The brand book didn't exist. The website had been writing one for years.
Three design systems reverse-engineered from live sites in one week. The trick isn't reading the theme settings — it's measuring what actually gets painted.
Remco Livain
Every clinic counts new patients. Almost none can count the ones who booked.
In dental and aesthetic clinics the agenda and the transaction record rarely share a patient identifier. So marketing gets measured on bookings — and optimises for the wrong thing.
I wrote about my own website. The reader wanted to know what I do.
My first draft described the machinery behind two ventures instead of the work. The fix is a sequence: who it is for, what you get, how it starts — and only then my role.
Everything returned 200. Four leads still went nowhere.
Three things broke on my own projects this week and not one of them produced an error. Silent failures are the expensive kind — here is what I changed so the systems shout.
Nobody needs another me-too product. Unless you already own the customer.
An investor asked why a home and living brand would enter a commodity category at all. The case has nothing to do with the product and everything to do with who already owns the buyer.
I planned a two-week content sprint. Ten minutes of querying killed it.
I was sure the site needed more pages. Ten minutes of querying the live system showed the pages were already there — and the real constraint was one level further back.
We cut the top-of-funnel and the marketplace 'grew.' It was harvesting demand we'd already built.
When a home & living brand trimmed brand spend, marketplace sales climbed. The obvious read was the wrong one — and the dashboard was quietly cheering it on.
The AI slop nobody logs: the 20-page doc that makes its problem your problem.
There's a hidden tax on teams right now: polished AI output that shifts the thinking onto whoever opens it. The real skill was never volume. It's what you cut.
Marketing March, My Local Practice for Swiss SMBs
Active venture: my own local, personal-name practice delivering fractional marketing leadership to owner-led businesses in the March, Schwyz and Zürichsee region.
Prexova, Fractional Marketing Leadership at Scale
Active venture: a joint venture productizing fractional marketing leadership — senior operators plus a vetted specialist network, at transparent prices without agency overhead.