I write about the world as it unfolds, and build for the world that's coming. Perfectly imperfect, on purpose.

A curious mind. A human perspective.

I read people. I write stories. I shape tools.

I'm an entrepreneur and freelance journalist with more than 15 years in marketing. I have a real thirst for life: technology and cars fascinate me as much as psychology and Eastern philosophy. Curiosity connects it all: I observe what people create, how they behave and how they make decisions.

As a freelance journalist, I write mostly for Postimees Group, one of the largest multi-channel media groups in the Baltics. I create articles and content marketing for its magazines and theme supplements. Behind that are 15 years in marketing, organizational leadership and executive coaching with high achievers. All of this has taught me how people think, communicate and navigate change. I observe human behavioural patterns with curiosity and clarity. Discernment and commitment are the qualities I value most, in myself and in others.

Today I run three ventures: one for creativity, one for teaching, and the newest, SwissAI Lab, which I co-founded. At SwissAI Lab, we share our knowledge with people from startups and large organizations alike on how to use AI tools smarter and work more efficiently. That's how they win back their most valuable asset: time for the people they love, for joy and for life itself.

Meaningful societal impact is among my core values. For over two years, I have contributed to education, working with ASÕP MTÜ, a non-profit that finds substitute teachers for schools and helps career changers become teachers. I started as a substitute teacher and went on to become a project manager. I coordinated support for career changers finding jobs and led the design, editing and print production of 19 different workbooks created for them: a massive total of about 2,850 pages.

Driven by a healthy dose of curiosity, I have always been fascinated by how things work: from the patterns of human behaviour and the subconscious mind to technology, from car engines to the rapid evolution of AI. For me, discovering new things is a way of life.

The machine generates. The human discerns.

AI is above all a tool, but those who can truly use this power must understand people, consciousness and structure.

Serious about the work. Never too serious about myself.