My services clarify the complex and changing world for business owners facing creative needs, increasing AI, and growing pain points. After working in multiple senior high-level positions, my grassroots, authentic, and common-sense approach seeks to build gravitas into decision-making.
Do you ever wonder at the moment if your humanity is still more valid than AI? As a strategist who believes in a brand's power to resonate with real people in many differing ways, it has struck me to expand extensive research into the topic during 2024. A search is based on the drive towards automation growth, yet a somewhat unsurprising effort to productise the topic into every application or online company. Indeed, as seen, Nvidia’s 2000% growth in revenue after ten years provides answers – the tech lover affair bubble has somewhat diversified, rather than burst – as the understanding grows deeper and reality strikes.
Yet, the trending topic continues to be a key signifier behind seeking a better experience for you and your business. However, it is essential to harness artificial intelligence alongside real-time situations—a combination of old and new—when building or running a business. As founders, we must try not to avoid it; instead, we can help our companies target the root issues and opportunities that AI can exploit or transform.
A key question behind my search for growth is ensuring the message of empathy and care remains strong. How we can work alongside this automated landscape and keep the connection with our customers – is an essential cornerstone.
1. Use real-world experiences and people to guide you through
The best rule in any sales is often to put people at ease. The key is to use your real-world experience to help the change happen – to ensure that everything has its place and problem-solve the issue from there. Your team's wisdom can seep into these decisions to help you connect – but are you maximising the margins on the marketing spend, too? Your connection with your actual business life may vary, but life experience is just as necessary. For me, this story began when I was 20 years old, working on the shop floor selling consumable goods and taking our marketing into the streets. This logic is now TikTok – taking live events, talking headshots and explainer videos to help people meet you first. It is a finger on the pulse moment to understand how the world is shifting around us!
2. Seek similar parallels with new tools
Social Media isn’t going away. Nor is AI, however much we may despise the pot-hole of spending it can consume if we go too deep or advertise within it. We must see it from a more artistic perspective. It is a creator's world now – the ability to jump on for free and spread the word. This is where fundamental lessons for growth goals are laid out. The ability to use technology to improve things isn’t new—we have been leveraging it for years. But since 2020, the actual swing into new generative AI—bringing quicker or time-saving tools into each part of our lives—has surged.
3. Remember that AI is helping to create business tools and sell them to you
Choose carefully. The growing list of available tools can be overwhelming when you seek new ones for your business. Falling into heavy retainers often gives owners the energy to design internal and in-house solutions. This is why my passion is to build “bespoke” solutions which run for you – for the betterment of the business you are creating and running. Reducing the layers of traditional agency red tape.Introducing more human discussions and clarity upfront – yes, time to stop and think in a world where 30 seconds is a long time. This doesn't mean we don’t use AI – it means we ensure the heart of the idea behind it becomes more well-rounded. The brand story and the core values.
4. Work towards a “less is more” – customer-centric approach
Creating demand and being genuine is essential. Of course, converting customers is number one, too. Yet, the key is keeping them. This shift towards a "less is more" approach prioritises customer value over technological complexity. By focusing on specific, well-defined use cases that directly benefit end users, organisations can avoid the pitfalls of implementing AI solutions simply for innovation.
5. Listen to what customers struggle with – and adapt around this
No matter how complex, your customers seek the perfect balance of product and service. Access to the solution they desire is key. Success in today's business environment requires more than offering products or services—it demands a deep understanding of customer pain points and challenges. Businesses can identify meaningful improvements and innovation opportunities by actively listening to customer feedback and experiences.
This customer-centric approach involves:
Regular collection and analysis of customer feedback through surveys, interviews, and direct conversations.
Monitoring social media and online reviews to understand common pain points and frustrations
Creating feedback loops that ensure customer insights directly influence product development and service delivery.
By making adaptations based on real customer struggles, businesses can:
Develop more relevant and valuable solutions.
Build more assertive, more loyal customer relationships.
Stay ahead of market trends and evolving customer needs.
The key is maintaining a flexible and responsive business model that can quickly adapt to address identified customer challenges. This approach improves customer satisfaction and creates a sustainable competitive advantage through deeper customer understanding and engagement.
6. Each business needs momentum
Without momentum, there isn’t a business. Without you taking risks and jumping in, nothing happens. Like many things, this requires human instinct and the capacity to read the market. This fundamental truth often gets overlooked in discussions about technology adoption. While AI and digital tools can catalyse growth, they must be implemented to maintain and accelerate business momentum. When organisations pause their core operations to implement sweeping technological changes, they risk losing the momentum that drives their success.
