The pronoun conundrum: “we” vs. “you” in business advice

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Business books are full of advice. They’re also full of pronouns — and pronoun-driven confusion — around when to use “we” and when to use “you.” Start with this: you should write directly to the reader. Compare the following two alternatives: Marketers must spend less time on SEO and more time on the creation of … Continued

How to take edits (and any other kind of advice)

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You asked for feedback. You got their edits. Now what? Should you do what they say? When it comes to edits (and, for that matter, advice on anything), the key principles is this: [tweetthis]Editors exist to reveal what you cannot see, not to tell you what to do.[/tweetthis]   This is a crucial distinction. If … Continued