NEVER
- Empower / unleash / leverage
- Authentic / journey / seamless
- Thought leader
- Em-dashes on screen
- Emoji, anywhere
- Exclamation marks (non-ironic)
ALWAYS
- Diagnose, don't motivate
- Second person, "you"
- Strike-through as punctuation
- Specific over universal
- Funny via accuracy
- Periods as punchlines