Latest / AI DTC WTF / The 4 Skills That Turn a Media Buyer Into an AI Growth Strategist | Rooster Sanchez

Transcript

The 4 Skills That Turn a Media Buyer Into an AI Growth Strategist | Rooster Sanchez · AI DTC WTF

• 0:03
  If you work in DDC and you use AI
• 0:05
  and you're wondering
• 0:06
  what the F is going on every week,
• 0:08
  this is your podcast.
• 0:09
  The AI to see
• 0:11
  F podcast
• 0:12
  your home for tactical
• 0:13
  tips, strategies, and ideas
• 0:15
  that you can implement right now in your
• 0:17
  AI workflows to make your brand or agency
• 0:19
  more money.
• 0:20
  Welcome to the episode of AI, DC.
• 0:24
  I'm here with Thomas and our friend
• 0:27
  rooster, who is super smart.
• 0:30
  Also awesome.
• 0:32
  Really great agency owner. Rooster.
• 0:34
  Welcome to the podcast.
• 0:35
  We're glad to have you.
• 0:36
  Hey thanks guys.
• 0:37
  I'm super excited to be here.
• 0:39
  Thanks for the invite. The.
• 0:40
  Yeah, yeah.
• 0:41
  Well, we're here to talk about your AI
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  growth strategist. Rooster.
• 0:44
  What's going on with you, man?
• 0:45
  What's been going on in your agency?
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  And you know, how how are things, etc..
• 0:49
  Yeah. Okay. Well, not much.
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  I mean,
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  in terms of, of the agency
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  and everything,
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  I have been coming to realize that,
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  you know,
• 1:00
  I think the dust is settling
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  a little bit in the ecosystem.
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  And I feel like we're shifting
• 1:05
  from like a guy's dove.
• 1:07
  Oh, my God, our work.
• 1:10
  Everyone's going to lose our jobs.
• 1:12
  Everyone's going to lose our clients to.
• 1:15
  Not that much.
• 1:16
  It's just like we may have, like,
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  I feel like
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  everyone is getting
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  amplified a little bit, right?
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  So I hear a lot of talk about,
• 1:26
  you know, ops and like, Thomas and you,
• 1:28
  you guys are just crushing it.
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  We've got wallets back in the agency.
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  He's in charge of ops as well.
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  And I feel like there's
• 1:35
  just such a natural flow of automation
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  within operations
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  for agency and brand owners,
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  just the up side of things.
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  And then you've got people like Dara
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  Denny and, well, of course,
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  just automating a huge chunk
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  of the creative strategy as well.
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  But I've also personally gained
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  a lot of my time back,
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  and I've been able to do a lot of things
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  that were not accessible to me
• 2:01
  as a growth strategist
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  within the agencies
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  or within the agency, I'm
• 2:05
  basically head of growth.
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  So I've been able to empower
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  myself, empower
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  others within our team
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  and within our client
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  brands to just do stuff
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  that was not accessible.
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  And yeah, now we can operate
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  not only at a
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  much higher level,
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  but we can also basically ten x results.
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  So that's what what what I feel like
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  is not being said as much,
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  but it's definitely worth
• 2:32
  having a look into. Yeah.
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  So when you talk about this
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  you sort of pitched this as the
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  the AI growth strategist, right.
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  It's looking at all of it together.
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  So what is this?
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  What is this person effectively do.
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  Like and how
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  how are they enabled within
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  an organization.
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  Let's say that you you know,
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  I think a lot of people,
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  like you said,
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  there have been a lot of creative stuff.
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  There's been different piecemeal things.
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  There's like people
• 2:54
  that are doing operations.
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  But how do you define this
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  and what does that
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  what are
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  some of the things that that person does.
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  Okay.
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  So so a girl strategies to me
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  is basically the main point of contact
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  between an agency
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  and the brand or within the brand,
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  the main product hero product owner.
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  Sometimes, you know,
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  brands and agencies,
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  we tend to work in pods,
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  as you guys know.
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  So it would be basically
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  either a pod leader or a client,
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  an account leader.
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  That's how you could
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  envision that, right?
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  And it's the main person accountable
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  for not only the end result,
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  but all of the financials
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  that lead up to that result.
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  And the main owner of the entire funnel,
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  not just the creative piece of it.
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  And a lot of times, honestly,
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  that is also called
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  I mean, a media buyer.
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  I feel like there's
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  not a unified word for that job yet.
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  We all end up doing it.
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  So for some people it may be just,
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  oh, that's a senior media buyer.
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  For some people would be like,
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  oh, that's an account manager.
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  For some people
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  that would be a growth strategy.
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  So that's basically the role there.
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  Got it.
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  And again with AI and I agree with you
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  that this
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  this part hasn't
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  been talked enough about.
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  It's been too much on the creative side,
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  at least kind of in my sphere.
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  So but going back
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  to the last 6 or 9 months to kind of
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  how has that role changed
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  and what kind of concrete tactics or
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  software or things
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  have you kind of discovered
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  that has
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  brought a lot of value to,
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  to you and your productivity? Sure.
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  So I think that what has really changed
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  has been, number one,
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  I think that growth strategies
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  now, if they are set up the right way
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  and they know the right,
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  like AI foundational skills
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  we are set up for, like we don't need
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  really sophisticated tools anymore
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  to achieve really sophisticated insights.
