From VoIP pioneer to industry advocate

Tref’s continuing success hasn’t just been about technical innovation. He has a remarkable ability to connect with people and build relationships, something that has proved invaluable throughout his career. During our conversation, he spoke passionately about the power of in-person networking. One of the events he organises, Netaxis Inspiration Day, has become a key annual gathering for telecoms professionals looking to share ideas and spark collaboration. For Tref, it’s these kinds of real-world connections that often lead to the biggest opportunities.

Another highlight of our discussion was Tref’s work as a writer. At the peak of his career, he ran trefor.net, a blog that became a trusted resource for telecoms professionals. These days, his writing has taken a more personal turn with Philosopher on Tap, a creative space where he reflects on life, history, and his wide-ranging interests. It’s a testament to how his curiosity and creativity continue to expand beyond the boundaries of the telecoms world.

We also talked about broader trends shaping the industry, from the role of automation in streamlining operations to the limits and advantages of AI in marketing. Tref is a staunch advocate for authenticity, particularly in a world where AI-generated content regularly lacks the human touch. “People want to read content written by someone who knows what they’re talking about,” he said, a point that resonates deeply in today’s crowded online world of mediocre digital content.

If you’re curious to hear more, I’d highly recommend giving the episode a listen. Tref’s anecdotes, insights, and no-nonsense advice are not to be missed. And if you’d like to learn more about his ghostwriting availability or any other projects, you can find Tref on LinkedIn.