impact on the company’s vision and business decisions. More than a simple mission
statement, the Credo balances purpose and goals in a language that is both busines-
slike and humanly engaging. The text reads:
‘We believe our first responsibility is to the doctors, nurses and patients, to mo-
thers and fathers and all others who use our products and services. In meeting
their needs everything we do must be of high quality. We must constantly strive
to reduce our costs in order to maintain reasonable prices. Customers’ orders
must be serviced promptly and accurately. Our suppliers and distributors must
have an opportunity to make a fair profit.
We are responsible to our employees, the men and women who work with us
throughout the world. Everyone must be considered as an individual. We must
respect their dignity and recognize their merit. They must have a sense of secu-
rity in their jobs. Compensation must be fair and adequate, and working condi-
tions clean, orderly and safe. We must be mindful of ways to help our employees
fulfil their family responsibilities. Employees must feel free to make suggestions
and complaints. There must be equal opportunity for employment, development
and advancement for those qualified. We must provide competent management,
and their actions must be just and ethical.
We are responsible to the communities in which we live and work and to the
world community as well. We must be good citizens - support good works
and charities and bear our fair share of taxes. We must encourage civic im-
provements and better health and education. We must maintain in good order
the property we are privileged to use, protecting the environment and natural
resources.
Our final responsibility is to our stockholders. Business must make a sound profit.
We must experiment with new ideas. Research must be carried on, innovative
programs developed and mistakes paid for. New equipment must be purchased,
new facilities provided and new products launched. Reserves must be created to
provide for adverse times. When we operate according to these principles, the
stockholders should realize a fair return.’
If you compare this text to a more traditional statement like ‘our mission is to exceed

to decide what that means to you. What are you going to say about your topic, now
that you know how your audience perceives the subject and its consequences? How
will you explain things in terms of their values, beliefs, their fears and ambitions? How
will you express what matters to you? What examples, references or quotes are you
going to use? What kind of language will appeal to them, what style supports your
goal?
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34 w w w. c ap t u r e d e l i v e r e xc e l . c o m
You are responsible for talking to your audience in the right way and for pushing the
right buttons. You shouldn’t only analyse the issue in terms of goals and political inte-
rests, but also address it from the perspective of purpose. By doing so, you can create
an environment where people want to listen to what you have to say.
Purpose as your context
The power of purpose also lies in its ability to guide your creativity, reflection and de-
cision-making during the writing process. In other words: by regularly referring to the
purpose analysis and using that as the framework within which to develop your story,
you can match your style, substance and structure accordingly.
This may sound simple, but in practice it is easy to forget about the map when you are
midway through your journey. The writing process takes time, the circumstances tend
to change and others who get involved have ideas of their own. In other words: it is
easy to get distracted and lose sight of the big picture, and instead focus on goals and
left-brain language rather than adding the extra layer of meaning that is derived from
purpose.
Language to avoid, language to embrace
Earlier in this chapter, the difference between purpose and goal was established, as
well as what this means for purposeful and goal-oriented language. Good business
language, that is language that effectively changes your readers’ attitude and behavi-
our, balances both. From a linguistic point of view, good business writing requires you
to avoid certain types of language and embrace other types instead.
Language to avoid

If there is only one thing you remember after reading this book, it should be that the
best kinds of business writing address human purpose. Find out what drives your au-
dience, what they fear or what gets them excited. Then explain whatever business you
have to discuss in those terms, in a way that is business-like but personal and warm at
the same time. In the next chapter, dealing with meaning, you will learn how to take
this approach one step further.
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38 w w w. c ap t u r e d e l i v e r e xc e l . c o m
Meaning
Writers can significantly increase their rapport with readers if they move from des-
cribing what something ‘is’ to explaining what something ‘means’. This is a vital but
often forgotten step in the writing process.
Your task as a writer is to make sense of what is happening in the organisation in a
way that people can relate to and act upon. To help you tackle this challenge, previous
chapters of this book advised you to write a brief and outline, and to develop a writing
strategy based on organisational goals and purpose. In this chapter, you will learn how
focusing on meaning will further improve your writing.
How does the concept of meaning relate to the organisation? Meaning is the trans-
lation of goals and purpose into something to which a reader can relate. Translation in
this case can mean two things: it can either be the clarification of a word or phrase, or
it can refer to the effect that something has on the organisation as a whole. Let’s look
at both aspects in more detail.
Clarify yourself
At first sight, people in the organisation appear to be communicating with ease, using
everyday words whose meaning is assumed to be understood. But delve deeper and it
becomes clear that organisational language is really quite ambiguous. The widespread
use of business jargon - words like synergy, leading, key, and competitive field - has
created a pseudo-language that people believe conveys real meaning. Employees as-
sume they know what such words mean to others, but in reality they don’t.
Take for example a word like ‘performance’, something senior management and the