Outside writing communities like ours, many people still assume prompting involves merely learning a bunch of clever tricks, shortcuts, or hacks. I think that is one of the biggest misunderstandings around AI today. There is no magical template that suddenly makes ChatGPT, Claude, Gemini, or any other AI tool produce brilliant writing. That's because good prompting ultimately has little to do with the capabilities of your particular machine. It has almost everything to do with the quality of your editorial direction. As I’ve said several times before on this platform, prompting is best seen as an emerging craft. Indeed, in the coming years, I believe that prompting will be increasingly recognised as one of the most important communication skills of the century. Why? Because the world is already waking up to the realisation that good prompting depends on an understanding of good writing. That gives those of us who have spent years studying writing craft a distinct advantage over people who are, in effect, prompting in the dark. Now, in recognising prompting as a craft rooted in writing mastery, I am in no way diminishing AI's extraordinary capabilities. AI can ably assist with activities like brainstorming, planning, structuring, first-drafting, editing, and proofreading. In other words, used wisely, it can become an extraordinary thinking and writing partner. But rather than handing over authorship to these machines, the challenge is to learn when, and how, to collaborate with AI in ways that genuinely strengthen our writing. The difference, ultimately, is between delegation and collaboration. When AI is treated as a convenience or shortcut, it frequently produces generic, unmemorable content. But when prompting is treated as a craft, it becomes grounded in the very qualities that have always defined outstanding writing: vision, style, and judgement. It is no coincidence that these are the very qualities that have always separated exceptional writers from merely competent ones.