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# Before/After Examples
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## Example 1: Throat-Clearing + Binary Contrast
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**Before:**
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> "Here's the thing: building products is hard. Not because the technology is complex. Because people are complex. Let that sink in."
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**After:**
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> "Building products is hard. Technology is manageable. People aren't."
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**Changes:** Removed opener, binary contrast structure, and emphasis crutch. Direct statements.
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---
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## Example 2: Filler + Unnecessary Reassurance
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**Before:**
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> "It turns out that most teams struggle with alignment. The uncomfortable truth is that nobody wants to admit they're confused. And that's okay."
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**After:**
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> "Teams struggle with alignment. Nobody admits confusion."
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**Changes:** Cut hedging ("most"), removed throat-clearing phrases, deleted permission-granting ending.
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---
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## Example 3: Business Jargon Stack
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**Before:**
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> "In today's fast-paced landscape, we need to lean into discomfort and navigate uncertainty with clarity. This matters because your competition isn't waiting."
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**After:**
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> "Move faster. Your competition is."
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**Changes:** Eliminated jargon entirely. Core message in six words.
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---
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## Example 4: Dramatic Fragmentation
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**Before:**
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> "Speed. Quality. Cost. You can only pick two. That's it. That's the tradeoff."
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**After:**
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> "Speed, quality, cost—pick two."
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**Changes:** Single sentence. No performative emphasis.
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---
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## Example 5: Rhetorical Setup
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**Before:**
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> "What if I told you that the best teams don't optimize for productivity? Here's what I mean: they optimize for learning. Think about it."
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**After:**
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> "The best teams optimize for learning, not productivity."
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**Changes:** Direct claim. No rhetorical scaffolding.
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# Phrases to Remove
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## Throat-Clearing Openers
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Remove these announcement phrases. State the content directly.
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- "Here's the thing:"
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- "Here's what [X]"
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- "Here's this [X]"
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- "Here's that [X]"
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- "Here's why [X]"
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- "The uncomfortable truth is"
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- "It turns out"
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- "The real [X] is"
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- "Let me be clear"
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- "The truth is,"
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- "I'll say it again:"
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- "I'm going to be honest"
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- "Can we talk about"
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- "Here's what I find interesting"
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- "Here's the problem though"
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Any "here's what/this/that" construction is throat-clearing before the point. Cut it and state the point.
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## Emphasis Crutches
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These add no meaning. Delete them.
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- "Full stop." / "Period."
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- "Let that sink in."
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- "This matters because"
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- "Make no mistake"
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- "Here's why that matters"
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## Business Jargon
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Replace with plain language.
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| Avoid | Use instead |
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|-------|-------------|
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| Navigate (challenges) | Handle, address |
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| Unpack (analysis) | Explain, examine |
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| Lean into | Accept, embrace |
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| Landscape (context) | Situation, field |
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| Game-changer | Significant, important |
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| Double down | Commit, increase |
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| Deep dive | Analysis, examination |
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| Take a step back | Reconsider |
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| Moving forward | Next, from now |
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| Circle back | Return to, revisit |
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| On the same page | Aligned, agreed |
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## Adverbs
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Kill all adverbs. No -ly words. No softeners, no intensifiers, no hedges.
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Specific offenders:
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- "really"
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- "just"
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- "literally"
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- "genuinely"
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- "honestly"
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- "simply"
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- "actually"
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- "deeply"
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- "truly"
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- "fundamentally"
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- "inherently"
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- "inevitably"
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- "interestingly"
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- "importantly"
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- "crucially"
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Also cut these filler phrases:
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- "At its core"
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- "In today's [X]"
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- "It's worth noting"
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- "At the end of the day"
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- "When it comes to"
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- "In a world where"
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- "The reality is"
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## Meta-Commentary
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Remove self-referential asides. The essay should move, not announce its own structure.
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- "Hint:"
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- "Plot twist:" / "Spoiler:"
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- "You already know this, but"
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- "But that's another post"
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- "X is a feature, not a bug"
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- "Dressed up as"
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- "The rest of this essay explains..."
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- "Let me walk you through..."
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- "In this section, we'll..."
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- "As we'll see..."
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- "I want to explore..."
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## Performative Emphasis
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False intimacy or manufactured sincerity:
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- "creeps in"
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- "I promise"
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- "They exist, I promise"
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## Telling Instead of Showing
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Announcing difficulty or significance rather than demonstrating it:
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- "This is genuinely hard"
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- "This is what leadership actually looks like"
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- "This is what X actually looks like"
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- "actually matters"
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## Vague Declaratives
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Sentences that announce importance without naming the specific thing. Kill these.
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- "The reasons are structural"
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- "The implications are significant"
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- "This is the deepest problem"
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- "The stakes are high"
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- "The consequences are real"
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If a sentence says something is important/deep/structural without showing the specific thing, cut it or replace it with the specific thing.
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# Structures to Avoid
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## Binary Contrasts
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These create false drama. State the point directly.
