Insights · Ideas · Practice
Strategy, design and technology without the buzzword fog. Perspectives for digital work that moves organisations forward.
233 articles
Good annual planning outlines three initiatives, not thirty. It specifies the goal, effort, and responsible person, and leaves room for the unforeseen.
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Several grant programmes are available for digitalisation projects. Following the correct sequence significantly increases your chances.
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Many budgets only cover implementation. Operations, further development, and content are missing and become a problem later.
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A well-run workshop replaces weeks of coordination. The prerequisites are the right people in the room and a clear agenda.
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Both models work, but not for every endeavour. The choice depends on how clearly the scope can be defined at the start.
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If important information gets lost, it's rarely the team's fault. It's due to too many channels without rules.
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In a crisis, the first hour determines the subsequent course of events. Those who are prepared gain time and credibility.
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When texts are produced faster everywhere, distinctiveness becomes a competitive advantage. A clear language is the most cost-effective means to achieve this.
Read articleExpert content builds trust before the first conversation takes place. The journey from text to a concrete enquiry is crucial.
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For businesses with a physical location, local visibility determines calls and visits. The basics are quickly implemented and have a lasting effect.
Read articleThe same word can imply information, comparison, or purchase intent. Those who understand the intent win enquiries; those who only target the word gain ineffective visits.
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A landing page has one job. It should facilitate a decision. Anything that distracts from this lowers the conversion rate.
Read articleMany companies operate five channels and fail to reach a relevant target audience on any of them. Concentration works better than omnipresence.
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Email remains the channel with the highest control over reach. The crucial factor is that each issue delivers a clear, recognisable benefit.
Read articleAutomation amplifies what is already present. Good content fosters closeness; weak content leads to sensory overload.
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AI projects rarely fail due to the price of the technology. They become expensive through unclear usage, duplicate tools, and a lack of consumption control.
Read articleNo model compensates for poor data. Those who organise the fundamentals first achieve better results with simple means than with expensive technology.
Read articleLanguage models excel at structure, variations, and translation. They are weak on stance, experience, and expert judgement. This is precisely where the division of labour lies.
Read articleIn many companies, each person uses their own prompts. A shared library makes results comparable and saves time daily.
Read articleA service assistant proves its worth by reliably answering recurring questions and, when in doubt, seamlessly handing over to human agents.
Read articleLoading time is not a technical gimmick, but a revenue factor. Every additional second of waiting costs conversions, especially on mobile networks.
Read articleThe choice of system determines maintenance effort, speed, and costs for the coming years. Therefore, it should be decided upon by the editorial team, not just by the technical department.
Read articleA relaunch rarely fails due to technology. It fails due to unclear goals, missing content, and too many rounds of approval.
Read articleYou do not need a specialist laboratory to find obvious barriers. With an hour of time and standard tools, every team can identify the most important issues.
Read articleMany companies have audited their websites but forgotten about their documents. Annual reports, forms, and price lists are often provided as unreadable PDFs.
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