BUSINESS DIRECTION: A NARRATIVE BRIEF

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From: "When Outcomes Stop Matching Intent: Business Direction in the Age of AI"

 

The Direction Felt Clear

"The meeting runs long, but it was good.

There was real debate. Tradeoffs discussed. A few paths ruled out. Eventually, a decision. Heads nod. Notes taken. Relief around the table. Direction feels settled.

People leave with work to do.

A few weeks later, questions begin to arise.

Not objections. Clarifications. Small things. Someone slightly misinterpreted the decision. Someone else didn’t understand it. A partner filled in a missing gap. A salesperson moved forward based on assumptions that seemed reasonable, but weren’t completely accurate.

Bumps in the road. But things continues.

A quarter later, the work comes back, well…just wrong.

Not because anyone failed. Not because they didn’t care. But because the work doesn’t fully reflect its original intent.

No one meant to change direction.

And yet, direction has changed."
 

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