Liam Ottley

Overall, the style is professional but very human and conversational.

It sits between thought-leadership and personal-brand storytelling: authoritative about AI and business, but grounded in personal experience.

Primary modes: informative + persuasive + inspirational. Occasionally reflective and emotional (especially in the longer story post).

There is a strong sense of purpose and mission: helping others win in the AI space, not just self-promotion.

Semi-formal: clean grammar and structure, but with natural spoken-language phrasing.

Uses contractions regularly: "I’m", "we’re", "don’t", "can’t".

Mixes polished corporate language ("AI transformation partner", "enterprise security", "high-impact product") with relaxed phrases ("chase hype", "build things that matter", "top 1% of operators").

Authoritative but approachable. The writer is clearly an expert/operator, but comes across as a peer or guide, not a distant guru.

Confident, but not arrogant. Credibility is shown via concrete achievements (700k subscribers, 2,500 companies, Fortune 500 clients, Richard Branson’s island) and results, not boasting.

Optimistic and future-focused, with consistent emphasis on opportunity, momentum, and growth.

Medium to high energy: there is excitement and drive, but it’s controlled, not frantic.

Posts about hiring and calls for action have crisp, decisive energy.

Posts about milestones or events are more reflective and emotionally layered, with deliberate pacing and pauses.

The energy often ramps up toward the end of a post, especially when making a motivational point or CTA.

Where will AI be a year from now?

What do you need clarity on before the calendar resets?

How do you know if your idea is truly visionary or you’re just delusional?

Storytelling is a major device: personal anecdotes, timelines, specific scenes (e.g. standing on Richard Branson’s island, hosting an event in Sydney).

Contrast and tension are used: "Traditional consulting is dead." vs. the new solution; early doubts vs. later validation.

I wanted to build something real.

I wanted a story worth telling."

With every jump,

the company grew,

and so did we."

Direct emotional framing: "It genuinely frustrates me to say that – so we’re doing something about it."

Mostly first-person singular ("I") combined with first-person plural ("we") when referring to the company/team.

Second-person "you" is used directly to speak to the reader, especially in CTAs and when describing who something is for:

If you’re serious about starting or scaling an AI services business this year…

If you’re building something remarkable and want to share your story…

This isn’t for beginners.

I’m looking for the top 1% of operators in the AI space.

Drop it below 👇

Apply here:

Reach out us at hello@morningside.ai

Let me know in the comments if you’ve submitted an application!

If you’re serious about making your business an AI-first organisation, reach out…

If you want to build things that matter and not just chase hype, we’d love to chat.