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  So I'm going to give you an example
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  like cohort and doing like stuff
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  you like.
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  In the past
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  we would need data scientists
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  to do specific stuff.
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  We don't need that anymore. Right.
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  Like cloud can just pull, you know,
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  you plug it into your Shopify
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  and it can give you really granular stuff
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  on cohorts, on profit
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  at the product level and LTV optimization
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  instead of just roster transition.
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  So like cloud can do all of that for you.
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  You don't need to know code
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  or R square or anything.
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  It'll just do it.
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  So that's one thing.
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  The other piece is what?
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  Naval. I love that guy.
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  Naval in Twitter.
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  He he used to say
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  there's a lot of ten x developers.
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  So I feel like now
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  there's about to be an explosion of ten x
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  growth strategists, whereas
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  you can just replicate yourself
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  with cloud code
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  and these tools
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  and you can just cover a lot more ground,
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  not only like
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  if you're on the agency side,
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  not only
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  can you grab more clients,
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  which yields into more profit and revenue
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  and whatever,
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  but if you're on the brand side,
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  you can just go deeper, dude.
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  Like,
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  you can manage agencies better
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  and you can really start
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  to question things
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  and you're just going
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  to be more knowledgeable.
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  The things that I've found
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  are the the foundation for
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  this is four things.
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  Number one is context.
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  So you need to understand
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  context and engineering elderly.
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  And it's going to get nerdy.
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  But it's just the foundation of that.
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  That's super important.
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  Context engineering 101.
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  That's fundamental.
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  Number two
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  really understanding how skills work.
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  That's the second one, Claude.
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  And the skills echo system.
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  That's the way
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  you replicate yourself today.
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  So just like building your skill stack,
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  and there's already
• 6:31
  a world of skills
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  that you just can just download install
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  and that will make
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  a big difference for you.
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  Another one is connectors.
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  So just knowing how to plug into the data
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  and how to query it,
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  that's the third piece.
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  And the fourth one
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  is really how to being
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  like the lead figure
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  within Pots and systems,
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  how to make sure that AI just permeates
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  throughout the work, the workflow.
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  So if Growth Strategies accomplishes
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  those four things,
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  I really think that you can turn
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  extra output really quickly.
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  So if you go through this like we talk,
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  you know,
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  we talked about context,
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  skills, connectors
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  and becoming the point person,
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  which I agree you need,
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  you know, need to be that person
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  in the organization
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  or somebody needs to be that
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  person in the organization.
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  What are the the the the
• 7:17
  I mean, what are some of the like?
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  Walk me through the exact
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  things that you are doing in short
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  form here.
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  So with context
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  you're building your growth brain.
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  You're you're giving it context
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  on the organization.
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  I'm guessing you're giving context
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  on the organization
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  that you're working with.
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  You're connecting it
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  into their numbers,
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  into their Shopify MCP.
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  I assume, like that's a part of it.
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  So that's one.
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  Then the skills of like,
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  what are the common skills
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  I guess would be curious.
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  So let's start with those two
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  that you want to make sure
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  that you have built in each of them.
• 7:50
  And then we'll talk about connectors.
• 7:57
  This episode of Aid to See
• 7:59
  is brought to you by runneth from Motion.
• 8:01
  And, you know, there's
• 8:02
  so many interesting things about running
• 8:04
  that I absolutely love.
• 8:05
  The best marketers I know right now
• 8:07
  are not sitting there going,
• 8:08
  how do I get an answer? My questions?
• 8:10
  They're thinking in systems.
• 8:12
  It's I have taste, I have judgment,
• 8:15
  I know my customer better than anyone,
• 8:17
  and they're putting that into run
• 8:19
  and having it work on it
• 8:20
  in a really sophisticated way.
• 8:22
  It's putting it in
• 8:22
  there
• 8:23
  and runneth is amplifying
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  what they can do
• 8:25
  with that particular data.
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  It's not a chatbot, right?
• 8:28
  It's not just Claude,
• 8:29
  it's not just ChatGPT.
• 8:30
  That's the thing I love about runneth
• 8:32
  is that it pushes it further,
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  and it has your ad data,
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  your competitor data,
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  your creative strategy,
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  it has your product data,
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  and it helps you understand
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  all of these things together
• 8:42
  so that you can genuinely train it
• 8:44
  on how you think.
• 8:45
  And it becomes useful
• 8:46
  from an operational level,
• 8:48
  saving you time, giving you context,
• 8:50
  and giving you important information
• 8:52
  so that you can make the most absolute
• 8:55
  best decisions
• 8:57
  as a marketer today,
• 8:58
  to help make your business
• 9:00
  run more efficiently.
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  Motion can do so much.
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  Runneth can do so much on top of it.
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  So I encourage you to give it a shot.
• 9:07
  If you haven't run a
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  and go and see what you can build.
• 9:10
  Sure thing.
• 9:11
  So the first thing is,
• 9:13
  in terms of context,
• 9:14
  the first thing that we did
• 9:16
  that made a huge difference is
• 9:18
  we there are frameworks for organizing
• 9:21
  your cloud folders.
• 9:22
  It's just as simple as that.
• 9:23
  And there's one that we really like
• 9:25
  and we use, which
• 9:26
  I recommend is called the Karpathy Wiki.
• 9:29
  So it's basically and there is I can just
• 9:32
  we'll probably be sharing it
• 9:34
  in the podcast resources and stuff.
