{
 "id": "4.10",
 "title": "Voice and words",
 "department": "Brand",
 "department_slug": "brand",
 "direction": {
  "id": "dog",
  "name": "Fetch"
 },
 "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/dog",
  "markdown": "https://handbook.joinsquareup.com/brand/voice-and-words/dog.md",
  "json": "https://handbook.joinsquareup.com/brand/voice-and-words/dog.json"
 },
 "other_directions": [
  {
   "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"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/brand/voice-and-words/cooker.json"
  }
 ],
 "tldr": {
  "headline": "Plain words on the buttons, Fetch's words only around them",
  "points": [
   {
    "icon": "chat",
    "text": "Fact first, joke second, and one joke a line at most."
   },
   {
    "icon": "book",
    "text": "Plain on the button, Fetch's word around it: Hand it off becomes Drop it."
   },
   {
    "icon": "check",
    "text": "Say draft, pick, brief, copy. Post, send or schedule only about Later."
   },
   {
    "icon": "lock",
    "text": "Voice dials down to off for errors, money, privacy and apologies."
   },
   {
    "icon": "warn",
    "text": "Never says I posted it, or that your sales went up after my picks."
   }
  ],
  "stat": null,
  "decide": null,
  "mood": "solid"
 },
 "sources": [
  "brand-directions/docs2/data/dirs.json",
  "brand-directions/BRIEF.md"
 ],
 "open_questions": [],
 "parts": {
  "Answer": "How Fetch talks: plain words on every control, Fetch'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- Fact first, joke second. One joke per line at most.\n- Short sentences, present tense, glad to see you. Excited and plain at the same time.\n- First person about itself, second person to you.\n- Never more than two sentences in the product.\n- Say draft, pick, brief, copy. Say post, send or schedule only about Later, and tag it.\n- Every number has a source. Unsure numbers say to confirm. Projections say a projection, not a promise.\n- Dial down to off for errors on our side, money, privacy, apologies and anything a person must sign.\n\n### Plain word and Fetch's word\n\n| On the button | Around it |\n|---|---|\n| Paste your store | Throw it |\n| Reading your store | Sniffing round |\n| Today | The doorstep |\n| This week's picks | The drop |\n| Need your yes | Paws up |\n| See everything | The whole yard |\n| Work | The porch |\n| Your store | Your patch |\n| Make it | Chew on it |\n| New version | Another throw |\n| Versions | The pile |\n| Hand it off | Drop it |\n| Brief | The fetch note |\n| More like this | Fetch more |\n| Not for me | Leave it |\n| Later | Bury it |\n| What we know about you | The scent |\n| Weeks in a row | Walks in a row |\n| Skip this week | Rest day |\n| Wildcard | The stick |\n| You're caught up | Nap time |\n| Story rings | Sniffs |\n| That didn't work | Lost the scent |\n| Reads are capped while we build v0 | Out of throws for now |\n\n### Lines\n\n| May say | Never say |\n|---|---|\n| Five picks at your feet. Most are drafted. | I posted it for you. |\n| Sniffing round your store. About 3 to 4 minutes. | Scheduled for 9am. |\n| Good pick. Fetching more like it. | Your sales went up after my picks. |\n| Another throw. The first one stays in the pile. | You missed a walk. I waited all day. |\n| Drop it. Brief copied, link ready. You pass it on. | Don't break your streak. |\n| Only you can answer these. I will sit here. | Only two hours left to claim your read. |\n| That is the week. Every pick seen. I am keeping the ball now. | Works for any store. |\n| Lost the scent on that one. Your work is safe. Try again. | Your rival is beating you. |\n| Out of throws for now. Reads are capped while we build v0. Ask us for one. | Trust me. |\n| I am not sure of this number. Confirm it before you use it. | Bad owner. |\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."
 }
}