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JANSON TEXT PRO 56 ITALIC. Headline example. DEFAULT SETTING. Janson Text Pro 56 Italic Size: 68pt Line Spacing: 82pt Character Spacing: (0) Kerning: Metrics PREFERRED SETTING. Janson Text Pro 56 Italic Size: 68pt Line Spacing: 80pt Character Spacing: (-5) Kerning: Metrics Janson is the face of a company that is enduring, a company that has a point of view because it has seen cycles come and go. 30
JANSON TEXT PRO 56 ITALIC. Body copy example. Default Setting. JANSON TEXT PRO 56 ITALIC. Body copy example. Preferred Setting. Size: 12pt Line Spacing: 14.4pt Character Spacing: (0) Kerning: Metrics Size: 12pt Line Spacing: 16pt Character Spacing: (-5) Kerning: Metrics The secret of good writing is to strip every sentence to its cleanest components. Every word that serves no function, every long word that could be a short word, every adverb that carries the same meaning that’s already in the verb, every passive construction that leaves the reader unsure of who is doing what—these are the thousand and one adulterants that weaken the strength of a sentence. And they usually occur, ironically, in proportion to education and rank. IBM is a company filled with a lot of well-educated people, who have rank. Which is why we must toil to make our writing work. We start by actually knowing something about how the world works, and then taking a point of view about the topic at hand. We must use fact, not just conjecture. We must build an argument, a well-reasoned case for why a leader needs to act. But if you think that every case we make must be long, or tedious, or, boring—are you still reading this?—try this: Write your bio, using only six words to tell your whole story. If IBM were a person, what would IBM’s story be? The secret of good writing is to strip every sentence to its cleanest components. Every word that serves no function, every long word that could be a short word, every adverb that carries the same meaning that’s already in the verb, every passive construction that leaves the reader unsure of who is doing what—these are the thousand and one adulterants that weaken the strength of a sentence. And they usually occur, ironically, in proportion to education and rank. IBM is a company filled with a lot of well-educated people, who have rank. Which is why we must toil to make our writing work. We start by actually knowing something about how the world works, and then taking a point of view about the topic at hand. We must use fact, not just conjecture. We must build an argument, a well-reasoned case for why a leader needs to act. But if you think that every case we make must be long, or tedious, or, boring—are you still reading this?—try this: Write your bio, using only six words to tell your whole story. If IBM were a person, what would IBM’s story be? 31
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