• 9:36
  But it's it's as simple as copying
• 9:38
  and pasting this big GitHub
• 9:41
  prompt into your Claude,
• 9:42
  and it will all organize itself
• 9:44
  into that structure.
• 9:45
  The cool thing about that structure is a
• 9:48
  I won't go into the
• 9:49
  detail, but it basically
• 9:52
  voice the need that every
• 9:55
  AI model has
• 9:56
  of reading
• 9:57
  through everything in its memory,
• 9:59
  and it just helps it find things quicker
• 10:02
  so it becomes more efficient.
• 10:03
  So just structuring your stuff like that
• 10:06
  gives you a big leap.
• 10:07
  The other one
• 10:08
  that's been a massive
• 10:09
  unlock has been just
• 10:10
  we used to have fathom
• 10:12
  we migrated everything to Gemini note
• 10:15
  because we run on Google
• 10:16
  Workspace accounts.
• 10:17
  So it's very easy
• 10:20
  with the Google Workspace API.
• 10:24
  Just plug it into the your LM, your
• 10:28
  AI provider, and it just pulls out
• 10:33
  on all the meeting notes.
• 10:34
  That is super powerful,
• 10:35
  because if you're strategizing
• 10:39
  a new batch of ads,
• 10:40
  it's got context on the feedback
• 10:42
  that the client gave you last call,
• 10:43
  and it's not going to produce
• 10:44
  anything like that.
• 10:45
  So that one, just as an example,
• 10:47
  has been massive.
• 10:48
  And then it goes as deep as if you do
• 10:52
  the Karpathy piece that I,
• 10:55
  that I just mentioned
• 10:57
  by itself, when it starts
• 10:58
  ingesting all of these meetings, it's
• 11:00
  going to start developing like cards.
• 11:02
  We even have like this
• 11:03
  when we have a card for each client.
• 11:05
  So we know, like for example, client
• 11:07
  A, he's got this personality type
• 11:10
  and he likes to be reported in this way.
• 11:12
  It's so much easier
• 11:13
  to get through to people
• 11:15
  when you really know what they look
• 11:16
  for in their relationship.
• 11:18
  So I feel like that
• 11:20
  just makes us look as like,
• 11:24
  I don't know,
• 11:24
  like we're worth way
• 11:26
  much more money
• 11:27
  than what they're paying us.
• 11:28
  The fact
• 11:29
  that we're so refined in the calls
• 11:30
  now, we're so sophisticated,
• 11:32
  we're speaking to them in a way
• 11:33
  they really not understand that
• 11:36
  those two have been
• 11:37
  the biggest seller locks. Yeah. Cool.
• 11:39
  And so the method
• 11:41
  that is using semantic search
• 11:43
  and creating like a key
• 11:44
  is kind of the
• 11:45
  the main points
• 11:47
  and structures of that thing.
• 11:49
  And you then
• 11:50
  which the next point you're talking about
• 11:52
  is connectors.
• 11:53
  Do you use the connectors them to
• 11:54
  pull the data
• 11:55
  or you have somewhere
• 11:56
  you are like producing MD files
• 11:59
  and exporting them or kind of how how is
• 12:02
  how is that working. So we're doing both.
• 12:04
  The key here is that within that system,
• 12:07
  that Karpathy system,
• 12:09
  Claude knows when it's
• 12:11
  when you're working
• 12:12
  on something important,
• 12:13
  it will build a file and index it.
• 12:16
  Right. So I don't need to tell it.
• 12:18
  It just does it by itself.
• 12:20
  So I'm producing say a new strategy
• 12:24
  for July for this product.
• 12:27
  Then by the when I,
• 12:29
  when I finish the document
• 12:30
  say things this is ready to go.
• 12:31
  It will log it into its own memory
• 12:33
  in the right file and the right cabinet.
• 12:35
  So that's one way
• 12:37
  things are getting classified.
• 12:39
  So it's always
• 12:41
  updated on the latest developments.
• 12:43
  Not unlike
• 12:44
  because induced to look like this
• 12:46
  before you onboard the client.
• 12:48
  And then
• 12:49
  one year goes by and you like your Claude
• 12:53
  or your ChatGPT,
• 12:55
  is still giving you stuff
• 12:57
  based on the
• 12:57
  onboarding files
• 12:58
  or the brand Bible stuff,
• 13:00
  but it's not alive, right?
• 13:01
  So there's a lot of upkeep
• 13:03
  that needs to happen there,
• 13:04
  which now it doesn't, which is sweet.
• 13:07
  And the other part,
• 13:08
  yeah, it's connectors
• 13:09
  and it pulls on stuff on demand
• 13:11
  or on schedule like super simple.
• 13:13
  Yeah.
• 13:14
  What are the kind of the, the, the,
• 13:16
  the must have connectors
• 13:18
  in your opinion in terms of this,
• 13:20
  this growth role.
• 13:21
  So for me it's it's definitely your
• 13:24
  AI note taker
• 13:25
  whatever that is,
• 13:25
  whether that's fathom
• 13:26
  granola or the Gemini as we have it,
• 13:30
  whatever that is, that's a must have.
• 13:32
  And then of course,
• 13:33
  all of the channels that you have,
• 13:35
  you know, like
• 13:35
  if you run meta,
• 13:37
  Google, your Shopify,
• 13:38
  Google Analytics has been really cool.
