What are you writing, and who are you writing it for?

CLARITY is important in writing -- you must be certain about what you're writing, and about your market.

For every project I work on, I spend a few minutes on a Who, What, Why, When, Where and How list.

The time I spend repays itself many times over -- it gives me confidence that I know what I'm doing.

I love this interview on the Brand Autopsy blog, because the author is 100 per cent clear on what his purpose is:

What the book really is: a catalyst for creative thinking. If you are a businessperson you know that creative thinking doesn't begin and end inside an advertising agency. (Meaning, my book should make me about as welcomed in ad agencies as Michael Moore was at the Republican Convention.)

Do a WWWW and H on your current project. You may discover that the reason you're not making as much progress as you should be is because you're not clear.

Note: This process applies to EVERYTHING you write, including fiction.

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