The John Adair Handbook of Management and Leadership

Chapter 9: Personal reminders and thoughts worth thinking 221

Effective writing has three elements:

1 Structure

2 Layout

3 Style

and also needs the six key principles of:

1 Clarity

2 Planning

3 Preparation

4 Simplicity

5 Vividness

6 Naturalness

7 Conciseness.

ii) Thoughts worth thinking

‘Speak properly, and in as few words as you can,

but always plainly; for the end of speech is not

ostentation, but to be understood.’ William Penn

‘Communication is the art of being

UNDERSTOOD.’

Peter Ustinov