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 the way we write is such a touchy topic

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...

This is why we love long words

Most of us don't like the way we look in photos. We wince slightly when we glance at a picture that includes us. Despite how it might feel, though, this has very little to do with how we actually look. It’s because the face we're seeing is not the face we see in the...

Why it’s so hard to change how we write

Let's start out with a quick question. Look at the line on the left in the image below. Which one on the right do you think is most similar: A, B or C?   It’s pretty obvious that the answer is C, right? Or so you'd think. Yet three out of every four participants...

How much information is too much?

Much of what we write often sails way over our readers’ heads. The problem is that we take our own knowledge for granted and assume that everyone else knows it too. As I explained recently, we all know more than we think. Even if you're new to a topic yourself, it’s...

The old editor’s trick that gets you reading

The headline almost leapt out of my screen. It was June 2020. Every day was bringing another batch of harrowing news stories. Yet this one, on the website of The Mirror, still stood out:   ‘Tragic coronavirus death toll rises by lowest number in seven weeks.’ ...

Why you know more than you think

Why you know more than you think

One of the biggest killers of great ideas (and even greater careers) has to be impostor syndrome. I've met countless professionals who were held back by a lack of confidence in their own knowledge and expertise. It’s almost always unjustified and it always breaks my...

This fake news trick can be a force for good

I've got a quick question for you. How many people live in the Australian capital of Sydney? Is it two million? Five million? Seven million? The answer, of course, is none of those. Canberra is the capital of Australia, not Sydney. Well done if you spotted the...

The report-writing secret that most of us miss

Organisations are full of documents that don't work. The CEO of a London bank recently told me that he'd spent 20 minutes of his last board meeting arguing over the meaning of a single paragraph in a report. And the board had to get through ten other similar reports...

Are your reports grinding readers down?

Getting someone to read a document is often a bit like pushing a car that won't start. You have to overcome a ton of inertia at first. But it then takes much less effort to keep them moving. You're already halfway there if you can get them to read the first few...