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  • Be honest and direct

  • Stick to your word

  • Own issues and mistakes, and show how we will overcome them


  • Overpromise

  • Oversell the product’s capabilities

  • Use unnecessary jargon (unless it resonates with a specific audience)


We keep people central to everything we do. Our language is “human-to-human” and we always prioritize the reader’s experience first. 

Our overarching tone is empathetic, light, engaging, approachable, and professional. We can be witty but we’re never snarky, and while we’re conversational, we’re never overly casual or informal.


  • Lead with innovation and creativity

  • Be encouraging, empowering,
    and uplifting 

  • Use affirmative language

  • Think “perfection through iteration” – constantly test, rework, and revise to reach the best result


  • Be boastful or self-congratulatory

  • Use sob stories or guilt-trips

Light & engaging

We connect with people using positive emotions. Our voice is friendly and helpful so people feel welcomed and supported when they meet us.


  • Be concise without being abrupt

  • Opt for language that’s easy to understand

  • Use active voice, and avoid complex verb structures

  • Use overly wordy or long sentences

  • Use jargon or buzzwords as a crutch

  • Write in passive voice

  • Sound preachy or lofty

  • Use clickbait or overpromise


 Professional yet human

While we’re approachable and accessible, we’re also smart and accomplished. Our audience can recognize that we’re knowledgeable and professional, while still connecting with us through language that’s relatable and friendly.


Tone of voice

This is how we choose to communicate with our audience, including the words, communication style, and emotional tone. This can vary based on the format and specific audience segments we’re speaking to.

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