Author: Sophie Moore

Nanna Schultz on working with your customers instead of for them


Author: Sophie Moore

Webamp spoke to Nanna Schultz , founder and CEO of Momkind about her experience as an entrepreneur and mother, how to deal with failures and the importance of research before you launch a product.

Nanna Schultz ended up on the path she took into entrepreneurship somewhat by chance, having had the desire to start her own business but with no clear idea what it would be. Her moment of clarity came when listening to a podcast episode during her maternity leave for her second child sparked an idea within her that led her to give life to Momkind, a third child of sorts. Living in New York as a first time mother, she had found her expectations of what the postpartum experience would be like to be way off. The birth had gone well, she just felt a sense of pressure surrounding the fact that she had become somebody’s mother, just like that. She observed that during pregnancy, we have a tendency to focus on our bodies and wellbeing, everyone rushes to take care of us. A shift happens as soon as we give birth, our focus becomes entirely on the baby, the mother’s needs and experiences become secondary, almost forgotten about. Momkind is a way for Nanna to refocus the way we approach motherhood and postpartum life. Born from an idea sparked while listening to the How I Built This podcast by NPR with an American mother who had set up a company collating postpartum boxes with products from different brands for new mothers. Nanna took this a step further with Momkind and set out to create her own products along with a community for new mothers navigating life postpartum. Utilising the time her maternity leave gave her, she started contacting brands and planning what kind of products she wanted her boxes to contain. Her first product was a mesh panty designed specifically for postpartum that was a redesign of the standard hospital ones that often lead new mothers feeling less like themselves, less like women. Being a mother in hospital is a strange paradigm to find oneself in, you’re not an ill patient but you’re sort of treated like one. Nanna set out to change this, ordering 4000 units to her front door with no idea where it would lead her. She soon discovered that she had found a market that spoke to a group of people who are often forgotten about, selling products that weren’t really readily available to anyone yet. And so Nanna was now an entrepreneur. Fast forward a year and the Momkind team has expanded and moved out of her home and into an office that they are rapidly outgrowing as the community builds and the business goes from strength to strength. Becoming an entrepreneur with a young family takes a lot of guts, but Nanna is a testament to the fact that it is possible if you put your mind to it. 

“When you enter the world of entrepreneurship you’re told you’ll have to juggle everything and you’ll have to turn your back on your family and things will get a little crazy. It was very important to me to show that it is possible even with two kids.”

Entering into the world of entrepreneurship means facing the fact that you’re going to fail, often. It’s how you deal with those failures that will determine how far you go. Nanna has perfected the art of having faith in her ability to figure things out. When faced with a roadblock or mistake, she simply breathes through it, choosing not to dwell on it and continuing on her path forwards, even if it is in a slightly different direction than she anticipated. Growth is an ongoing process, with twists and turns, detours and reroutes along the way. It is not easy but seeing something develop from an idea into a close knit community of like minded must feel rather amazing. The community is the foundation of Momkind, without their support and feedback, Nanna’s brainchild would not have grown in the way it has over the short space of a year. In fact that’s where it all began, with her growing the instagram and facebook pages before she even had a product to launch, allowing her to seek valuable insights and feedback from her future customers during the product development process. Nanna has learnt the importance of asking questions, of never assuming you have all the answers and the power of creating with the customer instead of for them. A process that is so far removed from the norm, it’s inspiring to see. 

“Co-creation is at the forefront of everything we do.”

A strong sense of purpose is another thing that the foundations of Momkind are built on. A purpose fuelled by a promise that no mother would ever feel alone, a promise to break taboos by having open and honest conversations about  postpartum experiences. Take a visit to the Momkind instagram and you will find an authentic balance between serious and humorous, setting a tone for open communication within an accepting community. This was something that Nanna has identified that she really wished she’d had access to as a first time mother, overwhelmed by her feelings and emotions that felt like a confusing whirlwind of negative and positive all mixed into one. 

“I felt it was the craziest thing that had ever happened to me and so needed to be able to laugh about it for it to feel less intense.”

At the end of her first year in the world of entrepreneurship, Nanna has learnt a lot. Her advice to those embarking on this journey is this : talk to a lot of people. Talk to people before you take the plunge. Talk to people who don’t necessarily agree with you, they’ll help you to highlight your blind spots and see the things you’d normally miss. Talk to people that don’t look like you, make sure your team includes a variety of perspectives and backgrounds else you may as well be talking to yourself. Talk to people and build your network, it’s important to have people around you that can help you with the things you don’t know anything about yourself. Talk to the people you serve about your ideas and concepts, get their feedback and truly take it on board. It can be so easy to become protective of your ideas, but without these important conversations you run the risk of launching products into a world you know nothing about, for people you know nothing about. And last but not least, talk to yourself, make sure you know what your vision is, your purpose. Tell yourself it’s ok when things don’t go to plan. Tell yourself it’s ok that your business plan changes every five minutes to take into account the craziness of the world you now find yourself in. Without conversations like these Nanna would not be where she is today, with a strong community of mothers behind her and a promise to them that they will never be alone. What a beautiful thing to have built.

Webamp would like to extend its gratitude to Nanna for sharing her journey and words of wisdom. If you were inspired by Nanna’s story, visit to continue the conversation, become part of the instagram or facebook communities or connect with her on Linkedin

For more stories of entrepreneurship visit the blog, continue the conversation with Nicolai Vittrup on Linkedin and visit for all your seo, ppc and web related needs.

Skal vi tale sammen?

Rebecca Thandi Norman – “it will never be less complicated than it is right now.”


Author: Sophie Moore

Webamp spoke to Rebecca Thandi Norman, editor in chief of Scandinavia Standard about creating communities, the danger of being consumed by your inbox and learning how to make u-turns in the face of roadblocks. 

Frustration can manifest in many different ways. For some it can paralyse, stop you in your tracks and leave you confused about which direction to go. For others it can be a catalyst for change, an undeniable push away from the way things have always been. In Rebecca’s case it was the latter, frustrated with the lack of a singular platform for internationals in Scandinavia to find all the information they needed in english to live a culturally rich life there. From that frustration Scandinavia Standard was born, brought to life in collaboration with a new friend, Freya McOmish. 

“As immigrants to Denmark, it took us years to figure out how to live culturally rich lives there, because everything is in Danish. We wanted to create a beautiful, functional platform that would show people – locals, travellers, and Scandiphiles around the world – what was going on in the region.”

Since the beginning of their journey as first-time business women, Rebecca and her team have learnt a lot about how to turn an idea into reality. Everything has been done with the intention of building a community and understanding for their readers, all with a touch of fun, of course. This journey hasn’t always been easy but often it’s the times that things go wrong that teach you the most.

“Building a business is all about learning how to make a U-turn when you hit a dead end and find another path.”

Being able to adapt and reroute when faced with difficulty is a skill that will serve you well in the business world. It’s rarely possible to predict how things will pan out, to know the twists and turns you will encounter along your journey. No two stories are the same, but there’s a lot to learn from the stories of others. From Rebecca we can learn how to use stubbornness to our advantage, to use it to propel us forwards even at times when we are close to giving up. 

“When we weren’t making enough money to pay ourselves, it felt so frustrating because we were putting in all this time and effort and passion, but we weren’t getting the outcome we wanted. But I am incredibly stubborn and I love this business. I know that people find it helpful in their lives, I know they find it beautiful, I know it brings people joy. So that’s worthwhile to me.”

Believing in what you do is more important than any action you could take when starting your own business. From belief comes determination and a persistence in the face of challenges. Belief is what keeps you going when things get tough, it is the light at the end of the tunnel when making a dream become reality. And yet all the belief in the world will only get you so far. Despite having made a decision to go out and make it on your own, it is so incredibly important to remember how much we can learn from those around us. It is not weak to ask for help, it is wise. Others can often see the things we miss, a bit of distance can make everything clearer and seeking the opinions of others can help us to look at things from a different perspective. Rebecca is a strong advocate for asking for input from others. 

