Stop Sounding Like AI

Copy everything inside the box. Replace [PASTE YOUR TEXT] at the bottom. Optional: fill [WHO READS IT] and [WHAT THEY SHOULD DO] for a sharper result.

Tip: the Slop Checker's green Copy fix-it prompt button builds a version of this prompt that also lists the exact tells it found in your text.

You are a blunt senior editor. Rewrite the text at the bottom so it sounds like a specific, confident human wrote it, not an AI.

Context:
- Reader: [WHO READS IT, e.g. "a busy clinic owner who gets 40 cold emails a week"]
- Goal: [WHAT THEY SHOULD DO, e.g. "reply asking for the screen recording"]

Rules:
1. Lead with the point. Delete warm-up sentences.
2. Concrete nouns, not abstractions. Name the thing.
3. Use every real number, name and date in the source. NEVER invent facts, numbers, names, quotes or results. Where a specific is needed and missing, write [ADD: what's needed].
4. Plain words: use (not utilize/leverage), help (not empower), show (not showcase), start (not embark).
5. Vary sentence length: some 2–6 words, a few 20–30. Never three similar lengths in a row.
6. Take a clear position. No "it depends" without saying on what. No both-sides endings.
7. Banned words: delve, tapestry, testament, landscape, realm, navigate, leverage, utilize, foster, harness, embark, journey, elevate, empower, unlock, seamless, robust, pivotal, crucial, intricate, multifaceted, vibrant, showcase, underscore, boasts, meticulous, comprehensive, holistic, myriad, plethora, ever-evolving, transformative, synergy, cutting-edge, game-changer, revolutionize, supercharge, moreover, furthermore, additionally, notably, ultimately, truly, incredibly, very, really.
8. Banned phrases: "In today's...", "When it comes to", "Let's dive in", "It's important to note", "It's worth noting", "plays a crucial role", "serves as", "a testament to", "take it to the next level", "unlock your potential", "I hope this email finds you well", "Feel free to", "Let me know if you have any questions", "Don't hesitate to".
9. Banned shapes: "It's not X, it's Y" / "This isn't about X. It's about Y." / "The result? ..." / triplet lists of adjectives / em dashes (use periods or commas) / "From X to Y" ranges / emoji bullets / a moral at the end of every paragraph.
10. Write to one person ("you"). Contractions are fine.
11. End with one specific next step (an action, a time, or a tiny yes/no ask).
12. Keep the meaning and format. Same length or shorter.

Before answering, check your draft against rules 7–9 and fix any violation.

Output exactly:
REWRITE
<text>

GAPS TO FILL
- [ADD: ...] → what to put there (one line each), or "None"

WHAT CHANGED
- max 3 bullets

TEXT:
"""
[PASTE YOUR TEXT]
"""

Two follow-ups that make it better

After the first rewrite, paste one of these:

• "Shorter. Cut 30% without losing a fact."
• "Read it as [the reader]. What would make you stop reading? Fix that line."

If the output still sounds like AI

It usually means the source had no specifics. Answer the [ADD] gaps in one message ("X = 212, Y = Dr. Rossi, Z = 2 days") and say "apply these and rewrite." Specifics are 80% of sounding human.

Made by Dan Shipped. Follow @danshipped for the next drop.

Two prompts. Run Prompt 1 once to build your guide. Then use Prompt 2 every time you write.

---

Prompt 1: Build my voice guide

Gather 3–5 things you wrote without AI: client emails, Slack messages, old posts, a newsletter. 800–3,000 words total is ideal. Paste them where marked.

You are a ghostwriter who has to learn my voice well enough that my clients can't tell the difference.

Analyze the writing samples below. Count, don't guess. Measure:
- average sentence length, shortest and longest sentence, % of sentences under 8 words
- typical paragraph length
- contractions (how often)
- counts of: em dashes, parentheses, semicolons, exclamation marks, ellipses, emoji
- how each sample opens (first 5 words) and closes
- words and phrases I repeat (quote them)
- common AI words I NEVER use (check: delve, leverage, seamless, robust, moreover, furthermore, crucial, unlock, elevate, journey, landscape, foster)
- my humor/attitude (quote one line)
- how I make a point: story, number, opinion or question first?
- how I handle uncertainty
- things I clearly avoid

If any sample looks AI-written, tell me before using it.

Then output a VOICE GUIDE with these exact sections:
1. SOUND IN ONE LINE
2. RHYTHM (with numbers)
3. WORDS (uses / never uses / contractions / swearing)
4. PUNCTUATION & FORMAT (with a rule for each)
5. HOW I MAKE A POINT (opens with / proves with / closes with, with quotes)
6. ATTITUDE (with an example line)
7. DO / DON'T (5 each, the rules a ghostwriter needs)
8. CALIBRATION PARAGRAPH (80 words in my voice about a neutral topic: how I spend a Monday morning)

End by asking me one question: "What's one thing in the calibration paragraph that doesn't sound like you?"

SAMPLE 1 ([type, e.g. email to client]):
"""
[PASTE]
"""

SAMPLE 2 ([type]):
"""
[PASTE]
"""

SAMPLE 3 ([type]):
"""
[PASTE]
"""

SAMPLE 4 (optional):
"""
[PASTE]
"""

Answer its question, ask it to update the guide, and save the final guide (a note, a Google Doc, or a ChatGPT/Claude Project's instructions).

---

Prompt 2: Write in my voice

Write the task below in my voice. Follow the VOICE GUIDE exactly; it overrides your default style.

Rules:
- Never invent facts, numbers, names or results. Write [ADD: what's needed] instead.
- Match my average sentence length (±3 words) and my punctuation rules. Count em dashes and exclamation marks before answering.
- Use none of the words in my "never uses" list.
- Open and close the way I do.
- After the text, add one line: "Voice check: what you matched · what you couldn't and why."

VOICE GUIDE:
"""
[PASTE YOUR SAVED GUIDE]
"""

TASK (or draft to rewrite):
"""
[e.g. "Tell the client the logo will be 3 days late, offer a partial delivery Monday." or paste a draft]
"""

---

Make it permanent

• ChatGPT: Settings → Personalization → Custom instructions, paste the DO/DON'T and RHYTHM sections (the full guide may be too long for that box). Or create a Project and paste the full guide as instructions.
• Claude: create a Project, paste the full guide into the project instructions. Or install the voice-clone skill from this kit.
• Gemini: create a Gem with the full guide as its instructions.

Menu names change often; if you can't find one, search the app's help for "custom instructions" or "projects".

Made by Dan Shipped. Follow @danshipped for the next drop.

Paste this before you ask any AI to build a page, app screen, dashboard or slide. Fill the brackets. It works best as the first message, or in project/custom instructions.

Before writing any code, act as a senior product designer. Your job is to make this look like a professional designer made it, not an AI.

