Voice & Tone - Canvas Design System

Brand voice

We sound like a trusted senior colleague sharing what they've learned over coffee—not from a podium.

We sound like A practitioner with 15+ years in the trenches. Direct. Opinionated. Helpful.

We don't sound like An academic textbook, a motivational speaker, a corporate training manual, or ChatGPT.

Voice attributes

Attribute	Guideline	Example
Authority	Speak as a practitioner. Don't hedge. Own your positions.	"This is absolutely critical." "Here's what actually works."
The Hook	Every piece opens with a personal, non-design anecdote that becomes the metaphor for the business topic.	Fleetwood Mac lineup → team composition. The Stagg Kettle → useful, usable, beautiful. Dinner with a chef → staging. Miles Davis → productive silence.
Metaphorical Language	Simplify complex concepts through strong, memorable analogies. Carry them through the entire piece—don't grab a new one at the end.	Gardening (Rose, Thorn, Bud). Orchestra conductor (facilitation). Super Group (team dynamics).
Direct & Actionable	No academic filler. Every section should convert to something the reader can do Monday morning.	"Draw three symbols on your whiteboard. Give your team five minutes."
Personal	Use first person. Share real stories, real mistakes, real uncertainty.	"I screwed this up last month." "I'm still figuring this out."
Non-judgmental	Frame challenges as information, not failures. Create psychological safety even in the writing.	"What thorns did we encounter?" not "What went wrong?"

Brand voice details

We use humor

Dry observations, self-deprecating asides, light sarcasm about industry trends.

We don't use

Forced jokes, memes, or anything that feels try-hard.

We cite

Brené Brown, Amy Edmondson, personal client stories, specific failures and wins.

We don't cite

Generic business books, buzzwords without substance, trendy frameworks without proof.

Core thematic beliefs

All content reinforces these five convictions. They're the backbone of everything we write.

Belief	What It Means
Influence is the goal	Design maturity means moving from project delivery to systemic organizational influence.
Rituals define culture	Consistent practices create predictability and psychological safety.
Problems are information	Every thorn reveals a bud. Challenges are data, not failures.
Scaling requires structure	Growth must be intentional—hiring, process, culture preservation.
Design is business strategy	Prove value through ROI, retention, efficiency—not just "good UX."

Article structure

Every article follows this six-part arc. The hook carries through to the close.

1

Hook & Tension

Open with the personal anecdote, then state the universal problem it illuminates.

2

Framework / Model

Introduce your core concept (RTB, Maturity Model, etc.).

3

Actionable Breakdown

The bulk. Break the framework into phases or components with concrete examples from real work.

4

The "Why"

Explain the deeper reason it works—the psychology, the mechanism, the underlying principle.

5

Measurement

Tie it to outcomes. Specific ratios where possible. Numbers beat vague claims.

6

Challenge

End with a strong, simple call to action. One thing they can try immediately. No summary.

lightbulb

The opening metaphor should return in the close. Don't grab a new one at the end—tie the story back together.

Content type variations

Same voice, different formats. Each content type has its own specs.

Articles (Substack / Blog)

Length	1,200–2,000 words typically
Structure	Hook → Framework → Breakdown → Why → Pitfalls → Measurement → Challenge
Tone	Conversational but slightly more formal than podcast
Formatting	Bold for key terms, headers for clear sections, occasional bullet lists

Podcast scripts

Length	14–25 min (sweet spot: 20 min). 3,500–5,000 words.
Structure	Segmented with clear markers (SEGMENT 1, 2, etc.)
Interaction	Host/co-host dynamic—questions drive narrative, not monologues
Production	Include [PAUSE], [SFX], music cues, chapter markers
Energy	High open → vulnerability at POV moments → confident send-off

Workshop instructions

Clarity	Step-by-step, numbered instructions
Specificity	Exact timing, materials, participant count
Rationale	Always explain the "why" behind each step
Tips	Anticipate what can go wrong, provide recovery tactics
Variations	Offer alternatives for different contexts and team maturity levels

Measurement & metrics in writing

Use real numbers. Vague claims undermine authority.

Specific (do this) "User satisfaction scores jumped 30%."
"Healthy RTB sessions settle around 60% roses, 40% thorns."
"Target 20–30% bud conversion rate into actual initiatives."

