It's time to work smarter
A Helsinki-based practice for strategy, content and the systems that drive them forward. Built for consumer and B2B brands that are still doing things the way they've always been done. Twenty years inside PepsiCo, the NHL, Finnair and Rovio. One operator. No AI slop. Experienced, pragmatic, and technical enough to actually fix things.
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Four paths. Same operator.
Most engagements draw on several of these at once. Strategy sets the direction. Content carries it. People and process make it stick. The tools remove the friction.
Bring the thing you’re stuck on. Leave with a direction and your next three moves.
Book two hours, from €250 →A positioning reset, a content engine, a team workflow or a bespoke tool — scoped to what the first call surfaces.
Book thirty minutes to scope it →Position, content, people and tools rebuilt as one thing. An engine that compounds.
Book thirty minutes to plan the rebuild →The empty quadrant.
Two questions decide every one of these conversations: how much craft sits behind the work, and whether anything actually ships. Most of the market answers one and fails the other — which is why the top-right corner stays empty.
Generation got cheap. Judgment got expensive.
Positioning first. Everything else follows.
Slow is smooth. Smooth is fast.
Fewer assets. Higher yield.
Anyone can produce more now. The scarce thing is taste ... what to say, to whom, and what to stop. That’s the part I focus on. The content, the systems and the tools follow.
Name the symptom. The cause usually sits upstream.
Six problems I hear most, each traced to the three causes it tends to come from — because the same symptom rarely has the same fix twice.
Open the diagnostic →- 01“We’re making more and it’s landing less.”→
- 02“Growth has stalled and nobody agrees why.”→
- 03“The team is busy, but I don't see progress.”→
- + three more, and eighteen likely causes
Notes from the middle of it.
Written while running an AI transformation inside a company that already works — which is the hard version. Read one paragraph and you'll know whether this is the right kind of help.
- 012026-08-29Building an AI Centre of Excellence Inside a Company That Already WorksThe hardest part of building an AI centre of excellence isn't the technology. It's that the company already works.Operator diary→
- 022026-08-08Social Media Was Supposed to Disappear Into “Just Marketing.” It Didn't. AI Won't Either.Everyone said social media roles would get absorbed into “just marketing.” They didn't. AI marketing roles are heading the same way, and most orgs are betting wrong on it.Operator diary→
- 032026-05-12The AI MaestroWhen the first draft becomes nearly free, the marketer's value moves from making the raw material to directing, judging and refining the work.Thought leadership→
Four commitments, each with a cost.
Strategy before software
No tool I can’t tie to a decision you have already made. The roadmap says what to stop as clearly as what to start.
Bespoke, never boilerplate
Every engine cut for one team’s stack, voice and appetite for change. I don’t resell a template.
Handover is the deliverable
Success is you running it without me in the room — code, prompts, documentation, trained people.
Say the honest number
I will name what AI won’t fix, including when the answer is that you are fine. Precision beats enthusiasm.
You’re one person. What happens when this gets big?+
Then it gets scoped smaller, or phased, or declined. A small number of clients at a time is the product, not a limitation — it is why the person on the call is the one doing the work.
Do we need to be “doing AI” to work with you?+
No. Most engagements start with positioning or content, and AI only comes in where it earns its place. Some never need it at all.
How is it priced, and what do you need to start?+
Per engagement, against the scope agreed on the call — two hours, a fixed-scope build, or a phased rebuild, nothing recurring unless you ask. To start: one person who owns the problem, and the real work rather than a tidied-up version.
Bring the problem you'd be embarrassed to show anyone.Tell me the work you hate the most.Show me the process only one person understands.Tell me the tool your team pretends works.Bring the task you keep rescheduling with yourself.
That's the one worth thirty minutes. No deck, no discovery call about the discovery call, no proposal you have to read twice.
- First call
- 30 minutes, no deck
- Reply within
- One working day
- Smallest start
- Two hours, from €250
- Base
- Helsinki — Nordics & remote
- Delivered by
- David, personally