mp-design-system 1.2.64 → 1.2.65

package/src/content/real-life-examples/01-who-we-are-boilerplate.md

@@ -1,39 +0,0 @@
----
-title: Who we are / boilerplate
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-01
----
-
-# Before
-
-Malvern Panalytical technologies are used by scientists and engineers in a wide range of industries and organizations to solve the challenges associated with maximizing productivity, developing better quality products and getting them to market faster. Our focus is on creating innovative, customer-focused solutions and services to enhance efficiency and deliver tangible economic impact through chemical, physical and structural analysis of materials.
-
-Malvern Panalytical was formed by the merger of Malvern Instruments and PANalytical in January 2017 and employs more than 2,000 people worldwide. Malvern Panalytical is part of Spectris plc, the productivity-enhancing instruments and controls company.
-
-# After
-
-**About Malvern Panalytical**
-
-We draw on the power of our analytical instruments and services to make the invisible visible and the impossible possible. 
-
-Through the chemical, physical and structural analysis of materials, our high precision analytical systems and top-notch services support our customers in creating a better world. We help them improve everything from the energies that power us and the materials we build with, to the medicines that cure us and the foods we enjoy. 
-
-We partner with many of the world’s biggest companies, universities and research organizations. They value us not only for the power of our solutions, but also for the depth of our expertise, collaboration and integrity. 
-
-We are committed to Net Zero in our own operations by 2030 and in our total value chain by 2040. This is woven into the fabric of our business, and we help our employees and customers think about their part in creating a healthier, cleaner, and more productive world. 
-
-With over 2300 employees, we serve the world, and we are part of Spectris plc, the world-leading precision measurement group.
-
-**Malvern Panalytical. We’re BIG on small.™**
-
-{% alert %}
-### What's changed
-- **Big idea / better world**  
-  We’ve got a strong opinion – that when you make the invisible visible, the impossible becomes possible.
-- **Write like we speak**  
-  We’ve stripped out all of the business-speak (maximizing productivity, innovative, enhance efficiency) and focused on the real-life problems we’re helping to solve.
-- **Add energy**  
-  Note how using repetition in the second paragraph (the energies…the materials…the medicines…the foods) add a sense of drama.
-{% endalert %}

package/src/content/real-life-examples/02-event-announcement.md

@@ -1,38 +0,0 @@
----
-title: Event announcement / LinkedIn post
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-02
----
-
-# Before
-
-During the development of the synthesis process for pharmaceutical APIs, it is critical to ensure that elemental impurities associated with metal catalysts are scavenged prior to downstream processing of the drug substance. Traditionally, the effectiveness of scavenging processes has been determined using plasma-based instrumental techniques, such as ICP-OES or ICPMS. Although these methods provide a means of accurately detecting very low concentrations of elemental impurities, they can be time-consuming and costly to apply, delaying process development decisions.
-
-With the costs and risks associated with drug development steadily increasing, pharmaceutical companies must focus on how to improve efficiency in the research and development phases. This webinar will explore how and why pharmaceutical process chemists should leverage X-Ray Fluorescence (XRF) as a rapid, easy-to-use, easy-to-deploy elemental impurity screening tool in support of drug synthesis process development. We will present case studies which show how XRF can be applied as a costeffective and time-effective means of performing metal catalyst scavenger studies, supporting optimization of the effectiveness and efficiency of drug synthesis processes.
-
-# After
-
-**The life-changing magic of X-Ray Fluorescence. Detecting impurities in pharmaceutical APIs in minutes instead of hours.**
-
-Traditionally, the best way to check for elemental impurities was with plasma-based techniques such as ICP-OES or ICP-MS. They’re accurate, but time-consuming and costly.
-
-There is a faster, easier and more cost-effective way: X-Ray Fluorescence (XRF). It’s simpler to deploy and gives you results in minutes, not hours.
-
-So the opportunities to speed up development decisions can be huge.
-
-**What we’ll cover in this webinar:**
-- How XRF could work as part of your R&D process.
-- Case studies about how other process chemists are integrating XRF’s speed and costeffectiveness in their labs.
-
-
-{% alert %}
-### What's changed
-- **Big picture**  
-  We’ve added a headline that looks at the big picture (lifechanging magic), with a subheading that picks out the main benefit (minutes not hours).
-- **Say what's important**  
-  We’ve made the whole thing a lot shorter by taking out unnecessary details and things the reader already knows (pharmaceutical companies must focus on how to improve efficiency, etc.).
-- **Easy to skim**  
-  We’ve added in some subheadings and bullet points that are not only easy to skim but break up the text on the page (so it’s not two dense paragraphs of solid text).
-{% endalert %}

