Welcome — I build digital solutions that have to work in the real world

My new website has gone live. And yes, that is naturally a sentence that calls for confetti, champagne, and at least one photo of a laptop on a very tidy desk.

Reality is a little less polished.

The website came together between client work, ideas, debugging, coffee, family life, and the roughly 47 times I only meant to fix one small thing and ended up changing half the structure. That is often how digital projects go. What looks simple on the surface usually rests on a lot of small decisions underneath.

But now it is here.

Above all, the site should make it easier to understand who I am, what I can help with, and how I work. It will also be home to articles about websites, webshops, automation, artificial intelligence, integrations, operations, and all the other digital topics that are so often made more complicated than they need to be.

Because I do not believe businesses need more technology for its own sake.

They need solutions that save time, remove friction, and make everyday work easier.

Who am I?

My name is Mickey Liechtenstein Rasmussen. I am based on Funen and work with digital solutions at the intersection of technology, business, and people.

That might sound like one of those phrases normally followed by a photo of someone pointing at a whiteboard. But the description is actually quite accurate.

I have worked with technical support, consulting, systems, web development, integrations, and digital workflows. I have sat with the user who just wants the system to work. I have sat with the company whose process takes far too long. And I have sat with the code, the database, or the integration where the problem ultimately had to be solved.

That means I do not only look at whether a technical solution can be built.

I also look at whether it makes sense to build.

There is an important difference.

You can develop impressive systems that nobody needs. You can automate a bad workflow and simply make it bad at a higher speed. And you can buy five new systems to solve a problem that could perhaps have been handled with one proper integration.

My approach is more down to earth: what is the real problem? What does it cost in time, errors, and frustration? And what is the simplest solution that actually creates value?

Sometimes the answer is a new website. Other times it is an integration, an automation, or a purpose-built tool.

And once in a while it is actually just changing a workflow and not buying yet another subscription. That is not always the most glamorous conclusion, but it can be the right one.

I am technical — but I would rather speak plain language

Technology naturally takes up a lot of my work. Among other things, I work with WordPress, WooCommerce, Laravel, databases, APIs, integrations, automation, and modern frontend technology.

But clients should not have to pay to hear me recite the names of frameworks.

They should be able to understand what the solution does for their business.

An API integration, for example, is not interesting just because two systems can now talk to each other. It is interesting if an employee no longer has to copy the same information from an email into a customer system, on into a spreadsheet, and then into the accounting system.

A fast website is not interesting only because it earns a nice technical score. It is interesting because visitors will not wait, because Google notices the user experience, and because a slow page can cost enquiries and sales.

A webshop is not finished just because you can add a product to the basket. It also has to be manageable, handle payments correctly, pass on the right information, and make it easy to process orders without inventing new swear words every Monday morning.

So I translate the technical into something you can make decisions about.

What do you get?

What does it require?

What alternatives are there?

What is necessary now?

And what can wait?

Those are often the questions that decide whether a digital project becomes a good investment or just another system that employees reluctantly open once a month.

What I can help with

My work spans widely, but the common thread is that the solution has to make something concrete better.

Websites and webshops

I build websites and webshops for companies that need more than a pretty digital brochure.

A good website should of course look professional. But it also has to be fast, mobile-friendly, accessible, easy to navigate, and built with a clear purpose. Should it generate enquiries? Explain complex services? Sell products? Support booking? Or give existing customers easy access to information?

Design matters, but design without direction is mostly decoration.

I work with WordPress and WooCommerce, both when something has to be built from scratch and when an existing solution needs cleanup, optimisation, or further development.

It might be the local business with a website from another geological era. It might be a webshop where stock, payment, and shipping each live their own life. Or it might be a company that actually has a fine site but does not get the enquiries it should.

Custom systems and web applications

Standard solutions can do a lot, and I happily recommend them when they fit.

But businesses are not always standardised. Some workflows are unique. Some products need their own platform. And some processes have been held together by Excel sheets, email threads, and the one colleague who knows where everything is.

This is where a custom web application can be the right solution.

It might be an administration system, a customer portal, a booking system, an internal app, a platform with subscriptions, or a tool that gathers information from several existing systems.

Custom development does not necessarily mean building a digital spaceship. Often it is about building exactly what is missing and connecting it with the tools the business already uses.

Automation and integrations

Many businesses spend a surprising amount of time on tasks that follow exactly the same pattern every time.

A customer fills in a form. An employee reads the email. The details are copied into a system. A confirmation is sent. A task is created. Another employee is notified. Maybe a folder, a quote, or an invoice is created too.

It works. A bit like emptying a bathtub with a coffee cup works.

I help connect systems and automate the repetitions that do not require human judgement. For example:

• automatic creation of customers and cases
• quotes, invoices, and payment links
• booking confirmations and reminders
• handling of webshop orders and shipping labels
• synchronisation between webshop, stock, and accounting system
• sorting and processing of incoming emails
• reports that gather data automatically
• follow-up on leads and unanswered quotes
• internal approval flows
• integrations between existing systems

The goal is not to remove people from the business. The goal is to remove the tasks that make people feel like badly paid photocopiers.

AI, when it makes sense

Artificial intelligence can solve real tasks. It can also be used to produce very long texts about how fantastic artificial intelligence is.

I am mostly interested in the first category.

