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Rob Ashton

Rob Ashton is the founder of Emphasis and posts mainly about writing and the brain – a topic he’s been researching for seven years. You can read more of his work in Writing Matters – our weekly bulletin of career-building writing advice backed by science.

Why humans beat the bots at creativity

Why humans beat the bots at creativity

Creativity is probably one of the most misunderstood concepts in the professional world. When we hear the word, we tend to think of great artists, songwriters or novelists. The term doesn't sit so easily in the context of lean project management, finance and KPIs....

Why it’s still good to talk

I started writing this just after finishing a phone call with a customer service agent. The conversation lasted no more than five minutes. And the person I spoke with was understanding and helpful as she resolved my issue quickly. I ended the call by thanking her and...

Warning: templates contain a hidden trap

When many people set out to write a report or proposal, they start with a standard template or adapt a previous document. On the surface, this makes sense. After all, why waste time reinventing the wheel? Surely anything that...

Is AI writing about to choke us?

Is AI writing about to choke us?

AI is already transforming how many of us write. But evidence is beginning to emerge that it may also be harming our organisations in a way that could be hard to undo. The tech definitely has the potential to be a huge help for hard-pressed knowledge workers, who...

Unlocked: the secret of great reports

Unlocked: the secret of great reports

I’ll never forget the first time I was asked to write a report. I had recently graduated and was two months into a new job with the Environmental Health department of a local authority in Swindon. The day before, I’d accompanied my manager on his safety inspection of...

Why simple scares us

Why simple scares us

Simplicity is often misunderstood and underrated. One of the biggest myths in business writing is that complex topics need complex documents. The more important the topic, the more complex we think our writing needs to be – especially when the stakes are high. Writing...

Why storytelling is the language of thought

Why storytelling is the language of thought

Years ago, not long after I started Emphasis, I found myself in conversation with a young training manager for one of the UK’s biggest companies. We were meeting to discuss his organisation's training programme and I was curious to understand what he was focusing on....

Change this one thing to make 2025 a success

Change this one thing to make 2025 a success

Many of us are still hoovering up pine needles from the living room carpet. There may even be a lone chocolate rattling around the Quality Street tin on the coffee table. (Orange Cream, anyone?) But countless New Year’s resolutions made when the fairy lights were...

The best of Writing Matters 2024

The best of Writing Matters 2024

Disappointingly, the good people at the Oxford English Dictionary have chosen not to name Documentese as their 2024 Word of the Year. But as their pick was brain rot, I'm calling that a close second. After all, one definitely leads to the other (or to whatever the...

What if your employer bans ChatGPT?

What if your employer bans ChatGPT?

There’s one critical problem with most articles and videos on ChatGPT. And it’s glaringly obvious to anyone who works in a sizeable organisation. Not that there's any shortage of professionals who are now leaning on AI to make writing easier. As each month goes by,...

The awkward request that transforms a meeting

The awkward request that transforms a meeting

I faced a slightly awkward moment in a meeting recently. Some consultants were presenting their ideas to me, but I stopped them five seconds into their first slide. It was incredibly complex, and I really wanted to understand it. The trouble was that my mind kept...