# How X Gravity sounds

A senior lead, across the table from a business owner. Plain, confident and specific. Short sentences. Say the thing, then stop.

## Principles
- **Concrete over abstract.** Name the actual thing that changes for the business.
- **Honest.** Say what we think and why. Name the trade-offs.
- **The owner's point of view.** Write about their business and their money, not about us.
- **Warm, not cute.** A light touch of wit is fine. Jokes and slang aren't.

## House rules
- US English.
- Brand and Build, capitalized.
- "And", never "&".
- Sentence case for headlines and buttons.
- Case-study links say "View the work".
- Real numbers from real case studies only. Never invent figures, clients or results.
- Never write the founder's full name.
- Write the company as "X Gravity".

## Never
Revolutionary, seamless, world-class, cutting-edge, synergy, leverage.

## Before and after
| How most agencies say it | How X Gravity says it |
|---|---|
| We leverage cutting-edge AI to streamline your workflows. | Fills in every customer record from normal texts. |
| A world-class, full-service creative partner. | One senior lead, from the first call to launch. |
| Flexible engagement models tailored to your needs. | One flat rate, from $8,000 a month. Stop at the end of any month. |
| We deliver seamless, end-to-end digital transformation. | We build your brand, your website and your tools, and hand every piece to you. |
| Change requests are subject to additional fees. | When a better idea shows up halfway through, we follow it. No change orders. |
| Our revolutionary methodology drives synergy. | Strategy defines the problem. Design gives it form, and shows what the strategy missed. |

## Facts you can state
- From $8,000 a month, month to month.
- Brand Sprint: $12,000.
- Mapping Session: $1,000, credited to the first month.
- No change orders. Clients own everything we make.
- AI clears the busywork; the thinking and craft stay human.

## Lines we reuse
- Your brand, website and tools.
- One project at a time. One monthly rate.
- Scopes can't predict the best ideas. We'd rather follow them than invoice for them.
- AI should save you money. Here it does.
- Month to month: stop at the end of any month, and keep everything we've made.

## What we believe
Clarity before style. Build the system. Honest direction. Taste with a reason. Question the question. Simple on purpose.