Latest / Ambitious Podcast / EP.98: The AI Shift: Future-Proofing Strategies Every Entrepreneur Needs to Do RIGHT NOW | The Ambitious Podcast

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EP.98: The AI Shift: Future-Proofing Strategies Every Entrepreneur Needs to Do RIGHT NOW | The Ambitious Podcast · Ambitious Podcast

0:08
Hello and welcome back to Ambitious.
0:10
Today we are talking about all things AI and this is actually a
0:13
two-part series that we are doing because this is such a
0:17
centered topic in the world of online business.
0:21
I will tell you right now there is not a single industry that's
0:23
not going to be impacted by AI. There is not a single business
0:26
that is not going to be impacted by AIAI is not coming.
0:31
AI is here. And so there's two things that I
0:33
really want to dive deep into in Part 1.
0:36
Like today, we are going to be going into all things what you
0:40
can see already happening with AI in business.
0:43
So we're going to talk about some shifts and changes you'll
0:45
be seeing. We can also to talk about ways
0:48
that you can overcome these shifts and changes and what you
0:50
can do within your business to kind of, you know, stay ahead of
0:54
the curve, if you will, And to look at what's already changed
0:57
in the online business world, what's happening in marketing,
1:00
what's happening in sales, what's going on within services
1:03
and delivery, education courses, customer service.
1:08
All of it is what we're diving into today.
1:10
But on Part 2, we are going to be diving into everything that
1:13
you need to know to be ahead of the curve because we're also
1:17
going to be looking at not just what's happening now, but also
1:20
at predictions of where AI is going.
1:23
So this is really going to be, if I was going to be direct with
1:26
you, like an AI handbook, OK? Part 1 is going to be
1:29
understanding what you can do right now to ensure that you are
1:32
up to date with the changes that have already happened with AI.
1:35
Part 2 is going to be looking at making sure that as you scale
1:38
your business, as you build out your strategy for the year, for
1:42
the quarter, to ensure that you are also looking and forecasting
1:46
ahead of what's going to happen with AI.
1:48
To ensure that the plans you're making, the products you're
1:51
creating, the marketing you're developing, the brand you're
1:53
building is considering the reality of what is coming down
1:57
the line. So we're going to help you not
1:59
only with the current state of what's going on, but also the
2:02
future of what is to come. So with all that being said,
2:04
let's get into today's episode. So OK, so first we're going to
2:08
start with what we have already seen AI do.
2:11
And listen, you're going to see me look at my notes today and
2:13
that is because I have copious notes that I want to discuss
2:16
with you. So consider today to be a little
2:18
bit of a master class almost. First, I want to say there's
2:22
marketing, right? So the marketing aspect of
2:24
things we already are seeing, we are seeing lots of people using
2:28
this for things like copywriting visuals.
2:31
It's doing things at A at a rate and a speed that many of us
2:36
could not even fathom, right. So you can put in the ask or the
2:40
request of it to write a caption for you and it can do it within
2:42
seconds, which might have previously taken you half an
2:45
hour to do. And the thing that I would say
2:48
is that this is going to impact content intensely because this
2:54
is going to be looking at how we can make quality content, not
3:01
quantity. You know, quantity is not
3:03
necessarily going to go away, but quantity is not going to be
3:06
the marker of success any longer because quantity has never been
3:10
easier to do. So previously, there was a
3:13
couple years where it was really like, who can produce the most
3:16
content, right? We've seen people who are really
3:18
deep into repurposing. We've seen people who've been
3:20
doing 2-3 Tik Toks a day. Like there really is there has
3:24
been this this era of high, high volume content.
3:28
And, you know, for a while that was something that was more
3:32
labor intensive to do, more strenuous to create.
3:35
But because of AI, it's actually become much easier to do now.
3:39
So we're going to see a surge of a lot more content being
3:43
produced. And so because of that, the
3:46
really name of the game now is quality.
3:48
It's the quality of the content that you're producing.
3:51
It's the quality of the marketing that you're producing.
3:54
And quality again, is not just about high production value.
3:58
I mean content and marketing in the sense of depth.
4:02
OK, So what does this mean for you?
4:05
The thing is, if your content or your marketing, if it connects,
4:10
if it actually helps people to connect dots, have a level of
4:14
awareness, if it gives insights, if it tells stories, that's not
4:19
something that AI without intense prompting can do for
4:24
you. And so because of that, really
4:26
what your focus should be when it comes to content right now is
4:30
to focus on brand and the significance of brand and the
4:34
depth of your brand and frankly, the strategy of your brand.
4:38
And what I mean by brand is like all of us have seen the captions
4:44
that you feel like you read it. And even outside of like those
4:46
dashes that are like a signature, you know, ChatGPT
4:50
styling thing, even outside of those, we can see a caption and
4:54
almost instantaneously we'll know that there was some AI
4:57
involvement just because of the language of how it was produced.
5:01
Now, one of the things that I think is the most important
5:03
differentiator is to ensure that your marketing moving forward is
5:08
really hyper focused on integrating your brand voice.
5:12
What I mean by that is you need to ensure that you are getting
5:15
your tone, your phrasing also like emotional cues so that
5:20
you're not getting generic copy. And I was just actually
5:23
literally right before we press record, I was just on a coaching
5:26
call with somebody and they had someone in their marketing team
5:30
that we were reviewing their captions.
5:32
And I said to them, listen, this is a really good caption in the
5:35
sense of it hits all the strategic buckets.
5:38
But one of the things that I will tell you as soon as I read
5:39
the caption is it does scream AI to me, Meaning it does have
5:43
symptoms in it. It does have a good agitating of
5:45
what the source of their problem is.
5:47
It does talk about your support and your framework.
5:50
It does talk about some results like it's hitting, it's hitting
5:52
some core signature things that you need to be doing.
5:56
But there is this undertone of AI within it.
