▶ Who, how and why

How this site is written

I am Joris van Huët. I publish this site and I answer for it. AI assistants draft much of it, so this page says what that means, what is checked before a page goes up, and what I took down because it did not meet the standard.

▶ Who

One person is accountable.

Who writes it: I do, with AI assistance. I am an interim CMO in Utrecht and the founder of Causality Engine. What I claim about my own career is the track record on the homepage, and nothing beyond it.
Who it is for: Marketing leaders and founders deciding whether they need an interim CMO, a fractional one, or agentic workflows built into their team.

▶ How

AI drafts. Rules decide what ships.

AI assistants draft: I use AI assistants, Claude above all, to draft pages and to write the site's code. A draft is not published because a model wrote it fluently.
Claims about me: A story about a client, an outcome or a number that is not on my track record does not go up. A page that describes a method describes a method, not something that happened to a company I will not name.
Numbers: A statistic appears with a link to where it comes from. If I could not find the source, the number is not there. A worked example says it is an example and shows the arithmetic.
Checked before every deploy: The build stops if a post claims experience that is not on the approved list, repeats text from another post, cites a source it does not list, leaves a model's stray output in the text, or links to a blog post that does not exist.
Tools that use AI: The diagnosis is written by Claude from your answers, and I do not read it before you do. The case it points to comes from my recorded work; the match is the model's judgment. The audit and the calculators run fixed rules and arithmetic.

▶ Why

This is also how clients find me.

Why it exists: I sell interim and fractional CMO work and agentic marketing builds. The writing is here to help a marketing leader decide whether they need that, including when they do not.
Where money comes in: Prices are published. Two tool pages carry affiliate links and say so next to the button. A post about the work I sell says that I sell it.

▶ What I took down

On 7 October 2026 I held the site to this standard.

457 blog posts: Most were one template with the sector swapped. Nearly all told stories about clients and employers that I cannot show, and quoted figures and sources that did not hold up. They were removed, and the address of each now answers as a missing page.
196 tool pages: Each claimed hands-on use of a different marketing tool, in my voice. I have not used 196 tools, so they went.
One benchmark report: It published sample sizes and medians I could not trace to records. It stays down until the data is published beside it.
Two sector pages: Healthtech and indie games. They described regulated-market and game-launch work that I cannot show, so they went.
Claims on the pages that stay: Statistics with a source label and no source, figures about what most engagements achieve, contract promises I could not back, and the word verified on my own track record were cut from the service, sector and tool pages.
The 18 posts that stay: They were rewritten to the rules above: no invented experience, every figure linked or labelled as an example, and a disclosure where I have an interest.

▶ Corrections

If something here is wrong.

Tell me: Write to hi@marketingupgrade.pro. I check it, fix it if you are right, and say what changed.