the Brian Sykes
Technology Doesn't Fail. People Do.
It never did. AI just made it impossible to keep ignoring.
I'm Brian Sykes.
Thirty years in branding and marketing, twenty-three of them running my own agency, ten books on generative AI — and a pattern I've been watching break the same way since the first Mac lab I ever sat in.
It's called the [Hu]man Element.
The tool worked. The rollout still died.
You bought the licenses. You ran the training. Six weeks later, three people use it daily and everyone else quietly went back to the old way.
The post-mortem blames adoption. Or change management. Or the vendor.
It was none of those.
Somebody on that team had spent nineteen years becoming the person who was good at the thing the software now does in four seconds. Nobody asked what that cost him. He didn't sabotage the rollout on purpose — he just kept finding reasons the output wasn't quite right, and he was senior enough that everyone believed him.
That's Rule 1. Identity Anchors. There are fifteen more.
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