{"id":741,"date":"2016-02-28T19:26:32","date_gmt":"2016-02-28T17:26:32","guid":{"rendered":"http:\/\/stefanvetter.com\/?page_id=741"},"modified":"2026-07-18T15:45:03","modified_gmt":"2026-07-18T13:45:03","slug":"home-2","status":"publish","type":"page","link":"https:\/\/stefanvetter.com\/en\/","title":{"rendered":"Stefan Vetter"},"content":{"rendered":"
\n
\"\"<\/figure><\/div>\n\n\n

Companies that last<\/h2>\n\n\n\n

Hi, I\u2019m Stefan \ud83d\udc4b I\u2019m the founder of Friendly, Wortspiel and Clarity.swiss \u2013 and a father to two daughters.<\/p>\n\n\n\n

I have worked with the internet since 1999. I’ve built companies, made mistakes, taken responsibility and started over.<\/p>\n\n\n\n

Exist, not exit<\/h3>\n\n\n\n

I have an exist strategy, not an exit strategy. I don’t build companies with the goal of selling them as quickly as possible. They are meant to last, remain financially healthy and do something useful over the long term.<\/p>\n\n\n\n

That doesn’t mean holding on to everything forever. But it changes the decisions you make along the way: How you treat customers. How you build a team. How much dependence you accept. And how you measure success.<\/p>\n\n\n\n

Read about my exist strategy<\/a><\/p>\n\n\n\n

My companies<\/h3>\n\n\n\n

Today, my work revolves around three things: digital sovereignty, good marketing and sound decisions.<\/p>\n\n\n\n

Friendly<\/h4>\n\n\n\n

At Friendly, we offer Swiss alternatives to Google Analytics and HubSpot: web analytics and marketing automation for organisations that value digital sovereignty.<\/p>\n\n\n\n

As Switzerland\u2019s first Open Startup<\/a>, we publish everything unless there’s a reason not to: revenues, costs, salaries and even employment contracts.<\/p>\n\n\n\n

Visit Friendly<\/a><\/p>\n\n\n\n

Wortspiel<\/h4>\n\n\n\n

Wortspiel is my Swiss boutique digital marketing agency.<\/p>\n\n\n\n

We support a select group of companies from strategy through to implementation \u2013 with experience, pragmatism and no unnecessary agency overhead.<\/p>\n\n\n\n

Visit Wortspiel<\/a><\/p>\n\n\n\n

Clarity.swiss<\/h4>\n\n\n\n

The decisions that truly matter rarely fail for lack of information. They get hard when too much is true at once.<\/p>\n\n\n\n

Clarity.swiss is a focused, confidential conversation for entrepreneurs, business owners and others carrying significant responsibility \u2013 when a decision costs more than money.<\/p>\n\n\n\n

Visit Clarity.swiss<\/a><\/p>\n\n\n\n

Work should serve life<\/h3>\n\n\n\n

Family comes first. That shapes how I think about work and success.<\/p>\n\n\n\n

Companies can be important. But they are not life itself. Good work should create freedom \u2013 financially, in terms of time, in our relationships and within ourselves.<\/p>\n\n\n\n

Work and business should serve life, not the other way around.<\/p>\n\n\n\n

Selected media coverage<\/h3>\n\n\n\n

Over the years, various media outlets have reported on my companies, my work and some of my personal experiments. That was very kind of them. A selection:<\/p>\n\n\n\n

Tages-Anzeiger<\/h4>\n\n\n\n

\u00abMinimalism: What\u2019s It Like to Live with Just 76 Things?\u00bb \u00b7 2025<\/strong><\/p>\n\n\n\n

A personal account of my attempt to radically reduce my possessions \u2013 and the question of what we really need.<\/p>\n\n\n\n

Read the article in German<\/a><\/p>\n\n\n\n

Blick<\/h4>\n\n\n\n

\u00abA Completely Transparent Company\u00bb \u00b7 2024<\/strong><\/p>\n\n\n\n

Several Friendly team members published their employment contracts. Blick reported on the idea behind it \u2013 and the questions it raised about employment law and data protection.<\/p>\n\n\n\n

Read the article in German<\/a><\/p>\n\n\n\n

Handelszeitung<\/h4>\n\n\n\n

\u00abOpen Books\u00bb \u00b7 2021<\/strong><\/p>\n\n\n\n

Handelszeitung devoted a full page to Friendly and reported on Open Startup approach: publicly sharing our revenue, costs and progress as a company.<\/p>\n\n\n\n

Read the article<\/a><\/p>\n\n\n\n

NZZ<\/h4>\n\n\n\n

\u00abCasting the Net for Customers\u00bb \u00b7 2016<\/strong><\/p>\n\n\n\n

NZZ wrote about Wortspiel and how companies can use Google Ads to reach people at precisely the moment they have a specific need.<\/p>\n\n\n\n

Read the article<\/a><\/p>\n\n\n\n

Blog<\/h3>\n\n\n\n

I write occasionally about entrepreneurship, marketing, decisions, minimalism, personal development and what I learn along the way.<\/p>\n\n\n\n

Some pieces have been read by a surprising number of people. Others mattered mostly to me. Both are fine. I’ve written a book<\/a>, too.<\/p>\n\n\n\n

Not getting enough emails yet? There’s a newsletter<\/a>.<\/p>\n\n\n\n

Read the blog<\/a><\/p>\n\n\n\n

Contact<\/h3>\n\n\n\n

I\u2019m happy to hear from people who are building something meaningful, making something better or facing an important decision:<\/p>\n\n\n\n

Get in touch<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Companies that last Hi, I\u2019m Stefan \ud83d\udc4b I\u2019m the founder of Friendly, Wortspiel and Clarity.swiss \u2013 and a father to two daughters. I have worked with the internet since 1999. I’ve built companies, made mistakes, taken responsibility and started over. Exist, not exit I have an exist strategy, not an exit strategy. I don’t build […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_trash_the_other_posts":false,"footnotes":""},"class_list":["post-741","page","type-page","status-publish","hentry","missing-thumbnail"],"yoast_head":"\nStefan Vetter \u2013 Founder of Friendly, Wortspiel & Clarity.swiss<\/title>\n<meta name=\"description\" content=\"Entrepreneur and father. 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