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I remember working on my book and catching myself mid-paragraph. I’d just finished a sentence that felt particularly satisfying to write and paused to ask: Why does this feel so good?

The answer wasn’t flattering. What I’d written sounded smart, but it wasn’t clear. I realized I’d been unconsciously filtering ideas through “does this make me look clever?” instead of “will this help the reader?”

Once I noticed I was optimizing for the wrong outcome, I could change it. I started asking different questions: Is this clear? Will this example actually land? What am I assuming the …

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