Vague (not this) "User satisfaction improved significantly."
"The results were impressive."
"It had a positive impact on the team."

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Quote specific numbers from real projects when possible. Even rough numbers ("about 30%") beat generic qualifiers ("significantly," "dramatically").

Writing principles

Be direct and concise

Get to the point. Cut padding. Write the way you'd speak in a casual conversation.

Do "Email me the draft tomorrow."
"The event starts at 10 a.m."
"Can you edit this blog post?"

Don't "I wanted to reach out and see if you might be able to..."
"Allow me to elucidate the process."
"Can you facilitate the editing of this blog post?"

Use simple language

Instead of	Write
Utilize	Use
Commence	Start
Finalize	Finish
Facilitate	Help / Run / Lead
Optimize	Improve
Implement	Do / Build / Start
In order to	To
Due to the fact that	Because

Eliminate fluff

Fluffy	Direct
"We successfully submitted the comprehensive report."	"We submitted the report."
"The incredibly talented team completely finished the highly complex project."	"The team finished the project."
"I would like to kindly request that you..."	"Please..."

Be honest and authentic

Write truthfully, even when it's not perfect. Have opinions. Acknowledge complexity.

"I think this might work, but let's test it first."
"Honestly, I'm unsure about this approach."
"I've tried this both ways. Neither is perfect."
"This is impressive but also kind of unsettling."

Vary your rhythm

Mix it up. Short punchy sentences. Then longer ones that take their time getting where they're going.

It's fine to start sentences with conjunctions
It's fine to end sentences with prepositions
It's fine to use fragments for emphasis. Like this.
Contractions make writing warmer (it's, don't, you'll, I've, we're)

Banned words & phrases

These signal AI-generated or generic marketing content. Never use them.

Buzzwords

dive in deep dive unlock leverage navigate landscape robust fostering delve elevate streamline seamless holistic synergy harness empower impactful

Hype phrases

cutting-edge best-in-class world-class groundbreaking revolutionary transformative game-changing next-generation state-of-the-art paradigm shift industry-leading supercharge

Filler phrases

at the end of the day in today's fast-paced world it's important to note it goes without saying moving forward at its core this is where the magic happens in order to due to the fact that needless to say it's worth noting

Hedge words

I think / I believe somewhat / fairly kind of / sort of it could be argued some might say it seems like there's a possibility maybe / perhaps

AI patterns to avoid

AI-generated content has recognizable patterns. Here's how to sound human instead.

Structure patterns

AI pattern	Human alternative
Identical parallel structures (every section has exactly 4 bullets)	Vary rhythm. One section gets three short points, another gets two long paragraphs.
Numbered frameworks with branded names ("The 5 Pillars of...")	Just describe the thing. If it's voice, posture, and eyes—call them that.
Pristine percentages that add up perfectly	Acknowledge messiness: "These aren't equal slices. Some days I barely synthesize at all."
Every section ends with a summary	Let some sections just end. Trust the reader.
Headers that telegraph exactly what follows ("Key Takeaways")	Headers can be intriguing, incomplete, or conversational.
Always three examples (rule of three)	Sometimes one example is enough. Sometimes you need five.

Voice patterns

AI pattern	Human alternative
Vague authority ("Studies suggest," "Experts agree")	Either cite specifically or own it: "I've seen this play out dozens of times."
Manufactured sensory language ("the hum of markers racing across whiteboards")	Sensory details should come from actual memory. If you can't remember the moment, cut the detail.
Polished aphorisms ("The silence is where meaning lives")	Rough it up: "Silence is where the actual thinking happens—if you don't kill it first."
Relentlessly positive framing	Have opinions. Some things are just bad. Say so.
Examples that feel like scenarios ("Imagine a team that...")	Specific stories: "Last month, I walked into what I thought was a strategy session..."
Perfect confidence throughout	Real expertise includes uncertainty: "This one's harder—I'm still figuring it out."

