At Softway we believe the best ideas don't always come from meetings or from sitting in front of a screen. They also turn up over dinner with friends, in unhurried conversations, on a walk by the sea, in a book we finally had time to read, or simply during a pause in the sun with the sea as background noise.

For almost two decades, the goal was to reach the top of Google. The rules have changed, and most brands are still playing the old game.

There's the version of your website that people see. And there's a second, invisible, one that decides whether your brand exists for Artificial Intelligence.

When a website is slow, the first instinct is to look at what's right in front of us: heavy images, too much JavaScript, fonts that take a while to appear... but there's a part of the story that almost always gets left out — the part that happens on the server, even before the browser draws anything at all.

When we use a banking app, shop online or book a trip, we rarely think about what happens behind the scenes. We simply expect everything to work quickly, securely and without interruption. This is where the backend comes in. The part of an application responsible for processing data, enabling communication between systems and ensuring the entire experience runs smoothly.

A website is no longer just an online shop window. It is a fundamental piece of how your company communicates and wins clients.

The reflection on creativity and originality in the age of generative artificial intelligence invites us to revisit some of the principal debates within twentieth-century art theory.

There’s a scene that plays out with unsettling frequency in any agency. The client walks into a meeting, opens their laptop, points to a competitor’s website, and says: “We want one like that, but better.” Or, in equally popular variations for sites already live: “We want to change the colour, it’s starting to look dated”, “Let’s add a button here”, “Let’s take this page down”.