We share ideas on tech, design, and business while running a product studio focused on vertical software.

Amsterdam
Joined June 2017
AI won’t replace product studios. It’ll expose the ones that never built real products to begin with. The future belongs to those who know how to turn models into momentum.
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The real promise of AI isn’t automation. It’s acceleration of human creativity and judgment. When people and machines think together, innovation compounds.
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AI isn’t the product. It’s the collaborator. The smartest companies are building with it, not just on top of it.
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AI isn’t new to us. What’s new is how fast it’s unlocking co-creation and new business models with clients.
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We’ve been building with AI long before it became a buzzword. What’s changing now isn’t the tech, it’s the mindset. AI is no longer a lab experiment. It’s the creative partner in how businesses are built.
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The next generation of great builders won’t just ship faster. They’ll ship cleaner. They’ll know when not to automate. When not to add features. When to design for elegance over expansion. AI gives everyone the same tools. Taste turns those tools into art.
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AI can write flawless code but that doesn’t make software easy. System design, architecture, and product sense are the new bottlenecks. The future belongs to builders with taste, not just tools.
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The new software hierarchy looks different: 1️⃣ Code → automated 2️⃣ Architecture → scarce 3️⃣ Product sense → priceless AI builds. Humans compose. The leverage moved from execution → to judgment.
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The bottleneck has moved. Not in execution, but in design. System architecture, integration logic, and product context that’s where projects still break.
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AI can now write flawless code. But that doesn’t make software easy. Because the hardest part was never syntax, it was sense.
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Big markets start as small niches that someone understood better than anyone else. If you want to build something meaningful, find the smallest space where your expertise is unfairly strong and own it completely.
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The smaller the niche, the clearer the pain, the faster the adoption. That’s where the focus needs to be.
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True innovation lives in the niche. Combine deep compliance knowledge with product thinking, that’s where real impact happens.
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Everyone wants to build the next billion-user platform. The smartest builders are solving the $100M problem in a $10B industry. That’s where the real leverage hides.
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True innovation doesn’t happen in the mainstream. It happens in the corners no one’s looking at: where the problems are unsexy, specific, and deeply valuable.
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The smartest modernization projects follow 3 steps: 1️⃣ Map how work really happens 2️⃣ Migrate data with empathy, not speed 3️⃣ Redesign UX around daily friction, not dashboards Get those right, and new systems adopt themselves.
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Replacing legacy tech is easy. Replacing legacy thinking is where projects die.
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Legacy systems are successful software that outlived their context. Modernization is the art of honoring what worked; and ruthlessly replacing what no longer does.
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The hardest part of modernization isn’t always the tech, it’s the people. Smooth onboarding and gradual change can make or break adoption. That’s why SaaS tools evolve slowly, while single-tenant overhauls often hit like a shockwave.
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Modernization isn’t about new code. It’s about new context. If you rebuild the system but keep the same assumptions, you’ve modernized nothing, you’ve just repackaged the past.
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