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Added writing principles (#17392)

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handbook/company/communications.md
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@ -712,7 +712,9 @@ Learn how to communicate as Fleet with guidelines for tone of voice, our approac
- Infuse the core [values](https://fleetdm.com/handbook/company#values) into everything you write.
- Read and reread, then rewrite to make it shorter. Use links rather than explanations, short sentences.
- Get to where you feel like it’s really good, short, simple, and clear, hack away at any word that’s too confusing.
- Don’t sound formal, sound welcoming so that anyone can understand. Translate "[puffery](https://www.linkedin.com/pulse/puffery-adam-frankl%3FtrackingId=SBVWxzqXTBm9qlO7Rw3ddw%253D%253D/?trackingId=SBVWxzqXTBm9qlO7Rw3ddw%3D%3D)" into "ease of use" or "readability".
- Don’t sound formal, sound welcoming so that anyone can understand. Translate "[puffery](https://www.linkedin.com/pulse/puffery-adam-frankl%3FtrackingId=SBVWxzqXTBm9qlO7Rw3ddw%253D%253D/?trackingId=SBVWxzqXTBm9qlO7Rw3ddw%3D%3D)" into "ease of use" or "readability".
- Disarm puffery for engineers by replacing puffery with real data.
- Disarm puffery for the business by replacing puffery with ROI/RTO (how much time and/or money is it going save the business? Forget the details. When will it pay itself back?)
- Apply the advice about writing linked from the company values (the [Paul Graham](http://www.paulgraham.com/simply.html) essays).
- Create headings that make good permalinks, use links and add missing links. Indicate links by highlighting words that describe the content (Better SEO than lighting up “click here”).
- Don’t duplicate content, link to other places like the [values](https://fleetdm.com/handbook/company#values) or [“why this way”](https://fleetdm.com/handbook/company/why-this-way#why-this-way), but don’t make it awkward.