Arguments work top-down. Governing thought first, then supporting points, then evidence.

Forces you to clarify what you’re saying before you write it. Most weak documents fail here - the writer hasn’t figured out their argument yet.

Pyramid structure

The tip is your most important message. Large stones beneath support the tip - your key points. Foundation is evidence and data.

Without the tip, you have a pile of bricks. Without foundation, the tip falls.

Single slide: headline → bullets → sub-bullets or evidence.

Full document: executive summary → section summaries → individual pages.

Headline test

Read your headlines in sequence. They should tell a coherent story.

Someone reading only the executive summary, or only the slide tags, should understand your argument. Detail beneath supports and proves - doesn’t introduce new thinking.

Can’t hide behind detail or bury conclusions halfway through.

How to use this

Before writing anything longer than an email, write the governing thought. One sentence.

Can’t do it? You’re not ready to write yet. Go back and clarify your thinking.

Then write supporting points. Then evidence. Top-down, always.

See also: Clear Writing for the mechanics, Slide Mechanics for the visual discipline.