Voice.
A personal brand's real logo is how it sounds. Six laws, a plain-English translator, and three worked rewrites — this page is the difference between me and a press release.
The six laws
Lead with the point.
The first sentence answers "what happened." Background comes after, for readers who want it.
Numbers carry baselines.
"−61% vs baseline, median of 3 runs" — never "dramatically less." A metric without a baseline and a time is an adjective.
Misses included.
The disclosed miss is the credibility. Publish the 148/155, name the seven, explain the one that matters.
Plain over polished.
Avoidable jargon is rejected by the copy check. Necessary technical terms get one plain definition.
End concrete.
Pieces end on a detail or an action, not a bright summary. The period is the brand mark for a reason.
Punctuation on a budget.
At most one em dash per ~500 words. Prefer commas, parentheses, new sentences.
Use normal words.
The translator covers 100 common AI and technology phrases. Avoidable jargon is rejected by the Brand Center copy check; necessary technical terms get one plain definition.
Worked rewrites
× not my voice
“I'm thrilled to announce a game-changing deep dive that leverages cutting-edge AI to unlock seamless insights…”
✓ my voice
“I tested his claim: 66 model calls, two rounds, pre-committed graders. The setup held up, and the one place it cut a corner, it told me.”
× not my voice
“The new approach significantly improved performance across the board.”
✓ my voice
“Median code volume per task dropped from 28 lines to 11 (−61%), across three runs per task.”
× not my voice
“In conclusion, this journey taught us the importance of continuous improvement.”
✓ my voice
“The test runner is saved next to a note in my AI assistant’s memory; when the next model is released, the same 66 calls get re-run.”