"People are trying to hold back the wave. The only thing you can really do is learn to ride it"With every new hype cycle, the noise gets louder. But Adam Harding believes the best teams don't chase trends - they build filters.In this episode of the XTech podcast, Adam joins Debbie Forster MBE to explore how Softcat is helping clients move from AI curiosity to AI clarity. From cultural alignment and clean data to decision principles that cut through the noise, it's about staying focused on what works.The conversation dives into the thinking behind Softcat's first-ever acquisition, the role of creativity in a world driven by automation, and how to stay grounded in a time of exponential change.Because building for the future isn't about doing more - it's about know what's worth doing.

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