In this episode of the No Hacks Podcast, I had the pleasure of sitting down with Bjarn Brunenberg, Experimentation Lead at TomTom. Bjarn has a passion for turning big ideas into actionable steps, and in this conversation, we get into the nuts and bolts of OKRs (Objectives and Key Results), how they differ from KPIs, and why they’re a game-changer for teams and businesses alike.

Bjarn shares some incredible stories from his time at TomTom, where he’s been helping the company shift from their famous hardware devices to innovative software solutions. We also talk about how OKRs can help bridge the gap between ambitious company goals and the day-to-day work that teams do.

Here’s a glimpse of what we covered:

• The difference between OKRs and KPIs (and why getting this right matters).
• How to avoid common OKR mistakes, like setting vague objectives or misaligning teams.
• Practical tools like the KPI Tree and Opportunity Solution Tree that make complex goals feel achievable.
• Lessons from experimentation failures (including a pricing test with unexpected results).
• How Bjarn applies the principles of OKRs to his personal goals, like learning Portuguese and becoming a keynote speaker.

Whether you’re a leader, part of a product team, or just someone looking to bring more structure and focus to your goals, there’s something here for you. This conversation is full of relatable insights, practical advice, and a good dose of humor about the challenges we all face in trying to “get it right.”

Chapters:

00:00 Understanding OKRs and KPIs
01:33 Bjarn's Role at TomTom
03:02 Challenges with OKRs
04:01 Aligning OKRs with Business Goals
06:46 Frameworks for Clarity
10:37 Common Pitfalls in Product Development
12:54 Rapid Fire Questions
13:18 The Humor in Testing Failures
14:13 The Ethics of Pricing Tests
14:56 Lessons from Professional Mistakes
16:44 Favorite Optimization Tools
17:36 Applying OKRs to Personal Life
22:17 Real-World Applications of Product Development Strategies
25:04 Final Thoughts and Season 2 Wrap-Up

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Unlock the secrets to effective email marketing and smarter audience engagement! 

In this episode, Tara Dinoski, CEO of Indico Digital, shares practical strategies for making email marketing work without overcomplicating it. Learn how to create meaningful segments (hint: start with customers vs. prospects), why overusing buzzwords and gimmicks won’t get results, and how integrating email with other channels like paid media can be a revenue game-changer.

Tara also debunks myths that hold brands back, including the idea that there’s a “perfect” time to send emails or that SMS marketing is always the better choice. Plus, she shares her unique perspective as a digital nomad, balancing client work while traveling the world and building a high-growth agency.

Whether you’re just starting out with email or looking to optimize your current strategy, this episode is packed with actionable insights you can apply today. And for fun, we get Tara’s take on the best Greek dishes and the biggest lessons she’s learned from living abroad.

What you’ll learn in this episode:

• The first step to better email segmentation
• Why “testing just to test” won’t get results
• The smartest way to integrate email with other channels
• How to manage client work while living a digital nomad lifestyle
• Simple strategies to build your email list

Chapters:

0:00 Introduction to Tara Dinoski and Indico Digital
0:38 Strangest client call as a digital nomad
1:59 How location and time zones affect client relationships
3:40 Overcoming fear in email marketing
5:18 The basics of segmentation: customers vs. prospects
7:28 Real-world insights from segmentation (boots and colors example)
9:52 Myths about email marketing: Testing and over-segmentation
12:18 SMS vs. email: Costs, myths, and misconceptions
15:42 The perfect time to send emails is a myth
19:00 Integrating email marketing with paid media
22:55 How reviews power smarter email campaigns
28:12 Life as a digital nomad: Lessons from Greece and Medellín
32:40 Balancing work, travel, and client expectations

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Welcome to No Hacks – the podcast where experimenters and optimizers share their secrets about CRO, experimentation, and mastering analytics to create impact! In this episode, we’re joined by Bhavik Patel, Director of Experimentation and Analytics at Lean Convert and founder of CRAP Talks, a renowned cross-discipline tech meetup. Bhavik brings years of experience leading analytics teams at companies like Hoppin, Moo, and Gusto, and today he dives deep into the art of measurement and its role in driving meaningful change.

Bhavik kicks things off by challenging the notion of measuring everything, advocating instead for purposeful tracking to focus on what truly matters. He explains the critical difference between product management and feature management, emphasizing how companies often lose sight of impact by failing to measure effectively. His mantra? “When you measure everything, you measure nothing.” This episode is a masterclass in aligning analytics with real business outcomes.