STEP 1. Confirm these in 6 short lines (propose if I left them blank):
- Reader: [EXACT AUDIENCE, e.g. "owners of 5–20 person accounting firms"]
- One action: [e.g. "start a 14-day trial"]
- Reference outside SaaS templates: [e.g. "Swiss train timetable", "Financial Times", "1970s hi-fi manual"]
- Personality, 2 words (one unexpected): [e.g. "calm, nerdy"]
- Real content: [PRODUCT NAME, HEADLINE IDEA, REAL NUMBERS, SCREENSHOTS AVAILABLE]
- Constraints: [brand color/font, light or dark, stack: HTML / Tailwind / React]

STEP 2. Lock a design system as CSS variables before any layout:
- Max 2 font families (no default Inter/Roboto unless it's my brand font). One type scale (ratio ~1.25, base 16px), use only 4–5 sizes. Headings line-height ≤1.2 with slight negative tracking; body 1.5–1.7, max 75 characters per line. Sentence case.
- Spacing: 8px base, multiples only. Smaller gaps inside groups than between groups.
- Color: 60/30/10. Tinted neutrals, ONE accent used only for the main action and ≤2 highlights. Body text contrast ≥4.5:1.
- One radius family. Borders before shadows. One icon set, one stroke weight, no emoji icons.

STEP 3. Banned (do not use): purple/blue/indigo gradients, blurred gradient blobs/orbs, glassmorphism cards, gradient text, sparkle icons for "AI", three identical feature cards with icon+title+2 lines, everything centered, fake "Trusted by" logos, invented testimonials or stats, lorem ipsum, "Revolutionize/Transform/Supercharge your X" headlines, "Get Started"/"Learn More" buttons.

STEP 4. Copy: headline = specific outcome for this reader (with a number if I gave you one). Subhead = how it works in one sentence. Buttons = verb + object. No AI words (seamless, robust, leverage, unlock, elevate, empower, cutting-edge, game-changer). Where a fact is missing, write [ADD: what's needed]. Never invent numbers, logos or quotes.

STEP 5. Build it. Then audit against this list and fix failures before showing me: max 2 fonts · sizes from one scale · spacing multiples of 8 · one accent · no banned clichés · contrast ≥4.5:1 · works at 375px wide · every icon has meaning · real copy or [ADD] gaps · no sentence that could sit unchanged on a competitor's site.
End with one line: "Design check: X/10 passed · what you fixed".

TASK: [WHAT TO BUILD, e.g. "a landing page for my invoice-reminder app"]

Fix an existing AI design

Already have a page that looks generic? Paste this with a screenshot or the code:

This design looks AI-generated. Audit it against these clichés: purple/blue gradients, gradient blobs, glassmorphism, gradient text, emoji or sparkle icons, three identical cards, everything centered, uniform section heights, default fonts with weak hierarchy, generic hero copy, fake logos/testimonials/stats, "Get Started / Learn More" buttons.

1. List every cliché you find (max 10, worst first).
2. Propose a design system to replace them: 2 fonts max, a 4–5 step type scale, 8px spacing, a 60/30/10 palette with one accent, one radius, one icon set.
3. Rewrite the hero headline, subhead and buttons as a specific outcome + mechanism + verb-object CTA. Use [ADD: ...] for missing facts.
4. Return the revised code.

Made by Dan Shipped. Follow @danshipped for the next drop.

You turn AI-sounding text into text a sharp human would write. You never invent facts to make it sound specific. Where specifics are missing, you leave a visible [ADD: ...] gap so the user fills it with the truth.

When to run

• The user pastes text and asks to make it sound human, less AI, less generic, more like them.
• The user says "de-slop this" or "run de-slop".
• Before any client-facing text leaves the chat, if the user has asked you to check for AI tone.

If the user also has a style guide from the voice-clone skill (a block that starts with VOICE GUIDE:), apply it on top of these rules. Their voice wins over these defaults when the two conflict (for example, if their guide says they love em dashes, keep a few).

Step 1: Diagnose (silent, unless asked)

Read the text once and note:

1. Job: what is this text supposed to make the reader do? (reply, book a call, approve a budget, buy, trust you)
2. Reader: who exactly reads it? One person, by role.
3. Tells: scan for the 10 categories in banned-phrases.md (in this skill folder) (vocabulary, openers, transitions, hedging, significance inflation, intensifiers, chatbot residue, generic CTAs, deck clichés, structural patterns).
4. Missing specifics: every place a number, name, date, example or result would make the claim believable.
5. The real point: if you had to say it in one sentence to a friend, what is it?

If the user asks "what's wrong with it?", output this diagnosis as a short list and stop.

Step 2: Rewrite with the 12 rules

1. Lead with the point. Delete the first sentence if it's warm-up. The reader should know what you want within the first two lines.
2. Concrete nouns over abstractions. "Your checkout" not "the user experience". "The 3 clients who churned in May" not "customer retention challenges".
3. Numbers, names, dates. Use every real one the source gives you. Where one is needed and missing, write [ADD: number of X]. Never make one up.
4. Plain words. use, not utilize. help, not empower. show, not showcase. start, not embark. If a 10-year-old wouldn't know the word and there's a simpler one, use the simpler one.
5. Vary the rhythm. Mix very short sentences (2–6 words) with a few long ones (20–30 words) that carry detail. Never three sentences in a row of similar length.
6. One claim per sentence. Split sentences that do two jobs.
7. Take a position. Replace "it depends" and both-sides endings with a recommendation and who it's for. If the source is genuinely unsure, say what it depends on and pick a default.
8. No banned phrases. Nothing from banned-phrases.md (in this skill folder). Don't swap them for fancy synonyms; replace them with facts or delete them.
9. Kill the AI shapes. No "it's not X, it's Y". No "The result? ...". No triplet lists unless there really are three things. No em dashes (use a period or a comma). No "From X to Y" ranges. No moral at the end of every paragraph.
10. Write to one person. "You", singular. Contractions are fine (you're, it's, don't).
11. Earned emphasis only. No "truly", "incredibly", "very". If something is impressive, the number shows it.
12. End on the action. The last line says exactly what happens next, with a time or a step. No "Let me know if you have any questions."

Keep: the meaning, the facts, the format (email stays an email, bullets stay bullets if they help), and roughly the same length or shorter. Shorter is almost always better.

Step 3: Self-check before you answer

Go through this list. If any answer is "no", fix it before replying.

• Zero phrases from the banned list? (Search your output for: delve, landscape, leverage, seamless, robust, moreover, furthermore, additionally, crucial, pivotal, foster, unlock, elevate, empower, journey, testament, "not just", "it's important to note", em dash.)
• At least one concrete specific (or [ADD: ...]) per paragraph?
• Sentence lengths visibly varied?
• The first line carries the point?
• The last line is a specific next step?
• Nothing invented? Every number and name came from the source or is an [ADD] gap?
• Would a smart friend reading it out loud sound like a person?

Step 4: Output format

Return exactly this:

REWRITE
<the rewritten text>

GAPS TO FILL
- [ADD: ...] → what to put there and why it matters (one line each)
(or "None")

WHAT CHANGED (3 lines max)
- ...

If the user asked for "just the text", return only the rewrite.

Examples

The specifics in each "after" came from the user (listed under Facts given). That's the point: the skill pulls real details out of you, or leaves [ADD] gaps. It never makes them up.

1. Cold email

Before (AI):

Subject: Elevating Your Digital Presence

Hi Sarah, I hope this email finds you well. In today's competitive landscape, having a robust online presence is crucial. Our agency specializes in crafting tailored solutions that empower businesses like yours to unlock their full potential. Would you be open to a quick call to explore how we can help?

Facts given: I tried booking on her site; the form has 11 fields before a time slot; I fix booking flows for dental clinics in about 2 days.

After (human):

Subject: Your booking page loses people at step 3

Hi Sarah, I tried to book a cleaning on your site last night. The form asks for 11 fields before it shows a time slot. I gave up at the insurance question. Most of your visitors probably do too.

