# 100xengineers Brand Voice

> High-velocity, community-driven, and intensely focused on practical application over theory.

## Positioning
100xengineers is an elite training cohort for professionals looking to master Applied Generative AI. It bridges the gap between following AI trends and actually shipping real-world products and agents.

## Voice principles
- **Action-Oriented:** Focuses on shipping and building rather than just learning. Uses active verbs like "Build," "Ship," and "Create."
- **Urgent:** Emphasizes the rapid pace of the AI industry. Uses short sentences to mirror the speed of the market.
- **Community-Centric:** Uses inclusive, peer-to-peer language. It sounds like a builder talking to another builder, not a professor lecturing a student.
- **Outcome-Focused:** Prioritizes tangible results such as MVPs, new roles at top companies, and reduced time-to-market.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, uppercase, and demanding of attention. |
| Community Updates | Informal, encouraging, and punctuated with emojis. |
| Program Details | Structured and professional, emphasizing the "Tailored" nature of the curriculum. |
| Testimonials | Proud and specific, highlighting speed (e.g., "72 hours") and career wins. |

## Lexicon
- **Use:** AppliedGenAI, Ship, MVP, Prototype, AI Agent, Build, Cohort, Masterclass, "Folks," "Anyone willing to test?"
- **Avoid:** Academic, theoretical, slow, "Traditional education," "Wait and see."

## Messaging do's and don'ts
- **Do:** Use emojis (🚀, ⭐️, 🥳) to signal momentum and success.
- **Do:** Mention specific timelines (6-month, 72 hours, 3 years).
- **Do:** Frame AI as a tool for building "Real Apps" rather than just a curiosity.
- **Don't:** Use passive voice; the user should always be the one "building" or "making progress."
- **Don't:** Use overly formal corporate jargon; keep the "Hey all!" community vibe.

## Evidence
- "LEARN APPLIEDGENAI AND BUILD REAL APPS" (Action-oriented/Bold)
- "Made an MVP in 72 hours" (Speed/Outcome)
- "You follow every AI launch. Bookmark every thread. Watch every demo." (Urgency/Market pace)
- "Let's Create a proper problem statement together as well folks!!" (Community-centric)
- "Just got a new role at Linkedin!! 🥳" (Outcome-focused/Informal)