You don't need AI. You need a better Beatles.
Why doing the same old crap with new tech isn't helping.
In 1962, nobody was sitting about thinking,
"I have a Beatles problem. I need somebody to give me the Beatles."
But once people heard the Beatles, the history of the world was changed.
Why? Because the Beatles gave people something they didn't know they wanted, and when they found it — they really wanted it.
Now, I am not one to compare myself to the Beatles, but my clients discover they get something they didn't expect but really like. The artist.
(Who am I kidding? I compare myself to the Beatles every day— I'm a songwriter from Liverpool)
Here's your Beatles problem.
— Not all businesses are about solving specific pain points.
Some businesses – and the Beatles are big business – offer you something fresh that makes you think in a different way. They add something intangible but real that customers are in love with.
— AI has reduced knowledge to the value of potatoes.
So business leaders genuinely must start thinking differently. We have all the information and it's virtually free, but we don't know what to do with it. There's no taste, discretion or wisdom to make the best use of it. That's where human intellect and emotions play the biggest part. Thinking differently isn’t an Apple slogan with bad grammar – this is for real.
— Something is profoundly rotten in the global economy.
Enshittification, shrinkflation, bait and switch tariffs, automated and offshored customer service, over regulation, hidden fees, and easy layoffs across industries. The only way out of this is to stop doing the same thing and expecting different results. And how do you do that if not by thinking differently?
That’s easy for you to say!
For sure, it is easy to say, “Think differently” – rewiring neurons in your brain takes a lot of reps. Plus, you absolutely need the right workout program to know those reps are going to be useful.
What makes this challenge harder is – let’s face it – popular business books are 200 pages of bullshit. The established gurus only offer platitudes. And if you're relying on social media influencers – good luck with that!
Raw intelligence is not enough either. The rise of the nerds is a clear demonstration. Their lack of human empathy, consideration, and social responsibility has caused immense harm to every society across the globe. We can't expect answers from them either.
You have to figure this out for yourself. That’s where the gold is.
Where to start thinking like an artist in your business
The only way out of this mess is to think differently, like you might have heard me say.
This means you have to start thinking like an artist.
Not to have your head in the clouds, but to be an innovative — genuinely innovative — productive individual who can work with others to produce value that lasts for generations.
Like the Beatles.
Here's what that looks like in practice:
Start from a 'what if?' position
Once raw material is created, go to 'what else?'
Then, literally, 'does it track?' – feeling and vibes, not reports.
Try this on a low-stakes project – learn how to solve problems and innovate like an artist. Give it a lot of reps – then you'll know when to go big.
If you have any better solutions, I am all ears.
Meanwhile I’m using those ears on the Beatles.