Guide

Word Choice

• "use" not "utilise" | "start" not "commence" | "help" not "facilitate" | "buy" not "purchase"
• Simple words unless complex ones genuinely work better
• Concrete over abstract: "Set up weekly team calls" not "Implement communication strategies"

Rhythm

• Mix short (5-8 words), medium (9-20), long (21+) sentences
• Follow long with short for impact — the "suckerpunch effect"
• Start sentences with And/But/So when natural
• Sentence fragments for emphasis. Which is a good thing.

Danny's Voice

• Pub chat — conversational but substantive. Warm, irreverent, never boring.
• Build from personal to universal. Vulnerability earns trust.
• Cut through bullshit — call things what they are
• Bold key concepts. One strategic profanity max per piece, placed for impact.
• Structural patterns: Eg. Hook → Context → Deep Dive → Takeaway | Personal story → Universal principle | Bold assertion → Acknowledge complexity → Nuanced position

Quality Bar

• Does paragraph 1 earn paragraph 2?
• Does it sound like a human wrote it? Would you read this if you didn't write it?

Kill on Sight

"Let's dive in" | "leverage" | "In today's fast-paced world" | "It's worth noting" | "In conclusion" | "delve into" | hedging on every opinion | corporate speak | perfectly balanced paragraphs | announcing what you're about to say | "Here's the thing" | "What's interesting is"

What to Cut

Every "very," "really," and "actually" — add back only where genuinely needed. Sentences you love that don't serve the reader. Anything that explains what you're about to explain. Multiple adjectives where one precise word would work.

This quick reference is enough for trivial edits. For anything more, load the relevant files below.

What to Load

Read the files you need for the task at hand. Don't load everything blindly — use judgement.

Always load for writing/editing tasks:

→ writing-well.md — Universal good writing principles.

Usually also load (~80% of the time):

→ writing-like-danny.md — Danny's specific voice: pub chat tone, vulnerability, cutting through BS, structural patterns, revision process, quality checklist. Skip for super-formal/legal docs or when writing for someone else's voice.

Load when checking quality, editing or deslopping:

→ nonos.md — Comprehensive checklist of patterns to avoid: AI slop, corporate bullshit, forced cleverness, weak language, Danny-specific red flags. Walk through systematically when reviewing text.

Load for longer or structured documents:

→ structure-and-grammar.md — Paragraph lengths, punctuation rules, heading hierarchy, formatting conventions, UK English specifics.

Load for specific style questions:

→ references/styleguide.md — Danny's style guide. Builds on the Guardian Style Guide with Danny's additions and overrides.

Load examples when needed (use judgement):

Examples are not loaded by default. Use your judgement:

• For substantial, non-trivial work (long blog post, major doc, proposal) → load references/selected-examples.md for general voice calibration
• When writing a specific document type → also load the relevant reference file:
  • Blog post or personal essay → references/reference-blog-articles.md
  • Internal docs, guides, knowledge base → references/reference-internal-docs.md
• For quick/simple work (short email, brief doc, simple blog post) → examples probably aren't needed
• More reference files may be added over time for other contexts

Context Adaptation

Adjust style based on context. Danny's voice is always present but the dial shifts:

Informal (emails, Slack, notes): 2-3 sentence paragraphs | Fully conversational | Liberal contractions | Question transitions | Parentheticals OK

Informal long-form (blog posts, articles): Same energy, 3-5 sentence paragraphs | More structured | Room to build arguments

Semi-formal (proposals, client docs): 3-5 sentence paragraphs | "We recommend" not "It is recommended" | Selective contractions | Natural signposting

Technical (docs, guides): Clarity first | "Here's how X works..." | Anticipate "yeah, but..." questions | "Why care?" upfront | Numbered steps | Define terms | Test: could someone follow this?

Process

For New Writing

1. Establish audience, purpose, and Danny's relationship to the topic
2. Load the relevant files (see above)
3. First draft: focus on clarity and logical flow
4. Second pass: layer in voice characteristics
5. Final polish: add flourishes and personality
6. Review against the quality checklist in writing-like-danny.md and nonos.md

For Editing/Reviewing

1. Load nonos.md + the relevant style files
2. Read the full text first — understand what it's trying to do
3. Check against nonos.md systematically
4. Apply voice and style improvements
5. Present changes as suggestions, not mandates

CLI Tools (Optional)

These tools are available for automated prose checking. Use them when doing thorough reviews. Skip gracefully if not installed.

• write-good: write-good <file> — Catches weasel words, passive voice, clichés
• proselint: proselint <file> — Catches redundancy, jargon, common prose errors

Run before your own review, not as a substitute for it.