Fund manager Cazenove Capital Management asked us to rewrite an existing article that needed to fit in their in-house magazine, Dialogue. Editing of complex in-house investment writing normally fell to the chief investment officer for whom this was an onerous task given his day-to-day responsibilities for the portfolio. The article's word-count needed to be reduced by half to fit the magazine space, yet not lose any of the narrative or detail. The style needed to be accessible to the wide target readership of financial intermediaries and high-net-worth individuals, to include both financially literate professionals and more casual readers. Creative straplines were also required. And they needed it the next day.