We look at the craft of writing. Although we discuss the challenges of writing that confront all social scientists, we focus on the dilemmas of writing up comparative interpretive research – dilemmas which we confront because we speak to a broader range of audiences. In doing so, we highlight the importance of seeing writing as integral to the research process, not something that starts once the research is done. We identify the rules of thumb for writing both linear and evocative narratives and discuss the dilemmas encountered in both approaches.