Give me at least 3 question to discussion after your reading. then Research Paper

Give me at any rate 3 inquiry to conversation after your perusing. at that point answer the accompanying inquiries - Research Paper Example It is of much significance that associations adventure the worldwide markets quick yet in a sensible way. When looking for work, such will be the issues to consider on how best you can enable the association to accomplish and keep up a worldwide profile. It is clear that associations need worldwide administrators. Do you believe that it is the sole obligation of directors to accomplish the target, or pioneers have a task to carry out in accomplishing the goal? Can the job of directors and pioneers be evaluated to set up which one has the best essentialness? What might be your job as a director, pioneer, or both, in understanding the target of worldwide acknowledgment? Kotter convincingly contend that administration and positions of authority are integral, in spite of them being extraordinary. The significant distinction between the two is that, while administrators advance dependability, pioneers drive change got from the intricate issues that chiefs unravel. The thing that matters is sufficient to clarify that both can't work autonomously. In the contemporary world, mechanical progressions are owing to the adjustments in how associations are run. In the previous decade, the web didn't have a noteworthy job in associations. What's more, cell phones have progressively been a piece of the availability of data with the assistance of the web. The hierarchical culture is continually changing to oblige the mechanical headways and keep up an upper hand. As I would like to think, I have solid administration abilities, remembering the unmistakable attributes of administrators and pioneers. Authority aptitudes are not inborn; they are obtained. The workplace shapes people to become pioneers. Despite what might be expected, the executives abilities are affected by close to home attributes. It is obvious that pioneers center around the vision and modify their aptitudes in a way that is reasonable for the group and the association all in all. Then again, administrators set the vision, however it may not be accomplished

The Story Of The Soldiers - The Things They Carried - Free Essay Example

In the novel The Things They Carried, Tim O’Brien tells the story of a group of soldiers in the Vietnam war who, as a band of brothers, went through so much together. This story details the struggles and internal battles that these men had to deal with during their time in Vietnam and even after the war was done. Many of these men were drafted into the war and not many of them wanted to be there. These were kids who were not ready for war as they were just beginning their time as adults. When they were put into a situation such as the Vietnam war, one could only expect for them to come out different than they were before. These men not only had to carry weight of their supplies, but also the emotional weight that they had to carry with the turmoil they experienced as soldiers. Through this thought, O’Brien throughout the novel uses many different strategies to display what these men were carrying and how it affected them deeply through their time in the war and their time after the war. In the first Chapter of this novel, â€Å"The Things They Carried†, O’Brien right away begins to describe the things they carried. Throughout the whole chapter he addresses what these soldiers carry and how it affects them. However, he speaks most about the things that are the physical and tangible items. But as the book and chapter go on, the focus begins to mainly start to change and he looks closer at the intangible things that these soldiers are holding on to. Whether the emotion is fear, sadness, guilt, responsibility, these soldiers are experiencing it. The first out example of this in the book is through what Jimmy Cross carried. A photograph of a girl he loved named Martha (1). This photo is his reminder of his life back home and also his hopes of being back with the girl that he loved. Martha and the letters, photos, and pebble she sent are on his mind all of the time. He was always thinking about anything that had to do with her. He was carrying the dream that she loved and thought about him just as much as he did her. However, this constant thought and emotional weight that he carried with the constant thought of Martha distracted him much of the time. At one time when he was thinking about Martha, one of his men, Ted Lavender, was shot and killed. After this event, Cross felt very guilty for the death of Lavender. â€Å"He tried not to cry. With his enriching tool, which weighed 5 pounds, he began digging a hole in the earth. He felt shame. He hated himself. He loved Martha more than his men, and as a consequence Lavender was now dead, and this was something he would have to carry like a stone in his stomach for the rest of the war† (16). O’Brien in this sentence is drawing a parallel between the physical items such as the photos and the pebble or stone, and the emotional weight that it caused Jimmy Cross to carry for the rest of the war and even his life. Another example of O’Brien drawing a parallel with the physical and intangible things comes again with Jimmy Cross. As the Lieutenant, he has the most responsibility and he has to carry the maps of Vietnam with him (5). The responsibility to carry the maps bears physical weight, at the same time he is