Some conversations arrive exactly when they’re needed. This is one of them. In this episode, I sit down with Ryan Edwards, my friend and the co-founder of Camino5, for a conversation that’s been years in the making. Ryan and I first met at one of my live events in Los Angeles, and ever since, he’s been one of those people who quietly shifts how I see the business landscape. He has a rare vantage point: deep experience working with startups, global brands, and billion-dollar companies, and the pattern recognition that comes with it. Ryan’s work centers on white space strategy... finding the overlooked opportunities where real growth lives, and there couldn’t be a more relevant moment for this conversation. The pace of change has accelerated dramatically, especially with the rise of AI, and many leaders are trying to move faster without losing control. This episode exists because the rules of business strategy have changed faster in the last year than they did in the previous decade. And most leaders haven’t recalibrated yet. What we explore here isn’t fear-based. It’s grounded, optimistic, and practical. Three Operating Principles from This Conversation 1. White space is now dynamic, not static White space used to be analyzed every 18 months. Today, Ryan is seeing strategy cycles compress to quarterly—or even monthly—reviews. Not because leaders love churn, but because technology and culture are moving too fast for set-and-forget thinking. White space isn’t always a massive blue ocean. More often, it’s a small, highly specific intersection of your value proposition, your customer’s real needs, and what you can actually execute well, right now. 2. AI works best when it supports judgment — not when it replaces it Ryan offers one of the clearest, most useful frames I’ve heard for AI and small business: Don’t ask AI for big, sweeping answers. Ask it a series of small questions you can common-sense check, and let those answers ladder up. This takes longer. It requires thinking. And it keeps humans in the loop. That matters because for a small business, one AI mistake isn’t annoying; it’s expensive. One missed email, one misrouted opportunity, one wrong automation can cost real money. Interestingly, Ryan is also seeing large corporations pull back from “AI everywhere” toward controlled automation and fixed workflows. The lesson? We’re not at the point where we can responsibly turn everything over, and pretending we are is risky. 3. Community is now a strategic advantage Ryan makes a compelling case that small business owners should be in their local business community at least once every two weeks, not to network performatively, but to gut-check reality, compare notes, and stay human. Some of the most valuable insights right now are coming from people with just a few years of experience, because they’re in it, learning fast, and willing to share what’s actually working. You never stop learning. And you don’t need decades of experience to contribute. You just need a clear point of view and an open mind. The Bigger Picture Despite uncertainty, Ryan is seeing more optimism in business than he has in years. Not blind optimism, earned optimism. As he puts it, we have more control than we realized last year. But control only matters if we use it. This is a conversation about: Staying human in an increasingly automated world Using powerful tools wisely instead of stupidly Showing up—locally, imperfectly, consistently—for the world we want to create We’re the ones we’ve been waiting for. Connect with Ryan Edwards Camino Five: camino5.com Ryan Edwards on LinkedIn: linkedin.com/in/ryanedwards Connect with John Bates johnbates.com executivespeakingsuccess.com livelikealeader.show This episode makes no difference without you. If you enjoyed the show, please leave a five-star rating and share it with someone who’s navigating leadership, strategy, or AI right now. That’s how we learn from — and support — each other on the journey. Thank you! ----- Ryan Edwards is the co-founder of Camino5, a strategy consultancy built on a simple belief: insights create strategy and strategy creates growth. With more than 15 years of experience across digital, brand, and customer experience, Ryan’s career began in web design and programming before evolving into creative and CX leadership roles. Over the last decade, his work has focused on understanding how people actually engage with brands across platforms, moments, and decisions, turning that understanding into strategies that move businesses forward. At Camino5, Ryan leads work through Paired Perspective™, the firm’s approach to connecting customer behavior across a fragmented landscape. The goal isn’t channel optimization in isolation, but strategic clarity that enables speed, alignment, and action. Ryan has partnered with global brands including Disney, P&G, NBCUniversal, Unilever, Chase, Nike, and Kaiser Permanente, as well as high-growth startups and emerging category leaders. His work has supported multiple unicorns, driven category-defining launches, and contributed to research that led to $20M-per-month business turnarounds. Ryan works with companies that believe strategy should create momentum and that growth starts with seeing the customer clearly. -------- John Bates provides 1:1 Executive Communications Coaching, both in-person and online. He also gets 92+ Net Promoter Scores for his large and small group leadership development trainings at organizations like Johnson & Johnson, NASA, Google, Intuit, Boston Scientific, and many more. Find more at https://executivespeakingsuccess.com. Sign up for his weekly micro-trainings for free at https://johnbates.com/mini-trainings and create a great leadership communications habit that makes you the kind of leader who inspires trust, loyalty, and connection.
