The 10/20/70 Rule: The Real Road to Generative AI Impact - From Hype to Measurable Results
Generative AI (GenAI) has been hailed as the technology that will revolutionize industries, promising massive efficiency gains, cost reductions, and new revenue streams. According to a BCG survey, many organizations, after months of investment, find themselves falling short of these lofty expectations. The excitement that followed early pilots and tools like ChatGPT and Microsoft Copilot has begun to wear thin, with 66% of executives reporting dissatisfaction with their company’s GenAI progress.
It is not that the potential of GenAI is overblown—quite the opposite. GenAI has the power to generate ROI of 10x to 15x within just a few years, if implemented correctly. But most businesses fail to achieve this because they focus too much on technology and too little on structured processes, value alignment, and accountability.
So, what does it take to turn GenAI from a novelty into a true economic driver?
Why GenAI Projects Fail to Deliver
Many organizations fall into the trap of viewing GenAI as another technology rollout, relying on a series of pilot projects without a clear roadmap for scalability and impact. These early-stage pilots often focus on isolated functions—marketing, customer service, or supply chain—without considering how GenAI integrates with the broader organization.
The problem is that without a structured approach to scaling and value creation, companies get stuck in what BCG calls the “GenAI Illusion”—where early wins create excitement but lack tangible, long-term business impact.
The Root Cause of GenAI Underperformance:
Lack of clear value objectives: Many companies kick off GenAI initiatives without defining clear Earnings Before Interest and Taxes (EBIT) goals.
Isolated pilots that do not scale: GenAI projects are often run in silos, preventing broader impact across the enterprise.
Poor user adoption: Employees are not trained or engaged, leading to poor integration into workflows.
Celebrating too early: Initial wins can create complacency, but without ongoing measurement and accountability, these gains evaporate.
The Four Steps to Achieving Real GenAI Impact
To break through the “illusion” and deliver lasting business results, companies need a structured approach that combines technology, process, and people. BCG has identified a four-stage roadmap—the “GenAI Stairway”—that businesses must navigate to achieve measurable impact.
1. Illusionist: The Early Promise
The first step in the GenAI journey is often marked by optimism. Companies are excited about the potential of tools like ChatGPT, which promise efficiency gains across functions. But many of these pilots are launched without a defined strategy for scaling or integration. In this stage, the benefits of GenAI remain largely illusory—companies may see pockets of success, but the broader organization remains untouched.
The key issue: Without cross-functional alignment and enterprise-wide vision, these initiatives struggle to deliver measurable results.
2. Theorist: Struggling to Scale
As organizations attempt to scale GenAI, they run into common roadblocks—chiefly, low user adoption and integration issues. Employees often lack the training or understanding necessary to incorporate GenAI into their daily workflows. What’s more, businesses often neglect to invest in the change management required to drive real adoption.
The solution: Companies must prioritize employee engagement, training, and user adoption if they want GenAI to deliver its full potential. Without this, the technology becomes an unused asset, sitting on the shelf instead of transforming operations.
3. Showman: Mastering People and Process
The real challenge begins when companies attempt to scale GenAI beyond pilots. Leading organizations use the 10/20/70 rule—they dedicate 10% of resources to algorithms, 20% to technology, and 70% to process and people. In this stage, companies focus on holistic process redesign and workflow improvements, achieving real efficiency gains.
However, while the “Showman” stage is a crucial milestone, it’s easy to celebrate too soon. The efficiency gains seen at this point tend to fade over time as employees revert to old habits or as new tasks fill the space created by productivity improvements.
The takeaway: It’s important not to lose momentum here. This is a pivotal stage, but the ultimate goal is still ahead.
4. Money Maker: Translating Efficiency into Profit
The final step is where real, sustained value is created. To become a true “GenAI Money Maker,” organizations must establish clear links between efficiency gains and financial performance. This involves setting measurable EBIT targets, creating accountability structures, and implementing transformation offices that drive value creation at every level.
GenAI has the power to generate ROI of 10x to 15x within just a few years, if implemented correctly.
However, most businesses fail to achieve this because they focus too much on technology and too little on structured processes, value alignment, and accountability.
How to Get GenAI Right from the Start
If you’re still navigating the early stages of GenAI implementation or struggling to see meaningful results, here are five practical steps to ensure your efforts drive real value:
Set Clear, Measurable EBIT Goals
Begin with the end in mind. Define specific EBIT targets that align with your company’s broader financial objectives. Without clear goals, your GenAI initiative will lack direction and accountability.Prioritize High-Value Use Cases
Don’t try to tackle everything at once. Focus on high-impact areas where GenAI can make the most difference—whether it’s automating supply chain processes, streamlining marketing efforts, or enhancing customer experience.Invest in Training and Change Management
Technology is only as effective as the people who use it. Ensure your teams are well-trained and that your organization invests in the cultural and operational changes necessary to integrate GenAI into daily workflows.Establish a GenAI Transformation Office
A transformation office serves as a central hub for GenAI strategy, tracking progress, managing roadblocks, and holding leaders accountable for delivering measurable results.Stay Focused on the Bottom Line
Remember, efficiency gains must translate to measurable improvements in your P&L. Regularly revisit your financial goals, track progress, and adjust your strategy to keep your GenAI efforts aligned with profit growth.
From Illusion to Impact
The potential of GenAI is undeniable, but realizing its full value requires more than just technology—it demands clear objectives, structured processes, and a focus on people. At Fiduc-IA Corp, we specialize in helping Family Offices and Trust companies navigate the complexities of GenAI implementation, ensuring that your efforts lead to real, bottom-line results.
If you are ready to move beyond the GenAI illusion and start achieving real financial impact, schedule a call with us today at https://calendly.com/fiduc-ia/fiduc-ia or contact us at https://www.fiduciacorp.com/contact.
Let’s turn your GenAI ambitions into measurable results that matter.
