The benefit of the reader is everything for us. Therefore, we imagine ourselves as the subscribers before writing anything. We communicate with the audience as we’d like the brand to communicate with us. We speak with the people in the same language. Usually in Russian, but in English also.
This approach helps us write about complex things in a simple way, omit all this bureaucratic nonsense and involve our readers in the communication process.
We write easily. But we can use several storylines and write with multi-layers also. In general, we like to play with words and are always open to new formats [taking your tone of voice in account, of course].