• 13:40
  I know no one's using it anymore.
• 13:42
  I was looking at a thread in the
• 13:44
  in the group like almost no one uses it,
• 13:46
  but I think her name is Brie
• 13:48
  and she's like,
• 13:48
  I know I use it a lot
• 13:49
  because it's my my job. She's so kind.
• 13:52
  But Google
• 13:53
  Analytics has been great
• 13:54
  for me as a connector,
• 13:56
  simply because it lets me run
• 13:58
  kind of like basic attribution tests.
• 14:01
  You know that one's master.
• 14:03
  If you want to get super fancy,
• 14:05
  there's one called Google.
• 14:07
  I think it's called Meridian,
• 14:08
  which basically allows for you
• 14:10
  to build geo holdouts
• 14:13
  and that
• 14:14
  in like a proper attribution experiment
• 14:17
  through it.
• 14:18
  And it's free and it's open source,
• 14:19
  which is crazy.
• 14:20
  I don't know if it's free,
• 14:21
  but it's definitely a open source.
• 14:22
  But that one we're exploring
• 14:23
  with larger clients,
• 14:25
  the fact that you can just build
• 14:26
  your own triple well,
• 14:27
  now on open source
• 14:29
  stuff, it's just crazy.
• 14:30
  But like the basic ones would be Shopify,
• 14:33
  your note taker
• 14:34
  and your channels like those would be
• 14:36
  the very, very basic ones for sure.
• 14:39
  So a lot of this is, you know, based on
• 14:41
  sounds like call notes
• 14:43
  based on what the account is saying.
• 14:45
  It's based on building a plan.
• 14:46
  And obviously
• 14:46
  it's like is able to it enables that.
• 14:50
  But so tell me about how each of
• 14:53
  tell me about how this has enabled
• 14:56
  like more more growth to happen.
• 14:58
  Like obviously
• 14:58
  this is uncovering potential
• 15:00
  you know, gaps within creative strategy
• 15:02
  is is this uncovering data gaps?
• 15:05
  Is this helping you
• 15:07
  develop personas better like or is this
• 15:10
  developing better landers like how
• 15:12
  what are the things that this is?
• 15:13
  I mean,
• 15:13
  obviously you're connecting
• 15:14
  all this stuff.
• 15:15
  You're saying, hey,
• 15:15
  here's the skills and here's
• 15:17
  it's like an employee, which is true.
• 15:19
  But like,
• 15:19
  how have you seen this actually
• 15:21
  improve client results significantly?
• 15:24
  Because I know that's a big part of it,
• 15:25
  of course.
• 15:25
  So I would say that the first
• 15:28
  I mean, it definitely helps us
• 15:30
  uncover hidden, hidden
• 15:31
  insights historically.
• 15:34
  And I mean,
• 15:34
  my team just laughed at me about this.
• 15:37
  I would just lock myself
• 15:39
  in an office room for two days
• 15:42
  to flesh out a proper monthly
• 15:45
  plan for a client, right?
• 15:47
  Like,
• 15:47
  it just takes so much
• 15:48
  like when you're doing it for like,
• 15:50
  and you're spending $1 million
• 15:51
  a month or something like that,
• 15:53
  you really need to look at things
• 15:55
  from every angle, whatever.
• 15:56
  You can spin up
• 15:57
  ancient super quickly
• 15:58
  and have them audit you.
• 16:01
  One thing that I know
• 16:02
  well really likes, for
• 16:03
  example, is having juries.
• 16:06
  You know, AI like
• 16:07
  AI judges,
• 16:09
  like a judge panel
• 16:10
  running my stuff through
• 16:11
  that has been a game changer
• 16:12
  because it helps me
• 16:14
  come up with good plans quicker.
• 16:16
  Other stuff
• 16:17
  that has been super
• 16:18
  helpful is just spotting trends for me.
• 16:20
  Right.
• 16:20
  So like we have alerts set up.
• 16:23
  So creative fatigued alerts,
• 16:26
  audience saturation alerts I don't know
• 16:29
  CPM spike alerts
• 16:31
  net new reach drop alerts.
• 16:32
  So we have all of these set up now.
• 16:34
  And I can catch things
• 16:36
  before they turn into a fire.
• 16:38
  And that has been also super helpful.
• 16:40
  We have creative trackers as well.
• 16:43
  So I've got people on my watch list
• 16:45
  on YouTube, for example.
• 16:47
  And every day
• 16:48
  my robot comes out
• 16:50
  and scrapes stuff and feeds.
• 16:51
  It feeds a brief to our
• 16:52
  creative strategies.
• 16:54
  We also have an optimizer bot,
• 16:55
  and all of this is achievable
• 16:57
  with the connectors that we're saying.
• 16:58
  You just need to imagine it.
• 16:59
  It will create it for you, right?
• 17:00
  But like there's
• 17:01
  this on every ad account
• 17:03
  we're testing this
• 17:04
  where it's telling me
• 17:06
  what to kill and why, based on my
• 17:10
  yeah, my methodology,
• 17:12
  which sounds pretty basic.
• 17:13
  It has been a bit
• 17:14
  hard to really nail it down,
• 17:15
  but the fact that now every morning
• 17:17
  I can come in,
• 17:18
  look at my slack,
• 17:19
  I have a status update
• 17:21
  of every single account and suggestions
• 17:24
  on which creative Cisco
• 17:25
  which wants to kill.