also carrying the emotional weight of the responsibil ity he has to look after his men. All of the emotional weight is overwhelming for how young these men are. Jimmy Cross is a 24 year old and is carrying all this responsibility he doesn’t even want, shown bluntly after Kiowa was killed, â€Å"Jimmy Cross did not want the responsibility of leading these men† (160). When O’Brien draws these connections between the physical things that were carried and how it relates to the emotions they carry, it allows for the reader to really experience and understand the burden these men have to bear. The idea of these things that these soldiers are carrying changes throughout the book. After the first chapter talks about the physical things, O’Brien intends for the reader to look more into the emotions that these men carry through their experiences. There are a few examples that stand out as they show exactly what war can do to a person mentally. The first example is through the story of Norman Bowker. Bowker is a soldier who in his time in Vietnam went through a lot. However, the event that stuck with him the most was when Kiowa died and Bowker tried to save him but couldn’t. This experience and the rest of his time in the war changed Bowker as person. When he got back from the war he couldn’t help but carry feeling of sadness, guilt, and shame. All these feelings along with the thought that he had no purpose left to serve after being in the war led to an inability for him to connect to his life as it was before. With all these feeling that he carried back f rom Vietnam, he feels lost in his thought and lives without a purpose. This is shown when he drives around the lake in circles over and over again (131). It seems that he can not forget about his experiences during the war but also is not able to talk about it leading to Bowker being trapped in his thoughts. In the end, he can not deal with all these feelings he has carried back from his time in Vietnam and meets an unfortunate demise when he commits suicide (149). War affects people in many different ways. Another person it changed was the character O’Brien. He is another character in this story that went through a lot. He had to kill a man while in Vietnam and when he did, he was consumed by guilt and regret. When talking about this experience in the book, he does not ever use a first person point of view as he is trying to distance himself from the experience. O’Brien looks at the man whose life he just took for a long period of time. In this time he thinks about this soldier’s story, of how he got to this point and what his plan s were for the rest of his life (118-124). It is easy to see that killing this man affected O’Brien greatly and after the war this leaves an impact on him. The war in general never left his mind and events caused it. O’Brien carries the guilt from taking away this man’s life and especially taking his future from him leaving an imprint emotionally on his mind. Tim O’Brien develops the idea of these soldiers carrying emotional baggage through their journey constantly throughout the whole book in every story told. He accomplishes this by using many literary devices. This is first introduced in the chapter â€Å"The Things They Carried†. He talks about these physical things that these men are carrying and uses repetition to not only make the reader notice the theme but to begin his idea of what the soldiers are carrying allowing him to utilize it throughout the rest of the book (1-25). O’Brien also uses point of view to emphasize what the soldiers are carrying. In the chapter â€Å"Speaking of Courage†, the third person point of view that looks into Norman Bowker’s thoughts allows the reader to see exactly what he has carried home from the war. With how O’Brien writes knowing Bowker’s thoughts allows a deeper understanding of the helplessness and feeling of being lost that he experiences. In th is way, O’Brien is able to convey what Bowker is carrying emotionally most effectively. In the chapter â€Å"Field Trip†, O’Brien goes back to Vietnam to show his daughter a place that took up a large part of his life. When he uses first person point of view, he is able to relay his thoughts and emotions after returning to a place where he faced so much adversity and dealt with many hardships. When O’Brien returns to the spot of Kiowa’s death to pay his respects, he thinks about his greatly about his time of service and the part of his life spent in Vietnam. With how this is written in this point of view, the reader is able to see how greatly he carries the thought of his time in Vietnam and the memory of the men he served with every day. By being in his mind through this chapter, the audience can really grasp how deeply the war has affected him. In The Things They Carried, Tim O’Brien writes about the Vietnam war and the stories of the soldiers who were a part of it. However, O’Brien takes the narrative deeper using the theme of each soldier carrying something. The war affects every soldier whether it is physically or mentally, it leaves none untouched. O’Brien provides the reader with many examples throughout the story of how it can leave a mark on their mind, leaving the emotions of guilt, sadness, regret, or fear. He uses many different tactics to support this theme making it stick with the reader. The soldiers have to carry many supplies for themselves in battle that all have physical weight, but O’Brien is able to convey that sometimes the intangible things carry even more weight.

