“Assumption” is a dirty word. We’re told we shouldn’t make assumptions about people, how things will go, and just about anything we can think of. Assumptions are the opposite of empirical evidence, so the story goes. And the story is true — in certain contexts, at least. For example, you shouldn’t assume someone’s behaviours based on their ethnicity, nor should you run online advertisements based on your assumptions about the market. But writing is a different context, and the process requires a healthy level of assumptions. After all, when you’re publishing content or books, you can’t know for sure who’s going to buy it.