Over the last decade, I’ve worked with more than 1,000 teams, from high-growth startups at Imperial College London to global brands like Google and American Express.

My content on the Business Model Canvas has reached over 325,000 views on YouTube, helping leaders worldwide rethink how they create, deliver, and capture value.

Time and time again, I see the same situation.
Talented teams working hard.
But on the wrong things.

Why?

Because the plan isn’t clear.

It’s buried in slide decks.
It lives in the leader's head.
The team can’t see it or follow it.

When that happens, they loses focus, waste energy and miss the biggest opportunities.

I believe strategy works best when it’s inclusive.

The most successful leaders don’t try to have all the answers. They make sure their whole team can see the big picture and they encourage everyone to contribute their best ideas.

That’s why I use visual tools like the Business Model Canvas.

They make strategy simple, visual and actionable for everybody. They turn passive team members into active co-creators of the future. That way, your team is truly with you and committed to the same future you are. When that happens, you're ready to do the best work of your life.

Leaders bring me in when:
→ Growth has slowed down 
→ The old playbook no longer works 
→ Teams are pulling in different directions
→ People are busy, but not getting results
→ A big launch or change is coming (it's high risk)
→ There’s no proof customers will buy the next idea

I was personally trained by Alex Osterwalder.
He's the creator of the Business Model Canvas.
It's a visual strategy tool trusted by millions globally.

"I enjoy working with Nick. I'm confident you will too."
– Alex Osterwalder, Founder & CEO, Strategyzer

Where do we start?

It’s called The Business Model Power Hour.

In 60 minutes, we will:

→ Map your business on one page
→ Identify what’s working and what’s not
→ Decide what to prioritise for the next 90 days
→ Create a plan your team can see and follow

Clients often tell me it’s the most valuable hour they’ve ever spent on their business.

Most then move on to do a 12-Week Sprint.

This is where we:

→ Stress-test your business model
→ Adapt to what customers want now
→ Build evidence for your big decisions
→ Align culture with strategy

By the end, you’ll have a plan that works in today’s market and a team ready to deliver it.

If you want clarity, alignment and a plan your whole team can use tomorrow, then click the link in my Featured section below.

Nick Himowicz

Have you ever noticed how the Business Model Canvas looks a bit like a tennis court?

I don’t know whether the layout was intentionally inspired by tennis but I’m not sure it matters.

What does matter is the effect.

The canvas feels familiar the moment you see it.

→ A centre
→ Two sides
→ Clear boundaries

Even if you’ve never used it before, it doesn’t feel alien.

Familiarity lowers the cognitive barrier. When something feels easy to pick up, it’s easier to adopt which might be one of the reasons why millions of people use it to start, grow, and pivot their companies.

This reminds me of the Tesla story.
The Model S was radical on the inside:
→ Electric drivetrain
→ Software-first
→ Over-the-air updates

But on the outside, it looked like a normal car.

This wasn’t accidental.

By making it look familiar, Tesla made it easier for people to say yes.
Only after mass adoption did Tesla feel able to release something that looked like it came from another planet (the Cybertruck.)

There’s a pattern here.
Early stage = new inside + familiar outside.
Later stage =  distinctiveness becomes the advantage

So the real question isn’t about canvases or cars or tennis courts.

What stage are you at?

Are you building something genuinely new and struggling with adoption?
You might need to make it feel more familiar, not more impressive.

Or are people already adopting your product at scale?
Maybe now is the moment to do something unmistakably out of the ordinary.

Familiarity can help people say yes.
Difference helps them remember why they chose you.
The trick is knowing which one you need right now.

Side-by-side comparison of the Business Model Canvas layout and a tennis court diagram, highlighting their similar structure.

Consciously raising “four kids”: my two sons and two startups | Follow me for valuable insights on how to lead your marketing strategy and team effectively

We're a senior paid media team. We help B2B companies generate qualified leads and DTC stores drive profitable sales through Google & Meta Ads.

How we work:

- One clear plan: keep, stop, test next.
- Creative pods: 3–4 angles, weekly trims. Winners get budget.
- Audience targeting that converts: remarketing, lookalikes, and cold prospecting.
- Spend guardrails: start small, scale only when performance holds.
- Simple reporting: 2-minute weekly notes tied to results.