Throughout the conversation, Bhavik shares insights into building and scaling experimentation programs, the challenges of poor data quality, and the importance of connecting product metrics to revenue. He illustrates the transformative power of experimentation, both in business and in personal growth, offering relatable stories and actionable advice. From his experience launching CRAP Talks to helping organizations bridge the gap between teams, Bhavik reveals how measurement serves as the foundation for innovation and accountability.

The episode also explores Bhavik’s approach to applying analytics principles to personal life. He discusses how a simple metric tree helped him improve his health and build lasting habits, showcasing the value of measurement in achieving goals beyond work.

We wrap up with a fun rapid-fire segment, where Bhavik shares his favorite analytics tools, memorable A/B tests, and even a hilarious CRAP Talks moment. Tune in for an inspiring conversation filled with practical tips, personal stories, and fresh perspectives on making data-driven decisions that matter.

00:00 Welcome to No Hacks
01:18 Measuring with Purpose: Bhavik’s Philosophy
03:42 From Product Management to Feature Management
07:14 Connecting Metrics to Revenue: Why It Matters
12:30 Scaling Experimentation Programs and Avoiding Pitfalls
16:52 The Impact of Poor Data Quality
20:14 Lessons from CRAP Talks and Building Community
23:45 Applying Analytics to Personal Growth: Bhavik’s Story
28:40 Rapid Fire Questions
32:15 Career Advice for Aspiring Experimenters
35:20 Closing Thoughts: Measurement as a Path to Impact

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Welcome to No Hacks – the podcast where experimenters and optimizers share their secrets about CRO, business experiments, and balancing life! In this episode, we sit down with Gerda Vogt-Thomas, co-founder of a CRO agency called Koalatative. Gerda shares her insights on managing risk, growth, and using experimentation to optimize both business and life.

Gerda starts by sharing her surprising journey into skiing, moving from a passionate dislike to a newfound love, which she compares to her career in CRO. Just as she learned to tackle steep slopes, she talks about how experimentation in business is often an uphill journey but one worth taking. Her mantra? Perfect isn’t necessary; progress is. This mindset shift is essential for anyone looking to grow personally or professionally while managing risk thoughtfully.

Throughout the episode, Gerda emphasizes the importance of testing ideas in real-world conditions. She discusses the pitfalls of perfectionism, particularly for entrepreneurs who obsess over perfecting a product before ever seeking customer feedback. Her advice is clear: don’t let the fear of imperfection keep you from launching. Testing and iterating are not only practical strategies for CRO but also essential life skills.

In a fascinating deep dive, Gerda talks about human biases and the impact of belief systems, suggesting that many of us are held back by unexamined thoughts and assumptions. By confronting these beliefs, she argues, we can make better decisions and achieve greater outcomes, both in business and in life. For those new to CRO, she also breaks down the essentials of experimentation, encouraging small steps and incremental testing, especially when working with limited data.

The episode wraps up with a fun rapid-fire segment, where Gerda shares her thoughts on balancing high-energy activities with calm routines to find a truly balanced life. From skiing to needlepoint, she believes variety and seasonality keep life engaging. Tune in for an insightful episode filled with practical advice, personal stories, and a fresh perspective on embracing experimentation as a path to growth and fulfillment.

00:00 Welcome to No Hacks 
01:30 Skiing Adventures and Life Lessons
03:42 Risk Management and Experimentation
05:47 Human Biases and Risk Assessment
07:14 The Importance of Experimentation in Business
10:12 Launching Products and Overcoming Fear
14:32 Balancing Gut Feel and Data in Business
17:39 Rapid Fire Questions
19:22 Applying CRO Principles to Personal Growth
24:10 Living a Balanced Life in a Digital World
26:54 Career Advice for Aspiring CRO Professionals

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In this episode of No Hacks Podcast, Lucia van den Brink, co-founder of Increase Conversion Rate.com, takes us inside the world of advanced experimentation and shares why the best ideas aren’t always the loudest. With 800+ A/B tests under her belt and 25M+ visitors impacted, Lucia knows what it takes to elevate experimentation programs.

