Feb 19, 2026

If you have noticed your organic traffic numbers shifting lately, you are certainly not alone. While the industry often talks about a “search apocalypse”, we think there is a much more exciting story unfolding just beneath the surface. We are moving away from the era of chasing every single click and entering a time where search acts as a ✨premium filter✨ for your brand. This is a chance to rise above the noise and clutter and focus on being the most helpful and trusted voice in your space. In this episode of Connecting the dots, I sat down with Kristina Bergwall, our SEO Director at Precis, who has spent fourteen (14!!) years guiding brands through the evolution of search. Kristina’s team recently conducted an extensive study into how AI Overviews are reshaping website traffic. By analysing 12 million USD of monthly search value, they discovered that value is not disappearing but is being redirected into a new kind of digital endorsement. Here is a recap and debrief of our conversation and how you can embrace this change to ensure your brand remains the definitive source of truth in an AI driven world.

Jan 21, 2026

We often use the word “legacy” to describe successful, long-standing brands. But in today’s market, resting on history is a trap. If you only rely on the past, you risk becoming a museum piece, not a market leader. To drive sustainable growth, brands need to move from being “legacy” to being culturally relevant. In this episode of Connecting the dots, I sat down with Alexander Matt, former Global CMO at Fjällräven and a key architect behind iconic brand moments at Adidas Originals and Levi’s. He has spent his career building brands that don’t just sell products but create movements. Here is what we covered and how you can apply these principles to build a brand people will actually fight for.

Dec 1, 2025

Many CMOs treat KPIs as performance metrics and skip OKRs altogether… or worse, turn them into a bloated reporting exercise. But as Sophie puts it, “KPI tracking won’t guide what to focus on next quarter. OKRs will.”