George Orwell: Scrupulous writer

“A scrupulous
writer 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?”

—George Orwell.