Dr Simon Jackson

Professional, expert, and authoritative, but highly accessible.

Conversational and human, with flashes of humor and light sarcasm.

Strongly informative and explanatory; occasionally persuasive when advocating for better practices or promoting tools.

Very structured and methodical in thought, even when the tone feels relaxed.

Clearly written for a LinkedIn / practitioner audience: calibrated for smart, time-poor professionals.

Mid-formal: vocabulary and concepts are advanced (statistics, experimentation, metrics), but phrased in plain, everyday language.

Frequent contractions: “don’t”, “it’s”, “you’re”, “I’ve”, “I’d”.

Swear words or heavy slang are avoided; instead uses light internet-native phrases (“IYKYK”, “cough”).

Generally medium-to-high energy but calm and controlled, not hypey.

Posts often start with a sharp, high-interest hook and then settle into a steady, thoughtful pace.

Emphasis lines (“This distinction matters.”).

Framing (“And that’s a problem.”).

Occasional exclamations (“My oh my.”, celebratory emojis, “🎉”).

Overall vibe: confident, grounded enthusiasm from someone who knows their domain very well.

Less mature teams…” vs “World-class teams…

If you want to run tests that make you feel good… If you want to run tests that make your business good…

They run the fewest experiments needed to meaningfully reduce risk and unlock opportunity across the product, not just one surface.

Repeating headers across sections: “First… Next… Finally…”

Used both early (for hook) and late (for comment prompts).

Often followed by an answer or a reframing, not left hanging.

It’s your illusion, after all 🪄

Technically Correct (the best kind of correct)

(Please don’t actually do this.)

It’s more like being a manager than a machine.

Clear pattern of “hook → reveal the problem → reframe correctly → actionable or conceptual solution”.

If you’re the team that runs experiments…

If you run online A/B tests…

Sharing personal experience, credibility, or introspection.

Presenting a product, video, or tool they created.

Broad practitioners (“we’re obviously doing great things”).

Or lightly referring to industry norms.

Start here: 👉 Teach another team to experiment.

Stick with the standard method that protects against false confidence.

If you’ve been following my work, keep an eye out.

Want to hit the comment section with questions to learn more? Go for it 🙂

Frequent “If this happened in your org…” / “Have you seen this dynamic…?” / “What’s your take…?”