6:00
So what I recommended to them is to make sure that you add your
6:03
personality back in, add some storytelling back in, add
6:07
phrasing that is specific to your brand voice back in.
6:11
There's going to be this really easy divide soon as to what you
6:15
can see is someone's brand voice versus just template copy.
6:18
It kind of feels like it's just generic auto populated.
6:22
Here's your pain points and they posted.
6:24
So I think focusing on what you can do in this is focusing on
6:27
developing your brand voice, understanding your brand
6:30
strategy, because only if you can understand your brand
6:32
strategy can you actually integrate that within your
6:35
marketing. You also want to shift your
6:38
focus from simply just putting out quantity of content versus
6:43
quality. And what I would say is
6:45
activation. OK.
6:46
So that's kind of the the word that I would think about when
6:49
you think about the future of marketing and content is that
6:52
the name of the game is not going to be volume.
6:54
Because truthfully, the volume thing is going to with AI become
6:58
basically automatic for every single creator or every single
7:02
business or brand to be able to achieve.
7:04
So how do we make you stick out? You need to have clarity of how
7:08
to ensure that your messaging and your marketing emotionally
7:11
resonates with the people who consume it.
7:14
So if you are creating pieces that right now you're like, I'm
7:18
teaching, I'm adding value. Yes, it's information, but
7:22
again, we need personality and we need depth and we need, if I
7:26
was to streamline it, personalization, right?
7:30
So we need the information or the pain points you've been
7:33
discussed or the product that you're talking about to really
7:36
become another level of personalized within the
7:40
marketing. Because only by doing that are
7:42
you going to really make your marketing feel unique versus
7:46
just truthfully another flavor of what they've seen seven other
7:49
posts of today. The other thing that I also want
7:52
to encourage you to do is to also look at using AI in the
7:57
right places within your marketing.
7:59
So I actually really encourage people to use AI for idea
8:03
generation. So like if you're trying to
8:05
figure out an idea for your marketing, if you're trying to
8:07
come up with a concept for your marketing, that can be something
8:10
that we give, we give people tools, we give people our
8:12
frameworks to put into their AI because it is, it is effective,
8:17
it is supportive for you. And you can without a doubt, use
8:21
AI to come up with ideas for your marketing if you know what
8:23
to prompt it. So that is for sure.
8:26
But it really is about taking the pieces that you've been
8:30
doing thus far and using AI to support you in telling that
8:34
material in a much more resonant way.
8:37
So one of the examples that I gave to a client recently is I
8:40
gave her a framework and I said, listen, I want you to pull all
8:43
of your social proof. So all of the case studies, all
8:46
of the things that you have had from clients that have seen
8:48
results, you're going to compile all of those.
8:51
When you compile all of those, you're then going to take this
8:54
framework that I gave her and you're going to pair each
8:57
testimonial or each case study with this framework and queue.
9:01
And it's going to provide to you a series of different ways that
9:05
are emotionally resonant for you to go and then market it.
9:08
So then she takes that clarity of the five flavors for each of
9:12
her testimonials or each of her social proof, and she takes that
9:16
and she puts it in marketing. So you want to think about using
9:19
AI as part of your process. You want to think about
9:21
integrating it to say where in my pipeline of marketing is the
9:26
human touch needed and where in the process is it actually
9:30
efficient and essential, frankly from a production standpoint for
9:35
us to be more efficient and intentional.
9:38
So when we look at marketing, the other thing I will say, and
9:41
you'll kind of get this from my example, frameworks are so
9:46
insanely important. One of the things that I think
9:49
has come up with in marketing is marketing for many people has
9:52
always felt like this interpretive thing, right?
9:55
So marketing has always felt like it's, you know, this person
9:57
sees this for my marketing and this person sees this for my
10:00
marketing. And it always kind of felt like,
10:02
yeah, it was interpretive. It was something that you kind
10:04
of had to get someone's genius for.
10:07
But the exciting part, I think with AI and the rise of it is
10:10
that marketing doesn't have to be interpretive anymore.
10:13
Marketing doesn't need to be, well, this person's kind of sees
10:16
this crystal ball of what they think.
10:18
For my marketing, I will tell you, I use an AI platform today
10:22
that basically can audit anybody's videos, whether it's
10:26
long form, short form, any of it.
10:28
I can give it a sample of material, it can review that
10:31
material. It can pull structures of their
10:33
videos, it can pull topics of their videos.
10:35
It can pull their what their hook structure is, what they're
10:38
called action structure is like. It's literally never been easier
10:42
to understand the structure of what is allowing certain
10:46
people's creative to work. So the reason I pull structures,
10:51
the reason that I pull frameworks for myself, for
10:53
clients is because the goal is to develop a framework in order
10:58
to prompt AI and give AI, you know the instructions it needs
11:03
to give you a good quality product or a good quality
11:07
response. You have to know what to feed it
11:10
and what you need to be focusing on when you're feeding it is
11:13
feeding it frameworks because that really is the only way that
11:17
you're going to be able to get rinse and repeat results from
11:20
it. So I don't know if you've ever,
11:21
you know, for a simple model or simple example, there's many
11:25
times that when you go to use ChatGPT, you'll put something in
11:27
and you feel like like the other response was way better and this
11:30
results not great. That's often because the prompts
11:33
we're putting in is not either specific enough.
11:36
It doesn't have enough bumper lanes around it, which again,
11:38
why structures are so helpful. And there's not enough
11:42
consistency in the ask, which is why you don't have consistency
11:45
in the response. So what as a marketer is really
11:49
going to separate you is that you understand your frameworks,
11:53
right? Because when you know your
11:56
framework for messaging, for content production, idea
11:59
generation, for even editing, right call to action, selling
12:05
social proof, there's endless examples.
12:08
If you can do that, it means that it's something that AI can
12:12
guess what you're doing, but it can't directly replicate it.
12:16
So there is two ways that you can use AI.