“I love constructive criticism. I don’t know everything about writing, or editing, and I love understanding how others see our content. The most helpful criticisms have been short messages from readers that show me a totally different way of looking at something, and it makes me change the way we approach that subject.”

Change sees us grow and evolve in ways we could never have imagined, our skills strengthened and diversified by the obstacles and diversions we have encountered along the way. In writing especially, time only makes our voices become clearer, wiser and more insightful. For a publication such as Scandinavia Standard, the audience is just as important as the content it shares. With the aim of building a community comes the responsibility to ensure the voice and topics discussed appeals to the right people. This takes time and experience, the ability to adapt and expand, something that Rebecca and her growing team have had to deal with first hand. 

“I used to write in a much more personal way – you can see that from early articles – and as we grew, that style had to evolve in order to include other writers in our universe. Scandinavia Standard was never meant to be a personal blog, so I had to find that balance of personable but not personal.”


As the business grew, so did her team, with new writers being brought on board to discuss an ever widening range of topics. Bringing in new contributors can be tricky and it’s important to make sure their voices and visions align with the existing platform. For Rebecca, the perfect content writer is curious, with specific knowledge in their areas of interest. She looks for people who stick to a deadline and is able to take on board constructive criticism, but perhaps the most important quality is having a unique voice with an understanding of how it fits into the brand universe. No two voices are the same but having a group of people with the same vision and understanding of what is trying to be achieved makes for a publication that has a clear message for its readers. It’s about growing together and being truly passionate in the things you are writing about. 

“One of my mottos is, “it will never be less complicated than it is right now.” As you grow your business, things get more layered and complex. There are more people to think about, the projects get bigger, the stakes get higher. I think it’s important to be grateful for the point you’re at, when you’re there, even if it comes with its own set of problems. It will never get less complicated.”

With growth comes more responsibilities, more people to bring together and more projects to manage. Over time this can become more difficult to manage and it can be easy to become overwhelmed by it all. To stay on top of this, Rebecca starts off every working day by checking her emails. 

“It’s important to me that I respond to people in a timely manner and that I feel on top of my work, but I also hate getting consumed by emails. David Gilboa, the co-founder of Warby Parker, said that “emails are a to-do list others create for you without your consent,” and that really stuck with me. So I give myself an hour for emails, then I move on to content.”

Setting boundaries is important, knowing what time you have to allocate to each thing and making sure you stick to it. In running a business it can quickly become more about what others need from you instead of what you are capable of giving to others. A line must be drawn somewhere. This year, more than ever before, the boundaries have been pushed and the lines have been blurred as we’ve all had to adapt to an unrecognisable outside world. There is no formula to apply to get us through the uncertainty, just as there is also no formula for setting up a successful business no matter what the external circumstances may be. It’s easy to look back in hindsight and see the steps you needed to take to get from A to B. 

“I wish I had known how long it would take in order to make real money. It takes a long time. You have to be prepared for that, and realistic with yourself (and your family) about what’s possible for you, both in terms of time and money commitment.” 

Being realistic and honest about what you’re prepared to give to the drive towards eventually reaching financial security doesn’t mean having a list and sticking to it. Time has a tendency to shift our perspectives, it changes what we’re capable of as we overcome obstacles and learn new skills. Malleability is a secret weapon to have in your entourage as a business owner, the willingness to try something new and push the boundaries of what has been done before. Looking to others for inspiration is a way to stay open minded, to see the vastness of what is possible and learn from those who have gone before us. Inspiration can be found anywhere, in anyone, for Rebecca, that person is artist David Hockney. 

“What I really love about his work is how he’s always willing to try something new. He isn’t tied to any particular medium or subject; it’s so clear that he derives a lot of joy from the process of art. Like Hockney, I believe that all style is essentially an affectation. I love exploring that. That idea has helped me understand that I can change as needed; that my work is a reflection of me in some way, but it isn’t me.”

We can learn so much from each other, from sharing the things that inspire us with others, to bringing each other together in the communities we have built for ourselves. Scandinavia Standard was borne out of frustration but it has blossomed into a beautiful community of people who want to broaden their horizons, make the most of the places they live in and gain insight into the goings on of the Scandinavian region. This is a testament to the determination of two women who had a vision they refused to give up on. Rebecca and Freya are an inspiration to us all. 

We would like to extend our thanks to Rebecca for speaking with us. If you enjoyed hearing about the story behind Scandinavia Standard head over to the site to become part of the community, or connect with Rebecca on LinkedIn. Image Credit: Freya McOmish

If you would like to read more about entrepreneurship and leadership, head over to the blog. Connect with Nicolai Vittrup on Linkedin and check out for all your web related needs. 

Let’s talk!

Felicity Wingrove : “The more I learn, the more I realise there are more questions.”


Author: Sophie Moore

Webamp spoke to Felicity Wingrove, managing director of Zen Communications, master of language and PR wizard about doing the right thing, the power of communication and the magic that can occur when you listen to your inner voice.

Felicity always assumed she would be a speech writer, growing up engrossed in the speeches of people such as Martin Luther King Jr and Winston Churchill when her peers had their noses within the pages of More Magazine. She spent her time trying to work out how these influential figures had not just changed their world but THE world through the simplest act of carefully selecting their words. She studied English Language Linguistics at University and upon graduating found herself working for a PR agency, embarking on a 22 year long career (so far) in the PR world. She has continued her studies alongside her career, obtaining a slew of qualifications in a variety of fields including neuro-linguistic programming, behavioural psychology, and psycholinguistics. Felicity launched her own agency thirteen years ago after becoming increasingly frustrated with a two dimensional way of doing things in the world of public relations. 

“I wanted to do things differently and bring in the appreciation for the power of language that is missing from traditional PR.”

Fed up with things always being based around competition between the two sides rather than collaboration, Felicity always felt there was never a true partnership between agencies and their clients. People told her she was too idealistic, that it sounded great on a greetings card but it would never work in real life. Yet she had this idea that PR should be about genuine partnerships, where you can have honest conversations and remove the combative competition with the client. You can achieve so much more when you’re not afraid of failing. Zen Communications was born from a yearning to sit in integrity, to do the right thing for the right reasons even if no one’s watching, a personal mantra that Felicity has lived by since childhood. She built her own agency where she could really partner with her clients, where she absolutely cared about them and where she could become embedded in their businesses. For her it wasn’t about being a cheerleader, it was about being a bodyguard. Magic happens when your clients trust you and you have built a relationship that allows the client to be vulnerable. The foundations of Zen are built upon a desire to empower others, to help people and organisations to communicate with mastery. 

“When you communicate with absolute mastery, you’re standing in your power, you’re standing in your authenticity. It’s a beautiful gift to give someone- the ability to fully understand and be understood.”

Most of the issues in our world come from miscommunication. The whole process of communication is a minefield littered with all sorts of challenges to be overcome. 

We have to overcome our own individual view of the world, the sunglasses through which we see everything and that’s ever changing. It’s changed by your nutrition, the things you’ve seen on television, whether you’ve studied, what you’ve studied and the life experiences you have.

“As a master communicator, my role is to pick up on that, to notice cues and adapt and flex the descriptors that I use. I can do that using all sorts of tools and tactics and models that I know. By teaching business owners, and leaders in particular how to do exactly the same, I’m giving them and their teams the ability to feel that wonderful sensation of mastery of communication.” 

