LIVE FROM THE WHITE HOUSE is the advisory practice of Pieter Willems — a senior independent marketing strategist working with owner-led Belgian and Dutch businesses between €10m and €100m in revenue.

This site is where the thinking lives. The essays collected here defend specific trade-offs about brands, categories, pricing, and leadership. Read what is here. Decide whether the way it is argued would be useful in your boardroom. Then book a first call, or do not.