lower inference cost for GPT-3.5-level performance, 2022–24
STRATEGIC FORESIGHT × BUSINESS REINVENTION × HUMAN–AI SYSTEMS
Ignite Horizon 2.
The business reinvention AI makes possible.
FUSE helps leaders shift the frame of the business they have—and define the future business worth building.
SCROLL TO FOLLOW THE ARGUMENT
01
THE COMPETITIVE GAME IS CHANGING
ACTIVITY OUTPACES VALUE
AI activity is accelerating.
Strategic value is not.
Access, adoption, and experimentation are scaling rapidly. Yet for most organizations, AI has not translated into significant enterprise-level returns.
of organizations use AI in at least one business function
still report no significant enterprise-level EBIT impact
AI is spreading through the enterprise.
Advantage is not guaranteed.
Sources: Stanford AI Index 2025 · McKinsey, The state of AI in 2026
FROM SCARCITY TO ABUNDANCE
Advantage does not disappear. It migrates.
ADVANTAGE BUILT IN SCARCITYADVANTAGE IN ABUNDANCE
Information access→Proprietary context
Routine expertise→Judgment & trust
Standardized execution→Distinctive outcomes
Point solutions→Orchestrated journeys
Transactions→Continuous relationships
Static scale→Adaptive learning
THE LEADERS ARE PULLING AWAY
AI leaders are not simply adopting faster. They are redesigning how growth happens.
High performers are moving beyond isolated use cases. They are fundamentally transforming the business and redesigning workflows around new sources of growth.
75% of high performers fundamentally redesign workflows25% of other organizations do the same
02
FROM THE FIRST RACE TO THE SECOND
Compete on two horizons.
Horizon 1 captures value from the business in front of you. Horizon 2 creates the next game abundant intelligence makes possible.
Improve the current game.
Products · workflows · productivity · cost
Necessary. Valuable. Increasingly expected.+
Build new advantage.
New value · journeys · growth · operating logic
The emerging source of differentiation.03
THE CANDLE TRAP
THE CORE FUSE INSIGHT
Horizon 2 is difficult to see from inside the Horizon 1 frame.
The existing business defines what leaders look for. New capabilities are naturally interpreted through the products, workflows, metrics, and category assumptions already in place.
04
FUSE · A MINDSET AND TOOLSET
A MINDSET AND TOOLSET
Change the frame. Change the game.
FUSE helps leadership escape the assumptions of today’s business, discover which Horizon 2 future is worth building, and translate that possibility into a decision-ready strategy blueprint.
See how the game is changing.
FROMWhere can AI improve our current business?→TOHow is AI changing the world in which we compete?
- Which assumptions underlying our business are becoming obsolete?
- Where is value migrating as intelligence becomes abundant?
- How might category boundaries and competitive roles be rewritten?
Future Signal Scanning
Phase-Change Mapping
Market Boundary Reframing
Where is value moving?
Find the value only you can own.
FROMWhich products and capabilities should we improve?→TOWhat remains uniquely valuable when intelligence is abundant?
- What meaningful outcome are people ultimately seeking?
- What remains durably valuable as capabilities commoditize?
- Which context, trust, assets, and relationships can we uniquely combine?
Durable-Value Mapping
Human-Tension Discovery
Unique-Advantage Analysis
What can we uniquely own?
Turn possibility into a coherent future.
FROMWhich AI use case should we implement?→TOWhat distinctive future should these capabilities enable?
- What larger human journey should we help people accomplish?
- Where could AI create continuous value across that journey?
- What coherent future business should our AI efforts collectively build?
Hero Journey Envisioning
AI-Native Scenario Design
Strategic North-Star Synthesis
What should the business become?
Reconstruct the system around the promise.
FROMWhere can AI enter today’s workflow?→TOHow should the whole system sense, decide, act, and learn?
- How would we redesign backward from the desired outcome?
- What should humans and AI each sense, decide, create, and act upon?
- How should roles, authority, boundaries, and learning loops change?
Work-System Reconstruction
Human–AI Role Mapping
Adaptive Learning-System Design
How would it work?
05
FUSE IN PRACTICE
Three cases for game-changing reinvention made possible by AI.
