Nếu nhân viên nguyên nhân này cảm thấy xa lạ, có thể có một sự cố trong giao tiếp. Bạn là một nhà văn cần phải làm gì để giao tiếp rõ ràng? Trước hết, ý thức được thực tế là quá trình giải thích là terribly phức tạp. Người giải thích các từ trong một loạt các ngữ cảnh, chẳng hạn như giáo dục, xã hội và văn hóa của tổ chức. | Substance tends to closely follow or precede meaning and in fact substance is sometimes used to create meaning. An example of this could be the following sequence of sentences We are an innovative organisation statement . Our customers regularly receive software updates substantiation as a result of which they are able to be more productive meaning . According to the Consumer Protection Society our customers receive more value for money as a result of this substantiation and are eager to recommend our software to colleagues meaning . This way we make more profit part of which is earmarked for innovation meaning . One word of caution the principles of focus and substance can pull a text in conflicting directions. Focus values brevity - this allows the reader to grasp the main issues. Substantiation requires additional information that adds context and detail. While you should not choose one principle at the expense of the other you need to balance the two. For the sake of efficiency and control it s probably best to use focus as the lead principle. Focus guides you when building a text from the ground up particularly when the process is guided by a brief and an outline. Once the main structure of the text has been prepared and the text meets the goals and needs of the project you are free to add details. CAPTURE. DELIVER. EXCEL. SUBSTANCE 51 52 THE FIFTH PRINCIPLE Structure Structure helps readers to relate to the purpose and meaning of a text even when the subject matter is highly complex. A good structure leads the reader through your text by using techniques like sequence consistency guidance and balance. As we discussed in the chapter on focus most business subjects are so complex you need to limit what and how you write. By choosing the right scope and scale of your text you can make the writing manageable for yourself and pleasing to readers. Now if focus allows you to develop a writing strategy then structure is your way to execute