Successful digital transformation requires a balanced approach that preserves operational continuity while gradually introducing improvements. This means selecting and implementing new tools at a pace that allows the business to maintain its forward motion rather than grinding to a halt for wholesale system changes. The goal is to enhance existing processes without disrupting the natural rhythm of business operations.
Partners who understand this need for sustained momentum can help businesses identify opportunities for incremental improvements that build upon each other. This approach allows organisations to maintain their market position and customer relationships while steadily advancing their technological capabilities. The result is a more sustainable transformation that supports rather than impedes business momentum.
7. The way to use AI has only become more evident lately – trend versus reality
Remember that AI is a tool and, as such – many variants and brands of that tool exist. Be clear about a direction and then setup. Whilst the hype surrounding artificial intelligence has reached a fever pitch, the practical implementation of AI tools has crystallised into a more nuanced reality. Rather than the revolutionary upheaval many predicted, businesses are discovering that AI serves best as a complementary tool, enhancing rather than replacing human capabilities. The trend of positioning AI as an all-encompassing solution has given way to a more measured approach, where organisations recognise its limitations alongside its strengths. Particularly in the UK market, successful implementation has focused on using AI to handle repetitive tasks and data analysis while maintaining human oversight for strategic decisions and creative endeavours. This evolution in understanding has led to more thoughtful integration, where AI augments human expertise rather than attempting to supplant it, marking a shift from a trendy buzzword to a practical business tool.
See the Oxford Economics blog
8. Bringing in better tools has helped inspire owners to reduce costs
Just because the tool is better doesn’t mean the outcome will be. This depends on the goal you set. The integration of AI-powered solutions, when guided by experienced partners like Cornish Hue, has enabled businesses to identify and eliminate inefficiencies in their operations. Unlike vendors solely focused on selling technology, partnership-oriented consultancies prioritise understanding each company's unique challenges and objectives.
This collaborative approach ensures that technological implementations are purposeful and cost-effective. Organisations can develop sustainable AI strategies that deliver genuine value by working with partners and prioritising long-term business success over quick sales. The focus shifts from acquiring the latest technology to implementing solutions that address specific business needs and generate measurable returns.
The key advantage of working with business-centric partners is their commitment to understanding the operational context. They help organisations avoid over-investing in technology by carefully assessing which tools will deliver the most significant impact while optimising resource allocation.
9. Certain tools can help more when targeted correctly
It helps to focus on what we have and have a plan to follow. This shift towards a "less is more" approach prioritises customer value over technological complexity. By focusing on specific, well-defined use cases that directly benefit end users, organisations can avoid the pitfalls of implementing AI solutions simply for innovation.
10. Websites vs Funnels
The self-control element behind your website is sometimes apparent. Yet, bringing the site into the modern age is still a massive challenge. The two distinct approaches to digital presence serve different business objectives. Traditional websites typically offer comprehensive information about a business, acting as digital storefronts that visitors can freely explore. They excel at building brand credibility and providing detailed resources but may need a more focused conversion path than many businesses require.
Sales funnels, by contrast, are purposefully designed to guide visitors through a specific journey, systematically moving them towards a desired action. Unlike websites' open-ended navigation, funnels focus strategically on conversion, eliminating distractions and presenting information in a carefully structured sequence. Right now, some vast simple-builder software exists, such as Perspective, Click funnels, or GiHighLevel exist – all massively focusing on workflows and API connectivity to CRMs like Notion, Hubspot or Pipedrive. This explosion of SAAS (Software as a Service) is a genuine ticket item selling across the business landscape in 2024 – driving faster and more robust ideas of what can be done for less.
However, this isn't necessarily an either/or decision. Forward-thinking businesses often combine both approaches, using their website as a foundation for authority and trust while implementing targeted funnels for specific products or services. This hybrid approach allows organisations to maintain a comprehensive online presence while optimising conversion rates for key offerings.
The key is to understand your business objectives and customer behaviour patterns. While some businesses thrive with simple, funnel-focused landing pages, others require the depth and breadth of an entire website. The most successful digital strategies align these tools with specific business goals rather than following general trends. And, just like everything before it – finding the right team to help you focus on the goal is also key.
