A classic Apertif first serve in Gaspare Campari’s bar, Caffè Campari in the 1860’s. Very easy to make, low alcohol level and just tastes great on a hot summer day.

You’ll need:

  • 1 part Sweet Vermouth
  • 1 part Campari
  • Dash of Soda water
  • Orange peel

How to make it:

  1. Add plenty of ice to a mixer, and stir the alcohols well
  2. Strain into a large wine-glass, over a single large ice-cube if possible
  3. Add orange peel and serve

Leisi, Saaremaa

Midsummer in Estonia is special. This year, we went with friends to Saaremaa—the biggest Estonian island—and had a party in the woods.


How much does my company need to raise?

In my experience, less than you think. Startups tend to look in all the wrong directions to establish how much capital they need to take in, instead of actually looking at what they need in order to accomplish a clearly defined mission, which is what really matters.

In this post, I want to touch upon some of the main fallacies I experience when talking to startups and give you a simple process to establish what you actually need and what would be best to have and how to get closer to the latter.

What you think you need to think about

  • How much have my competitors raised?
  • How much is an average xyz-round?
  • How much could we imagine spending in the next 18 months?

This is all completely irrelevant to efficiently reaching the goals you’ve set to make your business successful. Even worse, I quite often experience founders saying things along the lines of:
Let’s set our goal a bit higher than what we actually need, that way, if we don’t raise the full amount, we’ll still be okay.
This is an understandable logic, but completely misguided nonetheless. If you come to an intelligent investor with bloated budgets, she will see straight through it, interpreting it as either–in the best case–incompetence, and–in the worst–as you trying to scam out money of your investors.

What you actually need to think about

Instead, here’s the steps to go through to determine how much you need to raise:

  1. Make a very, very thought-through and thorough plan for your company defining which goals you need to achieve.
  2. Make a realistic budget for how much resources and time you will need as a minimum to attain those goals.
  3. Make a realistic budget of what you could do with extra resources in the same amount of time as in the budget above.
  4. Show this to everyone who can challenge it.


Crossing the Chasm: A Marketer’s Perspective on Blockchain

This post was originally published as part of the e-book Blockchains in the Mainstream.You can find the full e-book for free here, or read my contribution below.

I was asked to write a piece about how I, as a marketing professional, believe we can help blockchain technology to “cross the chasm” and become more widely adopted in society.

It’s All About Showing Value

I always ask people who say they don’t “get” what a blockchain is, whether or not they really “get” the internet. I first heard this question being asked to an audience at a WIRED MONEY talk in Berlin by the CEO and Founder of Funderbeam, Kaidi Ruusalepp.

Typically, the majority of people who understand the internet, also understand the concept of a blockchain, and vice versa — which means, if you don’t understand one, you probably don’t understand the other.


Lisbon (Panorama)


This is a “low res” (4481X1080) version. Click the image or here to see the 130 megapixel (23316 × 5620) image. Made by stitching 10 vertical photos shot with a 35mm lens.