Everyone today has access to the same artificial intelligence. Your competitor, your employee, your client.
So where is the advantage?
My bet: in the quality of the question.
Those who work with me know I’ve insisted on this for years: a well-placed question is worth more than a thousand ready-made answers. With AI, this became literal. Ask for “a marketing plan” and you get a generic marketing plan. Explain your client, your deadline, your budget, what has already gone wrong, and the conversation changes level.
Three provocations for anyone leading a business:
1. AI speeds up those who already have clarity. If you don’t know what you want, it will deliver, faster, what you didn’t want.
2. AI doesn’t decide for you, and it doesn’t feel the weight of deciding. You sign. If your mind is stuck in doubt, no tool will fix it. That’s a conversation, not a prompt.
3. AI will write for you, but it won’t speak for you. In the meeting, in the negotiation, in the presentation to the board, a person is in the room, and communication still decides a lot.
My own use, no romance: I use AI more and more, to draft, summarize, test ideas, translate. And I say so when a text had its help. Not out of obligation, but because trust is built with transparency.
Try this week: take one decision sitting on your desk and carefully write down the five questions you’d need to answer to decide. Only then open the tool.
What question have you been avoiding?
Is there a decision weighing on you? Sometimes what’s missing isn’t an answer, it’s a good conversation with someone from the outside. If it makes sense, let’s talk. No script, no strings.