I am a marketing consultant with 15+ years’ experience in developing and executing content marketing campaigns for B2B technology companies of various types and sizes (SaaS, IT, telco, engineering).

As a transportation engineer by education, I enjoy transforming complex product features into tangible benefits, and using creative ideas to transform messaging frameworks into clear marketing communication, leading to strong business results.

I also enjoy helping young and aspiring people in not making the same mistakes I have made before.

My Mentoring Topics

  • Marketing Strategy
  • Content Marketing
  • Social Media
  • Corporate Communications
  • Website Management
  • Data Analytics
8.August 2023

Vladimir is an excellent mentor and has amazing industry insights to share. I am a budding content marketer and his way of explaining things he has experienced in his career was amazing.

I would recommend Vladimir again and again for someone who is looking to understand content marketing, and in general, marketing. His experience can serve as a guiding light in the dark.

I am surely going to book another session with Vladimir in near future as I see a lot of potential in this professional network to help me carve my own pathway in my domain. Thank you Vladimir for amazing conversation and thank you for offering me a slice of your time from your schedule.

I am thoroughly grateful to things I uncovered in this conversation.

27.June 2023

Chatting with Vladimir was very helpful! He knows a lot about marketing and business in general. He offered me some great advice on the job search, freelancing, networking and on tons of different areas of marketing like segmentation, copywriting and working with other marketers. Will definitely have another chat with him soon and would recommend him to anyone wanting to improve on the topics I mentioned above. Thanks once again Vladimir!

27.June 2023

10.May 2023

I would wholeheartedly recommend Vladimir as a mentor! I recently had a very helpful session with him during which he helped me identify solutions to a couple of challenging marketing and business issues. Clearly, he is an experienced marketer, and I'm grateful he was willing to share his expertise and guidance with regards to the brand positioning questions I raised during our session.

Also, I very much appreciated Vladimir's structured thinking and his ability to provide clarity while pointing out potential blind spots. The unbiased perspective was much-needed and invaluable. Thank you again, @Vladimir! I'm already looking forward to our next conversation.

25.April 2023

Vladimir was really helpful!

I came to the coaching session with a LOT of doubts about what direction should I follow in marketing and he gave me so many paths I was not aware of!

I certantly used his advice and it is working, I will recommend every person to get into a call with him because he is an expert.