12:20
One is proactive and one is reactive.
12:24
OK, so the example I gave you of that platform that I put all
12:26
these videos into, that's reactive.
12:28
It means that my video, for example, has already gone out
12:32
and I can submit to AI these top performing videos and it can
12:35
pull what it believes are the consistencies throughout it.
12:40
But here's the thing, if you have a framework that you're
12:43
using in your marketing, rinse and repeat over and over again,
12:46
you know exactly why it's working and therefore of your
12:50
framework what to double down on.
12:52
So it really, I will tell you, become so easy to use AI for
12:57
your marketing in any stage, again, from idea to production,
13:01
as long as you have frameworks to anchor it into.
13:04
The issue that I see is that most people don't have
13:07
frameworks, They don't know what to prompt it, which is why
13:09
they're not. They feel like they get these
13:11
kind of generic, not really personalized feel like it feels
13:14
like they need a lot of editing type of responses.
13:18
And so like the other day, I literally ran a client through
13:21
one of our frameworks initially and then also taught her how to
13:24
use it with an AI. And what used to take her and
13:27
her team a three hour meeting now has been able to be done
13:31
within basically 3 seconds of putting this prompt in.
13:35
And they are a marketing agency. So what they're also doing now
13:38
is taking this model and using it for all of their clients.
13:41
So think about how much time is going to give them back.
13:44
Think about how much money it's going to give them back.
13:46
No cost of hours being spent on things that are not necessary.
13:49
There's a lot of opportunity here.
13:51
OK. So The thing is, and I want you
13:55
to think about this as the anchor for marketing, AI is
13:59
going to be able to write your words.
14:03
But the thing that AI cannot do is that it cannot at this moment
14:07
in time, as we record this, replace your overall worldview.
14:12
OK, So AI can replace your words.
14:15
It cannot replace your individualized personalized
14:19
worldview. And that is a really important
14:22
distinction because the words will no longer be the anchor of
14:25
value. The overall perspective is going
14:29
to be the thing that people are anchored into now.
14:31
Now let's shift a little bit into sales and more customer
14:33
experience focused. OK.
14:34
So the thing I will say with sales, my goodness, there's so
14:38
much evolution that's already happening with AI when it comes
14:42
to sales. So the thing I will say is that
14:45
there's a lot that can be done to analyze sales data with AI.
14:51
So like people putting the information of their pipeline
14:53
into AI and saying evaluate basically my sales pipeline and
14:57
where it's broken. People also have automatic
15:01
trained bots now to review sales calls.
15:03
So if you are someone who has a closer or if you're somebody who
15:06
has, you know, maybe even one of your team members is doing
15:09
client kick off calls or they're doing strategy calls for
15:12
clients, you can run their recordings through AI to cross
15:16
check your framework of how they're supposed to do kick off
15:18
calls. So it's really reducing the
15:21
manual aspect of feedback and the manual aspect of reviewing
15:25
data for sales calls. So there's a lot of automation
15:29
happening. There's a lot of feedback
15:31
shortcuts happening. There's a lot of as well like
15:34
follow up e-mail sequences, you know, automations of AI to get
15:38
back to people are on board them.
15:40
So there's a lot, a lot going on already within the sales world.
15:43
And we are also integrating some of this with teams now to help
15:48
their high ticket phone closers to leverage AI to allow them
15:52
more time to sell in the parts where they have to be needed,
15:56
meaning on the calls, you know, doing the face to face type
15:59
work. So the thing I will say with
16:02
sales is that speed is going to become something that's assumed
16:08
and with that, the speed is needing to be paired with
16:12
personalization. So an example could be you get
16:15
off of a sales call and you want to send someone a next steps
16:19
e-mail or a information e-mail of, you know, your offer, your
16:23
service, whatever might be. The goal would be to put in just
16:27
the required information that's needed.
16:29
It would auto populate into an e-mail that would send off to
16:33
that person. Right.
16:34
So I just want to take a second. If you are someone who's new to
16:37
AI, you're probably thinking my brain hurts a little bit.
16:40
OK. And I want to first of all, say
16:43
it's all good. We'll take a breath.
16:45
I just catch myself because I do find this stuff very
16:49
interesting. I know that for me, I've spent a
16:51
lot of hours in it, researching it, learning it.
16:55
But with this, the other thing I want to notice, if this feels
16:58
like Greek to you, that's totally OK.
17:02
And 2nd, I want you to know that if this does feel foreign to
17:05
you, this is the invitation I was talking about the beginning,
17:09
which is that this is something that if you are not using it, if
17:12
you have been sending manual this and manual that and you're
17:15
like, Oh my gosh, I realized I could be doing so much more if I
17:18
was using AI. Let this be the the invitation
17:21
to do that. Let this be the invitation to
17:23
lean into being more curious about the ways that AI can
17:27
support you and your business. Because the exciting part about
17:30
this is you can get your time back.
17:32
You can get money back. You can get hours back not only
17:35
for you but also from a team member if you have some on your
17:38
team. So let's get into sales.
17:41
OK, so buyers in today's day and age expect speed because there
17:48
really is becoming less and less reason for us to not have speed.
17:52
But many of us have also experienced the aspect of non
17:55
personalization. So if you have just as I have at
17:57
times been personally victimized by the automation of auto DMS
18:04
that are being generated and auto responses, type me this
18:07
keyword and I will send you this link, etcetera.
18:10
If you are somebody who does that within your business, you
18:15
probably have also been on the receiving end of that.
18:17
And it doesn't feel amazing because you can tell that it's a
18:20
robot, right? The way that I kind of equate
18:22
this as a connection or equal to it is like when you call
18:25
customer service for something. So like I had my Internet that
18:29
was down a little while ago and I called customer service.
18:31
Well, man, I went from Robot One to Robot 2 to Robot 3.
18:35
And with that, there was no personalization.
