My philosophy about business writing, and what you need to really accomplish with business writing, comes from my role in business, and seeing what's really effective. So for me, it's all clarity, and waste no time, and get your ideas across, and make sure that your ideas are coming across in everything that you do. >> And for me with design, I, as a freelancer, have almost always worked for business people, and at the university, worked with business students, trying to pitch ideas. >> Right. >> And, clarity and authority, the message itself is always trying to get to that message, and that level of believability and credibility. >> It's astonishing to me, even in the business world, when I was working as an executive recruiter, and I would get a cover memo from a CEO, whose name you might even know. And I would read the cover memo and I would think, good grief, I can't possibly send this person to an interview. Right? And I'm sure you've been to presentations from people and you're just, your heart is aching for them because they just can't give the presentation. So I do think that there's a market need for this. I was recently reading an email from a very successful entrepreneur to the chancellor of the university, and I was cc'd on it. And it was so illiterate that I couldn't even understand what we were going to talk about in the meeting. >> Right? >> Like it was so, [LAUGH] it was illiterate. >> You've already lost respect for them before they even come through. >> Well I went in with a wry grin, thinking this should be interesting, because I don't know what this guy has to say. >> So how does that happen? How does someone who you know is intelligent and professional, let something like that loose, essentially?. >> I honestly have no idea because for me, business writing follows a formula. It's really simple. I think sometimes it's not being given the opportunity to understand the techniques. And then, not having the discipline to actually apply them over time. Right? The techniques are pretty easy. In fact, they're so easy that maybe you think, I got this. >> What are the techniques that we think are so easy? You mentioned clarity, and I think I heard you say message, right? That's related to clarity, so maybe those are two, and then you mentioned authority. I think that's part of it, the authority to make a statement is part of it. So clarity, and I would say that revision has to be part of it. >> Yep, that's right, that's right. Right? That coming back to the message and smoothing it out. >> Which would explain that email that you were talking about, that- >> There was no revision [LAUGH]. >> No doubt the entrepreneur is fairly a smart and successful man. >> Yeah. >> But he didn't take the time to revise and to come, and that makes me think too, you know, you said I've maybe thought less of him for that. And, all these things. Clarity, revision, authority. They come down to a sense of self, don't they? They come down to a sense of self-presentation, whether it's in writing, design, or public speaking, it comes down to who are you?