Most companies will approach AI as a cost-cutting tool and wonder why they’re not seeing transformative results. A few will use it to redesign work around human capabilities. Both will use AI. Only one will thrive.
They should be asking: “What becomes possible when our people stop doing mechanical work? How do we redesign roles around capabilities that actually require judgment, creativity, and understanding?”
I worked on a project recently where a client wanted to improve their landing page conversion rates. They had a budget that, in the past, would have stretched to maybe three or four sample pages and a conversation about why I built them that way.
That would have been useful, but limited. They would have had some... See more
. Many new forms of work will grow simply because another type of work became more efficient and eventually is constrained somewhere else in the system.