►
From YouTube: Tone of Voice Review Session
Description
Erica and Ash discuss the first draft of GitLab's official Tone of Voice.
A
A
B
Okay,
can
you
see
everything
I
can
okay
cool
so
just
to
start
off.
This
is
what
we're
calling
for
the
tone
of
voice
seat
at
the
table
working
title.
We
can
change
it
if
you
are
not
into
it.
I
like
the
idea
of
the
acronym
being
sat
because
it
just
kind
of
works
really
well
with
the
spectrum
that
you'll
see
below
so
just
to
kind
of
this
is
the
narrative
there's
a
room
with
the
table
where
all
the
decisions
happen.
B
B
So
I
feel
like
this
here
kind
of
works
for
a
couple
of
reasons,
with
git
lab
what
I
really
like
about
git
lab
and
I
think
what
everybody
likes
is
the
open,
transparent
culture
and
really
making
an
inclusive
work
environment
that
doesn't
thrive
on
ego
or
you
know
the
hierarchy
that
normal
businesses
have.
So
I
feel
like
by
inviting
people
to
the
table
with
our
tone
of
voice,
we're
empowering
them
and
making
them
feel
like
the
business
and
the
product
is
something
that
they
can
be
a
part
of.
B
So
with
this,
I'm
proposing
a
relaxed,
straightforward
tone
of
voice,
that's
oddly
familiar
authentically
empathetic
and
reflect
refreshingly
forthcoming
and
you'll,
see
with
the
traits
that
I've
included,
which
are
basically
riffs
on
some
of
the
notes
that
you
provided
with
those
traits.
I
just
expanded
a
little
bit
on
those,
but
this
is
getting
into
what
becky
had
mentioned
about
in
the
slide
with
the
life
cycle.
B
So
this
is
the
initial
introduction
of
that
life
cycle,
and
then
it
goes
later
into
breaking
that
down
based
on
the
actual
content
journey,
so
we
have
standing
seated
and
at
the
table,
so
these
little
quotes
that
you'll
see
here
at
the
bottom.
This
isn't
actually
an
example
of
necessarily
what
we
would
ever
say.
B
B
B
B
So
looking
at
the
credit
values
for
get
lab,
this
is
basically
how
we're
gonna
bring
the
tone
of
voice
and
alignment
with
these
different
values
so
for
collaboration,
we're
inviting
success
by
putting
the
dev
at
the
center
of
the
journey,
and
this
is
part
of
what
you
provided
in
your
background
and
knows
erica
so
then
for
results.
We're
using
customer
results
to
empower
devs.
B
So
this
is
something
that
I'll
expand
on
when
we
get
to
the
specific
examples
providing
for
efficiency,
providing
accessible
resources
for
self-learning
and
I'll
actually
expand
on
this
part,
a
little
bit
in
the
foundational
stuff
below
diversity,
creating
inclusive
documentation
that
caters
to
every
learning
style,
which
I
think
is
important.
We
can
actually
create.
You
know,
potentially
paths
on
the
website
that
help
lead
people
in
these
directions.
B
There
was
something
I
was
looking
at
with,
I
don't
you
may
be
familiar
with
codeacademy
and
I
really
like
how
they
have
a
quiz
that
users
can
take
on
the
home
page.
That
kind
of
helps
them
figure
out
where
to
start-
and
I
feel
like
something
similar
could
be
done
with
the
documentation
and
kind
of
where
to
start
and
how
they
learn
best
and
pointing
them
in
the
right
direction
and
then
also
celebrating
our
devs
by
sharing
their
stories
through
our
content.
A
A
That
piece
is
something
I'd
like
to
pull
out
as
like
a
really
high
priority
when
it
comes
to
how
we
write
and
speak.
This
is.
This
is
part
of.
I
think,
the
notes
that
I
sent
you
the
like
clarity
over
cleverness,
or
something
like
that.
So
I
love
it
here.
I'm
just
wondering
if
there's
a
way
to
surface
it
even
higher
as
like.
