The rule is: the word 'it's' (with apostrophe) stands for 'it is' or 'it has'. If the word does not stand for 'it is' or 'it has' then what you require is 'its'. This is extremely easy to grasp. Getting your itses mixed up is the greatest solecism in the world of punctuation. No matter that you have a PhD and have read all of Henry James twice. If you still persist in writing, 'Good food at it's best', you deserve to be struck by lightning, hacked up on the spot and buried in an unmarked grave.
Lynne TrussTexting is a fundamentally sneaky form of communication, which we should despise, but it is such a boon we don't care. We are all sneaks now.
Lynne TrussAs someone who sends texts messages more or less non-stop, I enjoy one particular aspect of texting more than anything else: that it is possible to sit in a crowded railway carriage laboriously spelling out quite long words in full, and using an enormous amount of punctuation, without anyone being aware of how outrageously subversive I am being.
Lynne TrussYou should read Wodehouse when you're well and when you're poorly;when you're travelling, and when you're not;when you're feeling clever, and when you're feeling utterly dim. Wodehouse always lifts your spirits,no matter how high they happen to be already.
Lynne Truss