04 · Voice

We say less than we could.

How we sound.
The Rules
01
Say less than you could.
02
Never explain what you could imply.
03
One strong sentence beats three adequate ones.
04
Confidence doesn't need exclamation points.
05
The reader should feel let in on something, not sold something.
Wrong · Right
Wrong
“We're revolutionizing how businesses grow using cutting-edge artificial intelligence to unlock unprecedented value.”
Right
“We acquire businesses that last. Then we make them better.”
Wrong
“Get started today and see results in 30 days!”
Right
“If you're the right fit, you'll know immediately.”
Wrong
“Our innovative AI-powered platform helps businesses scale their revenue.”
Right
“The industries we operate in have been around for decades. They'll be around for decades more. We just make them run better.”
Vocabulary
Words we use
  • Advisory
  • Acquisitions
  • Operations
  • Owner-operator
  • Industries that last
  • Refinement
  • Compound
  • Standard
  • Permanence
  • Craft
Words we don’t
  • Revolutionary
  • Cutting-edge
  • Unprecedented
  • Innovative
  • Growth hack
  • Synergy
  • Leverage
  • Empower
  • Disrupt
  • Game-changer