If
there's
one
thing
you
do
it's
this
yeah,
so
I
just
wanted
to
to
highlight
that
I
love
it.
I
think
it
makes
a
lot
of
sense
there.
B
Yes-
and
I
think
I
I
yeah-
I
totally
feel
that,
because
that's
some
of
what
I've
started
to
include
here
and
also
here,
I
think
this
point
you'll
really
like
so
yes
and
then
absolutely
in
the
expanding
with
the
specific
information.
We
can
prioritize
that
for
sure
awesome.
So
this
I'm
excited
about
this.
If
you
don't
like
it
or
you
want
to
kind
of
change
directions
totally
fine.
B
So
I'm
proposing
devon
and
the
reason
is
it
kind
of
embodies
that
gender
inclusivity
and
that
way
of
writing,
so
I'm
suggesting
in
the
documentation
we
actually
write
it
like
this
so
like
meet
devon
and
then
announce
the
pronouns
they
them
and
and
then
kind
of
get
into
it
from
there.
So
devin
is
the
one
who
listens
more
than
talks,
they're,
honest
and
uncomplicated,
humble,
but
sometimes
stubborn.
Their
jokes
are
subtle,
but
never
at
the
expense
of
others.
B
Devon's
passion,
I'm
passionate
about
inclusivity
and
amplifies
unheard
voices
over
their
own
devon's,
hard-working
but
values
free
time,
they're
interested
in
life
hacks
and
using
data
to
improve
their
habits,
they're,
always
learning
and
openly
sharing
what
they
know
without
knowing
it
all
devon
is
an
early
adopter
who
appreciates
function
and
isn't
necessarily
into
flashy
tech.
They
have
an
analytical
mind
and
respect
facts.
More
than
feelings.
B
Devon
is
measured
in
their
decisions,
thoroughly
researching
every
major
purchase.
They
were
the
first
one
to
invest
in
cryptocurrency
and
while
they
built
a
sizable
portfolio,
they
still
wear
the
same
five
shirts.
So
this
is
actually
you
know,
just
browsing
through
twitter
and
the
followers
looking
at
the
bios
of
people
and
kind
of
how
they
interact
on
social.
B
So
I
just
feel
like
these
qualities
are
something
that
I've
recognized
in
the
target
audience
of
get
lab,
and
I've
included
these
really
specific
details
with
like
the
cryptocurrency
and
things
like
that,
because
not
only
is
that
something
that
I
noticed
in
some
of
the
followers,
but
I
feel
like.
It
also
really
shows
how
humble
this
kind
of
tone
of
voice
can
be,
and
so
yeah
that's
the
reasoning
behind
there
and
if
you
have
any
thoughts
on
that,
let
me
know
and
I'll
take
notes
here.
A
I
love
this.
I
think
it's
when
we're
talking
about
toronto.
It's
super
important
to
humanize
that
because
to
some
people,
if
they
can't
latch
onto
anything
else
here,
they'll
latch
on
to
this-
and
I
also
you
know
the
the
humble
but
sometimes
stubborn-
is
something
that
I'm
stuck
on,
because
I
like
it
because
in
order
to
personify
or
humanize
something
like
we
have
to
have
some
flaws
too
right,
I
think
yeah
I
mean.
A
I
think
this
is
an
area
I'll
probably
sit
on
for
the
rest
of
the
day
and
just
leave
some
comments.
But
overall
I
really
like
where
you're
taking
this
and
it
you
know
doing
the
kind
of
gender
neutral
person
and
they
then
pronouns
it
just
embodies
and
encompasses.
I
think
a
lot
of
our
values
that
gitlab,
so
I
love
it
I'll
I'll,
keep
reading
through
it
and
leave
some
comments
too
in
the
next
24
hours.
If
there's
any
areas
or
and
like
can
we
expand
on
this?
A
little
better
include
this.
B
Yeah,
and
maybe
even
with
the
word
stubborn,
which
can
sometimes
have
a
negative
connotation,
maybe
un
compromising
would
be
a
better
word
or
something
similar
to
that,
where
it's
just
showing
that,
I
think
you
know,
one
of
the
words
that
you
had
put
was
like
opinionated
or
decisive,
which
I
infused
into
some
of
the
traits.
