Book 101 Review, in its fifth season, features Fergus Dyer-Smith as a distinguished guest—an accomplished Founder, CEO, Non-Executive Director, and surfer who leads teams building enterprise-grade AI products that organizations actually use. In this episode, the conversation explores the practical realities of shipping AI at scale, moving beyond hype to focus on adoption, governance, and measurable business value. Fergus shares leadership insights from the front lines of product delivery, discussing how vision, discipline, and human-centered design translate advanced technology into real-world impact, making this a compelling listen for readers and leaders navigating the future of work, innovation, and responsible AI. from Book 101 Review

Book 101 Review, in its fifth season, features Fergus Dyer-Smith as a distinguished guest—an accomplished Founder, CEO, Non-Executive Director, and surfer who leads teams building enterprise-grade AI products that organizations actually use. In this episode, the conversation explores the practical realities of shipping AI at scale, moving beyond hype to focus on adoption, governance, and measurable business value. Fergus shares leadership insights from the front lines of product delivery, discussing how vision, discipline, and human-centered design translate advanced technology into real-world impact, making this a compelling listen for readers and leaders navigating the future of work, innovation, and responsible AI.

24 minutes Posted Jan 8, 2026 at 8:00 am.

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Fergus Dyer Smith

A CEO that ships AI products enterprise actually use - Founder / CEO / NED / Surfer

Today’s guest is Fergus Dyer-Smith, founder and CEO of MSQ Global Studios.

He’s a product-driven founder who’s built and sold multiple companies - most recently his AI company to MSQ Partners - where they are rolling out these AI tools across their global network.

Fergus isn’t an engineer - he’s a product thinker with a track record of actually getting AI adopted inside complex organisations. Before MSQ, he founded Wooshii, co-founded Envoke along with event companies, and even ran a brewery while still finding time to surf.

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