MESS in graphics and text structure – nothing frightens the reader away from the text as much as the fact he will have to waste his precious time to ingest it.
SUBMISSION – if the person responsible for the magazine is submissive, we can assume the magazine is unreadable. To create a text that is interesting you need to know how to say no.
TOADYING – if preparing a text you don’t think about the needs of the reader, but instead pay too much attention to flattering someone, you are doomed to a communication disaster.

LAZINESS – there’s nothing more simple than printing a text straight from the author without any changes – you just click “forward”. You don’t have to waste your time on reading it, editing, and discussions with the author if something is not good enough to be printed. But then – you shouldn’t also waste your time on making that magazine…
AFFECTED STYLE – the triumph of form over content never brings anything good. When writing try to keep in mind that “less means more.”
HERMETIC LANGUAGE – if you’re unable to tell about a complex matter in a way that everybody will understand, better don’t say anything. Don’t let the reader feel he can’t understand something or you will lose him.
AUTHOR’S INTERVENTION – the author is not the only person who knows what he or she wanted to say, so the intervention should be limited to crucial matters. We assume that it is the editor and not the author who knows what the reader thinks.
TRUISM – if something is known to everybody, there no point wasting time and paper to repeat something we’ve all heard hundreds of times.

The text appeared in the magazine Content Marketing Polska 2013.