# FreakOut Holdings Brand Voice

> Human-centric, bold, and intellectually rigorous with a rebellious edge.

## Positioning
FreakOut is a global technology holdings group focused on redefining the relationship between humans and technology. It positions itself as a catalyst for "human-like work" in the AI era, targeting professionals and organizations that value conviction, grit, and meaningful labor.

## Voice principles
*   **Human-Centric:** Focuses intensely on the value of people and "human-like" work over automation for automation's sake.
*   **Provocative:** Uses strong, slightly disruptive language like "Make Some NOISE!" and "surgical" metaphors to describe business reform.
*   **Resolute:** Communicates with a sense of mission and "belief" (信念), emphasizing the ability to push through "pain" to achieve results.
*   **Global and Ambitious:** Balances Japanese corporate roots with a high-energy, international outlook focused on winning in major markets.

## Tone by context
| Context | Tone |
|---|---|
| Hero / Vision | Bold, philosophical, and imperative (e.g., "Give People Work..."). |
| Editorial / Media | Narrative, introspective, and gritty (focused on "pain" and "victory"). |
| Corporate / IR | Formal, structured, and compliant. |
| News / Press | Informative, strategic, and forward-looking. |

## Lexicon
- **Use:** 人に人らしい仕事を (Work that requires a person), チームで勝つ (Win as a team), 信念 (Belief/Conviction), 改革 (Reform), 巻き込む (Involve/Engage), AI時代 (AI Era).
- **Avoid:** Not evident from captured copy, but generally avoids passive or overly soft corporate jargon.

## Messaging do's and don'ts
*   **Do:** Use strong verbs and nouns that suggest action and impact (e.g., "メスをーー" or "cutting into").
*   **Do:** Highlight the human element behind the technology or business strategy.
*   **Do:** Acknowledge the difficulty or "pain" of real change rather than promising easy solutions.
*   **Don't:** Use generic "synergy" or "innovation" buzzwords without a human or strategic anchor.
*   **Don't:** Sound timid or overly apologetic when discussing market competition.

## Evidence
*   "Give People Work That Requires A Person."
*   "Make Some NOISE!"
*   "不合理な組織にメスをーー「痛み」を伴う改革、やり遂げる信念" (Surgically addressing irrational organizations—reform accompanied by 'pain', the conviction to see it through).
*   "器用貧乏な自分を受け入れ「チームで勝つ」" (Accepting one's 'jack-of-all-trades, master of none' self to 'win as a team').