Are you a natural journalist? The Answer…is…


…’There will be no school next Thursday.’

Neither Ephron nor anyone in her class came remotely close to it. She recalled: ‘It was a breathtaking moment. In that instant I realized that journalism was not just about regurgitating the facts but about figuring out the point. It wasn’t enough to know the who, what, when, and where; you had to understand what it meant. And why it mattered.’

Similarly, it is remarkable how often people do not know what is their own company’s lead story. They often think it is to do with the who, what, when and where. They are less good at recognizing what matters and, vitally, what other people will find interesting about them.




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