Egils Boitmanis on business, AI and personal growth
Practical insights from 20+ years in business — coaching, the ARETE philosophy, client stories and AI in business.
The next chapter of FullMarketing: my active work now lives at Arete AIOS
FullMarketing stays my professional archive: articles, testimonials, speaking. My active work with companies now happens at Arete AIOS.
An AI partner and assistant for a company that isn't mine
I built an AI partner and assistant for a small company I don't own. The real question was never technical: does the method transfer to another person and another business, or does it only work because I built it for myself? Here is the answer, the entry point that surprised me, and the five skills it stands on.
Inside DeepDive: 32 questions that changed how I work with clients
DeepDive is a 32-question assessment in 5 sections, built on the AIOS framework. It serves three purposes: a concrete starting point for a 6-month engagement, a self-discovery process for the client, and the foundation for building their AI partner profile. After dozens of completed assessments, I've learned that filling it out often delivers 50% of the total value on its own.
Lovable sandbox for public administration: how ~80 officers learned to prototype
In spring 2026, the State Administration School (VAS) invited me to organise a training cycle for public administration officers on AI prototyping with Lovable. This is the story of how, in two 4-hour sessions, civil servants turned their everyday problems into their first working digital prototypes.
Working with MiniAkselerators: AI lectures and a masterclass
In spring 2026 I worked with Mikus Losāns and MiniAkselerators in two formats: AI lectures inside the University of Latvia digital marketing course, and a masterclass on how to build a profitable product with AI. This is the story of the collaboration, the audience and the potential.
AI Circle at your company: why culture change matters more than tools
57% of employees globally hide how they use AI at work. That's not a tech problem — it's a culture problem. Here's how I've helped Latvian companies change that culture, and how you can start your own AI Circle next week.
My second brain: how I use AI in business and personal life
I use several AI tools in parallel every day, but my entire system rests on one principle — files that I control. The story of how I wire AI into business and personal life, and why every person will need a system like this within the next 5 years.
Ivars's story: 8 months, +33% measurable results
An anonymized client story: how the owner of a 22-person manufacturing company rebuilt his strategy in eight months, implemented AI and recovered 12 hours per week.
ARETE: what it means, and how I use it in my work with founders
ARETE is an ancient Greek word that can be translated as a person's highest potential, or excellence in practice. This piece separates three things: the idea itself, my personal Arete OS, and the Arete AIOS method for companies.
My path to coaching: 20 years of marketing consulting that led me to the human
20 years ago I started consulting in marketing. After 15 years I understood — at the root of business decisions there's something more than strategy. This is the story of how I arrived at coaching and why today I no longer separate it from business consulting.