Laws of Words at Work
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Start from where your audience are
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Find the drama in your message
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Hold something back to hold your audience
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Don’t heed the grammar ghosts
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Speak your words for better grammar
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Grab attention with surprise
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Number points to get them read
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Verb phrase first, then unpack
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Mix up the lengths of sentences
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To speak a genre, immerse in it first
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Write first, talk next
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Listen more to be listened to more
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Don’t push ideas on your audience
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Remember: Audiences build meanings for themselves
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Learn about your audience
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Appeal to audiences’ better natures
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Don’t look for meaning in words (alone)
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Improvise to get through best
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Be curious (and hire curious)
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Teams need practice communicating
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Write to figure if you’re thinking right
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Verb more, most of the time
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Go from cases to principles
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Start writing in a different tool
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Don’t hang up on the template
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Ignore your audience to write at first
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Recognise the writing process, its pains and flashes
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Don’t jump to understandings
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Leave more space to listen
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Don’t listen passively
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Always negotiate meaning
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Read aloud to understand better