18:38
I wasn't able to say, here's what I'm experiencing with my
18:41
Internet. I had to say option one or
18:44
option B. So that part of the, the black
18:47
and white nature of it, the boxes that I was offered, it's
18:51
very frustrating because there's no personalization to say here's
18:54
what I'm experiencing. So the same thing is true when
18:57
it comes to sales. There are people who are trying
18:59
to be fast at sales, but in the speed goal that you have, you're
19:04
losing out on personalization. So the goal is to find the
19:08
medium, which is to say I want to have speed, but I don't want
19:12
to compromise personalization in the pursuit of speed.
19:17
And that's really where you're going to win when it comes to
19:19
sales with AI. So one thing you want to look at
19:23
is response time, OK? So you should have a pretty
19:26
quick response time when it comes to really anything within
19:29
your business sales wise, DMS, calls, emails, like all of those
19:34
should generally speaking be pretty quick from inquiry to
19:38
response. Again, I think that speed is
19:41
going to be something that over time is going to become more and
19:43
more of an expectation of any consumer or client that you work
19:47
with. The second thing is that you
19:50
also want to personalize your funnel.
19:54
So one of the things that you know, has been pretty common or
19:57
pretty popular for years is that people have had kind of this
20:01
like standardized funnel. Right.
20:03
So there hasn't been a lot of customization.
20:05
I think now, because AI, again, if you think about like an
20:09
e-mail funnel, well before the thought of writing 15 emails for
20:14
a response, let's just say on something was really strenuous
20:17
because you thought, OK, well, if I, let's just say have a quiz
20:20
to have a quiz that has a follow up e-mail sequence and you have
20:25
to write 15 emails as part of that funnel, thinking about
20:28
doing that and personalizing it for four different responses
20:33
would be enough to make you be like, I can't do this right?
20:36
No quiz. But with AI, if you have a
20:40
standardized response structure, again, this comes back to
20:43
framework. If you have a standardized
20:45
response structure of what you want in those emails, and let's
20:49
just say there's six options of what someone can pick in that
20:51
quiz as their final answer, you can have 6 e-mail sequences with
20:57
the same framework customized within half an hour.
21:01
Like the barrier to creation is not difficult any longer.
21:06
So there is an aspect of you can personalize more of your funnel.
21:10
You can personalize more of a sales process because the
21:13
creation of what it takes to make it personalized is faster.
21:18
So there's no reason to cut back on personalization in an effort
21:22
to be quote UN quote scalable any longer.
21:25
The other thing that I think is important is to also train it to
21:30
sound like you. And this is something that if
21:32
you've ever received like a sales e-mail or like even an
21:34
onboarding e-mail, a response e-mail and you go, man, that was
21:38
so obviously created by by ChatGPT or by AI, the reader,
21:44
the consumer knows. So this is not something that
21:46
you're hiding from them. It's not something that they're
21:48
not aware of. They are blatantly aware that
21:50
you are using AI if you are not overly customizing it to sound
21:55
like you. So one thing that I think is
21:56
important is if you're going to be using any kind of AI in your
22:02
sales process, similar to marketing, you should be
22:05
training it to sound like you. You don't want to be sending out
22:09
emails that feel like they are a bot because again, we know
22:12
personalization inside of sales is going to be the name of the
22:15
game. The other thing that I also want
22:18
to look at is how can we add in human touches?
22:21
OK. So if you think about, you know,
22:24
for example, a standardized proposal, let's just say that
22:27
you send to somebody. Well, if you have a standardized
22:30
proposal and that's kind of auto generated, probably using a lot
22:34
of automation, potentially using AI in it.
22:37
If you're already using a lot of standardized automated AI
22:42
generated documentation messages, all of that, there's
22:46
not a lot of human factor. And it's interesting because in
22:50
the previous years, we kind of saw the shift, right?
22:53
We saw a lot of human to human. So we have like a lot of sales
22:56
calls, a lot of, you know, voice notes back and forth.
22:59
Like there was this era where there was a lot of human
23:02
interaction when someone wanted to buy something.
23:05
Then we shifted into like, oh, automation, which meant like, no
23:08
more sales calls. Everyone wanted people to buy in
23:10
the DMS. Everybody wanted people to go
23:13
through many chat and just go through an automated funnel.
23:15
They are never involved in the DMS.
23:17
They really were trying to, as much as humanly possible, remove
23:21
themselves, remove themselves, remove themselves.
23:25
The thing is, what it meant was that we got so deep into
23:28
automation and then AI came and we go, OK, great.
23:31
Well, we've been put into a machine and now even when we are
23:35
trying to do something, often times, even though it might seem
23:38
personalized, it's still a machine.
23:40
So what's happened is we've gone now into this place where
23:43
there's 22 kind of themes happening simultaneously, which
23:47
is that consumers really want speed and they want to get what
23:53
is that they're looking for quickly.
23:55
But more than ever, they appreciate human connection.
24:01
The amount of people that I have had who've said, hey, will you
24:05
like do a call with me? If I want to sign up for private
24:08
mentorship, I'm like, yeah, of course.
24:11
And just the the sheer shock factor that somebody can
24:15
actually speak to me if they want to buy for some people
24:19
blows their mind. And that's because they put been
24:22
put through so many funnels and so much automation and so much
24:26
this is not talking to a person and you're now in this e-mail
24:29
sequence and then you get this automatic e-mail for this.
24:32
There's been no human connection.
24:34
So now more than ever inside of sales, the personalized touch is
24:39
doing very, very well when it comes to conversion.
24:42
So for some people this might be you know audit calls that you do
24:46
with people, it could be sales calls that you do.
24:49
I have a couple agencies that when they send proposals, they
24:52
send a attached loom video as their sales task for that person
24:58
to say yes, our proposals pre created yes, the emails you're
25:01
getting are pre created. Yes, the onboarding is pre
25:03
created. Everything is really automated
25:05
and pre established. But the thing that they're doing
25:09
is they're adding in that personalized loom.
