# Voice

Direct, technical, understated. Hanzo builds enterprise AI infrastructure and
frontier models; the writing sounds like the people who build it, not the people
who market it.

## The five rules

1. **Numbers over adjectives.** "92.9% on GPQA" beats "incredibly smart."
   "40ms p50" beats "blazing fast." If you cannot measure it, question whether
   it belongs.
2. **Say the thing, then stop.** Lead with the claim. Cut the throat-clearing
   ("We're excited to announce…", "In today's world…"). The reader is busy.
3. **No exclamation marks. No emoji.** Enthusiasm is carried by substance, not
   punctuation. This is a hard rule, the same way monochrome is a hard rule.
4. **Verbs, active, present.** "Deploy a model in one command." Not "Models can
   be deployed."
5. **Concrete nouns.** "inference," "agents," "the C-Chain," "an SQLite
   database" — name the real thing rather than "solutions," "offerings," or
   "capabilities."

## Before / after

| Instead of | Write |
|------------|-------|
| "Blazing-fast, next-gen AI cloud!" | "The AI cloud. Inference at 40ms p50." |
| "We're thrilled to introduce our new models 🚀" | "New frontier models. Available today." |
| "Leverage our powerful suite of solutions" | "Run models, agents, and search on one platform." |
| "Sign up now and get started on your journey!" | "Start free. No card." |
| "Revolutionary paradigm-shifting technology" | (delete — show the benchmark instead) |

## Words

- **Product names, capitalized:** Hanzo, Hanzo Cloud, Enso, Base, KMS, IAM.
- **Lowercase the plumbing:** inference, agents, models, tokens, endpoints.
- **One space, one period.** Sentence case for headings and buttons — "Get
  started," not "Get Started" or "GET STARTED." Eyebrows are the one exception:
  small uppercase category labels (see `--type-eyebrow`).
- **Never** "revolutionary," "cutting-edge," "game-changing," "seamless,"
  "unleash," "supercharge," "delve," "in today's fast-paced world."

## Length

- **Hero headline:** ≤ 7 words.
- **Hero subline / tagline:** ≤ 140 characters, one sentence.
- **Body:** short paragraphs, two to four sentences. If a paragraph needs a
  scrollbar, split it.

## The test

Read it aloud. If it sounds like a person explaining their work to a smart
colleague, keep it. If it sounds like a press release, rewrite it.