Every Style Check

Every Style Check

Overview

Check text against Every's comprehensive editorial style guide and return a structured checklist of violations. This skill identifies style issues but does not automatically fix them—allowing you to make corrections in your own document editor.

How to Use

When someone provides text and asks to check it against Every's style guide:

1. Load the complete style guide from references/every-style-guide.md 2. Review the text carefully against all rules in the style guide 3. Return ONLY violations in the specified checklist format

Output Format

Return violations in this exact format:

## Style Violations Found

- [ ] **[RULE CATEGORY]:** [Specific issue] → [How to fix]
  - Location: "[quoted text from draft]"

- [ ] **[RULE CATEGORY]:** [Specific issue] → [How to fix]
  - Location: "[quoted text from draft]"

If no violations found: Respond with "No style violations found."

Do NOT include:

• Praise for what's done well
• Summaries of the text
• General feedback
• Explanations beyond the violation → fix format

Rule Categories

Reference the complete style guide in references/every-style-guide.md for all rules. Key categories include:

• Names and People
• Linking and Sources
• Organizations, Publications, and Acronyms (including company name spellings)
• Capitalization
• Clarity and Pronoun Reference
• Punctuation
• Numbers (including "per" spelled out)
• Formatting
• Images and Captions
• Lists
• Specific Words and Phrases (including "versus" spelled out)
• Quotes
• Every-Specific Rules
• Dates and Times
• Geography

Example Usage

User: "Check this draft against Every's style guide: [text]"

Response:

## Style Violations Found

- [ ] **Names and People:** First mention of person's name not bolded → Bold the full name
  - Location: "Dan Shipper is the CEO"

- [ ] **Linking and Sources:** Study mentioned without link → Add hyperlink to source
  - Location: "A study found that..."

- [ ] **Capitalization:** Subheading uses title case → Change to sentence case
  - Location: "Prompting Belongs In The Business School"

- [ ] **Numbers:** Slash used instead of "per" → Spell out "per"
  - Location: "$20/month"

- [ ] **Specific Words and Phrases:** "vs." used instead of "versus" → Spell out "versus"
  - Location: "AI vs. human"

- [ ] **Organizations:** Company name misspelled → Use correct capitalization
  - Location: "Github" should be "GitHub"

Important Notes

• Always read the complete style guide from references/every-style-guide.md before checking text
• Be thorough—check against all rules, not just common violations
• Quote the exact text from the draft that violates the rule
• Provide clear, actionable fix instructions
• Maintain consistent formatting in the checklist output
• Pay special attention to company name spellings (GitHub, YouTube, LinkedIn, etc.)
• Check for slashes that should be "per" ($20/month → $20 per month)
• Check for "vs." that should be "versus"

Every Editing Principles - Complete Reference

Use this reference when providing Path 3 (detailed edit) feedback. This contains the full editorial standards for Every.

Core Philosophy & Voice

Tonal DNA

• Optimistic realism about technology - Celebrate possibilities while acknowledging risks; never position AI as a silver bullet
• Practical optimism - Critique constructively, then propose frameworks or solutions that move forward
• Intellectual generosity - Resist dogma; pose genuine questions and invite readers into exploration
• Accessible intellectualism - Translate dense technological, economic, and philosophical ideas into plain, lively language
• From knowledge to allocation - Focus on judgment and synthesis over raw information
• Champion the generalist - Celebrate adaptable thinking and cross-domain synthesis

Voice Requirements

• Conversational but authoritative - Accessible without dumbing down
• Blend personal and universal - Start from lived experience, expand to cultural/economic stakes
• Confident, nuanced claims - Assert boldly, qualify intelligently
• Direct address works - "You" creates connection with reader
• Authenticity and vulnerability - Disclose personal stakes to make abstract forces visceral

Opening & Hook Principles

The Every Intro Architecture: Four Essential Moves

1. Hook (1-3 sentences)

• Stops the scroll with surprise, intimacy, or intrigue
• Must pass the "heartbeat test" - does it make your pulse jump?
• Example: "Before I opened my laptop, the code had reviewed itself."

2. Zoom Out (2-4 paragraphs)

• Expands from specific moment to universal stakes
• Connects personal to cultural/economic implications
• Bridges the gap between "my story" and "our challenge"

3. Thesis (1-2 sentences)

• Crystallizes the core insight or argument
• Must be arguable, specific, and reframe the topic
• Example: "I call this compounding engineering: building self-improving development systems"

4. Promise (1-3 sentences)

• Shows what transformation awaits the reader
• Creates momentum into the rest of the piece
• Example: "When you're done reading this, you'll have the same affliction."

