A living style guide for corporate writing – it’s about ‘feel’, not rules.

Corporate journalism style is a living and evolving beast. When I began writing, over twenty years ago (eek!), many businesses spent months putting together lengthy droning white papers; today, nobody has time to read them. Yet, before we dismiss them with a laugh, it's worth remembering that in those days there was a different subtext. These documents would stand in stone for a year as the foundation of a company's product positioning. They were rich in careful research and evidence. They weren't fundamentally useless, they just applied to a different sales and engagement process. Today, engagement has changed, and so has the writing. The style is conversational; and storytelling - painting pictures of human experience - carries more weight than a bunch of percentages. That co

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