Think Write Grow: How to Become a Thought Leader and Build Your Business by Creating Exceptional Articles, Blogs, Speeches, Books and More

Chapter 7: Writing to Capture, Convince and Close

Remember that this is a conversation. Since you are the one doing the talking, it’s your job to keep up the audience’s interest. Stephen Denning48

My father is a builder by trade who led the construction work on a number of office towers, shopping centres and university buildings around Sydney. One thing I observed as a child watching him make smaller things at home was this: the secret to building things well was to be precise about two things, measurement and angles. If he needed a piece of wood to be three feet, he cut it exactly three-feet long. If two bits of wood were to be at a right angle, he ensured they were at an exact 90 degrees before continuing. I suppose this is why our house ...