package/src/content/real-life-examples/03-customer-support-letter.md

@@ -1,58 +0,0 @@
----
-title: Customer support letter
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-03
----
-
-# Before
-
-You are receiving this email in relation to being Malvern Panalytical customer or user.
-
-**Why is support ending?**  
-Manufacture of the Mastersizer 2000 ceased in 2015 and Malvern Panalytical gave a commitment to fully support the system for the following 7 years. Many of the electronic and hardware components used within the system are no longer manufactured by Malvern Panalytical’s suppliers, meaning we will no longer be able to guarantee availability of the spare parts required to maintain the Mastersizer 2000. In addition, we may no longer be able to provide software updates, as introduction of new operating systems could cause the components used within the Mastersizer 2000 software to become obsolete.
-
-**What are my options?**  
-Malvern Panalytical understands that the Mastersizer 2000 forms a critical part of our customers’ business processes. Failure to upgrade to a fully supported system in a timely manner puts measurement continuity at risk. This may jeopardize the ability of our customers to deliver their products or services to the quality standards they require.
-
-Experience shows that in regulated environments, significant time is often required to ensure robust method migration and satisfactory completion of methods validation 
-documentation.
-
-The good news is that you do not need to do this alone. Malvern Panalytical’s specialist teams are available to partner you in assessing the requirements and timescales for method transfer. They will advise on your next steps, work with you to develop a transition plan, and support you through to installation, commissioning, and beyond.
-
-Contact us now to understand how we can best support you.
-
-# After
-
-Dear [name],
-
-We know how important your Mastersizer instruments are to you. So we wanted to remind you that from January 2022, we will no longer fully support the Mastersizer 2000.
-
-**A trusted workhorse retires**  
-When we stopped manufacturing the Mastersizer 2000 in 2015 we pledged to fully support it for 7 years. That time will soon be up. We will still do our best to help if you have an issue, but as many of the components are no longer manufactured, we can no longer guarantee full support.
-
-**We can help you find the best upgrade**  
-The good news is that there are a number of upgrades and replacements available which offer even better capabilities – and you can even take your existing data and methods with you.
-
-**Sourcing a replacement takes time. Start now.**  
-We know that transitioning to a new instrument needs careful planning, especially when you have complex regulatory requirements to meet.
-
-**We’re here to help with every step** – from sourcing the best replacement, to helping you install and transition all your analysis, so everything keeps running smoothly.
-
-Contact us now to see how we can best support you.
-
-{% alert %}
-### What's changed
-
-- **Say what’s important**  
-  We’ve put the thing most people need to know (when support ends) right at the top.
-- **Easy to skim**  
-  We’ve added in sub-headings and picked out the key points in bold.
-- **Small surprises**  
-  We’ve thrown in a small surprise - saying ‘a trusted workhorse retires’ – which adds an emotional touch that we know is true about how many customers feel about the Mastersizer 2000.
-- **Write like we speak**  
-  We’ve used words like ‘sourcing a replacement’, and phrases like ‘done in good time’ which sound more natural than ‘ensuring robust migration’ ‘assessing timescales’
-- **Approved by legal**  
-  All correspondence like this should still be shared with your legal / health & safety team for approval in the usual way.
-{% endalert %}

