Porsche just signed a $1.5 billion, five-year contract to get AI deployed across the entire company, and they sold their own consulting firm to the company they hired. Porsche had 4,500 of its own consultants who already knew every workflow in the building, and they STILL paid an outside firm $1.5 billion to do the AI work. An interesting piece to this that most don't know, Porsche owns an IT consulting firm. It's called MHP, short for Mieschke Hofmann und Partner. Porsche founded it in 1996, it did €742 million in revenue last year, and its main job for the last 30 years has been running technology and transformation projects inside Porsche. They sold MHP to Tata Consultancy Services for €320 million and signed TCS to run the whole thing: A dedicated AI center built just for Porsche, rolling AI into engineering, manufacturing, operations, and customer experience over five years. Add it to the list. Anthropic launched Ode with Blackstone and Goldman. Amazon put a billion into forward deployed engineers. Starbucks is building its own software. Now a car company that owned its own consulting firm is paying $1.5B for someone else to come in and implement. The lesson people are going to take from this is wrong though. They'll see the number and think AI consulting means selling a model or a chatbot to a big logo. Porsche didn't need help getting access to AI. What they paid for is people who'll sit inside the operation, map how the work actually gets done, cut what shouldn't exist, and build the systems that make AI stick. That's essentially what we do at Boom for companies doing $2M to $100M, at a fraction of that price. Same problem, same playbook. They just can't call a company like TCS or Ode. There's a version of this deal sitting inside every mid-sized company in the country right now, and almost none of them can afford the firm Porsche hired. This will go on for the next several years. Your job is to position yourself and help as many companies as possible facilitate that process.

Spent an hour yesterday with a VP of Product at a SaaS company. 17 years in tech. Works with some of the biggest enterprise brands in the world. He told me every customer meeting goes the same way now. They ask about AI. He shows them a few basic agents his team could build. And the response is always some version of "how do we even start with this?" Then comes the follow up: "can you come on site next week and walk us through it?" The interesting part is that his company isn't even an AI company. Their core business is managing enterprise data. But because they already run their clients' data, the trust is already there. So when these companies decide to implement AI, they don't go shopping for an AI vendor. They turn to the provider they already trust. Half the battle was won before AI was ever mentioned. These are companies with 9 figure budgets and full engineering teams. They're essentially begging trusted partners to fly out and implement AI for them. This is just another example of the state of the market right now. The demand for AI implementation is the biggest I've seen in 4 years of doing this. But unfortunately a big part of all of this gets glossed over on this side of X. The building is maybe 30% of the job. The other 70% is process. Running real discovery. Managing the client relationship. Scoping so you don't lose money. Delivering results the client can point to. Providing actual value. That's how trust gets built. And in this market, trust is what wins the work. How you position yourself, how you run your process, how you deliver. All of it compounds into being the one they call. Anyone can stack a few automations together and call it an agency. The ones still standing in 3 years will be the ones who ran it like a real business. Companies are asking. The demand is so big you can practically stumble your way into winning work. Keeping it takes trust and a good process.