The blog. Built to challenge,
Not to please.

Scroll through LinkedIn, Instagram or Facebook as a business owner today and you get bombarded by marketing companies promising you the world.“100 leads per month for €499!”“1,000+ qualified leads, guaranteed!” Sometimes delivered through cringe selfie videos, sometimes with influencer-style slickness, sometimes even funny. But honestly? It gives me wrinkles. Maybe it’s my age. Maybe I’m an old marketer who still believes in foundations. But I keep saying it anyway: you would

AI has become the new gym membership: everyone has one, no one uses it properly and somehow everyone acts like it changed their life. Companies pile up AI initiatives like stickers on a laptop. But the moment you ask: “So… what business impact has it created?” you get the kind of silence even AI wouldn’t dare to output. Let’s be honest: 99% of today’s AI projects are generic, copy-paste, and painfully uninspiring. Everyone is shouting “AI! AI! AI!” but very few can show anyth

Many companies still invest in marketing as if it's a separate island.A creative campaign here, a shiny new tool there — and then hope...

They build strategies based on a briefing, maybe a brand book, a meeting with the marketing manager — and that’s it. They don’t put on...