Seth Godin, in a recent interview with Repubblica, stated that in the era of artificial intelligence, ideas are no longer the defining factor—execution is. A simple yet ruthless truth: AI has made access to advanced technologies so widespread that the playing field is now level. Everyone has the same tools, but not everyone knows how to use them effectively.

And this is where the real challenge for SMEs arises: success is no longer driven by creativity alone but by the ability to turn insights into scalable, competitive businesses.

If in the past, having an original idea was enough to break through, today, it’s just the starting point.

The real question is no longer “What new thing can I create?” but “How can I do it faster and better than everyone else?” And for many SMEs, the answer lies in M&A (Mergers & Acquisitions).

The illusion of innovation: why SMEs struggle to execute

For years, the business world has idolized the lone visionary—the entrepreneur who changes the game with a single brilliant insight. But this narrative is becoming increasingly outdated. Today, ideas without a solid execution framework are just abstract concepts waiting for someone else to bring them to life.

SMEs frequently find themselves stuck in this paradox. They know they need to innovate, but they operate in a system that favors those with greater scale and resources. While they analyze their options, the market has already shifted.

The issue isn’t a lack of vision—it’s an inability to execute it in time. Large corporations can afford to experiment, fail, and iterate until they find the right solution. SMEs don’t have that luxury. Their time frame is shorter, and their margin for error is minimal. Waiting to build internal expertise, integrate new technology, or test a new business model often means missing the window of opportunity altogether.

M&A as an execution strategy not just a growth lever

One of the biggest misconceptions is that M&A is solely for companies looking to expand. In reality, it’s the fastest way to bridge operational and structural gaps that prevent companies from turning ideas into action.

Acquiring capabilities is faster than developing them from scratch. Integrating existing technology is less risky than trying to build something entirely new. Teaming up with those who have already solved a problem eliminates the need for costly trial and error.

Yet, many SMEs hesitate. They fear that acquiring another company means losing their identity, giving up control, or dealing with overwhelming complexity. The result? They remain static, while other players—perhaps less innovative but more effective in execution—seize market opportunities.

The risk of inertia: when time works against you

Artificial intelligence is fundamentally reshaping industries. The speed at which a company adopts innovation is increasingly defining who leads and who gets left behind.

While traditional SMEs debate whether and when to act, new players—leaner, faster, and more adaptable—are entering the market and reshaping competitive dynamics.

The real threat isn’t innovation itself but the illusion that there is still time to decide how to approach it. Every day that a company hesitates, waiting for the right moment, someone else is turning that moment into a competitive advantage.

Conclusion: from ideas to execution before it’s too late

Italian SMEs have long been known for their ability to adapt and find creative solutions, even in challenging environments. But today, resilience alone is no longer enough. Speed is critical. A clear execution strategy is essential. And above all, there must be an understanding that M&A is no longer an extraordinary event—it’s a strategic tool for staying relevant.

Those who learn to act fast, integrate new capabilities instead of waiting to develop them internally, and recognize that time is the ultimate competitive advantage will continue to play a leading role. Those who hesitate risk realizing too late that the problem was never having a great idea. The problem was failing to act on it in time.