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Written by Niek van Son MSc on August 11, 2025
Opportunity cost (opportunity cost): definition & its importance to entrepreneurs
Every dollar and hour you spend on option A, you can't spend on option B. That missed value is called opportunity cost. This article translates the economist's concept to entrepreneurial decisions
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Written by Niek van Son MSc on August 6, 2025
Coming up with company names in 2025: the complete guide
Have you ever heard a company name and thought, "If only I had thought of that one!"? A rock-solid company name should be more than just a nice play on words. It is your shortest elevator pitch.
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Written by Niek van Son MSc on July 30, 2025
Black Swan events: What entrepreneurs can learn from Nassim Taleb
Black swans don't exist, until you do see one. That's exactly the gist of Nassim Nicholas Taleb's famous Black Swan theory. His insights painfully expose how bad people are at predicting big, impactful events. In economics, in politics, and also in marketing.
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Written by Niek van Son MSc on 28 July 2025
Mimesis: meaning, working & application in (online) marketing
Why do successful companies so often look alike? Whether it's streaming services following Netflix, smartphone manufacturers imitating Apple's designs, or Dutch webshop entrepreneurs who have the a design that looks very much like Coolblue, imitation is deeply woven into our behavior.
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Written by Niek van Son MSc on July 23, 2025
Anchoring bias (reference effect): definition & use in marketing
Why does that €15,000-a-year software package suddenly seem inexpensive? Because you just turned down a €30,000 offer. This psychological phenomenon is called the anchoring bias: your brain holds on tightly to the first number you come across
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Written by Niek van Son MSc on 18 July 2025
Physical availability: meaning & tips
Can potential customers easily find and buy your brand if they want to? That's physical availability. (Re)knowing and thinking about your brand in a buying situation is called mental availability. Together, they are the foundation of brand growth.
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Written by Niek van Son MSc on 15 July 2025
Choosing online marketing channels: spreading risk is essential
Online marketing offers entrepreneurs many opportunities to attract new customers and strengthen existing relationships. But the speed at which digital channels are changing also carries risks. Relying on a single online marketing channel, whether that's Google Ads, social media or email marketing, makes your business vulnerable....
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Written by Edon van Asseldonk MSc on July 14, 2025
Create a website briefing: in 8 steps a new website
A website is essential for businesses, but many companies lack web development expertise. In this article, we explain what it takes for a good briefing gives for the successful development of a new website.
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Written by Niek van Son MSc on July 8, 2025
Landing page: Definition, optimization & examples
As an entrepreneur, do you feel that your ads are bringing in visitors but not customers? That your message doesn't convince visitors to take action? Chances are your landing page is the problem.
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Written by Niek van Son MSc on July 7, 2025
SEO specialist? What does an expert with 15 years of experience do?
Every day, thousands of potential customers search for products or services like yours. The question is: will they find your company, or will they keep coming back to your competitor? Without strong search engine optimization (SEO), you are missing out on customers and sales. The solution: hire an experienced SEO specialist.
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