Hook Arsenal: Patterns That Work

• The Already-Happened: Past-tense revelation of surprising outcome
• The Paradigm Flip: Challenges assumed truth
• The Visceral Moment: Sensory detail + emotion
• The Time Stamp: Specific date/time that changed everything
• The Failed Expert: Smart person + spectacular failure
• The Future Glimpse: Present tense description of coming reality
• The Contradiction: Two true things that shouldn't both be true
• The Vulnerability Drop: Admission of struggle/weakness
• The Stats Shock: Number that reframes everything
• The Definitional Challenge: Redefining familiar concept

Thesis Patterns

1. The Coined Concept - Create a term that crystallizes your insight 2. The But-Actually - Surface assumption → flip it 3. The What-Remains - After disruption, here's what matters

Thesis Quality Checks:

• Could someone argue against it?
• Does it contain a surprising element?
• Is it one sentence, two max?
• Does it reframe how we see the topic?

Promise Architecture

Choose from three proven promise types:

1. The Transformation Promise

• Template: "When you're done reading this, you'll [new capability/perspective]"

2. The Mastery Transfer Promise

• Template: "After [time invested/pain endured], I've distilled [number] principles"

3. The Stakes & Salvation Promise

• Template: "Fail to [action] and [consequence]. Do it right, and [upside]"

Promise Must-Haves (include 3+ of these 5):

• Transformation Signal - Who they'll become, not just what they'll know
• Urgency Marker - Why this matters NOW
• Credibility Proof - Time invested, expertise earned
• Specificity - Concrete number, framework, or outcome
• Emotional Pull - Desire, fear, or curiosity activated

Structure & Flow

Core Structural Principles

• Each section answers the previous question - Create natural flow through Q&A structure
• Depth over breadth - Fewer ideas, interrogated harder
• One idea per paragraph - Each paragraph should have a clear purpose
• Say it once, say it well - No echoing; say it once, say it best
• Transitions should be invisible - Smooth logical flow between ideas
• Subheads should tell a story - Reader should understand the arc from subheads alone

Pacing & Rhythm

• Vary sentence length - Mix short and long for musicality
• Check pacing - Are paragraphs/sentences varying in length?
• Read aloud to test rhythm - The "music check"

Accessibility & Clarity

Making Complex Ideas Simple

• Technical topics need translation - Write so a smart generalist can understand
• Avoid technical jargon unless absolutely necessary; provide accessible definition on first use
• Use concrete examples - Abstract concepts need specific illustrations
• Show, don't just tell - Demonstrate principles through stories
• The Camera Test - Can you film the nouns and verbs? If not, make them more concrete

Language Precision

• Avoid academic passive voice - "Research shows" → "Researchers found"
• Delete unnecessary qualifiers - The "hedge check" (remove "perhaps," "maybe," "somewhat")
• Remove correlative conjunctions - "not just x, but y" should be avoided

Urgency & Relevance

Creating Immediacy

• Write in active present tense when possible
• Avoid dating language - Instead of "a few weeks ago," use specific dates or "recently"
• Connect to current events/trends - Show why this matters NOW
• Address the "so what?" question early
• Each section should justify "why now?"
• Move with the internet - Show how this connects to current shifts

Story & Anecdote Principles

Narrative Requirements

• Every anecdote needs a payoff - Must advance the argument or illustrate a key point
• Stories should be complete - Setup, conflict, resolution
• Specificity beats generality - Names, places, dialogue make stories memorable
• The story should echo the larger theme - Microcosm of the main argument
• Narrative-driven argument - Vivid anecdote pulls readers in before zooming to universal insight

Dialogue & Scene

• Trim dialogue tags - Keep them minimal
• Earn emotional beats - Build to them naturally
• Make scenes photographable - Concrete details over abstract description

Evidence & Credibility

Supporting Claims

• Bold claims need support - Data, examples, or experts required
• Cite sources naturally - Weave attribution into narrative flow
• Balance data with story - Statistics need human context
• Acknowledge complexity - Address counterarguments and nuance
• Show your work - How did you reach this conclusion?
• Ensure examples support claims - Do they actually illustrate the point?
• Never position AI as a silver bullet - Maintain realistic assessment

