What couldn’t William Goldman write?
He tried his hand at plays, wrote novels that became popular movies and also wrote screenplays that defined a golden era in film—and then wrote criticism and analysis about his colleagues. He inspired a generation of artists without ever losing touch with his audience.
He died Friday in Manhattan at age 87.
Many are remembering him for his contributions to film.
Maybe you had to be there to appreciate the full impact of "Butch/Sundance." But Goldman definitely had enough of a touch to resonate through at least two decades of prolific scripting -- whether they involved adapting his own novels ("Marathon Man," "Magic," "Heat"), other people's novels ("Harper," "The Stepford Wives," "Misery," "Absolute Power"), original stories either made up ("The Great Waldo Pepper") or real life ("All the President's Men," "Chaplin").These and many others, including several he wasn't even credited for, have their fans. But since I have the floor, I will declare that "The Princess Bride," Goldman's 1987 adaptation of his 1973 fantasy-quest novel, represents his single finest achievement. I don't think I'm alone in falling for "Princess Bride's" combination of winking slapstick, high adventure, enchanting romance and whimsical invention.
And it doesn't just have memorable lines. Even the way one says the single word, "Inconceivable!" (as blurted by Wallace Shawn in the film), can expose a "Princess Bride" devotee. If you look for it, there's a video of contemporary Hollywood A-listers from Nicole Kidman, Steve Carell, Emma Stone to Jake Gyllenhaal, Jessica Chastain and Emma Thompson quoting great hunks of dialogue from "Princess Bride." (Says Kidman, wistfully: "I just want a man to say 'As you wish'" as Cary Elwes' hero says those words in the film.)
Here are some of his most beloved quotations, with special meaning for writers and communicators of all stripes:
1. “The easiest thing to do on earth is not write.”
For a such a prolific writer, the looming ax of an approaching deadline could still inspire fear in Goldman. Writers know that good writing is a grinding process, an act of faith that often yields slow results.
Despite his many successes, Goldman reminds us that writing is hard. Therefore, take it easy on yourself. Set small, achievable goals for yourself and remember to write every day. Like going to the gym, writing is a habit and good writing takes perseverance.
2. “My name is Inigo Montoya, you killed my father, prepare to die!”
The famous line from Mandy Patinkin’s character in “The Princess Bride” has a simple lesson for communicators. In short: Be direct.
Montoya doesn’t guild the lily when he at last encounters his mortal enemy, the man responsible for so much misery in his life. He says just what he feels in short, declarative phrases and instead relies on repetition to drive his message home. Communicators can take note: Sometimes short and simple has much more staying power than an ornate turn of phrase.
3. "You keep using that word. I do not think it means what you think it means."
Another gem from “The Princess Bride,” Montoya says this to his boss Vizzini after he cries out “Inconceivable!” multiple times in response to the continued pursuit of the Dread Pirate Roberts. The joke is a favorite for many, but it has an underlying moral for communicators.
How many times have you seen writing that misses the mark because the writer used a word with hidden connotations? Words like “notoriety” have common uses that make them improper to use in other situations (notoriety implies impropriety, not just fame). Make sure you do your homework when looking to expand your vocabulary.
4. “Boy, I got vision, and the rest of the world wears bifocals.”
Butch Cassidy utters this aphorism to his sidekick Sundance in Goldman’s western masterpiece “Butch Cassidy and the Sundance Kid.” The phrase, while perhaps glib, has a lot to say about the nature of leadership.
Communicators are often asked to lead an audience to new territory. They must convince readers to buy new products, adopt new best practices or abstain from former habits. They must often impart a vision to an audience that can’t see it just yet.
Savvy communicators know that it’s important to build a trustworthy persona and maintain authenticity to draw audiences to your point of view.
5. “Any experience is profitable if you allow it to be, all actions are profitable, no matter how badly you may suffer from them.”
Goldman’s suspense thriller “Marathon Man,” which he later adapted into a movie starring Dustin Hoffman, offers this quote for communicators who know the ups and downs of their industry.
Every career has its high points and its low points, and a life in PR is no different. One year you secure major coverage for a client on broadcast news or in The Wall Street Journal; the next year your pitches seem to go nowhere. However, every turn of events has a lesson for the thoughtful communicator.
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Remember to take stock of your progress and always measure your campaigns. Become a glutton for new information and you might keep up with the rapid pace of change in the industry.
6. “Writing is finally about one thing: going into a room alone and doing it. Putting words on paper that have never been there in quite that way before. And although you are physically by yourself, the haunting Demon never leaves you, that Demon being the knowledge of your own terrible limitations, your hopeless inadequacy, the impossibility of ever getting it right.”
Goldman was a student of writing, often throwing shade on his industry colleagues in such works as “The Season” or “Adventures in the Screen Trade.” Whenever he described the writer’s task, he seemed to conjure a Faustian conflict in which the author is grappling with his or her demons.
You many not share his grim view of a writing session, but his description of the writer’s goal remains apt. Writing is your words, no one else’s, and no one going to do it for you. At some point, the would-be wordsmith must sit down and put his or her words on the page. William Goldman knew that writing was an act of courage.
7. “There is one crucial rule that must be followed in all creative meetings. Never speak first. At least at the start, your job is to shut up.”
Another gem from Goldman’s book “Adventures in the Screen Trade,” this quote reminds a good writer to dissolve the ego. It’s not about you.
Every time you begin to collect information for a new piece, a new campaign or a media pitch, ask: “What’s in it for the reader?” Ignore your desire for greatness and instead focus on providing value.
Also, take Goldman’s advice in those creative meetings you can’t stand. If yours is the loudest voice in the room, how can you be sure you aren’t drowning out other people’s good ideas? Try making a rule that you are never the first to speak and see how it changes the group dynamics of your team.
There will always be time later to inform your partners of your own ideas.
8. “Nobody knows anything.”
This was an axiom Goldman was known to utter around Hollywood, a reminder that even the most powerful executive was gambling when trying to suss out what an audience wanted to see. The line holds meaning for marketers and PR pros, too.
Stay humble and continue to measure your results. You never know what new changes could upend your efforts or provide opportunities for new success.
What are some of your favorite William Goldman quotes, PR Daily readers?
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