Don't Build Towers on Quicksand

You don’t have to like it — but you probably need to hear it. When it comes to AI I'm certainly not saying things to be popular. I say them because they matter. Especially on how we use AI, strategy, and leadership.

Today at the AI Summit for Speakers Masterclass, I didn’t talk about hacks or shortcuts (well maybe a few).... I did however focus on foundations.

It was an incredible group of thought leaders in the room today (thank you to everyone there and Amanda Stevens for having me speak — I loved every minute).

Some insights may have felt confronting, but they were necessary.

Here’s what I didn’t want to leave out:
AI should support you and your organisation — not replace who you are or what you stand for.
Get clear on what success looks like, then work backwards with purpose. That’s where real impact begins.

Giving your team, your business — and yourself — the best chance at sustainable success isn’t about jumping straight into tactical tools. But it’s tempting to rush in out of fear of missing out. Please don’t.

Like anything: quality in, quality out.

If you’re building AI into your IP, workflows or customer experience — or someone else is doing it for you — make sure your business strategy, goals and direction for the next 12, 24 or 36 months or more are clearly mapped.

Start by tightening your foundations:

Check your brand bible, your SOPs, your documents and procedures. Use AI to refine them — not replace your thinking. Don’t prompt without purpose.

Before diving into tools, ask the real questions:

1. What are we actually building as a business?
2. What outcomes do we want?
3. What platforms already exist — and have we audited our tools, subscriptions, and systems
4. What key workflows and inefficiencies can AI support?
5. How does this align with our business model or career direction?

AI without clarity, structure, or intent just creates more noise.
Chasing the next tool won’t fix a lack of direction.
AI with purpose? Powerful.
Without it? Just more work.

I won’t build a solution unless the strategy is clear.
Whether I’m working with founders, senior execs or teams recalibrating their next move — it all starts with clarity. That’s what leads to smarter decisions, stronger teams, and aligned AI solutions that actually work.

1. Strategy first.
2. Systems second.
3. AI third.

And ALWAYS, a human focus: test, connect and contribution at every core step.