We explore her unique “Collaboration Bonus” philosophy, where every idea—whether from an intern or the CEO—adds value, fostering a culture of diverse insights that drive real results. Lucia shares her 1-2-4 Framework for brainstorming, designed to get the best ideas from everyone, introverts and extroverts alike. We also dive into scaling CRO without sacrificing quality, common pitfalls, and how to balance speed with meaningful outcomes.

If you’re ready to rethink how your team approaches experimentation, or simply looking for fresh ideas on driving innovation, this episode is packed with practical tips and inspiring insights. Tune in to discover how Lucia’s approach to inclusivity in testing can take your strategies to the next level.

00:00 Welcome to No Hacks Podcast
01:07 Meet Lucia van den Brink
01:50 The Role of Diversity in Experimentation
06:37 The One, Two, Four Framework
14:25 Implementing the Framework in Real Scenarios
18:22 Scaling Experimentation Programs with Diversity
20:18 The Importance of Humility in Optimization
20:50 Shiny New Idea Syndrome
22:01 Rapid Fire Questions
24:41 Overcoming Insecurity and Embracing Feedback
29:28 Applying Experimentation Principles to Real Life
31:31 Balancing Multiple Interests and Projects
35:50 Final Advice for Aspiring CRO Professionals

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In this episode of the No Hacks Podcast, Tim Stewart shares his wealth of knowledge from 25+ years of consultancy, breaking down what Conversion Rate Optimization (CRO) really means for businesses today. Tim doesn’t just focus on the numbers—he dives into the balance between experimentation and perfection, and how making data-driven decisions can transform a business.

You'll hear practical strategies for digital optimization, insights on navigating market shifts (like the rise of low-cost competitors such as Temu), and tips for mastering stakeholder communication. Plus, Tim brings his love for Star Wars into the mix, using mentors like Obi-Wan and Yoda as metaphors for personal and professional growth.

Whether you’re a business owner, digital consultant, or just passionate about CRO, this episode is packed with valuable takeaways and stories you won’t want to miss.

00:00 Welcome to No Hacks Podcast
01:47 Experimentation Elite Event
03:32 The Role of CRO in Business Strategy
07:24 The Pragmatic Approach to Testing
09:57 Measurement and Analytics in CRO
13:36 Fixing the Funnel: A Pragmatic Approach
18:54 Challenges in CRO and Business Strategy
19:28 Identifying Problems and Providing Solutions
20:11 Delivering Hard Truths to Clients
20:48 Persuasion Techniques in Business
24:08 Sales Skills for Optimizers
28:23 The Importance of Soft Skills
30:23 Rapid Fire Questions from the Audience
33:04 Key Takeaways and Final Thoughts

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Are you passionate about user research and UX optimization? Then you won't want to miss our latest episode featuring the incredible Els Aerts, a user research legend, if there ever was one!

In this episode, Els talks about her straightforward, data-driven approach to user research, tracing its evolution from the 1990s to today. With decades of experience, she offers a fresh perspective on how user research has transformed, especially with groundbreaking technologies like AI reshaping the landscape.

What You'll Learn:

• The Evolution of User Research: Discover how methodologies have changed over the years and what that means for today’s UX professionals.
• The Importance of Expertise: Els stresses the need for deep knowledge and warns against the pitfalls of "research theater" – where research is done more for appearances than for real insights.
• Ethical Considerations: Learn about the risks of synthetic research methods and why genuine human interaction is crucial for meaningful data.
• Practical Tips for Beginners: Get actionable advice on crafting effective surveys and avoiding common mistakes with flawed tools and techniques.
• Dynamic Approaches to Personas: Explore why traditional personas might fall short and how frameworks like Jobs-to-Be-Done can offer more flexibility and accuracy.

Els also shares her personal journey, focusing her career on user research and offering candid thoughts on the trend of democratizing this essential practice. Whether you’re just starting out or looking to refine your skills, this episode is packed with valuable lessons and real-world insights to elevate your user research game.

🔍 Why Listen?

• Gain expert knowledge from a leader in user research and UX optimization.
• Understand the latest trends and technologies shaping the future of user experience.
• Get inspired by real-world stories and practical advice to enhance your professional journey.

If you want to learn about user research from the best, this is the episode for you 🚀

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In this episode of No Hacks podcast, we explore the concepts of fear, courage, and leadership with Luiza de Lange, a prominent figure in digital experimentation and CRO at LeoVegas. Luiza recounts her incredible journey of building in-house teams at major firms like Electrolux and Tele2 and working with a diverse array of clients at the award-winning agency, PrecisDigital.