Exploring the Possibility of Updating the Cosmological...

Exploring the Possibility of Updating the Cosmological Argument for the Existence of God The term cosmological comes from the Greek language, meaning ‘world’ or ‘universe.’ The argument is based on facts about the world. The topic of cosmology refers to the study of the universe. The cosmological argument begins with a general claim about the physical universe e.g. that some events have causes and that there must be a supernatural agent to somehow explain this fact. The argument seems to say that there cannot be an infinite series of causes, they have to stop somewhere. One scholar who supports this idea is St. Thomas Aquinas. Aquinas invented the ‘five ways’ by which he tried to demonstrate†¦show more content†¦Although, we also have no reason to believe that they are false. The five ways also asks how can the cosmological argument avoid contradicting itself. For example, if nothing causes itself how can there be a first cause, which does not require a cause other than itself. The cosmological argument can work on the assumption that the cause of existing things is not a thing, in which case the above contradiction would disappear. Leibniz put forward the cosmological argument. He argues that the ‘great principle’ of this argument is that â€Å"nothing takes place without a sufficient reason.†[2] Leibniz went onto formulate a version of the cosmological argument similar to, but also different from that of Aquinas. In place of Aquinas’ idea that every event has a cause, Leibniz observed that every event must have a sufficient reason for its existence, since nothing happens without a reason. But everything can also be explained with reference to something else within the world. Therefore the reason why there is something at all rather than nothing must come from outside the world. For a sufficient reason to account for such things there must be a being, which is able to create existence. Such a being must exist of itself because there is something rather than nothing. Therefore a necessary being exists, which we call god. Copleston formulated three

Essay The Logic of Mercantilism - 723 Words

Explain the Logic of Mercantilism and Why it is Generally Viewed as a Deficient Theory Gretchen Serrao Nova Southeastern University Explain the Logic of Mercantilism and Why it is Generally Viewed as a Deficient Theory Mercantilism was an economic system that developed in Europe between the 16th and 18th century during the period of the new monarchies. This economic philosophy is based on the belief that a nation’s wealth depends on accumulated treasure, usually precious metals such as gold and silver, and to increase wealth, government policies should promote exports and discourage imports. Adam Smith, an eighteenth-century Scots professor of moral philosophy who influenced the founding fathers of†¦show more content†¦According to Coleman (1980), â€Å"Smith believed that the natural efforts of every individual to better his own condition when allied to liberty would motivate the ‘invisible hand’ and thus create wealth and prosperity† (p. 775). After a period of time, many people began to revolt against the idea of mercantilism and stressed the need for free trade. The continu ed pressure resulted in the implementation of laissez faire economics in the nineteenth century. Mercantilism aided the monarch and the merchant-capitalists to plan and govern the economic life to secure monopoly gains. Pecquet (2003) suggested that, â€Å"The king captured monopoly revenues in the form of customs duties imposed on the tobacco trade, and English merchants gained exclusive access to most of the world tobacco crop† (p. 467). As a consequence, domestic market was less competitive, legal monopolies drove up prices, consumers were hurt, the purchase power declined, and the further development of economy was affected. All of these reasons support the fact that mercantilism was a deficient theory because its policies benefited only one party and harm the other, and there was no possibility of economics being used to maximize the commonwealth, or common good. References Pecquet, G. M. (2003). British mercantilism and cropShow MoreRelatedLiberalism, Mercantilism, Structuralism And Constructivism1422 Words   |  6 PagesWhen approaching political economics, there are a variety of places and perspectives one may begin from, the most common of which being identifiable as Liberalism, Mercantilism, Structuralism and Constructivism. Each of these political ideologies represent the culmination of works from many famous theorists and intellectuals, all of which help us to better understand how certain economies have the possibility of functioning in different situations. 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Public Speaking Self Reflection free essay sample

