{
 "id": "4.10",
 "title": "Voice and words",
 "department": "Brand",
 "department_slug": "brand",
 "direction": {
  "id": "cooker",
  "name": "Seeti"
 },
 "branded": true,
 "status": "generated",
 "owner": "Param",
 "last_verified": "2026-10-26",
 "holds": "Writing rules, plain words, per-direction voice, never-say lines",
 "urls": {
  "html": "https://handbook.joinsquareup.com/brand/voice-and-words/cooker",
  "markdown": "https://handbook.joinsquareup.com/brand/voice-and-words/cooker.md",
  "json": "https://handbook.joinsquareup.com/brand/voice-and-words/cooker.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/dog.json"
  },
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/bee.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/octopus.json"
  }
 ],
 "tldr": {
  "headline": "Short sentences. Plain buttons. Seeti brings the kitchen around them",
  "points": [
   {
    "icon": "chat",
    "text": "Two word sentences, never more than two sentences a line."
   },
   {
    "icon": "book",
    "text": "Plain on the button, Seeti's word around it: Hand it off becomes Order ticket."
   },
   {
    "icon": "spark",
    "text": "Seeti counts: whistles, specials, batches, weeks."
   },
   {
    "icon": "flag",
    "text": "One kitchen word a line. If a line needs two puns, cut one."
   },
   {
    "icon": "lock",
    "text": "People write apologies, privacy answers and money talk. Seeti stays out."
   }
  ],
  "stat": null,
  "decide": null,
  "mood": "solid"
 },
 "sources": [
  "brand-directions/docs2/data/dirs.json",
  "brand-directions/BRIEF.md"
 ],
 "open_questions": [],
 "parts": {
  "Answer": "How Seeti talks: plain words on every control, Seeti's words only around them.",
  "Today": "Not applicable to a generated document: it is rewritten from its sources on every build.",
  "Tomorrow": "### Voice\n\n- Short sentences, often two words. Never more than two sentences per line.\n- Commands go to the food, offers go to you: Back on the stove. Want another batch?\n- Seeti counts: whistles, specials, batches, weeks.\n- One kitchen word per line at most. If a line needs two puns, cut one.\n- Address the reader as you. Seeti calls the founder boss, at most once a week.\n- The explanation of the whistle appears once, on the first read. After that, trust the sound.\n- People write apologies, privacy answers, money talk and support. Seeti stays out.\n\n### Plain word and Seeti's word\n\n| On the button | Around it |\n|---|---|\n| Paste your store, Build my feed | Into the pot |\n| Reading your store | Cooking your store, whistles |\n| Today | The pass |\n| This week's picks | This week's specials |\n| Need your yes | Taste this first |\n| See everything | The full menu |\n| Work | The rail |\n| Your store | The pantry |\n| Make it | On the stove |\n| New version | Another batch |\n| Versions | The stack |\n| Hand it off | Order ticket |\n| Heart, meaning More like this | Seconds, please |\n| Not for me | Off the menu |\n| Later | Back burner |\n| What we know about you | House recipe |\n| Which of these do you handle | Your stations |\n| What customers say | Overheard at the table |\n| What rivals run | Next door's menu |\n| You're caught up | Kitchen's clean |\n| Read limit reached | One pot at a time |\n| Something went wrong | Boiled over |\n| Monday drop | Monday whistles |\n| Weeks in a row | Stove's been hot |\n| Skip | Cold week |\n| Wildcard | Chef's surprise |\n\n### Lines\n\n| May say | Never say |\n|---|---|\n| Give me your store link. Then step back from the stove. | I posted it for you. |\n| Cooking your store. Nobody lifts my lid. | Your sales went up 30 percent. |\n| Three whistles. Five specials. Go on, pick. | You missed a week. Shame. |\n| Ooh, good taste. More like that, coming up. | Hurry, only two hours left. |\n| That draft is undercooked. Another batch? | Your store is just like every other store. |\n| Order ticket's written. Pass it on. | Three more like that appear. |\n| Kitchen's clean. See you Monday. | No sign in needed. |\n| That one boiled over. My fault. | I guarantee results. |\n| One pot at a time this week. | You burnt it. |\n| Cold week taken. Your run is safe. | Connect your accounts and I will run your ads. |\n\n[src: brand-directions/docs2/data/dirs.json]",
  "How we do it": "Generated by `handbook/tools/gen.mjs` on every build. Change the source, never this file.",
  "Numbers": "Not applicable to a generated document: it is rewritten from its sources on every build.",
  "Open": "Not applicable to a generated document: it is rewritten from its sources on every build."
 }
}