Bob Hoffman

Key Facts and Insights from Adscam The Digital Ad Industry is a Scam: Bob Hoffman asserts that the digital advertising industry is largely a scam, fraught with fraud, waste, and inefficiency. Transparency Issues: The book raises critical issues about the lack of transparency in online advertising, including undisclosed rebates, arbitrage, and non-transparent programmatic trading. Data Privacy: Hoffman points out the rampant misuse and abuse of consumer data in the digital advertising industry. Ineffectiveness: Adscam emphasizes the often-overlooked fact that despite the hype, digital advertising is not as effective as it's made out to be. Ad Fraud: The book sheds light on the prevalence of ad fraud in the industry, including bot traffic and click fraud. Online Advertising Metrics: Hoffman critically examines the validity of common online advertising metrics, arguing that many are misleading or meaningless. Influence of Tech Giants: The book exposes the undue influence of tech giants like Google and Facebook in shaping the digital advertising industry. Traditional Advertising vs. Online Advertising: Hoffman makes a compelling case for the efficacy of traditional advertising methods compared to their online counterparts. Consumer Behaviour: Adscam discusses at length how consumer behaviour is often misrepresented or misunderstood in digital advertising. Marketing Myths: The book debunks several prevalent marketing myths, such as the belief in the all-powerful millennial demographic. Need for Change: Hoffman calls for a radical overhaul of the digital advertising industry to address its many inherent issues. An In-Depth Analysis of Adscam Adscam is a scathing critique of the digital advertising industry, drawing on Bob Hoffman's years of experience in the field. The book begins by boldly asserting that the digital advertising industry is a scam. Hoffman argues that the industry is riddled with fraud, inefficiency, and waste, a theme that he explores in detail throughout the book. One of the main problems Hoffman identifies is the lack of transparency in online advertising. This issue manifests in various ways, such as undisclosed rebates, arbitrage, and non-transparent programmatic trading. This lack of transparency not only erodes trust between advertisers and agencies but also leads to significant financial losses. Another critical issue discussed in the book is the misuse and abuse of consumer data. Hoffman points out that despite the industry's obsession with data, much of it is collected without consumers' knowledge or consent and used in ways that infringe upon their privacy. Hoffman also takes aim at the perceived effectiveness of digital advertising. He argues that despite the hype surrounding it, digital advertising is not as effective as it's made out to be. In support of this argument, he points to research showing that traditional advertising methods often outperform their online counterparts. The issue of ad fraud is another major theme in the book. Hoffman sheds light on the prevalence of fraudulent practices in the industry, like bot traffic and click fraud, which cost advertisers billions of dollars every year. Hoffman is also critical of the common online advertising metrics. He argues that many of these metrics, like clicks and impressions, are misleading or meaningless. They do not accurately reflect consumer engagement and can be easily manipulated. The book also discusses the undue influence of tech giants like Google and Facebook. Hoffman argues that these companies not only control a significant chunk of the online advertising market but also shape the industry in ways that serve their interests. In discussing consumer behaviour, Hoffman points out that it is often misrepresented or misunderstood in digital advertising. He argues that most consumers do not engage with online ads as much as the industry would like to believe. Hoffman also debunks several marketing myths. One such myth is the belief in the all-powerful millennial demographic. He argues that targeting millennials as a homogenous group is misguided and ineffective. Finally, Hoffman calls for a radical overhaul of the digital advertising industry. He believes that only by addressing its many inherent issues can the industry regain trust and deliver on its promises. In conclusion, Adscam is a thought-provoking critique of the digital advertising industry. It raises important questions about the industry's practices and challenges commonly held beliefs about digital advertising. Its insights are invaluable for anyone interested in understanding the true state of the industry and the need for change.

The Ad Contrarian - Getting Beyond the Fleeting Trends, False Goals, and Dreadful Jargon of Contemporary Advertising
Bob Hoffman

