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Advisory for digital business.

Thoughts and field notes on marketing, product, and strategy in a world where AI changes how we build and grow companies.

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A personal reset in the middle of the AI rush

A personal reset in the middle of the AI rush

The last weeks have been intense. AI is moving fast, and everyone seems to be jumping in at once. New tools, new setups, new promises. If you’re not careful, it starts to feel like standing still means falling behind.

The importance of storytelling in a data-driven world

The importance of storytelling in a data-driven world

In a data-driven world, blending storytelling with data insights creates more meaningful connections with audiences.

The quiet power of focusing on the core

The quiet power of focusing on the core

Digital noise can easily divert our focus, but brands that remain true to their core values often achieve lasting success. Simplicity can provide a clear pathway through complexity.

Rethinking the role of feedback in product development

Rethinking the role of feedback in product development

Feedback is essential in product development, but overreacting to it can lead to a fragmented user experience. Establishing a framework to filter valuable insights from noise helps teams stay aligned with their vision.

The illusion of choice in AI-generated content

The illusion of choice in AI-generated content

The rise of AI-generated content creates an illusion of choice for brands, masking a potential loss of authenticity. As many brands rely on the same tools, their messaging may become generic, diluting their unique voice.

Apple still cares about the invisible work

Apple still cares about the invisible work

Apple released a new logo intro. They spent ten days creating it by hand. Most companies would use AI or a quick tool. Apple chose the harder path. It reminded me of something Steve Jobs said. The inside of a computer should look as good as the outside. Even if most people never see it.

ChatGPT is a mirror, not a pleaser

ChatGPT is a mirror, not a pleaser

I’ve been thinking about how people use ChatGPT. Most see it as a tool that gives answers. But it’s not really built for truth — it’s built to please. It fills the silence, tries to be helpful, and gives you something even when it’s not sure. That makes it sound smart, but it can also make it wrong.

Nano Banana and the death of UGC

Nano Banana and the death of UGC

Google's 'Nano Banana' may sound like a joke, but it's not. It marks the beginning of the end for UGC companies. For twenty years, user-generated content has been the internet's business model. Reviews, blogs, social posts and comments.

When old patterns show up

When old patterns show up

Sometimes, in the middle of a perfectly normal moment, something happens and I react in a way that feels… strange. Almost childish. It’s like I’m not acting from the present, but from something much older.

After the smartphone: our eyes will be next

After the smartphone: our eyes will be next

I’ve been thinking a lot about what comes after the smartphone. We’ve spent over a decade glued to these tiny screens — and while they’ve absorbed almost every tool we once carried around (maps, cameras, music players, even keys), it’s starting to feel like the form factor itself is holding us back.

Becoming an AI Translator

Becoming an AI Translator

Everyone’s learning prompts. Everyone’s chasing GPT tricks, optimising inputs, stacking tools. And yeah — it’s powerful. But here’s what I’ve come to realise: The real edge isn’t using AI — it’s translating it.

GPT-5 is near — and everything is speeding up

GPT-5 is near — and everything is speeding up

We’re not just watching AI evolve — we’re inside the curve now. GPT‑5 is expected this summer, and if it delivers even half of what’s anticipated, it could mark a new kind of shift.

Don’t fix what’s not broken

Don’t fix what’s not broken

Today’s reflection hit me quite clearly: don’t fix what’s not broken. I’ve always had this drive to rebuild things — new layout, better structure, cleaner code, sharper design. Not because things were bad, but because I believed I could make them better. And maybe I could. But at what cost?

Building fast is easy — building right is hard

Building fast is easy — building right is hard

I read about a company recently — over 50 apps launched, just 3 of them successful. It’s impressive in one sense: the speed, the volume, the ambition. But it also reminds me how easy it is to fall into the “ship fast” trap without thinking enough about what you’re really building.

When design does the work: why function needs a face

When design does the work: why function needs a face

We often think of design as decoration — the layer you put on when the “real” work is done. But in digital business, design is function. It’s how trust is built, how conversions happen, and how customers move forward (or drop off).