Illustrative strategic explorations show how the same four movements reveal a different future business.
What if Westin’s business were not hotel stays, but business-travel peak performance?
AI-improved hotel→Peak-performance travel partner
- FFUTURE OPPORTUNITY
The unit of value shifts from a room night to a successful trip: prepare, perform, recover, and return well.
- UUNIQUE ADVANTAGE
Combine trust, place, guest context, hospitality, and permission to care at the moment of need.
- SSTRATEGIC REINVENTION
A Business Travel Performance Companion spanning pre-trip preparation, adaptive stays, and recovery.
- EHUMAN–AI SYSTEM
AI anticipates and coordinates context; hotel teams provide judgment, empathy, hospitality, and care.
What if IKEA’s business were not furniture, but helping people navigate life transitions?
AI-improved furniture retail→Life-transition partner
- FFUTURE OPPORTUNITY
The frame expands from furnishing rooms to supporting changing life chapters and fluid households.
- UUNIQUE ADVANTAGE
Combine home-life insight, spatial design, accessible products, fulfillment, assembly, repair, and resale.
- SSTRATEGIC REINVENTION
A Life Transition Companion that helps households prepare, reconfigure, settle, adapt, and evolve.
- EHUMAN–AI SYSTEM
AI manages anticipation, layout, and logistics; human designers provide consultation and reassurance.
What if New Oriental’s business were not tutoring, but guiding growth and becoming?
AI-personalized tutoring→Learning-journey coach
- FFUTURE OPPORTUNITY
Value migrates from content delivery toward agency, judgment, motivation, resilience, and belonging.
- UUNIQUE ADVANTAGE
Combine trusted educators and mentors with longitudinal learner context and real-world pathways.
- SSTRATEGIC REINVENTION
A Learning Journey Coach connecting learning, reflection, practice, projects, and life choices.
- EHUMAN–AI SYSTEM
AI personalizes the path and supports practice; human coaches strengthen judgment, motivation, values, and connection.
Illustrative strategic concepts—not claims about current company plans or product roadmaps.
06
THE REINVENTION BLUEPRINT
FROM DISCOVERY TO EXPERIMENT
FUSE ignites a Horizon 2 business ready for experiment.
Not another isolated AI use case. A coherent strategy blueprint leaders can evaluate, fund, test, and move into delivery.
OPPORTUNITYWhere is value moving?
Future-shift landscape, value migration, and Horizon 2 opportunity spaces.
DIFFERENTIATIONWhat can we uniquely own?
Durable human value, differentiated context, unique advantage, and reason to win.
VISIONWhat should we become?
Horizon 2 business definition, signature journey, future value system, and strategic North Star.
DEPLOYMENTHow can we make it real?
Human–AI agency, operating model, Reinvention FUSE, evidence framework, and expansion path.
A GENERIC REINVENTION BLUEPRINT
A Horizon 2 business worth building.
Future context
+ opportunityUnique advantage
+ reason to winReinvention thesis
+ business definitionSignature journey
+ value systemHuman–AI agency
+ operating modelEvidence plan
+ expansion path
+ opportunityUnique advantage
+ reason to winReinvention thesis
+ business definitionSignature journey
+ value systemHuman–AI agency
+ operating modelEvidence plan
+ expansion path
One coherent strategy blueprint that leadership can choose—and product, design, engineering, business-model, partnership, and M&A teams can build, test, and scale.
See the shift. Find the advantage. Define the reinvention. Build the system.Each phase converts uncertainty into a more valuable—and more executable—form.
THE PROVOCATION
Don’t use AI only to build a better candle.
Discover your light bulb.
Meet your leadership team where it is—then move from opening the frame to defining a decision-ready Reinvention FUSE.
Executive Briefing
Challenge the Horizon 1 frame and align leaders around where value may be moving.
Shared language + leadership questionsFUSE Leadership Sprint
Identify future opportunity, durable advantage, and a strategic North Star.
Focused Horizon 2 opportunityReinvention Partnership
Develop the proposition, Hero Journey, business logic, and operating blueprint.
Decision-ready Reinvention FUSE