So
that
was
what
I
was
trying
to
showcase
with
that,
but
I
definitely
see
too
how
that
can
be
a
word.
That
kind
of
turns
people
off
sometimes-
and
I
want
this
to
mostly
be
a
positive
human.
A
I
think
a
sentence
after
it
maybe
contextualizing
it
might
help,
but
I,
like
the
word
stubborn
because
we
are
talking
about
gitlab
like
this
is
gitlab's
point
of
voice
and
gitlab
is
stubborn.
We
are
opinionated,
there
are
things
like
we
release
every
month
on,
oh
my
gosh.
How
am
I
going
to
forget
it?
The
20th
without
fail.
A
B
All
right,
so
this
is
probably
one
of
my
favorite
parts.
It's
taking
the
traits
that
I'm
going
to
show
here
in
the
life
cycle,
and
this
might
mean
that
I
actually
might
flip-flop
these
sections,
because
I
haven't
really
introduced
the
traits,
yet
I'm
just
realizing.
So
these
are
the
traits
that
I'm
proposing.
Let
me
just
knowing
this.
Let
me
scroll
down
here
first,
so
this
is
what
that
key
had
included
in
the
life
cycle.
B
So
looking
back
at
the
tonal
spectrum
we
have
fan
exceeded
and
at
the
table,
basically
I've
taken
the
words
that
you
had
introduced
before
I
tweaked
them
just
a
little
bit
because
I
wanted
to
show
instead
of
just
saying
you
know
friendly,
I
tried
to
think
of
what
are
the
exact
traits
that
would
embody.
You
know
this
type
of
quality
same
with
trustworthy.
If
you
say
trustworthy,
that
could
mean
so
many
things.
B
So
I
wanted
to
say,
like
this
plus
this
plus
list
equals
this,
and
so
that's
where
I'm
coming
from
with
like
knowledgeable,
relatable,
honest
practical,
some
of
the
ones
that
I
wanted
to
call
out
are
clever
and
again
decisive,
which
kind
of
brings
up
that
stubborn
aspect
and
aspirational
and
I'll
expand
on
those
a
little
bit
more
above
and
below
this.
But
I'll
come
back
to
this
when.
A
B
Okay,
exactly
yeah,
and
if
there's
a
way
that
I
could
make
that
more
clear,
just
let
me
know,
but
this
was
kind
of
what
becky
had
she
had
it
with
the
light
gray.
So
I
was
just
kind
of
riffing
on
that
and
yeah
it's
just
kind
of
including
all
of
those
across
the
board,
but
building
on
them
as
you
go
through
the
life
cycle
and
then
so
when
we're
looking
at
humanizing
the
tone
of
voice,
here's
where
we're
matching
the
traits
to
devin
and
then
some
other
dev.
B
So
now
you
can
kind
of
see.
Devin
is
written
that
way
not
just
to
be
gender
neutral,
but
also
devin
the
developer.
So
we
have
knowledgeable
seven
trades,
fun
facts
where
some
other
dev
interrupts
with
superfluous
insights.
Oh,
I
think
we
all
know
that
person
relatable
devon
finds
common
ground,
whereas
the
other
dev
finds
higher
ground.
B
Trust
you
more
over
time
because
you're
setting
that
expectation
from
the
start,
so
that
they're
not
getting
the
software
and
getting
on
there
and
just
so
confused-
and
this
is
not
what
I
signed
up
for
type
of
thing.
Practical
devin
creates
a
to-do
list.
Some
other
dev
creates
a
to-do
list.
So
that's
like
a
more
negative
person.
This
is
like
a
more
positive,
and
how
can
we
solve
this
problem?
B
Devin
is
aspirational
they're
a
daydreamer,
whereas
some
other
dove
is
a
dream.
Crusher
always
looking
for
ways
to
not
do
something
or
so
devon
is
decisive.
They
thoughtfully
consider
something
versus
some
other
does
impulsively
respond
and
then
clever.
