A scrupulous writer (Orwell)
A scrupulous writer, in every sentence that he writes, will ask himself
at least four questions, thus: What am I trying to say? What words will
express it? What image or idiom will make it clearer? Is this image
fresh enough to have an effect? And he will probably ask himself two
more: Could I put it more shortly? Have I said anything that is
avoidably ugly?
- George Orwell, Politics and the English Language
