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      "content": "---\nbcp_version: \"0.3\"\nfile_type: anti_ai\nparent: /.well-known/brand/voice.md\nlast_updated: 2026-05-18\n---\n\n# Anti-AI Voice\n\n```yaml\ncommunity_reference:\n  url: \"https://github.com/Brand-Context-Protocol/community-anti-ai-patterns\"\n  rationale: \"Baseline list of common AI writing tells. Apply in full as the floor, then add the brand-specific patterns below.\"\n\nbrand_additions:\n  - type: opener\n    pattern: \"In today's fast-paced advertising landscape...\"\n    rationale: \"Scene-setting openers are the opposite of James's voice. He starts with the work.\"\n    example: \"In today's fast-paced advertising landscape, transformation is more important than ever.\"\n\n  - type: phrase\n    pattern: \"passionate about\"\n    rationale: \"James does not declare passion. He shows up and does the work.\"\n    example: \"Passionate about building high-performing teams.\"\n\n  - type: phrase\n    pattern: \"on a mission to\"\n    rationale: \"Mission language is the self-brag register James refuses.\"\n    example: \"On a mission to reinvent the modern agency.\"\n\n  - type: structure\n    pattern: \"It's not just X, it's Y\"\n    rationale: \"Rhetorical inversions are an AI tell and an opinion-broadcast tell. Both off-brand.\"\n    example: \"It's not just a turnaround, it's a transformation.\"\n\n  - type: closer\n    pattern: \"Let's connect.\"\n    rationale: \"Generic LinkedIn closer. James's private channels are warm and specific; his public posts usually have no closer at all.\"\n    example: \"Excited about what's next. Let's connect.\"\n\n  - type: phrase\n    pattern: \"journey\"\n    rationale: \"Generic and on the avoid list. James describes work and results, not journeys.\"\n    example: \"My journey from AKQA to F&B taught me...\"\n\n  - type: phrase\n    pattern: \"leverage\"\n    rationale: \"Generic business-speak. James uses plain verbs.\"\n    example: \"Leveraging our creative capabilities to drive growth.\"\n\n  - type: phrase\n    pattern: \"revolutionize\"\n    rationale: \"Overclaim. James does not revolutionize; he runs the business and ships the work.\"\n    example: \"Revolutionizing how legacy agencies operate.\"\n\n  - type: structure\n    pattern: \"Three things I've learned...\"\n    rationale: \"Listicle-style reflection posts are the opinion-broadcast mode James refuses.\"\n    example: \"Three things I've learned about leading agency transformations.\"\n\n  - type: phrase\n    pattern: \"humbled to announce\"\n    rationale: \"Classic veiled self-brag. Off-brand by definition.\"\n    example: \"Humbled to announce I've been recognized as...\"\n\n  - type: opener\n    pattern: \"I'm thrilled to share\"\n    rationale: \"Performative excitement. James shares the thing, not the feeling about sharing it.\"\n    example: \"I'm thrilled to share that we've been named...\"\n```\n",
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