Recipients, topics, goals, claims: I write with our audience in mind: I picture that as a banking executive/trader/government employee/academic commuting through a busy city (it could be London, New York or Delhi) with a few more stops of underground to go before getting on with his or her day, who has a general understanding of the EU, is educated, and needs enough context to make sense of Brussels’ output, but whose interest in it would be limited to stories that move the needle for him or her. It could be granular—some of my most read stories are about changes to some obscure piece of financial regulation, which speaks loads to who my audience is—or as macro as it gets—such as G7 machinations to finance Ukraine’s war efforts.