As artificial intelligence reshapes industries and entrepreneurs race to scale their companies, Brett Hurt believes the biggest challenge facing business leaders is not technology. He believes it’s maintaining the culture, values, and sense of purpose that made their organizations successful in the first place.
During the latest episode of Business Trends Today, Hurt, a Serial Tech Entrepreneur, Investor, and Founder of Coremetrics, Bazaarvoice, and data.world, discusses lessons from his upcoming book, Love Conquers Fear: Humanity, AI, and the Age of Abundance for All.
AI demands more from leaders, not less
Hurt argues that humanity is entering a transformative period driven by AI, robotics, quantum computing, and other emerging technologies. While those advancements carry the potential to create unprecedented prosperity, he believes leaders must focus equally on developing people and fostering a mindset rooted in optimism rather than fear.
For business owners, Hurt notes that one consistent lesson throughout his entrepreneurial career revolves around the idea that culture is a competitive advantage.
Having built multiple high-growth companies, Hurt credits much of his success to assembling teams passionate about the company’s mission and committed to integrity. He emphasizes that culture does not happen accidentally; rather, leaders must discuss it intentionally, reinforce it consistently, and make it a priority alongside strategy and execution.
That commitment, says Hurt, becomes especially important as organizations grow. Additionally, Hurt recalls situations in which leadership decisions tested the company’s values, such as when high-performing executives created toxic environments. In those cases, he said leaders must act decisively, even when difficult personnel decisions involve top performers.
“I was very transparent in the company that that type of behavior was not tolerated. And I said, look, if I didn't take action as the CEO, you might as well just rip up all the core values and throw them away because they mean nothing unless we take action.”
Lead with empathy, not just accountability
Hiring also plays a critical role in protecting company culture. Hurt encourages small business owners to conduct thorough reference checks and evaluate candidates beyond their résumés and credentials. The right people, he says, form the foundation for both performance and long-term organizational health.
Beyond business strategy, Hurt challenges leaders to embrace a broader definition of leadership centered on empathy, service, and authentic human connection. He alludes to Warren Buffett and JPMorgan Chase CEO Jamie Dimon as examples of leaders who combine accountability with genuine care for employees and customers.
“If you have that heart and soul, then naturally you’re going to prioritize things with culture.”
As AI continues to accelerate change, Hurt believes the organizations best positioned for success will prioritize people as much as technology.
The operating system of every company
Ultimately, Hurt emphasizes that culture is central to every successful company, noting that organizations built on trust, purpose, and care for people tend to outperform in ways that extend beyond financial results.
For Hurt, that philosophy sits at the heart of both entrepreneurship and his broader message that businesses can drive growth while still creating meaningful, positive impact for employees, customers, and society.
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