package/src/content/real-life-examples/04-delay-in-shipment-letter.md

@@ -1,62 +0,0 @@
----
-title: Delay in shipment letter
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-04
----
-
-# Before
-
-Dear Malvern Panalytical customer,
-
-As part of our on-going commitment to quality, we regularly evaluate our products to ensure they meet our high standards. During manufacturing process checks of the Insitec instrument, we identified a component quality issue that may affect the life expectancy of the laser module within the instrument. Please be rest assured, there are no safety implications regarding this component. Any degradation is readily detectable, can be resolved and perhaps more importantly will not produce incorrect results. We took the decision to pause shipments, begin a robust problem solving and resolution process to investigate the occurrence, and we are making good progress on understanding and resolving the issues. We have reached the point where we have an understanding of how to manage and resolve the issue. This has enabled us to resume shipments under a set of interim control measures, provided you accept such measures.
-
-**What is the impact on your installation?**  
-We are confident that the instrument once installed will operate within the required specification and provide value to your business. However there is a greater than normal risk that the instrument can show sudden reduction of the laser power. This can be resolved by intervention by Malvern Panalytical or one of our representatives. In order to avoid the uncertainty we have put in place interim control measures, this will require your input (see below). By providing us with monitoring data from your instrument, we are able to guarantee fast reaction times from our team in the event of a premature failure of the laser module.
-
-**What action is required by you?**  
-We require you to provide the background readings from your instrument on a weekly basis, so that we can monitor the performance and predict if laser failure is imminent. These readings will be handled in confidence. In that unlikely event that a failure is detected, you will be contacted by our customer service team and a new laser will be installed free of charge under the instrument’s warranty. Full instructions on how to send this data will 
-be provided on installation.
-
-# After
-
-Dear [name],
-
-We are sorry to tell you that our quality control checks recently identified a possible issue with the laser module in the Insitec instrument we were due to ship to you. As a precaution, we paused shipment.
-
-However, I’m pleased to say we now clearly understand the issue, there are no safety or accuracy implications, and we are confident we will soon have a permanent fix. So, if you are happy to accept our interim control measures, we can ship your instrument.
-
-**What’s the problem?**  
-There’s a component issue that could affect the life expectancy of the laser module, potentially leading to a reduction in power. This poses no safety issues and does not affect the accuracy of results in any way.
-
-**What if my instrument is affected?**  
-We are confident that your instrument will work as expected. In the unlikely event of a problem, we will replace the module free of charge.
-
-**Interim measures: monitoring your instrument’s performance**  
-If you send us weekly background readings, we’ll be able to predict any potential issues and react quickly. (We’ll show you how to take these readings on installation.) We will treat all your data confidentially.
-
-- **Yes, I am happy for you to monitor our unit**  
-  That’s great. We will ship your instrument straight away.
-
-- **No, I do not want you to monitor our unit.**  
-  That’s fine. We will ship your unit as soon as we have fully resolved the issue.
-
-
-{% alert %}
-### What's changed
-
-- **Say what’s important**  
-  We’ve cut the ‘padding’ (‘as part of our ongoing commitment to quality’) to get to the main point.
-- **Easy to skim**  
-  We’ve added in a few more headings that pick out the main points and help break up the text.
-- **Write like we speak**  
-  We’ve used phrases like ‘As you know, and ‘I’m pleased to say’ that are more conversational.
-- **Active sentences**  
-  ‘We’ll show you how to take these readings’ rather than ‘instruction will be provided’.
-- **Add energy**  
-  We’ve added a couple of short sentences (‘That’s great’. ‘That’s fine’.) to add a touch of positive energy while still being serious.
-- **Approved by legal**  
-  All correspondence like this should still be shared with your legal / health & safety team for approval in the usual way.
-
-{% endalert %}

