Finding Opportunity in Chaos
This morning, as I was reading The Art of War, I came across this quote: “In the midst of chaos, there is also opportunity.” It made me think about the wild and rapid changes artificial intelligence is bringing to nearly every industry. For small businesses, AI is shaking up the way we work—changing how we market, how we interact with customers, and even how we think about our long-term strategies.
For some, these changes can feel overwhelming. Others see AI as a chance to innovate. For some of us, it feels like both, depending on the day or the hour. Either way, it’s important to remember that chaos isn’t just a threat—it’s a moment to step back, reevaluate, and find ways to adapt that fit your business and your strengths.
Here’s what I’m thinking:
Finding Focus Amid AI Disruption
Change can create uncertainty, but it can also encourage business owners to think differently. Strong leadership helps teams stay calm and look for opportunities in moments of upheaval.
Example: Maple Valley Inn experienced a drop in bookings when travel apps powered by AI began promoting chain hotels. Rather than reacting in frustration, the innkeeper gathered the team to explore how they could compete on what made them special. They developed curated guest packages featuring local experiences—such as guided nature walks and exclusive farm-to-table dinners. These offerings highlighted personal connections that AI-driven recommendations couldn’t replicate (at least not yet). Over time, these packages increased direct bookings by 20%.
Key Insight: Uncertainty often leads to creativity. By focusing on your strengths, you can find opportunities that others may overlook.
Challenge: Schedule a meeting with your team this week to discuss how AI is affecting your industry. Identify one area of uncertainty and brainstorm a solution that leverages what your business does best.
Creating a Human-Centered Marketing Strategy
AI is changing the way customers find businesses. From search engines to personalized recommendations, small businesses must find ways to stand out in a crowded digital space.
Example: Maple Valley Inn refreshed its online presence to stay relevant in AI-driven search results. They optimized their website with local stories and seasonal content, like blog posts about nearby festivals or Instagram posts of their homemade breakfasts. These updates appealed to both AI algorithms and travelers searching for an authentic experience, improving the inn’s visibility and attracting guests who valued its personal touch.
Key Insight: AI may dominate customer discovery, but businesses that highlight their individuality can still attract the right audience.
Challenge: Review your website and social media this week. Add content that reflects your business’s unique qualities, like staff stories, local partnerships, or community involvement.
Using AI Without Losing Your Personal Touch
One of the best things about AI is that it can simplify repetitive tasks, freeing up time to focus on connecting with customers. The key is deciding where automation fits into your business without sacrificing its humanity.
Example: Poppy’s Pastries introduced AI-powered software to forecast inventory needs, helping the bakery avoid running out of popular items. This freed up staff to experiment with new recipes and create personal experiences for customers, like surprising regulars with samples of upcoming menu items. The efficiency from AI supported—not replaced—the relationships that kept customers coming back.
Key Insight: Technology can enhance your operations, but the value of human connection should never be underestimated.
Challenge: Identify one repetitive task in your business, like managing appointments or answering FAQs, that AI could help with. Use the time saved to add a personal touch elsewhere, like direct customer interactions.
Building Trust with Technology and Personalization
AI may provide convenience, but customers still value businesses that go the extra mile to make them feel seen and appreciated.
Example: Maple Valley Inn implemented an AI chatbot to handle basic guest inquiries, such as room availability and directions. To balance this automation, they added personal touches, like handwritten thank-you notes at checkout. This combination of quick, automated responses and thoughtful personal touches reinforced their commitment to customer care. Guests appreciated the convenience of the chatbot and the warmth of the thank-you notes, resulting in glowing reviews and repeat bookings.
Key Insight: Customers may embrace automation for efficiency, but they remember businesses that make them feel valued.
Challenge: Look at your customer interactions and find one way to add a personal element. Whether it’s a note, a call, or a face-to-face conversation, small gestures go a long way in building loyalty.
Rethinking Business Models for an AI-Driven Future
AI disruption doesn’t just create challenges—it can also highlight areas of your business that need change. As painful as it sometimes is, adapting to this disruption often opens the doors to growth.
Example: Maple Valley Inn noticed that more guests were booking shorter, last-minute stays—a trend driven by AI-powered travel tools promoting flexible options. To adapt, they introduced “quick getaway” packages with flexible check-ins, discounted rates for weekday stays, and simple add-ons like picnic baskets or spa discounts. This new model allowed them to meet changing customer expectations while maintaining their commitment to personal service.
Key Insight: Adapting to shifts in customer behavior driven by AI can open up new opportunities for growth without abandoning what makes your business special.
Challenge: Think about one way AI is changing your customers’ behavior. How can you adjust your offerings to better meet their expectations?
Your Next Steps: Turning Chaos into Opportunity
“In the midst of chaos, there is also opportunity.” — Sun Tzu
At least for now, success in the age of AI comes from being prepared to act with intention. Whether it’s leveraging AI for efficiency, strengthening personal connections, or adapting to new customer behaviors, the key is to approach the chaos with clarity and focus.
Here’s what to do next:
- Identify one area of your business where AI is causing disruption. Is it marketing? Customer expectations? Internal processes? Choose a single focus and consider how you might adapt or respond.
- Experiment with a small change or test. Whether it’s creating AI-optimized content, using AI for repetitive tasks, or enhancing your human touch, start with a manageable adjustment and track its impact.
- Engage your team in finding solutions. Discuss how AI might be reshaping your industry and brainstorm ways to strengthen what sets your business apart. Choose one idea to implement and evaluate its results.
Great businesses don’t wait for the chaos to settle—they act strategically, balancing preparation with experimentation. By focusing on what you can control and leaning into your strengths, you’ll be better positioned to navigate the challenges and opportunities that AI brings.
Am I saying everything is fine and there’s nothing to worry about? Absolutely not. AI is already affecting businesses and customers, and if it hasn’t touched yours yet, it likely will soon. But since none of us can predict the future, the best we can do is focus on what’s right in front of us. For me and my clients, that means finding ways to adapt to the changes happening now and preparing thoughtfully for what’s next.
