04/07/2026
I was watching Portugal vs Croatia yesterday, and that controversial referee decision honestly stopped me in my tracks.
A lot of people are saying technology is sucking the soul out of football. I get it.
In that moment, emotions are running high. Everyone reacts to what they think they saw. Then the tech steps in and says, “Hold up there’s something you missed.”
It hit me hard, because I think that’s exactly what’s happening with AI right now.
People aren’t always resisting AI because it’s wrong.
Sometimes they resist it because it shows them things they weren’t ready to see:
The broken systems.
The soul-crushing repetitive work.
The decisions made out of habit instead of clarity.
The business that looks fine from the outside but is quietly leaking time, money, and energy.
That’s where my head’s been lately.
I’m not interested in using AI to sound futuristic or fancy. I’m interested in using it to see what was invisible before. To fix the hidden friction. To give operators, founders, and teams a much clearer picture of what’s actually happening inside their business.
Just like that football call felt uncomfortable because it challenged the emotional version of the moment, AI is going to do the same in business. It’s going to question how we work, how we decide, and how we measure what matters.
Not everyone’s going to like it at first. Progress rarely feels comfortable in the moment.
But that game reminded me of something important:
AI isn’t killing the game.
It’s revealing the game behind the game.
And that’s the direction I’m choosing to go.