One white paper author suggests thinking of your audience as investors, and that's not a bad way to approach writing the paper. An informal tone is best; use acronyms and abbreviations sparingly. Use plain English, no matter how much someone insists on using more technical language. The objective is to educate, inform, and convince, not to geekspeak or marketspeak the reader to death. That's not to say that the white paper isn't slanted -- it is, in the end, an opinion piece. But it also provides real information that the reader can use.
Absolutely. But what I meant was that many people seem to think that credibility depends overwhelmingly (in reality, not just in some abstract theory) on peer review. When Professor X presents unpublished results at a conference, and then one reads the paper a few months later, one doesn’t normally think “Gee, this is much more believable now that three mysterious peers have approved it!” On the contrary, persuading an audience of hundreds or thousands of peers is probably a much tougher test than is getting buy-in from three people you had input into choosing.
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