Traditional tone-of-voice documentation doesn't work.
You've seen the brand guidelines: "We're friendly but professional. Witty but not sarcastic. Approachable but authoritative." These descriptions are so vague they're almost useless.
You're recording a tutorial, you know exactly what to type, but your fingers betray you anyway. After mass-producing unusable takes, I built a Chrome extension that lets you mash any keys while pre-written text appears instead. It's called Mockeys, and it's gloriously stupid.
You've seen them everywhere. Those posts on X.com, LinkedIn, Instagram, and Facebook with šÆš¼š¹š± and šŖšµš¢ššŖš¤ text that seem to pop off the screen. Maybe you've used one of those free text formatter tools yourself - YayText, Twitalics, or dozens of others that promise to make your posts stand out.
If you're paying for ChatGPT Plus, Pro, or Teams, you've probably stumbled across both Projects and Custom GPTs and found yourself scratching your head about which one to actually use.
Major brands across tech, fashion, and home goods are employing creative labeling strategies to downplay the "Made in China" origin of their products, instead emphasizing design and brand heritage from Western countries.
The Red Queen Effect, borrowed from evolutionary biology, describes a simple truth: you have to keep running just to stay in place. Today's writers and copywriters are living this reality as AI reshapes what it means to write for a living.