25:11
And I have a client that I am not even joking, they close 90%
25:16
of all of the inquiries that come in because they do this
25:19
personalized loom. It's them taking time out of
25:22
their day, out of their schedule to really think about the client
25:26
and add that personal touch and it works super well.
25:30
So I would say anything that you can do to personalize your sales
25:33
process to make it feel a little bit more intimate, to make it
25:36
feel a little bit more human, frankly, is going to work in
25:41
your favor. Now, this is not me telling you
25:43
to do tons of calls with everybody, tons of, you know,
25:46
manual messages, everything should be you.
25:49
That's not what I'm saying. You want to map out your sales
25:52
process and say, OK, of this, where can I use automation?
25:55
Where can I use AI and where can I add a human touch?
26:00
It's something that I will, I will tell you right now, you
26:03
will not be disappointed if you are someone who starts to
26:06
actually audit your world in that way.
26:08
And here's how I just wrote down a line that I said to a client
26:11
the other day, Sometimes I'm like in the middle of coaching
26:13
calls and I'll be like, did I just say that?
26:15
That's, that's good. I'm going to note that down.
26:16
So I note it down. And I said, listen with sales,
26:21
remember that AI will handle your efficiency.
26:24
You handle your empathy. The combination of both is what
26:29
will close your sales. I'm going to say that one more
26:32
time for the people in the back. AI will handle your efficiency.
26:38
You must handle the empathy. When you have both is when you
26:43
will close sales. Sales is no longer about the
26:49
human or the automation, It is about these two worlds
26:52
combining. And if you can master that, your
26:55
sales are going to scale along with it.
26:58
So with it, I want to transition now into a little bit of
27:02
delivery. OK, So what is happening?
27:05
AI has removed a lot of bottlenecks, OK?
27:09
So like if you are somebody who spent hours building
27:12
presentations, there's AI that can build presentations for you.
27:16
If you are someone who spent hours building out resources for
27:19
clients, if you gave me a training, I can make your
27:21
resource in probably 20 minutes, right?
27:23
So the time, the duration that it takes to make resources has
27:28
been cut down. The you know, ability to get
27:31
answers and assess data and review.
27:34
For example, a call recording with someone to take notes.
27:38
I remember way back when before AII would do intensive with
27:43
clients and it would be like a 5 hour intensive.
27:46
I would, before AI was around, sit through the day and make the
27:51
notes during the day, but I'd also sit through the recording
27:55
and go through making line by line the notes of what we
27:57
discussed, action plan, strategy, outline, all of that.
28:01
Now I can take the exact same notes that I took during the
28:05
session on my computer. I can take the recording
28:07
transcript, combine the two of those, pull from my old business
28:11
plans and the structure that I want it all to be filtered into,
28:14
and boom, you've got a business plan.
28:17
So this is something that can be used in every area of your
28:22
business, OK, including delivery.
28:24
So with this, the thing that people are actually wanting now
28:30
is they want personalized insight.
28:32
And you're probably picking up on a theme here, OK?
28:35
This is no longer an information age.
28:39
If the thing that you think is the reason someone's going to
28:42
work with you is because you could do a service for them or
28:46
you can just teach them something, it's not just about
28:49
giving them information and it's not about just doing a service.
28:53
It's about doing a service or providing A consult or coaching
28:58
in a way that is personalized strategy, not just strategy.
29:03
And this is where I think a lot of people are frankly going to
29:06
get squashed within business is that there's so much reliance on
29:11
like, well, I teach them things and I teach them this and come
29:14
learn from me. The thing is though, if I
29:16
literally searched make me a web designer and I want low ticket
29:21
offers, high ticket offers. I want to market on this
29:23
platform, I want to do this. I want to launch checklist.
29:25
I want this. If I gave it very specific
29:27
prompts, it could tell me what to do.
29:30
Now, here is the thing. The thing that AI provides to us
29:34
is information, but it doesn't provide discernment.
29:40
So we don't really know right now when we get a response
29:44
unless we have full confidence as to what we prompted it.
29:47
Meaning like if I don't, if I give it a framework, I have full
29:50
confidence that what it gives me is what I'm looking for because
29:53
I gave it the bumper lanes. But on the contrast, if I just
29:56
ask a general question for something, I'm going to get
29:59
information. The only thing that I cannot be
30:02
1000% certain of if I said like, make me a web designer in the
30:05
next 30 days, here's what I'm looking for.
30:08
The thing that I won't know is if the information is
30:11
information or if it's information that really is
30:14
impactful and personalized to me.
30:17
And that's where in delivery the real value is going to present
30:21
itself. So it's not about just giving
30:25
clients data. It's not just about giving
30:28
clients a strategy. It's helping them to understand
30:31
how the strategy can be customized to them.
30:34
It's teaching them how to customize, not giving them the
30:37
information because the information truthfully is
30:40
already readily available. I just was talking to somebody
30:43
about data today and we were talking about the fact that, you
30:47
know, data and the fact that you can capture data, that you track
30:51
data that is no longer the most compelling part of their
30:55
service. It's the analysis of the data
30:59
and the fact that when someone gets the analysis back, it's so
31:03
deeply personalized to their goals, where they've come from,
31:06
where they're going, I'm out of team members, all of it.
31:10
So there's an aspect of personalization.
31:11
They're paying for discernment between the information they're
31:15
getting from AI and what they should go act on.
31:19
And they also are going to have a very, very high expectation
31:23
with any service on outcomes. If you are not getting outcomes
31:26
for people, you are going to feel a ton of pressure from
31:29
clients because you're going to have them asking, you know, if I
31:34
am not getting outcomes, why am I here?
31:36
Because the reason I'm here is no longer just about getting
31:41
information. It's got to be about integration
31:44
in a personalized way or outcomes, if not ideally both.
