Most companies buy AI backwards — they pick a platform before they have named what they are actually trying to fix. James Ernst of Core Order thinks that single inversion explains most of the disappointment small and mid-sized businesses feel about AI.
James spent eighteen years in marketing and public relations at agencies around the country, took a three-year detour running his own restaurant in Buffalo, and has spent the last two years working in AI full time. Core Order isn't an AI agency — he calls it a growth architecture firm, and the distinction is the whole argument.
“The first question you should be asking is not which tool should we buy, but what are we trying to make structurally better?” — James Ernst
“AI could either be a superpower or a distraction.” — James Ernst
“I don't leverage AI to write anything for me, because that is such a part of the human process that I want to keep.” — James Ernst
Unscripted Small Business is hosted by Jeremy Rivera. Full episode archive at unscriptedsmallbusiness.com.
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