Among other things, AI can be used to categorise enquiries, find information in internal documents, assist customer service, prepare drafts, analyse data, or help employees navigate large amounts of knowledge.

But AI is not fairy dust.

If the data is poor, the process is unclear, or nobody has decided what a correct answer actually is, the result follows suit. That is why I do not start with the question: “Where can we put AI in?”

I start with: “What task are we trying to solve?”

Sometimes AI is the answer. Other times an ordinary rule, integration, or database query is cheaper, faster, and more stable.

Consulting, analysis, and technical cleanup

Not every task starts with a clear specification and a tidy list of needs.

Often they start with sentences like:

“It does not quite work.”

“We spend a really long time on this.”

“The previous developer no longer replies.”

“We do not know what the system actually does.”

“Could you just take a look at it?”

I can.

I help investigate existing solutions, find bottlenecks, clarify needs, and turn loose ideas into a realistic plan.

It might be a technical review of a website or webshop. It might be a look at performance, security, integrations, or maintenance. It can also be help prioritising a larger project so the business builds the most important part first and does not spend half the budget on features that sounded exciting during the first meeting.

I also teach and explain

I like building solutions, but I like explaining them at least as much.

That is why I also work with teaching, workshops, and talks about, among other things, artificial intelligence, digital tools, and the practical use of technology.

Good communication is not about showing how much the teacher knows. It is about how much the participants actually understand and can use afterwards.

That applies both when I teach a group and when I hand a system over to a client.

A solution is not really delivered if the client is afraid to press the buttons.

How do I work?

I believe in clear agreements, ongoing communication, and solutions that can be explained.

Before I build, I try to understand.

What happens today?

Who uses the solution?

Where do the errors arise?

What takes time?

What needs to be flexible?

And what does not need to be part of the first version at all?

It is tempting to jump straight into design or code. It feels productive, and you quickly have something to show. But if the direction is wrong, you just finish the wrong thing faster.

So I prefer to work in smaller, clear stages.

First clarification and prioritisation. Then a concrete solution or prototype. Then development, testing, and approval. And only after that does anything go live.

That does not mean the process has to drown in meetings and documents. I have no ambition to set up a steering committee to change a contact form.

But the most important choices should be clear, and the client should know where the project stands.

I also speak up when something does not make sense.

It is easy to nod, build what was ordered, and send an invoice. But if I can see a simpler solution, an unnecessary expense, or a risk, I say so.

I would rather be the awkward person in a meeting for five minutes than the expensive person on an invoice three months later.

Who do I typically help?

I work especially with small and medium-sized businesses, sole traders, organisations, and entrepreneurs who need a technical partner with an eye for more than the code itself.

It might be a company that needs a new website or webshop.

It might be an organisation that wants to make booking, administration, or member communication easier.

It might be a business with a good idea for a digital product but no technical plan for getting from idea to first version.

It might also be an existing team that needs extra hands, technical sparring, or help with a specific integration.

What the good collaborations usually have in common is that there is a real problem to solve, and that we can talk openly about needs, budget, and priorities.

I do not need the client to know exactly which technology should be used. In fact, it is often better if we start with the need.

“We need Laravel, WordPress, and AI” is not a need.

“We spend two hours a day moving information between three systems” is a need.

Why this website — and why a blog?

This website should of course show my services and previous work. But I want it to be more than a digital business card.

The blog will be a place where I share concrete experiences, explanations, and opinions about digital solutions.

Among other things, I will write about:

• what a professional website should really be able to do
• how to choose between off-the-shelf software and custom development
• automations that make sense in smaller businesses
• WordPress, WooCommerce, and webshops
• integrations between systems
• AI without sales gas and science fiction
• operations, hosting, security, and maintenance
• SEO, visibility, and user experience
• building digital products and SaaS solutions
• the mistakes businesses would do well to avoid

Some posts will be practical guides. Others will be experiences from the real world. And a few will probably be written because I spent an unreasonable amount of time solving a problem that deserves for the next person to get off more lightly.

I do not promise that every post will be short.

I do promise that they will have a point.

Technology should not impress — it should help

I genuinely love technology. I can spend a very long time geeking out over system architecture, integrations, databases, automation, and new tools.

But technology is still only a means.

The best solution is not necessarily the one with the most features, the newest platform, or the most impressive diagram.

The best solution is the one that fits the business, gets used in practice, and still makes sense once the initial excitement has settled.

A website should build trust and action.

A webshop should make it easy to buy and easy to manage.

An automation should save time without creating new mysteries.

A custom-built system should solve a problem that is not already solved better and more cheaply elsewhere.

And a technical partner should be reachable, able to explain their choices, and take responsibility when something turns out more complicated than expected.

That is the kind of work I want to stand behind.

Welcome in

So yes: the new website is live.

It will no doubt be adjusted, expanded, and refined along the way. A website is rarely finished the way a dining table is finished. It is more like a workshop. It has to work now, but it is allowed to evolve as needs change.

Here on the site you can read more about my services, see examples of what I work with, and follow along on the blog.

If you have an idea, a challenge, or a digital workflow that feels more cumbersome than it should be, you are welcome to get in touch.

You do not need to have a finished specification.

You are also welcome to start with:

“I am not quite sure what the solution is — but this definitely is not working.”

That is often a perfectly good place to begin.