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Written by Niek van Son MSc on 19 December 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 20 November 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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Written by Niek van Son MSc on 31 October 2025
Availability heuristic / bias: meaning & marketing
Why do some trends suddenly seem to be everywhere and others quietly disappear from view? Why do we overestimate risks that are much talked about, but ignore structural opportunities that are less visible?
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Written by Niek van Son MSc on 29 October 2025
ChatGPT in marketing: faster growth & more focus
Marketing only pays off when actions are scalable, measurable and repeatable. ChatGPT makes that possible by accelerating the three most time-consuming parts of marketing: ideation, production and optimization.
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Written by Niek van Son MSc on 17 October 2025
Endowment effect (endowment effect): meaning & marketing
Those who understand this psychological mechanism not only gain a better understanding of their own decision-making, but also that of customers, investors and employees. Indeed, the endowment effect touches everything where emotion, ownership and value intersect: from pricing strategy to business transfer.
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AIO / AEO / GEO for entrepreneurs: this is how you will be chosen by AI
AI-driven search results are turning online marketing ground rules upside down: increasingly, users are getting an immediate answer, and only then linking to websites. Those who want to stand out optimize not only for rankings, but for selection by AI: clear structure, current facts, recognizable expertise and reliable brand signals. In this guide, you will learn...
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Written by Niek van Son MSc on 11 August 2025
Opportunity cost (opportunity cost): meaning & marketing
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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