CSM

Strategic procrastination can be a superpower in business. Use it when things are ‘interesting’, but the timing is off. It avoids splitting focus and keeps you away from the new shiny object. However this is not an appropriate strategy for AI. Like every major technological shift, correct utilisation and proper adoption is lagging behind within the vast majority of businesses. So for now, it’s only as valuable as the way it’s applied. Too often it gets used for surface-level tasks: automating comments or pumping out generic content. The real opportunity as a starting point is to use it to help leaders make better decisions. AI should be the tool that bridges the gap between insight and action. The clip below is from 12 months ago (when we still had multiple brands and worked in eCommerce) so it feels a little dated, although some things we speak of remain true in how we both still think about proper adoption and true utility. These are the simple 3 phases I believe every B2B legacy business should follow in integrating AI into their business; → Verification Layer → Context Layer → Agentic Layer Feel free to reach out if you’re trying to integrate AI into your B2B legacy organisation today and looking for the best starting point, I’d be happy to walk you through those three phases in greater detail.

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“They didn’t just run campaigns. They learned our business.” — Rosie Keary, Managing Director, Kersia Healthcare A business with 40+ years of global product excellence... 📉 From struggling to tell their story 📈 To full commercial transformation In this short video, Rosie shares what changed when we partnered together: → A fresh perspective on growth → A roadmap they didn’t know they needed → A marketing strategy aligned to mission, scale, and results 🎬 Watch how we helped unlock a new chapter for one of Ireland’s most purpose-driven manufacturers.

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