[authors: Nicole Kerson and Teo Soares]
Project W recently hosted the second Founder Fundamentals webinar for program alumnae —"Leveraging AI to Do More Good Work and Less Busy Work." Led by Nicole Kerson and Collected Company, the webinar offered a fresh and practical take on how startup founders can harness AI tools to streamline operations, spark creativity, and stay focused on the work that matters most.
Nicole and Teo—former Google leaders with deep experience in AI—are passionate about helping founders get under the hood to truly understand how AI works, so it can be used effectively and responsibly. "Founders are already stretched thin," said Teo. "We want to show them how AI can take things off their plate—without taking over the work they love doing most."
They began by reframing how we think about AI. Rather than treating it as a mysterious force or magical fix, Nicole and Teo encouraged attendees to see AI tools as "the intern"—eager, efficient, and always available, but in need of direction and supervision.
"Your AI assistant is smart, fast, and available 24/7," Nicole explained. "But like any intern, it doesn't know your voice, your values, or your strategy unless you teach it."
With that perspective, the session explored how AI can streamline everyday tasks while still leaving space for founders to focus on creativity, relationship-building, and decision-making—the areas where humans thrive.
Nicole and Teo also emphasized the importance of using the right tools—not the most popular ones—and grounding every tech decision in the needs of the business. "The best AI tool is the one that saves you time and gets out of your way," said Nicole.
Key Takeaways for Founders
💡 Use AI as "The Intern"
Treat tools like ChatGPT, Claude, and Notion AI as enthusiastic but inexperienced assistants—capable of handling tasks like notetaking, content drafts, or research summaries, but still needing human oversight and training.
⚙️ Automate Busy Work and Build for Repeatability
Let AI handle the mundane—so you can focus on strategic, creative, or relationship-driven work that only you can do. Create saved prompts, templates, or custom GPTs that reflect your company's specific needs to make AI outputs more consistent and save time long term.
🔧 Understand the Tech (Not Just the Tools)
Learning how large language models work—at a high level—can help you use AI more powerfully and avoid blind spots around bias or misuse.
⚖️ Use AI with Intention – Start Small and Stay Selective
While AI can help you do more, you don't need to adopt every new platform. Choose tools that align with your workflows and goals—and use them with clear intention. Not everything should be delegated. Keep the work that brings you joy or is central to your mission.
Ultimately, effective AI use starts with strong inputs and thoughtful design.
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