“There's an old saying that great writing is simple but not easy, and so it is. The search for that one plain… — William Souder Brainstorming Copy Share Image
![“There's an old saying that great writing is simple but not easy, and so it is. The search for that one plain but inobvious [SIC] word that will do the work of five, the agony of untangling a complex idea that has become a mess of phrases in the writer's mind, the willingness to keep doing it over…” quote by William Souder](https://sms4smile.com/quotes/img-quotes/654/william-souder-119221_brainstorming_there-s-an-old-saying-that-great-writing_1087249.jpg)