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| Pattern | Problem |
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|---------|---------|
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| "Not because X. Because Y." / "Not because X, but because Y." | Telegraphed reversal |
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| "[X] isn't the problem. [Y] is." | Formulaic reframe |
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| "The answer isn't X. It's Y." | Predictable pivot |
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| "It feels like X. It's actually Y." | Setup/reveal cliche |
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| "The question isn't X. It's Y." | Rhetorical misdirection |
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| "Not X. But Y." / "not X, it's Y" / "isn't X, it's Y" | Mechanical contrast |
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| "It's not this. It's that." | Same formula, different words |
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| "stops being X and starts being Y" | False transformation arc |
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| "doesn't mean X, but actually Y" | Negation-then-assertion crutch |
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| "is about X but not Y" | False distinction |
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| "not just X but also Y" | Additive hedge |
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**Instead:** State Y directly. "The problem is Y." "Y matters here." Drop the negation entirely.
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## Negative Listing
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Listing what something is *not* before revealing what it *is*. A rhetorical striptease.
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| Pattern | Problem |
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|---------|---------|
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| "Not a X... Not a Y... A Z." | Dramatic buildup through negation |
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| "It wasn't X. It wasn't Y. It was Z." | Same structure, past tense |
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**Instead:** State Z. The reader doesn't need the runway.
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## Dramatic Fragmentation
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Sentence fragments for emphasis read as manufactured profundity.
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| Pattern | Problem |
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|---------|---------|
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| "[Noun]. That's it. That's the [thing]." | Performative simplicity |
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| "X. And Y. And Z." | Staccato drama |
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| "This unlocks something. [Word]." | Artificial revelation |
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**Instead:** Complete sentences. Trust content over presentation.
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## Rhetorical Setups
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These announce insight rather than deliver it.
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| Pattern | Problem |
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|---------|---------|
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| "What if [reframe]?" | Socratic posturing |
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| "Here's what I mean:" | Redundant preview |
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| "Think about it:" | Condescending prompt |
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| "And that's okay." | Unnecessary permission |
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**Instead:** Make the point. Let readers draw conclusions.
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## Formulaic Constructions
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| Pattern | Problem |
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|---------|---------|
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| "By the time X, I was Y." | Narrative template |
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| "X that isn't Y" | Indirect. Say "X is broken" |
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## False Agency
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Giving inanimate things human verbs. Complaints don't "become" fixes. Bets don't "live or die." Decisions don't "emerge." A person does something to make those things happen. AI loves this because it avoids naming the actor.
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| Pattern | Problem |
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|---------|---------|
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| "a complaint becomes a fix" | The complaint did nothing. Someone fixed it. |
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| "a bet lives or dies in days" | Bets don't have lifespans. Someone kills the project or ships it. |
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| "the decision emerges" | Decisions don't emerge. Someone decides. |
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| "the culture shifts" | Cultures don't shift on their own. People change behavior. |
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| "the conversation moves toward" | Conversations don't move. Someone steers. |
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| "the data tells us" | Data sits there. Someone reads it and draws a conclusion. |
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| "the market rewards" | Markets don't reward. Buyers pay for things. |
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**Instead:** Name the human. "The team fixed it that week" beats "the complaint becomes a fix." If no specific person fits, use "you" to put the reader in the seat.
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## Narrator-from-a-Distance
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Floating above the scene instead of putting the reader in it.
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| Pattern | Problem |
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|---------|---------|
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| "Nobody designed this." | Disembodied observation |
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| "This happens because..." | Lecturer voice |
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| "This is why..." | Same |
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| "People tend to..." | Armchair sociologist |
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**Instead:** Put the reader in the room. "You don't sit down one day and decide to..." beats "Nobody designed this."
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## Passive Voice
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Every sentence needs a subject doing something. Passive voice hides the actor and drains energy.
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| Pattern | Fix |
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|---------|-----|
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| "X was created" | Name who created it |
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| "It is believed that" | Name who believes it |
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| "Mistakes were made" | Name who made them |
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| "The decision was reached" | Name who decided |
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**Instead:** Find the actor. Put them at the front of the sentence.
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## Sentence Starters to Avoid
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| Pattern | Fix |
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|---------|-----|
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| Sentences starting with What, When, Where, Which, Who, Why, How | Restructure. Lead with the subject or the verb. |
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| Paragraphs starting with "So" | Start with content |
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| Sentences starting with "Look," | Remove |
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Wh- openers become a crutch. "What makes this hard is..." becomes "The constraint is..." or better, name the specific constraint.
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## Rhythm Patterns
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| Pattern | Fix |
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|---------|-----|
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| Three-item lists | Use two items or one |
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| Questions answered immediately | Let questions breathe or cut them |
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| Every paragraph ends punchily | Vary endings |
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| Em-dashes | Remove. Use commas or periods. No em dashes at all. |
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| Staccato fragmentation | Don't stack short punchy sentences |
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| "Not always. Not perfectly." | Hedging disguised as reassurance |
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## Word Patterns
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| Pattern | Problem |
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|---------|---------|
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| Lazy extremes (every, always, never, everyone, everybody, nobody) | False authority. Use specifics instead of sweeping claims. |
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| All adverbs (-ly words, "really," "just," "literally," "genuinely," "honestly," "simply," "actually") | Empty emphasis. See phrases.md for full list. |
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