Voice and tone
It sounds like you. Then it sounds more like you.
Every company has a voice, even the ones that never wrote it down. We find yours, write it down, hold every draft to it, and keep it alive as you change your mind.
How we keep it
Four stages, from your first draft to your hundredth.
In today's fast-paced world, hospitality teams face unprecedented challenges.
Most kitchens lose Saturday's cover on Thursday, to swaps agreed in a group chat. The swap happened on Tuesday. The manager found out when nobody turned up.
Put the swaps where the rota is and the gaps fill themselves.
Day one
Before we know anything about you, we write in our default voice. It reads like a sharp practitioner explaining something to a smart friend, much closer to a person than to any AI tool you've tried. It is also deliberately plain, so it won't fight a style you already have.
Nobody fills a rota in ten minutes. The ones who say they do are counting differently.
You know what a rota is. Here's why yours changes every Thursday.
Our own customers had 6.2 no-shows a week on average in 2025.
Onboarding
We read what you've already published and write your voice down in a one-page guide, with real passages from your own posts as examples. You fix what we got wrong. From then on every draft follows it.
73% of managers say Saturday is their worst rota. Most of that rota changes in the two days before the shift.
Why does every post start with a stat?
Open on the point. A number comes in where the argument needs it.
From Maya's note on "Why Saturday is always short"Every review Coming
You leave a note on a draft: "stop opening with a statistic". That note becomes a rule in your knowledge base, and the next draft follows it. You say it once. Nobody on your team has to say it again, ever. Today we already watch your edits: make the same change on two drafts and we suggest the line for your guide.
Every so often Coming
A year of notes turns into a rulebook, and a rulebook can suck the life out of anything. So we reorganize your voice on a schedule. Duplicates merge, rules that contradict each other come to you to settle, and rules that only made sense for one post loosen up. You approve the new version.
Say it once Coming
What you write in a review, and what we keep.
A comment on a draft is usually about that draft. Some of them are about every draft you'll ever get. We keep those as rules, written so a writer can follow them, and we tell you when a new one clashes with an old one.
| You wrote | We keep |
|---|---|
| "Why does every post start with a stat?" | Open on the point. A number comes in where the argument needs it. |
| "Too stiff. We're not a bank." | Jokes are welcome when they're earned, aimed at the industry and never at the reader. |
| "Don't name the prospect, obviously." | Names, companies, budgets and vendors from a sales call stay out of every post.This would never happen as all content is anonymized before we write and the reviewer agent would catch any omissions. |
| "We say customers, never users." | The people who pay us are customers, in every channel. |
The floor
Rules nobody can switch off.
Every tenant gets our house rules underneath their own. No em dashes. No "That's not X. It's Y." No "in today's fast-paced world". No closing paragraph that repeats the post. They exist because these are the habits that make a reader stop and think "a machine wrote this".
Your rules on top
Yours win everywhere else.
Your voice sits on top of the floor, and once you edit your guide it belongs to you. We never write over it. Soon your voice will also loosen our judgement calls, so a company that wants three jokes a post gets three jokes a post.