Skip AI, vanish in 3 years.

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The CEO of a mid-sized logistics firm told me something in early 2024 that has haunted me ever since. He wasn’t a Luddite. He’d invested in a CRM, a new website, even some automated warehouse sorting. “We’re fine,” he said. “AI is a tool. We’ll use it when the time is right.” Six months later, a competitor with a team of twelve—not twelve hundred—was undercutting his prices by 30% using an AI-driven routing system that shaved fuel costs and delivery times simultaneously. His board asked him what his AI strategy was. He didn’t have one. He had a *waiting* strategy. And waiting, in this environment, is not neutral.