package/src/content/real-life-examples/05-overview-events-training.md

@@ -1,41 +0,0 @@
----
-title: Overview of our events and training
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-05
----
-
-# Before
-
-**Events and training**
-
-Malvern Panalytical offers a comprehensive range of live events including webinars and seminars, user meetings, recorded events including presentations and videos, and onlineand classroom-based user training courses. As an acknowledged global market leader in material characterization instrumentation, we recognize our responsibility to share our expertise and experience solving real-life challenges with our customer base.
-
-We invite you to see why so many universities, industrial companies and government institutions use Malvern Panalytical events to educate their personnel in the application of technologies within the Malvern Panalytical portfolio of products.
-
-# After
-
-**Science moves faster when we share what we know.**
-
-Learn new stuff. Share knowledge. Geek out with others who are as deep into dynamic light scattering as you are.
-
-If you need new ways to re-think big challenges, want to sharpen your technical skills, or join a community of experts, we’ll have a webinar, seminar or training course that’s just 
-right.
-
-You’ll be in good company. Thousands of universities, institutions and companies use our events to train their people, too.
-
-
-{% alert %}
-### What's changed
-
-- **Big picture**  
-We’ve shifted the focus away from us (our comprehensive range of live events, etc.) to why it matters (learn/share/move faster).
-- **Write like we speak**  
-We’ve used phrases like ‘new stuff’ and ‘you’ll be in good company’ instead of ‘educate their personnel’ or ‘invite you to see’.
-- **Add energy**  
-We’ve opened with two super-short sentences, which instantly add energy.
-- **Small surprises**  
-We’ve thrown in an unexpected ‘geek out’, which instantly grabs your attention because it’s a 'real life observation'.
-
-{% endalert %}

package/src/content/real-life-examples/06-digital-product-description.md

@@ -1,40 +0,0 @@
----
-title: Digital product description
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-06
----
-
-# Before
-
-**OmniTrust advantage**
-
-Accelerating time to market while ensuring compliance with regulatory requirements is key to succeeding in today’s pharmaceutical industry. From instrument qualification to compliance and auditing software, Malvern Panalytical will help you minimize the risks associated with data integrity in the regulated environment.
-
-- Focused on protecting the integrity and traceability of your data?
-- Concerned about the time it takes to ensure data compliance with regulatory guidance?
-- Frustrated by configuring and validating instruments using different compliance tools?
-- Finding it challenging to access data on a range of platforms for both routine and external audits?
-- Constantly adapting analytical workflows to suit instrument capabilities rather than your own requirements?
-
-
-# After
-
-**Total integrity. No hassle. Eureka.**
-
-Compliance is essential – but we know what it’s like: an hour of lab time can mean another hour of form-filling. And there’s the added hassle of doing it all across systems that don’t talk to each other.
-
-At last, a break-through: OmniTrust. It joins up all your instruments and platforms, authorizes users, keeps all your data audit-ready – and is completely configurable to your 
-workflow.
-So you can focus on the science. OmniTrust has got your compliance.
-
-{% alert %}
-### What's changed
-- **Big picture**  
-The new headline instantly picks out the two main benefits – total integrity, no hassle.
-- **Small surprises**  
-The unexpected ‘Eureka’ in the headline adds a splash of humor. And we’ve used a real-life observation in the first paragraph (‘an hour of lab time can mean an another hour of form-filling’) to make it feel a lot more tangible and true to life.
-- **Add energy**  
-The final paragraph ends with two short, sharp sentences to add energy.
-{% endalert %}

