Beating the big firms: Part 2

The holes in AI messaging

Hi guys

Sorry it’s late this week. Half term and kids running around. (Quite nice really, but they’ve been banned from their computers today for being naughty.)

Now with all the noise about AI, this week I have a test for you.

I’m not seeing a credible benchmark, standard or baseline for AI services that leaders can grasp. Few consultancies are talking about the value and outcomes of AI – only the processes to integrate it.

Barely anyone is talking about the safe path to adoption.

So I’ve prepared a little exercise for you – The Five-Second-Message Test. I’ve laid out the website value propositions on AI from some of the top digital transformation, IT consultancies and systems integrators.

As a senior executive with budget and no time to waste, in less than five seconds, can you understand the value propositions below? What are the first thoughts that enter your head when you look at them?

(You can watch my video commentary of this here if you like.)

1.Infosys

2. TCS

3. CGI

4. EPAM

5. PWC

6. Accenture

7. Kyndryl

8. Capgemini

9. IBM

10. Deloitte

My point here is that headlines are everything – especially for execs. You have to give them the executive summary in less than five seconds if you want the monkey brain to get excited.

In this instance, use cases and proof points are scarce, let alone customer stories. AI safety is barely mentioned, which is what most of the monkey brain is concerned about. So that’s a missed opportunity. In reality, the aspirational promises are vague and without validation.

If it were me, I’d have led with: “Secure your AI (before it secures you).”

You’d stand out. You’d look like you know something the other guys don’t. And you’d actually be more on par with the exec team. They’re as worried as excited by AI, but a point of view is lacking.

So that’s just one angle, but there are many more. You can almost always communicate a better niche than the big players if you put your mind to it. They really struggle.

So your CXO questions this week:

• How do you stack up in the The Five Second Message Test?

• Should you lead with capabilities or stories?

• What’s the story that will make you stand out against the others?

Have a good week

Dan

PS –  We’re hosting The Executive Summary drinks at the end of March. Ping me if you’d like to come.

PPS – New website, research and the full Executive Summary value prop launching soon

PPPS – A number of people are sitting in the membership waiting room, but we don’t know who they are and they haven’t said hello. If any of your friends want to join please drop me a line first. The Executive Summary is built on relationships.