In a world where capital flows faster than ever before, the old rules of building companies look like outdated maps in the age of navigators. Entrepreneurs accustomed to offices with slides and loud brands suddenly discover that fundamental things — hiring, speed, value — require a complete reassessment.
According to Roy Dekel's article in Entrepreneur from 16 September 2026, business fundamentals must be constantly revisited because of technology, customer expectations, and changes in work. Each generation inherits rules from the previous one, but smart people select only those that still work.
Rule one: use AI to compete with AI. A graphic designer whose handiwork is superb loses clients because of the speed of generation. The solution is to combine: AI takes on the routine, the human adds taste and judgment. The economics are changing, and whoever masters the tool better than others wins.
Second: rethink the position before hiring. At Fortune 500, requirements for experience and education are already being revised, with an eye to the ability to work with AI. Ask: what exactly needs to be done? Can part of it be automated, or the process removed altogether? One strong employee with technology will replace three.
Third: build a multigenerational team and listen to it. A 22-year-old employee intuitively senses new platforms, while a 55-year-old remembers crises and the failures of "revolutionary" technologies. Their combination provides a competitive advantage — the young see the future, the experienced warn against old mistakes.
Fourth: "instantaneity" has changed the customer. Amazon, Netflix, Uber, and AI have set a new bar. A response in three to five days now seems absurd. Friction in service has become part of the product, and ignoring this is dangerous for reputation and revenue.
Fifth: don't think AI won't replace you. Instead of defending old processes, ask: what if the technology becomes much better? Perhaps it's worth creating a tool that makes the outdated unnecessary. The goal is to improve outcomes for people, not to preserve jobs for their own sake.
Sixth: invest in what technology makes more valuable. When anyone can generate text or a logo in minutes, trust, relationships, reputation, taste, and human connection remain scarce. In a world of synthetic content, genuine connections become more expensive.
Seventh: think for yourself. The phrase "we've always done it this way" is dangerous, but fashionable labels like "disruptor" no longer mean anything either. Constantly ask: is an office needed? Is a degree required? Does the customer want this feature? The answers determine what kind of company you will become — with 100 employees or with 10, with automation where others still do things by hand.
The opportunity is not in taking the old model and sprinkling AI on it. You need to reimagine what a company that creates real value and sustainable wealth in the new reality should look like.
