Learn about revision with Libby McCandless at Kolbeco
Libby McCandless
Learn about revision with Libby McCandless at Kolbeco

Why the Best Marketers Embrace the Art of Revision

I recently spent a literary weekend in Franklin, Tennessee getting to meet and listen to a favorite author. One thing she spoke about stuck with me: the idea that “re” + a word makes it better.*

We’re all familiar with the prefix “re,” which means “again, anew, once more.” Added to the beginning of a word, it brings a connotation of repetition (to redo), going back to the beginning (to return), doing or saying something over and over (to reiterate), or even improvement (to refurbish or renovate). From a literary point of view, consider how words like memory, mind, or visit take on new meaning when the prefix is attached:

Remember = re + member: to bring back a memory so as not to forget
Remind = re + mind: to bring back to mind, to recall, to keep a thought
Revisit = re + visit: to look at a place, theme, or topic again for a better view or standpoint

But what about in the day-to-day context of work? Unfortunately, words with the prefix “re” often bring a sense of dread, of negative feedback, of a job not-so-well-done. Your account director wants something reworded. Your design team has revisions. Your client has rewrites. It feels a little bit like… failure.

But – what if we reframed (another “re” word) this as a positive instead of a negative? What if we took the approach that “re” + a word really does make it better? We might gain the following outlook:

Revision = re + vision: a new and improved vision – one that’s better than before because it’s being seen with new eyes
Rework = re + work: improved, better work; to work again; to make the work new, fresh, more original
Rearrange = re + arrange: to place in a new order; to think about and set up differently and with a new mindset

And let’s address the elephant in the room: we live in a culture of speed, efficiency, and immediacy. We want one-and-done. Having to go back and do anything over feels like that much time wasted. But there’s something to be said for the maxim, “measure twice, cut once.” So instead of sighing in resignation when we hear the words “reread this document” or “rewrite that article,” we could embrace the opportunity to hone our craft:

Reread = to read again, this time with deeper understanding and familiarity (there’s a reason readers say their favorite books are better the second or third time through)
Rewrite = to write again, this time with new insight, perspective, and imagination

And there’s more. Think about the following words, which may initially cause our hearts to sink if we hear them from a boss or a colleague. But when we examine them through the same lens, they look less like work and more like creativity:

Rethink = to think in a new way that might bring about new and better ideas
Remake = to make again in a new and improved way (there’s practice from making it before)
Remind = to better “mind” or keep knowledge of; less about nagging, more about knowing
Realign = to get back in sync with an idea or a group

I’ll be the first to admit it: getting your work sent back covered in (real or virtual) red ink can be disheartening. And if you’re a perfectionist like me, it can feel personal. So, I decided to test the idea out on myself. When I got back my next draft of work, full of comments and changes, I pulled my ego out of the equation and looked at the edits objectively. Not only did they contain new information that added context and depth to the topic, but they also used phrases and words I hadn’t thought of. The result was a truly improved piece of work, polished to a shine thanks to that extra review.

And guess what? This approach doesn’t just apply to your day job. You can also bring the same mindset to your life outside of the office. Think of words like these:

Recreate = re + create: to make or create anew (the root of the word “recreation” – what we do for enjoyment)
Recharge = re + charge: to get motivated and energized again after being drained or spent
Refresh = re + fresh: to cause to feel new, revived, reinvigorated

This week, whether you’re at work or play, I hope that remembering “re + a word makes it better” renews your mindset. (Bonus challenge for those of you who made it this far: how many words beginning with the prefix “re-” are in this post? Answer is below!)

*Talk given by Carolyn Weber, August 30, 2025.

A: 38

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