The Art of Plain Talk

First published in 1946, Rudolf Flesch's landmark book introduced the Flesch Reading Ease score — the readability formula now built into every major word processor. Flesch argued from data that clear writing means short words, short sentences, and personal language. The book is a data-driven assault on bureaucratic and academic prose, backed by research rather than opinion. Now in 8 editions.

Ogilvy listed The Art of Plain Talk in the "Recommended Reading" appendix of Ogilvy on Advertising, and its principles are the backbone of rule 3 of his "How to Write" memo: "Use short words, short sentences and short paragraphs." Flesch's readability research gave Ogilvy the evidence for his instinct that clear, conversational copy outperforms complex prose.

For a founder who writes copy, emails, or investor updates, Flesch provides a measurable standard. His Reading Ease scale runs from 0 (most difficult) to 100 (easiest). If your writing scores below 60, it is too hard to read for a general audience. Cut until it passes. This is not about dumbing down — it is about respecting the reader's time and attention.