– Jason Fried
Spend 18 minutes watching this. Then spend 18 minutes writing down all the reasons why you can't have that uninterrupted time at your office. Then spend five seconds writing BULLSHIT across that list.
Thursday, September 29, 2011
On working at work.
"Especially with creative people - designers, programmers, writers, engineers, thinkers - people really need long stretches of uninterrupted time to get something done. You cannot ask somebody to be creative in 15 minutes and really think about a problem."
– Jason Fried
Spend 18 minutes watching this. Then spend 18 minutes writing down all the reasons why you can't have that uninterrupted time at your office. Then spend five seconds writing BULLSHIT across that list.
– Jason Fried
Spend 18 minutes watching this. Then spend 18 minutes writing down all the reasons why you can't have that uninterrupted time at your office. Then spend five seconds writing BULLSHIT across that list.
Monday, September 26, 2011
On the art of copy.
I want to talk a little bit about copy. Writing copy, revising copy, editing copy, commenting on copy.
Because our primary means of communication in this world is with words, we all know how to put words together to form sentences to get our point across. We each do it in our own way, our own style, but we all do it. All the time.
Very few of us, however, know how to write. Sure, everyone can put words on the screen or on paper. Some even understand the basics of grammar, sentence structure and punctuation. But still, that's not writing. Especially copywriting. The ability to write good, tight copy is learned over time. It's practiced constantly. It's continually honed. And the people who do it -- let's call them copywriters -- are passionate about putting the right words together to form sentences that are exactly the way they have to be to grab someone's attention and compel them to read. It ain't easy. It takes time and thought and discipline.
That's why we hire copywriters.
So when a group of people who are not copywriters start rewriting copy, it's frustrating and disheartening for the copywriter. Because it's saying, whether intentionally or not, "Anyone can do what you do." But you can't. You might think you can. You may have even gotten lucky and come up with a passable headline before. But you can't do what a copywriter does, just like you can't do what an art director does. That's why you do what you do, and we do what we do.
We need to hold copy in the same regard as we do art direction and design. If the words the copywriter put together aren't communicating what they're supposed to, by all mean, express that. Point out what is or is not coming across. But please don't try to solve it. Let the copywriter take the comments and do what he/she does best.
Write copy.
Because our primary means of communication in this world is with words, we all know how to put words together to form sentences to get our point across. We each do it in our own way, our own style, but we all do it. All the time.
Very few of us, however, know how to write. Sure, everyone can put words on the screen or on paper. Some even understand the basics of grammar, sentence structure and punctuation. But still, that's not writing. Especially copywriting. The ability to write good, tight copy is learned over time. It's practiced constantly. It's continually honed. And the people who do it -- let's call them copywriters -- are passionate about putting the right words together to form sentences that are exactly the way they have to be to grab someone's attention and compel them to read. It ain't easy. It takes time and thought and discipline.
That's why we hire copywriters.
So when a group of people who are not copywriters start rewriting copy, it's frustrating and disheartening for the copywriter. Because it's saying, whether intentionally or not, "Anyone can do what you do." But you can't. You might think you can. You may have even gotten lucky and come up with a passable headline before. But you can't do what a copywriter does, just like you can't do what an art director does. That's why you do what you do, and we do what we do.
We need to hold copy in the same regard as we do art direction and design. If the words the copywriter put together aren't communicating what they're supposed to, by all mean, express that. Point out what is or is not coming across. But please don't try to solve it. Let the copywriter take the comments and do what he/she does best.
Write copy.
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