Communicate Like a Leader

CHAPTER 30

Trust the TA-DA Template^TM

When something can be read without effort, great effort has gone into its writing.

—ENRIQUE JARDIEL PONCELA, SPANISH PLAYWRIGHT AND NOVELIST

When an email, report, or proposal confuses people, typically the problem is structure, not content. To translate this concept to digital language: The writer selects the image, edits it, crops it, and then decides where he wants to post it. Wrong approach.

A backward display of information leads to either rereading or total incomprehension. Yet people routinely write as they think. They start with “once-upon-a-time-there-was-this-problem” and go all the way through the details of the situation and the investigation finally to “here’s-my-summary-of-the-situation-and-solution-THE-END.” ...