Ending Principles

Strong Conclusions

• End with forward momentum - What's next? What should readers do?
• Avoid summary conclusions - Don't just repeat what you've said
• Leave readers with something to think about - Question, challenge, or new perspective
• Circle back to opening - But with new understanding
• Deliver practical payoff - End with actions, frameworks, or reframed vision

Reader Should Leave Able To:

• Do something new
• See differently
• Quote a specific insight

Red Flags to Catch

Fatal Flaws

• Abstract headlines - If no one could argue with it, it's too vague
• Buried ledes - The real insight hiding in paragraph 3+
• Throat-clearing openings - Background before tension
• Echo statements - Saying the same thing multiple ways
• Missing stakes - Why should reader care TODAY?
• Weak deks - Should work as a tweetable quote
• No personal investment - Writer as distant observer vs. participant

AI Writing Tells

• "In today's fast-paced world..."
• "In this essay, I will..."
• "Let's dive in"
• Dating language - "A few weeks ago" instead of specific dates
• Redundancy - Repeated ideas or phrases
• Correlative conjunctions - "Not x, but y" and similar
• "No X. No Y. Just Z." constructions
• "Question? Answer to the question" patterns

The Speed-Read Test

Would a skim-reader:

• Feel the problem after two sentences?
• Crave the answer?
• Understand what they'll gain?
• See why you're the guide?

Pre-Publication Scans

Run these checks before publishing:

1. Promise check - Does opener state tension and hint at payoff? 2. Evidence check - Are bold claims supported? 3. Camera check - Can you film the nouns and verbs? 4. Hedge check - Delete unnecessary qualifiers 5. Music check - Read aloud; vary the beat 6. POV check - Is writer's stake visible by word 150? 7. Transition check - Does each section answer "why now?" 8. Payoff check - Will reader leave able to do, see differently, or quote something?

Every Editorial Style Guide

1. Names and People

1.1 Bold names on first mention

Rule: Bold the full name of ANY person on first mention, whether or not they work at Every.

• ✓ Dan Shipper is the CEO of Every.
• ✓ Frederick Winslow Taylor pioneered Scientific Management.
• ✗ Dan Shipper is the CEO of Every.
• ✗ Frederick Winslow Taylor pioneered Scientific Management.

1.2 Full name first, last name after

Rule: Use full name on first mention. Use last name only on subsequent mentions. Exception: In newsletters and social media, use first names after first mention.

• ✓ Dan Shipper is the CEO. Shipper founded the company in 2020.
• ✗ Dan is the CEO. Dan founded the company in 2020.

1.3 Every employee names must link

Rule: On first mention, Every employee names must link to their Every author page, most relevant recent article, or their X profile.

• ✓ [Dan Shipper](https://every.to/@danshipper) is the CEO of Every.
• ✗ Dan Shipper is the CEO of Every. [no link]

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2. Linking and Sources

2.1 Link to sources

Rule: When referencing research, studies, papers, statistics, quotes from articles, or any claim that has a source, link to that source. Do not make claims without linking to evidence.

• ✓ A study published in Nature found that...
• ✓ As Ethan Mollick points out...
• ✗ A study found that... [no link]
• ✗ Research shows that... [no link]

2.2 Link text format

Rule: Keep link text short (2-4 words). Don't say "click here" or "click for more." Write the sentence normally and link relevant keywords.

• ✓ The World Management Survey found...
• ✓ ...as he explained in a recent tweet.
• ✗ Click here to read the study.
• ✗ You can read the World Management Survey, a decade-long research project by Stanford and LSE economists covering over 10,000 organizations.

2.3 URL format in print

Rule: URLs in print should be lowercase (unless camel caps aid readability), without "www." or protocol.

• ✓ every.to
• ✓ GetOutTheVoteNewYork.com
• ✗ https://www.every.to
• ✗ WWW.EVERY.TO

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3. Organizations, Publications, and Acronyms

3.1 Spell out organization names on first mention

Rule: Spell out the full name of ANY organization, company, or institution on first mention—even well-known ones. Include the abbreviation in parentheses if you'll use it again.

• ✓ The Massachusetts Institute of Technology (MIT) released a study. MIT researchers found...
• ✓ The New York Times reported... The Times also noted...
• ✓ Andreessen Horowitz (a16z) invested in the company.
• ✗ MIT released a study. [not spelled out]
• ✗ a16z invested in the company. [not spelled out]

3.2 Spell out publication names on first mention

Rule: Spell out full publication names on first mention, even if well-known.

