Beyond Limits Thinking – A Story for Vietnamese Businesses in the AI Era

In a conversation with the HR Director of a major commercial bank, I asked:
“What do you think is the most important factor when implementing AI into operations?”
He smiled and said: “Technology isn’t the hard part. The real challenge is… the box inside our heads.”

That remark reminded me of Andy Andrews’ book The Traveler’s Gift (often associated with the idea of “thinking beyond limits”). He wrote that many people take pride in “thinking outside the box,” yet they are still confined by the box itself. To truly break through, one must dare to step completely outside the box.

Banking Story: From Chatbots to New Business Models

At first, this bank only planned to use AI to “optimize the old” — creating chatbots to respond to customers faster and automating loan application screening. But then they asked themselves:
“If there were no limits, how else could we serve our customers?”

That single question opened a new path. They began experimenting with AI-powered credit scoring, leveraging digital behavior data instead of relying solely on payroll or collateral. This enabled them to reach younger customers who lacked traditional credit histories. It was no longer just about applying technology — it was about redefining their business model.

Logistics Story: Bold Action Instead of Waiting

A logistics company in Hai Phong once faced growing complaints about delayed shipments and a lack of transparency. The leadership was determined to digitize operations, but determination alone wasn’t enough.

I was reminded of the lesson “Commitment with Wings” — that determination only matters when it’s tied to bold action.

They started small, but decisive:

• Applying AI to predict customs clearance times.

• Integrating transport data from multiple shipping lines into a single platform.

• Allowing customers to track their shipments in real time.

Within just six months, complaint rates dropped significantly, and customer satisfaction rose sharply.

Raising Standards Instead of Accepting the Status Quo

Andy Andrews speaks of “hidden standards” — unspoken limits that keep organizations stagnant. In Vietnamese businesses, these often sound like:

• “Our customers are used to this already, we don’t need to change.”

• “New technology is just for show, it doesn’t really matter.”

But both the bank and the logistics company proved otherwise: when they raised the standards for their organizations, they didn’t just improve efficiency — they created value far beyond customer expectations.

Conclusion

In the AI era, Vietnamese businesses need more than just “different thinking.” They need the courage to break out of the box, to act boldly, and to raise new standards.

So here’s the question for today’s leaders:
Has your business truly stepped out of the box, or are you still staying safe within familiar limits?

Wishing you success,
Respectfully.

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