package/src/content/real-life-examples/07-recruitment.md

@@ -1,42 +0,0 @@
----
-title: Recruitment
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-07
----
-
-# Before
-
-**Research & Development**
-
-R&D plays a major role in the continuous improvement of new and highly innovative technologies across all our market segments. Our Research & Development department is responsible for creating new products and maintaining and improving existing products. Bringing new and innovative products to the market in a fast and robust way, should keep Malvern Panalytical one step ahead of the competition.
-
-To succeed in Malvern Panalytical’s R&D department, you will need to be curious, proactive and creative in thinking both inside and outside the box. You will also need a passion for technology and have the drive and eagerness for continuous improvement and innovation. Are you a passionate and driven about software, hardware, or mechanical engineering and do you want to be part of our Global R&D network? Check out our current R&D openings!
-
-# After
-
-**Make a big difference**
-
-From forensics to nanotechnology, our scientific instruments help the world’s top researchers do ground breaking work on the small things that make big things possible.
-
-And much of our innovation starts in the labs, benches and brains of our R&D team. So we are always looking for people who can keep us at the top of our game.
-
-We’re after enquiring minds, imaginative thinkers, and proud geeks. Those who are irresistibly drawn to hard problems others can’t crack. Those who are always thinking *‘what if …’* .
-
-Scientists. Engineers. Programmers. Does that sound like you? Wherever you are in the 
-world. Join us.
-
-{% alert %}
-### What's changed
-
-- **Big picture / say what’s important**  
-Instead of talking about R&D in the broadest sense, we’ve started with a few real examples of what our customers use our instruments to do (from forensics to nanotechnology).
-- **Write like we speak**  
-We’ve swapped the jargon (continuous improvement, innovative, market segments) and used simple, everyday words instead (labs, benches & brains).
-- **Small surprises**  
-‘Proud geeks’ is an unexpected moment that also feels true to our people and culture.
-- **Add energy**  
-Notice how the super short sentences in the last paragraph (Scientists. Engineers.) adds punch.
-
-{% endalert %}

package/src/content/real-life-examples/08-industry-sector-1.md

@@ -1,43 +0,0 @@
----
-title: Industry sector 1
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-08
----
-
-# Before
-
-**Environmental monitoring instruments and technology to analyze and control air, water, and soil quality within regulatory norms.**
-
-The contamination of air, water, and land threatens our existence itself. According to some estimates, toxic pollution affects around 200 million people worldwide. Air pollution alone causes around seven million premature deaths, according to the WHO – while around two billion people have no access to safe drinking water. Besides this, other pollutants, such as respirable silica and asbestos, are known to cause severe respiratory diseases and death. Recognizing the urgent need to address these issues, regulatory bodies across the world have issued strict guidelines to control pollutants, in order to enable safe habitats and environments.
-
-Of course, controlling pollutants means measuring them – that’s why we’ve designed our environmental monitoring solutions in compliance with the strictest regulatory norms. They range from air filter analysis to monitor particle composition or respirable silica, to asbestos analysis in materials, soil analysis, and water treatment solutions for potable water and wastewater. And not only do our solutions help you comply with regulations, but they do so at a much lower cost of ownership – delivering significant commercial gains.
-
-
-# After
-
-**The big clean-up**
-
-**Detecting toxins in the world’s air, water and soil**
-
-Clean air, water and soil. These are the foundations of a healthy existence. Yet a quarter of the world’s population don’t have safe water to drink, and pollution and toxins kill millions prematurely every year.
-
-Tough guidelines are now focused on cleaning things up around the world. And our environmental monitoring systems are specifically designed to work to the strictest regulatory standards.
-
-Our systems include pollution detection in air, matter and soil – as well as water treatment solutions that make dirty water safe to drink.
-
-So you can take control, be compliant, save money – and above all, protect vulnerable 
-people, wildlife and habitats.
-
-{% alert %}
-### What's changed
-
-- **Big picture**  
-The new headline and sub-heading sum up the main story in a simple, down-to-earth way.
-- **Easy to skim**  
-Breaking two long, dense paragraphs into four shorter ones makes the whole thing feel less daunting to decipher.
-- **Write like we speak**  
-Instead of formal technical phrases like potable water, we’ve talked about making dirty water safe to drink.
-
-{% endalert %}