Key Facts and Insights Advertising is not a science: The book emphasizes that advertising is not a precise science, but rather a human endeavor with inherent unpredictability. Discrediting the digital supremacy: Hoffman challenges the current obsession with digital advertising and questions its efficacy. Importance of creativity: The book underscores the critical role of creativity in advertising that often gets downplayed in the era of data-driven marketing. Relevance of long-term branding: The book argues that consistent, long-term branding is more effective than incessant chasing of fleeting trends. Exposing false metrics: The book dissects the common misuse and misunderstanding of metrics in contemporary advertising. Questioning the 'target audience' concept: Hoffman questions the traditional concept of the 'target audience', arguing that it's often more expansive and diverse than marketers assume. Doubting the 'engagement' mantra: The book questions the overemphasis on consumer engagement, stating that most people do not seek active engagement with advertisements. Calling out jargon: The book highlights how advertising industry is riddled with jargon and buzzwords that often obscure clear communication. Myth of the 'brand conversation': Hoffman debunks the idea that consumers are keenly interested in 'conversations' with brands. Ageism in advertising: The book identifies the industry's unhealthy obsession with youth and neglect of older consumers. In-Depth Summary and Analysis "The Ad Contrarian - Getting Beyond the Fleeting Trends, False Goals, and Dreadful Jargon of Contemporary Advertising" by Bob Hoffman is a profound exposition that challenges the prevailing norms and perceptions in the world of advertising. The book dismantles the widely propagated beliefs, revealing the inadequacies and fallacies of the contemporary advertising landscape. At the very outset, Hoffman establishes that advertising is not a science. It is a human endeavor filled with uncertainties and variables. This assertion bears resemblance to the notion of 'Advertising as a Cultural System' by anthropologist William M. O'Barr, which emphasizes the cultural and human aspects of advertising over mechanistic interpretations. Hoffman boldly discredits the digital supremacy in advertising. He questions the effectiveness of digital advertising and its often-exaggerated impact. This stance echoes the sentiments of Byron Sharp's "How Brands Grow", which also criticizes the over-reliance on digital advertising. The book underscores the importance of creativity that is often sidelined in the data-driven marketing era. Hoffman suggests that creativity is the real differentiator in advertising, a sentiment shared by Ken Robinson in his work "Out of Our Minds: Learning to be Creative". Long-term branding is emphasized over the incessant pursuit of fleeting trends. Hoffman argues that consistent messaging over time builds stronger brands, a concept that aligns with Kevin Lane Keller's 'Brand Equity Model'. The book also exposes false metrics that plague the industry. Hoffman calls out the misuse and misunderstanding of metrics, reminding us of the 'vanity metrics' trap discussed by Eric Ries in "The Lean Startup". Hoffman further questions the 'target audience' concept, arguing that it's often more expansive and diverse than marketers assume. This assertion resonates with the idea of 'mass marketing' advocated by Byron Sharp. The overemphasis on consumer engagement is challenged. Hoffman argues that most consumers do not seek active engagement with advertisements, a claim that challenges the prevailing 'engagement' mantra in the industry. The book calls out the jargon that riddles the advertising industry. Hoffman argues that buzzwords and jargon often obscure clear communication, a sentiment echoed by George Orwell in his essay "Politics and the English Language". Hoffman debunks the myth of the 'brand conversation', asserting that consumers are not keenly interested in 'conversations' with brands. This stance aligns with the 'Ehrenberg-Bass Institute's' findings on consumer-brand interactions. Lastly, the book highlights the industry's ageism problem, criticizing the obsession with youth and neglect of older consumers. This perspective echoes the findings of the 'Age of No Retirement' report, emphasizing the value and buying power of older consumers. In conclusion, "The Ad Contrarian" is a must-read for anyone seeking to understand the realities of contemporary advertising. It offers a refreshing perspective that challenges the status quo, encouraging critical thinking and more effective advertising strategies.

The Subtle Art of Not Giving a F*ck - A Counterintuitive Approach to Living a Good Life
Mark Manson

