I have always felt at ease in the realm of words. I relish in writing as a way to play around with ideas, to give them shape, to achieve what Kalungi founder Stijn Hendrikse would call syntropy: the shaping of coherence from confusion, the finding meaning among noise.
When I chose Literary Studies for my undergrad, people in my family were, let’s say, concerned. They knew that diving into linguistics and the modernist novel would be personally enriching, but weren’t sure if any industry would find my knowledge of them particularly valuable. In SaaS content marketing, however, this background has turned out to make me uniquely attuned to a certain kind of signal.
Signal is how we refer at Kalungi to insight: that moment when an idea, a phrase, or a pattern emerges as singularly truthful, as distinctly aligned with strategic intent. Working in Kalungi, I often find myself writing for people whose pains I have never personally experienced. I’ve never sat in a procurement department or tried to reconcile spend in a nonprofit accounting system.
Yet my studies trained me to imagine what it’s like to live inside someone else’s constraints—to listen for the emotional truth beneath professional language, to notice what’s meant as much as what’s said. That sensitivity to language—the rhythm of it, the specificity that makes it feel human—helps me find words that ring true and relevant to the people they’re intended for.
The AI shift we’re living through reaches far beyond SaaS companies’ marketing functions. But today let’s focus on that.
Until recently, technical skill distinguished one marketing team member from another. If you could build campaigns, write optimized copy, or manage a CRM, you had your place in the machine. Those abilities defined value.
AI has changed that equation. It can now handle many of those same tasks (and soon enough, surely, most of them) faster and more consistently. Execution is no longer scarce. What’s scarce now is the ability to decide what deserves to be executed in the first place.
Which brings us back to signal. Automation can’t discern what will sound coherent from what will ring true. That feeling—the instant recognition that a word or a phrase captures reality more precisely than any synonym could—is what guides good writing, good marketing, and good leadership alike. It’s how we know we’ve found something true enough to act on.
Signal isn’t a universal frequency everyone tunes into the same way. It’s person-specific: colored by our backgrounds, disciplines, our tastes, and even our little quirks. Each of us brings a different kind of attention to the work.
I came to this insight by observing my team’s collaboration. In Kalungi’s content and SEO marketing team, every person comes from a different field, and that manifests in the types of signals they detect.
Our team’s manager, Cris, for instance, has a lot of experience with the sales and client success side of things. For this reason, she excels at discerning when a clever-sounding phrase or idea should be discarded because it will not push customers forward in the sales funnel.
Yasmine studied international business and has worked in a variety of industries—from pharma to trading to SaaS. Therefore, her instinct is to connect dots others overlook: to ask how one client’s challenge fits into a larger economic pattern, or what an industry shift might mean for messaging next quarter. Her signal is contextual intelligence, her ability to turn curiosity into clarity.
Paola trained as a journalist. She notices how people speak: the pauses, the tone, the choice of words that reveal more than the content itself. When reviewing copy or interviewing clients, she registers nuance. Her signal is emotional precision.
Sofía studied history, which made her a kind of detective. She notices those breadcrumbs that point to something deeper. Her signal is historical insight—the ability to find the origin story inside everyday details.
Founders often think of diversity in moral or cultural terms. But in practice, it’s an efficiency multiplier for clarity.
A team made up of similar resumes may ship faster, but they’ll all miss the same blind spots. A team of mixed disciplines, however, will surface friction early. The ex-salesperson will question whether the message aligns with buyer pain. The linguist will test whether the words fit the intent. The historian will ask where the assumption came from.
At Kalungi, we call that syntropy in action: the process of turning complexity into coherence through collaboration.
If you’re leading a SaaS company, the question isn’t whether to adopt AI, but how to make sure your team still sees what AI can’t.
Hire for cognitive range, not just credentials. Ask candidates what kinds of problems they notice first. Surround yourself with people who make you rethink, not just execute. Because as automation flattens skill differences, what compounds is judgment.
The founders who keep winning will be the ones who invest in perceptive teams that detect weak signals in markets, customers, and themselves before competitors even realize they exist.
AI scales production. Humans scale perception.
The future of marketing isn’t about replacing human creativity; it’s about orchestrating it. The most valuable function of a marketing team is no longer to produce more content, but to perceive, filter, and prioritize the right ideas at the right moment.
If execution is now cheap, your advantage lies in awareness.
So ask yourself: Who in your company sees what others miss?
If you’d like help auditing your team’s signal diversity—or understanding how syntropy applies to your growth engine—contact us. We’ll help you uncover the unique human clarity your business already has, and show you how to scale it.