Everyone is talking about how artificial intelligence will change the way we work and about the fear that it could take our jobs. But I think the biggest risk is something else. The risk is that AI will make you believe you have become more competent when, in reality, you have simply learned how to […]
Artificial Intelligence as an Amplifier: Use It to Think Better, Not to Stop Thinking Read More »
There is one thing the past two years have taught people who work with WhatsApp, and taught them incorrectly: the idea that replying to a customer costs nothing. Since November 2024, service messages, the free-form text replies you send within the 24-hour window, have been free. Since July 2025, utility templates sent within that same
WhatsApp Service Messages Become Paid on October 1, 2026: What Really Changes Read More »
In digital marketing, hooks are often seen only as a tool for capturing attention. That interpretation, however, is incomplete. An effective hook doesn’t just stop someone from scrolling. It also sends precise signals to the platform’s algorithm. This changes the way advertising creatives should be designed. It’s no longer enough to ask how to generate
Using Hooks to Create Signals Read More »
The CRM says “Meta Ads.” The customer says “I’d been following you for months.” Who’s right? Both, and that’s exactly the problem. Here’s how to measure a lead’s real touchpoints, beyond what the last line of your report tells you. Where Did This Lead Really Come From? Open your CRM and read: source, Meta Ads.
How to Know How Many Touchpoints a Customer Really Needs Before Buying Read More »
Marketing is full of paradoxes, and one of the most common is this: the more obsessively companies and professionals focus on the end result, the further that result often seems to move away. Sales, leads, likes, revenue, KPIs, and business goals all matter. They help measure progress and indicate whether a strategy is working. The
To Hit the Mark in Marketing, You Need to Stop Looking at the Bullseye Read More »
AI Act: August 2 Has Passed, But Not in the Way Everyone Predicted For the past two years, August 2, 2026 was presented as the AI industry’s “day of reckoning.” The date when the European Union’s AI Act would move from theory to real-world enforcement, bringing mandatory compliance for high-risk AI systems, strict obligations, and
AI Act August 2, 2026: What Actually Took Effect (And What Was Delayed) Read More »
