# The discipline forming in the overlap

Brand specialists writing behavioural specs. Engineers writing prompts about tone. Nobody's hiring for either yet.

After working on AI-powered customer interactions for the past year, I'm starting to think we've been hiring wrong for both brand and engineering roles.

Brand specialists need to write behavioural specifications now. Not mood boards. Not adjective lists. Actual machine-readable instructions that produce consistent behaviour across every touchpoint.

And engineers? They're writing prompts about tone. About how something should feel. About the difference between "We apologise for the inconvenience" and "Sorry about that — let me fix it."

There's a discipline forming in the overlap. It doesn't have a name yet. But the people who figure it out are going to be very hard to replace.