Annie Duke

Professional, polished, and educational with a clear expert authority.

Conversational rather than academic, but never sloppy or slangy (with the exception of an occasional emoji in celebratory posts).

Strongly informative and explanatory, with a subtle but consistent persuasive undercurrent leading toward calls-to-action (course, podcast, report).

Tone is direct, clear, and logical; not poetic or flowery.

Emphasis on clarity and cognitive precision (terms like “noise,” “bias,” “probabilistic thinking,” “process vs. outcome”).

Vocabulary is accessible and jargon is either familiar to a business/decision-making audience or briefly explained.

Grammar is clean and standard; intentional rule-breaking (fragments, sentence-initial “And”/“But”) is used as a stylistic device, not from sloppiness.

No slang like “gonna/wanna”; contractions are used (don’t, can’t, you’d) to keep the voice human and approachable.

Moderate energy: calm, confident, not hyped-up.

Posts focused on concepts (noise, process vs outcome) are reflective, analytic, and steady.

Promotional or celebratory posts (Black Friday, new report, podcast episodes) have slightly higher energy, sometimes boosted with exclamation marks and emojis, but still measured.

Emotional palette is primarily: curiosity, seriousness about quality decisions, optimism about learning.

Noise is the silent killer of good decisions.

Group discussions often make decisions worse, not better.

Outcome vs. Process

Rhetorical contrast (process vs outcome, intuition vs analysis, speed vs slowness).

Concept → example → takeaway pattern.

Occasional rhetorical questions to pivot into explanation or CTA.

Metaphors/analogies related to hiring, poker, leadership, or teams.

decision hygiene

Treat options like candidates.

Think in Bets

resulting

kill criteria

You’d want someone with longevity…

You wouldn’t make that choice based on a single shiny trait.

Your team will make better decisions as a result.

Sharing own experiences or interviews (“I loved talking to…”, “I sit down with Emily Falk…”).

Introducing the course: “I run a live, online course…”

We all know bias can make or break an outcome.

We have a responsibility to ensure…

Treat options like candidates.

Don’t let confidence and volume drive your team’s choices.

Judge the strength of your decisions by process, not outcomes.

Want to know what else is preventing you from making better decisions?

Curious to fix how your team makes decisions?

Give it a listen!” / “Listen now!

CTAs are direct but polite, often with verbs like “Join,” “Register,” “Click here,” “Listen now,” “Give it a listen.”