No Hacks: Web Strategy for the AI Age

Why don’t users do what they say they’ll do? Why does great UX still fail sometimes? And what do the world’s top companies know about behavior that most of us miss? In this episode, Sani sits down with Katie Dove , behavioral designer at Irrational Labs, to break down the Three B Framework, a powerful behavioral design tool used by teams at Google, YouTube, and Duolingo. They unpack how context sh...

What separates email campaigns that convert from those that get ignored? It all comes down to understanding your customers, deeply. In this episode, Sani welcomes back Omar Lovert for a masterclass on customer-centric email marketing. Together, they unpack why AI can’t replace real customer insight, how to use RFM segmentation to identify your most valuable users, and the frameworks that top-perfo...

Heads-up: I use some salty language. Nothing hateful, just passionate about this topic. Skip if that’s not your vibe. It’s 2 AM, your side-project just went viral, and the signup flow is on fire. Do you keep “vibe-coding” blind prompts, or step up as the conductor who actually knows the score? In this first-ever solo episode, I unpack why “anyone can code with AI” is 2025’s biggest myth and show y...

In this episode, Sani sits down with Matt Gershoff , CEO and Co-founder of Conductrics , to talk about how being intentional, not just fast, leads to better experimentation, better customer relationships, and better outcomes. Matt shares the wild story of how a machine learning summer school (and donkeys in pajamas!) helped spark Conductrics. They unpack why "just in case" data collectio...

Is content marketing finally dead? In this no-BS conversation, I’m joined by digital strategist Jono Alderson to unpack the new reality of SEO, content, and how Google’s evolution is leaving traditional marketing behind. Jono explains why so much content is now obsolete , how search is changing with AI, and why the only real path forward is to be more human, more trustworthy, and more brand-driven...

In this episode of No Hacks, host Sani is joined by technical SEO strategist Anne Berlin to explore one of the most disturbing and fascinating topics on the web today: the Dead Internet Theory. Is most of what we see online actually created by bots, for bots? What happens when the web becomes a wasteland of AI-generated slop and abandoned digital ruins? Anne draws on her extensive experience analy...

Growth doesn’t have to mean being everywhere at once or chasing every shiny new tactic. In this episode of No Hacks , I talk with Ward van Gasteren — one of Europe’s first growth hackers — about how to grow smarter, not louder. Ward shares his go-to method for helping early-stage startups: the 1-1-1 Framework — one audience, one channel, one message. We dig into how founders and product teams can...

In this episode, senior experimentation specialist Sam Barber joins me to unpack what it really takes to drive change through digital experimentation. Spoiler: it’s not just about tests and tools, it’s about people. They explore how to build a solid support network inside any organization, how to win over skeptics, and why shouting (strategically) about your wins might just be your best move. Topi...

You’ve probably heard “go-to-market” thrown around like it’s just a product launch. But it’s way more than that — and today’s guest breaks it all down with clarity, energy, and zero fluff. In this episode, I sit down with Maja Voje , an internationally recognized go-to-market strategist who’s worked with over 750 companies , including global giants like Google, Bayer, and Rocket Internet. We unpac...

Google Analytics shows you what users do — but it can’t tell you why. In this episode, Daniël Granja Baltazar explains how qualitative research reveals the story behind the numbers, helping marketers improve conversion, fix broken journeys, and build better customer experiences. With real examples from his work at Vodafone Business, Daniël shares how interviews, mini surveys, and sales-marketing c...

Most B2B founders wait too long to start building their personal brand—if they think about it at all. But those who get it right unlock a massive competitive edge. In this episode, Ognjen Bošković breaks down what founder branding actually is, why it works, and how to do it without falling into the typical LinkedIn traps. About the Guest Ognjen Bošković is the founder of Raven , a consultancy and...

Just Start. That’s the message Anja Lordanić Mustać had for anyone procrastinating on launching their podcast. I had an awesome chat with her about why podcasting is such a game-changer for personal branding and business. We talked about: 🎙️ Overcoming the fear of starting (because yeah, you’ll suck at first, and that’s fine!) 🎙️ The crazy networking opportunities a podcast creates 🎙️ Simple, no-B...

