words.

Writing, editing, and rewriting -- the process is arduous but very rewarding. Here are some questions that play on loop in my head when I make editorial decisions: Who is the target audience? What are their demographics and psychographics? What is the story about? Why should readers care? How is the structure? What's the through-line? Is the ending the actual beginning? Are the words reflecting factual accuracies or inaccuracies? What is lost and gained by rewriting, scrapping, or adding to certain parts? What are the other viewpoints to consider? Does the copy make sense? I critically think through these questions (and more), synthesizing the answers into format-specific copy that's engaging and informative. I also read content across platforms, as both consumer and practitioner, to continuously generate new ideas. Equally important -- I talk to people. I get to know them and listen, really listen, to what they have to say. All for great storytelling.