I write because I find a kind of joy in finding good ideas and expressing them well. It is not easy, but the pleasure in finding them and expressing them in the right words often stands in direct correlation to the agony you have to endure before... But, who wants to work with easy things?

This does not mean that I am a gloomy and anguished poet, it only means that I prefer to work and think through things thoroughly. A useful starting point can be to ask the question Why? Why is this needed? For whom? What do they want to know/read, what can we offer?

A few principles: I believe that, whether you want it or not, you reveal yourself in how you write . Everything you do that is seen, heard or read are signals percieved and reviewed by the receiver. Signals that the receiver says Yes or No to. Pays attention to or ignores. Accepts or denies

What you want to say must be adjusted to your audience, because it is the receiver that decides how what you show, say or write is perceived and understood, not you.

In your writing you must know the subject but also the reader. Which words that are chosen depends not only on the literary meaning. Content is one thing, then it must be structured, a consequent style must be chosen after the audience and business culture.