Good writing is not complicated. As one guest notes, “it’s about injecting personality, making it engage and entertaining for your audience. But most importantly, it’s about structure. … How is one paragraph leading to the next, how are they connected? The worst kind of writing, and we all see it all the time, is just rambling. It’s not at all clear. People get lost and the idea gets lost.”

This is the second part of our two-episode conversation about the value of effective business writing.

In this episode, Jeff Bradford, Laura Brown, and Ryan Craig join us again to discuss:

How writing and critical thinking go hand-in-hand—and why practice makes perfect.

Why employers are often reluctant to teach remedial writing skills.

The characteristics of good writing: storytelling, personality, metaphors, and symbols.

Websites and other hacks that professionals can use to improve the quality of their writing.

Jeff Bradford leads a PR and advertising agency, The Bradford Group. A former journalist, he wrote a 2019 Forbes article entitled, “Why Writing Ability Is The Most Important Skill In Business (And How To Acquire It)”.

Laura Brown is a writer and writing coach, and the author of two bestselling books: “How to Write Anything: A Complete Guide,” and “The Only Business Writing Book You’ll Ever Need.”

Ryan Craig is the Co-Founder and Managing Director of University Ventures, and the author of “College Disrupted: The Great Unbundling of Higher Education,” and “A New U: Faster + Cheaper Alternatives to College.”


At SkyBridge, we believe that big challenges can only be addressed successfully by building trust and asking great questions. We are passionate about designing and leading distinctive executive communities, where members identify and discuss powerful questions that shape their organizations, their industries, and their careers.

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