By reviewing the presentation and accumulating the thoughts of those involved will improve future productions. Introduction The intro to this presentation should catch the attention of any doctor who knows about time management. Gaining attention and interest early was a goal in this presentation. The topic to save time and view radiology films from home was clear, and informative. An overview was not given of what would be covered instead the speech flowed into the step by step to view the images from home. Body The body of this presentation logically flowed step by step, using Powering to liver messages clearly and so that the audience could follow along more easily. No misinterpretation was felt regarding the use of language spoken, and the body was delivered well. The steps were clear and concise. Delivery When viewing the presentation again, it was rushed from start to finish. The time factor disabled the use of more information being shared. We will write a custom essay sample on Public Speaking Self Reflection or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page A well defined topic would have solved this problem. Watch out for eye contact, hand gestures, and bouncing around, these were noticed and portrayed poor body language. There were not any pauses due to time constraint. There were times that there could have been a pause to prove a point, or to allow the audience to ask a question or catch up to the speaker. Language The language used was appropriate. Due to the recording device used the audience could not hear clearly. Future presentation must have a better sound system. Audience and Topic The message was adapted for the appropriate audience. One of the biggest topics in any clinic is how to save time in a day. This is one suggestion for doing Just that.Any doctor looking to save time would view this two minute presentation to allow them a ewe extra minutes each day. Visual Aids Step by step instructions were used via Powering, on how to view Patient Images from home. The slides allowed the audience to view the steps clearly and efficiently. Many times in this presentation the visual aids allowed the speaker a chance to look away from the audience. A quick glance is fine but there is no reason to read the slide. Conclusion The end of the presentation was as rushed as the beginning and body. The reinforcement of how this would save time in the day, allowing more time with tenants, was preparation to the end of the speech. There was not a vivid ending Just more of the same Power Point presentation. A stronger conclusion would have helped close the presentation with confidence. Overall Evaluation The presentation was good throughout. There could have been a better sound system to make the presentation more appealing. The requirement was met for the assignment. To respect attention to detail, the time limit was followed closely. A general comment stated, was to wait a second or two prior to speaking to allow equipment to work so as not to cut off the beginning. There was clear purpose and overall the outcome was quite good. By reviewing the important parts of a presentation, introduction, body, conclusion, delivery, language, audience and topic, visual aids, and overall evaluation, the giver of the speech can use the information provided to improve upon them self. Overcoming the need to think of oneself as right and allowing outside perspective enables the speech presenter the ability to become a remarkable speaker, in everyones eyes.

SHARP in the Military Work Force free essay sample

Women have been sexually harassed and assaulted in the work force for years, and for many years, the US Army has been dealing with this enormous and overwhelming issue, through the help of their agency known as the Equal Opportunity Program (EOP). In the US Army regulation 600-20, Army Chief of Staff, General Raymond T Odierno, States the purpose, â€Å"This regulation prescribes the policies and responsibilities of command, which include the Well-being of the force, military discipline, and conduct, the Army Equal Opportunity (EO) Program, and the Army Sexual Assault Victim Program. â€Å" For a long time, the Army’s EOP Equal Opportunity Program had been involved in taking care of the issues of Sexual harassment in the work force. Now the Army has instituted the SHARP Program; the Sexual Harassment / Assault Recovery and Prevention program. My research begins to ask the question; why is this program now separate from the Equal Opportunity Program, and how the Army came to the conclusion that it need to be separate from the EOP? Will it help decrease the enormous problem of sexual harassment the Army is currently undergoing? What is the current severity of the issue? I will begin my research, by explaining the Equal Opportunity Program, then provide insightful information of the SHARP program, and conclude with my findings. We will write a custom essay sample on SHARP in the Military Work Force or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page To understand How the SHARP program came about I need to know, what was the US Army policy on Equal Opportunity, I found out that according to Army Regulation 600-20, signed by US Army Chief of Staff, Raymond T. Odierno states, â€Å"The U. S. Army will provide EO and fair treatment for military personnel and