Strategy · 6 min read
Enterprise Design Thinking was built to solve a specific problem in product development. It is a legitimate methodology for that problem. Applied to AI strategy discovery, it produces the wrong output for structural reasons that have nothing to do with how well it is facilitated.
What I Work On · 4 min read
Understanding industries, business journeys, and decisions deeply enough to discover the AI opportunities that matter.
Brief · 5 min read
Finding AI opportunities is treated as a technical exercise. It is not. AI creates value by improving decisions that are currently sub-optimal. Every AI opportunity is an improvable decision underneath. Every improvable decision is an AI opportunity waiting to be found. You do not need to know anything about AI to find them.
Two behaviours define the opening of most AI strategy conversations. The client wants to know what competitors are doing. The vendor asks what use cases the client is interested in. Neither addresses the actual problem. Both guarantee the wrong outcome.
The instinct when pursuing AI is to start with technology. What capability do we have, what data is available, what can the model do. That sequence produces technically impressive work that does not move the commercial needle. The model should follow from the decision. It almost never does.
