Because I wanted to express my genuinely personal opinion about the situation and the company blog isn't really the place for that. Appreciate that as CEO these lines are blurred but I endeavoured to show some understanding of boundaries by publishing in this way.
We will be providing more formal documentation about how customers can transact with us through the new entity and take advantage of the new oversight.
Then it would be helpful to have a link to your company at the top of the post.
The article starts immediately talking about Cronofy (using "we"), without any indication to the reader what Cronofy is and how you are related to it. Just an introductory sentence along the lines of "As the CEO of Cronofy [link to company site] (we do XYZ) I wanted to share thoughts on..." would have kept me reading. Instead, I followed the link to https://adambird.com/ at the top and didn't find anything to help provide the missing context, so I just moved on.
To be clear, if this article was only intended to be addressed to a narrow audience that was already aware of all the context then it was probably fine, but for an outside observer like HN it's very unclear.
It's legally dangerous to do that, mainly because (at least in the US) it can "pierce the veil". I know that British and Dutch laws operate very differently, but I'm pretty sure that there still needs to be a clear separation in certain cases (this is a reorganisation which is a legal tightrope).
Because it is a bit politically charged and with that, by doing upon a personal blog the company always has that plausible deniability excuse and from a business aspect - this is best way as affords best of both Worlds. If it goes well, good, if there is a twitter rabble mob, then as not company domain - the good old - nothing to do with the company and the rouge individual excuse can be plausibly played.
It's a smart move, though you do see thru it all over the years.
We will be providing more formal documentation about how customers can transact with us through the new entity and take advantage of the new oversight.