• 17:26
  It removes three hours of my day
• 17:29
  now, and I can just go in
• 17:31
  and make sure that the client
• 17:33
  really feels cared for,
• 17:34
  and I can start looking into different
• 17:36
  levers now.
• 17:37
  So it's that's how it has worked for us.
• 17:40
  That's that's really interesting.
• 17:42
  One thing I find really hard personally,
• 17:45
  and I'm really interested
• 17:47
  in hearing about your experience
• 17:48
  with this rooster,
• 17:49
  but with this ten x superpowers, it's
• 17:53
  really hard
• 17:53
  to not fall into the trap of just doing
• 17:57
  ten x more things.
• 17:58
  Meaning,
• 17:59
  one thing is
• 18:00
  that you don't have to lock yourself
• 18:01
  into a room to create a strategy.
• 18:02
  But actually
• 18:04
  and we had discussions of the pod around
• 18:07
  this, like,
• 18:08
  you care deeply about what
• 18:09
  you're making and the quality of it.
• 18:11
  So how do you how do you make sure
• 18:15
  that you're actually spending time
• 18:17
  and energy
• 18:18
  that you would otherwise just spend
• 18:21
  gathering things and making sure,
• 18:23
  like the quality is there
• 18:25
  because it's really hard
• 18:26
  to just make ten x more reports
• 18:28
  instead of making a kick ass report.
• 18:30
  That's a great question.
• 18:31
  I think that for me,
• 18:33
  we have clarity on
• 18:34
  what really moves the needle,
• 18:35
  what makes clients stay
• 18:37
  and what makes them earn more money.
• 18:38
  So we did a survey last year,
• 18:42
  and the number one reason
• 18:43
  why our clients churned was
• 18:45
  because it was not
• 18:46
  because of performance.
• 18:47
  It was not because of creative quality
• 18:49
  or something like that.
• 18:50
  It was because they felt like
• 18:52
  we didn't listen.
• 18:53
  So it was like basically crappy
• 18:54
  client communication.
• 18:55
  So the meeting note and reporting piece
• 19:00
  attacks that.
• 19:01
  So I just
• 19:02
  when I know that,
• 19:02
  I know that's something I have to create
• 19:05
  to build for. Right.
• 19:07
  And then of course
• 19:08
  the creative piece that's super.
• 19:10
  There's research,
• 19:11
  there's ideation
• 19:12
  and there's the, the actual production.
• 19:14
  So those three got mapped out.
• 19:16
  And then for growth
• 19:17
  it's it's basically
• 19:19
  just the media buying side of things,
• 19:21
  which is very much help a lot.
• 19:23
  When we had clarity
• 19:24
  that those are the three spheres,
• 19:25
  we just listed out every task
• 19:27
  and we ran it through a filter.
• 19:29
  I feel like a lot of times
• 19:31
  we try to automate something
• 19:32
  instead of just eliminating it.
• 19:35
  And elimination
• 19:36
  is a lot better than automation.
• 19:38
  So first
• 19:39
  we eliminated stuff that shouldn't
• 19:42
  even be there in the first place.
• 19:43
  So just have a look at your SOPs
• 19:45
  and stuff.
• 19:45
  It just erase processes.
• 19:47
  And then we took to the task
• 19:49
  of really automating
• 19:51
  the non sensitive stuff,
• 19:53
  which is usually anything
• 19:55
  that doesn't involve client facing.
• 19:57
  Right. Got it. Yeah.
• 20:00
  So that was it was very empirical.
• 20:01
  I don't have a framework
• 20:02
  but that would be my.
• 20:04
  Yeah.
• 20:05
  So the
• 20:06
  so let me just
• 20:07
  this is a new segment in the show
• 20:08
  that I think we should get into,
• 20:10
  which is the segment that I call
• 20:13
  we're not recording,
• 20:14
  which we are still recording,
• 20:15
  but I want to pretend
• 20:16
  as if we're not recording,
• 20:17
  which is talking about basically,
• 20:19
  you know, like,
• 20:20
  what else is getting you jazz?
• 20:21
  Like what else we would talk about
• 20:22
  if we turned off the
• 20:23
  the recording button right now.
• 20:26
  You know, to me, the
• 20:27
  I think your idea is really good
• 20:29
  because I think, like you said,
• 20:30
  so much of us have attacked these
• 20:32
  like small little pieces of this right
• 20:34
  within the stack of what we're doing.
• 20:36
  Like, help me make better
• 20:37
  landing pages or whatever.
• 20:39
  And it's not like
• 20:40
  pulling it all together.
• 20:41
  I think,
• 20:42
  you know, for
• 20:43
  for you guys,
• 20:44
  this kind of thing makes sense
• 20:45
  because the client service
• 20:47
  that the client is getting, it's
• 20:48
  like far and above
• 20:49
  what they were getting before, I guess.
• 20:52
  What else has been in the AI world
• 20:54
  that you've seen, been making you like,
• 20:56
  wow, that's that's incredible.
• 20:58
  I didn't even think about that.
• 21:00
  Or, you know, like,
• 21:02
  we could have we could do X, Y, and Z.
• 21:03
  I didn't even think like
• 21:05
  that kind of thing.
• 21:05
  That's really feeling
• 21:06
  like you're going to drive
• 21:07
  client results even better.
