Jason Fairchild

The voice is professional, authoritative, and expert, but intentionally conversational and accessible.

It is clearly a founder / executive / thought-leader voice: confident, visionary, and slightly provocative while staying rational and grounded in data.

The tone is persuasive and informative with a light motivational undercurrent. It is not academic or dry, and not overly casual.

The style is structured and methodical rather than free-flowing. Ideas are well-organized, usually introduced with a clear thesis and then unpacked logically.

Energy level: medium-high. Posts feel energetic and forward-driving, but not breathless.

Optimistic about the future of tech, AI, and advertising.

Calmly contrarian when pushing back on hype or fear (e.g., around Amazon, AI creative).

Confident and decisive in predictions: uses words like 'inevitably', 'the future of', 'will be', 'is about to'.

Occasionally playful (e.g., 'open a can of Woopass', 'hell of a ride') to humanize the content.

Framing statements that define a concept, e.g., 'Advertising fundamentally comes down to a few simple things:'

Macro-level predictions, e.g., 'AI is about to blow up the tech + media economy as we know it.'

Industry contrasts, e.g., TV vs search/social, open web vs walled gardens.

Idioms and metaphors: 'skate where the puck is going', 'creative destruction', 'open a can of Woopass', 'eating the open internet', 'walled garden that squeezes its own tenants'.

Binary or sharp dichotomies: 'two kinds of problems: revenue problems and everything else.'

Occasional rhetorical questions, often embedded as 'Let’s say...' scenarios rather than direct question marks.

Tension-creating phrases like 'But here’s the hard part:', 'Let’s slow down.', 'This misses the point.'

Storytelling is used as seasoning, not the main dish: very brief anecdotes (friend creating an ad, his own founder journey, hiring stories) to illustrate concepts, not long narratives.

Frequent first-person singular 'I' when sharing opinion, experience, or authorship.

First-person plural 'we' when referring to his company/team or to the industry perspective he shares with peers.

Second-person 'you' when talking about startup life, marketers, or the reader’s mindset.

Direct, but respectful and inclusive. Feels like a peer explaining things, not a lecturer.

Mix of direct commands ('Understand where the real innovation in CTV is coming from.') and softer suggestions ('Check it out at the link in the comments.').

Often used to drive mindset shifts: 'Let’s slow down.', 'Remember, search ad creatives are free.', 'Understand where the real innovation in CTV is coming from.'

CTAs are usually soft imperatives: 'Check out...', 'Read the full piece...', 'Click the link below...'.