diff --git a/handbook/README.md b/handbook/README.md
index aa2ca63881..c8f2d4e647 100644
--- a/handbook/README.md
+++ b/handbook/README.md
@@ -28,7 +28,7 @@ The Fleet handbook is the central guide for how we run the company. As part of o
 
 ### Product
 
-[Feature Flags](./product.md#feature-flags)
+[Feature flags](./product.md#feature-flags)
 
 [Fleet docs](./product.md#fleet-docs)
 
@@ -42,7 +42,9 @@ The Fleet handbook is the central guide for how we run the company. As part of o
 
 [Website](./growth.md#website)
 
-[Grammar guidelines](./growth.md#grammar-guidelines)
+[Communicating as Fleet](./growth.md#communicating-as-fleet)
+
+[Voice and grammar guidelines](./growth.md#voice-and-grammar-guidelines)
 
 ### Customer experience
 
diff --git a/handbook/growth.md b/handbook/growth.md
index 643c071a71..6aebc69d69 100644
--- a/handbook/growth.md
+++ b/handbook/growth.md
@@ -38,7 +38,17 @@ A browser compatibility check of [fleetdm.com](https://fleetdm.com/) should be c
 - Document any issues in GitHub as a [bug report](https://github.com/fleetdm/fleet/issues/new?assignees=&labels=bug%2C%3Areproduce&template=bug-report.md&title=), and assign for fixing.
 - If in doubt about anything regarding design or layout, please reach out to the Design team.
 
-## Grammar guidelines
+## Communicating as Fleet
+
+- **Sound positive**, and assume positive intent. A positive tone helps to empower our users and encourages them to succeed with Fleet.
+
+- **Be relatable**, friendly and sincere. Being relatable reminds our users that they're talking to another human that cares. Use simple words and sentences, especially in technical conversations. 
+
+- **Project confidence**, and be informative. Clearly tell users what they need to know, remembering to always stay positive so as NOT to sound overconfident.
+
+- **Manage risk, not fear**. Educate users about security threats positively. Risk management is smart, but focusing on fear can lead to poor decisions. We NEVER use fear as a communication and marketing tactic. 
+
+## Voice and grammar guidelines
 
 ### How to write headings & subheadings
 Fleet uses sentence case capitalization for all headings across Fleet EE, fleetdm.com, our documentation, and our social media channels.