marketing
The illusion of progress in digital marketing
True progress in digital marketing isn't about adopting every new trend; it's about deepening customer relationships and staying focused on core values.
Toby Karlevid
I work with founders to bring clarity to complex digital environments. My focus is on building scalable marketing systems, content infrastructures, and performance frameworks that support meaningful business growth instead of surface-level metrics.
reflection
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.
marketing
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.
focus
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.
product
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.
ai
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.
craft
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.
ai
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.
technology
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.
reflection
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.
technology
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.
ai
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.