One voice for all of Conduction. Different people who keep their own voice within it.
The voice belongs to Conduction: SMB-direct, concrete, short. It applies to everything we publish, from button labels to proposals.
A persona sits on top of that. It is a real person inside Conduction with their own voice, their own recurring themes, their own vocabulary, and in opinion-piece writing a recognisable frame. The voice stays Conduction; the persona colours it.
When something is published under a persona's name (a blog on rubenlinde.nl, an opinion piece in iBestuur, a guest contribution), use both the voice and the persona. When it's general Conduction copy (a product page, an email template, a tagline), only the voice applies.
Software developer first, founder second. Writes as a frustrated-but-pragmatic developer about digital sovereignty, Foreign Tech, NIH syndrome, and the SMB segment. Mildly cynical, constructive.
Add a persona when a second Conduction voice starts publishing regularly. Follow the structure of ruben.html: profile, scenes, audience, themes, vocabulary, metaphors, quote catalog.