Generating a long list of adjectives. Tone of voice and brand guidelines help us to quickly collect an array of potential adjectives. We can also consider adjectives that describe the purpose and goal of the product, or take inspiration from the Microsoft Desirability Toolkit.
I really like this part because it shows a creative and organized way to come up with ideas. Generating a long list of adjectives might seem simple, but it actually helps define the tone and personality of a product or brand. The mention of tone of voice and brand guidelines makes it clear that this isn’t random