Monday, January 07, 2013

华为老员工看华为

华为老员工看华为(一):不断改进的海外市场
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前言:
其实一直很犹豫要不要写这个系列文章,因为所处的位置不高,接触公司的高层也有限,经历也只是限于市场,特别海外市场,看问题的角度也不全面,横看成岭,侧看成峰,并且写出来的东西肯定是不完美的,请大家不要太苛求。
但是我想我一是个喜欢思考的人,也是喜欢总结的人,在华为这么多年,我一直觉得可以学到很多东西,贪一时快乐,慢慢在华为已经超过十五载了。
所有写的东西只是我一个人的看法, 不代表任何组织和单位。
其实外面的人一直很好奇华为是怎么做开海外市场的,是不是把国内的一套的吃喝嫖赌玩的方式给搬到海外去了,所以就成功了,我想有这种想法的人肯定很多,但是实际上是在电信这行业里面,单个项目投资巨大,如果你不能取得运营商的信任, 估计你想请客户吃喝嫖赌玩,客户也不敢; 而且,能提供的公司又不在少数,为什么找一个不出名华为呢,还担很大的风险。
其实华为做海外市场用两个字来形容的话:改进,五个字来形容:不停地改进。
华为是如何通过不停地改进来做市场呢?
我记得:98年到2000年的时候,是我们小徐总主管海外市场,他当初对第一批人说去海外第一步是解决生存问题,这个生存问题不是指公司在海外的生存,是指你个人在海外先扎下脚再说;再具体的说:前六个月做三件事情:
1\找一个宾馆先住下来; 
2\在当地开一个帐号; 
3\租一套房子常驻; 
曾经和别人提起六个月三件事的时候,别人很惊讶,这也太简单了; 其实在1999-2000年不是太简单的事情,当时的环境,没有互联网,住在什么地方真不知道,宾馆也不清楚; 没有信用卡(或是很少),出国只能带2000美元,所带的钱可能只付20天的宾馆费用,以后的生活找钱就是一个麻烦事情;  也不可能有工作签,这个意味着在大部分国家就不能开帐号, 也不租到房子住;开不了帐号,公司没有办法给你汇钱;我也没有统计过当初大家是怎么解决这些问题的,反正第一批的海外人员扎下来根。这个是到2000年左右,非常艰难的一段时光; 公司考核你的指标就是:生存下来就有奖金,看着好玩吧。
解决生存问题的时候, 公司就开始想下一步的事情了,生存下来就不能再拿奖金了,要求是见到客户算数,这个时间的要求也是6个月以上的时间,当时海外对于中国的认只是:一个张艺谋的电影, 一个是劣质产品; 不要说华为可以生产电信产品,就连中国有没有公司可以生产高科技产品,都不会有人信; 所以这个时间,想见到客户真是难上加难,内部开玩笑说:见到门卫就不错了。 我后来统计了一下,有以下几个办法去见客户的,找中餐馆,特别是好的中餐馆有时候会有一个达官显贵出没,有一些老板可以认识他们; 找大使馆,通过大使馆来找,其实找到大使馆帮助的事情本身就不容易,因为华为在国内也没有名气,远不如国企,再加上当时的大使馆的使命还不完全是为经济服务的; 找当地华人华侨; 在展会收集名片,回来打电话,发邮件,发传真求约见的; 还有一个是看报纸找招标信息的。 
后面两个就是我们主要的渠道,结果因为语言不好, 我们几乎到了有项目就投标的地步,也闹出了很多笑话,如投卫星标的,有把土建当电信; 通过大量的投标,和大量的求约见的方式,终于闯过了门卫这一关,可以见到客户了;但是面临问题又出现了,我们能见到的客户:一个是非常有限,而且层次也很低,二个别人总是对你另眼相看,怀疑你是不是真的可以做成电信设备;如:华为的交换机可以提供7号信令吗;你们的光网络设备是OEM朗迅的,怎么可能价格比朗迅价格还低,这是不可能的。
这个时候公司对于大家的考核,就是统计一下你一年之内见到了多少客户,客户的层次是什么。如果你做到了, 年底就可以有奖金拿了。 
接下来,公司就开始要求海外的人员是:请进来,看看华为公司的实力;刚好2000年的时候, 有一个香港展,公司就发动所有人来请客户到香港参加展会,下的指标是2000人来香港参展; 其实当时能请来的客户的高层是少之又少的,很多客户经理就是为充数:把工程师,以及客户的客属,甚至更过分的客户的司机也请来了,不管怎么说,当时应该有2000个人了,只是素质参齐不齐而已,搞得当时香港所有的出租车都说大陆有一家SB公司花钱如流水,包光了香港所有奔驰车。
但是不管怎么说,这次香港展给华为带来了不估量的影响:客户一看这么多人来华为参展,看来华为还是靠谱的公司, 二是,看到了深圳,华为的总部,以及部分人来到了北京,上海,发现中国远不是他们想像那样,产生几个高科技的公司是应该的; 这些人回去以后,又通过自身的感受中国和华为,又吸引更多人对中国和华为的兴趣,这个以后再请客户回国,就相对容易很多。 
这个时候,公司才开始考虑怎么去销售了,这个阶段是一直到2003年。因为深刻记得老板要求2003年的海外的销售指标为10亿美元,所有的人都觉和是疯了,不可能完成的。 老板说:我在全球看了一下,我们一共在全球突破, 开实验局的,已经有200个客户了,平均每个客户能带来5M的销售就是10亿美元,到年底时候,我们真的达到了10亿的销售的时候,公司在海外的增长,就进入了一个快轨道了。
但是当时开实验局的时候, 也是艰辛无比;虽然客户也来中国和总部看到了, 也被震惊了一下, 但是真要把设备拿 到他们网上实战的时候,别人心里还是在打鼓的, 所以当时大部分找的是:二类T,三类T,甚至是四类T,先有一个突破再说,或是爱立信,阿尔卡特等公司非常不关注的运营商来突破; 当时最高的奖金是:能卖出一台设备值500万美元的话,公司奖励150万人民币(记不清楚了,反正很高),免费开一个实验局,公司奖励40万。所以大家当时在海外干劲实足,一口气就开了200个实验局加上突破的项目。
同时这200个实验局和突破的项目,基本上把华为海外的适配就完成了,如:电源插头,电压要求, 当地的环境要求, 准入要求等,为后面的10亿美元的销售,趟出一条羊肠小路。
而且这个过程当中,公司把大量的国内优秀的销售,会英语的和不会英语的,愿意去的和不愿意去的,往海外扔, 而且从不妥协,只有去和不去降级的两条路。
到了2003年以后, 公司的销售就有很大的改进,重大的标志:阿酋联电信的3G中标和香港的3G中标,就基本上意味着华为在实验局这件事情已经告一段落了,公司的考核的已经不再是实验局的数量了,是销售和山头目标。
销售大家都很容易理解,反正就是你东西给卖出去,把钱收回来;山头目标实际上是牵引公司多产品进入,或是公司的战略产品进入运营商的网络; 先不再乎进入多少,但是要先挤进去; 如:当年我们进入阿联酋电信的3G,公司下达一个指标就是把我们的软交换也要打入阿联酋电信; 当我们把软交换突破并且规模销售的阿联酋电信的时候,公司又下达了把光网络, 接入网也突破和规模销售到阿联酋电信;相比爱立信,华为当时最大的优势就是捆绑销售或是交叉销售; 我在卖软交换的时候,送一些光网络和接入让他们试用; 这个是爱立信当时如何也做不到了。就这样,华为一旦进入一个运营商,很快就会全面开花,把大量的产品销售给了运营商; 
当销售不是问题的时候,公司就在思考格局的问题了;原因爱立信在2004年的时候,嘲笑华为全球所谓11个3G网络的基站数量不如爱立一个3G网络多,因为当时,华为的3G网络就是一些小国家开的,如毛球等; 公司也意识到以华为当时的市场地位,这样的格局非常危险,一个并购,就把华为扫地出门,所以当时就是立下进入主流国家,进入当地所在国家的注流运营商,如:孟加拉一定要进入第一大运营商,要进入欧洲主流运营商,攻尖战,炸调堡成为当时的流行词; 在这个目标的牵引下,欧洲的市场逐渐打开, 如英国电信,VDF等公司,亚太的马电,新电信等市场渐渐地打开了。 
格局也有了, 主流国家, 主流的运营商也进入了,公司思考就是网络的格局了,如:和中国移动的合作,华为一直很难进入上海和北京这样的大城市, 在国外也一样, 华为设备基本上是在政治首都和经济首都之外的地方用,公司的市场目标就改为:进首都,同时要把核心网络进入客户的网络,只有这样,才能真正的建立和客户的战略合作伙伴关系。
当然这几年公司要求也是越来越高:要求有质量的销售和增长,同时要求有现金流和利润。
所有的这些华为在市场拓展的过程当中,几乎是一步一个脚印在往前走; 不论是对公司内部管理,研发,和人员要求来看,都越来越高,如同一辆高速的战车,跟得上的销售,就可以上升, 跟不上的销售,只有下降。
有一次和NSN主管聊天,他说:他们可以挡 1年,2年甚至3年华为的进攻,而且大部分公司在3年还不成功的话,基本上就放弃了,但是真挡不住华为7年换人轮番进攻,德国市场就是从2001开始到2007打开,这本是西门子,后来NSN的本土市场。
其实华为在海外市场的地位就是一个不停地改进和优化的过程,这当然也包括公司管理,人员结构,研发,供应链所有体系的改进。依赖这些点滴的改进形成一个大突破。