What does it take to optimize one of Europe’s most impactful growth and digital experimentation conferences? In this episode, Julia Rumpf shares her insights into planning GMS—from curating high-impact speakers to leveraging AI and digital tools to enhance attendee experience. She reveals the intersection of digital and physical event elements, the behind-the-scenes challenges of running an intern...

What separates entrepreneurs who achieve extreme growth from those who don’t? According to Chris Out, it all comes down to intention, bold action, and brutal honesty. In this episode, he shares how being extreme, not just in effort, but in strategy, can be the key to scaling faster than you ever imagined. What You’ll Learn in This Episode: 🔥 Why extreme growth requires extreme intention – Hope wo...

In this episode, I talked to Hesh Fekry from CXL about the evolving relationship between Product and Conversion Rate Optimization (CRO). How are these once-separate disciplines are increasingly overlapping in scope, mindset, and execution? The conversation touches on the historical separation of CRO from Product, the shift towards experimentation as a more fitting term, and how AI and new tools ar...

In this episode of No Hacks Podcast , host Sani chats with Kevin Henrikson, an entrepreneur and engineering leader whose journey began on a pig farm. Kevin co-founded Acompli , sold it to Microsoft in just 18 months, and helped turn it into Outlook Mobile . He explains how to move fast without sacrificing quality, why your first-time user experience (“Kleenex user”) is so crucial, and how to adopt...

Too many product teams fall into a dangerous trap—they optimize for in-app engagement while forgetting the bigger picture: real behavior change. In my latest episode of No Hacks Snacks, I sat down with Roos van Duijnhoven to break down the difference between: ✅ Designing for engagement – Keeping users interacting with your product. ✅ Designing for behavior change – Helping users take action outs...

In this No Hacks Snacks episode, I talked to Anthony Morgan, CEO and founder of CRO Agency Enavi, about the never-ending process of optimizing e-commerce websites.  Can an e-commerce site ever reach a point where it's fully optimized?  See Anthony explain why e-commerce is a moving target and how brands must continually adapt to changing markets, competitors, and customer behaviors.  We discu...

Where do humans still have the edge over AI in e-commerce? AI-driven algorithms are optimizing ad campaigns, automating decisions, and shaping digital strategies faster than ever. But does that mean human intuition is becoming obsolete? In a recent No Hacks Snacks conversation, I spoke with Mike Ryan, Head of e-commerce Insights at Smarter Ecommerce (smec) , about the evolving balance between huma...

Is SEO really dead? Not even close. But many B2B companies fall into the same traps: chasing traffic that doesn’t convert, relying on outdated strategies, or focusing on technical SEO that barely moves the needle. In this episode, Sam Dunning breaks down how to make SEO actually generate sales, not just traffic. He shares his "blow out the water" strategy that helped him outrank HubSpot...

In this episode of No Hacks Snacks, I talked to Marin Radovan, a digital analytics and martech expert about the intricacies of consent mode in Google Tag Manager.  Marin emphasized the importance of setting up a proper Consent Management Platform (CMP) and the significant repercussions of neglecting this essential step.  Marin highlighted legal risks, particularly under GDPR regulations, and the p...

In this episode of No Hacks Snacks Jindrich Faborsky discussed the rapidly evolving skills necessary for marketers looking ahead to the next few years.  He emphasized the impact of AI on the marketing landscape and underscored the importance of agility and the ability to connect diverse pieces of knowledge. The conversation highlighted how AI has simplified many tasks that previously required spec...

In this episode of No Hacks Snacks, I had a great conversation with Emilija Milevska Velkovski, a product strategist with deep expertise in growth and personalization. We talked about how experimentation helps companies become more customer-centric, and why it should be more than just an occasional test. Emilija explains why making experimentation a core part of a company’s strategy leads to a bet...

In this episode of No Hacks Snacks, I talked to André Morys, CEO and founder of konversionsKRAFT, to explore the benefits of integrating agile product teams with experimentation.  André discussed the often separate worlds of CRO/AB testing and agile product development, and why merging them can lead to better outcomes. He highlighted the legacy issues that keep these areas apart, and the advantage...

In this episode of No Hacks Snacks , I sit down with Lenka Stawarczyk, a brand strategy and tone of voice expert, to explore the delicate balance between product clarity and a strong brand voice. We discuss why having a tone of voice guide isn’t always enough and how real-world interactions often require flexibility. Lenka shares insights on bridging the gap between marketing and product teams, en...