A brand book
Complete, in house style, ready to share with the team.
Smart Tech · building with AI
Building with AI.
Not prompting. Leading.
Three editions · from €697 · with Derek Lomas & Emma Furia
01 · What you build
At the end it is standing there.
And you built it.
The website that has not been right for two years, the admin that costs you a day every month, the copy you never finish. You build it yourself, from the first session onwards, and then it is solved.
What the participants had afterwards was not a set of notes. It was finished work. Sanne had ten terminal windows open at once: a brand book, years of Google problems solved, new product copy, a German website, fifteen years of photo shoots sorted, and her mail linked to Etsy.
Brigitte started a CRM with workflows for shoots and weddings, and rewrote her terms and conditions. Madeleine built a new website and an app to try it out.
That is the point of this edition: you are not going to learn what AI is. You are going to build something with it that is standing in your business tomorrow.
Once you know this exists, you don't go back to the old standard.
Ellen Joosten · founder02 · What participants built
In a single morning
A German website
New market, its own language, online the same day.
A CRM
With workflows for shoots and weddings, made to measure.
New product copy
And years of Google problems finally solved.
Fifteen years of shoots
Sorted and searchable. Found within three seconds.
Rewritten terms
Brought up to date with the rules that had changed in her field.
No promise. This is what was standing there when the room emptied.
03 · Who runs it
Two people who
actually build it
Derek Lomas
Positive AI · Human-Centered Design, TU Delft
Researches how technology moves people forward. Shows what you can build yourself, from nothing, without ever having programmed.
Emma Furia
TU Delft · AI and design
Makes sure it does not stay at watching. Works next to you while you build, until the thing really runs.
04 · Who it is for
You do not need
to know anything
The participants of the first edition did not know where the terminal was. That is where everybody started.
What you do need: a business that runs, and something you have been thinking could be better for a while. Usually that is the website, or the admin that costs you hours, or the copy you never finish.
That is what you start with.
Not my thing at all. Turned out to be almost addictive.
Ellen Joosten · founder05 · The three editions
Three editions.
From €697.
Starter
Ongoing
Weekly tech support from Emma and Derek. You build yourself, with them beside you.
Power
Ongoing
Everything in Starter, plus a personal session and three group sessions.
VIP
Ongoing
Everything in Starter, plus three personal sessions and the group sessions.
Join now and a free one-hour upstart session comes with it, so you are not standing at zero when you begin.
Registration runs through Plug&Pay
What it looks like
A hundred laptops open,
and at the end it is standing there
22 June 2026 · black and white: Els