AI is devouring cloud budgets faster than organizations can trace them. Models now act as silent decision-makers, consuming compute and data without clear cost logic. Cloud providers themselves struggle to map usage to real cost. This post unpacks the hidden economics of AI the four layers where cost multiplies, the accountability paradox that blinds teams, and the guardrails needed to keep innovation from eating itself.

Two days in Amsterdam brought together the FinOps community for deep conversations, chalk talks, and fresh insights. From automation struggles to TBM-inspired models, the event showed how fast the space is growing. More than anything, it felt like coming home.

I’ve always breathed FinOps. Now, with TBM, my ITFM toolbox is more complete than ever. This is the story of how cloud cost optimisation and business value mapping work together — and why it matters for every organisation.

How do you apply FinOps principles to your VMware-based datacenter? At VMUG UserCon 2025 in Belgium, I shared a practical take on cost visibility, license optimization, and FinOps for on-prem environments.

Discover why FinOps is no longer just about cloud. Learn how to apply FinOps principles to private cloud, SaaS, and datacenter — and why you need to start today.

FinOps is often seen as a world of dashboards and number crunching. Yet, the real secret to success lies in something unexpected: the art of storytelling and Neuro-Linguistic Programming (NLP). Discover how mastering communication and connection can transform your FinOps practice, drive meaningful change, and bring people together to achieve shared goals.

Quick write up on Cloud Brew!

Balancing work, family, and personal growth isn’t easy in a constantly connected world. For me, intentionally disconnecting has become essential to staying focused and energized. Through setting boundaries with technology, spending time at our family’s countryside retreat, and making exercise a regular part of my routine, I create space for mental clarity and perspective. This approach helps me stay present in all areas of life and motivates me to aim higher—including my upcoming bikepacking challenge along Sweden’s Vänerleden. Disconnecting lets me bring my best self to work, family, and the journey ahead.

As a passionate FinOps advocate, I’m excited to attend FinOps X Europe. With sessions ranging from forward-looking keynotes to exclusive chalk talks, this event promises actionable insights to bring back to my clients. Beyond the sessions, I’m looking forward to reconnecting with the FinOps community – professionals who understand the importance of balancing cloud costs with real value creation. Whether you're attending keynotes, engaging in impromptu discussions, or joining me for a beer, FinOps X Europe offers a unique opportunity to explore the latest in cloud cost optimization, exchange practical insights, and elevate our strategies for maximizing cloud value in the EMEA region.

I’m gearing up for FinOps X in Barcelona this November, where I’ll dive into advanced FinOps sessions and connect with cloud financial management experts from around the globe. With a focus on Level 200 and 300 topics, I’m excited to bring back cutting-edge insights to enhance our FinOps practices. Plus, I’ve got some custom pins to share—let’s connect if you’re attending!

I’m thrilled to announce that I’ve just earned my FinOps Focus Analyst certification! This achievement is a game-changer for our FinOps practice, equipping me with new skills to optimize cloud spending and enhance collaboration across teams. Ready to dive into the next chapter of cloud financial management with fresh insights and a drive to push our FinOps efforts even further. Join me as we continue to drive value and innovation together!

Our FunOps Hackathon didn’t just save us the equivalent of a Tesla Model X—it also drove major improvements in our FinOps practices. From overcoming tagging challenges to building a robust internal network, this event demonstrated the power of preparation and teamwork. Find out how these successes are paving the way for future innovation and efficiency.

FinOps X 2024 keynote was filled with insights, but one statement resonated deeply: "There are no runners." In FinOps, the journey isn’t about reaching a final stage but about continuous improvement and adaptability. Engaging all personas and teams, regardless of their maturity level, ensures a unified, resilient approach to cloud financial management.

In this second part of our FunOps series, we delve into the preparations for our first FinOps hackathon. Discover how strategic goal-setting, leveraging common tools, and detailed planning pave the way for tackling significant operational challenges and fostering a culture of success within organizations.

Carving my first spoon in nature taught me that success in woodcarving—and cloud adoption—goes beyond just the right tools & technology. It's about mastering the material, adapting techniques, and fostering a culture that embraces change and learning. This approach transforms not only wood into spoons but also organizations into agile, cloud-savvy entities

Discover the hidden wasteland of cloud computing through our latest blog on FinOps cloud waste management. Learn how meticulous planning, visibility, and innovative engagement strategies for engineers can lead the way to a more efficient and cost-effective cloud ecosystem. Dive into the journey of turning the unseen into actionable insights for a waste-free cloud future.

In 2024, I promised myself better self-care and quality family time. This shift, sparked by my freelancing journey, led me to balance my professional dedication with personal fulfillment. I found clarity in outdoor activities, which became vital for my mental well-being. Embracing these moments helped me reconnect with my family, creating real, lasting memories beyond digital distractions. This journey isn't just personal; it's about being the best for my clients and my family, blending professional growth with meaningful life experiences

In this blog, I share my journey from a FinOps Practitioner to achieving the FinOps Professional certification. I delve into the challenges and insights gained from the comprehensive and in-depth course that took me beyond the basics and into the heart of advanced FinOps strategies and real-world applications. Balancing a demanding professional workload with (late) evenings dedicated to studying and FinOps community service, I demonstrate the commitment and dedication required to excel in this field. This journey wasn't just about learning; it was about contributing to and growing with the FinOps community. My story is a testament to the power of continuous learning and the drive to be the best in one's field, offering inspiration and guidance to those aspiring to advance in the dynamic world of FinOps.

Join me as I reflect on the transformative journey through 2023 in the realm of FinOps, from overcoming challenges to forging strong community bonds. Discover how these experiences are shaping my vision for 2024, where new opportunities, growth, and collaborative achievements await.