Proof:

- B2B SaaS: Cost per SQL dropped 62% in 6 weeks. Lead volume up 3x.
- Fashion brand: ROAS 3.09→7.33 in 8 weeks. Purchases 111→216. Similar spend.

18 years in paid media. Expert-vetted. Case studies + client videos https://marketingo.com/testimonials

Offer:
Free Paid Ads Strategy Plan in 48h: short audit → 3 quick wins → optional 20-min call.

DM "LEADS" for B2B or "SALES" for eCommerce.

Andrei Haret

If you're comparing Google ROAS to Meta ROAS, you might be misleading your client. Here's how to align metrics.

Most agencies treat all ROAS the same.

That's a mistake.

Google and Meta serve different roles in the funnel. Comparing their ROAS 1:1 is like comparing a closer to a lead generator.

Here's why direct comparison breaks down:

1. Intent vs. interruption

Google captures demand. Meta creates it.
You can't expect the same conversion rate from someone searching "buy CRM software" vs. scrolling Instagram.

2. Attribution windows differ

Google defaults to 30-day click. Meta uses 7-day click, 1-day view.

Same conversion, different credit. Your "winner" might just have a longer window.

3. Conversion types aren't equal

Google drives bottom-funnel actions: demos, purchases, sign-ups.

Meta often captures top-funnel: content downloads, webinar regs, email opt-ins.

A $50 CPL on Google isn't the same as a $50 CPL on Meta if one converts at 30% and the other at 8%.

4. Incrementality is invisible

Meta might assist Google conversions without getting credit.
Someone sees your Meta ad, searches your brand on Google, and converts.

Google gets the ROAS. Meta gets blamed for "not working."

5. Blended metrics tell the real story

Track MER (marketing efficiency ratio): total revenue divided by total ad spend.

If Google ROAS drops but Meta scales and MER holds, you're winning.

What's your go-to metric when comparing channels?

We turn Google & Meta Ads into B2B meetings and eCommerce revenue | CEO, MarketinGO

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I saw this post about office life:

"Top 3 things you hear:
1. Did the money come in?
2. Anyone want something from the cafe?
3. Can you turn the music down?"

Made me smile.

Because my entire team works remotely.

From home. From coworking spaces. From cafes.

Sometimes I don't even know what country they're in.

So here's my version for remote teams:

1. You're on mute.
2. Can you see my screen?
3. The Wi-Fi just died.

I've heard all three in the same call before.

What's the most common phrase you hear on your team calls?

Google rolled out Analytics Advisor AI in GA4.

It's supposed to answer data questions in plain English.

Ask "What's my bounce rate trend?" and it pulls charts.
Ask "Why did traffic drop?" and it runs diagnostics.
Ask "Which channels convert best?" and it visualizes the answer.

Sounds useful on paper.

The real question: does it save time or just add another layer between you and the data?

Does it catch what manual analysis would miss?

Or does it give surface-level answers that still need validation?

I'm curious about the practitioner view here.

If you've used Analytics Advisor AI in GA4, what's your take?

Did it actually help you spot something faster?

Or did you end up going back to custom reports anyway?

Last week, we audited a B2B Google Ad account. Prospect asked: "Why do my remarketing campaigns have zero conversions?"

We pulled the Content Suitability report.

Their Display remarketing was running on YouTube kids channels. Cocomelon. Baby Shark. Toddler nursery rhymes.

The audience: 2-year-olds watching cartoons on their parents' devices.

I hear this a lot: "Don't exclude placements in remarketing. The user already visited your site. They know you."

True. But intent matters.

A site visitor watching Peppa Pig isn't in buying mode. They're not even the decision maker. They're a toddler.

Remarketing works when you layer intent with context.

Check your placements. Run the Content Suitability report. Exclude the noise.

Your remarketing budget should chase pipeline, not pacify toddlers.

What's the weirdest placement you've found eating your remarketing budget?

90% of GTM setups I audit have at least one of these issues. Quick checklist inside.

After 8 years managing paid media budgets up to $1M/month, I've seen the same GTM [Google Tag Manager] mistakes kill attribution over and over.