• 21:08
  Like, I don't know, I'm just curious
• 21:10
  what else
• 21:10
  you guys,
• 21:10
  what else is like
• 21:11
  on your mind in terms of really
• 21:13
  outside of the AI growth strategist
• 21:15
  or maybe in combination with it?
• 21:16
  I actually want to hear Thomas
• 21:18
  on this one first.
• 21:20
  Well, well,
• 21:22
  I've been
• 21:23
  playing a lot with trying to spot
• 21:27
  trends and patterns
• 21:28
  and in all my schedule tasks nowadays
• 21:33
  I have a cloud codex
• 21:37
  kind of logged learnings from each one,
• 21:40
  and then I ask it at the next run
• 21:44
  to try to spot
• 21:46
  overall long trends on things.
• 21:48
  So for example,
• 21:49
  I have a schedule
• 21:50
  who are basically running
• 21:52
  all our red clients.
• 21:53
  The clients are not underperforming
• 21:55
  and every day it creates a new report
• 21:58
  kind of on a specific client
• 22:00
  going through all the communication,
• 22:02
  all the results
• 22:02
  and all the best practices, etc., etc.,
• 22:04
  which has been valuable.
• 22:06
  But now after a few weeks
• 22:09
  of also kind of trying
• 22:11
  to spot the trends of things,
• 22:13
  that has really, really elevated
• 22:15
  how we're able to kind of pinpoint
• 22:17
  that, okay,
• 22:18
  most of our clients are struggling
• 22:20
  at the moment with Google ads
• 22:21
  are selling these kind of products,
• 22:23
  or they're on this specific platform, or
• 22:28
  they lack
• 22:29
  a number of
• 22:29
  creatives versus
• 22:31
  the ones over performing, etc..
• 22:33
  So for me,
• 22:34
  a very simple thing is to kind of add
• 22:36
  into the schedule
• 22:37
  that you have a MDF file
• 22:39
  who's actually logging inside
• 22:41
  of every run
• 22:42
  and then trying to
• 22:44
  see the overall picture.
• 22:45
  So that's kind of one of the things
• 22:47
  I've been really excited
• 22:47
  about lately is, again, I'm a data guy.
• 22:50
  I think that's super interesting,
• 22:51
  but trying to help AI
• 22:56
  help you see the trends that
• 22:58
  you might not see otherwise
• 23:00
  and do that in the automated way
• 23:02
  so I don't have to prompt it to find it,
• 23:04
  but it's actually just spotting it
• 23:05
  and telling me
• 23:06
  that for me
• 23:07
  has been one really cool thing lately.
• 23:09
  For me, it's I love that.
• 23:11
  I just want to say I love that
• 23:13
  I want to spend more time doing that.
• 23:14
  I think that's very much worth it for me.
• 23:18
  I think it's been a couple of things.
• 23:20
  One is just a very simple prompt
• 23:22
  that I stole from from a newsletter.
• 23:25
  I think it's the Andreessen Horowitz guy.
• 23:28
  While those guys can't remember the name,
• 23:30
  but they have this really good prompt.
• 23:33
  And it's funny because I
• 23:36
  do everything on Whisper Flow, right?
• 23:37
  You guys use Whisper Flow for sure?
• 23:39
  Of course. Right.
• 23:40
  I even have a paddle, you know?
• 23:42
  That's me, dude. That's insane.
• 23:44
  So on my whisper floor,
• 23:46
  I have this this shortcut.
• 23:48
  Instead of doing the
• 23:49
  to place the entire prompt,
• 23:50
  I thought, don't suck my dick.
• 23:52
  So like it tastes
• 23:54
  this prompt that forces it.
• 23:57
  Yeah, yeah,
• 23:58
  that forces it to not be psycho.
• 24:02
  Dude, the
• 24:03
  the results of AB
• 24:05
  tested it for a month now.
• 24:07
  It's crazy how psychopathic AI is.
• 24:10
  Of course, like I we all know it is,
• 24:13
  but when
• 24:14
  I force every output on that prompt,
• 24:18
  I am so surprised
• 24:21
  on how psychopathic it is.
• 24:23
  So that's been one thing
• 24:24
  that I just feel like
• 24:26
  that thing number two, I also feel like
• 24:29
  we're heading into this world,
• 24:30
  and I don't know
• 24:31
  if you guys are catching it,
• 24:33
  catching it to curious everything.
• 24:35
  Every landing page looks the same now.
• 24:37
  Every pop up looks the same,
• 24:39
  everything looks the same.
• 24:40
  And it's the cloud code.
• 24:42
  Like the cloud design is.
• 24:44
  Yeah, everything looks the exact same.
• 24:47
  And I find that
• 24:49
  as I think that's an opportunity
• 24:51
  and I find it fascinating
• 24:53
  that no one's doing anything about it.
• 24:54
  I think that just tells us,
• 24:56
  you know, how a little bit of how
• 24:59
  number one brand
• 25:00
  is going to be a huge moat?
• 25:02
  Because if you force brand into stuff
• 25:04
  that that's going to be even more
• 25:06
  of a differentiator now.
• 25:07
  And think number two just tells you
• 25:09
  how lazy our brains as humans are.
• 25:11
  So I feel like sycophantic
• 25:13
  AI and the laziness of of yeah,
• 25:17
  the laziness
• 25:19
  of the human brain
• 25:20
  in terms of everything is looking
• 25:21
  the same.
