Yusuf Kaan Gültaş

Over 14 years in the advertising industry, I learned the value of understanding a project before making anything. You cannot set the right direction without fully understanding what an organization does, whom it wants to reach and the problem it faces. For me, the work behind an idea involves reading, research and learning from different people and cultures. The words or design come after that.

I worked with some organizations for years. As I learned how they operated, I could better see the difference between what they asked for and what they needed. Sometimes a communication project was enough; sometimes another problem had to be solved first. Those relationships taught me to make time to listen before offering an answer.

Over time, I began handing parts of my work to AI. As more of the process moved into these tools, I saw how easily work that once took considerable time and effort could be produced. What gave me pause was how often the basic questions went unasked: Why are we making this? Is it right? Who does it help? I began to reconsider the value of my work and what I wanted to do next.

Today, I use that experience to build products and systems. I want to make difficult parts of people's work easier and turn ideas into products they can use. At ykg.digital, we develop our own products alongside projects for people and organizations. For me, the value of this work is in someone using it and finding it useful in everyday life.