Culture eats strategy for lunch, and on this episode it eats your AI roadmap too. Sid Atkinson sits down with Mathias Vercauteren to make the case that data is the fourth production factor, AI is the fifth, and most companies are managing both with a fraction of the rigor they apply to money and people. They get into why Amazon runs circles around competitors who sit on far more data, how shadow AI quietly outgrew the old BYOD headache, and what the EU AI Act signals for everyone operating outside Europe. Mathias also lays out where to actually begin on Tuesday morning, and the answer is refreshingly unglamorous: start counting what you've got.