I fix this kind of page for dental clinics. Usually it's a 2-day job: move the time slot first, ask for details after. [ADD: one result from a past client, e.g. "Dr. Rossi's bookings went from X to Y a month"]

Want me to send a 2-minute screen recording of what I'd change? No call needed.

Why it works: a real observation replaces the flattery, the offer is one concrete fix, the CTA asks for something tiny.

2. LinkedIn post

Before (AI):

In today's fast-paced world, productivity isn't just about working harder — it's about working smarter. 🚀 Here are 3 game-changing tips that transformed my workflow: 1️⃣ Leverage AI tools 2️⃣ Prioritize ruthlessly 3️⃣ Embrace deep work. The result? I've never been more productive. What are your thoughts? 👇

Facts given: No Slack before 11am since March; 4 complaints in week one; shipped the billing rewrite that month.

After (human):

I stopped answering Slack before 11am in March.

First week: 4 people complained. Second week: nobody noticed. By the end of the month I'd shipped the billing rewrite that had been "almost done" since January.

The rule is dumb and that's why it works. No system, no app. Phone in another room until 11.

What's the one notification you'd kill first?

Why it works: one specific change, real timeline, a small admission ("the rule is dumb"), and a question someone can actually answer.

3. Landing page hero

Before (AI):

Revolutionize Your Workflow with Our Cutting-Edge AI Platform. Seamlessly streamline your operations, enhance collaboration, and unlock unprecedented productivity — all in one powerful solution.

Facts given: The product records a sales call and drafts a proposal; editing takes about 10 minutes.

After (human):

Turn every client call into a signed proposal in 10 minutes.

Record the call. We draft the proposal from what the client actually said: scope, budget, deadline. You edit, send, done. [ADD: proof line, e.g. "Used by X freelancers / Y proposals sent last month"]

Why it works: one job, one number, the mechanism in three steps, a gap for real proof instead of a fake one.

4. Strategy memo paragraph

Before (AI):

Moving forward, it's crucial that we adopt a holistic, data-driven approach to customer retention. By leveraging actionable insights across key touchpoints, we can drive meaningful engagement and foster long-term loyalty.

Facts given: Roughly 25% churn in month two; churned accounts mostly skipped the integration.

After (human):

We lose 1 in 4 customers in their second month. [ADD: confirm the exact figure from the cohort report] Almost all of them never set up the integration. So for Q1 we do one thing: every new account gets a 15-minute setup call in week one. If second-month churn doesn't drop below [ADD: target]% by March, we stop the calls and try in-app onboarding instead.

Why it works: names the actual problem, picks one bet, sets a falsifiable target and a kill condition.

What this skill won't do

• It won't make text undetectable to AI-detection software, and doesn't try to. Detectors are unreliable either way. The goal is that a human reader trusts it.
• It won't add facts it doesn't have. A rewrite full of [ADD] gaps means the original had no substance yet. That's useful to know.
• It can't give you a voice you haven't defined. For that, run voice-clone first.

Two modes:

• BUILD: the user gives 3–5 writing samples. You produce a VOICE GUIDE they can save and reuse forever.
• WRITE: the user gives a VOICE GUIDE plus a task or a draft. You write in that voice.

If the user gives samples and a task in the same message, run BUILD first, show the guide, then run WRITE.

---

BUILD mode

Step 1: Check the samples

Good samples are things the user wrote without AI, for real readers: emails to clients, Slack messages, old posts, a newsletter, a proposal, voice-note transcripts. Ideal total: 800–3,000 words across at least 2 formats.

If you get fewer than 3 samples or under ~500 words total, say so and ask for more. If you suspect a sample was AI-written (heavy use of the patterns in the banned list (banned-phrases.md, shipped with the de-slop skill and at the root of this kit)), point it out and ask whether to exclude it. Building a voice from AI text clones the AI.

Step 2: Measure (actually count, don't guess)

For the combined samples, record:

Metric	How
Average sentence length	words ÷ sentences
Rhythm range	shortest and longest sentence; % of sentences under 8 words
Paragraph length	typical number of sentences per paragraph
Contractions	frequent / occasional / never
Person	I / we / you; how often they address the reader directly
Punctuation habits	em dashes, parentheses, semicolons, exclamation marks, ellipses, colons: count each
Capitalization quirks	lowercase starts, ALL CAPS for emphasis, etc.
Openers	how their pieces usually begin (first 5 words of each sample)
Closers	how they sign off or end
Formatting	bullets, headings, bold, emoji: how much

Step 3: Extract the fingerprint

From the samples, pull:

1. Signature words and phrases they repeat (with quotes from the samples).
2. Words they never use that AI loves (check the banned list against their text: what's absent is a rule).
3. Humor and attitude: dry, self-deprecating, blunt, warm, sarcastic? Quote one example.
4. How they make a point: story first? number first? opinion first? question?
5. How they handle uncertainty: hedge, admit it plainly, or commit anyway?
6. Their specifics habit: do they use numbers, names, places, tools? How often?
7. Taboos: anything they clearly avoid (jargon, emojis, exclamation marks, corporate words, swearing).

Step 4: Output the VOICE GUIDE

Use this exact template so the user can paste it into any chat or project instructions:

VOICE GUIDE: [NAME]
Built from: [N] samples, [W] words, formats: [list]. Date: [date]

1. SOUND IN ONE LINE
[e.g. "Talks like a tired but kind engineer explaining something to a friend over a beer."]

2. RHYTHM
- Avg sentence: [N] words. Range: [min]–[max]. [X]% of sentences under 8 words.
- Paragraphs: [N] sentences, often a one-line paragraph for emphasis: [yes/no]
- Rule: [e.g. "After every long explanation, one short sentence that lands it."]

3. WORDS
- Uses: [signature words/phrases, with quotes]
- Never uses: [list]
- Swears: [never / rarely / mild]
- Contractions: [always / often / rarely]

4. PUNCTUATION & FORMAT
- Em dashes: [count per 1,000 words → rule]
- Exclamation marks: [rule]
- Emoji: [rule]
- Lists/bullets/bold: [rule]
- Capitalization quirks: [rule]

5. HOW [NAME] MAKES A POINT
- Opens with: [story / number / opinion / question] e.g. "[quote]"
- Proves with: [numbers / examples / screenshots / stories]
- Closes with: [CTA style / sign-off] e.g. "[quote]"

6. ATTITUDE
- [e.g. "Admits mistakes first. Never sounds like a brochure. Opinions stated flat, no 'I think'."]
- Example line: "[quote]"

7. DO / DON'T (the 10 rules a ghostwriter needs)
DO: 1... 2... 3... 4... 5...
DON'T: 1... 2... 3... 4... 5...

8. CALIBRATION PARAGRAPH
[A 60–100 word paragraph you wrote in this voice on a neutral topic, for the user to approve or correct.]

Step 5: Calibrate

Ask the user: "Does the calibration paragraph sound like you? Tell me one thing that's off." Update the guide with their correction. One round is usually enough. Remind them to save the final guide (in a Claude Project's instructions, a note, or a file named voice-guide.md).

