Why do so many AI initiatives deliver impressive adoption rates — yet fail to create lasting business impact? Senior Communication Leaders know the answer: adoption is not transformation. Real change happens when technology, people, and strategy align in service of measurable outcomes.
In this episode, I explore the critical shift from AI adoption to AI orchestration — and why Communication Leaders are uniquely positioned to lead it. Drawing on real-world examples and strategic frameworks, we examine how to move beyond tool rollout and into the territory of sustained performance improvement.
This episode builds on insights from my latest booklet, “From AI Adoption to AI Impact” — a guide for senior leaders navigating the complexity of AI-enabled transformation.
What you’ll gain:
- How to reframe AI success from usage metrics to business outcomes
- The leadership behaviors that accelerate orchestration over adoption
- A practical lens for measuring transformation ROI in Communication functions
At FocusFirst, we help senior leaders in Group Functions translate strategy into measurable transformation — faster, clearer, and with lasting impact.
To download the full booklet send a message with “Playbook.” to podcast@focusfirst.com
About the Host:
René Esteban is Founder and CEO of FocusFirst. As a former senior leader in a Fortune 500, he found that too many transformation projects take too long, waste money, and annoy key stakeholders – and that there must be a way to accelerate business transformations sustainably. Today, this belief unites an international FocusFirst team consisting of former top executives and subject matter experts. He is an international keynote speaker, author and senior advisor for top executives to achieve challenging goals and accelerate complex transformations.
About FocusFirst:
FocusFirst is a boutique consulting firm for transformation & strategic change projects. Group Functions Leaders work with FocusFirst to develop organisations, structure & accelerate transformations. FocusFirst works with leading Fortune 500 companies such as Merck, Novartis, E.ON, BASF, as well as established mid-sized companies.
We are the specialised firm in the industry that combines former top executives and an award-winning method to accelerate transformations. This unique “double helix” of capabilities equips us to help our customers deliver results faster against demanding business goals.
