Last week I sat in a meeting with a "successful" CEO.

His website? Perfect. His funnel? State-of-the-art. His AI tools? Impressive.

But his sales? In free fall.

When I told him what his real problem was, he turned pale. Then angry.

"Your marketing wants to please - not lead. It's too nice to move anyone."

He threw me out.

Three days later, he called and said: "You were right. Damn it."

That meeting stuck with me. Not because I shocked him – but because I realized how widespread this problem is.

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The politeness epidemic

At punk shows, I'm always in the front row. In the mosh pit.

Why? Because punk isn't music you just listen to.

It's music you need to FEEL – in your ears, in your body, with others around you. It's the pogo. The pit. The sweat. The energy.

It engages all your senses or it's nothing.

Most marketing today is like watching a punk show from the back row with earplugs in.

Over the past weeks, I've seen dozens of campaigns that were technically brilliant.

But content-wise? Ineffective. Sterile. As interchangeable as Spotify's "Monday Motivation" playlist.

Why? Because they don't hit you in the chest. Because they don't make you feel anything. Because they don't take a f*cking position.

We've been trained to believe that marketing must be harmonious. That we must never push too hard. That we must always appear "professional."

What a load of bullshit.

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The uncomfortable truth

Here's what nobody tells you:

If you don't show edges - nobody feels you. If you don't have an attitude - nobody follows you. If you want to please everyone - you move no one.

You will never create marketing that has impact if you're constantly asking for permission.

Great marketing is like a mosh pit – it's direct, it's physical, it makes an impact. Some people will avoid it at all costs. Others will dive right in and never forget the experience.

Look at the brands you actually remember: They take a position. They polarize. They give a fuck about their convictions.

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The rebellion starts here

You don't need a new tool. You don't need better AI. You don't need an optimized landing page.

You need a decision:

What do you stand for? What do you position yourself against? And are you ready to show that clearly - even if not everyone likes it?

This is the first of my all-English emails. Why? Because I refuse to stay in a box just to make things comfortable.

Marketing needs rebellion. Not more best practices.

In the coming weeks, you'll get:

• Strategies that shock the establishment
• Tools for rebels, not corporate robots
• Tactics that make your competition look outdated

Everything direct. Everything unfiltered. Everything in English.

Not because it's easy. But because real growth begins where your comfort zone ends.

Are you ready to jump into the pit?

Jan

PS: If you're done blending in with beige funnels and dead-eyed AI content – this roadmap is your first rebellion.

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