Short notes.
Notes on communication in change, employer branding in technical sectors, and the energy transition as it actually lands in the field.
- 20 July 2026
AI makes everyone faster. Strategy makes you irreplaceable.
Almost thirty years ago, Michael Porter wrote that operational effectiveness isn't strategy. Now that everyone has access to the same AI tools, that insight is more relevant than ever — the playing field is levelling, which makes positioning the only real differentiator left.
Read → - 11 July 2026
Positioning isn't a marketing question anymore. It's a survival question.
AI makes it easier than ever to sound like your competitor. A company without sharp positioning doesn't become less visible — it becomes invisible.
Read → - 11 July 2026
Everyone is using AI for employer branding now. That's exactly the problem.
Every company is using the same tools, the same prompts, the same stock photos. Content gets made faster — and harder to tell apart. The winner here isn't whoever posts the most. It's whoever dares to sound like themselves.
Read → - 14 May 2026
Why employer branding will soon matter more than recruitment
Vacancies are everywhere, salaries look alike, and every company claims people come first. The new generation doesn't believe words anymore — they look for proof. Proof over promises.
Read → - 14 May 2026
Hospitals don't have a staffing shortage. They have a retention problem.
Too many healthcare professionals don't leave the sector — they leave because somewhere else they feel more seen, more heard, more human. You don't solve that with vacancies.
Read → - 6 May 2026
Why working with your hands is the future again
Everyone talks about AI. Meanwhile, technical companies are desperately searching for people who can build, fix, and think ahead.
Read → - 6 May 2026
I'm not an agency. I replace it.
The creative industry is changing rapidly. Communication has become continuous, AI is reshaping the work itself, and a new kind of creative partner is emerging.
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