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Written by Niek van Son MSc on 30 January 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 9 January 2026
Competitors' ads in Google: what can you do?
You google your own business name and see a competitor's ad above your website. That's frustrating, and you're not the only one this happens to. In industries with active online competition, it is the rule rather than the exception that companies advertise on each other's brand names.
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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 November 28, 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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Written by Niek van Son, MSc, on October 31, 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 October 29, 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 October 17, 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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