华为老员工看华为(二):如何找到国际化人才

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如果把香港也算是海外市场的话,华为试水海外市场是1996开始的。不过,我眼中的华为海外市场是从1999年开始的。在1996-1999年之间,华为海外市场是以贸易的方式来做的。到了1998年底,华为开始思考如何去做海外市场,当时人称小徐总”的徐直军开始负责海外市场。

国际化很大的话题,我大体上会部分:
1. 如何找到国际化人才;
2. 华为是怎么打开海外市场的;
3. 华为为什么没有陷入海外的税务劳工和法律陷阱

今天先谈谈第一部分:如何找到国际化人才

1999年开始,华为开始运作海外市场, 首先遇到的事情就是谁来做海外市场记得当初TCL李东生在2004年的时候,豪情万丈地说要招聘1000个国际化人才来开拓海外市场,我想TCL当时遇到的情况和华为在1999年的情况差不多,就是谁来开拓海外市场。

按当初的想法,首先应该排除的就是国内做市场的人,因为这帮人语言不好人脉不通。那么,剩下可以选择的就有三种人了
1. 本地的外籍员工
2. 外企中国籍高管;
3. 海外留学生

下面,我会分别谈谈这三种人的表现。

第一种人:本地的外籍员工
看起来是一件非常简单的事情,但是做起来以后发现根本就不可能实现,特别是1999年时候的华为。1999年的华为不要说在国外有名气,在海外根本不会有人知道有家中国做电信的公司,所以根本就招聘不到像样的人,更不用说管理当地业务的高管,我们当时开玩笑说,招一个秘书和司机,别人都在脸上画一个问号:华为可信吗?

同时在当时,华为的内部可以说英语的人,或是可以流利准确理解英语的人并不多;同时市场初期,产品适配、流程、报销、人员出差等公司内部的问题都需要和机关(以前叫总部)进行沟通。问题就出现两个方面了:一是公司的内部在当时说英语的人很少,二是当地的高管同样也不熟悉机关内部的人员,很难搞得清楚找谁去推动把问题给解决了。

最终的结果就是,外籍高管觉得华为就是一个狗屎公司,管理乱得一踏糊涂;华为觉得这帮老外怎么什么事情都做不成,就知道抱怨,不是一个合格的高管。在初期招聘的海外高管(包括港籍高管),几乎无一幸免,全部以失败而告终。

第二种人:外企中国籍高管
外企中国籍高管实际也适应不了华为海外当时的情况,不是这些人不优秀,实际上这些人足够优秀,以至于优秀到华为对于他们来说已经不是一个好平台了,这个也是后来我们才知道的,招聘当中有一类人也是不能招的:over quality

即使招到了外企的中国籍高管,他们也要面临以下的挑战:一则大部分外企的中国籍高管在中国只是管一块业务,如管销售的就是管销售,管售后的就是管售后,很少有全面管理的人才;二则跨国公司有成熟的流程业务支撑平台,使得他们在拓展市场的时候有一个坚强的后盾,不用为后勤而烦烦。三则跨国公司如朗讯等在海外有非常好的名声,只要说你是朗讯和爱立公司驻某国家的首席代表,基本上就能见到该国的所有运营商高层,一谈技术方案别人就信你说的,所以当时朗讯和爱立信根本不用为见客户而烦恼,他们之间的竞争大部分只是价格和服务之争。

华为则不一样,当时华为在海外的代表其实就是个管家婆,什么事情都要操心,衣食住行都要管找司机秘书建后勤体系,关心大家吃得好不好,签证,出差的安全……真是烦不胜烦,整天提心吊胆,压力巨大无比,当时就有代表为此而得抑郁症的,也有接电话就抖的。

当然最为重要的事情还是客户拓展你说你来自华为,一开始能见到运营商的门卫就不错了,根本就见不到运营商的高层所以要挖空心思去约见客户。华为和跨国公司拓展方式的巨大差距,使得跨国公司的中国籍高管很难适应。

不管怎么说,这些外企高管还是给华为留下市场拓展的新思路,还有规范的项目管理经验,也为华为做出过巨大的贡献。其中也有一些适应华为拓展模式、并且调整好自己心态的外企高管他们在华为都混得很好反之就走了。

如今,华为开始大力拓展海外企业业务,同样的事情还要重演一次。华为和思科IBM在企业网上巨大的市场差距,使得华为企业业务肯定不能走思科IBM之路。举个简单的例子:思科的员工大部分时间是在管理代理商,协调多个代理商去协同,或是平衡代理商的利益对于代理商来说,思科是上帝,他们是围着思科转的。而对于华为现在所处的阶段,海外只要有代理商愿意跟华为合作,就是谢天谢地了。这就决定代理是华为的上帝,华为只能围着代理。因此,从思科加入华为的优秀人才,在华为就会有一段痛苦的适应过程。

第三种人:海外留学生
华为也做过类似的尝试,后来发现也走不通一方面这些人太年轻,不足以和运营商的高管对话,他们大部分对电信行业也不了解,不能开拓市场;一方面这些海外留学生也只是把在华为的工作当成一份工作而不是一份事业他们一般都会过分强调生活和工作平衡, 难以适应当初华为海外一片混乱的状态和高强度的工作。

也有少数海外留学生在华为取得了极大的成功,如终端公司电子商务部部长@徐昕泉 当初就是在俄罗斯留学的时候加入华为的。

把上面的“三种人”都试了一圈以后,华为才有了2000年底深圳五洲宾馆举行、著名的海外市场誓师大会。从那以后,华为彻底改变了海外的用人策略,开始把国内大量的优秀销售人员调往海外,而且不管你英语好不好,强行调人就是这批操着不熟练英语甚至根本不会英语的华为人奇迹般地把海外市场逐步打开了。

后来看到一则新闻:帮助TCL打开越南市场的,就是土生土长TCL人,而非外部招聘的国际化人才我想TCL和华为是殊途同归了吧。
今天先谈到这里,明天我会跟大家聊聊华为到底是怎么打开海外市场的,欢迎继续关注。

华为老员工看华为(三):如何规避海外陷阱

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大家对于华为怎么做海外市场还是非常感兴趣,都觉得华为的战略规划太NB,把13年国际化的规划都做出来了,还分解成了一个个小目标,然后牵引大家,最终完成一个宏伟的目标。
事实真不是这样的,这些市场的拓展策略还真不是任老板和公司高管们高瞻远瞩出来的,是一线提出来之后,公司高层采纳以后,然后全球推广和的。为什么在第一篇文章中要用“改进这个词来说明华为是怎么做海外市场的就是因为华为每年都会遇到多问题,然后会有人提出解决这些问题的方法,接着公司就会遵循试验总结推扩(推广和扩展)、优化的过程,不停地修正前进的方向最后才到达了目标。 所有这些改进的输出就是:标准化模板化和流程化。因此,欧洲地区部一位牛人在公司内部提出:快速学习也是公司的核心竞争力,得到公司普遍的认同。
下面我就具体谈谈华为在海外是如何避免陷阱的。总体上我们可以将陷阱分成两类,一类是商务陷阱,另一类是工程陷阱。
先说商务陷阱。2002年之前华为的合同大部分是内贸合同,对应的客户也简单,就是三大电信运营商,所以发生信用风险合同诈骗商务陷阱的事情几乎没有但是在海外投标就完全不一样了,经常会发生高风险的事情,华为做投标的人当时都有一种惶惶不可终日的感觉,因为一旦出现商务陷阱,给公司带来的损失都是不可估量的。
当时公司投标办的一个哥们就提出来做件事情:一件是做国别商情调查,另一件是做国际合同商务指导书。正是这两件事情把华为带出了国际市场的商务陷阱。
先说国别商情调查对于单个国家来说,就是做一个商务环境的尽职调查,包括这个国家的法律情况(合同法\劳工法\税务法)税收政策人员习性,以及可能不经意就会违法的地方,把这些做成一个手册,按国家\地区部归档,并注明调查的日期还有更新版本号。最后,公司在全球一共做了将近100个国家,历时年多。
我们开玩笑说,这100个国商情调查比商务部所掌握的资料都详细,如果汇编成册拿出去卖的话,估计能卖20000元一套,卖出1000套应该不成问题,所以我们的价值大约是2000万人民币。
依据这些资料然后按地区部(后来是按片区)分别做国际合同商务指导书,指定专人到各个地区部,给所有的人员海外商务知识的培训。所有准备派往海外市场的员工强行要求学习和考试,如果考试不合格暂停外派。
与此同时,公司的报价模板进行优化,内嵌了FOB(离岸价)、CIF(到岸价)和DDP(完税价)的报价系数,这样即使一个刚入职不久的新员工,经过简单的培训就能够胜任海外报价的工作
这些工作一直到2004年才告一段落。也正是因为做了这些工作,给后来海外市场大发展奠定了基础,否则应付海外官司就足以把公司打回到解放前。当然华为也遇到过恶意的诉讼,标的超过了10亿美元,由于之前已经做过了这些标准动作,华为不仅打赢了官司,还追回了大部分货款。
以上这些只是解决商务陷阱的问题,并没有解决工程陷阱的难题
大约是2002年之后,很多国家在发新移动牌照,拿到牌照的运营商往往要求设备商不仅仅提供电信设备,还要做土建工程,而且工程项目的金额还很大。这对于华为来说是机会挑战并存:做得好,销售上一个台阶做不好,亏得连底裤没了。
一开始华为对于工程没有经验,在投标这种包括工程的Turnkey(交钥匙)项目的时候,华为的报价要不是爱立信的2-3倍,要不就是爱立信的20-30%。高价当然不可能中标,回去被公司骂;报低价的自己都暗地求佛祖保佑千万别中标,因为一旦中了就亏死了。这就是老板一直说华为是个土八路,包个白头巾,腰中别两个手榴弹的原因。国际上形成华为低价形象,大部分也是这段时候造成的。
于是公司下了狠心,找来了给公司坂田基地盖房子的香港金门建筑公司,还有专门做Turnkey咨询方案的一家挪威顾问公司,从头学习土建知识。我们先学会了Turnkey项目分解成电信设备和土建两大部分电信设备这部分我们熟悉,做起来相对容易土建部分分成铁塔地基和方舱三大块,铁塔又细分5米10米15米25米30米和40米规格,这么一层层地细分下去,地基和方舱也是如此。然后按照各个国家的价格调查进行分类存档,并做成报价模板。这一系列的标准动作之后,我们逐渐发现和爱立信的Turnkey报价越来越接近,也就是10%左右的偏差了。
做到这个程度还不够。我们发现,如果我们和爱立信同时中标做下来,爱立信有利润我们却亏损了。又基层员工找到了亏损的原因:我们安装1个站点要跑10次,拉10次货才完工,这样员工安装技术的要求也非常高,当然就亏了。
后来就有人天才地提出按站点发货,一个站点一次运过去。不过,这对公司的供应链生产发货都提出了更高的要求,最后公司做到了。同时,还有人把设备的安装动作给标准化了简单举例:一个基站竖一杆,规定往左(不是右)拧三圈(不是四圈,也不是二圈)螺丝就可以了,然后还培训分包商,给分包商送培训光盘这样就降低了分包商人员在技术素质的要求,同时还极大提升了效率和质量。
从此之后, 华为的Turnkey项目也赚了大钱。前段时间看新闻,说某大型建筑央企在沙特亏损40亿人民币以上,另一家大型央企也在波兰高速公路项目上巨亏他们的这种情况要放在华为,估计连公司内部评审会都通不过。
关于华为的国际化,我的三篇文章分别从策略、人才和陷阱三个方面谈了我看到的情况。各位网友,你们还想了解哪些方面的情况?

