Greg Alexander's new book on how founders rebuild professional services firms for the era in which AI delivers the work and people supervise the judgment.
For decades, professional services firms grew the same way. Hire more people, serve more clients, and accept the complexity that comes with scale.
Those assumptions are breaking. AI systems now deliver significant portions of the work. People remain essential, but the job shifts from producing every output to supervising judgment, quality, and accountability.
The economics change with it. Output per person rises. Revenue grows without proportional increases in labor. Cost to serve becomes a design variable rather than a fixed constraint. That firm has a name, and this book is the blueprint for building one.
Each era brings a different operating logic, rewards a different firm design, and makes a set of old assumptions obsolete.
Expertise lives almost entirely in human beings. Revenue grows with people. So do costs and complexity. The firm gets heavier as it grows, and its value is inseparable from a few senior professionals.
Systems arrive for CRM, projects, finance, and knowledge. Firms become better run and feel modern. The production model does not change, so the ceiling moves but never disappears.
Assistants and agents produce significant portions of the work under human supervision. Growth stops depending on headcount. Profit stops depending on utilization and heroic effort.
The book opens with the AI-Native Firm Map, a one-page model of how the firm fits together as a system of roles and capabilities. It is organized as an economic story, so every essay lands somewhere you already recognize.
Written for founders and executives of firms between $5M and $50M in revenue. If you want to increase output without adding headcount in lockstep, improve margin by redesigning cost structure, reduce how much the firm depends on you, and end up with something a buyer will actually pay for, this book is the design manual.
Greg founded SBI, scaled it into a market leader, and sold it for $162 million. Since then he has helped founders generate more than $5 billion in realized and unrealized equity value by redesigning how professional services firms are built, scaled, and sold. He is the founder of Collective 54, the mastermind community for founders and executives of boutique professional services firms.
Published January 12, 2027. Retailers set their opening stock from pre-order volume, so ordering now is what makes the book easy to find in January.
Pre-order on AmazonThe 2020 book that started the conversation. A practical guide for founders growing, scaling, and eventually selling a boutique professional services firm. The frameworks in it are still in daily use across the Collective 54 membership. Available now.
Greg publishes the arguments behind the book every week in The AI-Native Firm.