I’m writing some tone of voice guidelines and, honestly, they are taking forever.
I know what you’re thinking. How long does it take to write ‘friendly and honest’ in a nice font? We have the idea of guidelines as instructive and, providing the actual development has been done, summing it all up should be simple.
But, actually, it’s not the guidelines themselves that are taking a long time. It’s everything that comes before them.
Telling people how to write is the easy part. The catch is in telling them why.