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Consulting

A collection of 14 issues

I put every hour in the quote. Clients argue less when they can see the working.

Most consultants bury the fee in one all-in number. On a proposal for a dental client I itemized every hour and rate instead — and the negotiation got shorter, not longer. Why operational transparency is the pitch.

The Death of Generic AI: Why Deep Domain Expertise is the Only Real Leverage Left

We are currently living through the great AI disillusionment.

Why Your Direct Traffic is a Lie (And How to Audit It)

"Direct Traffic" isn’t a win—it’s a data black hole. If you can’t track your offline spend, you’re just gambling. Stop the guesswork with my 8-step audit checklist to turn "Direct" mysteries into measurable ROI. Straight talk for the C-suite.

The "Direct Traffic" Mirage

20 years in marketing and I’m still explaining that "Direct Traffic" isn't a strategy—it’s a tracking failure. If you're doubling down on flyers because your analytics are "dark," you aren't scaling; you’re gambling. Time for some straight talk.

The "Pro-sumer" Trap And Why Notion Doesn’t Do it For Me Anymore

Notion is a beast, but more features often mean more friction. I spent years "procrastin-working" on pretty tables instead of moving the needle. Now, I choose focus over complexity. If a tool doesn't "just work," it’s a burden.

The High-Stakes Art of Selling a Smile

Marketing dental and beauty clinics is a high-wire act. It’s where "selling the dream" meets strict medical law. From Google’s rigid rules to Meta’s sensitivity, I’m sharing how I navigate the legal minefield to build trust and grow global brands.

The "Maintenance Trap" and the Project-Driven Future

Stop drowning in "internal maintenance." 7/10 employees provide zero new value because they’re stuck in the maintenance trap. Learn why the project-driven model is the future of marketing and business growth.

The Surgeon’s Hands vs. The Corporate Shield

Practitioner vs. Platform: Does a unified brand build trust or kill it? Discover the 'infrastructure trap' in clinic consolidation and how to scale without losing the human touch.

Swiss Oral Health Day 2025 – A Special Experience in Bern

Recap of the Swiss Oral Health Day 2025 in Bern: insights from my keynote on social media opportunities and risks for dental practices, and reflections on how the industry continues to evolve after 50 years.

The Art of Restraint: Getting Things Done as a Fractional Exec Without Fixing Everything

Every fractional exec wants to fix everything broken they see. The discipline is choosing which not to. Why restraint outperforms heroics on short engagements.

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