31:48
Now, one of the things I would recommend is integrate AI into
31:52
the back end of your business. So if you are someone who's not
31:55
using this in delivery, if you're not using this in
31:57
streamline ways behind the scenes within your offer, I
32:01
really, really recommend to do that.
32:03
So things such as summary notes, right?
32:06
So like even for me, when I used to be on coaching calls with
32:08
people, I would be sitting there and taking notes.
32:11
Well, now you can take the AI recording and have it auto
32:15
summarize again with a very specific rinse and repeat
32:19
systematized prompt. You can say take this recording
32:23
of a sales call and I want you to pull out the following
32:25
things. For me, that is something that
32:27
is possible without me having to do anything manually.
32:30
The same thing is true not in delivery, but also in sales
32:33
calls. If you have sales calls, you can
32:34
have it take notes of what were the marketing things that this
32:37
person noted, what was the problems they had.
32:39
There's so much that you can do, so you want to be looking at how
32:43
can you use it to automate repetitive tasks?
32:47
How can you use it to summarize things?
32:49
How can you use it to create resources in half the amount of
32:53
time it might have taken you previously.
32:55
I also will say wherever you save time, you now as a result
32:59
of integrating AI within your delivery, you can save that time
33:03
and reinvest it. The goal is to look to use AI to
33:09
be the most efficient possible, and when you do that, to
33:13
reinvest that into other areas that really require the human
33:16
factor, because this is where business is going.
33:19
Business has just always been humans doing manual things.
33:23
We've had some automation, we've had some systems and processes,
33:26
but there's been a lot of human involvement.
33:29
The next wave is really going to challenge you to say, can you
33:35
take and observe and find and discover all the areas in your
33:39
business where AI can automate, refine, save time, save
33:43
resources, reduce team cost, all of that?
33:46
Can we look to really dial it in?
33:49
Because then the only thing that you have yourself and your team
33:52
for are the things that truly, deeply require the human touch.
33:57
So this is not to say that AI is going to replace humans, it's to
34:03
say that it's going to create a space where humans are really,
34:07
truly needed, and it's going to create more efficiency in the
34:11
areas that weren't efficient for humans in the 1st place, right?
34:14
So like things that used to take us tons of hours, it didn't
34:17
require our face, our voice, our empathy, our personalization,
34:21
right? Like they were just kind of like
34:23
monotonous tasks that we did all the time.
34:25
Great, you're getting your time back.
34:27
I'm, I'm excited about AI because I think it's going to
34:30
help in delivery for you to be in a place where you are truly
34:35
most needed. So This is why I want to invite
34:38
you to not be scared of it. Don't be worried about it,
34:40
anxious about it. Get curious and say if I'm going
34:44
to scale this business or if I've already scaled the business
34:48
and I want to protect how much we've scaled it.
34:50
I have to understand where are the moments in my business where
34:54
I as the human personalized empathy factor are most
35:00
impactful? What are those moments?
35:02
And we block those off to be where you are.
35:05
And we look to use automation and AI to take care of the rest.
35:09
The other thing that I would also say is you want to look at
35:12
taking and delivery your process and making it into IP.
35:17
OK, so intellectual property, so I really now am looking at my
35:23
entire curriculum and I've already started this, but our
35:26
entire curriculum I am basically creating into frameworks so that
35:31
somebody can take the framework once they join our program and
35:34
they learn the frameworks, they can take those frameworks, put
35:37
them into AI and use those as something to be able to
35:41
integrate or execute those frameworks in half the time.
35:45
So one of the things that used to be slow, right?
35:49
Let's just say is that if I have a framework, number one, I have
35:52
to teach it to somebody. So there's the resource of that
35:55
2, They have to try to digest that in a way that makes sense
36:00
for them. They have to take notes on it,
36:02
which again, now there can be an associated notes that goes with
36:06
the training if you want, or you can create notes for any
36:08
training you consume. There's associated notes that go
36:11
with it. But then what's the biggest
36:13
question that all of us have? We look at what does this look
36:16
like for me? Can you give me some examples?
36:19
If I wanted to execute this principle, what would it look
36:21
like? They already start to get the
36:23
ball rolling. They have made so much progress
36:26
in the strategy that I teach because I gave them the
36:29
framework. Now that they have the
36:31
framework, the time we get together is really about
36:34
personalization. So my value as a coaching call,
36:40
for example, now is no longer about just, you know, well, I'm
36:44
going to teach somebody something on this call.
36:46
It's about saying here's the framework, let's personalize,
36:49
here's the framework, let's personalize.
36:51
I now am becoming less of a teacher and more of an
36:56
integrator, which is helping people to personalize and
36:59
integrate the information that they were given within the
37:02
program to themselves. Less of just let me teach you
37:05
information, you're going to learn XYZ when you come to me.
37:08
Yes. The thing that allows us though
37:10
to be really impactful from a delivery standpoint is the fact
37:13
that everything has become a framework.
37:16
And we are even teaching our clients to do this.
37:18
Like I have a client that I'm helping who works in the social
37:21
workspace and we were looking at what she does with an
37:25
organization. So like she helps different, you
37:28
know, shelters organizations to basically become more efficient
37:32
from the inside so they can create more impact in their
37:34
local community. And she does a lot of
37:37
operational organization and things like that, policy
37:40
changes, etcetera. And when we were talking, she
37:45
originally was like, I do similar things with people, but
37:48
I wouldn't say there's necessarily a framework that I,
37:50
I kind of anchored into. And now she has a framework.
37:53
We, we literally took her process together and distilled
37:57
that down to kind of five core phases.
38:00
And those now have become an organization structure for her
38:03
to operate off of. And so every client that comes
38:06
to me now is getting a framework for either the things they do
38:09
with clients or in their world, or even just for themselves of
38:14
their transformation because it helps them to anchor it into
38:18
something to remove this constant need for, you know,
38:22
just endless custom work all the time.
