Words on words

I'm working towards the next Museums Association one day conference on text and text writing so I've been going back to some of my favourite books and websites which talk about writing.

I found this quote which sums up the writer's challenge,

“A scrupulous writer”, observed Orwell, “in every sentence that he writes will ask himself at least four questions, thus: What am I trying to say? What words will express it? What image or idiom will make it clearer? Is this image fresh enough to have an effect? And he will probably ask himself two more: Could I put it more shortly? Have I said anything that is avoidably ugly?”