Two leading communications practitioners offer a masterclass in effective business writing in this lively, surprising and insightful book. Using the form and style of the blog, the authors exchange thoughts, ideas and methods with one another on the factors that make business communication and writing successful. From packaging to annual reports, printed leaflets to brand programmes, policy statements to websites – the written word continues to play a dominant and significant role in virtually any organisation today and the way in which it communicates internally and externally.