When talented people write badly it’s generally for one of two reasons: Either they’re blinded by an idea they feel compelled to prove or they’re driven by an emotion they must express. When talented people write well, it is generally for this reason: They’re moved by a desire to touch the audience.
That means your audience doesn’t want to know about qualities you may think are important. They want to improve their own qualities and to know how you are going to be an ally in transforming their lives and making them stronger protagonists.
Story: Substance, Structure, Style, and the Principles of Screenwriting. Methuen. 1999. As quoted by Joni Galvão in "10 Golden Principles for an Effective Presentation" MARTECHseries. December 2, 2019
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