Key Insights from "The Subtle Art of Not Giving a F*ck" Embrace the Struggle: Struggle is an inevitable part of life, and the key to success is not avoiding struggle but rather selecting the struggles that are worth the effort. Values: It’s crucial to choose good values to measure success, such as honesty, innovation, vulnerability, etc., rather than unhealthy ones like material success. Finding Happiness: Happiness is not about always being positive, but rather about being comfortable with negative experiences and emotions. Responsibility: We should take responsibility for our life and actions, irrespective of whether we are at fault or not. Acceptance: Accepting the reality of our mortality can help us live a more meaningful life. Freedom: Freedom is not about having no limitations, but rather about choosing our limitations. Rejection of Entitlement: We are not entitled to a perfect life and accepting this can lead to personal growth. Failure: Failure is a part of growth. We learn from our failures, not from our successes. Uncertainty: It’s important to accept that we don’t know everything and uncertainty is a part of life. Commitment: Commitment to our values and passions is the pathway to satisfaction. An In-Depth Analysis of "The Subtle Art of Not Giving a F*ck" "The Subtle Art of Not Giving a F*ck" by Mark Manson is a profoundly counterintuitive self-help guide that challenges conventional wisdom about happiness and success. The book provides a refreshing perspective on personal development, focusing on embracing negatives in life and understanding that struggle is a critical part of growth. The first key insight from the book is about embracing the struggle. Manson asserts that problems are a constant in life. Life is essentially an endless series of problems and the key to happiness is solving these problems. The idea is not to avoid problems or struggle, but to find the problems worth struggling for, the ones that align with our personal values. This leads us to the second insight on values. Manson suggests that we often choose inappropriate values to measure our success. Our society tends to encourage values like wealth, fame, and beauty, but these are outside of our control and thus lead to dissatisfaction. Instead, we should choose values that are within our control, like honesty, innovation, standing up for oneself, vulnerability, etc. The third insight is about finding happiness. Manson challenges the widely accepted notion that a happy life is a life full of constant positivity. Instead, he suggests that happiness comes from the ability to manage and be comfortable with the negative experiences that inevitably occur in our lives. The fourth insight revolves around the concept of responsibility. According to Manson, we need to take responsibility for our life and actions, even when we are not at fault. By doing so, we empower ourselves to change our circumstances and our responses to them. The fifth insight, acceptance, is one of the most profound and challenging. Manson asks us to accept the reality of our mortality. This can be a deeply unsettling thought, but according to Manson, it can also spur us to live in the present and lead a more meaningful life. In the sixth insight, Manson redefines freedom. He argues that real freedom is about self-imposed limitations, not an absence of limitations. It's about choosing what we want to give a f*ck about. Manson also rejects the notion of entitlement in the seventh insight. He argues that believing we are entitled to a good life just because we exist is a destructive idea. Instead, we should strive for growth and improvement. In the eighth insight, Manson highlights the importance of failure. He argues that we learn more from our failures than our successes, and that failure is an integral part of growth and improvement. The ninth insight is about uncertainty. Manson emphasizes that we should accept that we don’t know everything. This acceptance of uncertainty allows us to be more open to new experiences and ideas. Finally, the tenth insight is about commitment. Manson notes that satisfaction comes from commitment to our values and passions, not from avoiding discomfort or seeking pleasure. In conclusion, "The Subtle Art of Not Giving a F*ck" by Mark Manson provides an unconventional yet insightful approach to living a good life. It challenges us to embrace struggle, choose meaningful values, accept our mortality, and take responsibility for our lives. While it may be uncomfortable to confront these ideas, doing so can lead to a more fulfilling and satisfying life.

The New Rules of Marketing and PR - How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
David Meerman Scott

Key Facts and Insights from the Book The traditional marketing strategies are no longer effective in the modern world, and marketers need to adapt to the new rules of marketing and PR. Using online media such as blogs, podcasts, and viral marketing can help businesses reach their target audience directly. News releases are not just for journalists; they can also be used to communicate directly with customers. Online marketing is not about hard selling; it's about building relationships and creating a community around your brand. The importance of developing a buyer persona in order to effectively target your marketing efforts. Content is king; creating quality, valuable content is paramount to attract and retain customers. The power of real-time marketing and the need for businesses to be agile and responsive. How social media platforms can be harnessed for effective marketing and PR. The significance of SEO (Search Engine Optimization) in enhancing online visibility. The necessity of monitoring and measuring the success of your online marketing strategies. Detailed Summary and Analysis David Meerman Scott’s book provides a comprehensive guide for marketers to navigate the evolving landscape of marketing and public relations. The fundamental shift from traditional marketing methods to the new rules of marketing and public relations forms the crux of this book. Scott argues that the traditional marketing and PR models—based on advertising, pushing messages, and seeking media coverage—are now obsolete. Instead, the future belongs to businesses that can harness the power of online media to reach their buyers directly. Online media forms the core of Scott's new rules. He explores various forms of online media such as blogs, podcasts, and viral marketing and demonstrates how they can be used to communicate directly with customers. For instance, rather than using news releases to pitch to journalists, businesses can use them to reach out to customers directly. This challenges the traditional gatekeeper role of the media and opens up a direct communication channel between businesses and their customers. Content creation is another critical aspect of the new rules. In today's digital era, content is king. Marketers need to focus on creating quality content that provides value to their customers. This positions the business as a trusted source of information, builds relationships, and fosters a sense of community around the brand. Scott discusses the importance of developing a buyer persona in order to effectively target the marketing efforts. Understanding the buyer's needs, preferences, and behavior helps businesses tailor their marketing strategies accordingly. Real-time marketing is another essential aspect covered in the book. In an age of constant connectivity, businesses need to be agile and responsive. They must engage with their customers in real time, addressing their needs and concerns promptly. Social media platforms play a key role in the new rules of marketing and PR. Scott discusses how businesses can leverage social media to engage with their customers, build brand awareness, and drive traffic to their website. SEO (Search Engine Optimization) is another vital factor highlighted in the book. Enhancing online visibility through SEO can significantly improve a business's reach and impact. Lastly, Scott emphasizes the necessity of monitoring and measuring the success of online marketing strategies. By tracking key metrics, businesses can gauge the effectiveness of their marketing efforts, make informed decisions, and continuously improve their strategies. In conclusion, "The New Rules of Marketing and PR" provides an invaluable roadmap for marketers navigating the digital landscape. It emphasizes the shift from traditional, interruptive marketing to a more customer-centric approach that leverages online media to engage with customers directly, deliver value through content, and build lasting relationships.

