feat(marketing): scaffold marketing/ umbrella + cowork migration + voice synthesis

docs/gtm/voice.md

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+# Voice: Brian Love
+
+> The canonical voice + tone reference for any post drafted on Brian's behalf — blog, social, threads, replies. Synthesized from his pre-2026 blog corpus (`~/repos/brianflove/src/content/posts/`, 2012–2024, ~141 posts). The 2026 technical voice is intentionally excluded — that register was tuned for the streaming-chat pillar post and is narrower than how Brian actually writes.
+
+## tl;dr
+
+- One thought per line. Most paragraphs are 1–3 short sentences. Hard returns inside a paragraph are normal.
+- Openings restate the title in a single sentence, then jump into the work. No "Introduction" header, no "in this article we'll explore."
+- Contractions are normal ("it's," "don't," "let's"). Brian writes the way a senior engineer talks at a meetup.
+- Warm, low-stakes humor — "freakin' cool," "giddy up and get onboard," the occasional emoji (🤔 💚 😆 👍). Not bro-voice. Closer to "fun coworker."
+- Reader addressed directly ("Let's look at," "I suggest you check it out"); opinions flagged as opinions ("For me," "In my opinion," "what I think").
+- A small set of recurring values across 12 years: ship the boring thing, do it well, have fun, name the people you're thankful to.
+
+## Core stance
+
+Brian writes as a working engineer and small-business owner who has shipped a lot and is generous about what he learned. He is not an evangelist and not a guru. He is the friend at the meetup who already tried it.
+
+The job is to compress what he learned into something you can use this week. He frames decisions as tradeoffs and personal calls — recommends, but labels the recommendation as his own ("what I think," "for me").
+
+He doesn't perform expertise. He's willing to be a beginner in public (*"I have spent one day (so far) learning expressjs"*), to be corrected (*"Please share any other antipatterns that you have learned from!"*), and to be earnest (*"Bootstrapping a startup is *hard*"*).
+
+## Registers
+
+Brian writes in three distinct registers. Pick one and stay in it.
+
+**Technical tutorial** (bulk of corpus, 2012–2020). Walks through a specific task. Numbered Goals, heavy "Let's," H2s as questions, explicit `## Conclusion`. Friendly, practical, code-heavy. For "here is how to do X."
+
+**Opinion / pattern post** (2017–2020). Antipatterns and recommendations, but softer than the 2026 register. Still contracted, still hedged with "I think," closes with an invitation. For "here is what I learned by getting it wrong."
+
+**Personal / business essay** (2019, 2024). Short, reflective, built around one rhetorical question (*"What if success is found in the ordinary?"*). One-sentence paragraphs. Italicized intensifiers. Closes on an invitation (*"Join me in ordinary success."*). For how he thinks, lives, or works.
+
+## Sentence-level patterns
+
+- **One sentence per line.** From "Year in Review": *"In 2023, I began development of Polaris in earnest. / This was my first step into bootstrapping a startup."*
+- **Short, direct, most under 20 words.** *"I like ordinary. / Ordinary is welcoming, accepting, inclusive, diverse, unapologetic, and authentic."*
+- **Contractions default.** *"Let's dive into the core concepts,"* *"You're finally getting the opportunity to build something."*
+- **Italics for single-word emphasis.** *"Bootstrapping a startup is *hard*,"* *"build for mobile and *then* respond to users."* Rarely bold.
+- **Bold reserved for must-do callouts.** *"This is a **must** for smaller screen devices."*
+- **Em-dashes sparingly for asides.** He more often reaches for a period.
+- **Exclamation marks allowed and warm.** *"Because it's freakin' cool!"* / *"Thank you RxJs!"* One or two per post; never stacked.
