Acoustic Thoughts
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CX
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
Blog
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
Acoustic
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
Blog
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
Blog
Innovating at the Speed of Life
Most companies are pretty good at developing their products and services to offer new features and new ways to engage the customer. But innovation on a grander level seems to be more complicated, and rarely gets the funding, the manpower and the senior management attention it deserves. Very few are able to change their business […]
May 24, 2018
Blog
Burn, baby, burn!
Hitting the reset button on the ad industry. The self-proclaimed “creative industry” is shaking at its foundation. Everything is changing around them, but the advertising agencies themselves seem to refuse to take any part in the transformation that is going on. Clients are challenging them to be more efficient, more accountable and more creative – […]
Dec 11, 2017
Blog
Fewer reports, more problem-solving ideas
Many people and companies get a bit uncomfortable with the ideas of management consultants and other business development consultancies. It’s understandable. I mean, most consultants produce reports, not actual solutions. That may have been a great thing in the last millennium, but in the current age, we don’t need just analysis and potential scenarios. We […]
Dec 6, 2017
Blog
Independence Day
The big consultancies are gathering more and more power. They have quickly branched out from the core business of management consulting, IT consulting, accounting etc., to take on Digital Transformation, customer experience and now even creative communication services. And at first glance, this can sound like a good idea for clients. They can get everything […]
Nov 17, 2017
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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