Michael Wilkinson

Professional, expert, and B2B-focused, but delivered in a conversational, accessible, human tone.

Strongly oriented around sales, value selling, leadership, and complex B2B buying.

The style is instructive and thought-leadership driven, but avoids sounding lecturing or pompous.

The voice balances authority (“here’s what separates the good from the great…”) with curiosity and dialogue (“What are your thoughts…?”).

Semi-formal: polished and professional, but relaxed and human.

Uses contractions (you’ll, it’s, we’ll) and natural spoken phrasing.

No slang, but plenty of everyday business language: “hit year-end numbers”, “swelling pipelines”, “discounting”, “on the board”.

Medium-to-high energy: purposeful, urgent when discussing problems (pressure, margins, year-end), but not hyped or “salesy”.

Tone is encouraging and motivational, not aggressive.

Pressure vs. calm

Value vs. discounting

Average vs. great

Human originality vs. AI sameness

Do you understand your customers as well as you understand your products?

So what can you do and how can you prepare your champion to do your selling on your behalf?

AI is making average sound smart, but risks making smart sound average.

Activity goes up, thoughtfulness goes down.

real problem, real urgency and real access…

reshaping buyers, reshaping sellers, and… reshaping us all…

Framing with “simple questions” or “simple distinctions” that guide behaviour.

If you had to add a fifth tip, what would it be?

What are your thoughts on the impact of AI?

Keep selling the value!” (with “Value” often capitalised in some contexts).

Dominantly second-person (“you”, “your team”) to involve the reader.

First-person singular “I” used when sharing personal actions or opinions (podcast appointments, tools they use).

First-person plural “we” appears in inclusive or shared-context statements (“we’ll be diving into…”, “as we move towards Christmas…”).

Let me know in the comments.

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Keep selling the value!

Suggestions appear as reflective prompts rather than soft hedging (“Here’s a simple question for you and your team…”).