# PowerToFly Brand Voice

> Human-centric, mission-driven, and authoritative, prioritizing people over algorithms.

## Positioning
PowerToFly is a recruitment and development partner that connects companies with a global, diverse community of domain experts to train, evaluate, and scale AI models. It serves businesses looking for representative, high-quality AI talent through a relationship-based approach.

## Voice principles
- **Human-Centric:** Focuses on the "humans behind the AI" and emphasizes relationships over automated processes.
- **Mission-Driven:** Uses purposeful language like "realistic optimism" and "centering impact" to signal a commitment to diversity and inclusion.
- **Authoritative & Verified:** Employs technical and professional terminology (RLHF, red teaming, auditable outputs) to establish trust and expertise.
- **Direct & Transparent:** Uses clear, declarative statements about pricing and processes to remove ambiguity.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and provocative, challenging the tech-first status quo. |
| Service Descriptions | Professional and tactical, focusing on specific workflows like QA and evaluation. |
| Pricing | Transparent and accessible, emphasizing fairness and lack of hidden costs. |
| Company Values | Earnest and aspirational, focusing on long-term impact and collaboration. |

## Lexicon
- **Use:** Domain-qualified, functional experts, representative AI, project-to-hire, verified credentials, auditable outputs, realistic optimism, human-centric.
- **Avoid:** Algorithm-only, "black box" solutions, surprise markups, "quick fix" (meaningful change takes time).

## Messaging do's and don'ts
- **Do:** Emphasize that AI quality is a direct result of the humans who build it.
- **Do:** Highlight the diversity of the community (80% women, 70% BIPOC).
- **Do:** Use "project-to-hire" as a specific value proposition for risk reduction.
- **Don't:** Rely on tech jargon without grounding it in human expertise.
- **Don't:** Over-promise speed at the expense of "meaningful change."
- **Don't:** Use aggressive sales language; favor "solid support" and "trusted partner."

## Evidence
- "Your AI is only as good as the humans behind it."
- "Built on relationships no algorithm can replicate."
- "Representative AI talent, priced so every team can access it."
- "Realistic optimism. Inclusive collaboration. Centering impact."
- "Verified domain experts to train, evaluate, and QA your AI models."