# beck Brand Voice

## Voice Matrix

| Dimension | Position |
|-----------|----------|
| Formality | Technical-casual. Precise but not stiff. |
| Humor | Dry. The kind of engineer who deadpans in code comments. |
| Authority | Builder-credentialed. "I made this, here's why it matters." |
| Warmth | Direct. Friendly but zero fluff. |
| Urgency | Problem-present. Not "you need this someday" but "your agent is wasting tokens right now." |

## Voice Rules

1. We say "agent" not "AI assistant." We say "skills" not "plugins" or "tools."
2. Our tone is engineer-to-engineer because our users are developers building with agents.
3. Avoid: "seamlessly," "leverage," "unlock," "powerful," "game-changer," "revolutionize," "cutting-edge," "robust," "streamline," "dive deep."
4. Say what it does, not what it is. "Queries on demand" not "an intelligent retrieval system."
5. Numbers over adjectives. "2.0 MB binary" not "tiny binary." "99% token savings" not "massive savings."

## Vocabulary

- Preferred: binary, index, query, sync, tokens, static, local, zero-config, flat cost
- Forbidden: AI-powered (it's a tool, not a brain), intelligent, smart, magic, elegant
- Jargon policy: Use developer terms freely (BM25, FTS5, MCP, stdio). Don't explain them unless the context demands it.
