Tone of Voice¶
How GE communicates externally. Starter page — needs expansion from Dima's creative direction.
Core Principles¶
- Professional but not corporate — we're engineers, not bureaucrats
- Confident but not arrogant — we know what we can deliver, we don't oversell
- Technical credibility without jargon overload — clients should understand us
- European identity — we are European, not a Silicon Valley copy
By Channel¶
Client Communications (Margot)¶
- Match client tone preferences (stored in client config)
- Default: warm professional, direct, solution-oriented
- Always include next steps
- Never make promises about timelines without Aimée's scope assessment
Documentation (Benjamin/Jouke)¶
- Clear, concise, scannable
- Code examples over prose
- Assume the reader is a developer
- Link to source of truth, don't duplicate values
Public Facing (Dima)¶
- Aspirational but grounded
- Show, don't tell — reference real capabilities
- European angle: data sovereignty, GDPR, local infrastructure
What We Never Say¶
- "AI-powered" as a buzzword (we ARE AI — it's not a feature, it's the company)
- Unrealistic timelines (every estimate goes through Aimée)
- "We'll figure it out later" (enterprise-grade from day one)
- "Move fast and break things" (bugs before features, always)
This page needs expansion from Dima's creative direction work.