Writing Without Bullshit

About the Author

Josh Bernoff is an acclaimed author, speaker, and analyst with over 20 years of experience at Forrester Research, where he served as a principal analyst and senior vice president of idea development. Throughout his career, Bernoff has specialized in technology research, producing an extensive array of written works, including software documentation, online help files, press releases, newsletters, magazine articles, web copy, over a hundred research reports, and four books. His first book, Groundswell: Winning in a World Transformed by Social Technologies, written with Charlene Li, became a BusinessWeek best-seller. Bernoff’s most recent book, Writing Without Bullshit: Boost Your Career by Saying What You Mean, emphasizes the importance of clear and concise writing in the business world.

Main Idea

In Writing Without Bullshit, Josh Bernoff presents a comprehensive guide to writing effectively in today's digital age. He introduces the "Iron Imperative": treat the reader’s time as more valuable than your own. Bernoff argues that this principle is crucial for creating powerful and bold writing that stands out in a world overwhelmed by poorly written and unclear content. By embracing this principle, writers can transcend fear, eliminate jargon, use active voice, and organize their thoughts to communicate more clearly and effectively.

Table of Contents

1. Change Your Perspective
2. Change What You Write
3. Change How You Write
4. Change What You Produce
5. Promote Intelligently

Change Your Perspective

In the first section, Bernoff addresses the pervasive issue of "bullshit" in modern communication. He defines bullshit as any form of communication that wastes the reader’s time by failing to communicate clearly and accurately. This often includes jargon, passive voice, and poorly organized thoughts. Bernoff emphasizes that the biggest problem in business writing today is the lack of clarity.

“Bullshit is communication that wastes the reader’s time by failing to communicate clearly and accurately.” – Josh Bernoff

Bernoff introduces the Iron Imperative, urging writers to prioritize the reader’s time above their own. He believes that this mindset shift is crucial for creating effective and engaging content. He also highlights how fear generates bad writing habits, leading to unclear and lengthy prose. To combat this, Bernoff suggests writing shorter and more direct content.