Winston Churchill wrote the first white paper: an authoritative piece on a serious problem. Not the long winded press release prevalent today.

SUMMARY: Modern white papers are more whitewash than thought pieces. The original white paper, written by Winston Churchill, provides a good example of how to write a white paper with authority. It offers five important lessons.

The original white paper was written by Winston Churchill. In the current avalanche of white papers, it's worth checking the original for lessons:

1. Be substantive. This white paper treats a serious subject in a substantive way. Before adding another blah...blah white paper to the world, please ask yourself: Do I have anything substantive or new to say?
2. Be pithy. Churchill's white paper covers the future of Palestine in 1,972 words covering 4 pages. Today's best known white paper writer needs another 71 words and another five pages (pictures and white space) to explain multi-channel digital marketing. See White paper example: How NOT to write a white paper.
3. Don't pull punches. Churchill goes after people with "exaggerated interpretations" and explains their misunderstanding. Don't be wishy washy in a white paper. Readers want an opinion that provokes some thought.
4. Be precise. Instead of wondering what exactly the subject of a white paper is, Churchill draws distinctions sharply. He explains that the discussion is about a Jewish home in Palestine, not a Jewish Palestine. Fuzzy definitions have serious consequences.
5. Draw out consequences. Too many white papers sound like political broadcasts -- just exercises in shrill subjectivity and bias. Churchill is careful to draw out and explain why his position should neither alarm the Arab population nor disappoint the Jews.

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