[gdubs]

A parent walks into a gallery, points at a Picasso, and says: “my five year old could do that.”

The truth is, simplicity is hard. It’s about editing down to what’s essential. But not everything has to be Hemingway. Not everyone is a fan of that. So it’s also about knowing your audience, and finding your voice.

I’ll take a crack at it:

“Keep it simple. Aim for clarity. Know your audience. If a word doesn’t help move things along, get rid of it — otherwise you might put your readers to sleep.”