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.
What AI Connect helped me name more precisely about AI business brains
Speaking publicly about AI business brains forced me to put into words something I'd felt but never precisely named before.
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.