+- **Rhetorical questions as section headers, answered immediately.** *"## What is it and why bother? / Simply put, LESS is a dynamic stylesheet language…"*
+- **Inline parentheticals as asides.** *"(and of course follow me on Twitter – if that's your thing)."*
+- **Hedges flagged honestly.** *"In my opinion,"* *"From my experience,"* *"For me, …"*
+
+## Structural moves
+
+- **Opening: title restated as the lede.** *"Learn the basics of implementing the Redux pattern in Angular applications."*
+- **`## Goals` block, 3–5 bullets, near the top.** The last bullet is sometimes literally *"Have fun!"*
+- **Series cross-link block** with the current post marked: *"1. NgRX: The Basics (this post) / 2. NgRX: Getting Started…"*
+- **"Let's" as workhorse transition.** *"Let's break each of these down," "Let's look at an example," "Let's quickly review."* 3–10 times in a long tutorial. **Signature move.**
+- **H2-as-question, body-as-answer.** *"## What are Operators? / ## How are they composable? / ## How do I import?"*
+- **Three-bullet spine, each bullet becoming an H3.** Personal essays: *"- Building a product / - Listening to developers / - Consulting."*
+- **"Anything Else?" near the close.** *"Did I miss something? Is there something on your top 5 list that I did not mention?"*
+- **Explicit `## Conclusion`.** Restates the takeaway in one paragraph.
+- **Closing invitation, not CTA.** *"Please share any other antipatterns that you have learned from!"* / *"Join me in ordinary success."*
+
+## Vocabulary
+
+### Reaches for
+
+- **"Let's"** — workhorse. *"Let's dive in," "Let's look at," "Let's review."*
+- **"Simply" / "Simple enough" / "Really easy"** — genuine, not condescending. *"That's it. :)"*
+- **"For me" / "In my opinion" / "From my experience"** — opinion flags.
+- **"Have fun"** — recurring imperative; often the literal last Goals bullet.
+- **"Giddy up and get onboard" / "freakin' cool"** — affectionate intensifiers for genuine excitement.
+- **"Posture" / "long distance" / "infinite game"** — framing for sustainable work (2024).
+- **"Thankful" / "grateful"** — names people: co-founder Mike, Kimberly in the comments, Jon Rista for help on a talk.
+- **"P.S." / "haha"** — parenthetical warmth.
+- **"In conclusion" / "In summary"** — he uses these. Don't avoid them.
+
+### Avoids
+
+- **Bro-voice and hype**: no "blazing fast," "game-changing," "revolutionary." For intensity he uses italics or "freakin' cool."
+- **Marketing CTAs**: no "subscribe," "sign up," "DM me." Warm "let me know in the comments" is allowed.
+- **Filler "let's dive in"**: when he writes it, the diving happens immediately.
+- **Pretending to know more than he does.** *"I have spent one day (so far) learning…"* is the move.
+- **Lecturing.** No "obviously," no "as we all know."
+
+## Recurring themes + framings
+
+- **Ship the boring thing well.** Apache configs, https setup, font sizing, presentation contrast — treated with the same care as NgRx.
+- **Reader is a peer figuring it out.** Tutorials assume curiosity, not ignorance.
+- **Personal disclosure as credibility.** *"I invested approximately $100k into Polaris."* *"When I first started giving presentation to a local meetup in Syracuse NY I really wanted to impress the group."*
+- **Community and gratitude.** Named thanks to co-founders, advisors, commenters.
+- **Fun as a virtue.** "Have fun!" appears as a literal Goals bullet, the 5th presentation tip, and the spine of the personal essays.
+- **Faith, family, fitness, prayer** — plain in 2024 ("physical, mental, and spiritual health," "mindfulness, and prayer"). Part of the persona.
+- **Bootstrapping and the infinite game.** Long distance over sprint.
+
+## Humor + persona
+
+Warm, slightly goofy, occasionally folksy. Humor lives in the asides:
+
+- *"Because it's freakin' cool!"*
+- *"giddy up and get onboard."*
+- *"(why not just use an iPhone? Silly kids.)"* — inline CSS-comment aside.
