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.
Remco Livain
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.
My assistant created the same task three days running. The fix has a name: idempotency.
A tiny automation bug taught the same lesson payment systems learned years ago: the question isn't whether it runs, it's what happens when it runs again.
Four versions of the same email sat in my drafts. This morning, the tool just edited one.
Claude's Gmail connector now updates drafts in place instead of duplicating them. A small fix — and exactly the kind that turns AI tooling from a demo into something you trust daily.
A context window is working memory, not a hard drive. Feel that, and you manage AI differently.
The AI doesn't remember everything you've told it. It has working memory, and it's finite — here's the cheap trick I use to hear it filling up, and the fix when it does.
The real test of a system is whether the work moves when you've left the desk.
A week away, not too many meetings, and the clients' work kept moving — because the mechanical parts run on their own. On building systems that outlast your presence, and the judgement that can't be automated.
Everyone budgets for the VAT. The thing that blocks your listing is the recycling scheme.
Planning an Amazon move into France, Italy and Spain: everyone asks about the VAT, but it's Extended Producer Responsibility — the recycling scheme — that actually gates your listing.