Write for the decision-makers; avoid jargon, put technical terms in the appendix.

Logical structure, headings, short clear sentences; have outsiders proofread it.

Careful design; vary typography — but only as far as it supports understanding.

Present design, results and conclusions accurately, do not tailor them to the expectations of management.

Reinforce key information with tables/figures — and bring figures to life with quotes.

Leave out everything unnecessary — but never at the expense of completeness.