AI isn’t expensive. Confusion is.
You don’t have an AI problem.
You have a clarity problem.
I’ve lost count of the businesses I’ve worked with that have AI tools sitting untouched in their stack. Fancy dashboards, expensive subscriptions, zero actual use. What they thought they were buying was speed or automation — what they got was noise.
Here’s the truth:
AI doesn’t fix broken thinking. It just speeds it up.
The espresso machine problem
Buying AI without clarity is like walking into a coffee shop that doesn’t know what kind of drink it sells and handing them a £5,000 espresso machine. It won’t help. You’ll still get bitter, weird coffee — just faster.
Businesses fall into the same trap.
They buy the tool, but they haven’t asked:
• What are we actually trying to solve?
• How do we think about decisions?
• Who is supposed to use this — and why?
So the tools sit there. Or worse — they get used in the wrong places, reinforcing the same shallow logic that created the chaos to begin with.
AI isn’t a technology upgrade. It’s a thinking upgrade.
I can teach you how to use ChatGPT in five minutes.
What takes longer is rewiring how you approach problems.
Most of the time, what business owners really need isn’t help “using AI.” They need
someone to:
• Expose their hidden assumptions
• Map their broken decision loops
• Build systems that help their team think better, not just do faster
Once you’ve got that, the tools become obvious.
Until then, they’re just expensive noise.
Want to avoid the espresso machine mistake?
Start with your thinking. Then bring in the tech.
That’s what we help you do.
