10/06/2026
AI can do incredible things.
It can help us work faster, solve problems, uncover information and create things that would have taken significantly more time before.
But it can also get things wrong.
And that’s where things can go sideways.
Robert Hunt, author of All Brain and No Soul? Real Humanity in an AI Age, recently joined us to talk about the importance of recognizing that AI is a tool, not a substitute for human judgment.
That idea matters to us at Frozen Fire.
We use technology to make our work better and more efficient, but we don’t believe technology replaces the thinking behind the work. Strategy still requires understanding the business, asking the right questions, challenging assumptions and knowing when something doesn’t make sense.
AI can help us do more. Human thinking determines what’s worth doing.