How to Get to Great Ideas - A system for smart, extraordinary thinking
Dave Birss

Key Facts and Insights from the Book The book emphasizes that everyone has the potential to generate great ideas, but this potential needs to be nurtured and developed. It introduces a system for achieving extraordinary thinking which includes understanding the problem, collecting data, connecting the dots, and formulating the idea. Great ideas often emerge from divergent thinking, where you explore many possible solutions rather than just going for the obvious one. It stresses the importance of creating an environment that encourages free thinking and creativity. The book offers practical techniques for overcoming common obstacles to creativity such as fear of failure, self-doubt, and the pressure of deadlines. It highlights the significance of collaboration and diversity in the idea generation process. It points out the need for passion, perseverance, and patience in the pursuit of great ideas. The book underlines the role of curiosity and continuous learning in stimulating creativity. It provides real-life examples and case studies illustrating how the system works in practice. The book also includes exercises and activities that can help readers practice and improve their idea generation skills. Finally, it encourages readers to embrace their unique perspective and use it as a source of creative ideas. In-Depth Summary and Analysis In the book, the author, Dave Birss, presents a well-thought-out system for generating innovative and extraordinary ideas. Drawing from his extensive experience in the creative industry, Birss distills the essence of creativity into an accessible and actionable process. The fundamental premise of the book is that everyone has the potential for creativity, but this potential often remains untapped due to various constraints and barriers. This aligns with the well-established concept in psychology known as the 'self-fulfilling prophecy'. It means that if people believe they are not creative, they will behave in ways that confirm this belief, thereby stifering their creative potential. Birss lays out a clear process for idea generation, which includes understanding the problem, gathering relevant information, connecting the dots in unexpected ways, and formulating the idea. This process resembles the well-known 'Four Stages of Creativity' model proposed by psychologist Graham Wallas, which consists of preparation, incubation, illumination, and verification. One of the key insights from the book is the importance of divergent thinking in the idea generation process. Divergent thinking, a concept popularized by psychologist J.P. Guilford, is a method used to generate creative ideas by exploring many possible solutions. This is in contrast to convergent thinking, which focuses on finding the single best solution to a problem. Creating an environment conducive to creativity is another crucial aspect emphasized in the book. This includes promoting a culture of open-mindedness, encouraging risk-taking, and providing time and space for free thinking. This echoes the idea of 'psychological safety' proposed by Harvard Business School professor Amy Edmondson, which is a shared belief that the team is safe for interpersonal risk-taking. Common barriers to creativity such as fear of failure, self-doubt, and pressure of deadlines are discussed in the book along with practical strategies for overcoming them. This reflects the concept of 'creative self-efficacy', which refers to one's belief in their ability to produce creative outcomes. The book also highlights the value of collaboration and diversity in generating innovative ideas. This is in line with the concept of 'collective intelligence', which is the shared or group intelligence that emerges from the collaboration, collective efforts, and competition of many individuals. The need for passion, perseverance, and patience in pursuing great ideas is underscored in the book. This resonates with the concept of 'grit' popularized by psychologist Angela Duckworth, which is a combination of passion and sustained persistence applied towards long-term achievement. Lastly, the book encourages readers to stay curious, keep learning, and embrace their unique perspective as a source of creative ideas. This aligns with the concept of 'growth mindset' proposed by psychologist Carol Dweck, which is the belief that abilities and intelligence can be developed through dedication and hard work. All in all, "How to Get to Great Ideas" presents a comprehensive and practical guide to nurturing creativity and generating innovative ideas. It is a valuable resource for anyone looking to unlock their creative potential and achieve extraordinary thinking.

