I collect notable ledes and organize them into categories on Evernote for future reference. They add variety to my lede repertoire and help inspire new ideas when I feel stuck. Hopefully, these notes will be useful to you, too...
Can Entrepreneurship Be Taught? (The Wall Street Journal)
The "set-up" is one, two or three sentences that present conventional wisdom, trends or certain facts.
The question is then usually set off with a colon that essentially asks: What does [the "set-up"] mean?
This lede is often comprised of two paragraphs:
However, in certain instances, it makes sense to write the "set-up + question" lede with one paragraph.
The purpose of the question is to cause the reader to think, "Hmm. I'm curious. What is the answer? I wonder what this author has to say."
America has a wealth of natural gas in the ground. So, how do we get it into our cars? (America, Start Your Natural-Gas Engines -- The Wall Street Journal))
Robots are designed to be productive, task-oriented tools.
But what about the people who create these automated machines? Do the roboticists building the bots pick up the tendencies of their creations, becoming better collaborators along the way? (Our Robot Overlords Will Teach Us to Be More Productive, Better Collaborators -- Fast Company)
About the Author: Sean M. Lyden is CEO of Lyden Communications LLC (www.lydencommunications.com), a content strategy and editorial consulting firm that helps companies develop messaging designed to engage, inspire, persuade and sell. Sean is co-author of “How to Succeed and Make Money on Your First Rental House” (John Wiley & Sons) and contributor to "The Ultimate Small Business Marketing Guide” and “The Great Big Book of Business Lists,” both books published by Entrepreneur Press. Sean also serves as editor of Utility Fleet Professional magazine, a national trade publication laser-focused on the informational needs of decision-makers who purchase and manage fleet assets for utilities.
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