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Thoughts, lessons and stories
essays
Positions from practice: AI automation, CRM and the craft of building software that survives production.
AI Automation
- 01 the new builders On how building software has changed in composition, why domain knowledge now beats the diploma, and what the incumbents are seeing in their own numbers
- 02 the production gap On why the market pours billions into agents while most die in the pilot, and what separates a demo from a system that runs when no one is watching
- 03 the 95 percent myth On the most quoted AI statistic of the moment, and what remains of the failure numbers once you hold every percentage against its method
- 04 what is a gtm engineer On the job title America invented for work I was already doing, and why you probably shouldn't hire one
- 05 revops without a revops team On the June day a lead channel went quiet without a single alert, and what SMBs should steal from revenue operations without hiring anyone
- 06 the ai mindset On why the same model yields nothing for one person and everything for another, and why the ceiling gets hung at the top
- 07 the guardrails On the question of how you let an AI agent work safely on a real system, and why the answer lives in the tooling and not in the model
- 08 spotting agent washing On the difference between AI bolted on and agent-native, and the questions no vendor can answer with a slide
- 09 getting found by ai On falling Google clicks as the real problem, and why visibility in AI answers is hygiene, not a gold rush
Architecture & Integration
- 01 context beats the prompt On documentation written for machines, and why a better prompt won't make your AI any smarter.
- 02 the plug, not the intelligence On the Model Context Protocol in plain language, why every major AI player embraced it within five months, and what it expressly does not solve
- 03 the knowledge base On a knowledge base where humans and AI work from the same files, and why the upkeep no longer sits with people.
CRM and customer processes
- 01 the portal On a customer portal that thinks along with the service van, and why good CX is mostly invisible logistics
- 02 what klarna really teaches On Klarna's reversal as an architecture lesson: automate the predictable, and guarantee the human beside it
- 03 the job sheet On what paperwork really costs an installation business, why the sector has never measured it, and why every admin hour is an engineer hour
- 04 talking to your crm On dictation as the interface for your CRM, and why the form is the real adoption killer
- 05 the end of per-seat On software pricing shifting from people to machine usage, and what to check before you renew your contract
Training
- 01 the ai act without panic On what the AI Act actually asks of a small business: one afternoon of work, two calendar reminders, and no panic beyond that
- 02 trust is a choice On the gap between fear and knowledge in Dutch small business, and why AI literacy isn't a compliance checkbox
- 03 where dutch smbs really stand On what the official numbers really say: the bar to count as an AI user drops every year, and structural embedding stays rare
- 04 ai slop and trust On the transparency paradox around AI content, and why being human becomes the differentiator