This is one of my go-tos when ordering at a new cocktail bar. It’s rarely on the menu, but any bartender worth their salt will know how to make it. Essentially, it’s a Negroni that substitutes the Gin for Bourbon and ups the ratio a bit.

What you’ll need:

  • Bourbon
  • Sweat Vermouth
  • Campari

How to make it:

Stir all the ingredients over ice. Serve in a chilled coupé.

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A true summer classic, but as you can see I’m happy to have one in the winter at the fireplace.

Legend has it that this drink is a variation of the Americano, but “Count” Negroni (Who was not a count) found the drink to weak so asked the bartender to substitute the sparkling water with gin.

This is truly one of the easiest drinks to do well, and hardest to fuck up. If you are starting a home bar, I always say this is the first drink you need to be able to make!

What you will need:

  • Gin (I prefer Beefeater or Tanqueray)
  • Sweet Vermouth (Dolin is great and affordable, but any will do)
  • Campari

How to make it:

Stir all the ingredients well, strain into an old fashioned glass. Garnish with an Orange peel. Make sure to rub it a little around the edge to leave some for the nose.

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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.


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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.


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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.


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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.

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Kalamaja & Kopli

_dsc7205 One of my favourite buildings in Tallinn. Part of a Soviet-era Furniture factory.

_dsc7212View through the railroad buildings towards old town.

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Riisa õpperada