Part I: Genesis


We commence our exploration at the very core of genesis, representing the inception and creation of business. We delve into the profound influence of evolution, an unwavering force that not only shapes the natural world but also leaves its mark on the realms of business and technology.

Businesses, tracing their origins from the early days of tangible trade to the contemporary landscape dominated by software companies, have encountered distinctive challenges and undergone transformative journeys. Throughout our voyage, we underscore the critical importance of adaptability, especially in light of the dramatic shift in consumer expectations.

Our scrutiny extends to the evolution of systems, encompassing the integration of ERP and CRM systems, as well as the rapid technological advancements that have unfolded. Central to our exploration is the fundamental query: How have these systems evolved to align with the evolving needs of modern enterprises?

Lastly, we immerse ourselves in the genesis of the AI revolution, a technological marvel that has reshaped our world. Large language models and generative transformers have ushered in a paradigm shift in our interactions with technology and information, challenging conventional search methods and unlocking new realms of creative potential.



“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” - Charles Darwin

Within the natural world, the concept of evolution stands as one of the most profound and influential forces. It is the unyielding current that has propelled life from its humble origins as minuscule molecules to the rich diversity of complex living organisms we behold today. These same forces hold true with the evolution of customer needs, technology, products and businesses alike. In this exploration, we delve into the heart of evolution and how this has impacted business, their supporting systems and finally the impact of AI.


The evolution of businesses has been a dynamic journey, starting with the production and trade of tangible goods and services. As businesses aimed for profitability and scalability, the emphasis on efficiency became paramount. In parallel, the landscape of businesses has transformed, particularly with the proliferation of software companies, leading to distinctive challenges, processes, and needs compared to traditional enterprises. While many businesses have attempted to retrofit their models to existing systems, this approach often presents challenges, as experienced by our prior company.

If we just look at the proliferation of and evolution of software companies since the introduction of the mainframe to the dot-com boom to the cloud era and now the GenAI era; the sheer number, scale and impact of these companies has dwarfed many others. In some analysis the software and digital portion of the technology total addressable market (TAM) has massively increased from a mere 25% in 1995 to over 75% as of late. This digitization is a fundamental shift, which, in most accounts, will continue to expand.

In the world today and the future, everyone company is a “software company”, even if they deliver tangible goods


Similar to how businesses have impacted the world as we know it, the products they’ve produced have brought about a shift in the way consumers use, engage and purchase products. This intertwined dance of products and customers continually drives innovation and is constantly changing the expectations of the consumer.

Moreover, consumer expectations have shifted significantly. The balance of power has tilted from vendors to consumers, who now have an abundance of choices (optionality). To attract and retain customers, businesses must reconsider their approaches, raising questions about the relevance and efficiency of traditional methods in this rapidly changing environment. Consumers today are more informed, empowered, and connected than ever before. The digital age has given rise to an era of online shopping, personalized experiences, and instant access to information, profoundly influencing their behavior. This shift has prompted businesses to focus on enhancing user experiences, offering seamless digital interactions, and leveraging data-driven insights to meet the evolving needs of the modern consumer.


The implementation of structured processes and methodologies has significantly enhanced operational efficiency within businesses. The advent of computers further accelerated this efficiency, and the subsequent integration of enterprise resource planning (ERP) systems, encompassing functions such as finance, manufacturing, supply chain, inventory management, and procurement, played a pivotal role in optimizing overall business operations. Shortly after, the adoption of customer relationship management (CRM) software emerged as a means to effectively monitor customer engagement, marketing campaigns, and business opportunities. Additionally, the development of customer support systems became essential for addressing issues that arose after customer acquisition.

Considering the rapid evolution of technology in recent years, as well as over the past decade, it becomes evident that numerous facets of the industry have undergone profound transformations. These include shifts in programming languages, evolving methodologies, architectural advancements, interfaces (e.g., social, mobile) and changing user expectations.

In light of these substantial technological advancements, a pertinent question arises: How have these software products evolved, given that many of them have been in existence for more than 15 years?

Human and Business Interaction

The landscape of human and business interaction has undergone a profound transformation throughout the years. From the early days of exclusive in-person encounters to the era of carrier pigeons and telegrams, followed by the revolutionary advent of the internet, and culminating in the perpetually connected world of today, the metamorphosis has been relentless and will undoubtedly persist.

This journey has left no aspect untouched, revolutionizing how individuals collaborate, how to engage and interact with customers.

  • The dynamics of collaboration among individuals.
  • The strategies employed for engaging customers.
  • The manner in which customers interact with businesses.
  • The approaches taken in providing customer support.
  • And a myriad of other dimensions.

To illustrate this, consider the bygone era before the internet’s ascent, when customer outreach predominantly relied on conventional methods such as physical mail, billboards, or radio advertisements. In stark contrast, the digital realm now reigns supreme with the advent of the internet and social media platforms.

Likewise, the means by which businesses interact with and support their customers have undergone remarkable evolution as well. Initially, interactions primarily took place in person or through telephone conversations. With the advent of the internet, email emerged as a powerful alternative. Fast forward to the present, and chat interfaces and social media have gained prominence, gradually eclipsing traditional methods.

In the realm of internal collaboration, the impact of COVID-19 has reshaped the way people work. Traditionally, work and collaboration thrived on physical proximity. However, in the wake of the pandemic and the ensuing paradigm shift toward “remote work,” collaboration dynamics have shifted from a co-located model to a decentralized one. This transition leverages an arsenal of collaboration tools, including messaging platforms and video conferencing, to bridge the physical gap. It’s crucial to recognize that rather than debating the merits of these two approaches, the key lesson lies in embracing both local and remote work paradigms to drive efficiency.

The AI Revolution

The emergence of Artificial Intelligence (AI) technologies, such as large language models (LLM), generative pre-trained transformers (GPT), and vector databases, has transformed the technological landscape. While AI had its skeptics a mere five years ago, it is now undeniable that AI is a game-changer, just like the internet and cloud were revolutionary.

AI has not only changed our perception of technology but also revolutionized how we conduct tasks. For instance, AI-powered models can access and process vast amounts of information from the internet to answer queries, potentially rendering traditional search methods obsolete.

Furthermore, AI’s influence extends to content creation, with AI-generated content becoming increasingly prevalent. This shift has the potential to alter the value of content, especially as AI could replace traditional search engines that index generated content. Businesses may need to adapt their content strategies to influence AI models and shape the information presented to users.

Lastly, AI has also impacted creativity, offering tools that change the way people envision, design, and iterate. These innovations empower individuals to create complex and detailed content independently. In fact, Midjourney was used to generate a great deal of the abstract images used throughout this book.

We have transitioned from a phase where AI was associated with apocalyptic scenarios to an era where AI enhances our lives, improves efficiency, and reshapes the way we interact with technology and information.