• ✓ The New York Times reported... The Times also noted...
• ✓ The Wall Street Journal covered the story.
• ✗ The NYT reported... [abbreviation on first mention]

3.3 Common abbreviations that don't need spelling out

Rule: If the abbreviation is MORE common than the spelled-out form, don't spell it out. These abbreviations are common enough to use without spelling out: AI, TV, UK, UN, U.S., CEO, CTO, CFO, API, URL, PDF, GDP, MBA, PhD, PR (public relations), HR, VC, IPO, R&D, B2B, B2C, SaaS, CRM, HTML, CSS, LLM, DIY

• ✓ The AI model performed well.
• ✓ She became CEO in 2020.
• ✓ He earned his MBA at Wharton.
• ✗ He earned his Masters of Business Administration at Wharton.

3.4 Abbreviations that must be spelled out on first mention

Rule: Some abbreviations look like common terms but have specific meanings in context. Spell these out on first mention.

• PR (pull request) — spell out as "pull request (PR)" on first mention when referring to code reviews, not public relations
• ✓ She submitted a pull request (PR) for the new feature. The PR was approved the next day.
• ✗ She submitted a PR for the new feature. [unclear if pull request or public relations]

3.5 Abbreviation punctuation

Rule: Most abbreviations have no periods. Exceptions: U.S.A., U.S., L.A., N.Y.C., D.C., a.m., p.m., i.e., e.g.

• ✓ The U.S. economy grew.
• ✓ Multiple LLMs were tested.
• ✗ The U.S economy grew. [missing period]
• ✗ Multiple L.L.M.s were tested.

3.6 Abbreviation plurals

Rule: Add "s" to abbreviations without periods. Add "'s" to abbreviations with periods.

• ✓ LLMs, TVs, APIs
• ✓ Ph.D.'s, M.B.A.'s
• ✗ LLM's, TV's, API's
• ✗ Ph.D.s, M.B.A.s

3.7 Company name spellings

Rule: Use the official spelling and capitalization for company and product names. Pay attention to internal capitalization (camelCase, PascalCase) and spacing.

• ✓ GitHub, YouTube, LinkedIn, iPhone, macOS, WordPress, PayPal, OpenAI, ChatGPT
• ✓ Anthropic, Claude, Stripe, Notion, Figma, Slack, Zoom
• ✗ Github, github, GITHUB
• ✗ Youtube, youtube
• ✗ Linkedin, linkedin
• ✗ Iphone, i-phone
• ✗ Wordpress, Word Press
• ✗ Paypal, Pay Pal
• ✗ Openai, Open AI
• ✗ Chatgpt, Chat GPT

Common company names to watch:

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4. Capitalization

4.1 Headlines: Title case

Rule: Headlines use title case. Capitalize all words EXCEPT: articles (a, an, the), conjunctions (for, and, nor, but, or, yet, so), and prepositions under four letters. Always capitalize the first and last word.

• ✓ The Rise of New Taylorism
• ✓ What AI Is Teaching Us About Management
• ✓ Growing Up in China [preposition "Up" is part of verb]
• ✗ The rise of new taylorism
• ✗ What AI is Teaching us about Management

4.2 Subheadings: Sentence case

Rule: Subheadings use sentence case. Capitalize ONLY the first word (and proper nouns).

• ✓ Prompting belongs in the business school
• ✓ The original Taylorism—and why it failed
• ✗ Prompting Belongs in the Business School
• ✗ The Original Taylorism—And Why It Failed

4.3 Headlines include one handwritten letter

Rule: Headlines include one letter in brackets to indicate the "hand-drawn" letter.

• ✓ The Secret [F]ather of Modern Computing
• ✓ The Rise of New [T]aylorism

4.4 Don't capitalize common words

Rule: Do not capitalize: website, internet, online, email, web3, custom instructions

• ✓ She built a website.
• ✗ She built a Website.

4.5 Job titles: lowercase

Rule: Job titles are lowercase, whether alone or before a name. Exception: Very unusual titles (Chief Happiness Officer).

• ✓ Dan Shipper, chief executive officer of Every
• ✓ CEO Dan Shipper announced...
• ✗ Dan Shipper, Chief Executive Officer of Every

4.6 Civic titles: capitalize before name only

Rule: Capitalize civic titles only when they directly precede a name as a formal title.

