What's The Impossible Brief?

0:000 secondsThat's what the impossible brief is.
0:011 secondYou're trying to put in technology that moves faster than you can implement it.
0:044 secondsAnd the moment you catch up is changed again. So for a senior leader, it's really an impossible brief at the moment.
0:1515 secondsWelcome to the impossible brief. I'm Ben Taylor and I'm Patusi. What is the impossible brief?
0:2222 secondsWell, this has come from conversations that we've been having a lot over the last two years that despite what LinkedIn might be telling you, there
0:3030 secondsaren't really that many real AI experts out there. I mean, how can you be an expert when every week there's something
0:3737 secondsnew? Of course, there are some out there in Silicon Valley that are are really pioneering this, but for for the rest of us, we've just got to be better
0:4646 secondslearners. We got to take as much information as [music] we can and adapt it and adopt it as quickly as we can. And that's what the impossible brief is.
0:5252 secondsYou're trying to put in technology that moves faster than you can implement it.
0:5656 secondsAnd the moment you catch up is changed again. So for a senior leader, it's really an impossible brief at the moment. And we need to come together,
1:041 minute, 4 secondsshare ideas, discuss and learn from each other. Why do you think this matters right now?
1:101 minute, 10 secondsWell, because it's not just us saying it. Like you said, it is an actual impossible brief. uh and it's backed by research. The writer an AI consultancy
1:181 minute, 18 secondssurveyed um 2,400 executive and employees globally and the research shows that 75% of executive [music]
1:261 minute, 26 secondsadmit that the AI strategy is more for show than for internal guidance. Um [music] so think PR investor relations
1:341 minute, 34 secondsand that really contrast with the fact that 29% of employee are actually sabotaging it. Uh so there's a real
1:421 minute, 42 secondsdisconnect between [music] the two. They don't see the connection at all. And that is also further contrasted by the fact that 61% of CEOs worry that [music]
1:501 minute, 50 secondsthey will lose their job if they get it wrong, if they cannot take their company through that AI transition. So there's a lot of confusion. That's why the the
1:591 minute, 59 secondsimpossible brief is opening [music] that conversation.
2:012 minutes, 1 secondNot being an expert is not a failing in this in this instance, you know, when you can't be actually admitting it, opening up the conversation is what a
2:102 minutes, 10 secondsbrave leader. I mean, you can just see the trap that some of these leaders are are falling into when they're scared for their own jobs at the moment, which is
2:172 minutes, 17 secondswhat these stats are saying. They're pushing out projects in order to keep hold of their jobs. [music] Employees can see straight through that. So, they're quietly resisting it. So, you
2:262 minutes, 26 secondscan see how these tensions are manifesting very very clearly and uh we need to be open and honest about these conversations.
2:332 minutes, 33 secondsYeah, absolutely. So, who's the impossible brief for? Well, it's for it's for senior leaders.
2:392 minutes, 39 secondsis for seuite. It's for senior digital leaders, the ones that are carrying [music] this burden of trying to
2:462 minutes, 46 secondsimplement AI across their business, which is often a blank statement of we need to be AI ready. For those that are
2:542 minutes, 54 secondsinterested in coming together, sharing ideas, bringing people along with them, because we really believe that nobody has all the answers here, it's going to require new thinking, new skill sets.
3:033 minutes, 3 secondsAnd if somebody does tell you they have the answers, we don't think they're being truthful about it. Let's have the conversation. What can people expect from the show?
3:103 minutes, 10 secondsWell, it's a space for all of us to think out loud really like a safe space where a leader can be honest about what they need to change uh what they might
3:183 minutes, 18 secondsnot yet know how to change. We're at a real critical moment and [music] we can actually shape the future of they are.
3:243 minutes, 24 secondsIt's a nice reminder, I think, to to know that that it's it's in our hands as much as in the the [music] hands of the big tech bros in Silicon Valley. It is a
3:333 minutes, 33 secondsrevolution. It's not an evolution. and really to pose and reflect because it is it is there are real opportunities. We
3:413 minutes, 41 secondsdo think that it's a chance to redesign business as well. So that's what we are aiming to do with the invisible brief.
3:483 minutes, 48 secondsUh you'll find a new conversation every other week with a companion essays where we interview leaders, enterprise in
3:553 minutes, 55 secondsenterprise businesses, AI ethicists, AI experts, the real [music] ones and people who are wrestling with that AI transformation.
4:034 minutes, 3 secondsYeah, fantastic. We've got some great guests lined up across the series. If you want to keep in touch, please do find us on Substack. It's called The
4:114 minutes, 11 secondsImpossible Briefs. Find us wherever you get your podcasts. If you're interested in joining us, please do reach out and we'll look forward to hearing from you.