Blog for Entrepreneurs

Biases

Written by Niek van Son MSc on April 24, 2026

Zero-sum bias: meaning of zero-sum thinking and zero-sum game

Two furniture stores on the same street. Intuitively, you think: they are picking off each other's customers. Yet the opposite happens. Shopping malls, restaurants and car dealers working in clusters attract more customers together than they would separately. Customers deliberately come to a place where they can compare and choose. Overall sales are growing,...

Design

Written by Niek van Son MSc on April 10, 2026

Having a website made: costs, checklist & choosing an agency [2026].

You've decided to have your website created by a professional. A wise choice, because a well-built website pays for itself. But then it begins: how do you choose the right party? What should it cost? And how do you make sure you get a site that doesn't look...

Biases

Written by Niek van Son MSc on 3 April 2026

Choice overload: how to prevent choice stress in your customers

You probably know the drill: a potential customer visits your website, looks at your offerings and leaves without doing anything. Not because your products or services aren't good enough, but because there's too much to choose from. Three packages, five variants, ten options, and no clear direction. The result? The...

Branding

Written by Niek van Son MSc on March 27, 2026

Website creation for your business: options, costs & smart choices [2026].

Your business needs a website. You know that. But the question many business owners struggle with is: how do I approach this smartly? Build it yourself with a website builder? Have WordPress set up? Or outsource the entire process to an agency?

Biases

Written by Niek van Son MSc on March 13, 2026

Google effect (digital amnesia): meaning & marketing

When was the last time you knew a phone number by heart? Twenty years ago, most people could remember multiple numbers: from friends, family and work. Nowadays, that's rare. When we need a number, we simply look it up in our smartphone.

SEO

Written by Jessica Harris on March 13, 2026

SEO outreach for your online business

Enterprise

Written by Niek van Son MSc on February 20, 2026

Starter deduction 2026: conditions, amount & explanation

The startup deduction can save startup entrepreneurs thousands of dollars in taxes. But only if you meet the conditions. Many entrepreneurs know that a scheme exists, but don't understand exactly how it works or when they are actually entitled to it.

Biases

Written by Niek van Son MSc on February 16, 2026

Baader-Meinhof phenomenon (frequency illusion) explained

You buy a new car. A few days later, it seems like everyone suddenly drives that exact same model. As if the number of cars on the road doubled overnight. In reality, nothing has changed except your attention.

Biases

Written by Niek van Son MSc on February 6, 2026

Peak-end rule: meaning - examples & marketing

People judge experiences not based on the whole, but on a few defining moments. Especially the most intense moment and the end weigh heavily in how an experience is remembered. This principle is known as the Peak-End Rule. For entrepreneurs, this is more important than it first appears....

Biases

Written by Niek van Son MSc on January 30, 2026

Gambler's Fallacy: meaning & examples

The Gambler's Fallacy is a fallacy in which people expect chance to correct itself. After a series of the same outcomes, it feels logical that "it must turn around now," when in reality the odds remain exactly the same. This fallacy is not limited to casinos or lotteries. In business decisions, too, we see ...