1. Don’t make their story your story
· Be less hands on when editing copy
· Bandage, not scalpel: improve work, don’t rewrite
2. Remove the clutter
· One idea per sentence
· Watch for redundancy
· No unnecessary adjectives or adverbs, avoid qualifiers
3. Praise in public, constructively criticize in person
· When people do things well, tell them
· When they don’t, ask what they would do differently if they could do it again
4. Don’t assume that facts are correct
· If quotes or facts sound weird, ask about them
5. Avoid “feel” or “think” — we don’t know how people feel or think
6. Make sure that the story flows
7. Verify that all sides/stockholders are represented
