{"id":127,"date":"2026-11-01T11:59:41","date_gmt":"2026-11-01T10:59:41","guid":{"rendered":"https:\/\/www.cxm.academy\/en-ae\/rasmus-houlind\/"},"modified":"2026-11-01T11:59:41","modified_gmt":"2026-11-01T10:59:41","slug":"rasmus-houlind","status":"publish","type":"page","link":"https:\/\/www.cxm.academy\/en-ae\/rasmus-houlind\/","title":{"rendered":"Rasmus Houlind"},"content":{"rendered":"\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-hero cxm-v6-hero-product cxm-v6-hero-fac has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-hero-grid is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-hero-text is-layout-flow wp-block-group-is-layout-flow\">\n\n<nav class=\"wp-block-group cxm-crumbs is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><a href=\"\/en-ae\/\">Home<\/a><\/p>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"\/en-ae\/faculty\/\">Our faculty<\/a><\/p>\n\n\n<p class=\"wp-block-paragraph\">Rasmus Houlind<\/p>\n\n<\/nav>\n\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Faculty \u00b7 Personalization Playbook<\/p>\n\n\n<h1 class=\"wp-block-heading cxm-v6-h1\">Rasmus Houlind<\/h1>\n\n\n<p class=\"cxm-v6-strap cxm-v6-sub wp-block-paragraph\">Author \u00b7 originator of the Bowtie of Personalization<\/p>\n\n\n<p class=\"cxm-v6-lede wp-block-paragraph\">Personalization that pays, without breaking trust.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-navy\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/en-ae\/courses-teams\/#quote\">Train your team<\/a><\/div>\n\n\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/en-ae\/faculty\/\">Meet the faculty<\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n\n<figure class=\"wp-block-image size-full cxm-v6-hero-photo\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus.webp 1x\" width=\"900\" height=\"675\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus.jpg\" alt=\"Rasmus Houlind\"\/><\/figure>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-thesis has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">The thesis<\/p>\n\n\n<h2 class=\"wp-block-heading\">Most personalization programs confuse data with understanding<\/h2>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\">They get the syntax right and the human wrong. Rasmus teaches the discipline that separates the two: a framework for deciding which customer signals matter, which moments deserve investment, and where generative AI is genuinely better than a thoughtful human.<\/p>\n\n\n<p class=\"wp-block-paragraph\">It is the difference between a customer who feels seen and a customer who feels surveilled.<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-fac-work has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">His work<\/p>\n\n\n<h2 class=\"wp-block-heading\">He wrote the book. Then he wrote the AI edition.<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Rasmus is the author of <em>Hello, $FirstName: Profiting from Personalization<\/em>, written with Frans Riemersma, Karsten Horsberg and Hugo Andersson and now in its Generative AI edition. His earlier book, <em>Make It All About Me<\/em> (2019), laid the omnichannel marketing foundation his personalization work builds on.<\/p>\n\n\n<p class=\"wp-block-paragraph\">He has spent more than two decades in marketing and personalization practice and works at Agillic, a Nordic marketing automation platform. He is the originator of the Bowtie of Personalization, the framework he uses to plan segments, messages, moments of truth and content.<\/p>\n\n\n<p class=\"wp-block-paragraph\">His workshops took the Bowtie from a book diagram to a working method, used by commerce, banking, charity and subscription teams across the Nordics, the UK and beyond.<\/p>\n\n<\/div>\n\n\n<figure class=\"wp-block-image size-full cxm-v6-hero-photo\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus-workshop.webp 1x\" width=\"1000\" height=\"750\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus-workshop.jpg\" alt=\"Personalization Cards laid out on two large Bowtie sheets during a workshop\"\/><\/figure>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section id=\"teaches\" class=\"wp-block-group alignfull cxm-v6 cxm-v6-fac-teach has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">How he teaches<\/p>\n\n\n<h2 class=\"wp-block-heading\">Simple on purpose<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Rasmus keeps the model simple on purpose, so the disagreements that ambush most personalization programs (\"we both said personalization but meant different things\") can be resolved at a table, with cards, before any technology gets bought.<\/p>\n\n\n<ul class=\"wp-block-list cxm-v6-facts\">\n<li><strong>Working fluency:<\/strong> the Bowtie applied to your own program: segments, messages, moments of truth, marketing automation, inbound and AI.