Category Archives: PRINCIPLES

INKFISH PRINCIPLES: building agile

It used to be, that building a website was like building a proverbial castle. You built everything first – and only went live when your website was perfect. Not anymore. Now, it’s about presence. Start, add, change, expand and improve all the time – your website’s evolution matches your businesses evolution, your availability and improves […]


The difference between an educated marketing person and a business owner, is the business owner always aims to address as many people as possible, fearing they may miss an opportunity and leave someone out. The golden truth in marketing is and has been for years, long before the internet already, to be as specific as […]

INKFISH PRINCIPLES: hierarchy of value

Is everybody worth your investment? Who is more likely to become a paying customer? Frazzled by social media marketing telling us to run in 20 different directions at the same time, keep this overview in mind while making your strategic decisions. So in the INKFISH Principles, we will explain the basics of the INKFISH methodology. […]

INKFISH PRINCIPLES: don’t make me think

Don’t make me think is an iconic book by Steve Krug and holds so many truths it is probably never going to date. The principle does not only apply to web development but also to signage, packaging, brochures, posters and basically any visual communication. It requires your being able to stand on the side of the […]

INKFISH PRINCIPLES: content marketing

Content is king! The MESSAGE is THE content – not the method or way it is presented to your audience. Forget about the platform and focus on a strong message first. I am going to explain to you why content is so important and how we are building it up. Content is any kind of […]


Often confused as being the name for content, main channels are just that: an outlet, a way to get the message to your audience. Don’t spend your precious time listening to each social media channel, demanding you spend energy making their platform look good instead of your own website. Remember you do not own your […]


Consistency is not just about the use of the right logo and brand colours, it’s about everything and anything related to your company. Consistency requires discipline, but it’s well rewarded. It creates brand awareness and sets your brand apart. It separates the one-man-DIY-band from the company that takes itself seriously. The least valued aspect of […]