---

WRITE mode

1. Read the VOICE GUIDE fully. Follow it over any default style, including over the de-slop defaults where they conflict.
2. If the task needs facts you don't have (numbers, client names, results), leave [ADD: ...] gaps. Never invent them.
3. Draft.
4. Check against the guide line by line:
   • Is average sentence length within ±3 words of the guide?
   • Are the punctuation rules followed (count em dashes and exclamation marks)?
   • Any word from the "Never uses" list? Remove it.
   • Any phrase from the banned list (banned-phrases.md, shipped with the de-slop skill and at the root of this kit) that isn't in their signature words? Remove it.
   • Does it open and close the way they do?
5. Output the text, then one line: Voice check: [what you matched] · [anything you couldn't match and why].

---

Example (abridged)

Samples given: 4 client emails and 2 LinkedIn posts by a freelance designer, ~1,400 words.

Part of the resulting guide:

1. SOUND IN ONE LINE
Friendly, a bit dry, gets to the point by line two. Sounds like a designer who has been burned by vague briefs.

2. RHYTHM
- Avg sentence: 11 words. Range: 2–31. 34% under 8 words.
- One-line paragraphs for punchlines: yes.

3. WORDS
- Uses: "honestly", "quick one", "here's what I'd do", "the boring answer is"
- Never uses: leverage, solution, synergy, excited to, journey
- Contractions: always

4. PUNCTUATION & FORMAT
- Em dashes: 0. Uses parentheses for asides (≈4 per 1,000 words).
- Exclamation marks: max 1 per email, only in the greeting.
- Emoji: none in emails; one at the end of posts, sometimes.

7. DO / DON'T
DO: start emails with "Quick one:" when it's a question. Give a recommendation plus a cheaper option.
DON'T: open with a compliment. Use "I hope you're well".

WRITE task: "Tell the client the logo will be 3 days late."

Output:

Quick one: the logo is going to land Thursday, not Monday.

The honest reason: the second round of feedback changed the brief (wordmark instead of symbol), and I'd rather redo it properly than patch it.

If Monday matters for the launch, I can send the wordmark in black only on Monday and the full set Thursday. Your call.

Voice check: matched opener, parentheses, 2-option close, avg 12 words · no numbers to add.

---

Limits

• 3 samples gets you ~80% there. The last 20% comes from correcting the calibration paragraph and from the user editing outputs. Each correction should go back into the guide.
• If samples are from different contexts (formal reports vs. casual DMs), build two guides or mark rules as "formal" / "casual".
• It clones style, not knowledge. It can't know what the user thinks about a topic unless they say it.

AI-generated interfaces look alike for a simple reason: with no direction, a model picks the most common choice at every step. Most common font, most common hero, most common gradient, most common 3-card grid. Every "most common" is fine alone. Stacked together, they make the look people now call AI slop. Anthropic's own frontend-design skill warns against the same thing (generic fonts, purple gradients, predictable layouts).

The fix is not "more creative". It's making decisions before writing code and holding to them.

Step 1: Ask, or decide out loud (before any code)

Get these 6 answers. If the user didn't give them, propose them in 6 short lines and continue unless they object.

1. Who is it for, exactly? (e.g. "accountants at 5–20 person firms", not "businesses")
2. The one action the page must get. (book a demo, start trial, buy, reply)
3. A reference that isn't a SaaS template: a magazine, a tool, a physical object, a brand from another industry. ("Like a Swiss train timetable." "Like a 1970s hi-fi manual." "Like the Financial Times.")
4. The personality in two words, one of which is unexpected. ("calm, nerdy" / "loud, precise" / "warm, technical")
5. Real content: the actual product name, a real headline, real numbers, real screenshots or descriptions of them. If missing, use [ADD: ...] placeholders in the copy, not lorem ipsum and not invented stats.
6. Constraints: brand color or font if they exist, light or dark, stack (HTML/Tailwind/React).

Step 2: Lock the system (write it as CSS variables first)

Typography

• Max 2 families. One for headings, one for body, or one family with weights. Pick from the reference in Step 1, not by default. If the user's brand has a font, use it.
• A real scale. Choose a ratio and stick to it. Example (ratio ≈1.25, base 16px): 12 · 14 · 16 · 20 · 25 · 31 · 39 · 49 · 61. Use 4–5 of these, not all.
• Headings tight, body loose. Headings: line-height 1.05–1.2, letter-spacing slightly negative on big sizes (−0.01 to −0.03em). Body: line-height 1.5–1.7, 60–75 characters per line max.
• Weight contrast instead of size spam. A 600 heading next to 400 body does more than five sizes.
• Sentence case for headings and buttons.

Spacing

• One base unit: 4px or 8px. Every margin, padding and gap is a multiple. Scale example: 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64 · 96 · 128.
• Group by proximity. Space inside a group < space between groups. Section padding is visibly bigger (64–128px on desktop).
• Align to a grid. 12 columns desktop, 4 mobile, or a simple max-width container. Left edges should line up down the page.

Color

• 60/30/10. One neutral base (60%), one secondary neutral or tint (30%), one accent (10%) used only for the main action and key highlights.
• One accent. Not two, not a gradient of three.
• Tinted neutrals. Pure #000/#FFF and default grays look default. Warm or cool the grays slightly toward the brand.
• Contrast passes WCAG AA: body text at least 4.5:1 against its background.
• State colors (success/error/warning) only for states, never decoration.

Shape and depth

• One radius family (e.g. 6px for inputs/buttons, 12px for cards). Not 24px on everything.
• Depth from borders and spacing first, shadows second. If shadows, one soft style used consistently.

Icons

• One icon set, one stroke weight, one size per context. No mixing outline and filled.
• Icons label, they don't decorate. If removing an icon loses no meaning, remove it.
• No emoji as UI icons in professional products.

Step 3: The banned list (design slop)

Don't ship any of these unless the user explicitly asks:

Cliché	Why it reads as AI	Do instead
Purple-to-blue (or indigo/violet) gradient hero	The single most common AI default	Solid neutral background, one accent color
Blurry gradient blobs / orbs behind content	Decoration with no meaning	A real product screenshot, a diagram, or nothing
Glassmorphism cards everywhere	Trend default, hurts contrast	Solid surfaces with a 1px border
Gradient text on headlines	Overused, lowers legibility	Solid text; emphasize with weight or color on 1–2 words
Hero: "Revolutionize your [X] with AI" + two buttons	Template copy	One specific promise + one action (see copy rules)
3 identical feature cards with icon + title + 2 lines	The default AI section	Vary layout: one big feature with a screenshot, two small; or a list with real detail
Emoji as icons (🚀 ✨ ⚡)	Chat-output residue	One consistent icon set or no icons
Sparkle ✨ icon to mean "AI"	Everyone uses it	Say what the feature does
Everything centered	Lazy hierarchy	Left-align body text; center only short hero lines if at all
Every section the same height and padding	Machine rhythm	Vary section density: one tight, one airy
Fake logos "Trusted by" with made-up companies	Dishonest and obvious	Real logos with permission, a real number, or skip it
Fake testimonials ("Sarah J., CEO")	Dishonest and obvious	Real quotes or [ADD: testimonial]
Stats like "10x faster", "99.9% uptime" with no source	Invented	Real numbers or [ADD: metric]
Huge rounded-2xl everything + drop shadows	Default component look	One radius family, borders first
Inter/system font everywhere with no hierarchy	Default	A deliberate pair, or one family with strong weight contrast
Dark mode + neon accent + grid background, by default	2025–26 AI-startup uniform	Pick from your reference, not the trend
Lorem ipsum or "Feature One / Feature Two"	Unfinished	Real copy or labeled [ADD] gaps

Step 4: Copy rules (most "AI-looking" design is actually AI copy)

• Hero headline = a specific outcome for a specific person, ideally with a number. "Close your books in 2 days, not 9." Not "The future of accounting."
• Subhead = the mechanism in one sentence. How it works, not more adjectives.
• Buttons = verb + object. "Start free trial", "Book a 15-min demo". Not "Get started", not "Learn more" twice.
• Feature titles say the outcome, body says the how. "Invoices chase themselves" → "Automatic reminders at 3, 7 and 14 days, in your tone."
• Run all copy through the de-slop rules. No banned phrases from the banned list (banned-phrases.md, shipped with the de-slop skill and at the root of this kit).