This
is
part
of
like
where
I
was
saying:
let's
call
out
that,
because
that's
something
a
little,
not
quite
quirky,
isn't
the
word
I
want
to
use,
but
something
where
we're
infusing
a
little
bit
more
personality.
So
devin
is
low-key,
funny
and
thoughtful,
whereas
some
other
dev
is
high,
key
sarcastic
and
pretentious.
B
B
I
just
want
to
get
your
alignment
on
all
of
this
so
again.
Looking
at
this
now,
you
can
kind
of
understand
a
little
bit
more
where
these
are
coming
from,
and
here's
where
this
is
like
the
traditional
do
this
not
that
that
you'll
see
with
the
tone
of
voice,
but
I
really
liked
instead
saying
we
embrace
versus
we
reject,
because
it
feels
like
that,
like
thought,
leader,
innovator
type
mindset,
so
we
embrace
guided
exploration
of
the
way
of
learning.
We
reject
prescriptive
information.
That
sounds
good,
but
has
little
substance.
B
We
embrace
the
challenges
of
each
dev
as
if
they
were
our
own.
We
reject,
assuming
that
we've
absolutely
solved
these
challenges
with
our
product.
So
I
think
that's
really
important.
It
comes
back
to
like
the
truthfulness
versus
lying
by
omission
and
and
the
spirit
of
always
learning
so
we're
learning
from
the
developers
we're
iterating
we're.
You
know
continuing
to
kind
of
grow.
B
B
This
is
the
spirit
of
transparency,
is
being
as
upfront
as
possible
throughout
the
journey,
never
holding
back
and
saying
you're
going
to
really
love
this
once
it
comes
out
and
not
really
providing
much
information
on
what
this
is
or
is
really
keeping
them
updated
along
the
way
we
embrace
actionable
resources
for
innovation
that
feature
clear
steps
and
working
examples.
We
reject
publishing
vague
unorganized
ideas
that
frustrate
and
confuse,
and
so
these
are
all
what
you
see
here
with
gray.
B
I
need
to
still
fill
out
these
examples,
but
the
the
ones
above
are
actually
all
based
on
the
tone
of
voice
traits,
so
it's
another
way
of
kind
of
expanding
on
those
a
little
bit
more.
So
this
is
where
I'm
at
so
far
with
all
the
foundational
stuff
and
now
here's
where
we
get
into
the
rest
of
this.
So
I
have
this
to-do
list
for
next
steps,
so
adding
a
section
of
specific
examples
of
the
life
cycle
copy.
So
looking
at
you
know
what
it
would
look
like
through
all
of
these.
B
This
is
one
thing
that
I
wanted
to
touch
base
on,
specifically
because
I
don't
want
to
step
on
anybody's
toes
if
I'm
like,
writing
a
tone
of
voice,
for
you
know
social
copy
or
for
like
a
quick
blurb
and
a
blog
or
anything
like
that.
So
if
there's
something
specifically
that
you'd
like
me
to
focus
on
otherwise,
I
can
provide
specific
examples
for
any
of
those
things.
A
I
think
it
would
probably
be
helpful
to
use
an
example
for
kind
of
like
each
type
like
you're
talking
about.
I
know
that
social
pulled
together
a
lot
of
what
they've
already
done.
I
think
like
for
this,
it's
totally
okay
to
find
existing
stuff
that
we
really
like,
and
I
can
look
into
like
our
demand
and
assets
and
blogs
and
pull
some
stuff
out
for
you
to
look
at
so
that
would
be
my
suggestion
here
is
like
if
we
can
find
stuff
that
already
exists,
that
we
feel
like
embodies
this.
B
A
So
let's
try
to
repurpose
here
and
adapt
if
needed,
but
I
think
yes
to
having
an
example
kind
of
like
per
thing.
We
might
do
because
that's
something
that
people
like
I
could
see.
That
being
is
the
most
used
piece
of
this.
It's
like
okay,
I've
like
read
through
it,
but
now
I
need
to
go
write
something
and
every
time
I
need
to
go,
write
something.
