
A business leader I spoke with recently described his company’s AI strategy in one sentence: “By the end of this quarter, we want to achieve a 10% uplift in productivity using AI.”

A business leader I spoke with recently described his company’s AI strategy in one sentence: “By the end of this quarter, we want to achieve a 10% uplift in productivity using AI.”
My niece Valeria is three years old. On Sunday, she wore Princess Aurora’s dress to Disneyland. There’s a spot on the side of the castle, easy to miss if you’re not looking for it, where Disney stations its princesses to meet children and take photos. My brother took her there. She met Ariel, Jasmine, and Cinderella. She spotted Snow White walking nearby. Each princess greeted her, looked at her, spoke to her.
When people tell me it can’t be done, I don’t ask why not. I ask: Have you tried?

Let’s be precise about something: AI is exceptional at creative production. It can generate images, videos, copy, concepts, scripts, logos, prototypes, and endless variations, faster than any human, at any scale.
I’ve been wrong before. Not occasionally, consequently. Wrong about markets, wrong about timing, wrong about which technologies would matter and when. Wrong with enough confidence that I didn’t bother checking. That history is why I’ve made a habit of asking a question most people avoid: What if I’m wrong about this?

Most executives are having the wrong conversation about AI. They’re debating headcount. Calculating how many roles they can eliminate. Building the business case for automation. Running the numbers on labor savings.

The future doesn’t ambush people. It announces itself, loudly, repeatedly, through signals most leaders are too busy to catch. If it caught you off guard, that’s not bad luck. That’s a failure of attention.