Appendix C: Communicating Meaning

• Semantics: The Reader’s and Writer’s Roles

• Things Change Significantly with Time

• Guard against frozen evaluations, which fail to take into account changes in prices, situations, people, and values.

• Provide a frame of reference so readers have basis for making comparisons between criteria (grades, prices, market demand, etc.)

• Occasionally retest your assumptions about people, businesses, products, and services to ensure your evaluations apply to the current situation.