Being clear on what you want to say and how you want to say it is the cornerstone of successful communication. Communicating clearly and effectively is about more than stringing words together to form a sentence. It’s about making everyone feel held by the message that you’re giving them. Felicity’s driver is helping the people she works with be curious about their communication. It isn’t just what we were taught in school. It’s not prescribed rules and communicating in a way that is correct, it’s an entire suite of tools and tactics that can be deployed deliberately to achieve specific aims and create emotional connection. 

The way we communicate is ever changing, ever evolving as the world we live in. It can take a while for us all to catch up. The lives of our parents and their parents and their parents before that looked very different to the world we live in today, and so the ways in which we live, work and communicate must be adjusted accordingly. The rulebooks that worked for them no longer apply to us. Felicity calls herself a renowned rule breaker. Not in the legal sense, rest assured but in a sense of striving for more, for better, for change. She actively chooses to go against the status quo in favour of fuelling her curiosity, intellectually and psychologically. This wasn’t always the case. It’s something she has learnt to do, a muscle she has strengthened over time. 

“When I started my career I always did what I thought I needed to do and I didn’t always listen to my inner voice. If I’m really honest I knew before I even joined the national agency that the traditional PR world wasn’t for me. I needed to do something differently.”

Her advice to those at the beginning of their journey : listen and act on your internal voice. Recognise what is completely non negotiable for you and chase it, otherwise you’re going to end up feeling like you’re selling your soul to Satan doing a job that makes you feel the need to shower every time you come home from work. That voice inside of you asking for more, asking for better, the one you keep hushing and ignoring? Listen to it and it will lead you to great things. It worked for Felicity. 

Each work day begins with selecting three things to get done by the end of the day. Not by checking her emails or jumping straight into meetings. Felicity sits down and looks at what SHE needs to do, not what someone else needs her to do. As a woman this is a very important boundary to set, what with a tendency to look back at the end of the day and feel unsatisfied with what has been achieved despite the fact of having an unrealistic pile to begin with. Three things keeps it manageable, realistic and within the boundaries of how much work should be done in a day. It helps to keep the balance between work and home life, one that, in the world of COVID-19 is ever difficult to juggle. More than ever, we have to be clear on when we’re working and when we’re not, else the lines will blur and boundaries will be broken down completely. This year has seen us moving the workplace into the spaces in which we cook, eat, sleep and relax with little time for prior planning. This shift has been difficult for us all, Felicity’s team at Zen included. Changes had to be made and so she made the swift move to abolish the concept of the working week as the UK found itself in its initial lockdown. Monday to Friday was no more, there were no set requirements to work from 9-5. Her workforce was left with the freedom to adapt their work day to suit them and their families’ needs as the world around them was turned upside down. This is just one example of the kind of leadership that Felicity embodies as managing director, building a workplace that exudes a positive company culture. 

“We’re so proud of our culture. We have thrown everything in terms of heart and soul at the culture. Our values are on the wall but they’re not just on the wall. We live and breathe them. We introduce them to things like personal development plans, we talk about how they are embodying our core values such as collaboration, asking them to recall a time they have truly collaborated with others and that’s what they get their pay rise on, that’s what they get their promotion for, is truly living the values.”

A challenge every company faces when developing its culture is ensuring that their values don’t just exist on a plaque on the wall. Culture can be well meaning but it’s all too easy to get swept up in making everything sound and look pretty. You can come up with beautiful images and beautiful words to embody the company culture but without a clear understanding within the workforce of how this translates into working life, it’s all just words and pictures plastered on the wall. As human beings we tend to believe that the way we see the world is how everyone else does as well. According to Felicity, a way we can get past this is ensuring that the culture is explained using all four communication styles, using 4mat. This technique works on the basis that there are how, what, why and what if people among us. Why people want a one liner, the purpose statement with all of the juice in that one line. What people want the chunky paragraph underneath, a bit more context. How people want 4-5 bullet points breaking down the specifics. What if people want to know what happens if it’s raining or if it happens on a tuesday. This is where most businesses make mistakes, they put too much emphasis on the overarching statement and don’t take the time to break it down in a way that ensures each employee understands. 

“The biggest challenge that businesses have from a culture perspective is to communicate that culture in a way that resounds with their team and that their team can take ownership of and move it away from something on the wall and towards something that exists in real life.”

When your employees can take ownership of the fact that they are truly a part of the company, that they are a part of building a positive working environment, everything else becomes easier. Communicating clearly in a way everyone can understand is a magical power that should be invested in more. 

Speaking of investments, Felicity is a strong believer in the importance of investing in yourself. An advocate for lifelong learning, growth is a personal value of hers that she takes very seriously. So seriously in fact that she and her partner could be mortgage free right now if it weren’t for their hunger to learn and deepen their knowledge. It’s an investment they will never regret. For Felicity this hunger for learning is spurred on by her sense of curiosity, the urge to ask questions and find the answers to them. She has actively sought out people who are an expert in what they do and she’s learned everything she can from them. This is a quest she will feel is never complete : “The more I learn the more I realise there are more questions.” In a world that tells you that if you go to school, get good grades, go to university and get a degree under your belt, you will have everything you need to start your career, it’s certainly refreshing to come across someone who openly admits they will never have all the answers. Someone who actively seeks opportunities to ask more questions. What’s more inspiring still is that she is consciously passing this curiosity onto her children, leaving a legacy behind in the form of an appreciation for learning that so few people have nowadays. Kids don’t do what we say, they do as we do. In modelling them for curiosity and lifelong learning, you give them a hunger for developing themselves that will benefit them in every aspect of their lives. Recounting a conversation with her five year old son on the walk to school, Felicity stresses the impact of this narrative. He explained that he found learning hard work and asked if they could go home instead, that she didn’t want to go to work just as he didn’t want to go to school. 

Her response was this: “I do want to go to work, it’s such a privilege to be able to go there. I’ve worked hard to be brilliant at what I do and I get to do it for a living. If you go to school and you study hard you can empower yourself not just to get a job but to follow your calling, to find your place in the world, to be whoever and whatever you want to be. But you can’t do that unless you’ve got this learning behind you, you need these tools to do it.” 

A small breadcrumb of the lessons she hopes to teach her children and one that emphasises the power mindset can have over your day to day existence. Shifting the narrative from ‘having’ to go to work to ‘getting’ to go to work really brings home the impact of the words we choose to communicate with. Using the word “have” is binary, it’s closed. “Get” triggers curiosity, it prompts you to process gratitude for even the smallest of things and suddenly putting on a load of washing becomes something to be grateful for, in the knowledge that you have beautiful clothes and you get to wear them. If there’s one thing that 2020 has prompted any of us to do, it’s to appreciate what we have. To appreciate the people we see, the homes we live in, the work we do, the lessons we hope to teach our children. It seems as though Felicity embodies this mindset of gratitude and curiosity in all that she does. We should all be more like Felicity. 

We’d like to thank Felicity for all her invaluable insights into the power of communication. To keep up with her work visit, connect with her on LinkedIn or like the company page. 

If you were inspired by the world of entrepreneurship and company culture, find more on the Blog, connect with Nicolai Vittrup on LinkedIn or go to for all your web related needs. 

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Anita Klausen on the importance of believing in yourself.


Author:  Sophie Moore

Webamp picked the brains of Neuromarketing expert Anita Klausen about what really makes her tick, how the world of marketing can benefit from the work she does and the importance of believing in yourself.

