Greg Twemlow's Medium article discusses organizations' challenges in adopting AI, highlighting the friction between potential and actual implementation. He argues that this friction, rather than being a roadblock, can catalyse transformation if addressed strategically. Twemlow proposes solutions such as establishing communities of practice and centres of excellence to foster collaboration and experimentation. He emphasizes a five-step process (assess, learn, experiment, build, scale) for successful AI integration. Ultimately, the article advocates for embracing the change process and utilizing friction to drive organizational growth.