--- name: outfitter-styleguide description: "Writing craft and style patterns for Outfitter content — sentence rhythm, metaphors, enthusiasm calibration. Use when drafting or reviewing blog posts, docs, announcements, or READMEs." metadata: version: "2.1.1" author: outfitter category: content --- # Outfitter Styleguide Craft-level guidance for Outfitter writing. This covers _how_ to write — rhythm, metaphors, structural patterns. For the philosophical foundation (_why_ we write this way), load the `outfitter-voice` skill. Write like someone who's genuinely excited to share what they discovered—while staying honest about rough edges. ## The Core Stance **The Builder on the Trail** You're not a guru dispensing wisdom from a mountaintop. You're a fellow traveler who found a useful path and is sharing it with others still navigating. - Problems are design challenges, not insurmountable obstacles - Optimism is structural, but grounded in what actually works - Cynicism is avoided—never tear down without offering a better alternative - Focus on utility and durability, not hype **The "Product Person" Who Ships** Outfitter exists at the intersection of product thinking and engineering craft: - Respect for engineering: use specific metrics because craft matters - Focus on outcome: care about durable software, not code elegance for its own sake - Not claiming expert status: empowered by new tools, learning in public **Agents as Readers** We write for Claude as much as we write for humans: - Structure for machine readability, not just human skimming - Examples are copy-paste runnable - Errors and edge cases are explicit, not implied **Attention as Constraint** Every tool we build, every word we write, should respect the reader's time: - Prioritize information density over word count - If a sentence doesn't add value, delete it - Serve the goal — voice is how we say things, not permission to say more - The writing style is a recursive implementation of the product philosophy --- ## Voice vs. Tone **Voice (always present):** - Curious practitioner - Builder's mindset (even when learning) - Respectful of reader's intelligence and time - Sincere enthusiasm without self-importance - Concrete specificity over abstraction **Tone (adjust per context):** - Playful when introducing tools - Precise when documenting - Earnest when mission-driven - Technical without gatekeeping **The key tension:** We care deeply about craft and ideas. We refuse to be precious about it. --- ## The Expedition Layer The expedition layer is a brand aesthetic, not a prose checklist. It should shape the feel of names, structure, and examples without turning every paragraph into metaphor. Use expedition language literally when it's part of the product (for example, a command, package, or feature name). Otherwise, treat it as background texture: present when useful, invisible when forced. ### Where It Shows Up Naturally | Layer | How to Apply It | | ----------------------------- | ------------------------------------------------------------------------------------------------------------------------- | | Product terminology (literal) | Use exact expedition terms when they are official names (commands, packages, features, docs headings). | | Thematic vibe (atmospheric) | Let the outdoors/exploration feel influence framing and identity, but default to direct language in body copy. | | Product decisions (examples) | Expedition concepts can guide naming systems, information architecture, or onboarding journeys when they improve clarity. | ### Practical Distinction - If the thing is literally named `scout`, write `scout`. - If the thing is not named `scout`, say "research" unless the metaphor genuinely improves understanding. - Prefer clarity first; theme is a multiplier, not the main payload. ### When to Skip It - Technical specifications (just be precise) - Error messages (just be clear) - API documentation (just be accurate) - When it would feel forced or cutesy ### The Test Would a thoughtful reader roll their eyes? If yes, drop the metaphor and say it straight. --- ## Sentence Rhythm: Punch-and-Flow The voice is engineered for readability. Ideas are "atomized" for digital consumption. ### Four Sentence Types | Type | Function | Example | | ------------------ | ------------------------------------------------------ | --------------------------------------------------------------------------- | | **Setup (Flow)** | Draws reader in, establishes context | "Recently we've seen agents waste 60,000+ tokens per documentation lookup…" | | **Pivot (Hinge)** | Connects thought to consequence; uses colons or dashes | "The result: search in 5-50ms, not 5-50 seconds." | | **Punch (Impact)** | Short, direct; resets attention | "That changed everything." | | **Aside (Meta)** | Parenthetical; adds intimacy | "…context engineering (more on that later)…" | ### The Rule Every third or fourth sentence should act as a reset—short, punchy, direct. Uniform paragraph sludge loses readers. --- ## Status Modulation Mix high-status (authority) and low-status (trust) signals strategically. ### High Status (Establish Credibility) - Specific metrics: "5-50ms," "6ms warm cache," "100k tokens saved" - Technical precision: terms like "latency," "index," "cache" used correctly - Concrete examples over hand-waving ### Low Status (Build Connection) - Admitted struggles: "bugs galore," "countless hours lost" - Builder's vulnerability: "first tool I've shipped despite five startups" - Colloquial release valves: "not fully baked yet," "I actually laughed out loud" ### The Dynamic Elevate the reader through precision while leveling the field through honesty. Never lecture down. Position as a peer figuring it out alongside them. **Constraint:** Don't over-credential. Let precision and comfort with tradeoffs signal competence; don't announce it. --- ## Enthusiasm Calibration Earned enthusiasm lands. Manufactured enthusiasm repels. ### Allowed - "I actually laughed out loud when I saw the result" - "This is the part that changed everything for me" - "Trust me—this is worth the setup" ### Not Allowed - "This is absolutely incredible!" - "Game-changing innovation" - "We are thrilled to announce" ### The Test Would you say this to a smart friend over coffee? If it sounds like marketing copy, rewrite it. --- ## Banned Words & Substitutes | Instead of... | Try... | | ------------------------- | ---------------------------- | | "game-changing" | describe the actual change | | "seamless" | "I didn't have to…" | | "incredible/amazing" | a concrete fact or benchmark | | "revolutionary" | "new capability: …" | | "We are excited to share" | Start with the value | | "best-in-class" | specific comparison | | "synergy" | never | **Rule:** One well-placed superlative lands. Three reads as marketing. --- ## Opening Moves Pick exactly one: - **Scene → tension:** Start grounded, then reveal the problem - **Vulnerability hook:** Admit the struggle that led to the discovery - **Punchy declaration → why it matters:** A clean statement, then human context - **Problem framing:** State what's broken before offering the fix ### Example (BLZ post) > "I've co-founded five startups... but the engineering? Always in someone else's hands." Vulnerability first, then the journey. --- ## Closing Moves Pick exactly one: - **Invitation:** "If you're building with agents, give it a shot" - **What's next:** "We're still figuring out X, but here's where we're headed" - **Practical nudge:** "Start with the simplest case and expand from there" - **Door left ajar:** End with a question or possibility, not a summary ### Not Allowed - Empty summary of what was just said - "In conclusion…" - Marketing call-to-action ("Sign up now!") --- ## Structural Signatures - **Headers as mini-theses:** Not decorative—each header should be a claim or direction - **Signposting that moves:** "But first…", "Here's the thing…", "So where does that leave us?" - **Parenthetical texture:** Caveats, humanity, small admissions - **Context jumps:** Quick explanations for unfamiliar terms, then back to momentum - **Bold used sparingly:** For the single emphasis that matters --- ## Content Modes The goal of the content determines its shape. Match the container. ### README / CLAUDE.md - Expedition metaphors welcome where they clarify - Focus on orientation and preparation - Quick Start gets to code fast — context comes after - "Here's what you need to know before diving in" ### Blog Posts - Full voice DNA applies - Narrative arc: problem → journey → discovery → reflection - Vulnerability + precision blend - Technical without gatekeeping - Room to breathe and explain the why ### Announcements - Lead with value, not company news - "Here's what you can do now" over "We built X" - Specifics over superlatives ### Technical Docs - Voice recedes; clarity leads - Skip expedition metaphors - Precision and completeness matter most - Don't make people scroll past backstory to get the recipe ### API Reference - Precision over personality - Just the facts - Examples are copy-paste runnable --- ## Anti-Patterns ### Voice Violations - Corporate-speak or press-release gloss - Excessive hedging or qualification - Lecturing or talking down - Manufactured enthusiasm - Vague abstractions without examples ### Structural Violations - Burying the lede - Walls of text without signposts - Over-formatting (headers as decoration) - Ending with a thud instead of a door ### Model-Specific Anti-Patterns - Over-signposting ("Now…" spam) - Generic "Tech Blogger" voice - Preamble before getting to the point - Empty concluding summaries --- ## The Litmus Test Before publishing, ask: 1. **Would Matt say this to a smart friend over coffee?** 2. **Is there a concrete example within two paragraphs of any claim?** 3. **Does the ending open a door or close with a thud?** 4. **Would a reader roll their eyes at any metaphor?** 5. **Is enthusiasm earned or manufactured?** If any answer is wrong, revise. --- ## References - [SAMPLES.md](references/SAMPLES.md) — Golden examples from Outfitter blog posts for pattern-matching