<\/li>\n\n<li><strong>A personalization plan:<\/strong> what to keep, what to retire, and where AI changes the economics.<\/li>\n\n<li><strong>Sharper judgment:<\/strong> over-personalization, under-personalization, false-positive AI and the trust cliff.<\/li>\n<\/ul>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-card cxm-v6-fac-offer is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-tags is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-tag wp-block-paragraph\">Private team training<\/p>\n\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Personalization for your team<\/h3>\n\n\n<p class=\"cxm-v6-body wp-block-paragraph\">A classroom for your team only, on your dates. We work on your own cases, so the team practices on its own customers.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-navy\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/en-ae\/courses-teams\/#quote\">Request a quote<\/a><\/div>\n\n<\/div>\n\n\n<p class=\"cxm-v6-muted cxm-v6-small wp-block-paragraph\">Own The Personalization Playbook? Your access does not expire: <a href=\"https:\/\/learn.cxm.academy\/\">sign in at learn.cxm.academy<\/a>.<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-words has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">In his words<\/p>\n\n\n<p class=\"cxm-quote-line wp-block-paragraph\">Personalization in 2026 is not the same conversation it was three years ago. Generative AI rewrote the cost curve, and a lot of programs that looked sophisticated last year now look brittle. The teams winning are not the ones with the most tools. They are the ones with the clearest framework for which customer signals matter, which moments deserve investment, and where AI is genuinely better than a thoughtful human.<\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\"><strong>Rasmus Houlind<\/strong>, author of <em>Hello, $FirstName<\/em><\/p>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-card cxm-v6-quote is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-skill-k wp-block-paragraph\">The Personalization Playbook<\/p>\n\n\n<p class=\"cxm-quote-line wp-block-paragraph\">I joined the masterclass wanting to sharpen my skills. I left with a framework, a new way of thinking about the customer journey, and a stronger professionalism in personalization.<\/p>\n\n\n<div class=\"wp-block-group cxm-v6-person is-layout-flow wp-block-group-is-layout-flow\">\n\n<figure class=\"wp-block-image size-full cxm-v6-avatar\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/learner-elsa-fanney-jonsdottir.webp 1x\" width=\"160\" height=\"160\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/learner-elsa-fanney-jonsdottir.jpg\" alt=\"Elsa Fanney J\u00f3nsd\u00f3ttir\"\/><\/figure>\n\n\n<div class=\"wp-block-group cxm-v6-person-text is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><strong>Elsa Fanney J\u00f3nsd\u00f3ttir<\/strong><\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\">Content Manager<\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\">Duos<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-closing has-navy-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-head cxm-v6-head-center is-layout-flow wp-block-group-is-layout-flow\">\n\n<h2 class=\"wp-block-heading\">Ready to build customer-centric habits that last?<\/h2>\n\n\n<p class=\"cxm-v6-intro wp-block-paragraph\">Start self-paced today, or book a conversation and we'll match the right layer and delivery to your organization.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-gold\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/en-ae\/courses\/\">Browse our courses<\/a><\/div>\n\n\n<div class=\"wp-block-button cxm-v6-btn-ghost\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/contact\/\">Book a conversation<\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>Home Our faculty Rasmus Houlind Faculty \u00b7 Personalization Playbook Rasmus Houlind Author \u00b7 originator of the Bowtie of Personalization Personalization that pays, without breaking trust. The thesis Most personalization programs confuse data with understanding They get the syntax right and the human wrong. Rasmus teaches the discipline that separates the two: a framework for deciding [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-wide","meta":{"cxm_tkey":"rasmus-houlind","footnotes":""},"class_list":["post-127","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/pages\/127","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/comments?post=127"}],"version-history":[{"count":0,"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/pages\/127\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/media?parent=127"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}