If you’d asked a younger Anita if she ever saw herself immersed in the marketing world she would have thought you were crazy. And yet here she is, embarking on a new journey as a self employed neuro-marketer, doing what she loves for a living. Her story begins during her studies where her dream was to become a multilingual simultaneous interpreter until her path took an unexpected turn once she came into contact with the world of marketing during her bachelor’s studies. At this time she did everything by the books, having two marketing jobs before becoming a board member, volunteering in the marketing departments of four organisations all while maintaining a very active blog that served as a news site for all things marketing. It all changed when she began focusing on her thesis, entitled ‘The role of Dopamine in Social Media interaction and CRM’ and she found her niche in the world of Neuromarketing. Once this interest was sparked, it grew within Anita like a wildfire. She became more and more rooted in the Neuromarketing world, being invited to speak at some of the largest marketing conferences, offered teaching positions, all pushing her to realise this was her calling. She ‘set up shop’ and founded her own company that would allow her to pursue these passion projects seriously as a professional alongside her regular job working at Bolius – where she had worked her way up to become their Head of Social, running social media campaigns and working closely with project managers and project management teams. She found herself feeling a little restless and frustrated, leading her to take a bold move and take a leap of faith in her own business, leaving her position at Bolius. Sometimes it takes hitting a wall to remind us of what’s important, to give us a push towards chasing our dreams rather than putting them to the side while we play it safe. Sometimes it takes realising we’re putting our potential on hold and denying ourselves the time and energy to focus on what truly matters to us. And so in August Anita decided to turn the focus on her own work, and start working for herself. 

It felt like a gamble in light of COVID-19, but so far it’s been a great decision both personally and professionally. It feels like the most natural thing and it’s definitely been one of the best things I’ve ever done for myself.

It allows her to focus even more on neuromarketing while still being able to focus on advertising and paid media.  This year has seen a lot of us having to learn how to think outside of the box, to come up with new ways of working in an attempt to stay afloat amidst the crashing waves of uncertainty that 2020 has forced upon us all. Businesses are finding new ways of doing things, evolving and adapting like never before and changing their perspectives. It’s refreshing to see despite the circumstances under which these changes had to be made. 

As Anita puts it : “It’s safe and easy to do exactly the same as everybody else, but thinking outside the box changes the game completely.

So after all this talk about neuromarketing, what is it exactly? Neuromarketing is having insight from neuroscience and applying it to marketing. It’s about knowing why certain things work, as opposed to just knowing what works and what doesn’t. 

For most of us, this seems a very niche area of a very broad concept. Anita’s journey towards specialising in Neuromarketing began with a fascination with a debate that was going on at the time. A debate about Social Media and addiction that drew her in with a need to research it further. She had always associated addiction with alcohol and drugs and knew what effect it could have on people but this idea of addiction to social media was a new concept, she had never seen it affect people in a way substance addiction can. The deeper she delved into research, the clearer it became that no one had ever made a clear connection with actual evidence that it was even possible to become addicted to social media. In fact, no study existed that explored the link between social media and dopamine and how one triggers the other (an overstimulation of dopamine during a longer period of time is what causes addiction). This was when she knew this had to be the topic of her thesis, one which led her to win an award for her research.

However it wasn’t an easy ride towards recognition. She suffered from countless rejections from lecturers who thought the topic was too ambitious to be a successful thesis before finding a PhD who was willing to be her supervisor. If it weren’t for that one person who was willing to take a chance on Anita and trust in her to deliver on what she thought was possible, she would not be where she is today. She would never have specialised in Neuromarketing. It goes to show how important it is to have people behind us, believing in us and  our vision. It’s about having the drive not to give up when we encounter people who don’t understand our passion for something, who are unwilling to see the potential we hold within us. Just because one person, two people or a whole group of people can’t see past their own projections of what is and isn’t possible, it does not mean it is not possible for you. You know within your heart what you are capable of, just as Anita did and you owe it to yourself to keep on going until you achieve it. Giving up means a waste of potential. Giving up means you value others opinions and beliefs about the possibilities more than your own. Imagine what creations and businesses and collaborations could be possible if we stopped getting in our own way and refused to give up. 

Marketing doesn’t have to be as complicated or scary as it can often seem. It’s all about playing to your strengths and outsourcing when your weaknesses require you to. Anita’s advice to those just starting out without their own marketing guru is this : 

“Work with specialists. Hire a nerd or find a freelancer. If you’re new to marketing and have a limited budget you’re better off going with a very, very small agency or a dedicated freelancer, you’re easily overlooked at a large agency. And if you do hire a nerd you should fully hand over the reins to them. Let them tell you what to do, and not the other way around. They know what they’re doing, you have to let them do their thing. 

And last but not least, prioritise your strategy and tactics before you go to war. Sure, you can start throwing money at Facebook and Google for Ads, but you’ll be shooting blanks if you haven’t pinpointed your enemies, kings and queens. You can’t go to war if you don’t know who you’re up against. You can’t win if you don’t know who you’re battling.”

It’s about knowing who you’re trying to communicate with, how exactly you want to communicate with them and understanding the ways in which you can do so. This takes a special kind of confidence in yourself and your work. It takes having a clear vision of who you are and what you have to offer, to clients, to customers and to employers. During her time at Bolius, Anita faced this challenge herself. She observed that the marketing agency they were using was underperforming. She felt in her gut that she herself could do a better job and took a bold move in deciding to say exactly that to the CEO of the company. She told him that compared to the performance of their marketing agency she’d be able to deliver double the results with half the budget they were given. He looked at her quietly for what seemed like forever. Then he said: ‘Okay, I’ll give you a chance. But you better deliver!”. Not many people would have had the guts to have such unwavering confidence and their abilities. But it paid off. 

“He fired the marketing agency. I remember being so sure of my statement until the CEO actually gave me a chance. Then suddenly I doubted myself and was constantly trying to convince myself. In the end I delivered more than promised and the CEO never hired an agency to do my job again. I think of that experience whenever I start doubting myself. Why change my mind if I was at one point so sure of myself?” 

In a world that is more often than not male dominated, Anita has found a place for herself. She has believed in herself when others haven’t and she’s refused to play small in the face of uncertainty. 

“At times I can tell that I have to make an effort to show my know-how or put my experience and expertise to show. Like there’s an assumption that I’m not as ‘nerdy’ as the guys because I’m a woman. I become aware of it when I’m assumed to be a ‘he’ because I work in marketing, e.g. when people recommend me to others. “Oh, he sounds like a match”. However, people are more surprised by the fact that I ride a motorcycle or play table football than they are about me working in marketing.”

It would be wrong to say that there isn’t a disparity between men and women within the marketing world nonetheless. In 9 out of 10 settings Anita finds herself being the only woman in the room, her network consists of more men than women and it is not uncommon to see marketing offices that only have male employees. There is clearly a problem. 

“I very often see females in marketing not promoting themselves. It’s simply not something we’re raised to do – we’re raised dressing up dolls and being straight A-students. Not climbing trees and learning what it feels like to fall or riding fast on our bikes and learning to feel confident in taking risks. I’ve definitely worked on myself – and I still do – in order to teach myself to be more bold, learning that opinions and disagreements aren’t a failure, that self-promotion isn’t a death sentence and that very often the limits to your success are only defined by how self-restricted you are.”

If that isn’t a mindset to admire, what is? It’s people like Anita, who identify the ways in which we are held back, to push back against them and refuse to live in the way we were raised, that have the power to inspire change in us all. A change in the way we treat ourselves, a change in the way we show up for ourselves and each other and a change in the things we believe we are capable of. Imagine what kind of world we could be living in if we just commit to unlearning the lessons society has taught us about ourselves. Imagine a world in which we all had the confidence in ourselves to be bold and no longer fear failure. What a world that would be.

Webamp offers its thanks to Anita for taking the time to share her insights and journey to become the expert that she now is in the Neuromarketing world. If you were inspired by the world of neuromarketing, go to Anita’s site to learn more about the work she does, or connect with Anita on Linkedin. All images in this post are courtesy of Christina Jensen, find more of her work on instagram @chris1million.

If you enjoyed reading about entrepreneurship, find more posts on the Blog, connect with Nicolai Vittrup on LinkedIn or go to Webamp for all your SEO, PPC and web related needs.

Let’s Talk!

Anne Rosholm on fearing failure, working for free and dreaming of a better future for everyone.


