Retorik  ·  The Hague
Retorik
Why we built Retorik the way we did

The wheel,
not the oars.

When machines take over the rowing, the human moves to the wheel.

That is the best one-line summary of what is happening to knowledge work. Drafting — the rowing — is work a machine can now do well, provided it has learned from the real thing. What it cannot do is know what you think, decide what deserves saying, and judge whether a post is worth your name.

That work stays with the leader. Retorik is built so that it is the only work that stays.

i.
The creativity

Your views are the asset.

Machines remix what exists. The surprising connection, the position nobody else would take, the judgment call under uncertainty — these remain human ground. For an executive, that is good news dressed as a limitation: your views are the asset.

Generic tools paper over that asset with fluent filler. The same cadence, the same hedged optimism, the same unmistakable smell of generated text — everyone sounding like the same machine. In an institution where public words carry consequence, that is not merely dull. It is a liability.

Retorik takes the opposite bet. It learns from what you have actually written and said — speeches, letters, posts, memos — and it keeps two things deliberately separate: what you believe, extracted from the record, and how you sound, your cadence and habits. Drafts are built from your real positions, in your real register.

The creativity in a Retorik post is yours. The machine’s job is to get it onto the page faster.

ii.
The effort

Your effort shifts — it doesn’t disappear.

Here is what actually changes: your words no longer have to arrive finished.

Some days you write — a rough paragraph typed between meetings, because writing is how you think. Retorik shapes it into something presentable, in your register, at the press of a button. Other days you start from a draft that already argues what you argue, and rule on it. Sharpen this line. Cut that claim. Not this week. Send it back with a note. Approve it.

That is not a reduced role. It is the senior role — what leaders already do with a trusted speechwriter: the drafting is delegated, the judgment never is. Retorik’s whole workflow is shaped around the judging. Your comms team checks every channel’s version. You have the final word. Every decision is recorded. Nothing goes out without a person choosing to send it.

The grind goes. The thinking stays. So does the last word.

iii.
The collaboration

Co-creators, not replacements.

There are two stories about what AI does to work: it replaces people, or it amplifies them, by making human taste and decisions a bigger part of work. Retorik is built for the second story.

The right image for this kind of tool is Arvind Narayanan’s crane operator: the machine does the heavy lifting, the person stays in control — and together they reach heights neither manages alone.

Retorik is that shape of tool, deliberately. It drafts with the leader and the comms team, never instead of them. And the collaboration compounds: every post that survives review and gets published feeds back into the voice library. Each judgment you make — the comms check, the edit, the final approval — becomes material the system learns from.

That accumulated taste is the working asset. No competitor can copy it, because it is made of your decisions about your words.

The rowing-and-steering frame is owed to Arvind Narayanan’s incisive 2026 ICML keynote, “What will be left for us to work on?”

The division of labour

The machine drafts. You decide.
Every decision makes it better.

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