38:26
There's the anchor of a framework that's rinse and
38:28
repeat. And then they customize where
38:30
it's applicable, but not ever feeling like they're reinventing
38:32
the wheel over and over. So with this, one of the things
38:36
that I noted that I wanted to share with you was you want to
38:39
shift your messaging and you want to shift kind of like the
38:43
pitch or the promise of your offer.
38:45
So we manage this for you. So we optimize this for you, OK?
38:51
This was something I really wanted to hammer home.
38:54
We are in a time now where it is all about results, not just
38:59
about deliverables, OK? And I want to just make that
39:03
really clear. Your offer, your service, your
39:06
coaching, your consulting is no longer about your deliverables.
39:12
It is about results, which means the success of your product or
39:19
service is directly tied to the level of consistent results that
39:26
you can generate for the people inside of your world.
39:30
So if you are somebody who's like, will you get this, this,
39:33
this, this, this within our service and you've been really
39:36
deliverable focused, meaning you've been really trying to
39:39
sell to people your product or your service on the basis of the
39:44
fact that they get all this stuff.
39:46
All that stuff is no longer really the compelling factor, in
39:51
my opinion, to why someone invests nor why they would
39:55
reinvest. OK.
39:57
So now it really is much more of a game of how do I not just
40:02
focus on what they get because again, people are going to
40:05
expect more and more deliverables because of the
40:07
efficiencies of AI. Now it's actually about what
40:11
results, what outcomes, what proof of process can you show
40:15
me? And the people who have the best
40:17
outcomes are going to be the ones who win.
40:20
And if I could simplify this for you, the reason that people care
40:24
and will care even more now about results and outcomes is
40:28
because if all of us have access to information, all of us have
40:31
access to AI. The consumers perspective is the
40:36
person I'm learning from or the person I'm getting a service
40:38
from must have different information like or specific
40:43
information, or they must have really specific frameworks or
40:48
very specific ways that they personalize it.
40:51
And they probably have really specific ways they're using AI
40:55
to package that information and personalization together, right?
41:00
Which is those frameworks. So it is about information
41:04
personalization and the way you personalize is through
41:06
frameworks. So how that all comes together
41:12
and the success rate of that is going to show in client
41:17
outcomes. So if someone doesn't have good
41:19
information and they can't personalize very well as a
41:22
service and they don't have frameworks to do that
41:24
personalization to make it rinse and repeat, they're not going to
41:27
have rinse and repeat results. They're not going to have
41:29
consistent success. And so the consumer's going to
41:33
look at you and say, do they have great results, great
41:38
success rate with the people that come into their world And
41:40
that moving forward is going to be the difference factor.
41:44
Now here's the exciting and also potentially non exciting part
41:47
depending on who you are. I'm just going to be really
41:49
direct about this and I'm not going to sugarcoat it.
41:51
If you do not get results for your clients right now, you will
41:54
not survive the AI age. That's it, that's it, that's
42:01
literally it. Because I think about, you know,
42:04
right now, I could list you off the top of my head, 12 people
42:07
that I know who are in a similar space to me, who have tons of
42:11
clients who are not getting results.
42:12
And I know because all of them have shared this with me
42:16
personally. And, you know, there's always
42:19
been this this kind of, you know, discussion around, well,
42:24
you know, this person didn't put in the time, they didn't put in
42:27
the effort. They didn't, you know, apply the
42:29
information correctly. None of those excuses now are
42:33
going to be valid any longer because the integration of
42:37
something is going to be assumed to be part of the offer.
42:41
The understanding of the information is going to be
42:45
assumed as part of the offer. Meaning your clients not getting
42:50
results at a certain point when AI reaches a certain peak is no
42:55
longer going to be understood to be on the client.
42:59
It's now going to be understood to be on the knowledge.
43:02
And again, the efficiency, the AI, the teaching, the frameworks
43:06
of the company you. So if you do not get consistent
43:12
results for your clients right now, the invitation is to make
43:16
sure that you have a framework #1 for not only your service or
43:22
offer, but for the pieces inside of it.
43:24
Because if you do not have that right now, you're missing out on
43:27
time to practice getting those consistent outcomes.
43:31
And those outcomes are going to become the difference factor,
43:35
the IT factor, if you will, for your offer.
43:39
Now here's what I want to tell you.
43:40
It's all my education and digital product people.
43:45
AI is making knowledge free, OK? There's never been, in the
43:51
entirety of my experience on the Internet, there has never been
43:54
an easier time to get access to information.
43:56
And the other thing is too information, it's not, you know,
44:00
Google even changed the idea of how much information we had
44:03
access to. But it's not just about
44:05
information. There's also AI is creating this
44:07
ability for us to summarize, make notes of, to take clarity
44:12
from, to provide examples of like there's so much that AI is
44:16
doing to even help us to not just get information but also to
44:20
summarize it and tailor that information too.
44:23
So here's how I want you to think about it.
44:25
If you are somebody who has any kind of educational based
44:28
product, it is no longer about information, it is about
44:32
application and it is about accountability and connection.
44:37
OK, So if you have a mastermind, if you have a course, if you
44:40
have a membership, if you have anything in the education space
44:44
or world, the focus for you should not be just around
44:48
information, but it should be just as much involved in
44:51
application of that information and accountability and
44:54
connection. So I'm going to give you a
44:55
couple ways to think about this. Number one, add an aspect of a
45:00
human layer. There's not a single program or
45:05
course or any of that that is going to survive much longer as
45:09
AI takes off without a human factor to IT.
45:12
People more and more are wanting more and more human connection.
45:15
So this is adding coaching calls, you could add feedback,
45:18
you could add peer accountability groups, you could
45:22
add group calls, group trainings, workshops, anything
45:26
that allows human to human. OK, so that's why when you think
45:29
about it, it doesn't really matter what the the specific,
45:32
you know, category is. It really is just about the
45:35
emphasis of human to human interaction.
