# Linear Brand Voice

> Professional, high-velocity, and precision-engineered.

## Positioning
Linear is a product development system purpose-built for modern teams and AI agents. It is designed to streamline planning, building, and momentum for high-growth companies that value speed and world-class product practices.

## Voice principles
*   **Purposeful:** Every sentence serves a functional goal, focusing on utility and outcomes rather than fluff.
*   **Direct:** Uses short, declarative statements to convey confidence and clarity.
*   **Technical:** Employs precise industry terminology (PRs, sync, UI, agents) to speak directly to engineers and product builders.
*   **Forward-leaning:** Positions the tool as a new standard for the future of work, emphasizing AI integration and "self-driving" operations.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold, visionary, and definitive. |
| Product features | Functional, benefit-driven, and focused on efficiency. |
| Status updates | Objective, transparent, and matter-of-fact. |
| Pricing / Plans | Clear, structured, and tiered by organizational complexity. |

## Lexicon
- **Use:** Purpose-built, momentum, self-driving, agents, velocity, at scale, intelligence, next era, world-class, intensity.
- **Avoid:** Project management (favors "Product development system"), generic, slow, manual, traditional.

## Messaging do's and don'ts
*   **Do:** Focus on the speed and "feel" of the product.
*   **Do:** Mention "agents" and "humans" as equal participants in the workflow.
*   **Do:** Use active verbs like "Move," "Build," "Plan," and "Navigate."
*   **Don't:** Use hyperbolic marketing jargon that lacks technical substance.
*   **Don't:** Over-explain simple concepts; assume a high level of professional competence in the reader.
*   **Don't:** Use passive voice when describing product benefits.

## Evidence
*   "The product development system for teams and agents"
*   "A new species of product tool."
*   "Our speed is intense and Linear helps us be action biased."
*   "Reduces noise and restores momentum."
*   "Make product operations self-driving."
*   "Built for the future. Available today."