writing is choosing
choosing words and their position,along a path to a specific message
the same words in different positions create different messages
the chronological nature of written texts force a single path
simple sentence: main clause
noun phraseverbnoun phrase
front commentcentral nounend comment
Business model innovation can open up new market opportunities.NP + verb + NP
The lack of new products in the pipeline is greatly worrying. NP + verb + quality
adding to the main clause
front positionmain clauseend position
In many industries,patent wars are wagedto safeguard market share.
context: time, location, conditions, means, aimmain informationcomment: aim, outcome, condition
function of sentence parts
the main action or information goes in the main clause
the starting part sets the scene or context
the comment part qualifies the main action
the comment part can serve as a hinge to the next sentence
different front positions
same content, different focus
In some industries, patent wars are waged to safeguard market share.
To safeguard market share, patent wars are waged in some industries.
old & new
as a rule, old or known information goes in front position
new information goes in end position
Apple introduces the new iPhone.
Innovation is marked by high failure rates.
exploiting front position
when new information is put in front position, it gets extra emphasis
The iPod was the start of Apple's success.
context information in front position provides a framework for interpretation
In these harsh conditions, 3M succeeded...
In 1952, IBM launched... In 2013, IBM launched...
long parts typically go in end position
Sales increased as a direct result of the appointment of Eleanor Gleeson as CEO of the heavy-hit oil giant.
starting with the long part is possible, when it takes up a notion mentioned in the previous sentence
The board of StatenOil took swift action to look for a new leader. As a direct result of the appointment of Eleanor Gleeson as CEO of the heavy-hit oil giant, sales increased. Stock markets reacted positively and...
leaving the most important element to the end gives it extra emphasis
The increase in R&D has yielded a profit hike of 13%.
The increase in R&D has yielded a 13% profit hike.
a category term covers a series of elements
staff, raw materials, fundsresourcesissuing bonds, borrowingdebt financingrun-to-market, niche focusstrategy
as such they are useful for topic sentences
R&D expenditure has decreased in the industry, which has led to lower patent numbers filed to both US and European authorities, while Asian patent numbers are stable to increasing on the back of increasing Chinese and Indian R&D expenditure, illustrating the more globalized innovation ecosystem.
What is the main message here?the main clause is followed by a cascade of six extra clauses
As R&D expenditure has decreased in the industry, fewer patents have been filed to both US and European authorities. This trend contrasts starkly with the situation in Asia, where increasing R&D expenditure in India and China translates into steady to increasing patent applications, illustrating how the innovation ecosystem is becoming more globalized.
different main clause; more signposting; bottom-up conclusion at the end
The innovation ecosystem is becoming more globalized, as is illustrated by the number of patent applications in our industry. In the US, decreasing R&D expenditure translates into fewer applications, whereas Asian applications remain stable or increase thanks to increases in R&D expenditure in India and China.
different main clause; more signposting;top down conclusion at the start
this is due to the fact that...=because
the increased utilization=use more
formal writing is dense as it issimpler is better
Writing pitches is part of a two-day workshop on Innovation Communication, which includes key communication events such as:
conducting brainstorm sessions & follow-upgiving briefingssteering project meetingspitching for resourcespersuasive Q&A sessionswriting a project plan
More information on the workshop programme
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