The pronoun conundrum: “we” vs. “you” in business advice

The pronoun conundrum: “we” vs. “you” in business advice

Business books are full of advice. They’re also full of pronouns — and pronoun-driven confusion — around when to use “we” and when to use “you.” Start with this: you should write directly to the reader. Compare the following two alternatives: Marketers must spend less time on SEO and more time on the creation of…