Hey,
I didn't plan on starting another business this year. I've got Akta, I've got VYNE, I've got an Instagram page that somehow has 140,000 people on it. My plate was full.
But I kept getting the same phone call.
A business owner. A pastor. Someone running a team of fifty, or five hundred. And it always goes roughly the same way: "Sam, I know AI is coming for how we work. I know we need to move. I just don't know where to start, and I don't have three spare weeks to figure it out."
Somewhere along the way I became the AI guy in a lot of people's lives. Which is funny, because if you've been reading these for a while you know how torn I am about it. I love the craft. I love real people making real things. I've written to you about that more times than I can count.
But here's what I've landed on. This change isn't optional anymore. It's happening to every business and every organisation whether they like it or not. The only real choice is whether you do it well, with your people in mind, or whether it just happens to you.
So I started something. It's called Attua.
The idea is simple, and it's the same line I keep coming back to: human craft, machine assist. The machine does the boring, repetitive stuff. Your people get to do the work only people can do.
Here's how it works. We sit down and look at the actual work your team does every week. The admin, the follow ups, the answers buried in a folder nobody can find. Then you get a clear plan: what's worth changing, what's worth leaving alone, what it'll cost and what it means for your people. Then, if you want, we help you put the first piece into practice properly.
No hype. No "replace your staff with robots". Some things should be automated. Some things just need a better process. And some things need a human with good judgement, and always will.
I haven't launched this publicly yet. You're hearing it first, because you've been here for the ride and that matters to me.
So I've got a favour to ask.
If you run a business or an organisation and you've felt that pinch of knowing you need to move but not knowing how, have a look: https://www.attua.ai
And if you don't, but someone you know does, forward them this email. Your boss. Your mate who runs five cafes, or three restaurants. Your pastor. The friend who keeps saying "I really need to get my head around AI." That's honestly the best help you could give me right now.
Hit reply if you've got questions, or just to tell me what part of your work you'd hand to a machine tomorrow if you could. I read every one.
Sammy
P.S. Don't worry, the nostalgia reels and these letters aren't going anywhere. If anything, this is me trying to make sure the human stuff gets more room, not less.