Studio
Write in the house voice. Keep the person in control.
Paste a draft. The instant review stays in your browser and flags language that works against the voice. Then use the five tests before the copy leaves the room.
Invite someone to feel understood, then show the work. Wonder first, proof second. Spoken aloud by a calm person.
Instant review
“unlock” · Simplicity
Name the actual change in the person's work.
“supercharged” · Courage
Drop the voltage. Say what burden you now carry.
“seamless” · Simplicity
Show the step that disappeared. Do not claim invisibility.
“10x” · Courage
Unearned scale. Prove a real change, or cut the claim.
“We're excited to announce” · Wonder
Start with what changed in someone's day.
Try a don't
Start with a familiar problem.
The five tests
The final decision still belongs to you.
- 01 · Wondering
Did we give the right thing our full attention, discover a better question, and turn what we learned into service?
- 02 · Simplifying
Did we remove effort, uncertainty, or a decision that the person should never have had to carry?
- 03 · Present
Does the person feel understood, respected, and free to make a confident choice?
- 04 · Stewarding
Is the system doing more of the work while the person retains understanding and control?
- 05 · Courageous and calm
Have we made life meaningfully better in a way people can see, trust, and safely use?