• 25:22
  Are we not realizing this?
• 25:24
  Those two fascinate me.
• 25:26
  If we would have paused this part
• 25:27
  because I would.
• 25:28
  I would have said those two.
• 25:29
  Yeah, yeah.
• 25:30
  Can you two points before.
• 25:32
  Sorry, Andrew,
• 25:33
  because I just can't get this,
• 25:35
  this image out of my head.
• 25:36
  So I can see in like two settings saying,
• 25:40
  don't suck my dick.
• 25:41
  I can see it
• 25:41
  when you're like in a coffee shop
• 25:43
  working remotely
• 25:44
  and your whispering to your computer
• 25:45
  and then telling you like.
• 25:47
  And also when you're working late and
• 25:49
  it's, it's it's interesting
• 25:52
  that you chose
• 25:53
  those kind of works, but yes,
• 25:56
  especially that people are lazy
• 25:58
  and you should never forget that.
• 26:00
  And I think just caring
• 26:01
  10% more than others
• 26:03
  about looking different.
• 26:04
  You can totally win.
• 26:05
  Sorry
• 26:06
  I'm not for you to know yours as well.
• 26:08
  No, I mean to me it's I think,
• 26:11
  can you paste that
• 26:12
  or send us that
• 26:13
  so we can have it in the show notes?
• 26:14
  I think that'd be awesome. Absolutely.
• 26:16
  Yeah.
• 26:16
  I think, you know,
• 26:17
  I think that's true to me.
• 26:18
  It's it's
• 26:19
  the reason that you're the attractive
• 26:22
  of the AI
• 26:22
  growth strategist
• 26:23
  thing is really big to me is, you know,
• 26:25
  I think so much of it
• 26:26
  is, is now as a people
• 26:28
  that lead organizations is
• 26:30
  what are we doing
• 26:32
  on the overarching every part of it?
• 26:34
  I think we're we're solving
• 26:35
  little pieces of it.
• 26:36
  Hey, let's build a new lander. Boom.
• 26:38
  And then you say, like
• 26:39
  the ascetic gets copied, like it's
• 26:40
  it's like it's done and then it's done.
• 26:42
  Okay.
• 26:42
  And so now the question is, is
• 26:44
  how do you use multiple pieces of this
• 26:47
  to just, like, truly drive
• 26:48
  things forward in an organization?
• 26:50
  And I think where a lot of people
• 26:51
  haven't done it
• 26:52
  as much as a lot of folks
• 26:53
  have been focusing on client execution
• 26:55
  and helping them execution
• 26:56
  client results better, which is great,
• 26:57
  but I think there can be
• 26:59
  a lot more
• 26:59
  that can be done
• 27:00
  on helping people
• 27:01
  to market themselves a lot better.
• 27:02
  And so that to me
• 27:04
  is another phase of this.
• 27:05
  It's like each system of the business
• 27:06
  this is going to touch and like,
• 27:08
  where did I spend
• 27:09
  too much money on lunch last week is one,
• 27:11
  you know,
• 27:11
  and it's like
• 27:12
  you can build all these in there.
• 27:14
  And I think
• 27:15
  the more that you start
• 27:16
  thinking about that now, the better off
• 27:18
  you're going to be.
• 27:19
  This could be on personnel.
• 27:21
  This could be,
• 27:21
  you know, like where are they
• 27:23
  spending their time,
• 27:24
  how are they optimizing it.
• 27:25
  And the more that you're able
• 27:26
  to track that and have data
• 27:27
  for AI to actually work with,
• 27:29
  the better off you're going to be.
• 27:30
  So to me,
• 27:30
  that's the most exciting part of this,
• 27:32
  is that
• 27:32
  we're moving away from the siloed idea.
• 27:34
  We're moving into
• 27:35
  organizational effectiveness
• 27:37
  and organizational, you know,
• 27:40
  almost like
• 27:40
  making things
• 27:41
  more efficient for for folks
• 27:42
  and making their lives a lot easier.
• 27:44
  So we have seen some of that.
• 27:46
  And there's some of those pieces
• 27:48
  like we're in like v1 of,
• 27:51
  you know,
• 27:51
  there's products like HQ where,
• 27:53
  you know,
• 27:53
  people are able to like the teams
• 27:55
  able to come together and work together
• 27:57
  in AI projects and stuff.
• 27:58
  Although I have heard some mixed results
• 28:00
  on that, to be honest.
• 28:01
  But
• 28:03
  that's the idea is attractive, right?
• 28:04
  You're like, everybody's in a silo.
• 28:06
  So now it's like,
• 28:07
  how do we keep building this
• 28:08
  in a way that's
• 28:09
  going to touch all pieces
• 28:11
  and make the agency itself
• 28:13
  more effective,
• 28:15
  or make the brand itself more effective?
• 28:17
  You know, so I think so.
• 28:19
  I think there's going to be probably
• 28:21
  you're starting
• 28:22
  to see this in job descriptions
• 28:23
  that that gets shared.
• 28:24
  But you're seeing like people.
• 28:25
  I saw you yesterday, one for an AI
• 28:27
  enabled creative strategist.
• 28:28
  Like they're talking about that
• 28:30
  and saying you have to be good with AI.
