07/29/2026
In November 2023 I walked from a Las Vegas casino floor, through a hallway AWS had lit up with a glowing horizon line, into a room of fifty thousand people being told AI was about to change everything.
The energy was real. I felt it too. I've spent thirty years around technology that was about to change everything, and the feeling in that room is the same every time.
Then I started walking the vendor floor.
Beautiful demos. Clean data. And the same tell at booth after booth: ask about the messy, specific, unglamorous reality of the company that would actually have to run the thing, and the conversation, very politely, moved on.
On a conference floor, the data is always clean, because the data is a prop. In production, the data is the whole problem, and the data is never clean.
Somewhere in those two days it came into focus: nobody in that building was ready for this. Not the buyers. Not most of the sellers. The technology was real. The readiness wasn't.
Ready. Aim. Shoot. That's the order. And I watched an entire industry do it backwards.
I wrote the whole story down. The full piece is here
Medium → https://medium.com/p/20c2c0e121b2
Substack → https://bit.ly/45ef6ZE
LinkedIn → https://bit.ly/4yz2yJM
The book it's pulled from, SHOOT, READY, AIM, is out now: https://www.amazon.com/dp/B0H9R4LJTQ