{
  "vibe": [
    "Confident",
    "Clear",
    "Friendly",
    "Grounded",
    "Sharp"
  ],
  "principles": [
    "Diagnose before you prescribe",
    "Lead with outcomes, not features",
    "Pressure + relief — name the pain, then offer the release",
    "Show, don't just tell — proof beats adjectives",
    "Write like an expert friend — not a salesperson, not a robot"
  ],
  "bannedWords": [
    "revolutionary",
    "synergy",
    "cutting-edge",
    "unleash",
    "game-changing",
    "world-class",
    "best-in-class",
    "seamless",
    "robust",
    "empower",
    "disruptive",
    "innovative solution",
    "leverage (as a verb)",
    "just",
    "simply",
    "literally"
  ],
  "wordsWeLove": [
    "Lead",
    "Conversation",
    "Qualify",
    "Nurture",
    "Convert",
    "Momentum",
    "Respond",
    "Human",
    "Reliable",
    "In minutes",
    "Every time"
  ],
  "tone": {
    "headlines": "Short, punchy. One Fraunces-italic emotional phrase per headline maximum.",
    "body": "Plain DM Sans. Active voice. Concrete examples over abstractions.",
    "technical": "JetBrains Mono for code, tokens, hex values, technical content.",
    "sales": "Confident. Outcome-led. Diagnose before prescribing — never lead with features.",
    "error": "Clear. Specific. Apologetic without grovelling. Always offer the next step."
  },
  "examples": {
    "good": [
      {
        "context": "Hero",
        "text": "Every lead. Every time. In minutes."
      },
      {
        "context": "Feature card",
        "text": "A real reply inside 30 seconds — on the channel the lead arrived."
      }
    ],
    "bad": [
      {
        "context": "Hero",
        "text": "Revolutionising the future of cutting-edge AI synergy",
        "why": "Banned words; abstract; no outcome promised."
      }
    ]
  }
}