11. What is the best way to use AI in 2025?
If you have a strong sense of creative direction and passion, ask someone to help you by discussing things. However, planning and strategy are essential. The optimal approach to AI implementation in 2025 centres on strategic, focused applications rather than broad, unfocused adoption. Successful organisations are increasingly following these key principles:
Task-specific implementation rather than attempting to apply AI across all operations, identify specific, high-impact areas where AI can deliver measurable improvements. Focus on data-intensive, repetitive processes or those that require pattern recognition, where AI's strengths can be most effectively leveraged.
Human-ai collaboration positions AI tools as enablers rather than replacements for human expertise. The most successful implementations enhance human capabilities, allowing professionals to focus on high-value activities like strategic planning, creative problem-solving, and relationship building.
Data quality focus: Prioritise data quality and governance over quantity. Successful AI implementation depends more on clean, well-structured data than massive data volumes. Invest in data infrastructure and maintenance before expanding AI capabilities.
Incremental adoption: Take a measured, step-by-step approach to AI integration. Start with pilot projects, measure results, and gradually scale successful implementations. This approach minimises risk while allowing organisations to build expertise and confidence.
Ethical considerations maintain strong ethical guidelines for ai usage, particularly regarding data privacy, bias prevention, and transparency. Successful organisations prioritise responsible AI practices that build trust with stakeholders and comply with evolving regulations.
ROI-driven decision: Making Base AI investments on clear business cases with measurable returns. Instead of implementing AI for its own sake, focus on solutions that directly address business challenges or create new opportunities.
By following these principles, organisations can harness AI's potential while avoiding the pitfalls of over-implementation or misalignment with business objectives. Maintaining a balanced, practical approach prioritising business value over technological sophistication is key.
12. Out with the patronising – and in with democracy
Traditional marketing often adopted a top-down, patronising approach, assuming businesses knew better than their customers. This outdated perspective has led to a more democratic marketing model in which customers are active participants rather than passive recipients.
Modern consumers demand transparency, authenticity, and genuine dialogue with brands. They're increasingly resistant to being told what they need, instead preferring to engage with companies that respect their intelligence and invite their input. This shift requires businesses to move from broadcasting messages to facilitating conversations.
Successful marketing strategies now incorporate customer feedback loops, user-generated content, and community-driven initiatives. Businesses can build stronger, more sustainable relationships by treating customers as partners in the brand journey rather than targets to be converted. This democratic approach respects consumer intelligence and leads to more effective, resonant marketing campaigns.
The rise of social media and digital platforms has accelerated this trend, providing tools for real-time engagement and collaborative brand building. Companies that embrace this democratic approach often find their customers becoming powerful advocates, creating authentic word-of-mouth marketing far exceeding traditional promotional efforts' impact.
13. You must seek to enhance the human touch – not end it
To ensure empathy and care – we can be less busy fools and more focused in front of the house. In the rush to digitise and automate, many organisations risk losing the essential human elements that build lasting customer relationships. The goal of technology implementation should be to augment and enhance human interactions, not to eliminate them. When AI and digital tools are used thoughtfully, they can free up human resources to focus on meaningful customer engagement.
This principle is particularly crucial in customer service and relationship management. While AI can efficiently handle routine queries and data processing, human empathy, intuition, and emotional intelligence remain irreplaceable. The most successful businesses use technology to identify opportunities for meaningful human intervention, ensuring that automated systems know when to transition to personal interaction seamlessly.
Examples of enhancing the human touch include:
Using AI to analyse customer data and predict needs, allowing staff to reach out with personalised solutions proactively
Automating routine tasks so customer service representatives can spend more time on complex, high-value interactions
Implementing innovative routing systems that connect customers with the most appropriate human expert for their specific situation
The key is to view technology as a means to enhance human capabilities rather than replace them. When implemented correctly, digital tools should make human interactions more meaningful, timely, and impactful, leading to stronger customer relationships and improved business outcomes.
So what next? My vision is to enhance strategy (the art of professional advice) with the latest tools and technologies, bringing in my team around specific needs. You can find me online here or click this link.
Read more from James William Dawes
James William Dawes, Creative Studio and Business Coach
James Dawes founded Cornish Hue Media and The 1% Reslience Club in 2024 with a clear goal to support business leaders in growing and learning from common mistakes and to focus on kindness alongside our digital journies. Encouraging empathy allows us to open up and gain more transparent conversations around the changing website design, branding and marketing climate. Whilst dedicated to his community in Cornwall, England, he has spent much time living in Bath and London.
