#28: 2x2 Framework to De-Risk AI Investments
AI is the new shiny object. Every team I work with, every conference I attend, and every sales pitch I receive has AI as the foundation.
AI is a technology. Not a problem.
But here’s the issue: AI is an enabling technology to something. Right now, it’s often a hammer looking for a nail.
I’m all in on leveraging new technology, but we’re in an era where teams are communicating technology-first instead of starting with human needs.
Many organizations now have internal mandates to “start using AI.” I even see product manager job descriptions with vague directives like: “Figure out how we can use AI in our products.”
AI isn’t the problem. The lack of critical thinking around its application is. I want to see more leaders pushing their teams to use AI… but even more importantly, pushing them to think critically about what problem they are trying to solve.
3 critical questions to ask your team
Before your team jumps into AI solutions and starts scaling, ask these three critical questions:
What are the human needs that AI can solve?
What are potential AI solutions that meet that need?
How can we test the AI solution quickly and cheaply?
Let’s go through a simple 2x2 framework that organizes these questions and helps guide your teams where to focus.
2x2 Framework for AI Decision Making
A Simple 2x2 Framework for AI Decision-Making
To guide your team in de-risking AI investments, ask two simple questions:
Is the solution known?
Is the need known?
The intersection of these two tells you what tools and mindsets to activate. If you’re familiar with human-centered design and Agile toolkits, you’ll see the overlap.
Quadrant 1: Unknown Need, Known Solution
This is where many teams find themselves—starting with an AI-driven solution but not yet sure what the actual need is.
Your goal as a leader: Push your team out of this quadrant and into deeper problem exploration.
Quadrant 2: Unknown Need, Unknown Solution
Key Question to Ask: What are the human needs that AI can solve?
Team Activities:
Engage directly with customers
Analyze existing data and insights
Align with internal teams (e.g., sales, customer success)
Frame the problem
You want clarity on the problem-to-be-solved before digging into solutions.
Quadrant 3: Known Need, Unknown Solution
Key Question to Ask: What are potential AI solutions to solve that need?
The goal here is quantity—generating a broad range of ideas before narrowing down.
Team Activities:
Run structured ideation workshops (Crazy 8s, SCAMPER, Forced Connections)
Use AI to help you think of ideas
Conduct internal co-creation sessions for early feedback with stakeholders
Prioritize ideas using Dot Voting, Impact/Effort, MoSCoW
Quadrant 4: Known Need, Known Solution
Typically, this quadrant would say Execute, Ship, Deliver, Scale. BUT—we know better.
Instead of rushing into full-scale investment, de-risk first.
Key Question to Ask: How can we test the AI solution quickly and cheaply?
Team Activities:
Build no-code/low-code prototypes (Figma, Glide, Typeform, etc. There are so many depending on what you are trying to build)
Launch landing page & fake front tests to gauge demand
Run A/B tests to get real user feedback
The goal? Quickly create an experience that customers or stakeholders can react to—before you invest heavily.
3 Critical Questions for AI Teams
If your team is already jumping into AI solutions and ready to scale without validating key questions first, challenge them with these:
What are the human needs that AI can solve?
What are potential AI solutions that meet that need?
How can we test the AI solution quickly and cheaply?
AI isn’t about using AI for AI’s sake. It’s about solving real problems in better ways. Ask better questions. Build better solutions.
Whenever you are ready, there are 4 ways my team and I can help your organization:
Sprints: Get proof an idea will work (or not) in days or weeks. Not months or years
Coaching & Training: Equip your workforce to build more customer-focused solutions
All Hands Workshops: Turn your All Hands meetings + conferences into immediate results
Ways of Working: Launch behavior change interventions before investing significant resources