Imagine a marketing team gathered around a table, piecing together a campaign from unrelated elements—a social media post here, a Google ad there, a rushed email, a video concept pulled from another project. Lightning flashes and the campaign lurches to life. ⚡ It’s alive! Except… it’s not. This is the Frankenstein approach to marketing and it rarely works. 🧟

You and your team worked hard and long on your innovative product. You want the world to know and understand why your product is revolutionary. It’s tempting to put the spotlight on the product: features, performance, specs, innovations. But here’s the truth: customers don’t buy features. More often than not, they don’t even know for sure your product will solve their problem when they decide. They simply buy the confidence that your product will work for them, in their context. You may invoice them for the product, but they expect a lot more.

Bees are small and vulnerable. And yet they are indispensable: they pollinate, keep ecosystems in balance and enable growth. Their strength lies not in their size, but in their cooperation, resilience and the value they add. 🐝 That idea is encapsulated in the name The Bee Academy. This organisation helps IT professionals who, after burnout, stroke or other setbacks, want to find their place in the labour market again. Like bees, they play an invisible but indispensable role in our society. With the right opportunities, they can contribute, grow and flourish again – for themselves and for the organisations they end up working for.