# Voice.

> Markdown twin of [/brand/voice](/brand/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

1. **Lead with the point.** The first sentence answers "what happened."
   Background comes after, for readers who want it.
2. **Numbers carry baselines.** "−61% vs baseline, median of 3 runs" — never
   "dramatically less." A metric without a baseline and a time is an adjective.
3. **Misses included.** The disclosed miss is the credibility. Publish the
   148/155, name the seven, explain the one that matters.
4. **Plain over polished.** Avoidable jargon is rejected by the copy check.
   Necessary technical terms get one plain definition.
5. **End concrete.** Pieces end on a detail or an action, not a bright
   summary. The period is the brand mark for a reason.
6. **Punctuation on a budget.** At most one em dash per ~500 words. Prefer
   commas, parentheses, new sentences.

## Use normal words

The [Plain English translator](/brand/plain-english) covers 100 common AI and
technology phrases. Avoidable jargon is rejected by the Brand Center copy
check; necessary technical terms get one plain definition. The matching
[Markdown copy](/brand/plain-english.md) carries the complete list.

## Worked rewrites

- × "I'm thrilled to announce a game-changing deep dive that leverages <!-- plain-english: allow-example -->
  cutting-edge AI to unlock seamless insights…" <!-- plain-english: allow-example -->
  ✓ "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."
- × "The new approach significantly improved performance across the board."
  ✓ "Median code volume per task dropped from 28 lines to 11 (−61%), across
  three runs per task."
- × "In conclusion, this journey taught us the importance of continuous <!-- plain-english: allow-example -->
  improvement."
  ✓ "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."