"Imagine a collaboratively developed, universal content style guide, based on usability evidence." Sarah Winters, project founder.

• How to optimize an essential communication
• How to kick off every essential communication
• How to find and refine your audience

Todd Rogers and Jessica Lasky-Fink offer the most valuable practical writing advice today. Building on their own research in behavioral science, they outline cognitive facts about how people actually read and distill them into six principles that will transform the power of your writing: Less is more Make reading easy Design for easy navigation Use enough formatting, but no more Tell readers why they should care Make responding easy