• Excellent writing is technically proficient, at the sentence level and at larger organizational levels.
  • Excellent writing gives the reader something he couldn’t have gotten for himself.

I am fully convinced that if you will simply pay attention to the world as it presents itself to you and write what you have seen, you can hardly help but give your reader ideas and images he has never considered before. … originality will take care of itself.

Jonathan Rogers, “On Not Being the Smartest Person in the Room,” The Rabbit Room (Jun 6, 2018)