During this term at the SCA we have all written blogs for the School of Communication Arts Blog (SCAB). Here is my last post. I wanted to write 50 words, but was told I had to write between 200 and 2000, so, I wrote 200 on the dot.

Craft. It’s something we have learnt over the last 10 months. Maybe one of the most valuable things we have learnt. How to condense a big idea into one sentence. Does it fit on a badge? Taking a tag line and then transforming it into eight words. Four words. One word. Doing 64 drafts of one script. Writing until your fingers bleed, the smell of the pen has made you feel sick and the glare of bright white A3 paper burns your retinas. Put like that, it sounds hideously arduous, but this is when the art of our craft takes shape and becomes a perfect painting rather than a rough sketch. It takes time. Hours. But without investing time, writing from the heart and editing from the head, we cannot be masters of our craft. We will not reach the 10,000 hour rule that Malcolm Gladwell writes about in ‘The Story of Success’.

With only 18 days to go at the SCA, I thought I would tell you what the last 10 months have been like. I am going to write 10 months into three words.

Laborious. Essential. Continuing.

These three words took me two hours to write.

Cheers.

Fancy seeing you here…