Focus On Sales And Engineering, Rather Than Innovation And Marketing

AI is changing how we structure businesses to create value.

Drucker focused on marketing and innovation, but I think we’re in a time where that’s not sharp enough.

We need to move closer to sales or engineering.

For example, wth any service there’s an overhead in training the teams that need to do the work.

There’s documentation, guidance, step through videos.

In the past, I’d set up systems of work that ran to several pages. It took us weeks to set everything up and then run training programmes.

Now, you can record yourself talking through what needs to be done with teams. Gen AI can create guidance documents from that transcript that are 90% there. We can use text to voice and add screencasts to create training videos.

It now takes a few days to put something together.

One model of an organisation is a small core, surrounded by a large bureaucracy, which in turn is surrounded by a marketing layer.

Gen AI tools shrink the bureaucratic middle, bringing sales and engineering closer together.