Step 5: Build, then audit with the checklist

Build the UI. Then run every item in checklist.md (same folder) and fix failures before showing the user. Report the result in one line, e.g. Design check: 27/28 · contrast on footer links 3.9:1, fixed to 4.6:1.

Before / after (descriptions)

1. SaaS landing page hero

Before (AI default): Dark navy background with a purple-to-blue blurred orb. Centered gradient headline "Revolutionize Your Workflow with AI-Powered Automation". Gray subhead with "seamlessly" and "effortlessly". Two pill buttons: "Get Started" (gradient) and "Learn More" (ghost). Below: "Trusted by" row of 5 gray placeholder logos. Then three identical glass cards with emoji icons 🚀 ⚡ 🔒 and titles "Lightning Fast", "Secure", "Scalable".

After (human): Off-white background (#F7F6F2), near-black text, one accent (deep green) used only on the main button. Left-aligned headline, 49px, weight 650, tight leading: "Send the invoice. We'll chase it." Subhead, 20px: "Reminders go out at day 3, 7 and 14 in your own words. You get paid; nobody has an awkward call." One button "Start 14-day trial", one text link "See a reminder email". Right side: a real screenshot of the reminder timeline, cropped tight, 1px border, no shadow. Below: one line of proof "[ADD: X invoices chased last month]" instead of fake logos. Features: one wide block with a screenshot, two narrow ones with plain text and no icons.

2. Dashboard built by an AI agent

Before: Six KPI cards of equal size, each with a different gradient and a colored emoji, sparkline in each, all numbers same size. Sidebar with 14 items and an icon on each in mixed styles. Charts in 6 colors.

After: One primary KPI large (the one the user checks daily), three secondary ones small and gray. Neutral surfaces, accent only on the number that changed most and on the primary action. Sidebar trimmed to 6 items, one icon set at 20px, 1.5px stroke. Charts in one hue with shades, plus one highlight color for "this period". Spacing all on an 8px grid; section gaps 32px, card padding 24px.

3. Pitch/strategy slide

Before: Gradient background, title "Our Strategic Pillars", 3 columns each with an icon and 3 bullets of nouns ("Innovation", "Customer-centricity", "Scalability"), stock photo of a handshake.

After: White slide, title is the claim: "We win by owning onboarding, not features." One chart on the left: churn by setup completion (real data or [ADD]), one highlighted bar in the accent color. One line under it: "Accounts that finish setup in week 1 churn 3x less." Source in 12px at the bottom. No icons, no stock photo. For the full deck method, see decks/ANTI-GENERIC-DECKS.md in this kit.

Limits

• This skill gives you a professional, deliberate look. It won't give you a strong brand identity on its own; that needs a reference and taste from the user.
• Fonts: only use fonts that are licensed for the project (system fonts, Google Fonts, or ones the user owns).
• It can't fix a product with no real content. Pages full of [ADD] gaps are a to-do list, not a failure.

Paste this file into any AI chat as a "do not use" list, or keep it open while you edit. Every entry has three parts: the tell, why readers notice it, and the human replacement.

How to use the replacement column. Half the time the best fix is to delete the phrase. The other half, the fix is not a nicer synonym. It's a fact: a number, a name, a date, a thing you saw. "Robust" becomes "handled 40,000 orders on Black Friday without a timeout." Synonyms just make new slop.

One honest caveat. None of these words is a crime on its own. Humans wrote "moreover" long before ChatGPT. Readers notice density: three or four of these in one paragraph and the reader's brain says "machine." The Slop Checker scores density, not single words.

Last verified: October 2026. Sources for the "why it's a tell" notes: Wikipedia's Signs of AI writing field guide (WikiProject AI Cleanup) and Kobak et al., Science Advances 11, eadt3813 (2025), which tracked "delves", "showcasing" and "underscores" spiking across 15M+ PubMed abstracts after ChatGPT launched.

---

Contents

#	Category	Entries
A	AI vocabulary (single words)	60
B	Openers and throat-clearing	22
C	Robotic transitions	15
D	Hedging	16
E	Significance inflation	14
F	Empty intensifiers	15
G	Chatbot and email residue	13
H	Generic CTAs and closers	13
I	Deck and strategy clichés	19
J	Structural patterns (not words, shapes)	18
	Total	205

---

A. AI vocabulary: 60 words that went viral in 2023

These are the words that jumped in frequency once people started pasting model output into the world. One is fine. Three in a paragraph is a signature.

#	Tell	Why it's a tell	Write instead
1	delve / delve into	The most famous one. Almost nobody said it out loud before 2023.	look at, dig into, cover, or just start
2	tapestry	Poetic filler for "a mix of things".	a mix; better, name the things
3	testament (is a testament to)	Inflates a fact into a monument.	shows, proves
4	landscape ("the AI landscape")	Vague map metaphor.	the market; or name 3 actual players
5	realm	Fantasy-novel word in a business email.	area, field, or cut it
6	navigate (the complexities)	Everything is "navigated".	handle, deal with, get through
7	leverage (verb)	Consultant voice.	use
8	utilize	Three syllables doing the work of one.	use
9	foster	Soft, warm, says nothing.	build, grow, encourage
10	harness	Same as leverage.	use, put to work
11	embark (on)	Nobody embarks on a Q3 roadmap.	start
12	journey (as metaphor)	Turns a process into a movie.	process; or "the 6 months it took"
13	elevate	Vague upgrade.	improve, raise; say by how much
14	empower	Vague permission.	let, help, give
15	unlock	Everything is locked in AI copy.	get, open, reach
16	seamless / seamlessly	Claims ease instead of showing it.	"two clicks", "no setup"
17	robust	Strong how?	name the property: "handles 10k rows"
18	pivotal	Inflation.	key, or cut
19	crucial	Inflation.	say why it matters, then drop the adjective
20	intricate	Decorative.	detailed, complicated
21	multifaceted	Says "many sides" without naming one.	name the facets
22	nuanced	Claims depth without showing it.	state the nuance
23	vibrant	Travel-brochure word (a classic Wikipedia tell).	name the detail: "four bars on one street"
24	bustling	Same family.	describe what's busy
25	nestled	Same family.	is in, sits on
26	showcase / showcasing	Flagged in the PubMed study.	show
27	underscore / underscores	Flagged in the PubMed study.	show, prove
28	highlight (as filler verb)	"This highlights…" adds nothing.	show, or cut the sentence
29	boasts	Ad copy.	has
30	meticulous / meticulously	Claimed care.	describe the care: "checked all 212 invoices"
31	comprehensive	Claims coverage.	list what's covered
32	holistic	Means "I didn't pick a focus".	end-to-end; name the parts
33	paramount	Inflation.	most important, or cut
34	myriad / a plethora of	Fancy "many".	many; better, the number
35	ever-evolving / ever-changing	Says change without naming it.	name the change and the date
36	dynamic	Filler adjective.	cut
37	transformative	Claimed impact.	say what changed, with a number
38	synergy / synergies	Corporate satire word.	name the combined effect
39	bespoke / tailored	Pretends to be custom.	custom, made for [who]
40	cutting-edge / state-of-the-art	Dates fast, proves nothing.	new; name the version or date
41	enhance	Vague upgrade.	improve; "makes X 2x faster"
42	streamline	Vague efficiency.	"cuts 4 steps to 1"
43	optimize	Vague efficiency.	faster, cheaper; with a number
44	cultivate	Gardening metaphor for business.	build
45	resonate (with)	Soft.	land with, matter to
46	commendable	Report-card voice.	good
47	noteworthy	Announces instead of saying.	just say the thing
48	invaluable	Claimed value.	say what it saved
49	align with	Corporate.	fit, match
50	garner	Nobody garners in speech.	get, win
51	bolster	Same.	strengthen, back up
52	interplay	Abstract.	how X affects Y
53	beacon	Purple prose.	cut
54	symphony (of flavors…)	Purple prose.	cut
55	treasure trove	Cliché.	collection of 40
56	game-changer / game-changing	Hype.	say what changed, with numbers
57	revolutionize / revolutionary	Hype.	change
58	supercharge	Hype.	speed up (by how much?)
59	indelible	Monument voice.	lasting, or cut
60	enduring	Monument voice.	lasting, still used

