Think Tank

One way to make your writing more forceful and dynamic, whether you’re writing op-eds on behalf of a client or internal memos or even new business proposals, is to avoid using the phrase “I think.” Implicitly, when you write something you believe it to be so. There’s no need to precede it with “I think,” which can actually imply that you aren’t so sure that what you are writing is true or reasonable or sage or valuable. Say you’re a client. Which would you rather hear your hundreds-of-dollars-an-hour communications partner advise? I think a word-of-mouth campaign would create buzz. I think that's what we should implement. A word-of-mouth campaign would create buzz. That's what we should implement. The first example sounds a little namby-pamby, as if though you’re suggesting it you don’t want to take responsibility for it. The second example sounds confident, implying you know your stuff (which, presumably you do). Keep in mind that the French mathematician, scientist, and philosopher René Descartes said, “I think, therefore I am.” He didn’t say, “I think, therefore I think I am” or “I think, I think, therefore I am.”

Note: Not to be outdone by an upstart like Descartes, it was Dilbert, of course, who said "I get mail, therefore I am" and Gertrude Stein who said "I am because my little dog knows me" and Liz Winston who said "I think, therefore I am single" and, finally, Saul Steinberg who said, "I think, therefore Descartes exists."

Comments

[Ragdoll]

Thanks again for a good tip. I looked back at a couple e-mails I sent out recently and there were "I thinks" everywhere.

[Abraham]

Descartes walks into a bar and the bartender says, "Are you going to have a drink?"

And Descartes says, "I don't think I am."

And he disappears.

[Dan Santow]

Abraham - fantastic!

[Matt]

That's great advice. Good writing needs strong opinion.

[Tim]

Great advice and, as usual, I loved the title of your column.

[kirk]

Yep, this advice is reassuring. It's OK to be decisive! Something I struggle with at times...

Taking responsibility for your words, whether in conversation or writing, is an art.

[Stephen Davies]

Yep, I'm finding this blog's content a great resource. I tend to remember useful nuggets like these when I'm writing. So thanks!

[Bill Sledzik]

Went searching for this post today so I could link my students to it. One class is learning to write journalistic opinion pieces, the other PR plans. I think...er -- This post serves both.

One more follow on the Descartes line. I remember a place in California called the Philosopher's Bar. Its slogan: I think, therefore I drink!

Cheers!