Maja Hurtigh: Companies won’t die from wrong decisions – but from slow ones

OPINION: AI won’t take your job – but it will force you to make decisions faster than ever before. The real question is: who helps you think? Who do you trust, in real time?

We’re not facing a shortage of knowledge. We’re facing a shortage of access. Not to information, but to the right human at the right moment.

LinkedIn has made the world transparent – but also overwhelming. Consulting has professionalised expertise – but also made it slow, expensive and often inaccessible.

Today, companies operate in a reality where decisions must be made in days, not months. There’s no time to “find the right contact”, write a briefing, wait for a proposal or schedule a board meeting next quarter.

AI will be your driver. But you’ll need a human to advise you.

Strategic guidance is no longer a luxury. It’s a survival tool.

I’ve spent over a decade working in strategy, communications and business and organisational development. And what I see now is clear: The companies that will survive the 2020s won’t be those with all the answers. They’ll be the ones who know who to ask – and when.

That’s why I’ve built Advisory on demand – a platform where businesses are matched with hand-picked advisors in a way that’s fast, honest and human.

Not to replace systems – but to accelerate what we already know: That the best support comes not from a pitch deck, but from a conversation. Not from an ad, but from experience.

It’s no longer about finding the best person for the job. It’s about finding the best person for this decision – right now.

The companies that continue to structure themselves as if the future is predictable won’t exist by 2030. But those who build relationships, insight circles and trust – on demand – won’t just survive. They’ll lead.

Insight by Maja Hurtigh, Strategic Advisor & Founder of Advisory on demand

Want to know more about Advisory on demand?

Reach out to maja[at]hurtigh.se – for a conversation about the future of expertise.