Author: Sophie Moore

Webamp spoke to Anne Rosholm, CEO of ANNRO, a sustainable fashion brand based in Copenhagen about following your own dreams and the power that can be found in rejecting the way things have always been done. 

Since she was a child Anne Rosholm has dreamt of becoming a fashion designer, designing and making clothes for herself, even then. When she finished her education as a design technologist from KEA in 2015, she worked for a fashion brand for a year and a half, gaining insight and experience in the world of fashion. However it made it clear to her that it was not an option to spend her life making the dreams of others become a reality, she would at some point have to pursue dreams of her own. And so ANNRO was born, out of a love for fashion and a passion for making a change in the way it exists in the world. 

“Choosing a sustainable path was a given for me, as the fashion Industry is one of the most polluting in the world. It wouldn’t make sense for me to found a company that doesn’t try to make the world better in some way.”

Anne’s dreams and vision for a better future for us all has seen her grow her business up from the ground, often having to wear many hats and master the skills of the people she didn’t have the budget to hire in the very beginning. This juggling of different roles only deepened her curiosity and thirst for new knowledge and understanding of the way things can be done. A deep determination has been the recipe for success as an entrepreneur : “If I wasn’t willing to work for free for many years, I would never have been able to take this journey.”  Becoming an entrepreneur is a commitment to many things. To your vision. To do whatever it takes to make it a reality. To learn as you go along. To admit you don’t have all of the answers. Reflecting on her own journey as an entrepreneur, Anne reflects on what she wishes she’d known. 

“I definitely wish I would have known that it’s unavoidable and downright necessary to make a lot of mistakes along the way. The fear of failing was holding me back at the beginning and I definitely wasn’t great at receiving advice and criticism. I’m still working on that, but I’m slowly starting to accept that I can’t and don’t know everything and that growth only comes from realising that – in yourself as well as in your business.” 

Letting go of fear and criticism is key to reaching your potential. If you don’t you risk being held back by the invisible strands that latch onto your subconscious and guide you along the safest path. But playing it safe is not always the best option. There’s magic to be found in the inky darkness of the unknown. Dreaming big is the only way to induce change on any level. We don’t evolve or grow by sticking to the status quo and we don’t solve problems by continuing to do things in the way they have always been done. This idea of change is firmly rooted in Anne’s vision, with a dream for a more conscious consumption of fashion and a revolution in the way we treat the people who make it. 

“Something needs to change on a larger scale, and we need to stop asking why sustainable options are expensive and start asking how everything else can be so cheap.”

ANNRO is a brand with a vision. A vision of providing sustainable, conscious clothing to people who truly care about the world they live in. Anne believes wholeheartedly that to make a real change she needs her brand to speak to as many people as possible. It needs to inspire those who love fashion but who are more inclined to buy into the world of fast fashion rather than sustainable alternatives. Her hope is to inspire them just as much as the ones who already buy sustainable clothing. 

“If we are not able to inspire these people with our clothes, then we will not be able to make them choose the sustainable brands over the fast fashion brands – and thereby are we not able to actually make a change.”

A lot of sustainable brands sometimes tend to go with colorless, shapeless designs and thereby only speak to people who love this specific style. Anne is striving to be an actual alternative to fast fashion brands by creating designs that people buy, because they are beautiful and desirable – not because they are sustainable. By knowing exactly who you are speaking to with your products you are embodying the message you wish to give to them. It will come across in the things you make, the words you say and the connections you form. You will bring people together that your brand speaks to on a deeper level. The message for ANNRO is simple : “Sustainability should be a given, not an option.” This encapsulates the message of the change Anne wishes to make in the world. 

“I believe that we need to get to a place, where you should not have to put the word “sustainable” in front of “fashion” (or any other product for that matter) when browsing Google for conscious brands to shop from. And to make this change we need to try and guide the way for other brands and inspire businesses as well as consumers in ways to be sustainable.”

What is, for now, the exception, Anne hopes will become the norm through the communication of this message and through leading by example. It is this bold rejection of the status quo that is bubbling up to the surface in the actions and visions of the younger generations. There are more entrepreneurs than ever before, many of them young and ambitious with strong sets of values and clear visions for a better future. Idealistic and optimistic about their goals and possibilities for their careers, these generations seek to optimise and improve rather than adapting to existing ineffective ways of doing things. There is an intention of raising awareness, of sharing information and tools consumers need to be critical when buying goods. We need to all make a choice to stop looking for quantity over quality and hopefully over time, we can force the largest fast fashion brands worldwide to follow our example, because the consumers start choosing sustainable brands over non-sustainable brands. We need to be more intentional, more informed about where and how things are made and the impact they are going to have on the world and the people in it. 

“We are still a tiny company with a small voice, but the more we grow over time, hopefully we can reach out even further and inspire consumers to choose a more sustainable path.”

Webamp offers its thanks to Anne for taking the time to share her insights and journey towards a more sustainable future. If you were inspired by the world of sustainability and intentional fashion, go to, find them on Instagram or connect with Anne on Linkedin.

If you enjoyed reading about entrepreneurship, find more posts on the Blog, connect with Nicolai Vittrup on LinkedIn or go to Webamp for all your SEO, PPC and web related needs.

Let’s Talk!

Jens Vinggaard on embracing an uncertain future


Author: Sophie Moore

Webamp spoke to Jens Vinggaard, Project Manager at Benny Box about the power of word of mouth and the importance of creating a workplace people don’t want to leave behind. 

Jens arrived in Copenhagen several years ago, fresh faced and ready to “make it” as an actor. Life, as it so often does, had other plans for him which included enrolling in the Media Production and Management course at the Danish School of Media and Journalism, seeing him graduate in 2017. During his time there his visions for the future shifted and changed away from the idea of working as a production manager in a theatre towards a certainty he would end up in some kind of creative bureau. Skip forwards to 2018 to his Masters studies in Design Management at the SDU and Design School Kolding which ultimately led to his having to decide between a life and a job in the city he loved and furthering his education and moving to put an end to the lengthy commute. Work won out in the end and he has been a fixture in the Benny Box office ever since. 

“I might not always have been sure of what I wanted to do, but looking back at the last 10 years, it makes sense that I ended up where I am today.”

Sometimes life takes you on a journey you could never have predicted, surprising you with twists and turns that obscure the final destination but ultimately lead you to exactly where you are destined to be, surrounded by the people you are supposed to be with. The people in your life have a huge impact on your experience and so creating communities that welcome and nurture are of the utmost importance. Company culture is evolving to reflect this, to create workplaces that bring employees together no matter the size of the organisation. There is no formula to creating a successful culture,however at Benny Box they seem to have found one that works. 

“At Benny Box, we have a very relaxed culture. Even though we work with some big clients, we are still a relatively small agency, where we all work together to achieve our goals.”

In any company, each individual is just as important as the collective. Each individual has needs and goals of their own and the culture should encourage this. Jens’ boss and Benny Box founder Esben Fisker would rather create a culture where employees want to stay for many years rather than constantly seeking happiness elsewhere. A culture where the team (usually) goes home at 5 pm, and therefore has energy and surplus for the next day. The rest and recuperation is just as important as the work that is done, after all, you can’t pour from an empty glass. 

Unique is a very big word but every company has something they do in a way only they can. What makes Benny Box unique is their care for their craft, each project is different and so the results must be too. The thread that weaves each project together is the focus on storytelling, it  is at the core of every animation, illustration and title sequence that they produce from the very beginning of the process. The power of storytelling does more than inform their craft, however, it also brings work through the door. Almost all of the assignments that come Benny Box’s way are  fuelled by word of mouth, recommendations reaching new clients from the praise of previous ones. 

“I’m pretty convinced it’s because of the quality of our work. You can definitely find other studios who are cheaper, but to be honest you get what you pay for here at Benny Box.”