Family members without regard to race, color, gender, religion, national origin, and provide an environment free of unlawful discrimination and offensive behavior. † Reading through this regulation, I was able to understand the responsibilities of every commander, and how this was their charge to make sure that every soldier regardless of their race, color, gender, religion, or national origin, would abide by the policies, standards, and disciplines. How does this policy affect the soldiers, and does it applies both on and off post, during duty and non-duty hours? How does this affect the morale of all soldiers and their work environment? Well it does. The US Army has written extensively on just about every issue it has dealt with since the past, so why all these problems? Why was there a need to separate the sexual harassment program the Equal Opportunity had in place? And why now call it SHARP? In an article in the USA Today, March 2008, Pauline Jelinek from the Associated Press stated â€Å"One-third of women in the military and 6 percent of men said they were sexually harassed, according to the latest Pentagon survey on the issue. † The one third percentiles is a very high statistical number; it is scary to imagine this enormous threat to female soldiers, and the six percent of the males were sexually harassed. Where do these numbers for this study come from? Well according to the Associated Press, Pauline Jelinek, â€Å"The figure for women was worse than the previous finding several years ago, but better than a similar survey taken in 1995, the Defense Department said in a report Friday. The Defense Manpower Data Center said it compiled the data from a survey of 24,000 people in 2006. † I have been in the US Army for twenty two years, and I have seen dramatically changes the Army has been going through, and in this particular case the Army has always had to deal with this enormous issue, now more than ever they need to do something about the severity and gravity of this current situation. It has always been identified as an issue of the lower enlisted and lower officer ranks, and for a long time, the higher officers kept preaching to the choir. The Generals were always coming up with ways to end this issue, and many times they were really not doing much about the cause. So I find myself asking now more than ever, how are we going to deal with this issue realistically? With all the current scandals at the highest levels how can the subordinates feel they were being protected, and the US Army has their best interest at hand? Currently we have the national director of the CIA Ret. General Petreaus, under current investigation for a national security scandal and an admitted affair. I would like to know how many soldiers under his command, during his entire service to the Army has he punished, and kicked soldiers out the Army for sexual harassment or committing adultery? Can the Army explain the lack of enforcing standards? Rather they have established a double standard. Now you have Col James H. Johnson III, who was recently convicted of this related issue. In a recent article in the Stars and Stripes, June 14, 2012, Nancy Montgomery wrote KAISERSLAUTERN, Germany — Col. James Johnson, convicted of fraud, bigamy, and conduct unbecoming an officer and a gentleman, was sentenced Thursday to a reprimand and a $300,000 fine. † This Officer was in charge for the morale, welfare and protection of more than 20,000 soldiers under his command during the time of war. How can the Army put trust in these high ranking officials? The Army currently has another case pending, in a recent article in the Army Times, Associated Press, Michael Biesecker, â€Å"FORT BRAGG, N. C. — Defense lawyers representing an Army general facing sexual misconduct charges aimed Thursday to paint his primary accuser as a liar prone to jealousy and emotional overreactions. The female captain at the heart of the government’s case against Brig. Gen. Jeffrey Sinclair admits she carried on a 3-year sexual relationship with her married commander. Adultery is a crime under military law and the admission could end her career. Brig. Gen. Jeffrey A. Sinclair faces possible courts-martial on charges that include forced sex, pornography, violating an order, alcohol use, engaging in inappropriate relationships, misusing a government travel charge card, and conduct unbecoming an officer. † Now so far the Army has ordered all senior officers to go through an intensive conduct, moral and ethical training. For the rest of the force, they have established the SHARP program, well who does it work and what is the SHARP Policy? The new US Army Sexual Harassment and Assault Response and Prevention (SHARP) program, written in Oct. 2011, states, â€Å"Army’s historical perspective shows that a reactive strategy that focuses on victim behavior is not effective in reducing sexual violence for the long term when addressing the problem of sexual harassment and assault in the military. † The Army Sexual Harassment and Assault Response and Prevention Program integrate the Sexual Assault