Here are the 3 that cost you the most:

𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝟭: 𝗙𝗶𝗿𝗶𝗻𝗴 𝘁𝗮𝗴𝘀 𝗼𝗻 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝘁𝗿𝗶𝗴𝗴𝗲𝗿

Your conversion tag fires on page load instead of form submit. You count visits as conversions. Your CPA looks great until you check the CRM.

𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝟮: 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝘀𝗲𝘁𝘂𝗽

You installed the tag but skipped the user data variables. Your reporting becomes unreliable. Your optimization runs on incomplete data.

𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝟯: 𝗡𝗼 𝗤𝗔 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝗽𝘂𝗯𝗹𝗶𝘀𝗵𝗶𝗻𝗴

You push changes live without preview mode testing. Tags break. Data gaps appear. You don't notice until the client asks why leads dropped.

𝗤𝘂𝗶𝗰𝗸 𝟭𝟬-𝗽𝗼𝗶𝗻𝘁 𝗚𝗧𝗠 𝗮𝘂𝗱𝗶𝘁 𝗰𝗵𝗲𝗰𝗸𝗹𝗶𝘀𝘁:

1. All tags fire on correct triggers
2. Enhanced Conversions variables mapped
3. Consent mode tag fires first
4. Conversion linker tag active
5. No duplicate tags firing
6. UTM parameters captured
7. Form submissions tracked properly
8. Phone clicks tagged
9. Preview mode tested before publish
10. Version notes documented

Clean tracking beats creative genius every time.

What's the worst GTM mistake you've inherited from a previous agency?

Everyone wants to exit Meta's learning phase fast.
I used to think the same.

Until I realized the learning phase isn't always the enemy.

Here's what changed my mind:

The learning phase forces Meta to test delivery patterns before locking in.

For stable accounts with proven creative, yes, exit fast.

But for new accounts or fresh angles? Let it run.

I've seen campaigns hit their stride on day 6 of learning because Meta needed time to find the right audience pockets.

Here's my rule:

If you have conversion history and proven creative, optimize to exit learning fast. Stable budgets, clear signals, tight targeting.

If you're testing new offers or entering cold markets, give learning phase 7-10 days with steady budget. Let Meta map the terrain.

The mistake is treating every campaign the same.

Some need speed. Some need patience.

I've cut learning time to 3 days with proper setup.

I've also let it run 10 days and watched CPAs drop 40% after exit.

Context matters more than the phase itself.

What's your take on Meta's learning phase? Waste of budget or necessary evil?

graphical user interface, text, application

15 types of agency chaos that would be hilarious to imagine (if they weren't so real).

It's Friday, another week survived 😎

Here's a lighthearted break to laugh at scenarios we can all picture happening somewhere:

1. Pixel Panic: that heart-stopping moment when you realize the tracking pixel hasn't fired since 2022.

2. ROAS Delusion: when you keep refreshing the dashboard hoping the return magically doubles.

3. Campaign Amnesia: when you forget why you launched that ad set, but you're too deep in optimization to delete it now.

4. Attribution Anxiety: the existential crisis of trying to explain to a client why Google says 50 conversions and Meta says 4.

5. Creative Fatigue: when every new ad looks like the last one, just with a different emoji and slightly more authentic stock photo.

6. Audit Therapy: the strangely calming process of tearing apart someone else's ad account to remind yourself you're not that messy.

7. CPC Depression: that quiet sadness when your click cost triples overnight and no one knows why.

8. Landing Page Limbo: where conversions go to die slowly while everyone blames UX, copy, or the weather.

9. Learning Phase Denial: pretending everything's fine while Meta still hasn't exited learning for 3 weeks.

10. Budget Roulette: the art of moving $200 from one campaign to another like it's going to change your life.

11. Tracking Existentialism: realizing that in the cookieless future, maybe we never truly knew our users.

12. UTM Chaos: the spiritual pain of seeing one link tagged utm_source=fb and another utm_source=Facebook_ads_v3_finalFINAL.

13. Retargeting Déjà Vu: when you see your own ad for the 100th time and start to believe you should buy the product.

14. Conversion Therapy (Agency Edition): that moment when the only thing you can still optimize is your expectations.

15. Client Dashboard Zen: accepting that no matter how perfect your results are, the client will still say, so can we scale this?

Which one hit closest to home for you? 😅

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