How we write.

Five rules. Then a few examples. If your draft passes the rules, it’s fine. If it doesn’t, it isn’t.

The rules

01 — Straight-talking

Get to the point. If something is hard, say so. If we can fix it, say that too.

02 — Confident, not loud

Bold claims, backed by results, numbers, and names.

03 — Impact-first

Lead with the outcome. Explain the how second.

04 — Human, not corporate

Write to a person, not a company. “We” and “you” — not “the organisation” or “stakeholders”.

05 — Forward-thinking

AI is how we work, not a buzzword bolted on. Be specific.

Examples, side by side

✓ Do

We found 12 critical issues. Here's what to do next.

✗ Don't

Following a comprehensive assessment, several areas of potential risk have been identified that may warrant further consideration.

✓ Do

93% customer CSAT. Not because we chase scores — because we actually deliver.

✗ Don't

We're proud to be one of the leading providers of cutting-edge technology solutions in the marketplace today.

✓ Do

Two months of backlog, cleared in under a week.

✗ Don't

Through the application of agile principles and iterative delivery frameworks, significant efficiency gains were realised.

Words we don’t use

leverage, synergy, holistic, best-in-class, cutting-edge, seamless, robust, solutioning, reach out, circle back, utilise, stakeholder, ecosystem, best practice, potentially, may, could, organisation (when “we” works).

When to break the rules

When you’re quoting someone, writing a legal notice, or when breaking the rules makes the writing clearer. If you’re not sure, you’re not sure enough.