Insight: Business Writing With Clarity

Insight: Business Writing With Clarity

At Evahan, we write with clarity.

Not because it’s trendy.
Not because it sounds good in a brochure.
But because clarity is the only way to communicate with purpose.

Yesterday I saw a headline on Sky News that read:

Victorian heat record at risk

For that sentence to make sense, you’d have to imagine the heat record as a living, emotional entity — sitting on a couch, drinking a beer, muttering:

“Damn it, I’m about to lose my #1 ranking.”

It’s absurd because it violates a rule we instinctively follow:

Never give agency to something that doesn’t have agency.

We don’t write:

•             “The market is nervous.”

•             “The technology wants to scale.”

•             “The IP is scared.”

Those sentences are purple elephants — imaginary actors that distort the logic and clutter the message.

At Evahan, our writing says:

•             what is happening

•             why it matters

•             what the next step is

No emotional weather systems.
No sentient temperature records.
No anthropomorphic abstractions.

Just clean, declarative, grounded communication — the kind that lands with operators, investors, engineers, and decision‑makers who don’t have time for linguistic theatre.

Clarity isn’t a style choice.
Clarity is respect.
Clarity is how business gets done.