Why this brand name; Baked Air Solution?

I come from an industry where people thrive on hot air.

People in the English-speaking countries use “hot air” to describe complex language. The French use “aire brûlé”, while Germans say “heiße Luft.” They all refer to language that is too complicated. My goal is to communicate in plain language. Ironically, that’s why I chose the name.

Please confront me when I violate my own boundaries.

Yes. He’s my son!

Latest Bakes


This blog is about boundaries, and it is the second in a series of four in which I explain my way of working. It may seem playful or unorthodox, but there is a method behind it.

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Potato Black Box

Use cases description is difficult but essential. It describes the process and functional application of tools. In our world, these applications are often IT functions. It is by no means the intention to mix this functional approach with the technical realization. That is the conversation between the system designs and the architect/developer.

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Sorry! I’m an older man and I’m not getting it anymore. In November 2021 I received an email from a Polish colleague. A woman in her thirties. She was annoyed

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A historic observation about how humanity got to the point that they have computers and still store their content like 8000 years ago. There are alternatives.

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A Make-Believe Company with Fictitious Business

The Acme Corporation is a fictional corporation that features prominently in the Road Runner/Wile E. Coyote animated shorts as a running gag. The company manufactures outlandish products that fail or backfire catastrophically at the worst possible times. The name is also used as a generic title in many cartoons, especially those made by Warner Bros. and films, TV series, commercials and comic strips.

Contoso is a fictitious company name created by Microsoft in the second half of the 1990s. The company is used as an example in Microsoft products and services.

Petroleux is my own version of a placeholder company.

The idea is based on my experience with training future users, and certainly people who are part of a management organization. They first must play, mess or fiddle with the “tooling”.

The investment is recouped twice over because the discussions about new or adapted IT support are then more structured. This is because user representations are based on possibilities that they have experienced themselves.