How Entrepreneurs Can Compete in the Age of AI: Henrik Werdelin & Nicholas Thorne on Their New Book Me, My Customer and AI

In a shift from the usual format, Henrik Werdelin steps into the guest seat—alongside Nicholas Thorne—for a live conversation with Jeremy Utley about their new book Me, My Customer, and AI. They explore what it takes for entrepreneurs to compete in the age of AI — from redefining resourcefulness to thinking like founders, even inside a job.

The discussion dives into the book’s central frameworks, including the Five Ps (powers, passions, possessions, positions, and potentials) and the “it sucks that…” approach to identifying real problems worth solving. Along the way, they reflect on how AI is changing the leap from idea to execution, why more people may need to think entrepreneurially, and the shift from operating to orchestrating.

They also share lessons from the writing process itself—how they tried to use AI, where it fell short, and why Me, My Customer, and AI ends when it does.

This episode isn’t just about launching a book. It’s about rediscovering agency, and the questions we all need to ask when starting something new.

Key Takeaways: 

• This isn’t a book about AI—it’s a book about you.
  Henrik and Nicholas share how the real questions emerging from AI are deeply human ones. The book focuses first on self-understanding, then on the customer, with AI as the third piece—not the center.
• The Five Ps framework helps you figure out what to build—and why.
  Powers, passions, possessions, positions, and potentials offer a structured way to explore personal founder-market fit. It’s a tool for generating ideas, but also for stress-testing them.
• Real problems often hide in plain sight—it just sucks that no one’s solved them.
  Using the phrase “it sucks that…” makes it easier to spot problems worth solving. It’s simple, emotional, and sharp enough to cut through vague ideas and find what really matters to people.
• Entrepreneurial thinking isn’t just for founders anymore.
  In a world shaped by AI agents and fluid roles, more people will need to act like entrepreneurs—taking initiative, connecting dots, and orchestrating rather than operating.

Book site: Me, My Customer and AI - The New Rules of Entrepreneurship
Buy the book: Amazon.com: Me, My Customer, and AI: The New Rules of Entrepreneurship
Audos: Audos
Audos Instagram: Direct • Instagram 
Nicholas LinkedIn: Nicholas Thorne | LinkedIn

00:00 Intro: The Human Questions Behind AI
00:37 Personal Reflections on AI
01:26 The Book’s Unique Perspective
02:55 AI and Human Resourcefulness
05:46 Entrepreneurship in the AI Era
13:05 The Five Ps Framework
23:53 Identifying Real Problems
25:39 Why Identifying and Reframing Problems Matters
26:27 The Concept of “It Sucks That”
27:23 Historical Context and Practical Applications
28:22 The Role of Language in Problem-Solving
29:43 AI’s Influence on Writing and Creativity
31:47 Challenges and Limitations of AI in Writing
35:38 The Future of AI in Creative Processes
43:30 Entrepreneurial Skills for the Modern Era
48:26 Audience Interaction and Final Thoughts

📜 Read the transcript for this episode: Transcript of How Entrepreneurs Can Compete in the Age of AI: Henrik Werdelin & Nicholas Thorne on Their New Book Me, My Customer and AI

 

For more prompts, tips, and AI tools. Check out our website: https://www.beyondtheprompt.ai/ or follow Jeremy or Henrik on Linkedin:

Henrik: https://www.linkedin.com/in/werdelin
Jeremy: https://www.linkedin.com/in/jeremyutley

 

Show edited by Emma Cecilie Jensen.