# Punch anti-hype banned words list.
# Each line is a word or phrase that violates Punch's "write for clarity, against hype" principle.
# Case-insensitive, word-boundary match.
# Comments start with #. Blank lines OK.
#
# Per-project additions should go in brand/copy-brief.md under "Banned words" — they're
# appended to this master list at runtime.
#
# To add a new entry, drop a line. To remove (e.g., if a client legitimately uses one of these
# in their brand voice), override in copy-brief.md with a "preferred words" entry.

# Universal hype words — almost never useful in technical/B2B/cybersec/defense contexts
leverage
synergize
synergy
synergistic
seamless
seamlessly
robust
robustly
world-class
best-in-class
cutting-edge
state-of-the-art
revolutionary
disruptive
disruption
game-changing
game changer
mission-critical
enterprise-grade
next-generation
next-gen
unparalleled
unmatched
industry-leading
industry leader
paradigm shift
holistic
transformation
transformative
empower
empowering
unleash
unlock
harness

# Verbs used as nouns (marketing-speak)
solutioning
ideate
ideation
architect

# Vague action verbs (when used without specifics)
streamline
streamlined
optimize
optimized
revolutionize

# Buzzword phrases
at the end of the day
move the needle
low-hanging fruit
deep dive
take this offline
circle back
touch base
cross-functional
value-add
value proposition
pain points
frictionless
sticky
ground-truth
bleeding-edge
turnkey
plug-and-play

# Generic enthusiasm intensifiers (when applied to product, not customer outcomes)
amazing
incredible
phenomenal
extraordinary
remarkable
exceptional

# Vague comparative claims
faster
better
smarter
easier
# These flag for review. Sometimes legitimate ("4x faster" with proof), often vague.
# Reviewer's judgment: does the sentence prove the claim or just assert it?

# Filler scale words
massive
enormous
huge
tremendous
significant
substantial

# Cyber/B2B-specific over-claims worth flagging
fully automated
zero false positives
100% accurate
proactive defense
intelligent platform
AI-powered
ai-driven
# AI claims flag for review — the sentence needs to be specific about what the AI actually does
