Ep 175: Can You Really Trust Your Data? With Henrik Hoffman Kraft, Co-Founder @ DEMA

In this episode, I sit down with Henrik to ask a fundamental question for consumer brands: can you actually trust your data?

Drawing on his experience scaling Babyshop and building Dema, Henrik explains why most brands don’t have a data problem in isolation. They have a decision-making problem. Marketing, inventory, fulfilment, returns, and finance all live in different systems, and once you try to connect them to understand real profitability, trust breaks down.

We explore why this pushes teams back to gut feel, how modern commerce quietly normalises spending money by default, and why it’s possible to grow faster while losing more cash.

We then look at AI and agents, and why they raise the stakes. AI can unlock massive efficiency and insight, but only if the underlying data is clean. Otherwise, it just helps brands make bad decisions faster.

If you’re running a consumer brand and feel stuck between gut feel and dashboards you don’t trust, this conversation will resonate.

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