docs/.conventions/brand-voice/taboo-phrases.md
These patterns signal AI-generated or marketing-heavy copy. Eliminate all instances.
Never use these unless quoting someone else:
| Word/Phrase | Why It Fails |
|---|---|
| revolutionary | Unearned superlative |
| game-changing | Unearned superlative |
| cutting-edge | Vague tech buzzword |
| next-generation | Meaningless without context |
| blazingly fast | Cliché, unquantified |
| lightning-fast | Cliché, unquantified |
| powerful | Vague; what does it do? |
| robust | Vague; how is it robust? |
| seamless | Almost never true |
| frictionless | Almost never true |
| effortless | Dismisses real complexity |
| leverage | Corporate jargon |
| unlock | Marketing manipulation |
| supercharge | Marketing manipulation |
| turbocharge | Marketing manipulation |
| best-in-class | Unverifiable claim |
| world-class | Unverifiable claim |
| state-of-the-art | Vague tech buzzword |
| groundbreaking | Unearned superlative |
| innovative | Show, don't tell |
| intuitive | Often means "we didn't explain it" |
| elegant | Self-congratulatory |
These constructions reveal AI authorship:
❌ "Zed is fast — really fast — and it shows in every interaction."
✅ "Zed is fast. You'll feel it in every interaction."
❌ "It's not just an editor — it's a complete development environment."
✅ "Zed combines editing, collaboration, and AI assistance in one workspace."
❌ "Fast. Focused. Collaborative."
❌ "Write code. Ship faster. Stay in flow."
✅ "Zed is built for speed and collaboration."
❌ "Three things make Zed different: speed, collaboration, and AI."
✅ "Zed prioritizes speed, real-time collaboration, and AI integration."
❌ "What if your editor could keep up with your thinking?"
✅ "Zed renders every keystroke instantly."
Remove all emotional manipulation:
| Pattern | Problem |
|---|---|
| "We're excited to announce..." | Nobody cares about your emotions |
| "We're thrilled to share..." | Same |
| "We can't wait for you to try..." | Presumptuous |
| "You'll love..." | Telling reader how to feel |
| "Get ready to..." | Marketing hype |
| "Say goodbye to..." | Cliché setup |
| "Say hello to..." | Cliché followup |
| "Finally, an editor that..." | Implies all others failed |
| "The wait is over" | Presumes anticipation |
| "Introducing..." (as standalone) | Weak opener |
Replace with specific outcomes:
| Vague | Ask Instead |
|---|---|
| "enhanced productivity" | How much faster? At what task? |
| "improved workflow" | What specific improvement? |
| "better experience" | Better how? Measurable? |
| "streamlined process" | What steps were removed? |
| "optimized performance" | What metric improved? |
| "increased efficiency" | What takes less time/effort? |
| "modern development" | What specific capability? |
| "next-level coding" | Meaningless |
| "superior quality" | By what measure? |
| Pattern | Rule |
|---|---|
! | Never. Zero exclamation points. |
... | No dramatic ellipses |
| ALL CAPS | No shouting for emphasis |
? as hook | No rhetorical questions as openers |
— overuse | Max one em dash per paragraph |
| Phrase | Problem |
|---|---|
| move the needle | Jargon |
| synergy | Meme-tier corporate |
| ecosystem | Often meaningless |
| paradigm shift | Dated buzzword |
| holistic approach | Vague |
| scalable solution | What scales? How? |
| actionable insights | Corporate speak |
| value proposition | Never in customer-facing copy |
| leverage (verb) | Use "use" instead |
| utilize | Use "use" instead |
| facilitate | Use clearer verb |
| empower | Patronizing |
| enable | Often vague; be specific |
Delete without replacement:
Before finalizing, scan for:
Rule: If you can't prove it or measure it, rewrite it.
Instant red flags (auto-fail if present):
Yellow flags (review carefully):