Brief insights from author Simon Hertnon, compiled
specially for Ko Awatea from his forthcoming book,
The Price of Words.
Compiled specially for:
3 | Process
actions for success
3.1 Optimal process
3.2 Think, think, think
3.3 Write-up from an outline
3.4 Barriers to optimal process
3.5 An approach for today: creativity + space
3.1 Optimal process
think first, then write-up
1. Question the impulse or instruction to write
2. Clarify the goal and audience
3. Identify the optimal message
4. Write-up your draft from your outline
5. Edit your draft against your outline
6. Proof your draft
Think
Write-up
3.2 Think, think, think
question, clarify, identify
1. Question the impulse or instruction to write
2. Clarify the goal and audience
3. Identify the optimal message
4. Write-up your draft from your outline
5. Edit your draft against your outline
6. Proof your draft
Think
80%
Write-up
20%
3.2 Think, think, think
question, clarify, identify
1. Question the impulse or instruction to write
Think
2. Clarify the goal and audience
80%
3. Identify the optimal message
4. Write-up your draft from your outline
Write-up
5. Edit your draft against your outline
20%
6. Proof your draft
3.2 Think, think, think
question, clarify, identify
1. Question the impulse or instruction to write
2. Clarify the goal and audience
3. Identify the optimal message
4. Write-up your draft from your outline
5. Edit your draft against your outline
6. Proof your draft
Think
80%
Write-up
20%
3.2 Think, think, think
question, clarify, identify
1. Question the impulse or instruction to write
2. Clarify the goal and audience  brief
3. Identify the optimal message
4. Write-up your draft from your outline
5. Edit your draft against your outline
6. Proof your draft
Think
80%
Write-up
20%
3.2 Think, think, think
question, clarify, identify
1. Question the impulse or instruction to write
2. Clarify the goal and audience  brief
3. Identify the optimal message
4. Write-up your draft from your outline
5. Edit your draft against your outline
6. Proof your draft
Think
80%
Write-up
20%
3.2 Think, think, think
question, clarify, identify
1. Question the impulse or instruction to write
2. Clarify the goal and audience  brief
3. Identify the optimal message  outline
4. Write-up your draft from your outline
5. Edit your draft against your outline
6. Proof your draft
Think
80%
Write-up
20%
3.2 Think, think, think
If you can’t explain it simply,
you don’t understand it well
enough. And you probably
didn’t write an outline!
Albert Einstein
3.2 Think, think, think
If you can’t explain it simply,
you don’t understand it well
enough. And you probably
didn’t write an outline!
Albert Einstein
3.3 Write-up from an outline
the outline is crucial
1. Question the impulse or instruction to write
2. Clarify the goal and audience  brief
3. Identify the optimal message  outline
4. Write-up your draft from your outline
5. Edit your draft against your outline
6. Proof your draft
Think
80%
Write-up
20%
3.4 Barriers to optimal process
barriers to overcome
1. An outdated ‘more is better’ attitude to information
2. Lack of writing training
3. No optimal process ‘checklist’
4. No time to think
5. No place to think
3.4 Barriers to optimal process
If everything is important,
then ______ is important.
3.4 Barriers to optimal process
phrontistery
noun
- A place for thinking or study
3.5 An approach for today: creativity + space
creativity + space
Use creativity to arrest and engage.
Be concise to leave space for your audience to occupy
so they have room to reflect and invest as they develop
their personal response.
3.5 An approach for today: creativity + space
3.5 An approach for today: creativity + space
simon@nakedize.com
APAC2012@koawatea.co.nz
@koawatea