by Maria Popova

"Every generation believes that the kids today are degrading the language and taking civilization down with it."

"Man has an instinctive tendency to speak, as we see in the babble of our young children," Charles Darwin wrote in The Descent of Man, "whereas no child has an instinctive tendency to bake, brew, or write." While baking and brewing undoubtedly have their place in culture, it is writing that has emerged as the defining record of our civilization - our most enduring and expansive catalog of thought, of discourse, of human imagination. And yet our insatiable hunger for advice on writing suggests that it remains an unnatural act - even legendary Mad Man David Ogilvy knew this when he penned his ten commandments of writing a century after Darwin, prefacing them with this simple statement: "Good writing is not a natural gift. You have to learn to write well."

But even as we master this rather unnatural human application, the difference between good writing and great writing is vast, bridged only by the miraculous mastery of style. "Style is the physiognomy of the mind," wrote Schopenhauer. "It is a more reliable key to character than the physiognomy of the body." ...[Continue reading on Brainpickings]