I
go
reference
these
examples
just
to
like
remind
myself
so
100,
yes
to
including
it.
B
Okay,
and
and
with
that,
I
also
thought
it
would
be
cool
to
include
a
branded
word
bank.
So
a
lot
of
tone
of
voice
guides
will
have
like
say
this.
Don't
say
that
and
so
a
list
of
words
not
to
use
like.
Maybe
I
I
frequently
see
for
like
tech
companies
don't
use
like
cutting
edge
or
like
these
empty
kind
of
overly
branded
words.
Software.
A
A
B
Okay,
so
that
was
the
idea
there
and
then
aligning
some
of
this
stuff
with
the
buyer's
journey
that
you
had
created.
So
looking
at
specific
examples
of
you
know
how
we
can
drive
action,
reinforce
the
decision
so
like
all
of
these
things,
with
little
blurbs
that
kind
of
align
with
this
tone
of
voice
and
then
the
narrative
section.
B
This
is
something
that
is
like
a
nerdy
passion
of
mine,
and
I
think
we
could
make
it
really
cool.
So
this
think
of
the
narrative
section,
as
kind
of
like
a
mission
statement
but
more
specific
to
the
tone
of
voice,
and
I
think
it
would
be
really
fun
to
frame
it,
as
you
know
how
to
explain
git
lab-
and
this
is
something
that
is
in
the
style
guide.
Currently
they
have
like.
You
know
how
to
explain.
Git
lab
in
this
many
words
and
this
many
words
in
this
many
words.
B
A
I
love
it.
I
think
this
is
great
with
the
narrative
section,
so
I'm
going
to
share
this
video
in
the
issue
and
in
some
channels,
too
we're
kind
of
working
side
by
side
with
corporate
marketing
on
a
messaging
guide.
So
I
think,
when
you
said
style
guide,
you
were
actually
referring
to
our
product.
Marketing
messaging,
where
it's
like
gitlab
is
a
complete
devops
platform
delivered
as
a
single
application.
A
One
sentence
media
message,
long
message,
so
we're
taking
that
and
like
adapting
it
for
like
a
top
of
funnel
corporate
message,
so
I
would
say-
and
I'm
making
an
assumption,
that
the
bullets
that
are
listed
in
the
to-do
section
you're
gonna
go
through
like
top
to
bottom.
I
love
this.
I
think
it
would
be
a
great
way
to
sum
up
the
tone
of
voice,
just
like
you
said
I
just
want
to
float
this
by
the
team
and
make
sure
that
we're
not
duplicating
efforts
here.
A
B
Okay,
for
you,
yeah,
and
my
thinking
with
this
specifically,
and
why
I
feel
like
it's
so
fun
for
git
lab
is
get
lab,
is
so
like
work-life
balance
focused,
and
I
like
the
idea
of
including
these
people
who
are
in
your
life
and
and
finding
ways
to
explain
your
work
to
them
and
and
showing
like
who
you
are
as
part
of
this
and
and
who
you
are
as
a
customer.
Who
might
be
interested
in
something
like
this.
A
A
You
yeah,
we
might,
there
might
be
one
other
one.
I
want
to
say
brendan
o'leary
who's.
A
developer
evangelist
on
our
team
may
have
written
an
adapted
version
too,
so
there
might
be
two
but
I'll.
Look
into
that.
I
know
there's
for
sure
one
for
you
to
reference
and
it'll
actually
be
interesting
to
look
at
because
that
was
written
before
get
lab.
The
product
was
as
like,
robust
as
it
is,
but
I
think
it
still
holds
true.
B
A
That's
great,
but
I
think
this
is
great.
I
think
you've
done
a
really
awesome
job
capturing,
like
the
notes
that
I
gave
you
the
notes
that
social
and
the
corporate
team
gave
you
and
you
know
really
making
it
concise
and
come
to
life
come
to
life
too.
Sorry,
I'm
on
a
one
cup
of
coffee
a
day.
Okay,
and
it's
not
working
very
well.