华为老员工看华为(四):手机的来龙去脉_IT老记_新浪博客

看到@it老记冀勇庆 转过来的网友评论,说在炒作,这让我感到很吃惊。虽然我本人根本无意炒作但是这样下去肯定也难免有炒作的嫌疑这是最一篇,以后再写华为的文章了。
华为终端的来龙去脉
有人问我怎么看华为手机业务,我想说:如果华为手机业务停止快速改进了,就是华为手机业务关门的时候,至少目前我还能看到正在快速改进。
华为做手机应该是不知不觉进入这个业务,至少在很长的一段时间之内,公司并不怎么太重视终端业务
当初华为是做小灵通的时候切入终端业务的。进入小灵通的手机业务完全是被UT斯达康给拖入进去的,大家都知道UT斯达康由于小灵通业务一时风光无限, 并开始瞄准华为的业务范围,打算以小灵通的高利润作为基础,捆绑销售交换、光网络无线(GSM/CDMA/3G)产品,从而进入华为的地盘,这也引起了华为的高度警觉。
公司一牛人,也就是普通员工,专门找到UT的财报做了个利润分析,发现小灵通业务竟然到了UT利润130%,其中小灵通手机业务占到了利润的100%,小灵通系统业务占30%;除此之外的其他业务都在投入期,一共亏掉了30%。这个报告被公司高层采纳以后决定打击UT的利润。当时华为已经错过了做小灵通系统设备的时机,短时期搞不定小灵通系统设备,但是小灵通手机没有壁垒,比较容易进入。
公司就拿了2亿人民币做小灵通手机业务公司当时的要求是不准高利润,也不准亏本,自己养活自己,滚动发展。
做手机有两大要点:销售渠道售后服务其实稍微分析一下就明白,UT当时只走运营商渠道,没有公开销售渠道。而对于售后服务的问题,也不知是哪个华为的天才提出来的,不做售后服务,机器坏了就换,这样可以在短时间内把小灵通业务起来。如果坏了就换的话,这个比例有多少呢?当时华为无线固定台的损坏率只有1%左右,即使小灵通手机高一倍也不过2%。也就是说如果华为卖给运营商100台手机的话,会另外再送2台手机以解决售后的问题,这个代价其实并不大。
这个终端销售的原则后来被用于华为的数据卡智能手机家庭固定台上了。所以大家经常问华为手机的品质如何,我说还是挺有信心的,原因就是损坏率肯定不会高于2%,否则运营商就会找华为麻烦
运营商是华为的强项,打开销售渠道非常容易很快华为小灵通手机的市场占有率从5%增长到了25%。正是因为华为的参与,当时小灵通的平均单价一下子从1500直线降到500。小灵通手机销量的大幅增长带动了UT小灵通系统设备的增长,但是毛利已经远远不预期了很快就发生了UT第一次季度销售额没有达到预期,从此之后UT再也没达到预期,走进了下滑轨道。
在销售小灵通手机过程中发生了很多事情如骗货等,公司把这些经验总结归纳之后渐渐形成了华为终端以后的销售模型。
很快小灵通手机的销售就进入平台期,大约是在2006-2007年的时候,可以预见小灵通肯定要进入下降轨道了华为这批做小灵通的员工寻找新的活法,求变是唯一的出路。恰好此时沃达丰主管销售的一位高管来华为访问,随口问了一句有没有3G数据卡。华为的陪同人员认为这是一个重大机会点,于是赶紧会同研发人员,先是OEM了一款给沃达丰用,同步开发自己的产品。当时欧洲数据卡的单价大约是1000欧元,公司测算成本估计不超过50欧元;想想也是,数据卡和手机本身的差别在于不用电池不用键盘不用屏幕不用听筒,成本肯定低于手机。
但当时的数据卡不好用,主要原因是需要安装驱动程序,还有进行复杂的设置驱动只能从光盘安装很多人都有这样的经历,经常找不到安装光盘又不知道IP地址APN等网络设置,再加上价格又很贵这些因素都极大地阻碍了数据卡的使用。公司的研发就想出来免驱动免设置其实当时的Windows操作系统还做不到免驱动,华为的哥们天才地想到在数据卡当中内置存储卡存放安装程序,插上电脑以后就会自动安装驱动程序,同时把设置直接内置到安装程序中,免去了复杂的设置。经过这些小小改进之后的数据卡很快点燃全球数据卡市场的熊熊大火,华为数据卡市场占有率也很快提升到了70%
2007年第一iPhone发布,公司战略部刘南杰博士提出电信网络端管云战略也逐渐被高层接受。此时,公司一名员工首先提出来智能手机将替代便携电脑,便携电脑是数据卡的主要载体如果智能手机热销就会危及数据卡销售。由此,拉开了华为进入智能手机的大幕。
华为内部也知道,华为不可能成为苹果,也不可能成为三星。那么,华为的位置在哪里?公司消费实验室的一个哥们提出:华为应该做150美元的智能机,国内千元智能机这个哥们经过研究发现2G的GSM快速普及的时候手机的价格在170美元左右,那么3G想要快速普及,预计智能机的价格应该在150美元左右。此后,2009年到2011年,华为全力推广千元智能机,得到大部分运营商的认可,也确立了华为在这个档位地位当然,这也形成华为智能机的低端形象。从国内可以看出来,公司出了一系列精品千元智能机如G330DC8650C8812C8812E结果的确就像公司预想的那样,智能机的增长抵消了数据卡下滑。
我对于公司的手机业务还是比较有信心的,原因还是华为手机业务在快速改进之中手机的产品设计从Ascend P1开始就上了新的台阶,虽然华为手机的营销渠道品牌品控UI等方面做得还不够好,但是可以看出很大的改进。同时由于华为自主研发的K3应用处理器和巴龙基带芯片投入量产,在智能手机上有了核心控制点,产品也能够平台化,从而有效降低成本。
同时面向全球市场,既是华为手机的优势也是华为手机在中国的劣势微博名人@许单单 在新浪微博上曾经说过,华为输入做得这么差,为什么不让搜狗来做问题是搜狗又不会做阿拉伯语法语日语意大利语输入法,华为手机卖到这些市场去就必须有这些输入法作为配套。
最后再多说一句,算是结束语吧:如果华为手机业务停止快速改进了,那也就是华为手机业务关门的时候。不过身在华为,看到华为手机一直都在快速改进,尽管做得好,我依然觉得还是有希望的。
这也是我写的最后一篇,朋友们再见了。



Wednesday, January 20, 2010

Top 10 Programming Fonts

source http://hivelogic.com/articles/top-10-programming-fonts

I’m a typeface geek, and when it comes to selecting a font I’ll stare at all day, I tend to be pretty picky. Recently, when I discovered that a friend was using a sub par typeface (too horrible to name here) for his Terminal and coding windows, my jaw dropped, my heart sank a little, and I knew it was due time for me to compose this article.
What follows is a round-up of the top 10 readily-available monospace fonts. Many of these fonts are bundled along with modern operating systems, but most are free for download on the web. A few, notably Consolas, are part of commercial software.

A note about anti-aliasing

In the past, we’ve had to decide between tiny monospace fonts or jagged edges. But today, modern operating systems do a great job of anti-aliasing, making monospace fonts look great at any size. It’s not 1990 anymore. Give your tired eyes a break and bump up that font size.
If you have any doubt that anti-aliased fonts are apropos for code, note that even the venerable BBEdit — which for years has shipped with un-aliased Monaco 9 set as the default — has made the jump. The app now ships with a specially licensed version of the Consolas font from Ascender, bumped up in size, and with anti-aliasing on by default. Panic includes a special anti-aliased font (Panic Sans, which is actually just a version of Deja Vu Sans Mono) with its popular Coda application.
Unless otherwise noted, I’ve used a larger size font, 15-point in fact, for the examples here to illustrate their legibility at larger sizes and with anti-aliasing turned on.

