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Niek van Son MSc
Marketing Management (MSc, Tilburg University). Over 10 years of online experience at b2b, scale ups, financial services companies and marketplaces, both nationally and internationally. Reads: Sharp, Taleb, Kahneman. Intrigued by how SME entrepreneurs make decisions.
"People don't say what they do, and don't do what they say."
"Hope is not a strategy."
"Not choosing is also a choice."
Occasionally writes articles for Frankwatching, Marketingfacts and B2bmarketeers.nl.
Hobby project: surface interval.
Personal blog: niekvanson.com.
- Running
- Diving
- Music lover
Articles by Niek van Son MSc
Zero-sum bias: meaning of zero-sum thinking and zero-sum game
Two furniture stores on the same street. Intuitively, you think: they steal customers from each other. Yet the opposite happens. Shopping malls, restaurants and car dealers working in clusters attract more customers together than they would separately. Customers purposefully come to a place...
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Having a website made: costs, checklist & choosing an agency [2026].
You've decided to have your website built 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...
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Choice overload: how to prevent choice stress in your customers
You probably know the drill: a potential customer visits your website, looks at your offer and leaves without doing anything. Not because your products or services are not good enough, but because there is too much to choose from. Three packages, five...
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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?
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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. Today, that's rare. When we need a number, we look...
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Starter deduction 2026: conditions, amount & explanation
The start-up deduction can save start-up 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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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...
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Peak-end rule: meaning - examples & marketing
People do not judge experiences 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...
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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 limited...
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Competitors' ads in Google: what can you do?
You google your own company 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...
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