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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.
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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.
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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....
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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 ...
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Written by Niek van Son MSc on January 9, 2026
Competitors' ads in Google: what can you do?
Bidding on your own brand name is often referred to by SME entrepreneurs as a waste of money. On our own brand name we are already at the top organically (unpaid) so why should we pay to be there? But what if a competitor also bids on your brand name? What do you do then?
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Written by Niek van Son MSc on December 19, 2025
Sunk cost fallacy: meaning, examples and explanations
Why do entrepreneurs continue to invest in campaigns that are structurally underperforming? Why do teams continue to work on projects when everyone feels the momentum is gone? And why is quitting often harder than continuing, even when the numbers give every reason to do so?
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Written by Edon van Asseldonk MSc on December 12, 2025
Google E-E-A-T: improve meaning & SEO
Search engine optimization has changed fundamentally in recent years. Whereas SEO was long about keywords, links and technique, today the emphasis is increasingly on quality and reliability. Google not only wants to show the most relevant result, but especially the most credible source.
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Written by Niek van Son MSc on 28 November 2025
Cognitive bias: meaning, explanation and types of biases
People make thousands of decisions every day, often faster than they realize. Our brain uses mental shortcuts in the process. Heuristics that help us act quickly, but which can also cause systematic thinking errors. These thinking errors are called cognitive biases, a concept extensively described by Daniel Kahneman and Amos Tversky....
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Written by Kateryna Boiko on November 25, 2025
SEO & UX (user experience) design
The days when SEO was all about keywords have been over for a while. Google judges websites on their actual user experience. Since updates such as Core Web Vitals, Page Experience and the new Helpful Content framework, the algorithm no longer looks only at what you write, but more importantly at how visitors experience your site...
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Written by Niek van Son MSc on November 20, 2025
Category Entry Points (CEPs): meaning & use in marketing
Imagine a potential customer has a problem, need or desire. Thirst on a hot day, leakage after a storm, or a CFO who needs to reduce costs. In that micro-moment, one question must be answered: who does that person think of first?
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