From one person to a team.
WHAT CHANGES
Consistency matters more Quality control becomes necessary Policy becomes necessary Training becomes necessary
WHAT TO ESTABLISH
A shared style brief Approved tools What may not be sent What must be reviewed Who is accountable
THE SHARED STYLE BRIEF
The single highest-return artefact. One document everyone uses.
It produces consistency without anyone thinking about it.
WHAT GOES WRONG AT SCALE
Inconsistent voice across the business Unverified claims published Confidential material sent to tools nobody assessed Different people using different tools
WHAT TO MEASURE
Errors reaching customers Whether output quality is consistent
WHEN TO FORMALISE
Once more than two or three people are using it regularly.
WHAT NOT TO DO
Mandate a tool nobody was trained on Assume consistency without a shared brief Leave the policy unwritten
THE PRACTICAL STEP
One page, one shared brief, one training session.
