# Hindsight Software Brand Voice

> Practical, human, and efficiency-driven with a focus on solving real-world agile frustrations.

## Positioning
Hindsight provides BDD (Behavior Driven Development) tooling and agile coaching for software development teams. It positions itself as a solution built by practitioners to help teams save time, eliminate rework, and bridge the communication gap between business and engineering.

## Voice principles
*   **Empathetic:** Acknowledges the specific pains of agile development (rework, misunderstood requirements) because the founders have lived them.
*   **Unpretentious:** Uses plain English and personal anecdotes (cake decorating, chicken wings) to show there are real people behind the software.
*   **Efficient:** Focuses on speed and ease of use, using active verbs to describe how the software performs tasks for the user.
*   **Transparent:** Provides clear, simple pricing and uptime data without hidden tiers or complex "enterprise" gatekeeping.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Direct and benefit-led. Focuses on saving time and empowering teams. |
| Team / About Us | Personable and informal. Uses "At home" and "At team lunch" prompts to build rapport. |
| Product Features | Technical but helpful. Uses "intelligent" and "automatic" to describe functionality. |
| Pricing | Straightforward and fair. Emphasizes "one plan" and "all features included." |
| Support | Welcoming and conversational. Invites users to "start a conversation" rather than just "open a ticket." |

## Lexicon
- **Use:** Empower, streamline, bridge the gap, intelligently, easy installation, get up and running, save time, rework, misunderstood requirements.
- **Avoid:** Synergize, paradigm shift, cutting-edge (prefers "innovative" or "proven"), complex corporate jargon.

## Messaging do's and don'ts
*   **Do:** Mention the specific benefits of BDD, like eliminating the phrase "That's not what I wanted."
*   **Do:** Highlight the "small company" status as a badge of agility and personal service.
*   **Do:** Use social proof from real users at recognizable companies (Zipit, Dunelm).
*   **Don't:** Use overly formal business speak; keep the "human" element visible in the copy.
*   **Don't:** Hide pricing or make the installation process sound like a heavy lift.
*   **Don't:** Forget to mention the social mission (Pledge 1%) as it is a core part of the brand identity.

## Evidence
- "Helping agile teams save time on software development"
- "Eliminate the phrase 'That’s not what I wanted' frequently heard in sprint demonstrations."
- "I’m a fan of roulette chicken wings..."
- "Just one plan with all features included"
- "Behave Pro intelligently switches..."
- "We are still a small company... but this doesn't mean we can't start giving back."