Welcome to the Impossible Brief!
Most AI content is about what’s possible. We write about what’s hard.
We’re CASSETTE, an AI-first consultancy that spends most of our time in the messy gap between pilots that work and systems that actually ship to production. That gap is where the real work happens: the integration nightmares, the organisational resistance, the technical debt nobody saw coming, the leadership decisions that don’t fit in a framework.
This Substack is where we make sense of it. We write about enterprise AI implementation and adoption—not the glossy case studies, but the actual collisions between technical capability and organisational reality. Why do 88% of pilots fail? What separates the companies closing the gap from those stuck in limbo? What does it take to lead when technology moves faster than culture can adapt?
If you’re a CTO, CMO, or operator trying to move AI from PowerPoint to production, you’ve probably lived through some version of the impossible brief: a challenge that looks simple on paper but turns out to require rethinking how work gets done. That’s what we’re here to explore.
Subscribe if you want the truth about what it actually takes to ship AI at enterprise scale.
