Just as Richard Todd writes in Good Prose, “I awoke one morning to discover I was an essayist.” Nearly six years after accepting an invitation from Doug Magill to write an occasional “piece” for his online site, Cleveland Business Review, I make the same discovery. I am addicted to crafting essays on business, politics, literature—fearlessly repeating E.M. Forester’s quote “How do I know what I think until I see what I say?” After all, insists Todd in the 2013 book he wrote with Tracy Kidder, “Essayists tend to argue with themselves. The inner dialogue that might be suppressed in other writing finds a forum here. Montaigne blessed the form when he said, ‘If I knew my own mind, I would not make essays. I would make decisions.’”
Not only did Michel de Montaigne (1533-1592) bless the form but the French writer expressed “subjective reflections on topics such as religion, education, friendship, love, and freedom,” according to the website bio. He called these original works essais—that is, “attempts” in French. And a new literary genre was born, the essay. By the year 1588, Montaigne had a third volume of essays in print, with such tidbits as “Nothing is so firmly believed as that which we least know” and “I quote others only in order the better to express myself.” The popularity of the essay has never waned since.
“Essays are self-authorizing,” write Kidder and Todd in the chapter dedicated solely to essays. “This is the dilemma but also the pleasure of the form. The chances are that nobody asked for your opinion. But if your idea is fresh, it will surprise even someone, perhaps an assigning editor, who did ask.” Moreover, the Kidder-Todd collaboration adds, “just as no word has an exact synonym, no idea can be exactly paraphrased.” And further, the Pulitzer-winning writer of The Soul of a New Machine and his patient longtime editor insist that the “essayist’s relationship with the reader depends, as always, on mutual trust, but trust of a special kind. In the essay, trust in the author and disagreement with the author can coexist.”
That’s what Doug Magill believes too. That’s why he created Cleveland Business Review in 2011 and invited folks like me to write for it. Doug, whom I met when I was adding a bit of business to the culture of Northern Ohio Live magazine in 2005, was an entrepreneur with an impressive business past. At the time, along with Paul DeLuca and Kathleen Haley, he was promoting Cleveland Business Radio on WERE-1300.
With 40 years of reporting experience behind me, I was—and remain—eager to attach my byline to stories, especially about business management. My first CBR article reflected on “talking” with Silent Cal Coolidge’s statue when I was on assignment for Industry Week magazine in the early ‘90s. President Coolidge had a penchant for what I call MBSOOTW—Management By Staying Out Of the Way. It’s a lesser-known corollary to Management By Walking Around. MBSOOTW keeps politicians and policy wonks from tinkering with market economics. If you haven’t already noticed, many pols and wonks resemble 13-year-old Monopoly addicts buying Park Place with brightly colored but wholly worthless money. Decades ago, Calvin Coolidge summed up his economic philosophy with this axiom: “The business of America is business.” He backed up those six words with restraint.
As you can see, classic business lessons are what I have traded in. Classic leadership lessons as well. To Peter Drucker’s way of thinking, the true leader is the exceptional musician who knows how to create great music, but does not delude himself into thinking that he’s the whole band. Further, Drucker argued that exceptional leaders—think those in the category of Lincoln or Churchill—understand “leadership as responsibility rather than as rank and privilege,” offering this illustration: “Effective leaders are rarely ‘permissive.’ But when things go wrong—and they always do—they do not blame others….Harry Truman’s folksy ‘The buck stops here’ is still as good a definition as any.”
And, on occasion, lessons on great messaging—from the classic essayist E.B. White to the contemporary master Arthur Plotnik. “With…readers drawn to ever-new distractions, who can afford a writing-as-usual attitude?” asks the author of the journalistic classic The Elements of Editing. “Not creative writers, not journalists, copywriters, or corporate communicators. Nor can writing students gear up in all the old ways. Even bloggers, even Match.com troubadours, must realize that in today’s forest an undistinguished post falls soundlessly.”
Hallelujah! say I. (Particularly in the last few years I haven’t seen so much settled content since my days as a bulk-buyer of generic mac-n-cheese dinner. My family, friends, and colleagues—savvy media consumers all—share that sentiment, if not my preference for the perfect entree.) With no slight at all to the use of middle-of-the-road grammar, Plotnik constructs a compelling 275-page case to the message-makers “whose composition skills compare with the next writer’s, but who itch for creative ideas, smart locutions, and realistic takes on language for today’s media.”
Whether the topic is writing, business, politics, family, or plain nonsense, E.B. White is right—“Only a person who is congenitally self-centered has the effrontery and the stamina to write essays.” In the contemporary world of words, E.B. White is the gold standard; the rest of us are just filling in the spaces in between. Yet we all know that each of us—including those who craft ideas for Cleveland Business Review—is, to quote White, a “self-liberated man.”
Contributor J.F. McKenna, a longtime West Park resident, is a business journalist, former magazine editor, and marketing-communications consultant. He is a former staff editor of such magazines as Industry Week and Northern Ohio Live. McKenna and his wife, Carol, now live in neighboring Steeler Country with their dog, Lord Max. whose pointed ears are greatly loved.. Reach him at email@example.com .