| Abstract: | BIG Writing presents a strategy for creating a culture of disciplined business writing within a large organization. In today's service‐oriented economy, virtually everyone is doing some form of writing on the job. Yet there is no organized effort to train people in this important skill. Universities don't do it, nor does it typically happen on the job except among a handful of branding specialists—and most books on business writing focus either on grammar and style or how to overcome writer's block. BIG Writing addresses the need for guidelines on business writing as it is actually practiced in the workplace. The article describes how organizations should connect their top‐level messages—their statements of mission, business strategy, and value proposition—with more routine writing activities such as annual reports and sales letters. At a time when CEOs and CFOs are held accountable for the accuracy of every line item in their financial reports, companies are responding by implementing complex systems of financial controls. BIG Writing can help senior management secure better control of its core messages by defining the way in which they are created and disclosed. |
