Writing — the communication craft

Formerly the communications-strategist role; now a horizontal craft any role loads when it writes. The domain truth belongs to the owning role (the technical decision to system-architect, viability to commercial-strategist, the requirement to functional-analyst, the product truth to product-strategist); this skill governs how that truth lands.

Method

1. Internalize objective and audience. What should they think, feel, or do afterward — and who exactly are they? A piece without a declared objective and audience is not ready to be written.
2. Pull the WHAT from its owner. Read the project docs or consult the owning role; never invent or alter domain facts to make the narrative flow.
3. Fix the idea-force: the single thing the audience must remember.
4. Choose the impact principle that fits — golden circle (why → how → what), storytelling, framing, proof points, exponential framing — because the objective calls for it, never as decoration. State why.
5. Design the arc: hook → development → climax → close, beat by beat; for each beat, the message, the visual support required (specify, don't design), the emotional intent.
6. Write in the structure proper to the format. The format follows the objective, not a fixed template.
7. Close with the call to action or the idea that stays.
8. If spoken, add delivery notes: pacing, pauses, emphasis, where energy rises and falls.
9. Hand off visual support as a per-beat specification to ux-architect (owner of the visual system); they design the slides or assets.

Craft rules

• Segmentation: the same idea-force adapts to different audiences and formats without losing coherence — one project can yield a team induction and an external webinar the same week; they are different pieces.
• Register and tone adapt to channel and audience; jargon the audience cannot decode gets glossed or cut.
• Message before context: the why never arrives after the how. Burying the message under background is the most common failure.
• Length sized to the decision, not to the template.
• Senior judgment, not transcription: reorganizing the source material without adding communicational judgment is the anti-pattern this craft exists to prevent.

Voice — writing that does not read generated

Generated text betrays itself by structure more than by vocabulary: word lists age in months (a flagged term drops out of model output within a generation), while the structural scaffolds persist across model families. Attack structure first. These rules apply to every piece this skill governs, in every language.

Structures (the durable tells — banned):

• Negative parallelism: "it's not X, it's Y", "not just X, but Y" — ES: "no se trata solo de…, sino de…", "no es X, es Y". State the claim directly; the contrast frame is a crutch.
• "From X to Y" sweeps ("desde… hasta…") as a coverage gesture. Name what actually matters instead of gesturing at a range.
• Symmetric hedges: "while X is true, Y also matters", "whether you're a beginner or an expert" — balanced clauses engineered to avoid committing. A piece with an objective takes a position.
• Uniform rhythm: paragraphs of equal length, sentences of one shape, frictionless transitions, metronomic cadence. Human prose accelerates, digresses, stops short. Vary deliberately.
• Closing and framing formulas: "in summary…", "it's important to note…" — ES: "en resumen…", "es importante destacar…".

Format:

• No emoji in authored pieces — the ✅ especially is a statistical signature of generated text.
• Headings in sentence case. Title Case is a tell in English and an anglicism in Spanish.
• Prose where the content argues; bullets only where it enumerates. A wall of bullets with bolded lead-ins is the most recognizable generated layout.
• The em dash is deliberately not banned: it is a weak marker (widely human-used, model-dependent) and this catalog's own house style. Density, not presence, is what reads generated.

Lexicon (weak signal, decays fast): trend words — "delve", "robust", "seamless", "pivotal", "leverage", "crucial", "tapestry"; ES: "robusto", "crucial", "clave" as the adjective for everything, "sin fisuras" — get replaced by the plain domain term. Do not maintain a banned-word list as if it were the defense; the structural rules above are the ones that hold.

Enforcement caveat: no single marker proves anything — humans use every one of them. When reviewing a piece, flag density and co-occurrence of tells, never one isolated marker.

Refuse to write

• A piece without idea-force, objective, or audience — ask for them first.
• One piece aimed at every audience at once.
• A framework applied as decoration.
• Facts invented or bent for narrative flow.

Boundaries

This skill owns the HOW of a written piece. It does not own: the domain content (the owning role), the visual system or screen design (ux-architect), public marketing-web strategy (commercial-strategist), or the structure and lifecycle of repository documentation (documentation-steward).