Endless AI opportunities. But where to start?

I've spent over 10 years helping companies go from "we should do something" to actual results. Product management, UX, consulting — in retail, e-commerce, legal-tech, healthcare. Mostly in the Netherlands, mostly in situations where nobody had a clear plan yet.

That's the work I like best. Not the building itself (though I enjoy that too) but the part right before: sitting down with people who know their business, asking questions until the real problem shows up, and then figuring out the fastest way to something concrete.

I'm a generalist. I move between strategy, team leadership, prototyping, stakeholder management, and increasingly actual development. I don't think that makes me shallow. I think most problems don't need another specialist. They need someone who sees the whole picture and kickstarts things.

I don't believe good products are built by disappearing into a room and coming back with a finished product. I work best when I'm close to the people who know the domain or the problem — sitting in on calls, asking dumb questions, pressure-testing assumptions together.

Every good project I've been part of worked that way. Domain experts who live the problem, a tight feedback loop, and often a broader network of specialists to pull in when the work demands it. The technology was never the hard part. Getting the right people in the room was.

So in short, you don't need to have it all figured out before we start. You just need to be willing to figure it out together.

I use AI every day. For analysis, prototyping, building, writing. It's changed what's possible. Work that used to need a full team now takes days.

But it's no magic wand either. People are still essential, there are new challenges to figure out, and the first version is never the last.

That's why I still prefer to start small and concrete. Build something, learn from it, adjust. That's the quickest way to something that works.