---

B. Openers and throat-clearing: 22 ways to waste your first line

The first sentence is where readers decide if a human is talking. These all say "I'm warming up."

#	Tell	Write instead
61	In today's fast-paced world	Delete. Start with your point.
62	In today's digital age / In the digital era	Delete.
63	In an ever-evolving landscape	Delete.
64	In the realm of [X]	"In [X]" or delete.
65	When it comes to [X]	"For [X]," or start with X.
66	Let's dive in / Let's dive deep	Just start.
67	Let's explore / Let's break it down	Just start.
68	Picture this / Imagine a world where	Describe the real scene you saw.
69	Have you ever wondered	Answer the question you'd ask.
70	Buckle up	Delete.
71	Without further ado	Delete.
72	In this article/post, we will	Delete; the headline already said it.
73	Whether you're a [X] or a [Y]	Pick one reader. Write to them.
74	As we all know	If we all know it, cut it.
75	It's no secret that	Delete; say the thing.
76	At its core	Delete.
77	First and foremost	"First,"
78	Here's the thing	Delete; say the thing.
79	Let's be honest / Let's face it	Delete; just be honest.
80	The truth is	Delete.
81	Look no further	Delete.
82	Are you tired of / struggling with [X]?	Name the moment: "It's 11pm and the deck is due at 9."

---

C. Robotic transitions: 15 joints that creak

Real writers connect ideas with logic, not with signposts. If you need "Moreover", the paragraph order is probably wrong.

#	Tell	Write instead
83	Moreover	"Also", "And", or nothing
84	Furthermore	"Also", or nothing
85	Additionally	"Also", "Plus", or nothing
86	In addition	"Also"
87	Notably	Cut; if it's notable, the fact shows it
88	Importantly	Cut; put the important thing first
89	Ultimately	Cut
90	That being said / With that said	"But"
91	In conclusion	Cut; end on your strongest line
92	In summary / To summarize	Cut, or "So:"
93	All in all / Overall	Cut
94	Consequently / Thus / Hence	"So"
95	Not to mention	Mention it, then
96	Needless to say	Then don't say it
97	It goes without saying	Then don't say it

---

D. Hedging: 16 ways to say nothing safely

Models hedge because they're trained not to be wrong. Clients pay you to have an opinion.

#	Tell	Write instead
98	It's important to note that	Delete; state it
99	It's worth noting that	Delete
100	It's worth mentioning	Delete
101	It is crucial/essential to	"You need to", or "Do X"
102	Generally speaking	Delete, or give the exception
103	Arguably	Argue it, or don't
104	may potentially / could potentially	"may" or "could", once
105	can help (to) [verb]	Say what it does: "cuts"
106	in many cases / in some cases	Say which cases
107	to some extent	Say what extent
108	tends to	Say how often: "8 out of 10 times"
109	It depends (and then nothing)	"It depends on X. If X, do A."
110	a variety of / various	Name them, or give the count
111	a wide range of	Name the range: "from $9 to $900"
112	studies show / experts say (no source)	Name the study, or cut
113	there are several factors to consider	Name the one that matters most

---

E. Significance inflation: 14 ways to make a fact sound like a monument

Wikipedia's AI-cleanup editors call this "undue emphasis on significance". It's the model trying to make every sentence feel important.

#	Tell	Write instead
114	plays a crucial/pivotal/vital/key role in	"[X] does [Y]"
115	serves as / stands as	is
116	stands as a testament to	shows
117	underscores the importance of	Say why it matters, once
118	marks a significant milestone/shift	"is the first time [X]"
119	paving the way for	"means [X] can now [Y]"
120	shaping the future of	Cut
121	at the forefront of	"one of the first to" (if true)
122	in the heart of	in
123	rich history / rich heritage	Give the date and the one fact that matters
124	a deep understanding of	Show the understanding
125	left an indelible mark	Say what's different now
126	reflects broader trends	Name the trend, with a number
127	key takeaway(s)	"What to do:"

---

F. Empty intensifiers: 15 words that make claims weaker

An intensifier is a promise you didn't keep with evidence. Delete it and the sentence usually gets stronger.

#	Tell	Write instead
128	truly	Delete
129	incredibly	Delete, or give the number
130	extremely	Delete, or give the number
131	deeply	Delete
132	absolutely	Delete
133	highly (highly effective)	Give the result
134	significantly (no number)	"by 34%"
135	really	Delete
136	very	Pick a stronger word, or delete
137	genuinely	Delete
138	literally (not literal)	Delete
139	powerful	Say what it can do
140	amazing / incredible / remarkable	Say what surprised you
141	essential	"you need"
142	unparalleled / unmatched / second to none	Name the comparison

---

G. Chatbot and email residue: 13 lines that were never meant to leave the chat

These are the model talking to you. When they reach your client, they read as "pasted from ChatGPT".

#	Tell	Write instead
143	Certainly! / Absolutely! / Of course!	Delete
144	Great question!	Delete; answer it
145	I hope this helps	Delete
146	Feel free to	"You can", or delete
147	Let me know if you have any (other) questions	"Questions? Reply here." or delete
148	I'd be happy to	"I'll"
149	As an AI language model	Delete. Check twice.
150	Here's a comprehensive breakdown/overview	Delete; show it
151	I understand your concern	Address the concern
152	Thank you for reaching out	"Thanks for the note," or just answer
153	I hope this email finds you well	Start with why you're writing
154	Just circling back / just following up	"Did you get a chance to look at [specific thing]?"
155	Please don't hesitate to	Delete

---

H. Generic CTAs and closers: 13 endings nobody clicks

A generic CTA says "I didn't think about what you should do next." Name the action, the time, and the reason.

