Camille covered a lot during her preso, but the one awesome take-away was to focus on our HXC–Highest Expectation Customer. The HXC are people that are potential customers/users of your product, but they are the hardest to convince. However, once they believe in your product, they will be the biggest advocates. Companies like AirBnb and Dropbox used this technique, and it also humanizes the language and voice you need to use in order to speak to this audience.
Side note, Camille shared an additional preso that captured the Voice Brand Standards for First Round… and I need to get a copy of it. There was some really juicy information in there too.