Mark | DigitallyNative.io

Porsche just signed a $1.5 billion, five-year contract to get AI deployed across the entire company, and they sold their own consulting firm to the company they hired. Porsche had 4,500 of its own consultants who already knew every workflow in the building, and they STILL paid an outside firm $1.5 billion to do the AI work. An interesting piece to this that most don't know, Porsche owns an IT consulting firm. It's called MHP, short for Mieschke Hofmann und Partner. Porsche founded it in 1996, it did €742 million in revenue last year, and its main job for the last 30 years has been running technology and transformation projects inside Porsche. They sold MHP to Tata Consultancy Services for €320 million and signed TCS to run the whole thing: A dedicated AI center built just for Porsche, rolling AI into engineering, manufacturing, operations, and customer experience over five years. Add it to the list. Anthropic launched Ode with Blackstone and Goldman. Amazon put a billion into forward deployed engineers. Starbucks is building its own software. Now a car company that owned its own consulting firm is paying $1.5B for someone else to come in and implement. The lesson people are going to take from this is wrong though. They'll see the number and think AI consulting means selling a model or a chatbot to a big logo. Porsche didn't need help getting access to AI. What they paid for is people who'll sit inside the operation, map how the work actually gets done, cut what shouldn't exist, and build the systems that make AI stick. That's essentially what we do at Boom for companies doing $2M to $100M, at a fraction of that price. Same problem, same playbook. They just can't call a company like TCS or Ode. There's a version of this deal sitting inside every mid-sized company in the country right now, and almost none of them can afford the firm Porsche hired. This will go on for the next several years. Your job is to position yourself and help as many companies as possible facilitate that process.