Thinking, Fast and Slow
Daniel Kahneman

Key Insights from 'Thinking, Fast and Slow' Cognitive Ease: The human brain tends to choose the path of least resistance when processing information. System 1 and System 2: Two distinct systems govern our thought processes. System 1 is fast, intuitive, and emotional, while System 2 is slow, deliberate, and logical. Heuristics and Biases: Our brains use mental shortcuts or 'heuristics' to make quick decisions, which can often lead to biases in our thinking. Prospect Theory: People tend to make decisions based on potential losses and gains, not final outcomes. Anchoring Effect: The first piece of information we receive about a subject heavily influences our perception of subsequent information. Availability Heuristic: We tend to judge the probability of events by how easily examples come to mind. Endowment Effect: We value things more when we own them. Hindsight Bias: Our tendency to see events as more predictable than they really are after they have happened. Framing Effect: The way information is presented can drastically affect how we perceive it and make decisions. The Halo Effect: Our overall impression of a person influences how we feel and think about their character. Deeper Analysis of the Book's Concepts 'Thinking, Fast and Slow', a seminal work by Daniel Kahneman, delves into the two systems that drive the way we think—System 1, which is fast and intuitive, and System 2, slow and deliberate. This dual-process theory of cognition is not new, but Kahneman's exploration of how these systems interact, often leading to cognitive biases, is groundbreaking. System 1 operates automatically and quickly, with little or no effort and no sense of voluntary control. It's the part of our brain that responds to a surprising sound in the darkness or decides to swerve to avoid an accident. This system is heavily influenced by our past experiences and emotions, making its responses feel intuitive and automatic. In contrast, System 2 allocates attention to the effortful mental activities that demand it, including complex computations and conscious decision-making. This system is slower and more deliberate, often stepping in to verify and modify the impressions and intuitions from System 1. However, System 2 is lazy and often defaults to the easier, automatic responses of System 1. This is where cognitive biases come in. Heuristics and biases are mental shortcuts that System 1 uses to make quick decisions. While these shortcuts can often be useful, they can also lead to systematic errors in our thinking. For example, the availability heuristic might lead us to overestimate the likelihood of dramatic events (like plane crashes) because they are more memorable and thus more easily available to our minds. Prospect theory, introduced by Kahneman and his colleague Amos Tversky, challenges traditional economic theory, which assumes that humans are rational actors. Instead, prospect theory suggests that people make decisions based on potential gains and losses, not the final outcome. This can lead to seemingly irrational decisions, such as refusing to take a small loss to potentially gain more in the long run. The anchoring effect describes our tendency to rely heavily on the first piece of information we receive (the "anchor") when making decisions. Even when the anchor is arbitrary or irrelevant, it can dramatically influence our judgments and estimates. Similarly, the framing effect reveals that the way information is presented can drastically affect our decisions. For example, people are more likely to opt for a surgical procedure if it’s presented with a 90% survival rate than a 10% mortality rate, even though both statistics convey the same information. In conclusion, 'Thinking, Fast and Slow' highlights how our thought processes—though powerful—are not always as rational, objective, or logical as we might believe. By understanding these biases, we can take steps to mitigate them and make better, more informed decisions.