I was born in Morocco. Grew up near Nice. Crossed the Atlantic twice on a sailboat. Built a company across three continents. Got a PhD while running that company. Became president of a global industry organization. Taught in four languages. And I'm about to turn 59.
I'm still curious.
In fact, I'm more curious now than I've ever been.
If you found this newsletter through my piece on how AI is transforming consulting, you might be wondering: who is this guy?
Fair question. Before we go further, I owe you some context.
Because the ideas don't exist in a vacuum. They come from somewhere.
I've had the unlikely luck of witnessing — and working through — three technological revolutions.
The PC Revolution (1980s)
I studied computer science when "artificial intelligence" meant something completely different. Expert systems. Rule-based logic. The promise was already there, but the technology wasn't.
What I learned: every revolution starts with inflated expectations, then disappointment, then quiet, transformative adoption.
The Internet Revolution (1990s-2000s)
In 1998, I moved to the United States to help build Ipsos's digital measurement business. The internet was being born, and I was in the room.
I was so convinced this was transformative that I left the corporate world to start my own company — CRM Metrix — which I grew across the US, Europe, and Asia before it was acquired.
During those same years, while running a transatlantic business, I completed a PhD. My dissertation introduced the Brand Delphi method, a new approach to research that embraced the unique characteristics of online environments. It was later published in Marketing Science.
What I learned: new technology doesn't just accelerate old methods. It demands new thinking.
The AI Revolution (Now)
And now we're here. Generative AI. Large language models. A rupture more profound than anything I've seen.