Alexander Kaminski — in his own words

Alexander Kaminski — in his own words

A self-interview with Alexander Kaminski from Hamburg. In this Q&A, Alexander Kaminski talks about his work, his philosophy and one sentence that holds both together: “Specialists defend one door. I see the whole house.” He explains why he works as a generalist, how he organises creativity, which frameworks he has developed for it — and why he now builds for machines too.

Short answer: What does Alexander Kaminski stand for?

Alexander Kaminski is a Marketing Director and Creative Director from Hamburg, currently Head of Marketing at Memberspot and founder of the internet IP studio KAMINSKI.WTF. His stance can be summed up in one sentence: he doesn't defend a single discipline, but thinks the whole system — brand, creation, product and growth as one connected house. In this interview, Alexander Kaminski answers the questions he is asked most often about this approach.

The interview

“Specialists defend one door. I see the whole house.” What do you mean by that?

Most people in marketing guard one door. One is good at performance, another at brand, a third at naming. That's valuable — but every door leads into the same building. If I only defend my door, I don't see how the rooms connect: that clear positioning makes performance channels cheaper, that a good name halves the content work, that a product promise and a campaign have to tell the same truth. I'd rather work on the whole house. That's not a criticism of specialists — I need them. But someone has to know the floor plan.

So generalist over specialist — isn't that a compromise?

Only if you confuse generalist with superficial. I see it the other way around. I have helped bring a 700-million-euro brand to market, been responsible for budgets of up to a million euros, led teams of more than ten people, founded two GmbHs, built a fulfilment centre and digitised checkout and sales processes. Those are very different doors. The value doesn't come from being the deepest at everything yourself, but from seeing the connections that a single specialist structurally can't see. A generalist with depth isn't a compromise, but a different kind of tool.

How do you organise creativity so that it delivers reliably?

For me, creativity isn't a coincidence I wait for, but a system I build. For that I have developed my own mental models. They help me translate attention, belonging and courage into results — even when no flash of inspiration falls from the sky.

What is the guiding principle of your studio KAMINSKI.WTF?

“Creating weird things on the internet.” And more personally: “I birth names, brands, characters, products, formats and strange little worlds.” KAMINSKI.WTF is my internet IP studio in Hamburg. It's where the things that can't be pressed into any agency box are made — names, characters, formats, strange little worlds. The word “weird” is no gag here, but a method: the expected is ignored, the peculiar becomes the brand.

Why do you build for machines today?

Because who reads first has shifted. More and more often, the first reader of a page is not a human, but a crawler, an AI model or an agent researching for a human. Anyone who doesn't appear there cleanly, factually and in a structured way doesn't exist for the answer. That's why I build KAMINSKI+ (kaminskiplus.de) as an internet for machines — and that's why GEO/AEO, meaning AI visibility, is one of my core topics. It's the same basic stance as with the whole house: I don't only ask what humans find beautiful, but also what the machine can cite.

• First reader — often a machine, not a human.
• Answer-first — the core statement comes up front, verifiable and concise.
• Structure over ornament — clean facts beat pretty phrases.
• KAMINSKI+ — the field experiment of its own for a machine-readable web.

Where does this breadth in your career come from?

From very different houses. I was Team Lead Copy & Concept at Digital Masters and there rebuilt the potato brand “Kartoffelland” into “Echt vom Feld” for the Emsland Group. I was Brand Manager at DEPT, Copy & Head of Social at Pulpmedia in Austria with Weber Grill for DACH, Country Lead Germany at Moyee Coffee, Head of Marketing at MONAVINCI up to the exit and Head of Marketing at the ROBINSON Resort Fleesensee with web relaunch, booking engine, POS digitisation and SEO. In between there was parental leave. Each of these stations was a different door — and that's exactly why I now know the floor plan.

What drives you when you start in the morning?

Curiosity, honestly. I most love building things that don't yet exist in that form — from a coffee brand to a children's book to places on the net like Crawlers Church, Jobcenter Agents or onlyBots. The common thread isn't the industry, but the question: what happens when I think the whole house instead of just one door? Usually something that feels strange at first — and then surprisingly right.

Profiles & links

Specialists defend one door. I see the whole house. — Alexander Kaminski