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Category Creation In The AI Era: A Guide To Imaginative Leadership

Mar 21, 2024 - forbes.com
The article discusses the concept of category creation, a strategy where companies innovate and dominate a new niche, as seen with Amazon's AWS, Apple's iPhone, and Uber's ride-sharing. The author argues that artificial intelligence (AI) is not a category, but a massive technology disruption that will create numerous new categories. To be a category creator, especially in a highly technical disruption like AI, requires imaginative leadership, which involves identifying significant existing problems or latent demands for fresh opportunities.

The author outlines four tenets of imaginative leadership: embracing boldness and humility, understanding the story you want to tell, de-anchoring from everything else, and prioritizing continuous learning. The author concludes that while it's uncertain what new categories AI will create, companies that pioneer these breakthroughs will likely experience remarkable organic growth. The leaders who bring these categories to life will be those who can imagine and execute innovative solutions.

Key takeaways:

  • Artificial Intelligence (AI) is a massive technology disruption that will birth new categories, but no single company will 'win' AI.
  • Imaginative leadership is crucial in this era of AI and technology disruptions, with the ability to perceive gaps and latent needs that AI cannot.
  • Four tenets of imaginative leadership include embracing boldness and humility, understanding the story you want to tell, de-anchoring from everything else, and prioritizing continuous learning.
  • Companies that pioneer AI-driven categories are likely to see remarkable organic growth, and it will be the imaginative leaders who bring them to fruition.
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