Write what works

What gets written down and shared, grows:

• Documentation: A well-crafted soft-system creates happy customers in ways talent never could when talent remains the secret gift of only a few.
• Blog posts: A well-crafted blog post outperforms a front-page advert when the post is so good you can’t not share it with others.What gets written down and shared, grows:
• Briefs: A well-written brief sets great teams into motion in ways an articulate-yet-unclear leader never could.

If the talent writes the documentation, the post makes the front-page, and the leader receives the brief, “the world” is theirs.

It all starts by remembering to write what works.