We broke our own model before helping others break theirs

The gap between how AI is talked about and what it can actually do today is massive, and dangerous. It's not just hype. It's a distraction that stops organisations from building what would make them competitive right now.

Shallow understanding, outdated assumptions, and a failure to imagine what happens when execution becomes software. That's what's holding most companies back. Not the tools. Not the talent. The thinking.

If you won't touch it, you won't get it. Behaviour changes perception, not the other way around. So start experimenting. Ship something into real workflows. Let results be convincing.

They'll automate execution, shorten cycle times, and make better decisions faster. That advantage snowballs: lower costs, higher output, faster learning loops, and eventually, a new baseline you'll struggle to match.

We didn't learn this from a playbook. Over the past few years, we've lived this disruption ourselves, choosing to break our own operating model before someone else did. Messy transitions. Real uncertainty. The hard, unglamorous work of unlearning how things get done. We went through the pain so we'd know exactly how to guide others through it.