Writing is a difficult task. The beginning of mastery is to hone your craft, remove errors and ambiguities, add clarity, and use well-written devices. However, as important as all these tasks are, they only represent the beginning of a journey. The purpose of writing is to communicate. At it's best writing forms a connection between two people and becomes a meaningful conversation (or monologue) between the reader and the author. For that to really work, 90% of all examples you've ever been presented in writing books need to be thrown out. Great writing is not generic. Great writing does not all sound the same. If you can read an article clearly and understandably but it's sterile, then there are still important benchmarks that the article doesn't meet. You should be able to hear the author's voice. You should have a sense of their personality.
Think of it this way. Who wants to read the same voice on the thousands (and one day millions) of articles. :P Yuck. I sure don't. This may extend to encouraging your authors to include personal anecdotes... provided they clarify and make a topic more comprehensible. This may extend to encouraging authors to include personal vocabulary, slang, and other non-traditional writing techniques... again, provided they clarify and make a topic more comprehensible. On some pages, including some of his best pages, half the words that Dr. Seuss wrote aren't in any dictionary you'll Ever find. But it would be a tragedy to touch a single one of them. The difference between a great editor and an average editor is sometimes just the ability to achieve the same readability with a lighter touch. Now, there are times when you can help bring out an author's voice in the editing process, and I encourage you to help authors do this. But when in doubt, try to achieve the same high standards of clarity and readability while "editing" as little as possible.
So are you interested in being one of our creative and critically-important editors? Contact us and we'll help you get started.