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Capture. Deliver. Excel. Applying the Principles of Business by Ilja van Roon

By Ilja van Roon

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Additional info for Capture. Deliver. Excel. Applying the Principles of Business Writing

Sample text

E xcel . meaning 41 42 w w w. c a pt u r e d e l i v e r e xc e l . co m their values, beliefs and ambitions. Rather than just dealing with the needs and interests of stakeholders you should relate to your readers’ identity as well. This requires you to connect change and its desired outcome to meaning. Now, meaning on an organisational level can be clarified by asking simple questions like - What does this mean to the organisation? - How does this affect our stakeholders and the way they do things on a dayto-day basis?

Rather, you should see it as a very subtle, yet highly powerful way of influencing your readers’ mindset. Describing an event or labelling an emotion, forces your readers to consider things from your perspective. It’s like telling people “not to think of a pink elephant”, when you know most people will not be able to think of anything else. Whether readers agree with you or not, the very act of determining meaning gives you as the writer unprecedented influence over your reader. Use this power prudently and humbly.

To avoid expensive litigation or damage to your reputation, business writers need to practise the fourth principle: substance. Substance means content that is significant, complementary and verifiable. In other words: substance means something to people, c apture . deliver . e xcel . substance 47 48 w w w. c a pt u r e d e l i v e r e xc e l . co m adds something to what they already know or feel and hasn’t been corrupted by spin. Substance can take various forms: - Case studies, for example to substantiate claims of market leadership or the company’s capabilities in a particular area.

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