Airwalle is an independent online publication for owners, managers and curious readers who want to understand operating models, processes and strategic planning without the noise of a sales pitch. We publish long-form essays and step-by-step playbooks, written in plain English, and we never sell what we explain.
Every Monday the editorial desk picks three pieces — one Insight, one Playbook, one Reader Letter — and reads them out loud before sending them to the website. If a sentence does not survive the table, it does not survive the publication.
Why the Monday-morning stand-up is the cheapest, most under-used strategy tool inside an owner-run company — and how to design one that does not turn into theatre.
A six-step playbook for drawing a useful process map on one A3 sheet. No software. No expensive workshop. Just sticky notes, a wall, and three plain questions.
A short essay on why the first draft of any strategic plan should be handwritten. We explain the cognitive reason and walk through a one-evening exercise.
Most websites that talk about “business strategy” are, in fact, sales funnels for a service. That has been our small frustration for years. We started Airwalle in 2020 because we wanted a quiet, ad-free place where an owner of a forty-person company in Hilversum, a department head in a Rotterdam hospital, or a curious reader in a Utrecht library could sit down and learn the same vocabulary that a McKinsey associate uses on Monday — without having to buy anything afterwards.
This site has no shopping cart. We do not sell consulting, training, software, or templates. We are not a directory of consultants and we do not pass your details to one. The only thing we ask is that, if a piece is useful to you, you read it slowly, share the link with someone you trust, and write to us when something needs to be corrected.
A playbook on Airwalle is a long, careful essay you can print, fold, and stick on the kitchen wall of a small business. We test each one with three readers from different industries before we publish it.
How to draft an annual plan on a single A4 sheet — five fields, two evenings, and a rule that nothing goes on the page that you cannot defend out loud to a colleague.
The four meetings every owner-run company actually needs, in what order, with what agenda. Includes a one-page template anyone can fold and tape to a wall.
A short, practical guide to the moment a piece of work moves from one person to another. The moment that, in our reading, is where most quality is lost.
If a sentence needs a glossary, we rewrite the sentence. We assume the reader is bright, busy and reading on a Friday evening.
Every playbook is read by three working practitioners — an owner, a department head and a junior — before publication. We credit them in the colophon.
Every framework on the desk has to fit on one printed page. If it doesn’t, we either simplify it, or we break it into two pieces.
No advertising, no affiliate links, no paid placements, no upsells, no “book a call” buttons. Reader trust is the entire business model.
“I printed the one-page plan on a Sunday evening, filled it in on Monday morning with my team, and we have been keeping it on the kitchen wall of the bakery ever since.”
“Refreshing to find a Dutch business publication that does not try to sell me a course at the bottom of every article. I subscribed to the Friday note immediately.”
“The piece on hand-offs explained the recurring problem in our small clinic better than any consultant we hired in the previous five years. Thank you for writing it.”