# Cognition Brand Voice

> Authoritative, technical, and matter-of-fact.

## Positioning
Cognition is an applied AI lab building Devin, an autonomous software engineer designed to expand human capacity. It serves engineers and large-scale institutions by automating the end-to-end software development lifecycle.

## Voice principles
*   **Declarative:** Uses present-tense verbs to describe capabilities as current realities rather than future promises.
*   **Technical:** Employs precise engineering language (plans, writes, tests, ships) without unnecessary hype or fluff.
*   **Ambitious:** Frames the work as a fundamental shift in computing history and a solution to the hardest problems in AI.
*   **Pragmatic:** Focuses on utility and economic value, emphasizing that AI must earn its keep through measurable productivity.

## Tone by context
| Context | Tone |
|---|---|
| Product Announcements | Direct and news-oriented: focuses on versions, integrations, and availability. |
| Research & Blog | Analytical and rigorous: uses data-driven titles and formal phrasing. |
| Legal/Policy | Standardized and professional: clear, dry, and compliant. |
| Error States | Functional and literal: identifies the specific failure without personality or humor. |

## Lexicon
- **Use:** Autonomous, expand human capacity, exponential collaborator, production code, shift in computing, earn its keep, interdisciplinary makers.
- **Avoid:** Not evident from captured copy (though the copy avoids "assistant," "chatbot," or "magic").

## Messaging do's and don'ts
*   **Do:** Use active verbs to describe Devin's autonomy (Devin plans, Devin ships).
*   **Do:** Position the human as an "architect" or "strategist" while the AI handles "repetitive engineering work."
*   **Do:** Emphasize that the technology works within existing tools and codebases.
*   **Don't:** Use flowery or metaphorical language; keep the focus on software creation and productivity.
*   **Don't:** Suggest that the technology is a replacement for meaningful work; frame it as an expansion of capacity.

## Evidence
*   "Cognition operates Devin, the first autonomous software engineer."
*   "Devin plans, writes, tests, and ships production code on its own."
*   "AI should earn its keep: Introducing the AI Productivity Guarantee."
*   "We're defining the biggest shift in computing since the invention of software."
*   "Devin can't find the page you're looking for."