Tip #1 for the Business Writer

Use concrete nouns

Part 1 of a 5-part series on writing well.

Concrete nouns not only bring your writing to life, but signify to readers that you care about them.

Abstract nouns, on the other hand, are usually the sign of an indifferent writer.

Face it: abstract talk is easy.

Finding the right concrete noun is hard.

The indifferent writer, instead of doing the heavy lifting, simply labels general categories of things.

The result?

Readers are left with little or no grasp of the writer's point. 

Worse, they're left wondering if the writer even cares about connecting with them.


Here's an example (from Delta Airlines) of overusing abstract nouns:


Earth Day provides a great opportunity for us as an airline to reflect on the importance of sustainability efforts in our industry. We're proud to say we've made a lot of progress in recent years, yet remain aware of the work still ahead of us.


How might the writer have better said this by using concrete nouns?

Earth Day provides us a moment to reflect on Delta's responsibility to help sustain our planet. We're proud of the strides we've taken in recent years, yet aware there's work still ahead.

Boomers: Which Kind of Genius are You?

Social entrepreneur Marc Freedman, writing for Harvard Business Review, cites the research of economist David Galenson, who by studying painters concluded there are two kinds of geniuses.

Conceptual geniuses do their best work before the age of 30. These "finders" produce breakthroughs early in their careers, then peter out.

Experimental geniuses peak later in life. These "seekers" need decades of trial and error to accumulate the ideas and techniques that mark their signature work.

Freedman thinks Galenson's research is good news for entrepreneurial-spirited Baby Boomers.

"One in four Americans between the ages of 44 and 70—about 25 million people—are interested in starting their own businesses or nonprofit organizations in the next five to 10 years," Freedman writes.

Provided they didn't peak in their 20s, these 25 million Boomers stand to succeed in launching new ventures, because they bring decades of experimentation to the task.

Half of these aging entrepreneurs also want to "give back" through their new businesses.

"Research shows that half of those who want to become midlife entrepreneurs—more than 12 million people ages 44 to 70—also want to meet community needs or solve a critical social problem at the same time," Freedman writes.