Tone of voice
Applying the guiding principles to tone of voice
We stay true to ourselves no matter who we are speaking to . And our tone of voice is built with the flexibility to dial up or down the three principles so we can communicate in a way that is appropriate for both who we we ’ re speaking to and the context we ’ re speaking in .
Spark curiosity
We provoke thinking and inspire action .
Collective Progress
Be concise
We ’ re thoughtfully restrained , clear and simple .
Add yellow to a world of grey
We ’ re optimistic , energetic and confident .
• Invite audiences to arrive at answers on their own or seek them out .
• Reframe the familiar and find fresh ways of saying things .
• It ’ s OK to be provocative in headlines and hooks to draw audiences in .
• Use each word with purpose .
• Be thoughtfully concise .
• No fluff . No filter . No jargon . Nothing there that shouldn ’ t be .
• Open with the opportunity .
• Frame our solutions to highlight their positive impact .
• Use action-oriented language to project confidence .
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