The Industry 5.0 Survival Guide: Protecting Your Livelihood in the Age of AI
The Call to Step Out in Faith
Every great journey begins with a "yes" to the unknown. For Justin Counts, a sales, marketing, and innovation leader with 25+ years of experience, that "yes" has taken him from the boardrooms of Deloitte to the bustling streets of China.
Justin has held senior leadership roles at Ford Motor Company, Lincoln, MSX International, and high-growth technology firms, leading organizations in transformation initiatives across the U.S. and China. But even with a resume that spans strategy consulting, mobility, luxury, and SaaS, the most profound transitions happened in the quiet moments of surrendering to God’s plan.
Whether it was moving his newlywed wife to Shanghai to launch the Lincoln brand or launching his own firm, JCLA Labs, Justin’s story is a testament to the fact that leadership isn't just about strategy—it’s about the boldness to follow where the Holy Spirit leads.
Industry 5.0—Orchestrating Success with the Creator
We are currently living through "Industry 5.0," an inflection point where we must figure out how to relate to technology in a productive, human-centric way. While many fear that AI is taking over the world, Justin views it through a different lens: humans as orchestrators.
In his work at JCLA Labs, Justin helps leadership teams apply AI-enhanced design thinking through focused business growth sprints. He believes AI is simply another tool in our toolbelt to orchestrate success. When we align our work with the Creator, technology stops being a threat and starts being a force multiplier for the value we bring to the world.
The "Define-Design-Refine" Framework
True leadership requires a blueprint. Justin is the creator of the Define-Design-Refine framework, a proprietary design thinking process that helps leaders think through complex growth challenges.
By using virtual whiteboards and "bolting on" AI agents to each leader in a sprint session, Justin moves teams from 90 minutes of focused work to a 90-day actionable business plan. This process isn't just about efficiency; it's about creating a "defensible competitive advantage" by aligning people, process, and technology. For small and medium businesses that are often reactive, this framework allows them to finally become proactive, stewards of the vision God has placed in their hearts.
Faith in the Struggle—The Entrepreneur's Altar
The path of an entrepreneur is rarely a picnic. Justin candidly shares that the last several months of running his own business have involved a lot of praying, soul-searching, and staying close to his family and his faith.
He defines love as commitment—a steadfastness that applies to marriage, business, and our relationship with God. Business ownership requires a unique kind of surrender; it is the "hardest thing a human being can do," because it means depending on God for the "daily bread" of sales and sustainability. When we stop depending on our bank accounts and start depending on the Provider, we find a peace that the marketplace can never give.
Legacy and the Mission to Reach a Million
Justin’s mission is clear: to reach a million leaders and help them become fluent in the language of AI. This passion led to the launch of the ABCs of AI for Leadership Teams, a cohort-based program designed to bridge the gap between fear and proficiency.
As he moves forward, Justin carries the blessing of Hebrews 11:1—that faith is the certainty of what is to come and the evidence of things not seen. By training leaders to be ethical, honest, and technically proficient, he is ensuring they remain relevant in a changing world. We don’t have to fear the future when we know who holds it.
Written by Jovilyn Dela Cruz
“Knowledge comes from God. AI tools are here, and we need to become proficient in them so we stay relevant, but we must remember Deuteronomy 8:18—it is the Lord who gives you the power to create wealth.”