With quality comes hard work, something which can bring about a huge sense of satisfaction when you look back over what you’ve achieved. This feeling of achievement is what keeps Jens showing up to work every day, the burst of pride of having spent several months on a project and then finally seeing it unfold. Whether it’s a title sequence for Netflix, a whole new universe for DR or a facade illustration for the local clothing store, the feeling is the same. In fact the things that pull Jens into the office each day are the feelings his job evokes in him. The freedom he has been given by his boss, the trust and responsibility placed upon his shoulders, and the atmosphere of camaraderie and togetherness the culture at Benny Box has created between him and his colleagues. There’s a lot to be said for the bonding opportunities a round of MarioKart and a crate of beers provides. This year has proved to us all how much we need those around us in times of uncertainty. We have never needed strong company cultures more than we do now, you never know what is just around the corner. We need each other more than ever, to stand by one another to navigate whatever life throws our way and be rooted in the knowledge that we are all in this together. 

We’d like to give a huge thank you to Jens for sharing his journey with us and stressing the importance of a positive working environment. To see more of the work he does, visit the Benny Box website, find them on instagram or connect with him on linkedin

If you enjoyed hearing about company culture, read more posts on the topic on the blog. You can also find Nicolai Vittrup on Linkedin. For all things SEO, PPC and web related, visit Webamp.

Let’s talk!


Unique is a very big word but every company has something they do in a way only they can. What makes Benny Box unique is their care for their craft, each project is different and so the results must be too. The thread that weaves each project together is the focus on storytelling, it\u00a0 is at the core of every animation, illustration and title sequence that they produce from the very beginning of the process. The power of storytelling does more than inform their craft, however, it also brings work through the door. Almost all of the assignments that come Benny Box\u2019s way are\u00a0 fuelled by word of mouth, recommendations reaching new clients from the praise of previous ones.\u00a0<\/span><\/p>\n

\u201cI’m pretty convinced it\u2019s because of the quality of our work. You can definitely find other studios who are cheaper, but to be honest you get what you pay for here at Benny Box.\u201d<\/i><\/b><\/p>\n

With quality comes hard work, something which can bring about a huge sense of satisfaction when you look back over what you\u2019ve achieved. This feeling of achievement is what keeps Jens showing up to work every day, the burst of pride of having spent several months on a project and then finally seeing it unfold. Whether it’s a title sequence for Netflix, a whole new universe for DR or a facade illustration for the local clothing store, the feeling is the same. In fact the things that pull Jens into the office each day are the feelings his job evokes in him. The freedom he has been given by his boss, the trust and responsibility placed upon his shoulders, and the atmosphere of camaraderie and togetherness the culture at Benny Box has created between him and his colleagues. There’s a lot to be said for the bonding opportunities a round of MarioKart and a crate of beers provides. This year has proved to us all how much we need those around us in times of uncertainty. We have never needed strong company cultures more than we do now, you never know what is just around the corner. We need each other more than ever, to stand by one another to navigate whatever life throws our way and be rooted in the knowledge that we are all in this together.\u00a0<\/span><\/p>\n

We\u2019d like to give a huge thank you to Jens for sharing his journey with us and stressing the importance of a positive working environment. To see more of the work he does, visit the <\/span><\/i>Benny Box website<\/span><\/i><\/a><\/span>, find them on instagram or connect with him on <\/span><\/i>linkedin<\/span><\/span><\/i><\/a>.\u00a0<\/span><\/i><\/p>\n

If you enjoyed hearing about company culture, read more posts on the topic on the <\/span><\/i>blog<\/span><\/span><\/i><\/a>. You can also find Nicolai Vittrup on <\/span><\/i>Linkedin<\/span><\/i><\/a><\/span>. For all things SEO, PPC and web related, visit <\/span><\/i>Webamp<\/span><\/i><\/a><\/span>.<\/span><\/i><\/p>\n


Let’s talk!<\/h3>\n
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The importance of understanding each other : a glimpse into the world of Behavioural Economics.


Author: Sophie Moore

Webamp spoke with Christina Gravert, professor in behavioural economics at the University of Copenhagen and Co Founder of Impactually, about how she stumbled upon the world beyond classic economics and the importance of admitting you will never know it all.

Christina began her journey towards becoming a behavioural economist with no idea that was where she would end up. Upon completing a Bachelors in Economics and going on to do her Masters degree in International Economic Consulting, she envisioned herself going along the route of public policy and consulting work. And yet despite having a wealth of education under her belt, she had an inkling that she still had more to learn. This inkling would prove to change the direction of which she was headed towards where she is today. A position opened up as a PhD student at Aarhus University where she became fully immersed in the world of behavioral science. Something that had previously been a side interest, explored only through reading books in her spare time suddenly became her main focus. Having previously believed that behavioural science was “too fun” to be the basis for a PhD in economics, Christina began to join the dots between the two, realising the ways in which they were much closer than she thought as a student. Following her interests is something that has served her well, identifying and asking questions about the way things are done and the way we move through our daily lives. This curiosity has seen Christina move from strength to strength over the years, completing a PostDoc in Gothenburg, landing a tenure-track assistant professorship in Copenhagen and even starting her own business.

“After finishing my PhD I thought it would be nice to be able to do more direct consulting work and to inform people about how behavioural science is used outside of academia and outside of research. That’s when I started Impactually with Nurit Nobel who has a psychology background so we brought economics and psychology together to bridge the gap between science and practice.”

But what exactly is the difference between economics and behavioural economics? Well, classic economics tends to look at people as being fully rational, like perfect computers. It would assume for example that if someone wanted to lose weight, they would identify that they need to eat less calories and go to the gym more often, and then as long as they were physically able, they would do it. But behavioural economics would look at why a lot of the time people don’t do the things they know they need to do to achieve their goals. It looks at the fact that a person is able to afford a gym membership and healthy food and yet they still don’t go to the gym and they’re not eating well. It is concerned with looking at these human deviations from rational thinking. 

“Behavioral economics helps us to design better, more human centric policies. For example, we want to understand why some students who could take student loans or apply for scholarships to get them through university don’t make use of these offers. Traditional economics often does not have an answers. We need to add the psychological factors in as well.”

It makes a lot of sense to try and understand the factors that don’t fit in with expectations, to try to prepare for the unexpected and make sense of the complexity of human beings. This can be applied to every area of life, these deviations from rational thinking crop up everywhere and so being able to understand them and even attempt to predict them can allow policies and frameworks to be drawn up to accomodate for them. It’s so important for a business to be able to truly understand its customers and even its employees to allow for better communication for everyone. It allows people to do their jobs better. Christina’s research and constant curiosity has helped many companies and individuals better understand themselves and the people around them. One of the areas that her research has led her to dive deeper into is the relationships between reminders and changes in behaviour. A reminder triggers attention, it makes you think of a particular thing and are reminded to take some kind of action. The more reminders you get about something, the more likely you are to rank it as being important. But reminders can pile up, they can become overwhelming and yet somehow there are instances where we still don’t take action on the thing we’re being reminded to do. The longer we put it off, the guiltier we feel. And yet despite knowing there is a quick fix to the mounting sense of guilt we feel- just getting on with it and doing it- we still put it off. Christina’s research aims to find out why.  

“Say you get reminded that you wanted to call your grandmother and you’ve been putting it off for a week so then you feel bad about it. We’re trying to look into how reminders affect people’s behaviour and if they for example make people feel guilty but don’t get them to change behaviour, like you feel bad for not having called your grandmother but then you still don’t call her.”

The insights this research brings can bridge the gap between these deviations and possible solutions. They can help us do smarter business, understand our target markets better and turn potential customers into paying ones. It’s about getting a balance between giving someone a subtle reminder and bombarding them. Too much and you’ll turn people away, too little and they’ll drop off the radar forever. 

