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Simplicity is a useful principle for structure as well as style. By “think[ing] small,” writers improve their writing in two ways at once: they refine their message and they avoid researching topics that wouldn’t end up in their work anyway. Therefore, Zinsser thinks writers should choose one narrow topic and get to work, rather than trying to say everything that comes to mind. The Hong Kong article fails to hold the reader’s attention because, in trying to say everything, it fails to say anything at all.