The Tides Are Changing: What Apple’s Change Model Can Teach Us About AI

Picture this: You’re standing on a tropical island, enjoying the warm sand between your toes, when someone points to another island across the water. That island represents change—new opportunities, new innovations, new ways of doing things.

Some people waste no time. They jump right in—these are the Swimmers, the early adopters. They don’t hesitate; they start paddling toward the future, confident in their ability to reach the next big thing. But there’s one small problem…

Sharks.

That’s when the Shark Spotters come in. From the shore, they frantically yell, “WAIT! What about the sharks?! Have you even thought this through? Did you bring a life jacket? What if the tide sweeps you away? Did you at least put on SPF 50?!” Shark Spotters are the cautious ones, the ones who see potential dangers before anyone else. They spend so much time analyzing risks and playing the “what if” game that they struggle to leave the safety of their island.

Then we have the Flag Pole Holders—the traditionalists. They plant their feet firmly in the sand, arms crossed. “Why do we even need to go to a new island?” they ask. “This island is just fine! We have everything we need right here. New islands are overrated.” They provide stability and remind people of what works—but sometimes, they resist moving forward altogether.

And finally, the Lifeguards. They don’t necessarily swim first, and they don’t sound the alarm at every potential threat. Instead, they offer guidance and support. They help others navigate the waters of change, making sure no one drowns in uncertainty.

So, who’s right?

The truth is, we need all of them. Swimmers push forward, Shark Spotters keep us from reckless mistakes, Flag Pole Holders remind us of our core values, and Lifeguards ensure we make it safely to the other side.

And right now? We’re all on an island looking toward the next big shift—AI. Some are already swimming, some are spotting risks, and some are wondering why we even need to go there. But the reality is, we all play a role in navigating change. Whether you’re ready to dive in or standing firm on the shore, we need you.

So… which one are you?

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