Why I Started InContext
For too long, businesses have bent themselves around rigid software. But tech is finally reaching a point where we can build tools that adapt to us. This is my exploration of that shift
Your business shouldn't serve your software. But let's be honest—most of the time, it does.
You've seen it everywhere. Companies hiring expensive consultants to jam their workflows into rigid ERP systems. Teams forced to use interfaces that feel like punishment. Businesses spending months bending their processes around software built for someone else's idea of how work should happen.
This drives me crazy.
I'm a tech strategist. I've built systems, wrestled with architectures, lived in the world of APIs and databases. But I'm also obsessed with strategy, with design, with how we organize our work and empower ourselves.
And here's what I've been watching unfold: tech is finally reaching a point where we can flip this relationship.
The tools that used to require entire engineering teams are becoming accessible to everyone. The rigid architectures that locked us into inflexible systems are giving way to malleable, adaptable platforms. Small businesses are building custom solutions in weekends. Local companies are creating tools that rival what enterprises spend millions on.
This isn't about becoming a software company. It's about becoming the architect of your own efficiency.
I started InContext because this shift deserves more than surface-level trend reports or dense technical papers. It deserves exploration by people who aren't professional developers but who are curious about what's suddenly possible.
For years, I've been obsessed with these questions in the shadows, as a hobby. How do our tools shape our businesses? How can we leverage tech to become more creative, more productive, more empowered in our work? What happens when we stop adapting to our software and start making our software adapt to us?
This is my attempt to open up that conversation.
Every few weeks, I'll explore a specific shift happening in the tech world and translate what it means for your business. We'll look at new tools, emerging patterns, real experiments from people who are quietly discovering what's possible. Sometimes we'll get technical about software architecture—but always in service of practical possibilities.
I'm not here to persuade you to adopt every new trend. I'm here to help you see around corners. To spot opportunities others might miss. To give you permission to experiment with ideas that might seem too ambitious.
Most importantly, I want this to be a conversation. The best insights come from seeing how different people approach the same challenge. I want to hear about your experiments, your frustrations with current tools, your "what if" moments.
Think of this as your translator for what's shifting in tech—and what it means for how you work.
Because the future belongs to businesses that shape their tools, not the other way around.
Welcome to InContext.
—Stijn
P.S. A question for you; What are the three (tech) frustrations in your business you believe there simply must be a better way, but your people assure there isn’t? Let me know, let’s have a chat.