Today, fassforward is the "how-to" firm that helps top companies like SpaceX, American Airlines, Chick-fil-A, Verizon, Yahoo! The co-founders relied on three key principles to generate business, Fass says:1. You're in business to do business, not to play office and get your business cards ready." Their strategy should always be their business strategy: AI is just a tool that can help them pursue it." "We don't have to act like men, but we also don't have to act like we are skittish and sensitive.