Many people are afraid that they’re going to write badly, when, in fact, there is no common definition of “good”. Or maybe that’s the problem. How can you orient yourself when “good writing” is so subjective?

In math, 2+2=4 is a correct equation, and that’s the end of the story. In writing, you can respect grammar rules, but still end up with a bad sentence.

When it comes to literature, art prevails. While you can find arguments for why you like a piece of writing or not, the reality is that a book can be loved and hated by different people, and that’s simply how it works.

Fortunately, when it comes to writing for business, things are not as… artsy. Sure, you can be creative, but you also have more objective anchors to decide whether your writing is good or not. Let’s talk about them.

But first, a definition.

What is business writing?

Business writing is the practice of turning complex ideas into clear recommendations that support decisions and action.

Businesses cannot exist without various written formats, such as strategy documents, board memos, emails, proposals, presentations, or long-form papers. It’s how teams and stakeholders communicate within and with clients.

Writing is not optional. But how well or poorly it’s executed varies greatly.

Let’s see why the difference between good and bad writing matters.

Good vs bad business writing

Bad business writing creates friction, which comes at a cost (which compounds if many of your staff communicate poorly): lost time, employee frustration, executive indecision, missed opportunities, and so on. That’s at a business level. At an individual level, bad business writing means you’re simply not influential.

Good business writing is a strategic tool. At a business level, it clarifies processes, aligns team thinking, and reduces uncertainty. It also speeds up decision-making and makes the business more agile. At an individual level, you become more influential, get a seat at the table, and access more opportunities.

For example, an executive summary that is unclear, unstructured, and anything but a summary will be ignored. One that clearly states the problem, the implications of various options, and recommendations becomes a useful tool.

In short, good business writing doesn’t aim to impress through beauty and creativity, but to reduce ambiguity and make everyone’s job easier.

How exactly does one achieve that? With purpose, clarity, conciseness, and persuasiveness.

Business writing must be purposeful

First, make up your mind about the goal of your writing.

If you’re writing a simple email, what’s the main idea? If you’re crafting a presentation, what is the main topic and the expected outcome? If you’re writing an executive summary, what’s the most important thing for the decision-maker to grasp?

Before beginning to write anything, big or small, take a few moments to formulate the goal in your head. This will give your texts direction and clarity.

Good business writing is clear

Everything that is superfluous to the goal you formulated when you started writing needs to be deleted.

Stick to one main idea per piece of communication. Don’t try to cram too much into one document.

I know you think you must explain everything. It feels like you must use many words so people know what you’re talking about, but that’s a trap.

The more you add that doesn’t belong, the more unclear you become and lose people’s attention.

Clarity comes from focus.

Good business writing is concise

Conciseness goes hand in hand with clarity. When you focus on your purpose, you automatically avoid unnecessary details.

Still, first drafts come with frills and fillers. It’s the nature of writing. Even when you try to be focused, you end up adding ideas that don’t belong.

After you’ve written down all you have to say, edit and aim for conciseness. Cut, delete, remove. Mercilessly. If your text works without a word, sentence, or paragraph, it’s a sign that it doesn’t belong there.

Concise texts are easy to read and understand. And people love that — and they’ll love (okay, like) you for being a skilled business writer and not wasting their time.

Efficient writing is fit for context

Business writing is not general. You write for someone specific, with a certain role, level of understanding, and decision-making power.

The same idea must be framed differently for an executive, a peer, or a client.

The better you understand the reader, the more effective the writing becomes.

This doesn’t necessarily mean you need to know the person or the context personally (although that doesn’t hurt), but it does mean you should research and understand when you’re unfamiliar. And do not be lazy about adjusting the same message to different audiences.

Good writing directs action

Business writing exists to accomplish stuff. Yet, so often, business communication lacks instructions.

No clear action steps are provided, and people are surprised when no action is taken.

I know why this happens. Professionals are often afraid to be too assertive. To simply ask for what needs to be done. But that’s a mistake that leads to stalls and frustration.

There’s no shame in being clear about the next steps.

Aim to end your emails with a polite request. Include actionable items at the end of each presentation, memo, or executive summary. It’s not being pushy, it’s being efficient.

Which leads us to the next point.

Writing that gets things done

Call it influence. Persuasion. Charm. Efficiency. “The boss just listens to her more”.

Call it whatever you like. But it’s basically getting things done.

Good business writing moves people and processes along. It informs, connects the dots, and provides clear recommendations and action paths. It makes consequences clear and speeds up decision-making.

At a business level, that means everything runs more smoothly, from colleague relationships to product development, and strategic market moves.

At an individual level, that means you get your job done well, are seen as an efficient person, are appreciated for your communication style, and get more visibility and trust.

A simple checklist for “good enough” business writing

Here’s a quick checklist which you can use before sending or publishing:

• Can the main point be summarised in one sentence?
• Is it clear what decision, action, or understanding this text supports?
• Does each paragraph serve that purpose?
• Have I removed anything that doesn’t directly contribute?
• Is the next step explicit?
• Would the reader know what to do next without asking follow-up questions?

If the answer is “yes” to most of these, your writing is good enough to do its job. And in business, that’s usually the goal.

Need guidance for business writing?

You can improve your writing on your own. But sometimes you need guidance and an expert eye to address specific challenges and scenarios — or simply speed up the process.

If writing feels like an underused strength, I offer structured feedback. We look at real documents, identify what’s working and how to make your writing more effective in the contexts that matter to you.

For teams, I run practical, personalised workshops focused on clearer, more effective business writing in everyday work.

Either way, the goal is the same: writing that supports better decisions and smoother execution.