10. Courier

All systems ship with a version of Courier (sometimes Courier New), and unfortunately, many have it set as the default font for terminal and editor windows. It does the job, but it’s a bit dull and boring, lacking style and class. I don’t recommend this font if you have any other choice — and fortunately, you do. If you use this font, please bump the size and turn on anti-aliasing.
Courier New Figure 1 Courier New

9. Andale Mono

A bit better than the Courier family, Andale Mono is still relegated to the “default font” category as it ships with some systems, and you wouldn’t want to download or use it if it wasn’t already there. The character-spacing is a bit too clumsy and the letters are a bit too wide for my tastes.
Andale Mono Figure 2 Andale Mono

8. Monaco

Monaco is the default monospace font on the Mac and has been since its inclusion in System 6. It’s a solid, workhorse font that really shines at smaller font sizes with anti-aliasing turned off. I loved this typeface back when my eyes could tolerate staring at a 9-point font for hours, but those days are behind me. This font looks great at 9 or 10-points (Figure 4), and doesn’t look too shabby anti-aliased at higher sizes (Figure 3).
As far as I know, you can only get Monaco as a part of Mac OS, but there are alternatives, so keep reading.
Monaco Figure 3 Monaco
Monaco 9 Figure 4 Monaco 9-point, without anti-aliasing

7. Profont

Profont is a Monaco-like bitmap font available for Mac, Windows, and Linux (there’s also a modified version for Mac OS X called ProFontX by a different author). They’re best at smaller sizes, and make a great alternative to Monaco if you’re on a non-Mac platform and want really tiny fonts and the eyestrain that goes along with them.
Profont (and ProFontX) is intended for use at 9-points with anti-aliasing turned off.
Profont Figure 5 Profont 9-point, without anti-aliasing

6. Monofur

Monofur is a unique monospace font that looks great anti-aliased at all sizes. It’s a fun font with a distinct look that is vaguely reminiscent of Sun’s OPEN LOOK window manager, which ran Solaris (aka SunOS) systems back in the late 80’s. If you’re looking for something a bit different, try this font, but make sure you have anti-aliasing turned on, even at small sizes.
Monofur Figure 6 Monofur

5. Proggy

Proggy is a clean monospace font that seems to be favored by Windows users, although it works fine on a Mac. It’s a clean font intended to be used only at smaller points, and without anti-aliasing.
Proggy Clean Figure 7 Proggy Clean at 15-point (yes, 15-point), without anti-aliasing

4. Droid Sans Mono

The Droid font family (available for download here) is a nice font family designed for use on the small screens of mobile handsets, like Android, and licensed under the Apache license.
Droid Sans Mono makes for a great programming font. It’s got a bit of flair, and stands out among the other monospace fonts I’ve listed, and its only real flaw is the lack of a slashed zero.
Droid Sans Mono Figure 8 Droid Sans Mono

3. Deja Vu Sans Mono

The Deja Vu family of fonts are one of my favorite free font families, based on the excellent Vera Font family. The Deja Vu fonts have been updated with a wider range of characters while maintaining a similar look and feel to that of Vera.
This was my go-to font family for many years. It looks great at any size with anti-aliasing turned on.
Panic ships a font with it’s Coda application called “Panic Sans” which is based on this font. Gruber says via email that when he compared Panic Sans against Vera, he noted that “Panic had noticeably crisper punctuation chars” and that it seemed like they had improved the hinting on some characters as well.
Deja Vu Sans Mono Figure 9 Deja Vu Sans Mono

2. Consolas

Consolas suddenly appeared on my Mac after I installed Microsoft Office, along with a handful of other new fonts from Microsoft.
This font was designed by Luc(as) de Groot for Microsoft’s ClearType font family (there’s a nice write-up with samples of each of the new Microsoft fonts here). Consolas is a commercial font, but is bundled with many Microsoft products, so there’s a good chance you might already have it on your system.
You’ll absolutely want to have anti-aliasing turned on if you’re using Consolas, because it’ll look terrible without it.
Too bad it’s not free … if it was, it would be #1 on this list.
Consolas Figure 10 Consolas

1. Inconsolata

Inconsolata is my favorite monospaced font, and it’s free. Shortly after discovering it, it quickly supplanted Deja Vu Sans Mono as my go-to programming font. I use it everywhere, from Terminal windows to code editors. It has a certain sublime style that’s unique without being over the top, and it looks fantastic at both large and small sizes. I use this font when I show code samples in a presentation, and it’s the font we use in Terminal and TextMate windows when filming PeepCode screencasts.
Inconsolata is designed to be used with anti-aliasing enabled, but it’s surprisingly legible even at very small sizes. A big thanks to Raph Levien for creating this font, and for making it free.
Inconsolata Figure 11 Inconsolata

Thoughts?

Did I miss your favorite coding typeface? Think the list is out of order? Let me know. If there’s a typeface you think should be in this list, please let me know in the comments section below. If it meets my ridiculous standards, I’ll review it and include it in a follow-up article.

Thursday, November 19, 2009

Zhu Qingshi Interview

source: http://www.sciencemag.org/cgi/content/full/326/5956/1050


News of the Week

Newsmaker Interview:

University Head Zhu Qingshi Challenges Old Academic Ways

Richard Stone BEIJING—Every autumn when Nobel Prize winners are announced and the world's most populous nation misses out—yet again—the mass media and blogs here blame an education system that values rote memorization over creativity. Widespread disaffection is a factor, Chinese state media observed, behind the National People's Congress's decision earlier this month to sack Education Minister Zhou Ji.
But true change may come only from the bottom up. In September, the government of Shenzhen, a city in southern China, appointed physical chemist Zhu Qingshi as president of the planned South University of Science and Technology (SUST). Zhu insisted on also being appointed the university's Communist Party secretary, making it clear he would be calling the shots.
A Sichuan native, Zhu, 63, graduated from the University of Science and Technology of China here in 1968 (USTC later moved to Hefei) and has been a visiting fellow at several top overseas labs, including the University of Oxford, the University of Cambridge, and the Massachusetts Institute of Technology. Zhu's pioneering research in laser spectroscopy won him election to the Chinese Academy of Sciences at the tender age of 45. He became known as a reformer during his tenure as USTC president from 1998 to 2008.


Figure 1


CREDIT: PHOTO COURTESY OF XU WENGE/NDDAILY [Larger version of this image]
Shenzhen, near Hong Kong, was the cradle of China's market economy 30 years ago. In its bid to become a paragon of education reform, the city paid nearly $1 billion for the land for SUST's campus, expected to open in 2012 with an enrolment of 1500 undergraduates and 500 graduate students in science and engineering—all on scholarships covering tuition and living expenses. (SUST will launch with a small group of students in temporary digs next year.) In an interview with Science, Zhu explained how he intends to shake up China's university system—whether the education ministry likes it or not. Q: What did you do in Hefei to earn your reputation as a reformer?
Z.Q.: My most important contribution to USTC was not what I did but what I did not do. In the past several years, Chinese universities grew very quickly, buying up land and enlarging enrollments. But teaching staffs were not expanded. We wanted to maintain academic standards, so we rejected this approach. Secondly, the Ministry of Education evaluates teaching and research activities at all universities. Evaluation is a good thing. But the ministry's evaluation now is not a real evaluation; it's a formal exercise.
Q: An exercise in wining and dining?
Z.Q.: Exactly. The evaluators would come to our university, and we didn't prepare anything special; instead we asked them to observe the professors and students.
Q: Did the education ministry appreciate your approach?
Z.Q.: No, they did not appreciate it. We didn't get perfect marks, but around 70% of China's universities did. Everybody knows the evaluation has no meaning. Of course, it's connected to funding, and our university got less money from the central government. But we kept a very high level of education and research.
Q: In what way will SUST be different from other Chinese universities?
Z.Q.: We will abolish rank: what we call debureaucratization of the administration.
Q: How will that help?
Z.Q.: The main problem in higher education is bureaucratic power. Many professors now pursue bureaucratic rank instead of academic excellence. If you attain a high rank, you get money, a car, research funding. This is why Chinese universities have lost vitality.
Q: How will you persuade people to work for SUST rather than top universities like Tsinghua or Beida [Peking University]?
Z.Q.: First, the Shenzhen government promised that we can hire professors at the same salary as professors at Hong Kong University of Science and Technology. That's higher than Beida, even higher than many U.S. universities. Also, SUST will be the first university in China with a significant budget for research. This is something I'm pursuing very hard. We don't want our professors to have to continuously apply for funding.
Q: A lot of critics say that China's education system suppresses creativity. At the teaching level, what needs to change?
Z.Q.: We feel that the whole year of grade three of high school [equivalent to senior year in the United States] is wasted just preparing for the Gao Kao [the national university entrance exam].

At SUST, we will not enroll students based on Gao Kao results. We will enroll them directly from grade two of high school. Next year, we will take 50 students from grade two.
Q: Does the education ministry see your rebel attitude as a threat to its authority?
Z.Q.: They might not forbid us to carry out our plan, but they also might not encourage us. There is a danger that our students may not get a diploma issued by the education ministry. My goal is to ensure that my students are accepted by society and get good jobs after they graduate. If I accomplish that, this experiment will be a success.

People are looking for a university to challenge the education system and show an effective path for reform. SUST is going to face many problems. I am prepared to be the first to try true education reform, but maybe someone after me will be the first to succeed.


