24 Kellogg Insight to answer these questions.’” This general approach is fairly straight - forward to adopt—but it does require something that many executives, par - ticularly those in the highest echelons of the organization, lack: the confidence to ask basic question after basic question, regardless of how naïve or ignorant it may make them feel. “People feel like it’s an Emperor’s New Clothes moment,” says Hammond. “Like, ‘if I ask the question, maybe it’s showing them that I’m not smart enough to have understood things.’ But they should not feel embarrassed about asking questions li ke t h is.” The Product Definition Comes First Leaders with technical expertise at their disposal are in an even better position to effectively use AI to solve problems. In this case, Hammond advises that execu - tives first go through the same exercise of determining the constraints around the technology that they need, but Based on insights from Kris Hammond People feel like it’s an Emperor’s New Clothes moment...but they should not feel embarrassed about asking questions. KRIS HAMMOND