How to Write Better Essays

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4 The Three-Step

Technique – Steps

1 and 2

In this chapter you will learn:

• how we create our own concepts, even when we start out knowing
  nothing about the subject;


• how to start with your own examples and identify the common
  pattern of characteristics that underlies each one;


• how to analyse concepts into their essential characteristics.

The three-step technique for analysing concepts begins at the

same point where Semmelweis began. In Step 1 we gather the evidence:

the examples of the concept we want to analyse. Then, in Step 2, we

analyse these examples to extract a common pattern of characteristics.

Step 1: Gather your typical examples

First, like Semmelweis, spend some time gathering the evidence. With

the idea of ‘advertisement’ clearly in your mind, list what you think

might be five or six of the most typical examples. Try to make them as

different as possible. Avoid those for the same type of product or

service, the same producer, and the same medium through which they

are advertised. In this way you’ll be able to strip away their differences

to reveal more clearly their essential similarities.

Step 2: Analyse your examples

Now, using these examples, create your concept. In other words, analyse

the common characteristics in each of your examples, isolating them so

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