Tuesday, July 07, 2009

The Science of Scientific Writing

The Science of Scientific Writing


If the reader is to grasp what the writer means,
the writer must understand what the reader needs

George D. Gopen and Judith A. Swan*

*George D. Gopen is associate professor of English and Director of Writing Programs at Duke University. He holds a Ph.D. in English from Harvard University and a J.D. from Harvard Law School. Judith A. Swan teaches scientific writing at Princeton University. Her Ph.D., which is in biochemistry, was earned at the Massachusetts Institute of Technology. Address for Gopen: 307 Allen Building, Duke University, Durham, NC 27706

Science is often hard to read. Most people assume that its difficulties are born out of necessity, out of the extreme complexity of scientific concepts, data and analysis. We argue here that complexity of thought need not lead to impenetrability of expression; we demonstrate a number of rhetorical principles that can produce clarity in communication without oversimplifying scientific issues. The results are substantive, not merely cosmetic: Improving the quality of writing actually improves the quality of thought.

The fundamental purpose of scientific discourse is not the mere presentation of information and thought, but rather its actual communication. It does not matter how pleased an author might be to have converted all the right data into sentences and paragraphs; it matters only whether a large majority of the reading audience accurately perceives what the author had in mind. Therefore, in order to understand how best to improve writing, we would do well to understand better how readers go about reading. Such an understanding has recently become available through work done in the fields of rhetoric, linguistics and cognitive psychology. It has helped to produce a methodology based on the concept of reader expectations.

Writing with the Reader in Mind: Expectation and Context

Readers do not simply read; they interpret. Any piece of prose, no matter how short, may "mean" in 10 (or more) different ways to 10 different readers. This methodology of reader expectations is founded on the recognition that readers make many of their most important interpretive decisions about the substance of prose based on clues they receive from its structure.

This interplay between substance and structure can be demonstrated by something as basic as a simple table. Let us say that in tracking the temperature of a liquid over a period of time, an investigator takes measurements every three minutes and records a list of temperatures. Those data could be presented by a number of written structures. Here are two possibilities:

t(time)=15', T(temperature)=32º, t=0', T=25º;
t=6', T=29º; t=3', T=27º; t=12', T=32º; t=9';
T=31º


time (min) temperature(ºC)
0 25
3 27
6 29
9 31
12 32
15 32

Precisely the same information appears in both formats, yet most readers find the second easier to interpret. It may be that the very familiarity of the tabular structure makes it easier to use. But, more significantly, the structure of the second table provides the reader with an easily perceived context (time) in which the significant piece of information (temperature) can be interpreted. The contextual material appears on the left in a pattern that produces an expectation of regularity; the interesting results appear on the right in a less obvious pattern, the discovery of which is the point of the table.

If the two sides of this simple table are reversed, it becomes much harder to read.

temperature(ºC)    time(min)
25 0
27 3
29 6
31 9
32 12
32 15

Since we read from left to right, we prefer the context on the left, where it can more effectively familiarize the reader. We prefer the new, important information on the right, since its job is to intrigue the reader.

Information is interpreted more easily and more uniformly if it is placed where most readers expect to find it. These needs and expectations of readers affect the interpretation not only of tables and illustrations but also of prose itself. Readers have relatively fixed expectations about where in the structure of prose they will encounter particular items of its substance. If writers can become consciously aware of these locations, they can better control the degrees of recognition and emphasis a reader will give to the various pieces of information being presented. Good writers are intuitively aware of these expectations; that is why their prose has what we call "shape."

This underlying concept of reader expectation is perhaps most immediately evident at the level of the largest units of discourse. (A unit of discourse is defined as anything with a beginning and an end: a clause, a sentence, a section, an article, etc.) A research article, for example, is generally divided into recognizable sections, sometimes labeled Introduction, Experimental Methods, Results and Discussion. When the sections are confused--when too much experimental detail is found in the Results section, or when discussion and results intermingle--readers are often equally confused. In smaller units of discourse the functional divisions are not so explicitly labeled, but readers have definite expectations all the same, and they search for certain information in particular places. If these structural expectations are continually violated, readers are forced to divert energy from understanding the content of a passage to unraveling its structure. As the complexity of the context increases moderately, the possibility of misinterpretation or noninterpretation increases dramatically.

We present here some results of applying this methodology to research reports in the scientific literature. We have taken several passages from research articles (either published or accepted for publication) and have suggested ways of rewriting them by applying principles derived from the study of reader expectations. We have not sought to transform the passages into "plain English" for the use of the general public; we have neither decreased the jargon nor diluted the science. We have striven not for simplification but for clarification.

Reader Expectations for the Structure of Prose

Here is our first example of scientific prose, in its original form:

The smallest of the URF's (URFA6L), a 207-nucleotide (nt) reading frame overlapping out of phase the NH2-terminal portion of the adenosinetriphosphatase (ATPase) subunit 6 gene has been identified as the animal equivalent of the recently discovered yeast H+-ATPase subunit 8 gene. The functional significance of the other URF's has been, on the contrary, elusive. Recently, however, immunoprecipitation experiments with antibodies to purified, rotenone-sensitive NADH-ubiquinone oxido-reductase [hereafter referred to as respiratory chain NADH dehydrogenase or complex I] from bovine heart, as well as enzyme fractionation studies, have indicated that six human URF's (that is, URF1, URF2, URF3, URF4, URF4L, and URF5, hereafter referred to as ND1, ND2, ND3, ND4, ND4L, and ND5) encode subunits of complex I. This is a large complex that also contains many subunits synthesized in the cytoplasm.*

[*The full paragraph includes one more sentence: "Support for such functional identification of the URF products has come from the finding that the purified rotenone-sensitive NADH dehydrogenase from Neurospora crassa contains several subunits synthesized within the mitochondria, and from the observation that the stopper mutant of Neurospora crassa, whose mtDNA lacks two genes homologous to URF2 and URF3, has no functional complex I." We have omitted this sentence both because the passage is long enough as is and because it raises no additional structural issues.]

Ask any ten people why this paragraph is hard to read, and nine are sure to mention the technical vocabulary; several will also suggest that it requires specialized background knowledge. Those problems turn out to be only a small part of the difficulty. Here is the passage again, with the difficult words temporarily lifted: R> The smallest of the URF's, and [A], has been identified as a [B] subunit 8 gene. The functional significance of the other URF's has been, on the contrary, elusive. Recently, however, [C] experiments, as well as [D] studies, have indicated that six human URF's [1-6] encode subunits of Complex I. This is a large complex that also contains many subunits synthesized in the cytoplasm.

It may now be easier to survive the journey through the prose, but the passage is still difficult. Any number of questions present themselves: What has the first sentence of the passage to do with the last sentence? Does the third sentence contradict what we have been told in the second sentence? Is the functional significance of URF's still "elusive"? Will this passage lead us to further discussion about URF's, or about Complex I, or both?


Information is interpreted more easily and more uniformly if it is placed where most readers expect to find it.


Knowing a little about the subject matter does not clear up all the confusion. The intended audience of this passage would probably possess at least two items of essential technical information: first, "URF" stands for "Uninterrupted Reading Frame," which describes a segment of DNA organized in such a way that it could encode a protein, although no such protein product has yet been identified; second, both APTase and NADH oxido-reductase are enzyme complexes central to energy metabolism. Although this information may provide some sense of comfort, it does little to answer the interpretive questions that need answering. It seems the reader is hindered by more than just the scientific jargon.

To get at the problem, we need to articulate something about how readers go about reading. We proceed to the first of several reader expectations.

Subject-Verb Separation

Look again at the first sentence of the passage cited above. It is relatively long, 42 words; but that turns out not to be the main cause of its burdensome complexity. Long sentences need not be difficult to read; they are only difficult to write. We have seen sentences of over 100 words that flow easily and persuasively toward their clearly demarcated destination. Those well-wrought serpents all had something in common: Their structure presented information to readers in the order the readers needed and expected it.


Beginning with the exciting material and ending with a lack of luster often leaves us disappointed and destroys our sense of momentum.


The first sentence of our example passage does just the opposite: it burdens and obstructs the reader, because of an all-too-common structural defect. Note that the grammatical subject ("the smallest") is separated from its verb ("has been identified") by 23 words, more than half the sentence. Readers expect a grammatical subject to be followed immediately by the verb. Anything of length that intervenes between subject and verb is read as an interruption, and therefore as something of lesser importance.

The reader's expectation stems from a pressing need for syntactic resolution, fulfilled only by the arrival of the verb. Without the verb, we do not know what the subject is doing, or what the sentence is all about. As a result, the reader focuses attention on the arrival of the verb and resists recognizing anything in the interrupting material as being of primary importance. The longer the interruption lasts, the more likely it becomes that the "interruptive" material actually contains important information; but its structural location will continue to brand it as merely interruptive. Unfortunately, the reader will not discover its true value until too lateuntil the sentence has ended without having produced anything of much value outside of that subject-verb interruption.

In this first sentence of the paragraph, the relative importance of the intervening material is difficult to evaluate. The material might conceivably be quite significant, in which case the writer should have positioned it to reveal that importance. Here is one way to incorporate it into the sentence structure:

The smallest of the URF's is URFA6L, a 207-nucleotide (nt) reading frame overlapping out of phase the NH2-terminal portion of the adenosinetriphosphatase (ATPase) subunit 6 gene; it has been identified as the animal equivalent of the recently discovered yeast H+-ATPase subunit 8 gene.

On the other hand, the intervening material might be a mere aside that diverts attention from more important ideas; in that case the writer should have deleted it, allowing the prose to drive more directly toward its significant point:

The smallest of the URF's (URFA6L) has been identified as the animal equivalent of the recently discovered yeast H+-ATPase subunit 8 gene.

Only the author could tell us which of these revisions more accurately reflects his intentions.

These revisions lead us to a second set of reader expectations. Each unit of discourse, no matter what the size, is expected to serve a single function, to make a single point. In the case of a sentence, the point is expected to appear in a specific place reserved for emphasis.

