Clarity
According to Merriam-Webster : clar·i·ty noun \ ˈ kler-ə-tē, ˈ kla-rə-\ : the quality of being easily understood : the quality of being expressed, remembered, understood, etc., in a very exact way : the quality of being easily seen or heard According to good writers and editors everywhere: Clarity is non-negotiable. That means, do not forsake clarity for style, ever. Writers who do just that irritate me to no end. And yet, those same writers have taught me some valuable lessons.