King Midas was thrilled when everything he touched turned to gold. Until it wasn’t. His food. His drink. Even his daughter.

It looked like power. It felt like progress. But it made life unliveable.

Today’s business leaders are dangerously close to making the same mistake with AI.

Every conversation I have is full of breathless excitement: “We need to use AI,” as if just applying it will magically transform the business. No clarity on the problem. No understanding of what AI can and can’t do. Just the seductive glow of golden potential.

We’re starting at the wrong end.

AI isn’t gold dust to be scattered over every process. It’s a tool. Brilliant, yes, but blunt, unless we first understand the problem we are trying to solve. And that demands clarity of thought and rigour of leadership.

So, what does good look like?

It starts with disciplined thinking.

1. Analyse the problem
What exactly are you trying to fix, improve or transform? Is it cost? Speed? Customer experience? Something else entirely? This is the leadership work that must come first. Resist the urge to leap ahead.

2. Understand AI
Not just the headlines. Learn how it actually works. What it can do today. What it can’t. Learn how to drive it. This doesn’t mean becoming a data scientist, but it does mean asking better questions of those who are.

3. Match the two
Now – and only now – apply AI where it fits. Ignore it where it doesn’t. If it’s not the right solution, stop trying to force it.

It sounds obvious. It isn’t. Most leaders I meet jump straight to step three, dazzled by shiny tools and external pressure to “do something with AI”. But blind application only leads to wasted investment, lost credibility and frustration on all sides.

The real power of AI doesn’t come from magic. It comes from mastery. Intelligent direction. Clear strategy. Human insight.

Don’t be Midas.

Be wise.