Prevention and Response mission with the military and civilian Prevention of Sexual Harassment mission, which were formerly administered by the Army’s Equal Opportunity and Equal Employment Opportunity programs. The purpose of the SHARP prevention campaign is to achieve cultural change and to improve individual and unit readiness. There are four phases of the SHARP campaign strategy – (SHARP Program). The SHARP Program campaign strategy has been broken down into four phases; the first phase is to have the committed leadership, phase two is to have an Army wide conviction, phase three is to achieve cultural changes and the fourth phase is to work the goals and applications through sustainment, refinement and sharing, — (SHARP Program). How will this work? Every unit will have a SHARP representative at every level to provide this crucial effort, and it will work in the same structure and under the same policies that govern the Equal Opportunity Program. What are the current statistics? What can they tell us? In a recent article in the Fayetteville Observer, Henry cuningham wrote, â€Å"3,191 sexual assaults, ranging from rape to unwanted touching, were reported in the military in 2011. † I also found fascinating reading this article that 8,215 soldiers had committed these sex offenses between 2006 and 2011, 97% of all these violent sex crimes, the victim knew or had been involved with their attacker, 54 % of all Army rapes and aggravated assaults had occur in the barracks, and 95% of all sex crimes victims were women. — (Henry Cuningham) There has not been a lot of research done on the SHARP Program, but there is a profound amount of statistical evidence of this serious issue. My findings show there is data to confirm a statistic and trends since 2006 up to this date. The problem ranges from the lowest ranking soldiers to the highest level in office, so far general officers have been ordered to conduct, moral and ethical training; and the soldiers have been giving the recent SHARP Program. The Army has created this new program, and it is just another program the generals have created to show the nation how they will attack this severe problem of sexual harassment and assault. To me, it is just another way of masking an immense problem, all they have done is recreated the wheel from the current equal opportunity program. I believe there is more work to be done than just giving high ranking officials some small classes, and recreating a new policy that has always been there. While I am still an optimist, I hope that this new SHARP program dramatically reduces this current severe cancer of sexual harassment and assault, and I hope it protects many females and men who are living this appalling situation. I believe in this nation, and I believe in the goodness of all soldiers serving their country. Hopefully this can be reduced and then turn the attention of other important issues like the morale and welfare of the soldiers, their family, and the mission.

Five ways your web writing is annoying your readers - Emphasis

Five ways your web writing is annoying your readers Five ways your web writing is annoying your readers Having a website is a wonderful thing: it allows you to confuse and  frustrate people thousands of miles away without ever having to hear their complaints. This makes it very hard to see what the problems are – and very tempting to pretend that they don’t exist. Your web pages don’t have to be like that. It all comes down to avoiding the five most common web-writing traps. Here’s how. Skip the happy talk Imagine stepping into a lift or elevator and hearing this announcement:  Ã¢â‚¬ËœThank you for entering this building’s lift. We’re pleased you’ve chosen the number one lift provider in this building. To select your desired floor, please use the illuminated buttons.’ Clearly ridiculous – yet a similar thing happens on many web pages:  Ã¢â‚¬ËœThank you for browsing our widgets. We are the market leaders in widgets and are dedicated to producing the best widgets for you. We’ve been making widgets since 1990. To browse our widgets, click on the links below.’ Web usability expert Steve Krug calls this kind of space-filling, meaningless text ‘happy talk’, and recommends a simple test to root it out: read it out loud. If you hear a quiet voice saying in your head ‘blah blah blah’, then it’s happy talk. In this example, the only potentially useful information is ‘To browse our widgets, click on the links below’. But if simple tasks such as browsing your site require instructions, there’s a very good chance that it’s not better phrasing you need, but more intuitive web design. Don’t be afraid of keeping text content to a minimum, if it makes things clearer. An excellent example of this is the Gov.uk site, which won the Design of the Year award in 2013. See the section for drivers as an example. There’s no happy talk or clutter, and all the links are self-explanatory. Answer the golden question Everyone visiting your web pages will have a need. This can range from the highly specific, such as a need to buy a particular