Write in the present tense as much as you can. The easiest, most direct, strongest form of a verb is its present tense:

Just do it.

Look at what happens when we rewrite that using conditional tense:

You would just do it.

Or future tense:

You will just do it.

Or past-perfect continuous tense:

I have been just doing it since feet were invented.

See what's happening in your brain? Your brain now is trying to clear those qualifiers and conditionals like hurdles on a reading racetrack. (One sponsored by Nike?)

Text written in the present tense is more clear, direct, and immediate. It feels less complicated.

I know I'm cheating a little bit with that Nike example. Verbs come in three tenses—past, present, and future—to tell us when things happened/are happening/will happen.

I hear the principled pedant in the back of the room, waving their hand in the air with a question.… “Am I suggesting we time-travel? That we bend time to our own will?”

No, my principled friend.

Instead I'm suggesting that you look to the present tense as a default, when it makes sense to do so.

Two approaches:

1. Can you rewrite in the present tense and not change meaning too much?
   • Instead of: Zero-party data has changed everything about collecting vital marketing data. (present-perfect tense)

     Try: Zero-party data changes everything about collecting vital marketing data. (present tense)

     Why this works: The second version is both shorter and more direct. Swapping “changes” for “has changed” changes the meaning slightly, but not enough to make a difference overall.

   • Instead of: We have noticed that four-day workdays have become a standard perk, more prevalent than the foosball table and on-site dry cleaning.

     Try: Four-day workdays are now a standard perk, more prevalent than the foosball table and on-site dry cleaning.

     Why this works: The shorter version of this sentence eliminates the wasted words at the beginning of that sentence (we have noticed), and makes the action more immediate. Shorter workdays are a perk. Full stop.

   • Instead of: Our research showed that 60% of us love an airport massage.

     Try: Our research shows that 60% of us love an airport massage.

     Why this works: Is the research current and still relevant? Then it's fine to say it actively shows even if the actual research happened in the past.

2. If the present tense doesn't work, use the simplest version of a verb you can.
   • Instead of: The Morton Salt Umbrella Girl was created as a mascot for Morton Salt in 1914.

     Try: Morton Salt created the Morton Salt Umbrella Girl as a mascot in 1914.

     Why this works: The first version uses the passive “was created.” The second uses a simpler active verb.

   • Instead of: She was redesigned several times over 100 years. Each time, her outfit would become more on-trend.

     Try: Morton redesigned her several times over 100 years. Each time, her outfit became more on-trend.

     Why this works: Again, we're swapping the passive voice (“was redesigned”) for active (“designed”). We're also simplifying “would become” by subbing “became.”