Every seismic shift in business history begins with denial. Railroads dismissed automobiles. Publishers shrugged at the internet. Film studios laughed at streaming. Each time, incumbents convinced themselves that “business as usual” would hold. Each time, they were wrong. And each time, value shifted to those who saw the change for what it was.

AI can strengthen trust, or it can undermine it. The deciding factor is segmentation. Understand which customers chase the cutting edge, which value predictable outcomes, and which want proof before they act. Trust is built differently in each segment.

What’s the Difference Between Asking a Human to Complete a Task and Asking AI? On the surface, not much. You say “build me an app,” and both human and AI will deliver code. You say “write me some market copy,” and both will produce words on a page.

too many strategy consultants are selling outdated thinking dressed up in modern language. They’re failing their clients. Not subtly. Not accidentally. Openly.

Some things are easier to deny than to fix. When intelligent systems work well, they create surplus capacity. And when that happens, the default corporate response is as predictable as it is destructive, cut costs. That's exactly where businesses break their own systems.

In the software world and particularly SaaS, features don’t differentiate, experience does. You can match every feature your competitors offer and still lose. Not because your product is worse, but because it feels harder to use, slower to deliver value, or just less thoughtful.