2. 1. Prepare a structure using the ‘Pipeline’
The Pipeline helps you to define where you want to start and where you
want to end, but gives you enough freedom to add new elements while
writing. It allows you to structure your text into: (a) the intro, (b) the corps
to explain your reasoning and (c) the conclusion.
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3. Example of how to use the pipeline
Our current way of living is not sustainable
But change will not happen spontaneously
So action is needed but who will act?
Our best bet is on companies
Profit as a motivator will not be enough, shift in mindset is required
How to do implement Sustainability? Answer true consumers needs’ and
satisfy 3P’s (People/Planet/Profit)
Success is there for those who got it
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4. 2. Focus
Block 2 hours at the very least. Consider these as a real meeting: start on
time, end on time, ban interruptions and put your mobile on “silent”.
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5. 3. Choose a draft title and start writing
Start with enthusiasm, following your structure as a backbone but not as
a corset, i.e. being there as a support, a springboard for your creativity,
not as a constraint.
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6. 4. One point = one paragraph
The first sentence of each paragraph must state the point you want to
make; the rest of the paragraph serves to support this point.
The reader should be able to follow your reasoning by only reading the
first sentence of each paragraph.
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7. 5. Be obsessed with clarity
Make sure you have sufficient clarity of your thoughts, your reasoning and
your style.
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8. .
6. Deliver your message in one page
Make sure you finish on a high note.
Review your draft title: is there another option, more impactful?
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9. 7. Read, re-read and re-re-read
Improve by being as succinct as possible. Do a spell check.
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10. 8. Sleep a night on it
After a good night, redo the Pipeline slide and make sure that your text
adheres to it.
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11. 9. Read it one more time
• Is it clear ?
• Do you find some pleasure or even some pride in reading your own
creation?
• Do you suddenly realise that you might have been a bit too
extreme in some statements ?
If the answer to these three questions is yes, share it with someone you
trust for his/her impartial feedback; accept and incorporate the
feedback, unless you really feel strongly about your original version.
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