I don't know why there's so much bad writing around. I do know that good writing takes imagination - the best writer of car ads I ever met couldn't drive; that quick, fidgety, persuasive copy takes time to write; and that I was fortunate to work for two brilliant writers, both mavericks - an American agency owner, John Wood and, also, the somewhat mercurial Alan Page. They taught me to use words as swords and laudanum. But, mainly, to cut the crap.