The Stress Position

It is a linguistic commonplace that readers naturally emphasize the material that arrives at the end of a sentence. We refer to that location as a "stress position." If a writer is consciously aware of this tendency, she can arrange for the emphatic information to appear at the moment the reader is naturally exerting the greatest reading emphasis. As a result, the chances greatly increase that reader and writer will perceive the same material as being worthy of primary emphasis. The very structure of the sentence thus helps persuade the reader of the relative values of the sentence's contents.

The inclination to direct more energy to that which arrives last in a sentence seems to correspond to the way we work at tasks through time. We tend to take something like a "mental breath" as we begin to read each new sentence, thereby summoning the tension with which we pay attention to the unfolding of the syntax. As we recognize that the sentence is drawing toward its conclusion, we begin to exhale that mental breath. The exhalation produces a sense of emphasis. Moreover, we delight in being rewarded at the end of a labor with something that makes the ongoing effort worthwhile. Beginning with the exciting material and ending with a lack of luster often leaves us disappointed and destroys our sense of momentum. We do not start with the strawberry shortcake and work our way up to the broccoli.

When the writer puts the emphatic material of a sentence in any place other than the stress position, one of two things can happen; both are bad. First, the reader might find the stress position occupied by material that clearly is not worthy of emphasis. In this case, the reader must discern, without any additional structural clue, what else in the sentence may be the most likely candidate for emphasis. There are no secondary structural indications to fall back upon. In sentences that are long, dense or sophisticated, chances soar that the reader will not interpret the prose precisely as the writer intended. The second possibility is even worse: The reader may find the stress position occupied by something that does appear capable of receiving emphasis, even though the writer did not intend to give it any stress. In that case, the reader is highly likely to emphasize this imposter material, and the writer will have lost an important opportunity to influence the reader's interpretive process.

The stress position can change in size from sentence to sentence. Sometimes it consists of a single word; sometimes it extends to several lines. The definitive factor is this: The stress position coincides with the moment of syntactic closure. A reader has reached the beginning of the stress position when she knows there is nothing left in the clause or sentence but the material presently being read. Thus a whole list, numbered and indented, can occupy the stress position of a sentence if it has been clearly announced as being all that remains of that sentence. Each member of that list, in turn, may have its own internal stress position, since each member may produce its own syntactic closure.

Within a sentence, secondary stress positions can be formed by the appearance of a properly used colon or semicolon; by grammatical convention, the material preceding these punctuation marks must be able to stand by itself as a complete sentence. Thus, sentences can be extended effortlessly to dozens of words, as long as there is a medial syntactic closure for every piece of new, stress-worthy information along the way. One of our revisions of the initial sentence can serve as an example:

The smallest of the URF's is URFA6L, a 207-nucleotide (nt) reading frame overlapping out of phase the NH2-terminal portion of the adenosinetriphosphatase (ATPase) subunit 6 gene; it has been identified as the animal equivalent of the recently discovered yeast H+-ATPase subunit 8 gene.

By using a semicolon, we created a second stress position to accommodate a second piece of information that seemed to require emphasis.

We now have three rhetorical principles based on reader expectations: First, grammatical subjects should be followed as soon as possible by their verbs; second, every unit of discourse, no matter the size, should serve a single function or make a single point; and, third, information intended to be emphasized should appear at points of syntactic closure. Using these principles, we can begin to unravel the problems of our example prose.

Note the subject-verb separation in the 62-word third sentence of the original passage:

Recently, however, immunoprecipitation experiments with antibodies to purified, rotenone-sensitive NADH-ubiquinone oxido-reductase [hereafter referred to as respiratory chain NADH dehydrogenase or complex I] from bovine heart, as well as enzyme fractionation studies, have indicated that six human URF's (that is, URF1, URF2, URF3, URF4, URF4L, and URF5, hereafter referred to as ND1, ND2, ND3, ND4, ND4L and ND5) encode subunits of complex I.

After encountering the subject ("experiments"), the reader must wade through 27 words (including three hyphenated compound words, a parenthetical interruption and an "as well as" phrase) before alighting on the highly uninformative and disappointingly anticlimactic verb ("have indicated"). Without a moment to recover, the reader is handed a "that" clause in which the new subject ("six human URF's") is separated from its verb ("encode") by yet another 20 words.

If we applied the three principles we have developed to the rest of the sentences of the example, we could generate a great many revised versions of each. These revisions might differ significantly from one another in the way their structures indicate to the reader the various weights and balances to be given to the information. Had the author placed all stress-worthy material in stress positions, we as a reading community would have been far more likely to interpret these sentences uniformly.

We couch this discussion in terms of "likelihood" because we believe that meaning is not inherent in discourse by itself; "meaning" requires the combined participation of text and reader. All sentences are infinitely interpretable, given an infinite number of interpreters. As communities of readers, however, we tend to work out tacit agreements as to what kinds of meaning are most likely to be extracted from certain articulations. We cannot succeed in making even a single sentence mean one and only one thing; we can only increase the odds that a large majority of readers will tend to interpret our discourse according to our intentions. Such success will follow from authors becoming more consciously aware of the various reader expectations presented here.


We cannot succeed in making even a single sentence mean one and only one thing; we can only increase the odds that a large majority of readers will tend to interpret our discourse according to our intentions.


Here is one set of revisionary decisions we made for the example:

The smallest of the URF's, URFA6L, has been identified as the animal equivalent of the recently discovered yeast H+-ATPase subunit 8 gene; but the functional significance of other URF's has been more elusive. Recently, however, several human URF's have been shown to encode subunits of rotenone-sensitive NADH-ubiquinone oxido-reductase. This is a large complex that also contains many subunits synthesized in the cytoplasm; it will be referred to hereafter as respiratory chain NADH dehydrogenase or complex I. Six subunits of Complex I were shown by enzyme fractionation studies and immunoprecipitation experiments to be encoded by six human URF's (URF1, URF2, URF3, URF4, URF4L, and URF5); these URF's will be referred to subsequently as ND1, ND2, ND3, ND4, ND4L and ND5.

Sheer length was neither the problem nor the solution. The revised version is not noticeably shorter than the original; nevertheless, it is significantly easier to interpret. We have indeed deleted certain words, but not on the basis of wordiness or excess length. (See especially the last sentence of our revision.)

When is a sentence too long? The creators of readability formulas would have us believe there exists some fixed number of words (the favorite is 29) past which a sentence is too hard to read. We disagree. We have seen 10-word sentences that are virtually impenetrable and, as we mentioned above, 100-word sentences that flow effortlessly to their points of resolution. In place of the word-limit concept, we offer the following definition: A sentence is too long when it has more viable candidates for stress positions than there are stress positions available. Without the stress position's locational clue that its material is intended to be emphasized, readers are left too much to their own devices in deciding just what else in a sentence might be considered important.

In revising the example passage, we made certain decisions about what to omit and what to emphasize. We put subjects and verbs together to lessen the reader's syntactic burdens; we put the material we believed worthy of emphasis in stress positions; and we discarded material for which we could not discern significant connections. In doing so, we have produced a clearer passage--but not one that necessarily reflects the author's intentions; it reflects only our interpretation of the author's intentions. The more problematic the structure, the less likely it becomes that a grand majority of readers will perceive the discourse in exactly the way the author intended.


The information that begins a sentence establishes for the reader a perspective for viewing the sentence as a unit.


It is probable that many of our readers--and perhaps even the authors--will disagree with some of our choices. If so, that disagreement underscores our point: The original failed to communicate its ideas and their connections clearly. If we happened to have interpreted the passage as you did, then we can make a different point: No one should have to work as hard as we did to unearth the content of a single passage of this length.

The Topic Position

To summarize the principles connected with the stress position, we have the proverbial wisdom, "Save the best for last." To summarize the principles connected with the other end of the sentence, which we will call the topic position, we have its proverbial contradiction, "First things first." In the stress position the reader needs and expects closure and fulfillment; in the topic position the reader needs and expects perspective and context. With so much of reading comprehension affected by what shows up in the topic position, it behooves a writer to control what appears at the beginning of sentences with great care.

The information that begins a sentence establishes for the reader a perspective for viewing the sentence as a unit: Readers expect a unit of discourse to be a story about whoever shows up first. "Bees disperse pollen" and "Pollen is dispersed by bees" are two different but equally respectable sentences about the same facts. The first tells us something about bees; the second tells us something about pollen. The passivity of the second sentence does not by itself impair its quality; in fact, "Pollen is dispersed by bees" is the superior sentence if it appears in a paragraph that intends to tell us a continuing story about pollen. Pollen's story at that moment is a passive one.

Readers also expect the material occupying the topic position to provide them with linkage (looking backward) and context (looking forward). The information in the topic position prepares the reader for upcoming material by connecting it backward to the previous discussion. Although linkage and context can derive from several sources, they stem primarily from material that the reader has already encountered within this particular piece of discourse. We refer to this familiar, previously introduced material as "old information." Conversely, material making its first appearance in a discourse is "new information." When new information is important enough to receive emphasis, it functions best in the stress position.

When old information consistently arrives in the topic position, it helps readers to construct the logical flow of the argument: It focuses attention on one particular strand of the discussion, both harkening backward and leaning forward. In contrast, if the topic position is constantly occupied by material that fails to establish linkage and context, readers will have difficulty perceiving both the connection to the previous sentence and the projected role of the new sentence in the development of the paragraph as a whole.