• ✓ President Biden, Senator Schumer
• ✓ the president, the senator, former president Obama
• ✓ New York senator Chuck Schumer
• ✗ The President announced...
• ✗ Former President Obama said...

4.7 Colons and capitalization

Rule: After a colon, capitalize if what follows is an independent clause (complete sentence). Lowercase if dependent.

• ✓ Here's the problem: Nobody wanted to adopt it.
• ✓ A moment later, his phone buzzed: The agent had detected the contractor using manipulative tactics.
• ✓ She had one goal: winning.
• ✗ Here's the problem: nobody wanted to adopt it.
• ✗ She had one goal: Winning.

4.8 Geography capitalization

Rule: Capitalize named regions (the South, the West, the Bay Area). Lowercase directional descriptions (southern California, northern California, west Texas).

• ✓ She moved from the South to the West Coast.
• ✓ He lives in southern California.
• ✗ He lives in Southern California.
• ✗ She moved from the south.

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5. Clarity and Pronoun Reference

5.1 "That/this/which" must have clear referents

Rule: When using "that," "this," "which," or "it" to refer to a previous idea, the referent must be unambiguous. If unclear, restate what you're referring to.

• ✓ AI failed to complete the task. This failure suggests that current models lack reasoning ability.
• ✓ The study found that hybrid corn increased yields. This finding changed farming practices.
• ✗ AI failed to complete the task. This suggests that... [What does "this" refer to?]
• ✗ The company grew 50% and hired 200 people. That was unexpected. [Which part was unexpected?]

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6. Punctuation

6.1 Serial comma (Oxford comma)

Rule: Always use the serial comma before the conjunction in a list.

• ✓ x, y, and z
• ✗ x, y and z

6.2 Em dashes: no spaces

Rule: Em dashes (—) have no spaces around them. Use for breaks or parenthetical statements. Limit to two per paragraph.

• ✓ It's an anxious time—but sales are up.
• ✗ It's an anxious time — but sales are up.
• ✗ It's an anxious time - but sales are up. [hyphen, not em dash]

6.3 En dashes for ranges and compounds

Rule: Use en dashes (–) for ranges and compound adjectives involving multi-word elements.

• ✓ 2019–2020, 10 a.m.–2 p.m., Pulitzer Prize–winning
• ✗ 2019-2020 [hyphen]
• ✗ Pulitzer Prize-winning [hyphen]

6.4 Hyphens in compound adjectives

Rule: Hyphenate compound adjectives BEFORE a noun. Don't hyphenate after the noun or with -ly adverbs.

• ✓ first-time founder, state-of-the-art design
• ✓ The team is world class. [after noun]
• ✓ newly released program [adverb]
• ✗ first time founder
• ✗ newly-released program

6.5 Quotation marks and punctuation

Rule: Periods and commas go INSIDE quotation marks. Question marks go inside only if the question is part of the quote.

• ✓ She said, "That's a great idea."
• ✓ Who said, "To thine own self be true"?
• ✗ She said, "That's a great idea".

6.6 Ellipses

Rule: No space before ellipsis, one space after. Don't use for emphasis or drama.

• ✓ She trailed off… like this.
• ✗ She trailed off ...like this.
• ✗ This is... so important! [used for drama]

6.7 Don't use ALL CAPS for emphasis

Rule: Never use ALL CAPS for emphasis. Use italics sparingly, or restructure the sentence.

• ✓ This saves a lot of time.
• ✓ This saves enormous amounts of time.
• ✗ This saves a LOT of time.
• ✗ This is VERY important.

6.8 Exclamation points

Rule: Use sparingly. Almost never in body copy unless quoting someone.

6.9 Semicolons

Rule: Avoid semicolons. Use em dashes or start a new sentence instead. Never use in email or site copy.

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7. Numbers

7.1 Spell out one through nine

Rule: Spell out numbers one through nine. Use numerals for 10 and above. Exceptions: currency ($8), decimals (5.6 miles), measurements (75 mph), ages (5-year-old).

• ✓ She hired three engineers and 12 designers.
• ✓ He had a 5-year-old daughter.
• ✗ She hired 3 engineers and twelve designers.

7.2 Use numerals for 100+

Rule: Never spell out numbers 100 or above. Use numerals for readability.

