Mission—The chief strains or threads of their promise to readers
Message—The writer zooms in on words capable of carrying the most helpful tone and meaning in ways that are clear, interesting, and reliable.
Motive—The invisible dynamic; self-indulgent writing lends weakness
Meaning—Factual and symbolic meaning that fits mission and message
Movement--The writer's personal reading habits show through. It has been said, for example, that Winston Churchill's oral cadence matched that of the psalms.