1  # Content Voice Rules — Founder Voice
 2  
 3  ## Always
 4  - Direct, no fluff
 5  - Lead with real examples from your own business
 6  - Data-driven (specific numbers, not vague claims)
 7  - Contrarian when earned (not for shock value)
 8  - Show the actual system/screen/dashboard when possible
 9  
10  ## Never
11  - No hashtags on captions
12  - No em dashes
13  - No staccato statements
14  - No "Not X, it's Y" rhetorical pattern
15  - No generic advice anyone could give
16  - No "thought leadership" without receipts
17  - No sycophancy or softball takes
18  
19  ## Dedup Rule
20  Check against last 30 days of published content to avoid repeating topics. If a similar angle was covered recently, either kill it or find a genuinely new hook.