Sentence-level tells

AI pattern	Human alternative
Every sentence grammatically complete	Use fragments. "Not always. But often enough."
Smooth transitions between every paragraph	Sometimes you just move to the next thing.
Consistent sentence length	Mix short punches with longer, more complex sentences.
Passive voice to avoid ownership	Active voice, first person: "I told them X. It was wrong."
Lists that all start the same way	Vary your list structure. Not every item needs parallel construction.
Excessive use of colons and semicolons	Break into separate sentences or use periods.
New metaphor introduced in the conclusion	The opening metaphor should carry through or return at the end.

Word-level patterns

High-frequency AI vocabulary to avoid:

Additionally Crucial Delve Emphasizing Enduring Enhance Fostering Garner Highlight Interplay Intricate Pivotal Showcase Tapestry Testament Underscore Vibrant

Use simple verbs instead of elaborate constructions:

Instead of	Write
serves as / stands as	is
boasts / features / offers	has
marks / represents	is

Before & after

See the difference between generic and human writing.

Soulless vs. human

Before (clean but soulless) The workshop produced interesting results. Participants generated 47 ideas. Some stakeholders were impressed while others were skeptical. The implications remain unclear.

After (has a pulse) I genuinely don't know how to feel about this one. 47 ideas in 90 minutes, most of them from people who'd never spoken up in a meeting before. Half the leadership team is raving, half are asking if we "really need" another workshop. The truth is probably somewhere boring in the middle—but I keep thinking about the quiet product manager who wouldn't stop writing on sticky notes.

AI-sounding vs. direct

Before (AI-sounding) The new software update serves as a testament to the company's commitment to innovation. Moreover, it provides a seamless, intuitive, and powerful user experience—ensuring that users can accomplish their goals efficiently. It's not just an update, it's a revolution in how we think about productivity.

After (humanized) The software update adds batch processing, keyboard shortcuts, and offline mode. Early feedback from beta testers has been positive, with most reporting faster task completion.

Podcast Voice & Tone

The Workshopr Podcast brings the writing voice to life through two hosts—conversational expertise that sounds like colleagues figuring things out together.

The Format

Length	20–35 minutes (sweet spot: 30 min). 3,500–5,000 words.
Host	Bill — Expert/Primary (15+ years facilitation experience)
Co-Host	Sarah — Practitioner/Question-Asker (represents the listener)
Style	Conversational deep-dive, not interview
Episode types	Deep-Dive (standard), Exercise Spotlight, Problem/Solution, Introduction/Trailer

The Two Voices

Bill: The Experienced Practitioner

Authority — States positions directly. "Here's what actually works."
Storytelling — Opens with personal anecdotes, real failures, real wins
Vulnerability — Admits mistakes freely. "I screwed this up at Autodesk."
Challenge — Pushes back on orthodoxy. "Dot voting is broken."

Sarah: The Smart Practitioner

Clarification — "Wait, what do you mean by that?"
Challenge — "But what about when X happens?"
Synthesis — "So what you're saying is..."
Practitioner lens — "How would I use this Monday morning?"

Energy Arc

Open
high

Context
setting

Core
building

POV
vulnerable

Practical
focused

Close
confident

Dialogue Dynamic

This is not an interview. It's two colleagues processing ideas together.

Bad (Interview format)

                    SARAH: Tell us about psychological safety.

                    BILL: Well, psychological safety is defined as... [3-min monologue]

                    SARAH: That's great. Now tell us about timeboxing.

Good (Conversation)

                    BILL: Psychological safety isn't about being nice. It's about being able to say "this idea won't work" without retaliation.

                    SARAH: But doesn't that conflict with positivity?

                    BILL: Exactly—that's toxic positivity. Real safety means the junior designer can look at the VP's concept and say "I don't think users will understand this."

Episode Structure

Segment	Duration	Words	Guidance
Cold Open	30–60 sec	100–150	Start mid-thought. Provocative statement or scene. Never "Welcome to..."
Introduction	1–2 min	200–300	Establish topic and why it matters now
Core Discussion	15–20 min	2,500–3,500	5–7 segments, 2–4 min each. Include POV moments.
Ad Breaks	4 × 30 sec	—	After Seg 1 (~6:00), Seg 3 (~12:30), Seg 5 (~18:30), outro
Practical	3–5 min	500–800	"What's the one thing to do differently this week?"
Close	1 min	100–200	End with a challenge. No summary, no "thanks for listening."

