Good writing makes something familiar seem new again, and the mundane fantastic. It sheds new light and creates new perspective on things we thought we knew and understood. It directs focus in ways that illuminates the theme of the writing, not distracting from it.
- Show, don't tell - Good writing persuades the reader of a certain perspective without telling them what to think
- Marry form with function - The words that are used, the quality of the language, the way things are described help make things seem new.