View from the Bridge

Stop Building Faster Horses

During a recent Coffee with Trailblazers, we discussed how many companies think of AI as a means to inventing a faster horse when they should be developing cars. 

You know the story. Henry Ford famously said that if he'd asked people what they wanted, they would have said a faster horse. But Ford built something entirely different that solved the same problem in a revolutionary way. Today, I'm watching the same pattern play out with AI. So, here's my take.

If your AI strategy centers solely on "efficiency gains," you're already losing. While your competitors debate AI ethics, their customers are using ChatGPT to solve problems you should be solving for them. The companies winning are the ones making AI invisible to users.

Here's what I've learned from more than thirty years of watching technology reshape business: the real money isn't in the obvious applications. It's in the combinations, extensions, reinventions, and entirely new categories that emerge when you stop thinking about what new technology can do and start thinking about what it makes possible. There are four types of innovation that actually matter. 

The first is what I call unexpected combinations. This comes when industries collide in ways that create entirely new value. For example, if Waymo and Airbnb had a baby in might look like a self-driving Tesla. One that allows its owner to leverage their vehicles when they're not using them. This isn't just ridesharing; it's asset optimization at scale. The pattern here isn't complicated. You take two existing business models that never intersected before, add AI as the connective tissue, and suddenly you've created value that neither could achieve alone. What if your CRM got together with your SCM? What if your HR system combined with your customer service platform? Don't use AI to simply further automate these systems. It should enable them to speak to each other in ways that create entirely new value propositions.

The second type is product line extensions. This involves taking what you already do and amplifying it into spaces you could never reach before. This is where most companies get it wrong. They think AI is about replacing what they do. Smart companies realize it's about extending what they do. For instance, tax consulting where for decades, you had two choices. You could employ expensive human expertise or cheap software that missed nuances. AI enables personalized tax strategy that scales. Your tax consultant doesn't show up in March or April to prepare your return. Your agent becomes your year-round financial coach, analyzing every transaction and proactively suggesting ways to minimize exposure. The lesson? Don't ask what AI can do for your existing products. Ask what your expertise could become if it could scale infinitely and personalize completely.

Then there's complete reinvention. Here's where it gets interesting. What if your ERP system wasn't a collection of modules but a collection of AI agents? Imagine your procurement agent negotiating with your inventory agent, while your finance agent approves the deal and your logistics agent schedules delivery. This isn't automation but rather orchestration. The product disappears and becomes a conversation among intelligent agents, each representing different aspects of your business. Instead of screens and reports the interface is natural language requests and intelligent responses. We're not just digitizing existing processes; we're reimagining what those processes could be if they were designed from scratch for a world where information flows freely and decisions happen at machine speed.

Finally, there are net new categories. These include markets that don't exist yet. The biggest opportunity isn't B2B or B2C, it is going to be entirely new businesses that exist purely to meet your needs. Personal health coaches that know your genetic markers, your daily habits, your stress patterns, and your goals. They don't just give advice; they orchestrate your entire health ecosystem. These aren't enhanced versions of existing services. They're entirely new categories that couldn't exist before AI made them possible. The market didn't exist because the capability didn't exist.

Now here's the bottom line. Every leader should stop asking "How can AI make us more efficient?" and start asking "What becomes possible when intelligence is no longer the bottleneck?" When little Mary 

asked why her grandmother cut the roast in half, she uncovered a process designed for constraints that no longer existed. Today's AI capabilities could make most of our business constraints obsolete if we are willing to question why we're still cutting the roast.

The companies that win won't be the ones with the best AI. They'll be the ones that use AI to create value that was impossible before. They'll stop building faster horses and start building cars. The future isn't about human versus machine. It is about human creativity amplified by machine intelligence. Revenue from AI should not come from replacing humans. It should come from amplifying human potential at machine speed.

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Captain Joe
Follow me on Twitter @JPuglisiLLC