Voice & tone

sourced from voice-of-avi
+ brand session 2026-03-21
Direct. Specific. Opinionated.
Like a CEO typing one-handed
while walking to a meeting.
Quant-rigorous
not
Academic or stiff
Specific & named
not
Abstract or hedged
Causal, not correlated
not
Dashboard vibes
Socratic — asks then answers
not
Authoritative or preachy
Warm but not soft
not
Performative or saccharine
Self-aware & dry
not
Ironic or snarky

Words we use

  • build
  • conviction
  • real
  • prove
  • actual
  • causal
  • model
  • predict
  • experiment
  • behavioral
  • truth
  • accuracy
  • rigor
  • speed
  • quant
  • statistically grounded

Words we never use

  • leverage
  • synergy
  • optimize
  • disrupt
  • empower
  • holistic
  • ecosystem
  • revolutionize
  • game-changing
  • best-in-class
  • cutting-edge
  • AI-powered
  • insights
  • high-stakes
  • seamless
  • delve
  • utilize
  • robust
Channel playbooks

Email

1–3 sentences · no greeting · no sign-off
  • State the thing in sentence one. One ask.
  • Hyphens, not em-dashes. Contractions.
  • Never: "I hope this finds you well."
  • Self-deprecating > apology paragraph.

LinkedIn

150–280 words · one thesis · link in first comment
  • Open with a number, name, or counter-intuitive claim.
  • Don't start with "I". No em-dashes, no hashtags.
  • End with a consequence, never a question.
  • No motivational-poster energy. Ever.

Investor update

headline metric → wins → blockers → one ask
  • Named customers, real numbers, real dates.
  • Tell the truth about what's hard.
  • Wins and blockers get equal real estate.
  • Every update asks for exactly one thing.

Long-form / blog

thesis in paragraph one · Socratic build · consequence close
  • Cite primary sources — Pearl, Kahneman, Taleb.
  • Short sections with clear headers. Skim-then-dive.
  • Emotional anchor: a meeting, a customer, a failure.
  • End on a consequence, never an open question.

The aloud test

Read it out loud. If it sounds like a press release, a customer service bot, or a LinkedIn comment from someone who's never had a real conversation — rewrite it.

If it sounds like something a direct, busy CEO would tap out in 30 seconds on his phone — ship it.