Here is a second example of scientific prose that we shall attempt to improve in subsequent discussion:

Large earthquakes along a given fault segment do not occur at random intervals because it takes time to accumulate the strain energy for the rupture. The rates at which tectonic plates move and accumulate strain at their boundaries are approximately uniform. Therefore, in first approximation, one may expect that large ruptures of the same fault segment will occur at approximately constant time intervals. If subsequent main shocks have different amounts of slip across the fault, then the recurrence time may vary, and the basic idea of periodic mainshocks must be modified. For great plate boundary ruptures the length and slip often vary by a factor of 2. Along the southern segment of the San Andreas fault the recurrence interval is 145 years with variations of several decades. The smaller the standard deviation of the average recurrence interval, the more specific could be the long term prediction of a future mainshock.

This is the kind of passage that in subtle ways can make readers feel badly about themselves. The individual sentences give the impression of being intelligently fashioned: They are not especially long or convoluted; their vocabulary is appropriately professional but not beyond the ken of educated general readers; and they are free of grammatical and dictional errors. On first reading, however, many of us arrive at the paragraph's end without a clear sense of where we have been or where we are going. When that happens, we tend to berate ourselves for not having paid close enough attention. In reality, the fault lies not with us, but with the author.

We can distill the problem by looking closely at the information in each sentence's topic position:

Large earthquakes
The rates
Therefore...one
subsequent mainshocks
great plate boundary ruptures
the southern segment of the San Andreas fault
the smaller the standard deviation...

Much of this information is making its first appearance in this paragraph--in precisely the spot where the reader looks for old, familiar information. As a result, the focus of the story constantly shifts. Given just the material in the topic positions, no two readers would be likely to construct exactly the same story for the paragraph as a whole.

If we try to piece together the relationship of each sentence to its neighbors, we notice that certain bits of old information keep reappearing. We hear a good deal about the recurrence time between earthquakes: The first sentence introduces the concept of nonrandom intervals between earthquakes; the second sentence tells us that recurrence rates due to the movement of tectonic plates are more or less uniform; the third sentence adds that the recurrence rates of major earthquakes should also be somewhat predictable; the fourth sentence adds that recurrence rates vary with some conditions; the fifth sentence adds information about one particular variation; the sixth sentence adds a recurrence-rate example from California; and the last sentence tells us something about how recurrence rates can be described statistically. This refrain of "recurrence intervals" constitutes the major string of old information in the paragraph. Unfortunately, it rarely appears at the beginning of sentences, where it would help us maintain our focus on its continuing story.

In reading, as in most experiences, we appreciate the opportunity to become familiar with a new environment before having to function in it. Writing that continually begins sentences with new information and ends with old information forbids both the sense of comfort and orientation at the start and the sense of fulfilling arrival at the end. It misleads the reader as to whose story is being told; it burdens the reader with new information that must be carried further into the sentence before it can be connected to the discussion; and it creates ambiguity as to which material the writer intended the reader to emphasize. All of these distractions require that readers expend a disproportionate amount of energy to unravel the structure of the prose, leaving less energy available for perceiving content.

We can begin to revise the example by ensuring the following for each sentence:

  1. The backward-linking old information appears in the topic position.
  2. The person, thing or concept whose story it is appears in the topic position.
  3. The new, emphasis-worthy information appears in the stress position.

Once again, if our decisions concerning the relative values of specific information differ from yours, we can all blame the author, who failed to make his intentions apparent. Here first is a list of what we perceived to be the new, emphatic material in each sentence:

time to accumulate strain energy along a fault
approximately uniform
large ruptures of the same fault
different amounts of slip
vary by a factor of 2
variations of several decades
predictions of future mainshock

Now, based on these assumptions about what deserves stress, here is our proposed revision:

Large earthquakes along a given fault segment do not occur at random intervals because it takes time to accumulate the strain energy for the rupture. The rates at which tectonic plates move and accumulate strain at their boundaries are roughly uniform. Therefore, nearly constant time intervals (at first approximation) would be expected between large ruptures of the same fault segment. [However?], the recurrence time may vary; the basic idea of periodic mainshocks may need to be modified if subsequent mainshocks have different amounts of slip across the fault. [Indeed?], the length and slip of great plate boundary ruptures often vary by a factor of 2. [For example?], the recurrence intervals along the southern segment of the San Andreas fault is 145 years with variations of several decades. The smaller the standard deviation of the average recurrence interval, the more specific could be the long term prediction of a future mainshock.

Many problems that had existed in the original have now surfaced for the first time. Is the reason earthquakes do not occur at random intervals stated in the first sentence or in the second? Are the suggested choices of "however," "indeed," and "for example" the right ones to express the connections at those points? (All these connections were left unarticulated in the original paragraph.) If "for example" is an inaccurate transitional phrase, then exactly how does the San Andreas fault example connect to ruptures that "vary by a factor of 2"? Is the author arguing that recurrence rates must vary because fault movements often vary? Or is the author preparing us for a discussion of how in spite of such variance we might still be able to predict earthquakes? This last question remains unanswered because the final sentence leaves behind earthquakes that recur at variable intervals and switches instead to earthquakes that recur regularly. Given that this is the first paragraph of the article, which type of earthquake will the article most likely proceed to discuss? In sum, we are now aware of how much the paragraph had not communicated to us on first reading. We can see that most of our difficulty was owing not to any deficiency in our reading skills but rather to the author's lack of comprehension of our structural needs as readers.


In our experience, the misplacement of old and new information turns out to be he No. 1 problem in American professional writing today.


In our experience, the misplacement of old and new information turns out to be the No. 1 problem in American professional writing today. The source of the problem is not hard to discover: Most writers produce prose linearly (from left to right) and through time. As they begin to formulate a sentence, often their primary anxiety is to capture the important new thought before it escapes. Quite naturally they rush to record that new information on paper, after which they can produce at their leisure contextualizing material that links back to the previous discourse. Writers who do this consistently are attending more to their own need for unburdening themselves of their information than to the reader's need for receiving the material. The methodology of reader expectations articulates the reader's needs explicitly, thereby making writers consciously aware of structural problems and ways to solve them.


Put in the topic position the old information that links backward; put in the stress position the new information you want the reader to emphasize.


A note of clarification: Many people hearing this structural advice tend to oversimplify it to the following rule: "Put the old information in the topic position and the new information in the stress position." No such rule is possible. Since by definition all information is either old or new, the space between the topic position and the stress position must also be filled with old and new information. Therefore the principle (not rule) should be stated as follows: "Put in the topic position the old information that links backward; put in the stress position the new information you want the reader to emphasize."

Perceiving Logical Gaps

When old information does not appear at all in a sentence, whether in the topic position or elsewhere, readers are left to construct the logical linkage by themselves. Often this happens when the connections are so clear in the writer's mind that they seem unnecessary to state; at those moments, writers underestimate the difficulties and ambiguities inherent in the reading process. Our third example attempts to demonstrate how paying attention to the placement of old and new information can reveal where a writer has neglected to articulate essential connections.

The enthalpy of hydrogen bond formation between the nucleoside bases 2'deoxyguanosine (dG) and 2'deoxycytidine (dC) has been determined by direct measurement. dG and dC were derivatized at the 5' and 3' hydroxyls with triisopropylsilyl groups to obtain solubility of the nucleosides in non-aqueous solvents and to prevent the ribose hydroxyls from forming hydrogen bonds. From isoperibolic titration measurements, the enthalpy of dC:dG base pair formation is -6.65±0.32 kcal/mol.

Although part of the difficulty of reading this passage may stem from its abundance of specialized technical terms, a great deal more of the difficulty can be attributed to its structural problems. These problems are now familiar: We are not sure at all times whose story is being told; in the first sentence the subject and verb are widely separated; the second sentence has only one stress position but two or three pieces of information that are probably worthy of emphasis--"solubility ...solvents," "prevent... from forming hydrogen bonds" and perhaps "triisopropylsilyl groups." These perceptions suggest the following revision tactics:

  1. Invert the first sentence, so that (a) the subject-verb-complement connection is unbroken, and (b) "dG" and "dC" are introduced in the stress position as new and interesting information. (Note that inverting the sentence requires stating who made the measurement; since the authors performed the first direct measurement, recognizing their agency in the topic position may well be appropriate.)
  2. Since "dG and "dC" become the old information in the second sentence, keep them up front in the topic position.
  3. Since "triisopropylsilyl groups" is new and important information here, create for it a stress position.
  4. "Triisopropylsilyl groups" then becomes the old information of the clause in which its effects are described; place it in the topic position of this clause.
  5. Alert the reader to expect the arrival of two distinct effects by using the flag word "both." "Both" notifies the reader that two pieces of new information will arrive in a single stress position.

Here is a partial revision based on these decisions:

We have directly measured the enthalpy of hydrogen bond formation between the nucleoside bases 2'deoxyguanosine (dG) and 2'deoxycytidine (dC). dG and dC were derivatized at the 5' and 3' hydroxyls with triisopropylsilyl groups; these groups serve both to solubilize the nucleosides in non-aqueous solvents and to prevent the ribose hydroxyls from forming hydrogen bonds. From isoperibolic titration measurements, the enthalpy of dC:dG base pair formation is -6.65±0.32 kcal/mol.

The outlines of the experiment are now becoming visible, but there is still a major logical gap. After reading the second sentence, we expect to hear more about the two effects that were important enough to merit placement in its stress position. Our expectations are frustrated, however, when those effects are not mentioned in the next sentence: "From isoperibolic titration measurements, the enthalpy of dC:dG base pair formation is -6.65±0.32 kcal/mol." The authors have neglected to explain the relationship between the derivatization they performed (in the second sentence) and the measurements they made (in the third sentence). Ironically, that is the point they most wished to make here.

