Welcome!
InContext helps you understand what shifts in technology and software architecture mean for your business – even if you're not a tech company.
I explore how tech shifts are democratizing tool creation, and creating new possibilities for entrepreneurs and traditional businesses. Whether you're running a manufacturing company, a consulting firm, a local service business, or anything in between, I translate complex technological changes into practical opportunities you can actually use.
Hey! 👋 I'm Stijn, founder of incontext
I believe the most exciting innovations happen when regular businesses discover what's suddenly possible with evolving technology. You don't need to become a software company to benefit from software thinking.
What to expect
I specialize in translating complex technological shifts into clear, actionable insights. My exploration focuses on uncovering the stories, strategies, and experiments of businesses that are discovering new possibilities with emerging tools and approaches.
Beyond helping you understand what's changing in the tech landscape, my work helps you see around corners and spot opportunities others might miss. You'll discover how shifts in software architecture, new tools, and changing approaches to building systems create openings for innovation in your industry.
My thinking has been shaped by conversations with entrepreneurs across industries who are quietly experimenting with what's possible, often achieving results that surprise even them.
As a subscriber, you get bi-weekly insights exploring:
How no-code and low-code tools are letting non-technical teams build sophisticated solutions. Why the shift toward API-first architecture means small businesses can now integrate powerful capabilities without massive technical overhead. What happens when AI becomes a practical tool rather than a distant concept. How businesses are using new approaches to data, automation, and customer interaction to compete in ways that weren't possible just a few years ago.
I focus on real experiments, practical applications, and the kinds of "aha" moments that make you see your business differently. This isn't about chasing every new trend – it's about understanding which shifts actually matter and how you might apply them.
Who this is for
If you're an entrepreneur, business owner, or leader in a traditional industry who's curious about what technology can do for your world, this exploration is designed for you. I write for people who want to understand and experiment, not necessarily become developers.
You might be running a professional services firm wondering how to automate repetitive processes, a manufacturer exploring new ways to track inventory and supply chains, or a local business owner curious about building better customer experiences. The common thread is curiosity about what's possible and willingness to experiment.
Join the conversation
This isn't a one-way broadcast – it's an ongoing exploration. I learn as much from readers' experiments and questions as I hope you learn from my research. Every issue includes an invitation to continue the conversation, and I read every reply.