package/src/content/real-life-examples/09-industry-sector-2.md

@@ -1,47 +0,0 @@
----
-title: Industry sector 2
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-09
----
-
-# Before
-
-**Monitor and control soil quality within the regulatory norms**
-
-Growing populations increase the need for a better handling of our earth’s resources. Soil is a vitally important resource that supports approximately 90% of all human food, livestock feed, fiber and fuel requirements. Furthermore, soil is increasingly recognized as an important sink for atmospheric CO2 that can help offset greenhouse gas emissions due to the burning of fossil fuels. Unfortunately, soil is not renewable and readily suffers from erosion, contamination, acidification and degradation below that required to support profitable cultivation. For these reasons there is increasing pressure on governments to pass protective legislation and promote best practices for the sustainable exploitation of 
-soil.
-
-Soil chemistry is an important parameter for gauging the fertility of soils, particularly the carbon, nitrogen, phosphorus and trace heavy metal content. In natural, uncultivated soils, the concentration of these elements depends on biological activity and the composition of the underlying geology. However, in cultivated soils tilling, heavy cropping and fertilization can radically change soil composition.
-
-X-Ray Fluorescence (XRF) spectroscopy is a powerful analytical tool that can obtain useful elemental information to maximize crop growth and ensure product and environmental
-safety.
-
-
-# After
-
-**Soil is life**
-
-Life on earth depends on healthy soil: to grow almost all our food, many of our fibers – and increasingly, our biofuels too. But soil is non-renewable. If it gets stripped of its goodness, nothing will grow. Then it’s game over.
-
-In the wild, natural processes balance the carbon, nitrogen, phosphorus and trace metals that make soil fertile. But commercially cultivated soils need careful monitoring and regulating to stay healthy and productive.
-
-X-Ray Fluorescence (XRF) spectroscopy lets you understand your soil’s exact elemental mix – so you can keep it safe, fertile and as productive as possible.
-
-
-{% alert %}
-### What's changed
-
-- **Big picture**  
-The new headline and opening sentence takes us away from the detail (measuring soil quality) to the big picture (life itself).
-- **Say what’s important**  
-We’ve cut out empty words (increase the need for…) and unnecessary details (erosion, contamination, acidification, etc.) to help the really important stuff stand out (life on earth depends on healthy soil).
-- **Write like we speak**  
-We’ve replaced formal words like (approximately, furthermore, however) with everyday language like (but, if, so).
-- **Add energy**  
-Notice how throwing in a couple of short sentences (But soil is non-renewable. / Then it’s game over.) adds drama and pace.
-- **Easy to skim**  
-Three short paragraphs is a lot easier to take in than two long, dense paragraphs full of big words.
-
-{% endalert %}

package/src/content/real-life-examples/10-website-information.md

@@ -1,50 +0,0 @@
----
-title: Website information
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-10
----
-
-# Before
-
-**Support**
-
-Our Knowledge Center below offers free 24 x 7 access to our extensive library of instrument and application information. It provides a fast and convenient option for all your support needs.
-
-Alternatively, contact our global support team by phone or email through the Contact Us links.
-
-We can also provide multiple levels of support contracts - go to your products’ support page to see the contract options available. With premium support contracts we offer priority fast track options whereby entering your instrument serial number will gain priority email responses.
-
-
-# After
-
-**How can we help?**
-
-Calibrate your instruments. Troubleshoot a problem. Find out what that button really does. We have answers.
-
-**Dive in to our knowledge center**  
-It’s our huge freely available library of manuals, instrument and application information.
-
-**Contact us directly**  
-Use the links below to call, email or chat to us. 
-
-**Have a premium support contract?**  
-Remember to enter your instrument serial number for a priority response.
-
-(*Tell me more about premium support.*)
-
-
-{% alert %}
-### What's changed
-
-- **Write like we speak**  
-We’ve changed the big headline to what you’d actually say in real life. And we’ve gotten rid of formal words (alternatively, your support needs) for everyday ones (we have answers).
-- **Add energy**  
-Note how the short three opening sentences give the new version a lot more uumph.
-- **Small surprises**  
-Making a real life observation (‘find out what that button really does’) adds a flash of humor.
-- **Easy to skim**  
-We’ve added in a few sub-headings that make it easy to find the information you’re looking for.
-
-{% endalert %}

