WORK & INSIGHTS
Work, observations and choices from practice.
Cases, analyses, observations and work notes from real assignments and business situations.
WORK & INSIGHTS
Work, observations and choices from practice.
Cases, analyses, observations and work notes from real assignments and business situations.
Insight
One language switcher, three AI systems, and a single decision-maker.
One language switcher, three AI systems, and a single decision-maker.
A simple language switcher turned into a small real-world test of agentic working: ChatGPT helped set the rules of the game, Claude built, Kimi checked in an actual browser — and the decision stayed exactly where it belonged.
A simple language switcher turned into a small real-world test of agentic working: ChatGPT helped set the rules of the game, Claude built, Kimi checked in an actual browser — and the decision stayed exactly where it belonged.
Insight
A commercial dispute is also an information problem.
A commercial dispute is also an information problem.
A withheld payment, an assertive email, the urge to reply today. Underneath many commercial disputes lies something else first: scattered information, claims that start to sound like facts through repetition, and photos that prove less than they seem to. Whoever first sorts out what is established, what is claimed and what is still missing keeps more room to respond deliberately afterwards.
A withheld payment, an assertive email, the urge to reply today. Underneath many commercial disputes lies something else first: scattered information, claims that start to sound like facts through repetition, and photos that prove less than they seem to. Whoever first sorts out what is established, what is claimed and what is still missing keeps more room to respond deliberately afterwards.
Insight
Your competitor isn't only the one ranking above you on Google.
Your competitor isn't only the one ranking above you on Google.
Being findable used to mean: knowing which keywords you rank for and who outranks you. That's still true, but it's become incomplete. Google is building AI deeper into Search, and customers are increasingly asking their question directly to ChatGPT and other systems too. The relevant question then becomes: who gets named, for which commercial question, next to whom — and based on which sources?
Being findable used to mean: knowing which keywords you rank for and who outranks you. That's still true, but it's become incomplete. Google is building AI deeper into Search, and customers are increasingly asking their question directly to ChatGPT and other systems too. The relevant question then becomes: who gets named, for which commercial question, next to whom — and based on which sources?
Insight
A customer request isn't a product yet.
A customer request isn't a product yet.
A concrete customer request quickly feels like proof that there's an opportunity. Sometimes it is. Often the requested feature turns out to be a symptom of a different problem, the solution already exists, or the concept works technically but not operationally or economically. For me, product discovery therefore doesn't start with building — it starts with trying to knock an idea down.
A concrete customer request quickly feels like proof that there's an opportunity. Sometimes it is. Often the requested feature turns out to be a symptom of a different problem, the solution already exists, or the concept works technically but not operationally or economically. For me, product discovery therefore doesn't start with building — it starts with trying to knock an idea down.
Insight
A brand isn't safeguarded with a brandbook.
A brand isn't safeguarded with a brandbook.
A positioning exercise or brandbook can set a direction. But a brand only becomes truly visible in the hundreds of small decisions that follow: which photo you use, which line you cut, who says something, on which channel, and when you're better off not publishing at all. For me, brand consistency is therefore not a one-off exercise. It's daily editorial work — and, ultimately, execution.
A positioning exercise or brandbook can set a direction. But a brand only becomes truly visible in the hundreds of small decisions that follow: which photo you use, which line you cut, who says something, on which channel, and when you're better off not publishing at all. For me, brand consistency is therefore not a one-off exercise. It's daily editorial work — and, ultimately, execution.
Insight
Don't automate what you don't understand well enough yet.
Don't automate what you don't understand well enough yet.
A recurring administrative task looks like an obvious candidate for automation. Until it turns out that the real workings consist of exceptions, historical agreements, numbering, and knowledge that was never formally recorded anywhere. For me, automating therefore doesn't start with software, but with the question of which decisions are actually being made today — and which of those can never be allowed to go wrong.
A recurring administrative task looks like an obvious candidate for automation. Until it turns out that the real workings consist of exceptions, historical agreements, numbering, and knowledge that was never formally recorded anywhere. For me, automating therefore doesn't start with software, but with the question of which decisions are actually being made today — and which of those can never be allowed to go wrong.
Insight
The computer stopped being the workplace
The computer stopped being the workplace
What two fibre lines, Tailscale and Screens 5 changed about the device in front of me
What two fibre lines, Tailscale and Screens 5 changed about the device in front of me
Insight
The most interesting work often starts before there is a brief
The most interesting work often starts before there is a brief
Many assignments only begin once someone has already named what seems to be needed. Simply Dom often becomes useful earlier: when there is a signal, but the real business question is not yet clear enough.
Many assignments only begin once someone has already named what seems to be needed. Simply Dom often becomes useful earlier: when there is a signal, but the real business question is not yet clear enough.