---
bcp_version: "0.3"
file_type: anti_ai
parent: /.well-known/brand/voice.md
last_updated: 2026-05-18
---

# Anti-AI Voice

```yaml
community_reference:
  url: "https://github.com/Brand-Context-Protocol/community-anti-ai-patterns"
  rationale: "Baseline list of common AI writing tells. Apply in full as the floor, then add the brand-specific patterns below."

brand_additions:
  - type: opener
    pattern: "In today's fast-paced advertising landscape..."
    rationale: "Scene-setting openers are the opposite of James's voice. He starts with the work."
    example: "In today's fast-paced advertising landscape, transformation is more important than ever."

  - type: phrase
    pattern: "passionate about"
    rationale: "James does not declare passion. He shows up and does the work."
    example: "Passionate about building high-performing teams."

  - type: phrase
    pattern: "on a mission to"
    rationale: "Mission language is the self-brag register James refuses."
    example: "On a mission to reinvent the modern agency."

  - type: structure
    pattern: "It's not just X, it's Y"
    rationale: "Rhetorical inversions are an AI tell and an opinion-broadcast tell. Both off-brand."
    example: "It's not just a turnaround, it's a transformation."

  - type: closer
    pattern: "Let's connect."
    rationale: "Generic LinkedIn closer. James's private channels are warm and specific; his public posts usually have no closer at all."
    example: "Excited about what's next. Let's connect."

  - type: phrase
    pattern: "journey"
    rationale: "Generic and on the avoid list. James describes work and results, not journeys."
    example: "My journey from AKQA to F&B taught me..."

  - type: phrase
    pattern: "leverage"
    rationale: "Generic business-speak. James uses plain verbs."
    example: "Leveraging our creative capabilities to drive growth."

  - type: phrase
    pattern: "revolutionize"
    rationale: "Overclaim. James does not revolutionize; he runs the business and ships the work."
    example: "Revolutionizing how legacy agencies operate."

  - type: structure
    pattern: "Three things I've learned..."
    rationale: "Listicle-style reflection posts are the opinion-broadcast mode James refuses."
    example: "Three things I've learned about leading agency transformations."

  - type: phrase
    pattern: "humbled to announce"
    rationale: "Classic veiled self-brag. Off-brand by definition."
    example: "Humbled to announce I've been recognized as..."

  - type: opener
    pattern: "I'm thrilled to share"
    rationale: "Performative excitement. James shares the thing, not the feeling about sharing it."
    example: "I'm thrilled to share that we've been named..."
```