Samet Kasik

My work focuses on long-term business strategy and growth. I help businesses make decisions about which customers to serve, how to compete, and where to invest, then work through what those choices require in people, systems, and resources.

I'm interested in how these decisions shape one another. The customers a business chooses to serve influence the capabilities it needs. Expanding into a new market can create opportunities while stretching resources. Adding a service can increase revenue while introducing complexity that weakens profitability. I approach strategy by examining these connections and considering what today's choices mean for the business over time.

What I do

At Acumen, I work across business and digital strategy, growth planning, technology decisions, and implementation. My role often begins before a platform, campaign, or software solution is selected. I help clarify the underlying business need, examine the options and trade-offs, and develop an approach that reflects the organization's priorities, resources, and capacity to execute.

Background

My background combines economics, marketing, and practical experience in digital business. I began working in digital marketing and e-commerce in 2011, gaining experience in retail and agency environments before co-founding Acumen in 2019.

I hold a bachelor's degree in Economics and a master's degree in Marketing. My master's research examined SMEs and e-commerce in Istanbul and was later published in the Journal of Business and Management Research. From 2015 to 2017, I completed doctoral-level coursework in Business Administration, Management and Operations. These academic and professional experiences continue to inform my approach, bringing research and analytical thinking together with attention to commercial realities and implementation.

AI and business systems

AI and business systems are an ongoing focus of my work and research. I'm exploring how they influence decision-making, the organization of work, and the capabilities businesses need to compete. This includes developing frameworks for assessing business needs, evaluating opportunities, and planning implementation. I'm particularly interested in the relationship between technology, human judgment, and organizational knowledge, and how that relationship changes as a business grows.

About this site

This site is where I develop and share my thinking on strategy, growth, AI, and business systems. My writing draws on consulting work, research, and continued reading. I examine the reasoning behind business decisions, question assumptions, and consider alternatives alongside their practical consequences. Some essays address immediate challenges; others explore choices whose effects may take years to become clear.

I write for business owners, leaders, and curious practitioners who want to think carefully about the businesses they are building. My aim is to offer a useful perspective, explain the reasoning behind it, and leave room for discussion.