top of page


- The Insight Ledger -
A space for exploring the ideas shaping the post-AI world. Here, we share reflections on how identity drives strategy, innovation, and long-term impact, across people, products, and culture. Rather than trends or features, we focus on what truly makes organizations, leaders, and offerings inevitable and magnetic.
All Posts


Contextual Delivery as a Value Multiplier
Value is not experienced as an absolute. It is interpreted through invisible factors such as timing, intent, relevance, and trust. When these factors align, perceived value multiplies without changing the underlying product. When they do not, even strong products underperform.

Hendrikus M. R. Kok
Jan 114 min read


Cat Pictures and Company Strategy: More in Common Than You Think
A cat picture doesn’t make your life materially better. It doesn’t brew your coffee, fix your car, or improve your sleep. Yet millions of people share them every day.

Hendrikus M. R. Kok
Dec 30, 20252 min read


Strategy Insight: What Will Actually Differentiate Companies When Everyone Uses AI?
AI is rapidly becoming standard infrastructure. Predictive analytics, automation, optimisation: all increasingly embedded and accessible to everyone. When intelligence is no longer scarce, a fundamental question emerges for boards and executives: if everyone has AI, what actually differentiates companies? This article explores why the answer is no longer capability, but identity, and what that means for strategy in a post-AI world.

Hendrikus M. R. Kok
Dec 24, 20253 min read


Product Insight: Why A/B Testing Is Just Educated Guessing
A/B testing is a standard practice in product management. Companies test two versions of a button, headline, or checkout flow and measure conversion. On the surface, it feels scientific: a controlled experiment, measurable outcomes, data-driven decisions. Yet, despite decades of practice, A/B testing rarely delivers transformative insights. Why?

Hendrikus M. R. Kok
Dec 20, 20252 min read


Identity Insight: Lidl Poland - Everyday Smartness Made Tangible
By doing so, Lidl can transform routine grocery trips into experiences that reinforce the customer’s self-image as competent, discerning, and resourceful.

Hendrikus M. R. Kok
Dec 20, 20252 min read


Identity Insight: Galeria Młociny - More Than a Mall. A Third Place for Life
Your everyday place to be: relaxed, connected, and free to choose who you want to be in the moment.

Hendrikus M. R. Kok
Dec 20, 20254 min read


Identity Insight: Action - From Utility to Everyday Empowerment
Read how the retail chain Action could increase its value to its customers by completing their identity.

Hendrikus M. R. Kok
Dec 20, 20253 min read


Identity Insight: Ikea - the Brand that Grows with You
We're often asked, how does your advice look? In this brand insights series, we show what we would advice Ikea. In short: become partner in life's meaningful moments.

Hendrikus M. R. Kok
Dec 18, 20254 min read


Why We Don’t Build a WeWork Office
On coherence, complexity, and choosing truth over trends From time to time, people ask us a sincere question: “Why is your system so complex? Why multiple ventures, multiple websites, multiple spaces? Why not one modern office — exposed pipes, a barista, and a clean brand?” It’s a fair question. And it deserves a clear answer. The short version is this: we don’t build to look modern; we build to be true. Appearance is easy. Coherence is not. Most contemporary workspaces are o

Hendrikus M. R. Kok
Dec 11, 20252 min read
bottom of page