“It’s relevant for things like online marketing, you don’t want to send people too many reminders. But then if you don’t send someone an email they probably won’t do anything. We don’t have to remind people to eat something because they’ll eventually get hungry, it’s not the same with things that are not part of our habits or that are biological desires.” 

The key is to design policies in such a way that these reminders don’t come across as irritating, to gently nudge in the right direction instead of pushing. Nudging can be used in many different contexts, from design and policy making to having whole government units dedicated to it in all areas of running a country. 

“The way you design stairs, where you put them in the building can determine how people use them. You can nudge them to take the stairs over the elevator if you place them more prominently. From a design perspective, how you design the choice environment can nudge certain behaviours. And it doesn’t just have to be the design of a building, it could be the design of a website or the design of interactions within the working environment. An example I often give is when you put these reusable cups next to the coffee machine instead of plastic ones, people just take them because they’re not really paying attention. But if you only have paper or plastic cups there instead people will take them.” 

It’s funny to think about how much of our behaviours are subconscious, how much of our lives we live in autopilot. It can seem scary at first to think that it is possible for businesses and organisations to nudge us into certain behaviours but ultimately it means we have to work less ourselves. If we are reminded to take action on things instead of having to remind ourselves, it’s more convenient to us. We can give an element of control to an entity outside of ourselves without losing complete autonomy over our lives. By being nudged to use reusable cups instead of single use ones we do our part to save the planet. By being nudged to use the stairs instead of the elevator we maintain our fitness levels and build up our strength. 

The trajectory of Christina’s career has seen her make discoveries about the way the world works, about how we find our places in the world as individuals and how we react in certain situations. It has to be noted that she has found success for herself in an industry that rarely sees women at the top. It has allowed her to seek answers for why this is and work out how it can be changed.

“You are usually in the minority in this field, economics is very male dominated. Usually it’s about 70% men. It’s an interesting personal experience that has also inspired part of my research. For instance in one project we looked at how women react to negative feedback compared to men. If you tell somebody they’re not good enough, if you’re talking about ability, it has a very negative effect on women whereas for men it seems to be the opposite. If you tell a man they’re not good enough they try to prove you wrong. They try harder, they compete harder, while for women this kind of feedback leads them to give up quicker. If you change your tact and tell a woman that it was just down to luck or that maybe they didn’t try hard enough then it’s more likely that they will continue to compete as well. So this gives us some insights into how to design feedback mechanisms in a way to help women, especially in very highly competitive areas where there is a high risk that women could become discouraged.” 

Information like this is invaluable to pretty much everyone that works within an organisation of some kind, it allows you to approach situations in the way that is going to benefit all parties in the most effective way. It will ensure everyone communicates efficiently and clearly without misinterpretation or emotions being triggered by certain approaches to feedback. 

In her consulting work, Christina’s aim is to understand the mechanisms and provide others with the information they need to prepare them for bumps along the road in certain situations. It’s about looking at the bigger picture and understanding the many reasons why something may play out in a way that isn’t logical or rational or expected. 

“We can see that in many competitive industries there’s few women at the top and it cannot be explained by them having lower skills then men, by outright discrimination or by their preferences for having kids and staying at home. Part of the low share of women at the top might come from women selecting themselves out of the career because of imposter syndrome – they do not feel competent enough. In our research, we carefully keep everything identical about a competitive situation except the type of feedback our participants get when they lose. That allows us to say, with everything else being equal that it matters most for women if they get feedback that they are not good enough, rather than being told they are unlucky or did not try hard enough.”

By looking at problems such as these within the modern workplace we can see what needs to be done to challenge them. We can give people the support they need to reach their full potential and no longer be held back from who they are destined to be, men and women alike. It’s so incredibly important that this kind of research is done, for the world we will live in tomorrow and for years to come. If we are able to design the way we work in a way that encourages each and every one of us to stop playing small and pushes us to be the best we can truly be, the future will be an incredible place. And we have to give a lot of thanks to people such as Christina who are putting in the effort to understand us all better and give us the information we need to move towards working in ways that encourage us to play as big as we dream we could be. There’s an importance in having a thirst for knowledge, a drive to learn more and to never cease asking questions. We must remind ourselves that we will never know it all, there is always more to learn, about the world, about ourselves and about each other. 

A huge thank you to Christina for these valuable insights into the world of behavioural economics. See more of the incredible work she does at Impactually, connect on LinkedIn and find her on Twitter.

If the world of leadership and marketing sparked your interest, read more at, or connect on LinkedIn. For any SEO, PPC or web related needs head over to Webamp.


A year of change and reevalution


Author: Sophie Moore

Nicolai Vittrup of Webamp reflects on his vision for the future of his company, adapting to change and the storm of a year that 2020 has been so far.

After five years of establishment, Webamp is not the same company it was in the beginning, back when it existed only as the brainchild of its founder Nicolai Vittrup. Over the years it has grown and adapted to challenges as any company should and must continue to do for the years to come. The future can be a daunting and scary place for anyone, not just for business owners and having a vision can help create foundations to build upon in the present. For Nicolai, this vision is simple : to grow, but not to grow too quickly. Webamp has one of the best teams in the field that they’ve ever had, each person knows their role and rises to the challenge of ensuring that each department runs smoothly in sync with the others.

“Next we’re going to expand into the realm of social media. We’re going to put a lot of time into getting the right sales and continue to ensure that our clients are very happy. If you want to grow, you need to have happy clients, that’s a huge focus for us right now.”

Wiser words could not have been said. Happy clients are how you know you’re delivering on what you’re promising as a company. You can wax lyrical about the merits of your business and the way you do things but unless you actually follow through and deliver on these things you may as well be talking into thin air. Changing the way you do things to adapt to the evolution of your client’s needs is the most important thing you can do as a company.

Every time you reach a milestone it is important to take a step back and evaluate what you can do differently in order to reach the next one. For Webamp, the marker for evaluation is always the success of the customer experience they provide for everyone that they represent. It is how they determine what they’re thriving in and what needs to be improved. This year especially has called for everyone in the world to take a second to reevaluate literally every aspect of their lives. 2020 has turned the world upside down, brought along unforeseen challenges in every direction and redefined what our lives look like. The pandemic has changed so much, shifted the values of people, businesses and organisations and adapting to such shifts are paramount to survival in a world unrecognisable to our past selves.

Shifts such as a rise in ecommerce and the need to adapt to a world that needs to keep its distance from each other has meant that businesses such as Webamp and their clients have had to change the way they do things.

“It’s just about finding out how the world is looking right now, because we had to shift to working month to month, you need to try to have a perspective of what is going on, and what’s going to go on in three or four months.”

Covid-19 brought about the abrupt closing down of the future, we went from being able to plan months, even years in advance, to being unable to say for certain how things would look from one week to the next. In a seemingly randomised lottery of unfolding events, some businesses have managed to stay afloat amidst the raging storm of uncertainty while others have found themselves swept away by the thundering waves of change, powerless to the sheer voracity by which the world evolved. The only way forward is to attempt to build a life raft to carry you through whatever wave crashes by next. To plan for the unknown is almost impossible and yet it must be attempted to have any hopes of making it out the other end.

For Webamp this has meant evaluating what changes they can make to protect both the businesses they represent but also the team of dedicated employees that show up to the office every day despite the dangers of the outside world.

“Cases are on the rise again here, so now we’re going to go back to not hugging each other in the morning, such an integral part of our day, of building relationships with each other. Instead we’re going to just do knuckles again, we just need to keep each other safe, keep the space clean and sanitised and you just have to think a lot about it. Some of our employees have more vulnerability in their families and aren’t as lucky as us to be as healthy, so I think we really need to take care of everybody and look after each other. To check individually how everyone’s doing and see how each person can be helped to thrive in the world of Corona. I think there could be more working from home but maybe there won’t, I don’t know. It’s very much about seeing a couple of weeks in front of us at a time, you cannot plan anything concrete right now.”

