#Pivot/PivotingFoodInvestment Writing should be - Succinct - Professional - The tone should read confident, analytical, joyful. - Font should be bigger than norm. people are going blind | Edit to this | From that | Why | When | |-----------------------------|---------------|--------------------------------|----------------------------------------------------------------| | EVERYTHING ON FRAMING LIST! | | | | | Succinctness | | Readability | If you can remove it, do | ## Editing | Edit to this | From that | Why | When | |-----------------------------|---------------|--------------------------------|----------------------------------------------------------------| | EVERYTHING ON FRAMING LIST! | | | | | Succinctness | | Readability | If you can remove it, do | | It is | It's | Professional | Most contractions | | PivotFood.org | pivotfood.org | Readability | Always | | Pivot | PFI | Clarity | Always | | Pivot Food Investment | Pivot | Quotability and Clarity | Materials that will be quoted and the first time it is written | | Oxford comma | | We aren't heathens. | Always | | Spell check | | Robots read better than we do. | Always | | American English | | | Always(unless the thing is for a different country) | | TBD - Hyphenated words | | | | | TBD - Capitalization | | | | | TBD - Formatting | | | | | Hemingwayapp.com | | Readability | Often, though do not take all of its suggestions. | ## Framing | This | Not That | Why | When | |----------------------------------------|---------------------------------|--------------------------------------------------------|----------------------| | It is a bad investment (and bad for X) | It is bad for animals | Strategic. Divestment must be for financial reasons. | Almost always | | All animals (or esp. Chickens & Fish) | Cows and/or Pigs | Helps the most animals | Almost always | | Against factory farming | Against meat | Strategic. Let meat eaters get rid of factory farming. | Externally | | Factory farming | animal agriculture | Strategic. We are not against meat. | Externally | | Stigmatize | Limit capital | True, but gooses misunderstand the nuance. | Always | | Industry as a whole | Specific company | Legal (at least for now) | Almost always | | No specific location | Emerging markets | Never suggest we are taking away money. | Int Dev. / Nuanced | | Farmed Animals | farm animals | The animals | Usually | | Professional | Activisty | Strategic branding | Almost always | | Tact | Correctness | Make a point without making an enemy | Always | | Getting stuff done | Perfectionism | Get stuff done | When its safe | | Emerging markets | North America | Helps the most animals | EA Funders | | The team | Individuals | Strategic. We are a team. | Almost always | | Take a positive step (targets) | You are monsters | Strategic. (At least for a long while) | Always | | Tone: Analytical, confident, joyful. | Tentative, Anger, Fear | https://tone-analyzer-demo.ng.bluemix.net/ | Important documents. | | Praise by name. Criticize by category. | Calling out a specific company. | ##Related - [[Pivot onboarding]]