Martijn Veldkamp

  • The muscle you decided NOT to build

    We keep 10 chickens, well 9, because one has run off to hide somewhere and we only see her every couple of weeks. But they… Read more

  • You bought a logo, not the understanding

    You can buy a company’s code, its customers and its logo in an afternoon (well sort of, you know what I mean). What you cannot… Read more

  • Gratis af te halen

    After I got back from camping and rediscovered that tap water is a miracle (last week’s story), I did the other summer ritual, I cleared… Read more

  • Luxury Amnesia

    Every summer I do something that, on paper, makes no sense. I leave a farm that has hot water, rain shower, a real bed, and… Read more

  • LinkedIn respects your privacy

    There is a fence near where I walk the dogs. It runs about fifteen meters along the edge of a field and then simply stops.… Read more

  • Did anyone brief the Agent?

    In January 2024, a DPD chatbot told a customer, in writing, that DPD was the worst delivery company in the world. The customer had asked… Read more

  • The Metric that eats itself

    There is a slide that has been appearing in decks lately. It has a bar chart. The X-axis is team names or business units. The… Read more

  • The Delegation Illusion

    I asked my AI assistant to sort my email and hand them over to new director of Vrienden van de Alk. It archived 200 messages,… Read more

  • The Benchmark was never about you

    Someone showed me a model comparison last month. Clean slide. Six models, seven benchmark categories, colour coded scores. They had those consultant balls. They’d done… Read more

  • Who Owns the Entropy?

    Over the past year I’ve spent four articles naming laws. Laws. Forces that operate on systems whether the teams has read them or not. It… Read more