Voice and tone

Citrix language should reframe the way people see the world of work, offering actionable insights to make work more purposeful, creative, and innovative. It sounds knowledgeable, curious, fresh, and surprising. Not condescending, boastful, unapproachable, or obvious. 

How to sound insightful: 

• Tell people something new or offer a fresh take on familiar ideas.  
• Share the Citrix perspective.  
• Use statistics or cite research from trusted and reputable sources, when applicable.  
• Don’t reiterate what people already know, talk down to them, or make claims we can’t back up.  

We guide our audiences to a brighter future of work by carefully providing the right information and resources every step of the way, tailoring support to the mindset of the moment. It sounds positive, bright, grounded, and dynamic. Not unrealistic, out of touch, or excitable.  

How to sound optimistic: 

• Lead with the positive. Spend more time on the solution, not the problem.  
• Focus on the desired outcome, not the problem at hand.  
• Check your tone for doom and gloom.  
• Don’t harp on problems or take a negative tone. Encouraging new ways of doing business is more effective and inspiring than emphasizing what’s wrong.   

We convey a sense of quiet confidence, knowing there’s a solution for every workplace challenge. We answer every question and address every concern. It sounds caring, empathetic, confident, and encouraging. Not self-serving, bragging, or dismissive.  

How to sound supportive: 

• Put the reader first, acknowledging their needs and offering solutions to solve their problems. 
• Focus on what the reader is trying to accomplish.  
• Lead with solutions, not products.  
• Don’t make Citrix the hero. It’s not about us. Show how we help our customers, partners, and prospects achieve their goals. Avoid bragging and sounding salesy.  

The way you work is as personal as your fingerprint, so we address our audiences at an emotional level, focusing on the human experience and the real outcomes of our solutions. It sounds conversational, approachable, friendly, and down–to–earth. Not robotic, mechanic, or monotonous.  

How to sound human: 

• Write like you’re having a conversation, using everyday language—the kind people can understand the first time they read it.  
• Use words like you, your, we, our.  
• Create a natural rhythm and flow by balancing longer and shorter sentences.  
• Don’t use jargon, buzzwords, or insider terms, or speak indirectly to your reader (in third person).  

We don’t waste our audience’s time because we like the sound of our own voice. Our brand is about creating space, not taking it up. Less time reading, more time creating. It sounds simple, smart, and straightforward. Not abrupt, terse, boring, or rigid.  

How to sound clear: 

• Be direct and get to the point quickly. Be careful not to bury the lede. 
• Approach copy with a less-is-more mindset—value quality over quantity and clarity over cleverness.  
• Avoid clichés.  
• Use the active voice.  
• Make it scannable. Keep paragraphs short and use subheads.  

Always offer a fresh take on familiar ideas. There’s no need to reiterate what they already know. 

Help people see what’s possible with Citrix. Don’t harp on problems or take a negative tone. 

Use everyday language—the kind people can understand the first time they read it. That means you’ll need to scrub for jargon, buzzwords, and insider terms. 

Be supportive, not salesy. Lead with their need, never a product pitch. 

Take a less-is-more mindset, and always choose clarity over cleverness.