Strategy Comes Before AI: How to Future-Proof Your Business Model
Strategy Comes Before AI: An Honest Story of Transformation
Many consulting firms and agencies are currently grappling with the same question: Traditional consulting is reaching its limits, and AI is rapidly transforming business models—but where do you actually start? In our latest solo episode, Christian Underwood candidly shares his own journey: from traditional strategy consultant to an AI-powered software company. It’s a story that shows transformation isn’t a sprint, but a strategic process that has evolved over the years.
Focus as a Strategic Decision
Before software or AI were even on the radar, a very different decision had to be made: a conscious choice to focus on a single topic. As a consultant, you can offer a wide range of services—but that wasn’t the plan. More than five years ago, strategy was still primarily developed in Excel and PowerPoint, without a well-thought-out process or digital tools. It was an underserved, high-value topic for which clients were willing to pay more, not less. “Strategy begins with knowing what not to do,” says Christian Underwood.
From Project-Based Business to Predictable Revenue
A key component of the transformation was moving away from the volatility of the traditional project-based business. Instead of relying on a few large clients with an uncertain order situation, the goal was to build a broader customer base—with a focus on small and medium-sized businesses in German-speaking countries, where the company had the most experience. At the same time, the payment model underwent a fundamental shift: away from invoices issued after work was completed, toward software revenue paid in advance. “We had to succeed in building a broader customer base—not just rely on a few large clients,” explains Christian Underwood.
Trust as a Foundation
The first concrete step in the transformation wasn’t a product, but a podcast. At a time when there wasn’t a single strategy podcast in the German-speaking world, the initial focus was on building awareness and trust—with real guests who embodied the topic and lent their credibility to it. It was only on this foundation of trust that digital sales became possible later on. “Today, you can convey that trust digitally—it works. But to do that, you also need trustworthy content,” says Christian Underwood.
Scalability Instead of Headcount
When the topic of AI came up, it quickly became clear to Christian Underwood: It’s not about replacing employees, but about building a business model that works independently of headcount and truly scales. Those who instead expand their workforce take on risk and quickly hit growth limits. “The goal was never to replace employees, but to build a scalable business model that really works—regardless of headcount,” said Christian Underwood.
Strategy Comes Before AI
Today, the platform is in use by over 200 customers—and despite all the further development, one lesson remains key: If you rush into using the technology instead of first clarifying the actual strategic question, you’ll end up heading in the wrong direction. Strategy first, then the tool. “Strategy comes before AI,” as Christian Underwood puts it.
Invitation to act
For anyone who runs their own consulting firm or agency and is wondering how to integrate AI into their business model strategically—rather than just to boost efficiency—this episode offers an honest look behind the scenes—including all the detours, lessons learned, and the key insight at the end. Get inspired and discover how to position your own consulting firm or agency for the future.
🚀 Listen to the podcast episode now and develop your own strategy for the AI era!
SHOWNOTES
Christian Underwood https://www.linkedin.com/in/christianunderwood/
Strategic Decision Intelligence: https://strategicdecisionintelligence.ai
Magazine “Hope Is Not a Strategy” https://shop.strategyframe.ai/products/hoffnung-ist-keine-strategie-ii-1-strategic-decision-intelligence
All links https://linktr.ee/strategyframe