product, to a vague need for distraction. You need to work out which of these needs also benefits your organisation, then tailor your website to meet them. This is hard because people can arrive in a bewildering variety of ways. Imagine a large shopping centre with an underground car park, an internal metro station, a bus-stop, a helipad, several pedestrian entrances – and, just for added complication, a few ladders leaning up against windows. Where do you greet the visitors, and how do you establish what they need? Website visitors can come from search engines, social media, reference by a friend, a link from a site, by directly typing the address into their browser after seeing an advert, or just from memory. You have no way of telling where the next one will come from, and no control over which page they see first. This means each page, by itself, needs to answer the golden question of web writing: ‘Am I in the right place?’ Within about five seconds. This is a hard test to pass. Try it for yourself: Get someone who isn’t familiar with your website to look at an important page. Ask them what they think that page is about after a few seconds. There’s a good chance you’ll be surprised by their answer. Go to FiveSecondTest.com (the free version is fine for this) and ask some anonymous people from the internet to do the same thing. If this all sounds too painful, try it on the sites of your competitors or similar organisations. You’ll be surprised at how many of them fail. This can be quite satisfying, but bear in mind that your site probably suffers from some of the same problems. People will tend to stay on your site if they think they’re in the right place – just as you’ll keep searching for what you need in a department store if you think you’re likely to find it. However, you’ll need to make sure they can find it reasonably swiftly, as anyone who’s ever stormed off in an empty-handed huff will attest. Be credible If Google is to be believed, the world is crammed full of ‘world leaders’, hundreds of thousands of them, all leading the world in something or other. A Google search for ‘world leader in the field of’ returns more than five million results. Phrases like this give no information and are not by themselves credible. They only take a few key strokes to type and anyone can claim them – and your readers know it. They will filter it out. This applies most obviously to marketing copy, where a handful of testimonials from satisfied people are worth more than anything, however wondrous, the company claims about itself. But it also applies in a more subtle way to non-marketing claims. For example, if you claim you are ‘always there to help’, then back it up by making your contact details easy to find. Make your headlines work The pressure on headlines is staggering, which makes writing them hard. But it doesn’t have to be, if you follow three rules: They must be informative. They’re the first thing the reader scans, and often the only thing they’ll bother to read, so they need to communicate essentially what the page is about. They need to be concise, to the point and short. And they have to be easy to understand for everyone in your target audience. So think twice before using industry-insider terms that a new customer may not understand. When writing a headline, keep in mind the golden question: ‘Am I in the right place?’ Your headline needs to answer that in as plain a way as possible. Gov.uk does well again here – its section covering areas as diverse as apprenticeships, school applications and university loans is summarised as ‘Education and learning’. It’s short, informative and easy to understand. The body copy (also very short) lets people know the detail. KISS with confidence Keeping it Short and Simple is a fundamental part of all professional writing, and it’s particularly important when you’re writing for the web. On the web, you’re always fighting to hold your audience’s attention (and to keep them away from the back button), so the shorter the sweeter. Also, your visitors will have different levels of English comprehension – some may have lower levels of literacy, including those for whom English is not a first language. Keeping it short and simple will help all the visitors to your site by making it easier to use and understand. This in turn increases trust, and helps your visitors achieve their goals quickly and simply. Bob’s your uncle Apply these five rules to your website, and you’ll soon see your communications becoming leaner, cleaner and more efficient. And while you may not be able to see your website visitors’ blood pressure lowering, you’ll soon start to witness the effects. When they realise they’re able to find what they’re looking for on your website quickly and easily, they’ll trust your organisation to be able to meet their needs with the same efficiency. To find out how to optimise your web writing for search engines, see  A beginner’s guide to keyword research.  For tips on how to keep it short and simple, see Three ways to tame your sentences and the  Power up with the active voice  video.