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.  

Setting the stage for how we act and speak in informal situations is a lot like hosting a dinner party—creating an environment of warmth, comfort, and inclusiveness. As the host, you turn on the figurative lights and gently pull guests into the conversation. Loosen your tie a little (but don’t take it off!). 

Delight guests with appropriate wit, and enter side conversations after listening first. Think about what you want them to feel while they’re there and what you want them to remember after they leave. 

While we can be informal when the situation calls for it, it’s important to remember that we are not a casual brand. We’re always professional because we help organizations navigate complex challenges in a new world of hybrid work. We celebrate giving individuals and organizations the space they need to succeed so they can do their very best work. Everything we do and say should support this strategic direction.   

When we speak informally or use humor, we should sound…

• Warm, not overfamiliar 
• Sophisticated, not juvenile or goofy 
• Subtle and reserved, not over-the-top or hammy
• Clever, not snarky or condescending 
• Witty, not cheeky  

An informal tone is perhaps most predominant in social media, but that doesn’t mean we can’t be informal in other situations when appropriate. Some examples include product UI, chatbots, customer service or support calls, and certain customer and partner communications, in-person events, and sales presentations.  

Here are a few things to ask yourself if you’re unsure whether informality is appropriate: 

• Is this the right situation? If so, how would Citrix act? What would Citrix say? Remember we are always insightful, optimistic, supportive, human, and clear. 
• Is this the right audience? If so, will they be in the right mindset? 
• Would it feel out of place? Kind of like showing up to a formal event in a T-shirt and flip-flops. 
• Would it trivialize my subject matter or my audience’s challenges? 

Our sense of humor is more of a wink than the squeak of a clown nose. It’s subtle, somewhat dry, and observational—we find moments of delight in everyday work experiences. Our commentary is optimistic with a dash of wit. We’re never sarcastic or childish.  

We use humor conservatively and judiciously, and only in informal circumstances. If you’re unsure whether humor would be appropriate for something you’re working on, send us a message, and we can talk through it with you.

1. Simple is smart. A little goes a long way. 
2. When in doubt, choose clarity over cleverness. If it feels forced or like only a few people would “get it,” consider a different approach.  
3. Don’t add a joke or aside for the sake of trying to be clever. Every word should facilitate the action you want your reader to take and should aid in comprehension. If it doesn’t make it easier for your audience to understand something, it’s not the best approach. 
4. Run your idea or content by someone. If you find yourself having to explain it to them, it’s not simple and inclusive enough. 

Learn how we sound in product:

• Product Design’s UX writing tips

Learn how we sound across our social channels:

• Social Media Platform Playbook

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.