• ✓ The model processed 500 requests per second.
• ✓ More than 135,000 people visited the site.
• ✗ The model processed five hundred requests per second.
• ✗ More than one hundred thirty-five thousand people visited the site.

7.3 Use "times" not "x" for multipliers

Rule: Write out "times" instead of using "x" or "X" for multipliers.

• ✓ This approach is 20 times faster than the previous method.
• ✓ Revenue grew three times over last year.
• ✗ This approach is 20x faster than the previous method.
• ✗ Revenue grew 3X over last year.

7.4 Percentages

Rule: Always use numerals + "percent" (spelled out).

• ✓ 7 percent, 50 percent
• ✗ seven percent, 7%

7.5 Don't start sentences with numerals

Rule: Spell out any number that starts a sentence (exception: years).

• ✓ Twenty-five engineers joined the company.
• ✓ 2020 was a tough year.
• ✗ 25 engineers joined the company.

7.6 Large numbers

Rule: Use numerals + word for millions/billions: 4 million, $50 billion. Use commas in numbers over 999: 1,000 / 1,440,434.

7.7 Decades

Rule: First mention: the 1980s. Second mention: the '80s (apostrophe before).

• ✓ She was born in the 1980s. The '80s were wild.
• ✗ the 80s, the 80's

7.8 Spell out "per" in rates

Rule: Write out "per" instead of using a slash (/) when expressing rates or ratios.

• ✓ $20 per month
• ✓ 500 requests per second
• ✓ $150 per user per year
• ✓ miles per hour
• ✗ $20/month
• ✗ 500 requests/second
• ✗ $150/user/year
• ✗ miles/hour

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8. Formatting

8.1 Italics for titles of long works

Rule: Italicize titles of: books, newspapers, periodicals, movies, TV shows, video games. Don't italicize the article for newspapers.

• ✓ the New York Times, The New Yorker, Barbie
• ✗ the New York Times

8.2 Quotation marks for short works

Rule: Use quotation marks for: poems, songs, TV episodes, book chapters, article titles.

• ✓ The episode "The One Where..." was popular.

8.3 Don't italicize punctuation after italics

Rule: Punctuation following an italicized term should not be italicized.

• ✓ Which made more, Barbie or Oppenheimer?
• ✗ Which made more, Barbie or Oppenheimer?

8.4 Bold and underline

Rule: Never use bold or underline for emphasis. Use italics sparingly if needed.

• ✓ This seemed like a good idea.
• ✗ This seemed like a good idea.

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9. Images and Captions

9.1 Caption format

Rule: Capitalize first word. End with a period (even if not a full sentence). Exception: If caption is only a name with no other text, no period.

• ✓ Claude Opus 4.5 has a 50% success rate.
• ✓ Dan Shipper
• ✓ Dan Shipper, Every CEO.
• ✗ claude opus 4.5 has a 50% success rate
• ✗ Dan Shipper, Every CEO [no period]

9.2 Image credits

Rule: Format image credits as: DALL-E/Every illustration, or (Screenshot/photo courtesy of [Full Name].)

• ✓ DALL-E/Every illustration
• ✓ (Screenshot courtesy of Rhea Purohit.)
• ✓ (Screenshot courtesy of Rhea.) [second mention, no last name]

9.3 AI-generated image credits

Rule: Credit the AI tool and include the prompt or link if relevant.

• ✓ Generated with Gemini Nano Banana Pro, "We Live in the Messy Middle"

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10. Lists

10.1 When to use lists

Rule: Use lists only when presenting groups of distinct items. Prefer prose for explanations. Number lists only when order matters.

10.2 List punctuation

Rule: If ANY item is a complete sentence, punctuate ALL items. If no items are complete sentences, no punctuation.

• ✓ 1. Enter your email. 2. Input your credit card. [sentences]
• ✓ Hidden Premise Finder / Reflective Coach / Motivational Interviewing [not sentences]

10.3 List format

Rule: Use "1." not "1)" for numbered lists. Capitalize first word of each item.