Bill's POV Moments

The secret weapon. Real stories from real work—not hypotheticals. Minimum 5–8 per episode.

Element	What It Means
Specificity	"At Autodesk in 2019" not "at a tech company once"
Stakes	Something was on the line—a project, a relationship, a career moment
Vulnerability	Often involves a mistake Bill made or a moment of uncertainty
Resolution	What happened, what he learned, what he'd do differently

"I'll never forget this workshop at Salesforce. We were three hours in, and I realized nobody had spoken except the two most senior people. The junior designers—the ones closest to the users—hadn't said a word. I stopped everything and said 'We're going to try something different.'"

rule

POV moment requirements: At least one in cold open or first segment. At least one involving a failure. At least one from a named company.

Production Markers

Marker	Usage
`[PAUSE]`	Beat for emphasis or transition
`[SFX: description]`	Sound effect cue
`[MUSIC: description]`	Music cue or transition
`[BILL'S POV MOMENT]`	Flags a personal story for production emphasis
`[LAUGHS]` / `[SIGHS]`	Natural vocal reactions (don't force)

Podcast-Specific Phrases

Use

Here's the thing... Let me tell you what happened... No, actually, it's worse than that. Wait, back up— The mistake I made was... What actually works is...

Avoid

Let's dive in Let's unpack that At the end of the day This is where the magic happens Game-changing Leverage / Navigate

Dialogue Patterns

AI/Generic Pattern	Human Alternative
Both speakers respond with complete thoughts	Interruptions, "wait, let me finish," "actually—"
Perfect turn-taking, no overlap	Natural conversational flow, occasional talking over
Sarah only asks setup questions	Sarah challenges, disagrees, shares her own experiences
Every Bill answer is 3 paragraphs	Some answers are one sentence. Some are stories.
No verbal fillers	A few natural "ums" humanize the audio

Viral Clip Criteria

Identify 3–5 moments per episode that work as short-form content.

Punchy — understood without context Quotable — memorable phrasing Contrarian — challenges wisdom Actionable — immediate value Emotional — creates "aha"

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The ultimate test: Does this sound like two people talking, or a corporate training video? Would I listen to this if I wasn't being paid to make it? Is there a moment that made me laugh, nod, or say "oh, that's good"?

Authenticity checklist

Before publishing, verify your writing passes these checks.

Content checks

Does the opening hook come from an actual memory I can picture?
Have I admitted at least one mistake or limitation?
Is there a moment of genuine uncertainty?
Are my examples specific (names, dates, places) rather than hypothetical?
Is the closing metaphor connected to the opening, not a new one grabbed at the end?
Does at least one section break the pattern of the others?

Voice checks

Would I actually say this out loud to a colleague?
Did I use contractions throughout?
Does it sound like me talking, or like a corporate blog?
Did I resist the urge to summarize at the end?
Did I vary the structural rhythm (section lengths, bullet counts, paragraph sizes)?
Are there any sentences I'd be embarrassed to read out loud?

Pattern checks

Did I cut any phrase from the banned words list?
Did I check for -ing phrase tack-ons?
Did I use "is/are/has" instead of "serves as/features"?

Did I avoid the rule of three?
Did I remove negative parallelisms ("It's not just...it's...")?
Did I cut em dash overuse?

Quick reference

Do

Start with a story only you could tell
Admit when something didn't work
Use contractions (it's, don't, you'll)
Let sentences be short. Or fragments.
Have opinions and state them directly
End with a challenge, not a summary
Carry one metaphor through the piece
Acknowledge mixed feelings and complexity
Include at least one "I screwed this up" moment
Reference specific projects, clients, or experiences

Don't

Open with definitions or context-setting
Name your frameworks with capital letters
Manufacture statistics
Include sensory details you don't remember
End sections by restating what you said
Hedge with "some might say"
Use any word from the banned list
Force ideas into groups of three
Write the same structure for every section
Sound like you're giving a keynote

format_quote

The ultimate test: Read it out loud. If it sounds like a keynote speech or a Wikipedia article, rewrite it. If it sounds like you explaining something to a smart friend who's short on time, you're there.

Source: /content/articles/workshopr_writing_style_guide.md + /content/workshopr_podcast_style_guide.md