Vivian de Jonge

Why this persona fits the audience

She advises startups in Amsterdam on no-code workflows and is turning repeat prompts into a small AI onboarding kit. She tracks client requests in Notion and spreadsheets, uses paid AI and design tools, and is fairly skeptical of community hype even though she builds with AI every week.

• Age: 33
• Location: Amsterdam, Netherlands
• Occupation: No-code consultant
• Income: €64k from consulting
• Education: Master's in business information systems
• Company size: Solo practitioner (100% freelance)
• Years in role: 6

“I don't need another tool that promises to do everything; I need one thing that does exactly what it says without breaking when the internet sneezes.”

Vivian de Jonge is a seasoned no-code consultant based in Amsterdam, navigating the intersection of traditional business logic and emerging artificial intelligence. At 33, she holds a Master's in Business Information Systems, a background that grounds her in the necessity of structural integrity within digital ecosystems. Unlike many peers who chase the latest viral AI trend, Vivian operates with a grounded skepticism, viewing technology strictly as a means to achieve tangible business outcomes rather than an end in itself. Her career trajectory has evolved from implementing basic CRM automations for local SMEs to architecting complex, multi-agent AI workflows for scaling startups. Currently, she runs a solo consultancy generating approximately €64,000 annually, operating out of a quiet, sunlit room in her shared De Pijp apartment. Her workflow is a carefully curated blend of Notion for project tracking, Google Sheets for financial transparency, and a suite of paid AI and design tools that she has personally vetted for reliability. Recently, she has been quietly developing a proprietary 'AI Onboarding Kit,' transforming her most effective client prompts into a standardized package intended to help non-technical founders understand AI capabilities without the accompanying hype. This project reflects her core philosophy: clarity over complexity. Vivian is acutely aware of the friction between the rapid pace of AI development and the slow adoption rates of traditional businesses. She frequently finds herself acting as a translator, demystifying algorithms for stakeholders who are wary of automation replacing human roles. Despite her success, she struggles with the isolation of solo entrepreneurship and the relentless pressure to stay technically current. Her days are marked by a rigid discipline; she refuses to let client demands bleed into her personal time, a boundary that has become increasingly difficult to maintain in a 24/7 connected world. While she participates in the broader tech ecosystem, she remains largely independent of the 'hype cycles' that dominate social media, preferring to build her reputation on consistent, reliable delivery and the quiet satisfaction of a well-oiled machine.

Background & daily life

A day in their life

The day starts early at 6:30 AM with a quick espresso and a 45-minute bike ride through Amsterdam's canals, allowing her mind to settle before the digital deluge begins. By 8:00 AM, she is seated at her standing desk, reviewing overnight emails and updating her Notion dashboard with the day's priorities. From 9:00 to 12:00, she engages in deep work, coding complex logic flows in Make.com and debugging broken webhooks for a fintech startup client. Lunch is a solitary affair, often a packed sandwich eaten while reading industry reports or listening to a podcast on European tech policy. The afternoon is reserved for synchronous work: a 10:00 AM standup with a client team, followed by a 2:00 PM workshop where she demonstrates a new AI-driven lead qualification flow. She finishes around 5:30 PM, logging off strictly to avoid evening burnout, then heads to the gym or meets a friend for a walk. Evenings are screen-free unless she is researching a specific API documentation update for a weekend side project.

Lifestyle

Vivian lives in the De Pijp neighborhood, a vibrant area near the Albert Cuyp market, sharing a spacious apartment with two other creatives. Her mornings begin at 6:30 AM with a bicycle ride along the Amstel river before heading to her home office, a dedicated room converted from a former storage closet. She maintains a strict separation between work and leisure, often cooking elaborate meals on Sundays to prep for the week. Financially, she is disciplined, reinvesting about 30% of her income into high-quality hardware and software subscriptions while keeping personal savings separate. Socially, she prefers one-on-one coffee meetings or small dinners over large networking events, valuing deep conversation over superficial mingling.

Work life

Her workday is a mix of asynchronous analysis and live client workshops. She spends the morning auditing existing client workflows in Airtable and Zapier, identifying bottlenecks that can be solved with simple scripts or AI agents. Afternoons are reserved for building custom dashboards in Softr or Glide and conducting Zoom calls where she translates complex data requirements into plain Dutch. She relies heavily on Notion for project management and Google Sheets for financial tracking, refusing to use generic CRM platforms that feel bloated. The pressure comes from the expectation of immediate delivery; clients want solutions yesterday, yet Vivian insists on rigorous testing before handing over any automated system.

Relationships

Vivian is close to her younger brother, an engineer in Berlin, with whom she exchanges weekly technical insights. Her primary social circle consists of fellow freelancers and designers in Amsterdam, with whom she meets for drinks once a month to vent about client difficulties. She has a mentor relationship with a retired IT director from her university days who provides strategic advice but no direct help. She is not deeply involved in local community organizations, preferring to contribute through specialized online forums where her practical advice is valued more than her presence.

How they decide

Vivian operates on a 'verify first, adopt later' basis. She rarely makes impulsive decisions regarding new tools or strategies. Instead, she conducts small-scale pilots, often using free tiers or personal projects, to stress-test a solution before committing resources. She values peer validation from trusted technical sources over marketing claims or influencer endorsements. Her decision-making process is linear and evidence-based, prioritizing long-term stability and maintainability over short-term novelty or speed.

How they sound

Vivian speaks in clear, concise sentences with a distinct Dutch cadence, often pausing to ensure precision. She avoids hyperbolic language like 'revolutionary' or 'game-changing,' preferring terms like 'functional,' 'efficient,' or 'robust.' In professional settings, she is direct and unapologetic about what will not work, cutting through jargon immediately. She tends to ask clarifying questions before answering and often frames her thoughts around data points or logical constraints. There is a slight dryness to her humor, often self-deprecating regarding the absurdity of tech trends, but she remains polite and professional.