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We’re in an AI gold rush. Founders everywhere are building copilots, automating workflows, and pitching "time savings" as the ultimate value proposition. But in the race to automate everything, many are forgetting a crucial point: they're selling to humans. And humans don't just want speed - they want understanding, trust, and meaning.
At Highline Beta, we help founders navigate the human layers of innovation. And right now, a dangerous pattern is emerging: founders spotting inefficiencies, building clever automation, and assuming users/customers will follow.
They forget to ask: Why does this process exist in the first place? What fears or frictions are we walking into? Who benefits, or loses, if this succeeds?
We’ve seen AI tools fall flat inside corporations not because the tech was wrong, but because the politics, budgets, and power structures were. Or because founders misjudged the emotional impact–job insecurity, status erosion, or loss of control.
We advise our corporate partners and founders to treat AI like a service business: deeply customer-centric, empathetic, and iterative. It’s not just about building cool tools. It’s about co-designing solutions with the humans who will use and be impacted by them.
Founders who understand that win. Founders who don’t, won’t.
Q: If AI saves time, isn’t that enough?
A: No. Time saved without a clear outcome or benefit won’t motivate action. You need a transformation story, not just an efficiency pitch.
Q: What about fear of job loss?
A: It’s real. AI founders must balance automation with empowerment. Selling to execs? Show how you reallocate resources, not cut them. Selling to users? Ensure they’re not automating themselves out of a job.
Q: Will AI eliminate service providers?
A: Some, but definitely not all of them. AI will augment the good ones. The winners will be tech-enabled - blending automation with human judgment, trust, and accountability.
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Read the full article on Focused Chaos
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