At this juncture, particularly astute readers who are chemists might draw upon their specialized knowledge, silently supplying the missing connection. Other readers are left in the dark. Here is one version of what we think the authors meant to say, with two additional sentences supplied from a knowledge of nucleic acid chemistry:

We have directly measured the enthalpy of hydrogen bond formation between the nucleoside bases 2'deoxyguanosine (dG) and 2'deoxycytidine (dC). dG and dC were derivatized at the 5' and 3' hydroxyls with triisopropylsiyl groups; these groups serve both to solubilize the nucleosides in non-aqueous solvents and to prevent the ribose hydroxyls from forming hydrogen bonds. Consequently, when the derivatized nucleosides are dissolved in non-aqueous solvents, hydrogen bonds form almost exclusively between the bases. Since the interbase hydrogen bonds are the only bonds to form upon mixing, their enthalpy of formation can be determined directly by measuring the enthalpy of mixing. From our isoperibolic titration measurements, the enthalpy of dG:dC base pair formation is -6.65±0.32 kcal/mol.

Each sentence now proceeds logically from its predecessor. We never have to wander too far into a sentence without being told where we are and what former strands of discourse are being continued. And the "measurements" of the last sentence has now become old information, reaching back to the "measured directly" of the preceding sentence. (It also fulfills the promise of the "we have directly measured" with which the paragraph began.) By following our knowledge of reader expectations, we have been able to spot discontinuities, to suggest strategies for bridging gaps, and to rearrange the structure of the prose, thereby increasing the accessibility of the scientific content.

Locating the Action

Our final example adds another major reader expectation to the list.

Transcription of the 5S RNA genes in the egg extract is TFIIIA-dependent. This is surprising, because the concentration of TFIIIA is the same as in the oocyte nuclear extract. The other transcription factors and RNA polymerase III are presumed to be in excess over available TFIIIA, because tRNA genes are transcribed in the egg extract. The addition of egg extract to the oocyte nuclear extract has two effects on transcription efficiency. First, there is a general inhibition of transcription that can be alleviated in part by supplementation with high concentrations of RNA polymerase III. Second, egg extract destabilizes transcription complexes formed with oocyte but not somatic 5S RNA genes.

The barriers to comprehension in this passage are so many that it may appear difficult to know where to start revising. Fortunately, it does not matter where we start, since attending to any one structural problem eventually leads us to all the others.

We can spot one source of difficulty by looking at the topic positions of the sentences: We cannot tell whose story the passage is. The story's focus (that is, the occupant of the topic position) changes in every sentence. If we search for repeated old information in hope of settling on a good candidate for several of the topic positions, we find all too much of it: egg extract, TFIIIA, oocyte extract, RNA polymerase III, 5S RNA, and transcription. All of these reappear at various points, but none announces itself clearly as our primary focus. It appears that the passage is trying to tell several stories simultaneously, allowing none to dominate.

We are unable to decide among these stories because the author has not told us what to do with all this information. We know who the players are, but we are ignorant of the actions they are presumed to perform. This violates yet another important reader expectation: Readers expect the action of a sentence to be articulated by the verb.

Here is a list of the verbs in the example paragraph:

is
is...is
are presumed to be
are transcribed
has
is...can be alleviated
destabilizes

The list gives us too few clues as to what actions actually take place in the passage. If the actions are not to be found in the verbs, then we as readers have no secondary structural clues for where to locate them. Each of us has to make a personal interpretive guess; the writer no longer controls the reader's interpretive act.


As critical scientific readers, we would like to concentrate our energy on whether the experiments prove the hypotheses.


Worse still, in this passage the important actions never appear. Based on our best understanding of this material, the verbs that connect these players are "limit" and "inhibit." If we express those actions as verbs and place the most frequently occurring information--"egg extract" and "TFIIIA"--in the topic position whenever possible,* we can generate the following revision:

In the egg extract, the availability of TFIIIA limits transcription of the 5S RNA genes. This is surprising because the same concentration of TFIIIA does not limit transcription in the oocyte nuclear extract. In the egg extract, transcription is not limited by RNA polymerase or other factors because transcription of tRNA genes indicates that these factors are in excess over available TFIIIA. When added to the nuclear extract, the egg extract affected the efficiency of transcription in two ways. First, it inhibited transcription generally; this inhibition could be alleviated in part by supplementing the mixture with high concentrations of RNA polymerase III. Second, the egg extract destabilized transcription complexes formed by oocyte but not by somatic 5S genes.

[*We have chosen these two pieces of old information as the controlling contexts for the passage. That choice was neither arbitrary nor born of logical necessity; it was simply an act of interpretation. All readers make exactly that kind of choice in the reading of every sentence. The fewer the structural clues to interpretation given by the author, the more variable the resulting interpretations will tend to be.]

As a story about "egg extract," this passage still leaves something to be desired. But at least now we can recognize that the author has not explained the connection between "limit" and "inhibit." This unarticulated connection seems to us to contain both of her hypotheses: First, that the limitation on transcription is caused by an inhibitor of TFIIIA present in the egg extract; and, second, that the action of that inhibitor can be detected by adding the egg extract to the oocyte extract and examining the effects on transcription. As critical scientific readers, we would like to concentrate our energy on whether the experiments prove the hypotheses. We cannot begin to do so if we are left in doubt as to what those hypotheses might be--and if we are using most of our energy to discern the structure of the prose rather than its substance.

Writing and the Scientific Process

We began this article by arguing that complex thoughts expressed in impenetrable prose can be rendered accessible and clear without minimizing any of their complexity. Our examples of scientific writing have ranged from the merely cloudy to the virtually opaque; yet all of them could be made significantly more comprehensible by observing the following structural principles:

  1. Follow a grammatical subject as soon as possible with its verb.
  2. Place in the stress position the "new information" you want the reader to emphasize.
  3. Place the person or thing whose "story" a sentence is telling at the beginning of the sentence, in the topic position.
  4. Place appropriate "old information" (material already stated in the discourse) in the topic position for linkage backward and contextualization forward.
  5. Articulate the action of every clause or sentence in its verb.
  6. In general, provide context for your reader before asking that reader to consider anything new.
  7. In general, try to ensure that the relative emphases of the substance coincide with the relative expectations for emphasis raised by the structure.

It may seem obvious that a scientific document is incomplete without the interpretation of the writer; it may not be so obvious that the document cannot "exist" without the interpretation of each reader.


None of these reader-expectation principles should be considered "rules." Slavish adherence to them will succeed no better than has slavish adherence to avoiding split infinitives or to using the active voice instead of the passive. There can be no fixed algorithm for good writing, for two reasons. First, too many reader expectations are functioning at any given moment for structural decisions to remain clear and easily activated. Second, any reader expectation can be violated to good effect. Our best stylists turn out to be our most skillful violators; but in order to carry this off, they must fulfill expectations most of the time, causing the violations to be perceived as exceptional moments, worthy of note.

A writer's personal style is the sum of all the structural choices that person tends to make when facing the challenges of creating discourse. Writers who fail to put new information in the stress position of many sentences in one document are likely to repeat that unhelpful structural pattern in all other documents. But for the very reason that writers tend to be consistent in making such choices, they can learn to improve their writing style; they can permanently reverse those habitual structural decisions that mislead or burden readers.

We have argued that the substance of thought and the expression of thought are so inextricably intertwined that changes in either will affect the quality of the other. Note that only the first of our examples (the paragraph about URF's) could be revised on the basis of the methodology to reveal a nearly finished passage. In all the other examples, revision revealed existing conceptual gaps and other problems that had been submerged in the originals by dysfunctional structures. Filling the gaps required the addition of extra material. In revising each of these examples, we arrived at a point where we could proceed no further without either supplying connections between ideas or eliminating some existing material altogether. (Writers who use reader-expectation principles on their own prose will not have to conjecture or infer; they know what the prose is intended to convey.) Having begun by analyzing the structure of the prose, we were led eventually to reinvestigate the substance of the science.

The substance of science comprises more than the discovery and recording of data; it extends crucially to include the act of interpretation. It may seem obvious that a scientific document is incomplete without the interpretation of the writer; it may not be so obvious that the document cannot "exist" without the interpretation of each reader. In other words, writers cannot "merely" record data, even if they try. In any recording or articulation, no matter how haphazard or confused, each word resides in one or more distinct structural locations. The resulting structure, even more than the meanings of individual words, significantly influences the reader during the act of interpretation. The question then becomes whether the structure created by the writer (intentionally or not) helps or hinders the reader in the process of interpreting the scientific writing.

The writing principles we have suggested here make conscious for the writer some of the interpretive clues readers derive from structures. Armed with this awareness, the writer can achieve far greater control (although never complete control) of the reader's interpretive process. As a concomitant function, the principles simultaneously offer the writer a fresh re-entry to the thought process that produced the science. In real and important ways, the structure of the prose becomes the structure of the scientific argument. Improving either one will improve the other.

The methodology described in this article originated in the linguistic work of Joseph M. Williams of the University of Chicago, Gregory G. Colomb of the Georgia Institute of Technology and George D. Gopen. Some of the materials presented here were discussed and developed in faculty writing workshops held at the Duke University Medical School.

Bibliography

Williams, Joseph M. 1988. Style: Ten Lessons in Clarity and Grace. Scott, Foresman, & Co.

Colomb, Gregory G., and Joseph M. Williams. 1985. Perceiving structure in professional prose: a multiply determined experience. In Writing in Non-Academic Settings, eds. Lee Odell and Dixie Goswami. Guilford Press, pp. 87-128.

Gopen, George D. 1987. Let the buyer in ordinary course of business beware: suggestions for revising the language of the Uniform Commercial Code. University of Chicago Law Review 54:1178-1214.

Gopen, George D. 1990. The Common Sense of Writing: Teaching Writing from the Reader's Perspective. To be published.