• 28:32
  I think that that's going to be
• 28:34
  you're going to
• 28:34
  and you see people like Grant,
• 28:36
  who we've had on the podcast
• 28:37
  we talked about,
• 28:38
  we've seen people that are,
• 28:40
  you know, overarching AI thinkers almost.
• 28:43
  Right.
• 28:43
  And those people are almost integrators.
• 28:46
  And I think you're going to start
• 28:48
  to see in large
• 28:48
  organizations,
• 28:49
  somebody is going to come in
• 28:51
  either consultant
• 28:51
  or they're going to hire people.
• 28:53
  That's going to be in-house
• 28:54
  AI integrator.
• 28:56
  And that role is insanely attractive
• 29:00
  and is going to make a lot of people
• 29:02
  a lot of money, because
• 29:05
  you're almost
• 29:06
  like once you start getting into it,
• 29:08
  you start to see results.
• 29:09
  Clients start to see better
• 29:12
  results from you.
• 29:12
  They see better communication from you.
• 29:14
  Well, then it's just like, what?
• 29:15
  Where are we going to stop?
• 29:16
  And once you start, you know,
• 29:18
  the snowball keeps rolling
• 29:19
  and it's like then it's
• 29:20
  then it's on every project like then.
• 29:23
  And I think we'll continue
• 29:25
  to see more and more of that.
• 29:26
  So anyway.
• 29:27
  Those are some of my like
• 29:28
  that's one of my rant
• 29:29
  about what I think is interesting.
• 29:30
  I agree, and I think I think we're all
• 29:33
  we're very I mean, there's a big change.
• 29:37
  I feel like in terms of how
• 29:40
  or roles are starting
• 29:42
  to realize and use
• 29:44
  AI in a totally different way.
• 29:46
  So exciting times for sure.
• 29:48
  Yeah, I think it's it's cool.
• 29:50
  So rooster, like what else,
• 29:52
  what else that you've seen lately
• 29:53
  has been inspiring to you
• 29:55
  that's like changed
• 29:56
  the way you thought about stuff?
• 29:57
  Well, I would say
• 29:58
  I think you touched a fantastic
• 30:00
  point there.
• 30:01
  You know,
• 30:01
  it's it's
• 30:02
  I think it's hard enough right now
• 30:04
  to keep up with all of the developments
• 30:06
  within the AI stuff
• 30:08
  and just understanding what's new.
• 30:10
  And then how do I apply this to
• 30:11
  my field is challenging enough.
• 30:13
  And then having to run that through
• 30:15
  an entire team of people,
• 30:16
  that is a bigger, bigger challenge.
• 30:19
  And I just think to your point,
• 30:22
  that's a little bit of of why I.
• 30:25
  Yeah, why
• 30:27
  the AI growth strategies was this thing.
• 30:30
  Because I do feel like
• 30:34
  if you don't understand
• 30:36
  the foundations of it,
• 30:37
  it's really hard for you
• 30:38
  to teach it to the entire team.
• 30:40
  I've seen teams where
• 30:44
  you have like two really strong
• 30:47
  AI thinkers, and the rest of the people
• 30:49
  just uses the tools.
• 30:51
  Or like the new automations
• 30:53
  that these two dudes push, right?
• 30:55
  But to me,
• 30:56
  that's inefficient,
• 30:57
  because if you can empower
• 31:00
  everyone on the team
• 31:01
  to just be on par,
• 31:03
  then you have like five builders.
• 31:06
  The challenge there is, as Thomas says,
• 31:08
  keeping them focused on
• 31:10
  what really matters,
• 31:11
  I would say,
• 31:12
  but I think that's an easier problem
• 31:14
  to solve,
• 31:15
  as opposed
• 31:16
  to just spoon feeding your own team.
• 31:19
  And I do feel like the jump in quality
• 31:24
  in every single aspect
• 31:26
  of the client experience
• 31:28
  as an agency owner is so big,
• 31:30
  there's just going to be agencies
• 31:31
  eating other agencies lunch big time
• 31:36
  if if like, but like I would be,
• 31:38
  you know, we are small, we're very lean.
• 31:41
  But if I had a bigger agency still,
• 31:44
  I would be investing a lot of my time
• 31:46
  on getting all of my client facing people
• 31:49
  up to date on AI
• 31:50
  and upgraded as soon as possible
• 31:52
  because they're going to be
• 31:53
  integrating everything.
• 31:55
  Yeah, yeah.
• 31:57
  It's interesting. Well, that's a big one.
• 31:58
  I, you gave
• 31:59
  you gave us a lot of interesting thoughts
• 32:01
  to think about today.
• 32:02
  And rooster
• 32:03
  we keep these episodes short
• 32:05
  and tactical and helpful.
• 32:06
  Thomas
• 32:06
  anything else
• 32:07
  you'd like to say on the close?
• 32:08
  And no, I think we captured a lot.
• 32:10
  And I think it's cool
• 32:11
  to talk about the growth part
• 32:13
  and not just the creative part
• 32:15
  that's kind of over
• 32:16
  reported on if you look everywhere.
• 32:18
  So I think this was really cool
• 32:19
  to kind of deep,
• 32:20
  deep dive into your thinking
• 32:22
  and your discovery service.
• 32:23
  So thank you for sharing.
• 32:24
  Thank you guys.
• 32:25
  So cool. Thanks.
• 32:28
  So resonated.
• 32:29
  All right. Take care. Bye.