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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
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 can also cause systematic thinking errors. These thinking errors are called cognitive biases, a concept...
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Category Entry Points (CEPs): meaning & use in marketing
Imagine this: 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: to whom does...
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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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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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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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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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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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Black Swan events: What entrepreneurs can learn from Nassim Taleb
Black swans don't exist, until you do see one. That is precisely the gist of Nassim Nicholas Taleb's famous Black Swan theory. His insights painfully expose how bad people are at predicting big, impactful events....
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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 runs deep...
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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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