Clear Writing Starts with a Clear Purpose

You’re reading an excerpt of Great Founders Write, by Ben Putano, writer, entrepreneur, and book publisher. He’s the founder of Damn Gravity Media, a publishing house that inspires and educates tomorrow’s great founders. Purchase now for lifetime access to the book and on-demand video course.

There are many ways to ruin your writing, but the most common offense is not knowing what you’re trying to say in the first place.

Think back to Natalie’s message to Miguel. What was she trying to achieve? Was she trying to be helpful, or did she just want to put pressure on Miguel? From Miguel’s perspective, it seems like the latter. Message received loud and clear.

But let’s assume Natalie was trying to be helpful. In that case, her message failed. The unintended pressure on Miguel created uncertainty throughout the company.

Remember our powerful purpose template from earlier in this book? Let’s use it here to clarify Natalie’s message:

As a [specific user], I want to [action] so that [definition of success] + [emotional and rational benefits].

• Specific person: Miguel (head of growth)

• Action: Share perspective on the lagging Net MRR

• Success: We reach our quarterly goal

• Benefits (emotional): Have confidence and autonomy

• Benefits (rational): Allow Natalie to clear any obstacles for him

Let’s rewrite Natalie’s email using her powerful purpose:

Miguel,

Would love your thoughts on the lagging Net MRR. Is there anything standing in our way from catching up and hitting our quarterly goal?

If not, you have my full confidence. If you do see any obstacles ahead, let me know and I’ll work to get them out of your way. I’m available from 10–2 today if we need to gameplan.

Best,

Natalie

This new message has a clear purpose: to ensure the company hits their quarterly goal. Instead of applying undue pressure on Miguel, Natalie’s message has a clear ask and is genuinely helpful. It promotes clarity and action, not uncertainty.

Leadership researcher and author Brené Brown has one of my favorite sayings about communication: “Clear is kind.”

The burden of clarity is always on the communicator, not the person receiving the message. Before you send that next message, take a few moments to ensure you’re crystal clear on its purpose.

Then it’s time to write.