DSPTCH
Perspectives on AI activation
AWSM DSPTCH™ (“dispatch”) is where we think out loud about closing the gap between AI ambition and execution. Every piece is grounded in the same approach we bring to client work — ROI first, design-led, and relentlessly iterative — so what you read here is strategy you can act on, not hype. Field notes, frameworks, and hard-won lessons from deploying AI that actually earns its keep.
Spend Is Not an Outcome
Three short assessments for leaders who can name what AI costs but not what it changed
Pablo Cruz Pou · October 26, 2026 · 4 min read
PM in AI: The Spec Is Dead. Long Live the Story.
What AI actually changes about product management — and the one job it can't touch.
Pablo Cruz Pou · September 29, 2026 · 6 min read
The AI-Native Gap: Why It Keeps Evading Fast-Growing Companies
Going AI-native isn't a technology problem. It's that you have to redesign the work while still doing the work — and for the fastest-growing companies, the work never stops long enough to be redesigned.
Fritz Desir · September 29, 2026 · 6 min read
Buy, Build, or Activate: A Framework for Enterprise AI
Most AI decisions get framed as buy-vs-build. That's the wrong axis — and it's why so much AI spend underperforms.
Fritz Desir · May 26, 2026 · 3 min read
Why 80% of AI Projects Fail — And How to Be in the 20%
The gap between AI ambition and AI execution is where most organizations lose. Here's how to close it.
Fritz Desir · May 20, 2026 · 3 min readAWSM DSPTCH
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Perspectives on AI activation — ROI, frameworks, and lessons from the frontier — sent when we publish. No noise.