• Do not use Velosio as a verb. E.g. “Let’s Velosio that fact.”
• Do not use Velosio in possessive form. E.g. “Velosio’s agreement.”
• Do not use Velosio in plural form. E.g. “The customers talked about their Velosios.

Words and phrases to avoid #

• Harmful, toxic, or questionable language such as blacklist, swarthy, or dame.
• Gendered terms such as “Hey you guys” or “man hours.”
• Alienating words or phrases especially those that apply to marginalized groups. E.g. “Driving blind.”
• Sports analogies. They can be alienating, especially if used in excess.
• Figures of speech that refer to war or violence, like “spray and pray” or “tools in your arsenal.”
• Negative or disparaging language. Avoid negative language unless it is pragmatic to do so, and also proposing the upside or opportunity. Avoid bashing other products or solutions, nobody’s product or service is perfect for every company or situation.
  

  Examples of on-style writing #

• Given the option, everyone wants the facts.
• Rather than blame people, we should create better systems.
• Forty-six percent of marketers aren’t sure about the source of their statistics, according to a survey of 811 marketers by the research firm Forrester.

Examples of off-style writing #

• Companies never do the right thing.
• It’s crazy how often people mess up their facts.
• The key to optimizing our spend is applying the correct business solution set.
• It’s like, the worst.