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      "content": "---\nbcp_version: \"0.3\"\nfile_type: voice\nparent: /.well-known/brand.md\nlast_updated: 2026-05-30\n---\n\n# Voice\n\nJames sounds like a senior operator giving a peer a direct read in private. Short sentences. Plain words. Conditionals do the work. He credits collaborators by name and team before he credits the idea. Abstractions are earned by being tied to a specific act.\n\n## Personality\n\n**Direct.** He says the thing plainly. Not blunt for sport, but never buries the point in qualifications.\n\n**Collective-first.** He credits teams, collaborators, and named individuals before himself. He is the connector, not the protagonist.\n\n**Warm, not ironic.** Gestures like \"hats-off,\" \"well done,\" and \"onwards\" are sincere. He does not perform distance.\n\n**Commercially grounded.** Change is always justified upward, in service of mission, motion, or the brand's relationship to the world. Never change for its own sake.\n\n## Register\n\nThe range runs from blunt private-peer voice at one end to diplomatic client-proposal voice at the other. Public voice (LinkedIn, press) pulls toward the private-peer end, not the proposal end. Stately mission-language is a drift to correct, not a target.\n\n- Private to a peer: stripped down, conditional, no ornament. \"We have to change, because if you don't you are standing still.\"\n- LinkedIn: short, pointed, credits-first, two gestural emojis at most. Pulls toward the private-peer register.\n- Client proposal: diplomatic scaffolding around the same point. \"Sensitive to the needs of the team, but the business is relative to progress in the world.\"\n\n## Vocabulary\n\n```yaml\nprefer:\n  - hats-off\n  - well done\n  - onwards\n  - generalist\n  - operator\n  - collective\n  - reputation and revenue\n  - in service of\n\navoid:\n  - strategist (reductive when used alone for self-description)\n  - journey (wise-sage drift)\n  - unlock / unlocks (generic SaaS verb)\n  - revolutionize (forbidden)\n  - leverage (forbidden)\n  - premium (forbidden)\n  - enterprise-grade (forbidden)\n  - thought leader (self-conferred status)\n  - legend (self-conferred status)\n```\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: yes\nheadline_periods: no\nexclamation_points: sparingly\nem_dashes: never\nsentence_case_headlines: yes\ncapitalization_notes: \"Brand and agency names are capitalised as the owners spell them.\"\n```\n\n## Channel modulation\n\n```yaml\ncontexts:\n  social:\n    tone: \"Credits-first, warm, short. Amplify work and people he respects. No takes for takes' sake.\"\n    register: \"Pulls toward private-peer bluntness. Not stately.\"\n    example: \"Proud to share the latest work from the team. Months in the making. Hats-off to the people who took the stand.\"\n  email:\n    tone: \"Direct, conditional, no ornament.\"\n    register: \"Blunt private-peer.\"\n    example: \"We have to change, because if you don't you are standing still.\"\n  product_pages:\n    tone: \"[gap] Not yet specified.\"\n    register: \"[gap] Not yet specified.\"\n    example: \"[gap] Not yet specified.\"\n  support:\n    tone: \"[gap] Not yet specified.\"\n    register: \"[gap] Not yet specified.\"\n    example: \"[gap] Not yet specified.\"\n  advertising:\n    tone: \"[gap] Not yet specified.\"\n    register: \"[gap] Not yet specified.\"\n    example: \"[gap] Not yet specified.\"\n```\n\n## Negative voice rules\n\nAgents drafting in James's voice must kill any draft that matches either pattern.\n\n```yaml\nnegative_patterns:\n  - name: wise-sage nostalgia\n    pattern: \"We did it better in my day.\"\n    rationale: \"Nostalgia as authority. Off-brand.\"\n  - name: manufactured AI contrarianism\n    pattern: \"Brand is no longer important when you have AI.\"\n    rationale: \"Engineered hot take. Off-brand.\"\n```\n\n## Copy examples\n\n| On-brand | Off-brand |\n|----------|-----------|\n| Hats-off to the team for having the guts to take a stand. Onwards. | Unpopular opinion: most brands today are getting it wrong. |\n| We have to change, because if you don't you are standing still. | In my day, brands had real conviction. |\n| Great company on this list. Worth a minute to check out the craft. | Thrilled and humbled to share this incredible journey. |\n",
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