The author's guiding principle is to focus on simplicity and clarity for the reader, avoiding technical jargon and explaining any uncommon words. The author emphasizes on reducing complexity, removing superlatives, adjectives, and adverbs, as they are perceived as compensating for weak language. Instead of stating something is 'very' good, the author suggests showing the consequences through stories and examples. The use of exclamation points is seen as a sign of weak language, and the author advises looking for 'crutch words' that serve a similar purpose.

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