Projects
WarmCO2 - Strong Brandpromise >>
WarmCO2 had a vague brand promise, "Green certainty", with no figures or persuasive power.
Through a workshop we developed a powerful new tagline and measurable promises that truly convince the customer.
Guidance for the Marketing Department of a Sea Port company in transition >>
Zeeland Seaports (now North Sea Port) was in a turbulent phase of its existence. It needed to operate more commercially, and a merger was in the works.
"How can we, as a communications department, be prepared for the upcoming situation and support the organization by developing a leading direction, ensuring that we can quickly develop a smart new website in any scenario?"
Community Building for a Sustainable Innovation Project >>
How do you get 80+ leaders and decision-makers interested in the circular economy from the Netherlands to a conference center in Terneuzen, Zeeuws-Vlaanderen? Read this case to see how we managed all the communication around a conference.
Articles
High-value clients aren't a luxury. They're a healthy expansion strategy. >>
HubSpot waited years before scaling, until every euro spent on acquisition returned three.
And you? Still chasing any client who'll pay?
The market is shifting fast. AI and automation make standard work cheaper every day. If your clients no longer see your value, your "value machine" grinds to a halt.
High-value clients only pay for what can't be automated: specific expertise, market knowledge, strategic partnership.
Some of my clients have generated over a million euros in lifetime value. Not by doing more, but by delivering value that truly makes a difference.
IIn this article you'll discover how to build a business around clients who pay for real value.
Why I almost took the wrong turn in 2025 >>
For twenty years I've been bringing in high-value clients my own way. Personal. Word of mouth. Relationships that sometimes take years.
But it cost too much energy. So I tried doing it "like normal companies": automate, bulk, scale up reach.
It didn't feel right. Until I sat down with Claude and thought out loud.
The insight? Don't change the approach, but make the execution smarter.
2026 will be the year personal outreach comes back. Not despite AI, but because of AI. Technology not to create distance, but to deepen relationships.
AI word dump that ruins your brand and reputation >>
AI as saboteur
2.5 hours for an AI article no one reads.
Or 2 hours of manual writing with at least 3x more conversion.
The choice is simple, right?
AI tools promise time savings but deliver time loss. They don't understand the convincing power principles. You get generic bulk while you actually need strong persuasive text for good partnership clients.
What actually works?
- AI as editor, not as writer
- First write yourself from expertise
- Then use AI to make it 20% sharper
For authentic content that truly contributes to transforming your business to partnership-level.
In my new article, I share how I apply this for clients (including a project worth 60 million). And why AI should be your assistant, not your ghostwriter.
A fight to the death >>
Everyone is in turbo mode. AI makes everything faster, more efficient, cheaper. Companies race along because they're afraid of falling behind.
But what's really happening?
→ They lose their identity
→ Their clients know their competitors better than they do
→ They become interchangeable suppliers fighting on price
→ It becomes a fight to the death...
Unless you dare to slow down.
In my new article I share how my financial client (and probably you too) is trapped in this vicious cycle. And more importantly: how to get out of it.
Because while everyone is going faster, your opportunity lies in doing the exact opposite.
Pure craftsmanship and high quality are great, but your competitors are cheaper >>
"I still hear the operations manager saying: 'For years, we’ve been producing at high quality and have been extremely busy. So everything is going great!'" Wilco tells me. "And a week later, I hear that production has halted for half a day because there are no orders."
"Then the operations manager asks me if there are any orders sitting on the shelf," says Wilco, with a look of disbelief. "This is exactly what the operations managers are missing: thinking ahead and acting to make sure there’s no sand in the gears."
A More Effective Lead Generation Process >>
I once sat down with a client with the goal of improving the lead generation process.
One of my first questions was: how many companies in the Netherlands fit the group where you can deliver the most value, and that would be willing to pay for it — market size + focus group(s)?
It melts in the mouth >>
MasterChef cooks develop into fascinating characters.
Your products should too. Give them depth that touches customers emotionally and strengthens your market position.