Lester HeinLester Hein
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Hey 👋🏽, my name is Lester Hein.

I’m a behavioural marketing specialist who loves exploring the psychology behind why people buy, how businesses grow, and how to build better workflows. I write about marketing strategies, building products and productivity.

Setting Sail with BoCin, my home made publishing \*thing\*

7 October, 2026

A weekend project turned into the CMS that now powers this site.

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Overhead is everything

26 August, 2026

Any new thing that enters your life comes with some form of overhead. Buying a new thing, trying out a new system, making a new acquaintance - it all comes w…

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Ai in the wild

23 August, 2026

While out shopping with my daughter I noticed that one of the stores was using Ai generate product photos. This seems like an obvious use of the technology,…

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More AFFiNE tuning to make it stop crashing.

19 August, 2026

Tuning self hosted AFFiNE configuration to avoid OOM (out of memory) errors

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Fixing self hosted Affine instances that won’t load workspaces.

13 August, 2026

Setting the correct connection method for self hosted AFFiNE to work with Cloudflare tunnels

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This Apple Shortcut Finally Got Me to Use My Standing Desk (again)

4 March, 2026

Build display resizing Apple shortcuts to resize your screen when switching between a seated and standing desk.

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Getting Things Done: Going back to the well time and time again

8 April, 2025

GTD and how I snuck my way to competence on task at a time

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The Psychology of “Everyone’s Doing It”—And Why It Sells. (Anchoring & Social proof)

27 March, 2025

Use Anchoring and Social Proof to become a better marketer

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How to Use Behavioral Marketing to Sell 🛒 (Without Being Manipulative)

26 March, 2025

How to use behvioural psychology in marketing - some practical advice

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