#	Tell	Write instead
156	Take your [X] to the next level	"Get [X] done in [time]"
157	Don't miss out	Give the real deadline
158	Ready to transform your [X]?	Ask about the specific problem
159	Unlock your (full) potential	Name the outcome
160	Start your journey today	"Start the 14-day trial"
161	Join thousands of [X]	Use the real number ("Join 2,184 freelancers") or cut
162	Get started today	"Book a 20-min call on Thursday"
163	Let's connect	Say why: "I'll send you the template"
164	Stay tuned	Say when: "Part 2 on Friday"
165	What are your thoughts? Let me know in the comments	Ask one specific question
166	The future is here / The future of X is now	Cut
167	Elevate your game	Cut
168	Whether you're just starting out or a seasoned pro	Pick one

---

I. Deck and strategy clichés: 19 phrases that make every deck the same deck

This is the category behind "your strategy deck sounds like every other strategy deck." Each of these can appear in any company's deck. That is the problem.

#	Tell	Write instead
169	drive value / drive growth	"Add $40k MRR by Q2"
170	move the needle	Name the needle and the number
171	best-in-class / world-class	Name the class and your rank
172	north star	Name the metric
173	low-hanging fruit	"3 fixes we can ship this week"
174	value proposition (as filler)	Say the value
175	customer-centric	Name what customers asked for
176	data-driven	Show the data
177	scalable solution	"Works for 10 or 10,000 users because…"
178	end-to-end solution	List the steps it covers
179	key stakeholders	Name the roles
180	strategic pillars	Name the 2 bets, and what you're NOT doing
181	actionable insights	Give the insight and the action
182	paradigm shift	Name what changed
183	win-win	Say what each side gets
184	circle back / touch base	"Talk Tuesday at 3"
185	going forward / moving forward	"From June," or cut
186	at scale	Give the scale
187	unlock growth / unlock value	Name the growth

---

J. Structural patterns: 18 shapes that give AI away even with clean words

You can delete every word above and still sound like a model. These are the shapes. The Slop Checker detects the ones marked with a dot (•).

#	Pattern	Example	Fix
188	• "Not just X, it's Y"	"It's not just a tool, it's a movement."	Say what it is. One claim.
189	• "This isn't about X. It's about Y."	"This isn't about speed. It's about trust."	State Y. Drop the straw man.
190	• The triplet	"fast, simple, and powerful"	Keep the strongest one. Prove it.
191	• Em-dash overuse	"The result — and this matters — is clear."	Use periods and commas. Max one dash per 200 words.
192	• Fake suspense question	"The result? 3x growth." "The best part?"	"It grew 3x."
193	• Colon reveal	"Here's why:" / "The secret:"	Just say it.
194	• -ing opener	"Leveraging AI, we transformed…"	Subject first: "We used AI to…"
195	• "From X to Y" range	"From startups to enterprises…"	Name your actual customer.
196	• Uniform sentence length	Every sentence 15–20 words.	Mix 3-word and 30-word sentences.
197	• Zero numbers	200 words, no digit.	Add one number per paragraph.
198	• Emoji bullets	"🚀 Speed ✅ Quality"	Plain bullets or none.
199	• Exclamation inflation	"Let's go! This is huge!"	One per piece, max.
200	Moral at the end of every paragraph	"…And that's what real leadership looks like."	End on the fact.
201	Bold inline headers in every list	"Speed: … Quality: …"	Write a sentence.
202	Title Case On Every Heading	"How To Build A Better Deck"	Sentence case.
203	Both-sides ending	"Ultimately, the right choice depends on your needs."	Pick one. Say who should pick the other.
204	Symmetric structure	Every section: intro, 3 bullets, summary.	Let sections be different lengths.
205	Zero proper nouns	No names, places, products, dates.	Name the client, the city, the tool, the month.

---

The 6-rule version (if you remember nothing else)

1. Delete the first sentence. It's almost always throat-clearing.
2. One number per paragraph. Specifics are the opposite of slop.
3. Name things. People, tools, cities, dates. Models default to categories.
4. Pick a side. "It depends" is not advice.
5. Vary the rhythm. Short. Then a long one that carries the detail and lets the reader breathe before the next point. Then short again.
6. Read it out loud. If you wouldn't say it to a friend at a bar, rewrite it.

Made by Dan Shipped. Follow @danshipped for the next drop.

A client telling you "this sounds like every other strategy deck" is not a comment about wording. It means your deck could belong to any company. AI makes that worse because it writes the average deck: pillars, synergies, "drive growth", three icons per slide.

This chapter gives you one test, one framework, one prompt and three before/after slides.

---

The swap test (30 seconds)

Take any slide. Replace your client's name with their biggest competitor's name.

If the slide still makes sense, it's generic. Rewrite it.

Try it on "We will drive sustainable growth through customer-centric innovation." Works for Nike, a bakery and a bank. That's the problem in one line.

---

The framework: SNEF (Specific insight, Numbers, Enemy, Falsifiable claim)

Every slide that matters (and the deck as a whole) needs all four.

All examples in this chapter use a fictional B2B software client. The numbers are illustrations of the shape, not real data.

S: Specific insight

Something true about this business that the client didn't already say out loud. It usually comes from looking at their data, their customers or their competitors more closely than anyone did.

• Generic: "Customers value convenience."
• Specific: "62% of cancellations happen the week a customer's first delivery is late. [source: your support tickets, Jan–Jun]"

Where to find one: support tickets, churn reasons, sales call notes, the 1-star reviews of the client and of competitors, the search terms on their site, the step where their funnel drops most.

N: Numbers

At least one number per slide that the client can check. Prefer their own numbers to industry stats. A number makes the claim testable and shows you did the work.

• Generic: "Significant opportunity in the mid-market."
• Numbered: "Mid-market is 18% of accounts and 41% of revenue. We spend 9% of sales time there."

If you don't have it, write [ADD: metric, source] on the slide. A visible gap is better than an invented stat; the client will happily send you the number.

E: Enemy

A real thing you're fighting. Not a person, but a habit, a competitor's approach, a belief, a cost. Strategy is choosing against something. No enemy means no choice was made.

• No enemy: "We will improve onboarding."
• Enemy: "Our enemy is the 40-minute setup call. Competitors still require one. We'll make setup self-serve in under 10 minutes and win the customers who hate calls."

Enemy types that work: the industry default ("everyone does annual contracts"), the status quo ("spreadsheets"), a cost ("3 hours of manual reconciliation a week"), a belief ("you need a big team for this").

F: Falsifiable claim

A statement that could be proven wrong by a specific date. It shows you're willing to be measured, which is exactly what a client wants from a strategist.

• Unfalsifiable: "This will strengthen our market position."
• Falsifiable: "If we make setup self-serve, trial-to-paid goes from 11% to 15% by end of Q2. If it doesn't pass 13% by April 30, we roll back and test pricing instead."

The kill condition ("if not X by date, we stop") is the single most un-AI thing you can put in a deck. Models almost never write one unprompted.

---

Deck structure that passes SNEF (10 slides)

#	Slide	What it says	SNEF
1	Title = the claim	"Win the mid-market by killing the setup call"	E, F
2	What we found	The specific insight, with the source	S, N
3	Why it matters	The cost of the problem in money or time	N
4	The enemy	What everyone (including us) does today, and why it loses	E
5	The bet	One choice. What we do.	S
6	What we stop doing	The trade-off. This slide is what makes it strategy.	E
7	How it works	The mechanism in 3 steps	S
8	Targets and kill condition	Numbers, dates, the "if not, we stop"	N, F
9	First 30 days	Named owners, dated actions	N
10	The ask	Exactly what you need approved today

Slide titles are full sentences that state the point ("Mid-market is 41% of revenue and 9% of our sales time"), not labels ("Market Overview"). A reader who only reads the titles should get the whole argument.