Luiza discusses the importance of vulnerability in leadership, especially as a woman in a male-dominated industry like data analytics. She shares her experiences of making bold career transitions, traveling to 45 countries, and living in six, all driven by a blend of fear and courage. Luiza emphasizes the value of mentors and a supportive network, advocating for diversity and inclusion in the workplace.

Additionally, we explore how Luiza fosters a culture of experimentation, encouraging her teams to embrace failure as a learning opportunity. She shares tactics for motivating teams and ensuring everyone feels included and valued.

On a personal level, we talk about how an experimenter's mindset is applied outside of work, whether it's learning a new language, tackling fears like the fear of flying, or even engaging in activities such as gaming. Luiza's insights on leadership, self-awareness, and personal growth offer a compelling and inspiring message for anyone looking to overcome their fears and lead with courage.

Join us as we unpack Luiza's powerful message about leveraging fear and courage in both professional and personal realms, offering key takeaways that resonate beyond the workplace.

Experimentation Elite is on December 10th in London, get your ticket at experimentationelite.com and use code NOHACKS10 to save 10%

00:00 Welcome to No Hacks Podcast
00:45 Meet Luiza de Lange
01:13 Experimentation Elite
02:05 Luiza's Journey and Career Transitions
04:43 Embracing Fear and Courage
06:37 Mentorship and Networking
08:04 Fostering a Culture of Experimentation
12:38 Leadership Insights and Diversity
17:13 Applying Experimentation Mindset to Life
19:50 Travel and Personal Growth
24:48 Overcoming Fear of Flying
30:46 Final Thoughts and Takeaways

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In the latest episode of No Hacks, we dive deep into the art of optimization in both digital and personal spheres with Arnout Hellemans, a renowned digital strategist. From addressing ADHD's impact on SEO skills to the importance of maintaining basic SEO fundamentals, Arnout shares his invaluable insights. 

He discusses common misconceptions in SEO, the significance of website performance, and logs' role in historical data analysis. Arnout also emphasizes the holistic approach to optimization and extends these strategies to everyday life, parenting, and even national trends observed in the Netherlands. Plus, get ready for some fun anecdotes about optimizing mundane tasks like loading the dishwasher and some memorable stories from the legendary Conversion Hotel conference. Tune in for an engaging conversation on mastering the essentials and achieving success through comprehensive optimization strategies.

Don't forget to get your Experimentation Elite ticket at experimentationelite.com and use code NOHACKS10 to get your 10% discount!

00:00 Welcome to No Hacks Podcast
01:09 Meet Arnout Hellemans: Digital Strategist
03:34 Understanding ADHD and Its Impact on Optimization
08:47 The Dutch Culture of Optimization
10:33 SEO Fundamentals and Their Importance
16:16 Google Search Console Issues
17:23 Common SEO Misconceptions
20:24 Importance of Logs and Historical Data
22:51 Conversion Hotel Stories
28:29 Holistic Optimization in Real Life
31:59 Final Thoughts and Takeaways

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In this episode of No Hacks, we kick off Season 2 with Stewart Ehoff, the head of an award-winning experimentation program at RS, a dynamic public speaker, and a Dragon Ball Z fan. Join us as Stewart discusses his journey from web development to leading a successful experimentation team, offering deep insights into how he transitioned from building features to building tests. 

Discover actionable advice for web developers, the importance of curiosity, overcoming imposter syndrome, and the benefits of adopting an experimental mindset not only in digital realms but also in daily life. Stewart shares real-life success stories from RS, inspirational thoughts on maintaining humility, and practical tips on optimizing your work environment and personal habits.

00:00 Introduction to No Hacks Podcast Season 2
00:39 Meet Stewart Ehoff: From Web Developer to Experimentation Leader
01:19 The Journey from Web Development to Experimentation
02:51 Advice for Web Developers on Experimentation
04:35 Mentorship and Key Advice in Experimentation
07:20 Experimentation in Business: The RS Story
10:55 Building a Center of Excellence for Experimentation
14:58 Real-Life Experimentation Stories and Challenges
17:44 Optimizing Your Physical Work Environment
21:47 Listener Questions and Final Thoughts

#NoHacksPodcast #Experimentation #WebDevelopment #BusinessOptimization #Curiosity #Productivity #DigitalTransformation #BusinessExperimentation #HabitBuilding #WorkLifeBalance #Patience

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