Acoustic Thoughts
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Latest articles
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Business Transformation
The Consulting Trap and the Value of Technology-Agnostic Advice
When you hire a strategic advisory, you expect absolute objectivity. You pay for clarity, rigorous problem-solving, and a roadmap to better outcomes. Yet a massive segment of the consulting industry operates with a hidden agenda. Many advisors are in fact software resellers, and will not be neutral in their advice.
Oct 24, 2026
AI Augmentation
From multidisciplinary teams to augmented humans.
For a long time, the answer to a complex problem was a bigger team. A strategist, a designer, a developer, a copywriter, a project manager and an analyst, each a specialist, each handing work to the next. The logic was sound. Depth in any one field took years to build, so you assembled it from many people and managed the gaps between them.
Oct 5, 2026
Startup
Weekend Startup Lab: building a real product with AI
Weekend Startup Lab is a two-weekend, hands-on workshop that teaches people with no coding background how to build a real product with AI, and how to keep building after the course ends.
Oct 5, 2026
Blog
Taking Our Own Medicine
We tell clients constantly: your CRM should fit your business, not the other way around. Most platforms are built for a generic company that doesn’t exist, and you end up paying for functionality you’ll never touch while the one thing you actually need is bolted on as an afterthought, if it’s there at all. So when we found ourselves in exactly that position, the fix was obvious. Build the thing ourselves.
Aug 30, 2026
Customer Experience
The Worst Experience is Your Best Friend
There’s a folder in your company full of customers telling you exactly what’s wrong, and almost none of it gets fixed. Not because anyone’s careless, but because the feedback arrives in a form nobody can act on. Here’s why the worst moment never reaches you, and the five words that recover it.
Jul 20, 2026
Customer Experience
The Art of Being a Karen
Nobody wants to be called a Karen. The term has become shorthand for unreasonable entitlement, the customer who demands a manager over a slightly cold coffee. Social media loves a Karen. Here is the uncomfortable truth: Karen is the most valuable customer you have. An unhappy customer will tell you, with remarkable precision, exactly what is wrong with your business. A happy customer tells you nothing useful. Karen has a detailed brief ready, delivered free of charge. Most businesses respond by rolling their eyes. That is an expensive mistake.
Jul 9, 2026
AI
Augment First. Optimise Later.
There is a version of the AI conversation that most businesses are having right now, and it goes roughly like this. AI can do X. X currently costs us Y. Therefore AI saves us Y. Implement AI. It is a reasonable argument. It is also the wrong starting point.
Jun 26, 2026
Build
The pudding. And the proof.
The new Acoustic website was designed and built entirely by us, using AI-augmented development. Next.js for the framework, Sanity as a headless CMS, and the same approach we now bring to every client project. It is faster, more robust, and more cost-efficient than anything we could have delivered two years ago on WordPress.
Jun 24, 2026
Blog
Three reasons why you should never become a tech founder (and maybe one or two reasons why you should).
Tech startups are the holy grail for many people. Creating a company from scratch based on an idea you’ve come up with and refined together with your co-founders is a dream that many aspire to. Perhaps fewer people right now than in recent years, but still it’s cool, it’s exciting and it’s rewarding – or […]
Feb 23, 2024
Future
The Future is Unwritten
“The future ain’t what it used to be”, Yogi Berra, baseball coach The Promise of the Future What is the future? Is it simply whatever happens next in a linear timeline, or is it the idea of what is to come? Is it a dream, or is it a reality that has yet to have […]
Jan 29, 2024
Blog
To AI or not to AI? It’s not even a question.
The advent of generative AI, such as Chat GPT 3.5 and 4, Bard and others, has taken the world by storm. It’s literally changing our lives. For professionals, it’s a challenge to know when it’s ok to use AI, and when it’s not. Many companies have restricted the use for now until we know more. […]
Oct 26, 2023
Blog
Waking the Fallen
Between January 2015 and February 2017, I, Erik Ingvoldstad through my (now personal) company Acoustic group wrote a regular blog on digital transformation, marketing, media and strategy. At some point it all got lost, and the blog has been dead for years. Well, as of today, I have brought it back from the dead. I […]
Jan 17, 2023
What to expect
Blog Topics
Innovation & Strategy
How to find real problems worth solving. Strategic thinking for product teams.
Product Development
From concept to launch. Building products people actually want to use.
Design & UX
Human-centred design principles. Making products that feel intuitive.
AI & Augmentation
Using AI as a tool for human insight. Ethics, implementation, best practices.
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