It’s funny how important the little things become when everything else is uncertain. It may seem inconsequential or trivial to mourn the loss of hugging your colleagues as you arrive at the office but if this year has made us appreciate anything it’s our relationships with those around us.

“It’s made people aware of how much person to person contact is worth. I think of the world we’re living in now and how much things have changed, people thought mobile phones and ipads and computers were great, everyone went on and on about how great it was to be able to work from home but now it’s more about wanting to get the person to person relationships back. I think people want to actually see people again. I think we’ve shifted from believing coronavirus was going to be over in three months, to realising it’s going to be around for the next few years, perhaps forever, it’s changing so many things. We’ve only just started seeing changes, I don’t know how it’s going to be from now on.”

These changes are going to affect each and every person in the world, generations are going to experience life in a completely different way to those that have lived before them. Things that feel alien to us today, keeping distance from each other, wearing masks and sanitising every surface in sight, these will eventually become so ingrained into life for the younger generations, those lucky enough to be able to think of times gone by without experiencing a bittersweet sense of nostalgia. Is this necessarily a bad thing? Who knows. Maybe we will learn to appreciate our connections with each other more, maybe we will have a newfound sense of appreciation for the little things in life and the moments we once took for granted. Life, relationships, work and business will potentially never be the same again. The only way forwards is to grow and evolve our workplaces to reflect this. The way we run our businesses and the cultures we foster within our companies have never been so important. 

To read more about Webamp and the work they do relating to SEO and all things web related, on the website here. To connect with Nicolai Vittrup, find him on LinkedIn. To read more about leadership, find the blog here

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The unexpected joy of failure


Author: Sophie Moore

Nicolai Vittrup, founder of Webamp in Copenhagen, has nothing bad to say about failing. In fact he enjoys the lessons and growth that it results in. 

Reflecting on the failures he learnt the most from in the early days of his company, he recalls a time in which the company was in danger of being stolen by some previous employees and what lessons it brought to him. His attitude towards this potential disaster is one we can all learn from. 

“I had two key points that I took from that experience, one of them was that no one can take me, they cannot take the battery out of me and stop me doing what I do best, they cannot steal my identity and what makes me me. And the DNA that I built Webamp on was so strong even then, so even if they wanted to copy Webamp, and still to this day if you want to copy Webamp, I think the DNA here is just too strong to duplicate. When we lose somebody, we always get the right fit for the team just afterwards, so we always seem to be getting better and better as a team. The second point was that if someone wants to steal something from you, it’s important to fight against it but to also focus more on creating and moving forwards than on defending. By defending you can waste a lot of time on nothing and that’s the key learning there. If you just focus on creating and you’re just building and building and growing all the time, I think your competitors have a problem. They won’t be able to keep up.” 

That’s the thing about failure : you can either let it consume you or you can use it to fuel you to do better, to be better. It can be all too easy to allow yourself to get caught up in the way things have gone wrong, to admit defeat and give up when things get tough. And yet there is a special kind of strength that can be found in those moments where you find yourself struggling but still manage to get back up on your feet. Webamp is a company which uses this strength to it’s advantage. 

“A positive mind is key in this as well. We’ve learnt a lot about customer experience, customer journey and the importance of looking our clients in the eye and being open and honest with them when things don’t go to plan. It’s the same within the company, if you’re having a bad time at Webamp you need to be honest about it. We all want to be there for each other but that can only happen if there is open communication.” 

This leads to the question of how to be a good leader, even in the face of failure. The question of how to create a working environment that makes each and every employee feel as though they are part of something bigger, to encourage connections and a sense of community that breathes life into the four walls of the office space. You can design an office to be the most efficient, aesthetically pleasing space in the entire world but without that team atmosphere and community spirit it will feel lifeless. At Webamp this is definitely not the case, the atmosphere is one of equality and openness, mostly down to Nicolai’s relaxed demeanor and the relationship he has built with each person he has hired. He views his employees as equally important to the success of the company. No one person is more or less responsible for the smooth running of Webamp than another. 

“I think with freedom comes responsibility. That’s where we start every morning. My employees know I trust them 100% from day one. It’s always their job to prove me right, never my job to prove them wrong. If you trust your own hiring and trust in the DNA of your team, people will build the culture themselves. I think the culture here is very strong because people come here to be better and because they are passionate about what they do. If you have people who are passionate and who are willing to work for what they want to do, it’s very easy to motivate and keep them going and encourage them to do better every day.” 

To read more about Webamp and the work they do relating to SEO and all things web related, on the website here. To connect with Nicolai Vittrup, find him on LinkedIn. To read more about leadership, find the blog here

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Finding your purpose and trusting yourself


Author: Sophie Moore 

Founder of Webamp Nicolai Vittrup began his journey to success five and a half years ago from a small apartment in Nørrebro, frustrated with working for other people and struggling to find his way in the professional world. Deciding to take a leap of faith and invest everything he had into a new venture, he entered the world of entrepreneurship. 

Fast forward to today as he prepares to expand his successful company’s expertise into the realms of Social Media, he reflects on what pushed him towards becoming an  entrepreneur.

“I was working in a lot of places and trying to fit in, to find the right place for me to be and trying to find my purpose.”

Purpose is a tricky thing to find, some of us stumble upon it in a stroke of luck, others spend years of their life searching for it, the ever elusive answer to the question of what they are destined to do. In a world where everyone seems to have it all figured out, it can be hard to trust your instincts and fully embrace what you interpret to be your calling.

For Nicolai the driver towards finding his purpose has always been the notion of freedom.

“Freedom is my purpose, both the freedom of creating and the freedom of forging my own path. Back then I was very much about the freedom of just doing and creating, of doing something for myself and being my own boss.” This freedom has manifested itself into the very ethos of his company, his mantra being “Freedom under Responsibility” for all who work at Webamp. 

It wasn’t always easy and yet Nicolai has a lot of wisdom to share about the merits of following your truth.

As he puts it – “I wasn’t happy when I was working before Webamp and honestly I’m still not happy with absolutely everything but you know that’s life. A lot of the jobs I did involved me doing a lot of things I didn’t like doing. I did a lot of tasks and jobs that I didn’t really want to do, and wasn’t capable of doing, or good enough even. And that’s one of the things that I’ve found with entrepreneurship is that if you’re not good enough to do something, you can just hire someone else to do it.”

Being an entrepreneur means knowing your strengths and sticking to them, it means admitting when there is someone else out there who can help you out, who can do a better job of it than you can. By bringing great minds together that are thriving at what they do best, you ensure that what you are producing is the best it can possibly be. By playing to your strengths and allowing others to do the same, entrepreneurship can truly lead to something magical. The freedom of working for yourself, doing what aligns with your deepest core values and creating something that truly reflects them is what will make you thrive in the professional world, according to Nicolai. You can have the best set of values in the world but to truly do something extraordinary you need to create something that completely embodies them. Actions speak louder than words as the saying goes.

“Boxes are created in our society, and that’s why I think to break the boxes of society you need to really trust yourself, be ready to make a lot of failures and yet keep pushing through. You just need to keep going, because to break the norm, you need to do something else. And to do something else you need to learn by doing.”

And that’s exactly what Nicolai has done over the past five years as he built his company from the ground up, starting with nothing except will, determination and a vision of where he wanted to go. 

To learn more about entrepreneurship see Nicolai Vittrup’s blog here and check out Webamp for tips on using SEO, PPC and everything web related. If you have comments or questions for Nicolai Vittrup, feel free to connect with him on LinkedIn or use the contact form on this site. 

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