…is clear thinking. From the Economist Style guide:
“A scrupulous writer”, observed Orwell, “in every sentence that he writes will ask himself at least these questions:
- What am I trying to say?
- What words will express it?
- What image or idiom will make it clearer?
- Is this image fresh enough to have an effect?
- Could I put it more shortly?
- Have I said anything that is avoidably ugly?”