Clarity is number one for me. If the prose isn’t clear to the reader, then the writer has failed. Readers should not have to read sentences over again to understand their meaning. Novels, white papers, articles all need clarity. Simplicity is luxury and necessity in writing and harder to achieve than complexity. Keeping it simple and using plain language is not dumbing things down; it’s keeping things smart. Engagement is what everyone wants to achieve. When we have engagement, we get new clients, followers, readers, listeners, friends, relationships, accomplishments, successes and happiness. Novels, white papers and articles that engage, also sell, reach, inspire and captivate. I do more than write; I clarify, I simplify and I engage.