package/src/content/real-life-examples/11-internal-update.md

@@ -1,37 +0,0 @@
----
-title: Internal update
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-11
----
-
-# Before
-
-**Academia-friendly web pages**
-
-One of the elements of marketing campaigns is to drive traffic to our website and to encourage people to register on our website. A registration (in comparison with a ‘look’) indicates a more serious interest in our products and services and is something we are keen to capture.
-
-Web pages are designed to answer a user requirement or question and to provide a snippet of information that will encourage a user to interact with us further. We have compiled User Requirements for academia web pages from various Voice of the Customer (VoC) surveys that have been conducted recently. We have identified some significant user questions that are unique to academic users. We are working towards addressing those for an academia-specific part of our web site and are currently busy writing landing pages.
-
-# After
-
-**Academics told us what they want. What they really, really want.**
-
-When people visit our site, we ideally want them to register. But Academics don’t sign up as much as other visitors.
-
-Recent ‘Voice of the Customer’ surveys have given us a much clearer idea of what Academics are looking for. (Basically – they want insights into research trends.)
-
-So we’re creating a new Academia-specific area for the site. The new pages should be up by July.
-
-{% alert %}
-### What's changed
-
-- **Small surprises**  
-Throwing in a pop culture reference just adds a touch of humor (but it makes sense even if you don’t get the reference).
-- **Big picture / say what’s important**  
-Instead of over-explaining ‘how marketing works’ we’ve got straight to the point (Academics don’t sign up as much as other visitors).
-- **Write like we speak**  
-We’ve ditched formal, stuffy words and phrases (user requirements, interact with us further, compiled, addressing) for simpler, more straightforward ones (but, basically, so).
-
-{% endalert %}

package/src/content/real-life-examples/12-value-proposition.md

@@ -1,44 +0,0 @@
----
-title: Value proposition
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-02-12
----
-
-# After
-
-**Asset Manager: unleash the potential of your data**
-
-Asset Manager is a cloud-based ‘control room’ that connects and monitors all of your [XRF] instruments, giving you a clear picture of both the health of your instruments and the quality of your measurements, wherever you are in the world.
-
-Asset Manager brings everything together in one simple web-based dashboard, accessible instantly by whoever you need: from site managers to remote service engineers to your partners.
-
-Asset Manager is also continually analyzing your data – monitoring many instrument variables and flagging anomalies in real time. It’s like having a new trusted member of your team who’s completely dedicated to getting the most out of your instruments.
-
-This combination of connection, access and smart monitoring **unleashes the potential of your data** – giving you better information and deeper insights, so you can get the most out of your equipment, your process productivity, and your teams.
-
-**Unleashing the potential your data means you can:**
-
-– **Understand** more deeply the full picture of how everything is running;<br>
-– **Optimize** to get the most out of your instruments and process productivity; and<br>
-– **Predict** potential issues and proactively prevent issues before they occur.
-
-{% alert %}
-### Notes
-
-This is the introduction to the value proposition for our Asset Manager software. (There’s also a second section that breaks down the main uses in more detail.) It was written with our tone of voice in mind right from the start.
-
-**Big picture**  
-The heart of the proposition are two ideas that bring to life the benefits of the software in a strong and memorable way: that Asset Manager *unleashes the potential of your data*, and that *it’s like having a trusted new member of your team.*
-
-**Write like we speak**  
-The whole proposition is written in clear, everyday language and avoids jargon or corporate-speak.
-
-**Add energy**  
-Although there are no short sentences, the value proposition uses the power of rhythm in several places to add energy. Eg: ‘*from site managers to remote service engineers to your Malvern Panalytical partners*’.
-
-**Easy to skim**  
-The idea of ‘unleashing the potential of your data’ is easily skimmable as **understand**, **optimize** and **predict**.
-
-{% endalert %}