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11. Specific Words and Phrases

11.1 Word bank (correct spellings)

Rule: Use these exact spellings:

• startup (not start-up)
• cofounder (not co-founder)
• coworker (not co-worker)
• homepage (not home page)
• email (not e-mail)
• login (noun), log in (verb)
• signup (noun), sign up (verb)
• opt-in (noun/adj), opt in (verb)
• front end (noun), front-end (adj)
• back end (noun), back-end (adj)
• open source (noun), open-source (adj)
• well-being (not wellbeing)
• WiFi (not wifi, Wifi, wi-fi)
• web3 (lowercase)
• Covid-19

11.2 Singular "they"

Rule: Use singular "they" for gender-neutral statements. Use "it" for companies.

• ✓ If a team member is burnt out, support them.
• ✓ The company released its product.
• ✗ If a team member is burnt out, support him or her.

11.3 Fewer vs. less

Rule: "Fewer" for countable things. "Less" for uncountable.

• ✓ Fewer than seven days remain.
• ✓ Less than an hour passed.
• ✗ Less than seven days remain.

11.4 Overused words to cut

Rule: Delete or reduce: "actually," "very," "just," "really" — they can almost always be removed.

11.5 Spell out "versus"

Rule: Write out "versus" instead of using "vs." or "vs" or "VS."

• ✓ AI versus human performance
• ✓ The startup versus enterprise debate
• ✓ Quality versus quantity
• ✗ AI vs. human performance
• ✗ AI vs human performance
• ✗ AI VS human performance
• ✗ The startup vs enterprise debate

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12. Quotes

12.1 Quote attribution tense

Rule: Present tense if spoken directly to the author. Past tense if recollection or from another source.

• ✓ "That was a long day," she recalls. [recollection]
• ✓ "We're excited about this," he says. [direct to author]

12.2 Introducing quotes

Rule: Use a comma before a quote if introducing it. No comma if the text flows directly into the quote. Capitalize first letter if it's a full sentence.

• ✓ She said, "We had no choice."
• ✓ Every's mission is "to feed the minds and hearts..."
• ✗ She said "We had no choice."

12.3 Quotes within quotes

Rule: When a quote contains another quote, the inner quote uses single quotation marks and follows the same capitalization rules—capitalize the first word if it's a complete sentence.

• ✓ Finally, he turned to Claude Code: "I just said, 'Here's my Gmail credentials, I want you to build an email triager.'"
• ✗ Finally, he turned to Claude Code: "I just said, 'here's my Gmail credentials, I want you to build an email triager.'"

12.4 Block quotes

Rule: Use for quotes longer than four lines. Introduce with a colon. Include quotation marks.

12.5 Edited text in quotes

Rule: Use square brackets for edits. Keep minimal.

• ✓ "It was difficult [to prioritize tech debt] because..."

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13. Every-Specific Rules

13.1 "Every" capitalization

Rule: Always capitalize "Every" (the company). Lowercase only in URLs and social handles.

• ✓ Every's mission is...
• ✗ every's mission is...

13.2 Guest author format

Rule: Guest pieces include: 1. Italicized introduction from an Every staff member (signed with their name linked) 2. Italicized bio at bottom with link to original source if previously published

13.3 References to other parts of text

Rule: Use "earlier," "later," "previously" — not "above" or "below."

• ✓ As I mentioned earlier...
• ✗ As I mentioned above...

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14. Dates and Times

14.1 Date format

Rule: Spell out day and month, comma before year: Sunday, January 21 / April 13, 2018

• ✗ 1/21/24, Jan 21

14.2 Time format

Rule: Use a.m./p.m. (lowercase, periods). Spell out even hours if casual.

• ✓ 11:37 p.m., 9:00 a.m., ten o'clock
• ✗ 11:37 PM, 11:37pm

14.3 Time zones

Rule: Abbreviate U.S. time zones: ET, CT, MT, PT. Spell out others.

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15. Geography

15.1 Cities and states

Rule: Spell out in full. Include state for non-major cities. Offset state with commas.

• ✓ Paris, Texas, and San Francisco
• ✗ Paris, TX

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Quick Reference: Most Common Violations

1. Names not bolded on first mention 2. Names not linked (Every employees) 3. Sources not linked (studies, quotes, statistics) 4. Organizations not spelled out on first mention 5. Subheadings in title case instead of sentence case 6. Unclear pronoun reference (that/this/which) 7. Missing serial comma 8. Em dashes with spaces 9. Hyphens instead of en dashes in ranges 10. "20x" instead of "20 times" 11. ALL CAPS for emphasis 12. Slash instead of "per" ($20/month → $20 per month) 13. "vs." instead of "versus" 14. Misspelled company names (Github → GitHub)