You're going to fund AI anyway.
Would it be a strategic bet or an expensive mistake?
Most executives learn the difference after six figures and months—not because they made bad decisions, but because AI fails in ways that traditional experience doesn't prepare you for.
You could learn it in a day.
Late February 2026
Funding and Killing AI Initiatives
A workshop for executives who make AI funding calls.
3 hours. One €120K case study. Patterns. The questions that expose them.
What I Saw From Inside
I spent 7 years inside AI teams. The excitement was real — talented people, cutting-edge technology, ambitious goals. I believed in what we were building.
A lot of it didn't go anywhere.
In ways that looked like work. Teams burning hours making promising ideas work — ideas that should never have started. Impressive demos, confident voices.
AI that never shipped. AI that shipped, changed nothing — then funded again. And again. And somehow, no one pulled the plug.
The signals are in every pitch and status update you've ever seen. They just sound like progress until you know what you're listening for.
I saw it repeat. Different teams, different leaders, same story. Good money burned. Good people's time wasted.
That imbalance drives everything I do. This workshop is where I start.
Three Questions That Separate
P&L Movers From Roadmap Theater
They're not magic — straightforward discipline.
Valuable?
A real problem worth the AI cost — or chasing trends?
Feasible?
Evidence your team and data can deliver — or hiding behind "we're confident"?
Shippable?
Clear path to users AND sustainable operations — or "ship and pray"?
Easy to checkbox. Harder to use. That's the workshop.
The Dangerous Part
When "we need AI" enters the room, it's easy to assume every answer is "yes."
Valuable? "Yes — it's obvious this needs AI."
Feasible? "Yes — modern LLMs can handle this."
Shippable? "Yes — we'll ship in 6 months."
None of those are answers. They're assumptions.
The kind of questions that expose them — or build real confidence:
→ "What simpler approaches failed — that made AI the answer?"
→ "What edge cases did you find when you tested on our data?"
→ "What's between here and users actually using this?"
You Won't Eliminate AI Risk
Some projects will still fail.
But you'll see what shouldn't be funded —
and catch what's failing early.
When killing is cheap — not late, when it's not.
You'll know what questions to ask —
and what bullshit not to accept.
Who This Is Actually For
You're already funding AI
- You've watched impressive demos go nowhere
- You've felt something's off but couldn't articulate why
- You're tired of "nobody could have predicted" surprises
You're about to start funding AI
- Competitors are moving, the board is asking
- You'd rather learn this at €0 than €120K
Not For You If
- You want technical AI training
- You want a strategy deck for the board
- You're looking for "how to win at AI"
Some lessons cost €100K.
This one costs 3 hours.
Free Workshop — Late February 2026
Funding and Killing AI Initiatives·3 Spots
Dissect the €120K case study —
where it broke, why, and how you'd catch it.
✓ Executive Guide — questions, red flags, kill triggers
✓ Quick Reference (2 pages) — for when you're in the room
Live — same workshop, two locations:
Utrecht, Netherlands · Nicosia, Cyprus
Reserve Your Spot
or email directly: workshop@toughlove.works
I reply to everyone personally.
Why free?
First run. You get the full workshop free. I get feedback to sharpen the delivery.