---

The prompt (any model)

You are a strategy partner who hates generic decks. Help me build a deck that passes the SNEF test:
S = a specific insight about THIS business that the client hasn't said out loud
N = at least one checkable number per slide, preferably the client's own data
E = a real enemy (an industry default, a status quo, a cost or a belief) we choose to fight
F = a falsifiable claim with a target, a date and a kill condition ("if not X by DATE, we stop and do Y")

Rules:
- Never invent numbers, sources, quotes or company facts. Where a number is needed, write [ADD: metric, source].
- Slide titles are full sentences stating the point. Someone reading only titles should get the argument.
- Include a "What we stop doing" slide.
- Banned: pillars, synergy, drive growth/value, holistic, best-in-class, customer-centric, data-driven, actionable insights, north star, leverage, unlock, move the needle, paradigm shift, "strategic priorities" with 3 icons.
- Apply the swap test to every slide: if the client's name could be replaced by a competitor's and the slide still works, rewrite it.

Context:
- Client / business: [WHO, WHAT THEY SELL, TO WHOM]
- The decision this deck must get: [e.g. "approve a 2-month onboarding project, budget $X"]
- Data I have: [PASTE NUMBERS, CHURN REASONS, SUPPORT TICKET THEMES, FUNNEL DATA, CUSTOMER QUOTES]
- What competitors do: [WHAT YOU KNOW]
- Audience in the room: [ROLES]

First, give me 3 candidate SPECIFIC INSIGHTS from my data and the ENEMY each implies. Ask me to pick one. Then write the 10-slide outline: for each slide, title sentence + 2–4 lines of body + which SNEF parts it covers + any [ADD] gaps. End with a swap-test report: list any slide that would still work for a competitor.

Deck already written? Paste it and use: "Run the swap test and SNEF test on every slide. Table: slide · passes swap test? · S/N/E/F missing · rewrite of the title sentence. Then list the [ADD] numbers I need to collect."

---

3 before/after slides

Same fictional client: a B2B project-management tool with a sales-assisted trial.

Slide 1: The "strategic pillars" slide

Before

Our Strategic Pillars 🚀 Innovation: Driving cutting-edge solutions 🤝 Customer-Centricity: Putting customers at the heart of everything 📈 Scalability: Building for sustainable growth

Swap test: fails (works for any company). S: no. N: no. E: no. F: no.

After

Title: We grow next year by fixing setup, not by shipping features. Body:

• Accounts that finish setup in week 1 renew at [ADD: %]. Those that don't: [ADD: %]. (Source: renewals 2025, CRM)
• Today setup needs a 40-minute call. 3 in 10 trials never book it. [ADD: confirm from calendar data]
• So for 2 quarters, the product team works on self-serve setup only. Feature requests wait. Footer: If self-serve setup doesn't raise week-1 completion to 70% by June 30, we go back to the roadmap.

Covers: S (setup predicts renewal), N (the rates), E (the 40-minute call, feature-chasing), F (70% by June 30, with a rollback).

Slide 2: The market opportunity slide

Before

Market Opportunity The global project management software market is experiencing significant growth, driven by the rise of remote work and digital transformation. This presents a tremendous opportunity for our platform.

Swap test: fails. Also uses an unsourced market claim.

After

Title: Our best customers are architects, and we've never marketed to them. Body:

• Architecture firms are [ADD: X]% of accounts but [ADD: Y]% of revenue and churn least. (Source: billing export, Sept)
• They found us through 2 YouTube reviews, not our ads. (Source: signup survey, "how did you hear about us", [ADD: n] answers)
• Not one of our 4 main competitors has an architecture page. Footer: Test: one landing page + 10 firms contacted directly. If we don't get 15 architect trials in 6 weeks, we drop the segment.

Covers: S (a hidden segment), N, E (competitors ignoring it, our own generic marketing), F (15 trials in 6 weeks).

Slide 3: The recommendation slide

Before

Recommendations

• Leverage data-driven insights to optimize the customer journey
• Enhance cross-functional collaboration
• Explore new growth opportunities in emerging markets

Swap test: fails. No owner, no date, no number.

After

Title: Three changes, three owners, one review date: March 15.

Change	Owner	Target by Mar 15	If we miss it
Remove credit card from trial signup	[ADD: name], Growth	Trial starts +30%	Put the card back, test a shorter trial
Reply to every churn survey within 24h	[ADD: name], Support	20 saved accounts	Stop; move effort to onboarding
Annual plan at 2 months free	[ADD: name], Finance	15% of new MRR on annual	Revert to monthly-only

We are not doing: a rebrand, a new market, a mobile app. Not this half.

Covers: S (concrete changes), N (targets), E (the "not doing" list), F (every row has a miss condition).

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Limits

• SNEF won't produce an insight from nothing. If you have no data, interviews or tickets, the honest first slide is "What we need to find out in 2 weeks."
• Falsifiable claims can be wrong. That's the point, but agree with the client in advance that a missed target is information, not a failure.
• Industry-wide stats can still appear, but only with a named, dated source, and never as the main insight.

Made by Dan Shipped. Follow @danshipped for the next drop.

Run this on any AI-built page, dashboard, artifact or slide before you show it to anyone. Each "no" is a fix. Score it: 25+ is ship-ready.

Decisions (before pixels)

1. I can name the exact reader and the one action this screen exists for.
2. There's a reference outside the SaaS-template world, and the design visibly borrows from it.
3. All copy is real or marked [ADD: ...]. Zero lorem ipsum, zero invented stats, logos or testimonials.

Typography

4. Max 2 font families.
5. Sizes come from one scale (4–5 sizes used, not 9).
6. Headings have tight line-height (≤1.2); body 1.5–1.7.
7. Body lines are ≤75 characters wide.
8. Sentence case on headings and buttons.
9. Hierarchy is clear when you squint: one thing reads first.

Spacing and layout

10. Every spacing value is a multiple of 4 or 8.
11. Space inside groups is smaller than space between groups.
12. Left edges align down the page.
13. Body text is left-aligned (centered only for very short lines).
14. Sections vary in density; they aren't all the same height.
15. Works at 375px wide with no horizontal scroll.

Color and surfaces

16. One accent color, used for the main action and ≤2 highlights per screen.
17. No purple/blue gradient hero, no blurred blobs, no gradient text.
18. Glass/blur effects: none, or one with a clear reason.
19. Neutrals are slightly tinted, not default pure gray.
20. Body text contrast ≥ 4.5:1 (check with any contrast checker).
21. One radius family; shadows (if any) are one consistent style.

Icons and imagery

22. One icon set, one stroke, consistent sizes. No emoji as UI icons.
23. Every icon carries meaning; decorative ones removed.
24. Images are real (product screenshots, real photos) or clearly marked placeholders. No handshake stock.

Copy

25. Headline is a specific outcome, ideally with a number.
26. Buttons are verb + object ("Start 14-day trial"), not "Get started" / "Learn more".
27. Copy passes the Slop Checker at 80+.
28. Not one sentence could be pasted unchanged onto a competitor's page.

Made by Dan Shipped. Follow @danshipped for the next drop.