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.

What using long words really says about us

How much do big words and flowery phrases really impress our peers? A lot less than many people think, it seems. I've talked before about the strange, alternative language that we adopt whenever we sit down to write a document. I call this language Documentese, and...

The hidden trap in document deadlines

Have you ever wondered why you can never seem to get a document written until its deadline is looming? You might have been paralysed by writer's block for weeks. Yet when you realise it's due in at 5 o'clock today, you're miraculously able to get on with it. It's as...

Why we hate waiting for replies

I confess that I can be a little paranoid at times. And never more so than when I'm sending important emails. It usually goes something like this. After agonising over the message itself, often rewriting it several times, I hit send and the clock starts ticking. If...

Never keep a document’s reader guessing

A client contacted us recently while still recovering from a mild trauma. He was the head of risk at an investment bank and had just finished reading a report on a major incident in the lending team. The report had rightly flagged the problem in the first two...

Don’t fall into this research trap

The strange thing about writer's block is often it's not writing that's the problem at all. It's thinking. 'Thinking is to humans as swimming is to cats,' the late psychologist Daniel Kahneman once argued. 'They can do it, but they prefer not to.' (Kahneman was no...

Why AI writing rarely works

Struggling to write is a universal human experience. We all find it hard to some degree, as I've explained before. But if the key word is 'human', what about AI? After all, ChatGPT is more powerful than ever (even if it has disappeared from the headlines). And AI...

Why my messy writing process works

It's tempting to think that writing comes easily to everyone but ourselves. But if we could see inside their heads, we'd probably find that their experience is much closer to ours than we thought. Writing is not a natural process for the human brain. So when humans...

The brain quirk that explains why we misread documents

An embarrassing mishap befell me during my recent summer break. It happened when I was searching for the bathroom in an unfamiliar West Country pub. Following several signs had led me to a glass door, which was labelled with what I read as the word 'TOILETS' in large,...

Don’t fall into this PowerPoint trap

I found myself in a strange situation recently – I was approaching a long Zoom call with genuine excitement. It was a webinar by an expert I'd just started following on social media and I was very keen to hear more of what he had to say. He started well, drawing me in...

Why the way we write is such a touchy topic

Telling someone they need help with their writing rarely lands well. You may be right. They may even agree with you. But they'll still probably feel at least a little wounded if you point it out. The trouble is that, deep down, we think writing is something we should...

The hidden danger of writing with AI

One of the biggest dangers of relying on AI writing bots is perhaps not the most obvious. It’s not that what they produce is inferior to human writing. It's that the opposite is true. Generative AI apps like ChatGPT or Microsoft Copilot can produce text that is often...