In two weeks, McKinsey releases the second edition of Rewired: The McKinsey Playbook on How Leading Companies Win with Technology and AI. Co-authored by QuantumBlack leaders and McKinsey AI veterans, it's an expanded guide built on six enterprise capabilities: C-suite roadmapping, talent building, agile operating models, distributed tech platforms, embedded data, and disciplined scaling/adoption.

The book promises fresh insights on agentic workflows, the new economics of Tech & AI transformations, and industrializing AI safely at scale. If you're leading digital or AI change in a Benelux enterprise - especially in revenue-critical stacks like Adobe Marketo Engage, Salesforce, or Microsoft Dynamics - this is must-read executive material.

But here's the crucial question most playbooks (including Rewired) answer only implicitly:

Once you've rewired the organization… where does the durable, defensible economic value from AI actually accumulate?

That's where the Value Gravity Model comes in.

The Value Gravity Model: Where AI Innovation Meets Enterprise Reality

AI capability explodes at the top: copilots, generative tools, autonomous agents - innovation velocity is highest here, but commoditization follows almost immediately.

Value doesn't stay up there. It gravitates downward - pulled through context orchestration (APIs, workflow engines, integrations, decision logic) and into the wide, governed base: your CRM platforms, CDPs, identity systems, data warehouses, security policies.

Why the pull?

• Switching costs skyrocket at the bottom - your Salesforce or Adobe Marketo estate is embedded in revenue processes, compliance, and board-level risk.
• Raw AI is abundant and cheap; enterprise context (orchestrated, governed, auditable) remains scarce and sticky.
• As agentic AI scales, the real differentiator isn't the latest model - it's the governed foundation that makes agents reliable, compliant, and measurable.

Three Predictions for Enterprise Leaders in 2026-2028

1. Platforms become AI's orchestration spine Enterprise systems (not replaced by agents) evolve into the stable, governed layer agents plug into. Winners own the context plane, not just the shiny tools.
2. Governance shifts from cost to accelerator With EU AI Act timelines solidifying (high-risk rules likely late 2027/2028), proactive data/identity/policy governance becomes a speed-and-risk advantage - especially in regulated B2B sectors.
3. Ecosystem depth beats isolated features Hybrid stacks win when orchestrated well. A great copilot means little without deep integration into your revenue architecture.

Early signals are everywhere: Adobe's platform evolution, Salesforce's agentic push, and governance lessons from incidents like the Odido Salesforce breach show value concentrates where defensibility lives.

How This Applies to Your Commercial Stack Today

If your AI investments are mostly top-layer experiments (pilots that look impressive but don't scale compliantly), you're not capturing gravity. The real ROI hides in the base: measurable activation, error containment, audit trails, cost-per-compliant-outcome.

That's the gap the Value Gravity Model closes - an economic lens that complements execution frameworks like Rewired.

Ready to Map Your Stack?

I created the Value Gravity Scan specifically for enterprise B2B leaders in the Benelux/EU: a focused 2–3 week virtual diagnostic.

What you get:

• Current-state pyramid mapping of your AI spend and architecture
• Identification of gravity leaks (ungoverned context, siloed pilots)
• Prioritized governed workflows in your commercial domain (e.g., buying-group pipelines, martech orchestration)
• Board-ready one-pager: switching costs, budget ownership, procurement defensibility
• 90-day roadmap anchored on foundations + adoption metrics

No endless workshops - just strategic clarity to guide your next investments in Adobe, Salesforce, or hybrid ecosystems.

Interested? DM me on LinkedIn, or start a conversation here with "Gravity Scan" - I'll send the one-pager overview immediately.