Banned Words, Phrases & Uses
Category: voice
Sources: Direct founder instruction (2026-08-04), Voice Guide, MASTER-BUSINESS-PLAN.md (Trace Launch project, fetched 2026-08-23 — the extended banned-word list, cross-referencing trace-copy-style-rules.md in the Trace Launch project)
Confidence: high
Last Updated: 2026-08-23
This is the working reference for language that must not appear in Trace copy. It applies to public copy, internal wiki material, service descriptions, and delivery documentation unless a source is quoted verbatim.
| Avoid | Use instead | Rule |
|---|---|---|
| Gear | Apparel | Use "motorcycle apparel", not "motorcycle gear". |
| Paperwork | Documentation | "Documentation" is the general term for Trace's work and deliverables. |
| Lab | Test house | Use the role-specific term. |
| File | Documentation | Use "documentation" for general work or deliverables, for example "we create their documentation". |
| Technical file | Technical file | Use only when explicitly referring to the formal technical record for a product. |
| Protective products | PPE products | Use "PPE products" whenever this category needs naming. |
| Em dash (—) | Full stop, comma, colon, or parentheses | Do not use em dashes in Trace copy. |
| Seamless | (name what actually happens) | Corporate-consultancy filler; says nothing concrete. |
| Peace of mind | (name the actual outcome) | Same. |
| End-to-end | (name the actual scope) | Same. |
| Trusted partner | (say what Trace actually does) | Same. |
| Hassle-free | (name what's actually removed) | Same. |
| Solutions | (name the actual deliverable) | Same. |
| Leverage | Use | Plain verb, not consultancy-speak. |
| Cutting-edge | (name the actual capability) | Same. |
Also banned: any line that sounds quotable — rhymes, aphorisms, balanced-clause slogans. If it sounds like a slogan, it is probably wrong (master plan, final).
The existing prohibited claims and hype language remain in Voice Guide.