+- *"Did I mention that boostrapping a startup is hard?"* — deadpan self-callback (typo and all; he doesn't over-polish).
+- *"These are just two antipatterns that I have observed (haha)."*
+- *"As the saying goes: 'Developers, developers, developers.' 😆"*
+
+**Emoji** appear 2018–2024, sparingly, one or two per post. Small repertoire: 💚 💙 🔥 🤔 🏖 👍 😲 😆. Color a sentence, never substitute for one. Don't stack. Don't use in business-essay register.
+
+**Relationship to reader**: warm peer. The engineer who saved you a seat at the meetup.
+
+## Examples — opening lines
+
+1. *"It's been on my list for awhile, and I was finally able to learn more about the LESS language."* (2012) — Personal lede; earns the right to teach by saying "I just learned this too."
+2. *"I have spent one day (so far) learning expressjs -- a node.js framework for a web application server."* (2014) — Disclaimer as credibility.
+3. *"Learn the basics of implementing the Redux pattern in Angular applications."* (2018) — Title restated as imperative. Standard tutorial opener.
+4. *"Angular 9 provides improved debugging in the console using `window.ng`."* (2019) — Direct factual claim. No hedging.
+5. *"Learn the top 5 tips for creating impactful presentations to ensure inspiration and not exhaustion."* (2019) — Promise paired with contrast: the "X and not Y" opinion opener.
+6. *"I want to briefly look back in order to focus on looking forward."* (2024) — Essay opener: one sentence of intent.
+7. *"Success in western culture is often marked by follower count, headcount, and GitHub stars. / What if success is found in the ordinary?"* (2024) — Cultural premise stated, then questioned. Signature essay move.
+
+## Examples — closing lines
+
+1. *"I hope this very simply example of using expressjs shows both the simplicity and the power of using expressjs with node.js."* (2014) — Tutorial closer.
+2. *"Did I miss something? Is there something on your top 5 list for 2015 website design that I did not mention?"* (2015) — Hands the conversation back.
+3. *"These are just two antipatterns that I have observed (haha). / Please share any other antipatterns that you have learned from!"* (2017) — Invitation, not CTA; "(haha)" softens the authority.
+4. *"In the next post in this series we'll implement the Redux pattern using NgRx into an existing project."* (2018) — Series closer: forward link, not sign-off.
+5. *"If you're going to put yourself out there and stand up in front of a group of peers, don't do it with fear and trembling. Do it with fun."* (2019) — Essay imperative.
+6. *"Personally, I want to challenge myself with physical exercise, mindfulness, and prayer."* (2024) — Closes a "Technically / Economically / Personally" trio with the most personal item.
+7. *"Join me in ordinary success."* (2024) — Shortest possible closer.
+
+## Drafting checklist
+
+- [ ] Opens with one sentence restating the title or stating intent. No "Introduction" header.
+- [ ] Contractions present and natural. If absent, draft is in the wrong (2026) register.
+- [ ] Paragraphs 1–3 lines; one sentence per line is fine.
+- [ ] Pick a register: `## Goals` (tutorial), three-bullet spine (essay), or H2-as-question (concept). Use its scaffolding.
+- [ ] At least one "Let's" transition per major section.
+- [ ] Italics for single-word emphasis; bold reserved for one must-do callout.
+- [ ] Opinions flagged ("I think," "For me," "From my experience").
+- [ ] At least one moment of warmth: an aside, "(haha)," "freakin' cool," a genuine "Thank you!", or a small emoji.
+- [ ] No hype: no "blazing," "revolutionary," "game-changing," "10x."
+- [ ] No marketing CTAs. Close is an invitation, forward link, or short imperative.
+- [ ] Tutorial posts have `## Conclusion`. Essay posts end on a single imperative or invitation.
+- [ ] Every recommendation paired with a cost or tradeoff; at least one personal disclosure earns the right to recommend.
+- [ ] Reader is a peer. No "obviously," no "as we all know."