How often does the world turn on a perfect word? Think of the great speakers, the great writers of history and of our current time. Equally, think of the
weasel words which we so often associate with the politicians of our day.
• “Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.” – Sir Winston Churchill, 1941
• “It is rather like sending your opening batsmen to the crease only for them to find, the moment the first balls are bowled, that their bats have been broken before the game by the team captain.” – Geoffrey Howe (resignation speech), 1990
• “I did not have sexual relations with that woman” – Bill Clinton, 1998
It is easy to decry the modern world as lacking the literary potency of the past. In general, we no longer have the digestive stamina for the rich diet offered by the likes of Dickens or Hardy. But, on closer consideration, the difference is more subtle. All aspects of modern life, including business life, have become more relaxed: we wear suits and ties less often; we address our managers by their first names whilst mediocre salespeople address us by whatever diminutive they can conjure from our own names. We are in an era of sound bites and blogging. The tenor has changed but, actually, the technique remains much the same.
When we weary of yet another hollow sound bite, the fatigue is caused not the “bite” itself but by the quality of that “bite”. Neil Kinnock, quoted in Cicely Berry’s “Your Voice and How to Use It”, is perceptive when he describes today’s sound bite as equivalent to yesterday’s memorable quote. It is not such a great step, in intent, from:
“Give us the tools and we will finish the job.” (Sir Winston Churchill, 1941, on his forthcoming meeting with Roosevelt)
to
“I feel the hand of history upon our shoulders” (Tony Blair, 1998, on the Good Friday Agreement”)
although, of course, you might argue the quality.
Similarly, the written style of most blogs is casual, sometimes off-hand, and brief. However, the relaxed style belies often pithy observation and insight.
Good writing is a passion. A love of words shines through whether the text is a business plan, a speech, a magazine feature or any other document. If you would like to discuss any requirements you have for accomplished, persuasive written material, please
contact us.
For examples of completed work, see
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