The Anatomy of a Great snowboard
https://www.evernote.com/shard/s601/sh/d2e4f22b-40be-47ab-a12d-614aa94ab2f8/30ee77fd635c5cb248de37fe94b91545
They envision that since they are wise Main executives, or clever IT specialists or skilful consultants that they can also convert their hand to copywriting. Frequently they cannot.