Gijs Seubers

The author writes with a professional yet accessible tone that balances corporate authority with a community-focused, 'no-nonsense' Dutch business mentality. The voice is primarily informative and persuasive, often leaning into a 'thought leader' persona that challenges the status quo without being overly aggressive. It is structured and methodical, particularly in longer posts, but maintains a conversational ease that makes the content feel like a direct message to a colleague rather than a formal press release.

The writing is steady and confident. It does not rely on hype or exclamation-heavy marketing speak. Instead, it uses a 'calm urgency'—identifying problems (e.g., losing web traffic to AI) and offering solutions or community engagement (e.g., AI meetups) with a grounded, high-competency energy.

The author frequently uses rhetorical questions to frame problems ('Niet: "Gebruiken we genoeg AI?"'). There is a heavy reliance on short, punchy sentences to create rhythm. Direct audience engagement is a staple, often ending with a question or a call to comment. A unique trait is the blend of high-level strategic observation with very local, grounded logistics (mentioning specific street addresses or office locations).

The author uses a mix of first-person ('Ik', 'Wij') to establish presence and second-person ('je', 'jij') to create a direct connection. Commands are usually framed as logical next steps ('Reageer even', 'Zorg dat je bent waar je klant is') rather than aggressive sales tactics.