Insights
What I see in projects, the questions they raise, and what I learn from them.
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Automation
Why an automated process needs to be understood before it is built
When faced with a slow process, the temptation is to jump straight to the technical solution.
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User experience
What digital marketing and business analysis have in common, from both sides of the equation
Marketing and business analysis are rarely considered together.
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Business analysis
What building a product on my own taught me about client projects
Since late 2025 I have been building LudoExplorer, a board game recommendation site, on my own, from a public data export to a live server.
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User experience
Why the customer journey often gets lost between tools, and how to find it again
A customer rarely goes through a single touchpoint before buying.
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Data management
Why your reports contradict each other, and how to fix it
Two reports meant to measure the same thing sometimes give different numbers.
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Business analysis
What separates a good user story from a bad one, with concrete examples
The user story has become a common way of describing a need in a digital project.
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Data management
The difference between having data and having usable data
Many organisations think they lack data when they already have a great deal of it.
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Applied AI
What AI can genuinely do in an SME today
Artificial intelligence is part of almost every business conversation, yet few companies know exactly what it can do for them today.
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Applied AI
Why keeping a human in the loop isn't excessive caution, but a condition for success
When it comes to AI in a business, human validation is sometimes presented as a temporary step, to be removed once the system becomes reliable enough to operate on its own.
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Applied AI
AI project in business: 8 questions to ask before you start
An AI project that starts with choosing a tool often starts on the wrong foot.
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Automation
How to recognise a task worth automating, and one that isn't
Not every repetitive task is worth automating.
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Business analysis
Choosing a CRM: 5 questions to ask before comparing tools
Comparing CRMs based on their features is a step that comes too early in most projects.
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Business analysis
Why a clear requirements document saves time for the whole team, not just IT
A requirements document is often seen as a technical document, mainly intended for the team that will build the solution.
Recognise one of these questions?
If one of these topics sounds like something in your own project, describe your situation in a few lines and we can look at it together.