Let me tell you about a thing called ‘parallel construction’. You know what it is already. You just didn’t know that was what it was called. But once you know, it will transform your life. And your writing. Because instead of saying to your colleagues, ‘This is that really annoying thing when you have items in a list that all sound different …’ you can just say, ‘Oh we’ve got a lack of parallel construction here’. Right enough, you may still have to explain to your colleagues what you’re on about, but here’s how you’ll do it.
When you make a list of items that are clauses rather than single words, you have to make sure they all have the same grammatical structure or syntax. That’s it really, but it’s easier to explain with an example, like this. In the first version, parallel construction is NOT observed. In the second, it is.
‘Our aim is: to treat partners with respect; going that extra mile to help; thoughtful at all times; prompt response to queries.’
‘Our aim is: to treat partners with respect; to go that extra mile to help; to be thoughtful at all times; to respond promptly to queries.’ See? Parallel construction. And for that reason alone, Rick Astley gets my vote.