I recently followed the advice of Alex Osterwalder, one of the world’s top strategy thinkers, and asked ChatGPT a question:
What in my business is going to become irrelevant or free in the next 5–10 years? And what new opportunities should I prepare for?
The session was eye-opening.
What became clear is this: advice without context is just cheap noise nobody needs or benefits from.
We now live in a world where anyone can generate expert-level “how-tos” at the tap of a keyboard. Expert-level knowledge is literally at your fingertips. The instructions are everywhere.
The real question:
When and how do you apply it?
What invisible obstacles show up in implementation?
How do you adapt it to your unique situation, your team, your life?
That’s not in the manual. That’s where the gold is.
Take fitness.
Every diet, every workout program, every shortcut is already published. But do you know which one is going to work for you? Do you know how to make it stick when your calendar is insane, or when your energy dips, or when travel keeps pulling you out of routine?
That’s where real experts earn their keep - NOT by handing you steps, but by guiding you through transformation.
The same is true in business and careers. Lists of “10 steps to success”? They’re free. And mostly useless!
Frameworks? Strategies? High-level audits? - all free.
Steal all my ideas!
What’s priceless is having someone who can help you:
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Apply frameworks and strategies to your actual context.
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Spot risks and opportunities you didn’t know were there.
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Make the right call at the right time with confidence.
That’s where premium value lives. Not in knowledge, but in guiding you through transformation.
So how am I acting on this?
I’ll happily share frameworks, high-level audits, strategies - steal them all. They’ll soon be in books if not already.
But if you want change? Real, lasting, measurable trasnformation? That’s a premium service.
It requires depth, experience, and a process of decision-making that adapts to you - not a copy-paste recipe.
AI will take care of the shallow stuff, the fluff, the easy answers. That frees us, the humans, for deeper thinking, sharper judgment, and meaningful transformation.
The best use of AI is not outsourcing your brain. It’s outsourcing the noise so you can finally do your best thinking. And help others put it to use.
Over to you dear reader,
Have you asked ChatGPT to give you a true risk-and-opportunity analysis of your business or career over the next 5–10 years? What did it reveal? And more importantly, how will you act on it?
Go deep. Shallow is free.
