Added writing principles (#17392)

Author: Sampfluger88

handbook/company/communications.md

@@ -712,7 +712,9 @@ Learn how to communicate as Fleet with guidelines for tone of voice, our approac
   - Infuse the core [values](https://fleetdm.com/handbook/company#values) into everything you write. 
   - Read and reread, then rewrite to make it shorter. Use links rather than explanations, short sentences. 
   - Get to where you feel like it’s really good, short, simple, and clear, hack away at any word that’s too confusing. 
-  - Don’t sound formal, sound welcoming so that anyone can understand. Translate "[puffery](https://www.linkedin.com/pulse/puffery-adam-frankl%3FtrackingId=SBVWxzqXTBm9qlO7Rw3ddw%253D%253D/?trackingId=SBVWxzqXTBm9qlO7Rw3ddw%3D%3D)" into "ease of use" or "readability". 
+  - Don’t sound formal, sound welcoming so that anyone can understand. Translate "[puffery](https://www.linkedin.com/pulse/puffery-adam-frankl%3FtrackingId=SBVWxzqXTBm9qlO7Rw3ddw%253D%253D/?trackingId=SBVWxzqXTBm9qlO7Rw3ddw%3D%3D)" into "ease of use" or "readability".
+    - Disarm puffery for engineers by replacing puffery with real data.
+    - Disarm puffery for the business by replacing puffery with ROI/RTO  (how much time and/or money is it going save the business?  Forget the details.  When will it pay itself back?)
   - Apply the advice about writing linked from the company values (the [Paul Graham](http://www.paulgraham.com/simply.html) essays). 
   - Create headings that make good permalinks, use links and add missing links. Indicate links by highlighting words that describe the content (Better SEO than lighting up “click here”). 
   - Don’t duplicate content, link to other places like the [values](https://fleetdm.com/handbook/company#values) or [“why this way”](https://fleetdm.com/handbook/company/why-this-way#why-this-way), but don’t make it awkward.