I don't write about trends. I write about what they reveal.

What 48,000 football supporters reminded me about engagement, tribes and belonging.

I know I'm supposed to complain about social media, algorithms and the amount of time we collectively spend scrolling through other people's holidays, dinners and increasingly impressive athletic achievements, but I genuinely enjoy it. And Instagram seems to know me reasonably well.

De afgelopen twaalf maanden kon je er nauwelijks omheen. Fractional CMO. Fractional CRO. Fractional Leadership. Een term die ineens overal lijkt op te duiken.

This is the Year of Mobile.

It always is.

After 25 years in digital, I started mapping all the “year of…” moments I’ve heard along the way.

Two weeks ago, I stood atop a mountain in Kazakhstan’s Altai. No lifts, slopes, signs, or tracks—just endless untouched terrain and temperatures below -25°C, with wind chill near -40. In places like this, mistakes aren’t inconvenient. They can be fatal.

Somewhere along the way I learned that waiting until you’re 100% ready is the fastest way to stand still. For me, the sweet spot is around 75%. Enough understanding to build momentum; enough uncertainty to stay curious.

For me, a mantra isn’t just words. It’s an anchor. A simple set of lines that keeps me grounded, focused, and true to what matters — in life and in business.

My desk sits on the fourth floor, and without thinking much about it, I hardly ever take the elevator. On an average day, I climb the stairs five times.

At the start of the Pyongyang Marathon, I wasn’t just another runner—I was entering one of the world’s most closed-off countries. Everything felt staged: spotless streets, choreographed crowds, and constant control. As I once told Mashable: “Everything was spotless.”

I’ve been made redundant three times. Each time, due to financial circumstances, lack of funding or organisational changes. Did I worry? Not really.

“We accept the reality of the world with which we’re presented.” The Truman Show said it in 1998. Today, it feels prophetic. We perform, watch, curate, filter and increasingly simulate. For business, the lines between authenticity, performance and fabrication are blurring.

As I approach 25 years in business, I’ve learned that the best lessons rarely come from office posters or keynote quotes. They come from the field—through pressure, silence, and the moments where decisions matter more than words.

Let me be blunt: I have a real issue with people who fill their LinkedIn bios with "ex-this" and "ex-that", as if their worth is tied to the logos they used to work under. You’re not there anymore.

The energy of a powder run isn’t that different from launching something meaningful in business. Just before the drop: your heart races, the helicopter disappears, untouched powder below. It’s the same feeling before a product launch or big pitch: anticipation, risk, excitement... and flow.

“If you’re not hearing ‘no’ enough, you’re probably not asking the right questions.”

That was one of the first lessons I was taught when I started in sales back in 1996 (yes, that long ago!). It felt counterintuitive.

Pressure reveals character. Whether in combat, sport, or business, we all respond differently under pressure. Inspired by Surviving Black Hawk Down, this article explores a simple truth: pressure is inevitable, but how we respond is what defines us.

Fresh off a freeriding trip in Austria, I found myself reflecting on a simple question: what does work-life balance really mean? For some, it’s separation. For me, it’s integration—where work and life naturally complement each other in a way that fits my ambitions, lifestyle, and passions.

After binge-watching Mad Men again, I couldn’t help but reflect on the uncanny parallels between the world of advertising in the 1960s and the landscape we navigate today.

In today’s competitive landscape, growth is often found within rather than beyond. One of the most overlooked opportunities is cross-pillar selling: connecting the full breadth of an organisation’s expertise to deliver more complete, valuable solutions for clients.

Over the past year, I’ve utilized AI in various projects, and the results have been transformative!

Insights from Launching a Data and Technology Company

Reflecting on 2023, Collaborations, Personal Milestones, and the (almost) Unveiling of an Exciting Journey in 2024

Your values and principles as a Sales and Business Development professional. When is it enough for you in a sales pursuit?

Don't let your content go to waste. This exercise outlines 10 key elements essential for any Sales & Business Development professional's toolkit.

Discover the importance of keeping an open mind, putting in the effort, and taking responsibility for your own success. Let's delve into the mindset and actions required to make the most of the approximately 90,000 hours we spend working in our lives.

In the hustle and bustle of our professional lives, it's easy to neglect our physical well-being. However, incorporating some form of sports or physical exercise into our daily routines can yield tremendous benefits.

Discover the power of courtesy, firmness, and kindness in navigating both successes and setbacks, knowing that everyone we encounter on our journey plays a role in our ultimate success.

In today's rapidly evolving business landscape, the integration of artificial intelligence (AI) is transforming industries worldwide.

I’ve met every kind of marketing and sales professional in digital advertising. Brilliant, inspiring, charismatic—and others who could bore a sloth to death. Different styles, different strengths, but one thing they all have in common: every one of them taught me something.

Every year brings change, but few industries evolve as quickly as ad tech. Success isn’t just about keeping up—it’s about staying ahead. As priorities shift and measurement evolves, the real question is no longer what changed, but what matters most.

If there’s anything marketers have learned over the past several years, it’s that traditional advertising metrics may not be all they’re cracked up to be.

Today's consumers have gotten so used to digital advertising messages. The challenge, therefore, lies in creating engagement.

As global PC sales take their biggest hit in seven years, mobile usage continues to rise. With people increasingly on the go and consuming content through their devices, Light Reaction looks ahead at 12 mobile trends set to shape the APAC market.