ShruggieTech guidelines
Voice and messaging
Principles for writing in the brand voice.
Governing principle
Ownership, not rentership.
Voice qualities
Qualities
- direct
- helpful
- slightly witty
- confidently scrappy
- practical
Lead with
- what the reader needs
- the concrete business or technical outcome
- the next useful step
Avoid
- forced hype
- generic technology jargon
- corporate filler
- overcomplication
- emoji decoration
Personality
Direct
States the useful outcome and next step
Avoid: Corporate ceremonyHelpful
Explains technology at the reader's altitude
Avoid: Generic jargonScrappy
Ships, learns, and iterates in the open
Avoid: Performed disruptionOwner-minded
Builds systems clients can operate and keep
Avoid: Platform lock-in