The art of writing is often in RE-writing. Please do not confuse this statement by replacing re-writing with re-inventing the wheel. In business, time is of the essence. Those of us within AEC business development, marketing, or other administrative functions recognize that our technical colleagues (architects, interior designers, engineers, specialty consultants) sometimes have a tendency to design and re-design, to work and re-work. This can be frustrating when it is not managed.
However, when it comes to other aspects of the business, such as writing, often the richest results come from re-writes. I was reminded of this again when I attended a poetry workshop facilitated by haiku guru Regina Harris Baiocchi at the 2010 Printers Row Lit Fest in Chicago.
As many of us know, typical haiku device involves a 5-7-5 syllabic device. Writers often intend to create an ironic theme {i.e. surprise, sarcasm, opposites}. Then, as Regina advises, you can tilt it slightly—like a prism—to get a different outcome. This is not a do-over. Nor inventing the wheel. This is a slight modification that can make a significant impact! A less subtle option—but still not uber-dramatic—involves changing to a renga format. {In my own interpretation, renga relaxes the ‘rules’ of haiku, inviting the author to consider 5-7-5; 7-7; etc, in the spirit of further encouraging ironic results.}
What do haiku and AEC business writing have to do with one another? Your question is valid. My point is this: just like how our technical/design staff pride itself on its design solutions, so must we pride ourselves on our written work: fee proposals, scopes of services; cover letters; project descriptions; award submissions; press releases; blogs; website content; the works! And if that means paying up a bit to hire someone who really knows how to write, then so be it. If that means allowing an existing staff member to spend a few more hours attending to a particular written piece, then so be it. If that means challenging an existing staff member responsible for written language to ‘tilt the prism’ to push themselves to greater heights of written results, then so be it.
Recently, one of my AEC editors asked if I would focus my next article for publication on the import of written work (especially in terms of winning new business). My argument is that we design and construction professionals already know the importance of written materials for the success of our business. But, what we do not know is how to make it sing. Try tilting the prism. Let me know what happens.
*Regina’s playful example of tilting the prism:
- near a grassy pond
- we follow a leaping frog
- ‘til she clears her throat
- near a grassy pond
- a frog leaps into our path
- so I clear my throat
- near a grassy pond
- a frog suddenly creeps out
- ‘til I clear my throat