Lachen, Switzerland · Writing since 2015

Notes on AI, marketing, riding, rucking and family life.

I'm Remco. I write about what I'm learning, at work and away from it: AI and marketing from real client work, and the rest of the week. Long essays when something deserves one, short notes when it doesn't. About one a week.

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For marketers & builders

Field notes from running real marketing work with Claude and other AI tools: the setup, what worked, what broke.

More field notes →

For business owners

Search, ads, analytics and AI in plain language, and what they mean for a company your size.

All AI & Marketing →

Life & training

Family life in Lachen, Zwift and outdoor rides, rucking. The part of the week that isn't work.

All Family & life →

November 2026

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Lead essay AI & Marketing

Why I don't work alone: a partner network, an old Westwing colleague and Web Summit

Most of what I do for clients takes more than one person. Here's why I work inside a network of specialists, how that started with a colleague from my Westwing days, and how you can meet her at Web Summit in Lisbon this week.

Read now · 3 min →

AI & Marketing · 5 min

Google already answered the question. Now your search snippet has to be the answer.

More and more searches end without a click because Google answers right on the results page.

AI & Marketing · 6 min

Search Console tells you everything and asks nothing. So I built a tool that tells me what to fix.

A small tool that checks my fourteen sites every night and gives me a short weekly to-do list, plus one rule that stops me from ticking things off without actually fixing them.

AI & Marketing · 3 min

The forward-deployed marketer

Forward deployed engineers build AI solutions with clients.

AI & Marketing · 3 min

Just build it: something new every week with Bart

Bart and I have started building one site, shop or small project a week, to learn from every build.

AI & Marketing · 5 min

Six products looked overpriced on Google Shopping. None of them were.

If your shop's prices look wrong in Google, check the file Google actually reads before you fix anything.

AI & Marketing · 5 min

Links between sites you own are worth almost nothing: what a seven-property link rollout actually bought me

I spent an afternoon putting my own name into the footers of seven properties I own or work on.

Notes

What's going on, in a sentence or two.

All notes →

11 Nov 2026Things I use

Claude is rolling out Whiteboards, Sheets and Data. A very exciting update to the tool stack at Claude. I use Docs and Slides on a daily basis already, and these seem like welcome additions. Seen on Threads.

9 Nov 2026AI & Marketing

Web Summit starts today in Lisbon. I'm not there, but Natalia is, and I'm happy to introduce you.

Read the post Why I don't work alone: a partner network, an old Westwing colleague and Web Summit

9 Nov 2026Things I use

Using Claude to fill out forms for you feels like a superpower. The other night I remembered I still had to fill out a form for my kids' track and field training. Claude took care of it for me. Love it.

October 2026

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Lead essay AI & Marketing

Your website is a tool, not the offer: what a prospect's “we're already rebuilding it” taught me about positioning outreach

A marketing lead turned me down because my own email had framed me as a web agency. The rewrite tells the gap from the searcher's side and makes the offer being found, being chosen, and being asked.

Read now · 5 min →

AI & Marketing · 5 min

The grandmother test: the brand-naming rule I now apply everywhere, and why “no DNS record” is not an available domain

A naming round for a new venture in medical aesthetics produced two reusable things: a phonetic constraint anybody can apply across four languages, and a two-stage availability check that asks the registry instead of DNS.

AI & Marketing · 5 min

Claude Duet gets your things done. The harder question is who gets our things done.

Anthropic's Claude Duet is the proactive assistant many of us were waiting for.

AI & Marketing · 5 min

A fix applied to the live page is not a fix: locking rebuilt pages against the generator that re-creates the error

A correction made in June was live-wrong again in October, because the build engine that renders the page was never updated.

AI & Marketing · 5 min

Your comfort product is not a medical device: how health claims creep into ad copy, and the law that decides

Health claims accumulate in ad accounts one headline at a time, until a piece of furniture is advertised as a treatment.

Things I use · 3 min

The iPhone Duo isn't ready, at least according to every reviewer out there.

The iPhone Duo reviews agree: stellar hardware, software not ready.

AI & Marketing · 6 min

Salesforce isn't the system companies run on. That's the problem.

SAP runs the back office.

September 2026

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Lead essay AI & Marketing

An expired promotion doesn't expire by itself: the ended sale still on the shop, the promotion asset still serving a 404

Four country shops still displayed a twenty-euro saving three weeks after the sale ended \u2014 while the cart charged full price. In the same week, promotion assets with no end date were still pointing at a removed landing page. A promotion is a set of artefacts, not a date.

Read now · 5 min →

AI & Marketing · 5 min

I reconstructed a clinic group's marketing year from the outside before day one: what an outside-in content inventory finds that a briefing doesn't

Before I take over marketing somewhere, I rebuild what the company actually published over the past year from public data alone \u2014 ad repositories, page APIs, the Wayback Machine.

AI & Marketing · 4 min