45:37
So whatever way that that makes sense or feels best for you.
45:40
The other thing is to you also want to try to think about it
45:43
less as I'm selling a product and more that you're selling an
45:47
experience. OK, So what I think about it is
45:51
like a brand experience. So there are two ways that we
45:57
can buy something. You can physically buy the
46:00
product or you can buy the experience of the product.
46:05
So for example, Starbucks is a great example of this.
46:07
And I use Starbucks as an example for everything because
46:09
they really do have a lot of business insights within their
46:11
company. But if you are somebody who
46:14
wants to buy, let's just say a coffee, OK, the coffee is
46:20
something that is the product. That's the thing that you want.
46:23
The thing that is the experience is the Starbucks.
46:25
The Starbucks is the customization, the customizer
46:28
syrup, the extra hot, the no foam, the more foam, the
46:31
cinnamon on top. That's the experience of it,
46:35
which is the fact that you're, you know, talking to the barista
46:37
who knows your name. And then they they put your name
46:40
on the cup and you've got all this personalization of what you
46:43
want for your drink. It's no longer just about
46:45
getting a coffee. It's an experience, right?
46:49
So it's the same thing. If you think about like a
46:50
Dunkin' Donuts, that's like giving you the product.
46:52
The coffee shop that I go to has like smooth jazz in the
46:55
background and they have like all this like abstract, like
46:58
bougie art on the windows. Everything is branded from front
47:02
to back. Like it's literally an
47:04
experience to have a coffee at their coffee shop.
47:06
So that's the difference between your product, meaning I just
47:10
sell this information versus creating an experience.
47:13
So I want to ask you, what can you do to make more of your
47:15
products and experience? Can you create a community?
47:18
Can you create a certain hub around resources?
47:21
Can you start a challenge? Can you do AQ and a section to
47:24
it? Can you do a live interactive
47:26
piece? Maybe you have a meet up once
47:29
every six months or in person, right?
47:31
Or like a virtual workshop or something, trying to get
47:34
creative with the ways that we can really create an experience
47:39
around the offer, not just an offer.
47:41
The other thing is too, you want to position yourself as a
47:45
curator, OK? So instead of you are the person
47:51
who teaches, like I said, you're going to become the person who
47:54
actually helps people to tailor information, summarize
47:58
information, integrate information to their specific
48:00
situation. OK, So you have to go from
48:03
teacher mode to integrator mode. That's the biggest difference is
48:08
you kind of have to be less of I will show you this versus let me
48:13
support you in doing this right or making this happen,
48:16
integrating this for yourself. The other thing that AI
48:20
obviously will do a lot of is helping to come up with lesson
48:23
ideas, meaning, you know, using it to come up with topics of
48:26
what you should teach people based on what they're
48:28
experiencing. You know, creation of welcome
48:30
emails, follow up e-mail sequences, accountability emails
48:33
for people, quizzes for feedback, integration of things
48:37
to increase audience or customer engagement.
48:39
Like there's a lot that you can do, but moving forward with
48:44
anything in the education space. So whether you're coaching,
48:46
consulting or digital products, membership course, any of it, it
48:50
really is not going to be information is the
48:54
transformation now. It's going to be interaction
48:59
that is the indicator of transformation.
49:01
OK. So thus far there's been a lot
49:03
of leniency on people just being like, well, I'm here for the
49:07
information. Even if they don't interact,
49:09
even if they don't participate, they were here for the
49:11
information, yes, but the thing that's showing them what the
49:16
value is now is not going to be information.
49:18
Because again, remember, information has never been more
49:21
readily accessible. So if we want to create a
49:26
business that really is tailored to the changes that AI is
49:30
already creating, these are things that we need to be
49:32
thinking through. So like today we went through
49:37
all of what we already have seen AI do.
49:38
So everything in marketing, we've gone through sales,
49:41
customer journey, delivery, operations, education and
49:45
digital products. Like there is so many things
49:47
that AI has already done. So if again you have been kind
49:52
of postponing AI, if you've been putting it off, we are already
49:55
seeing that's what it's done. That has nothing even touched on
49:58
yet as to what it can do. So in Part 2, we are going to be
50:05
going over exactly what the predictions are for AI.
50:09
So what you can anticipate is coming next when it comes to AI.
50:14
So today this was all about what we've already seen done.
50:17
And if you are a little bit behind the 8 ball, use this as
50:20
the invitation to say, OK, I've decided I'm taking AI seriously
50:25
and I'm going to start to look at what this means for my
50:26
business. You and I are going to be diving
50:28
into all things predictions of what is coming next with AI.
50:33
And most importantly, what you can do to not just adjust what's
50:37
happening with AI right now, but also put into your scaling plan,
50:42
put into your, you know, quarterly or your annual plan
50:45
for your business. How can I stay ahead of the
50:48
curve? How can I make sure that I am
50:50
not just thinking about what's going on with AI, but also what
50:53
it's going to be in the future? And making sure that the way
50:56
that you market, the way that you create products, the way
50:59
that you serve clients, everything is not just about
51:02
what right now is, but also what is going to be long term the
51:07
most impactful. And this is something I will
51:10
tell you transparently, businesses that I'm working with
51:13
are already doing. I just had AVIPA with somebody
51:16
and 1/3 of the day was literally AI proofing their business,
51:20
which was going through and looking at the trends of AI in
51:23
their industry, what kinds of offers we needed to reposition,
51:27
what kinds of messaging need to change, what kind of promises
51:30
need to be shifted because their industry is being impacted as
51:35
all of ours is going to be in business.
51:37
There's not a single industry that's not going to be impacted.
51:39
And so this is really for them. They said to me, Kate, I want to
51:43
be in front of the curve. So like, I don't want to feel
51:46
like I'm kind of behind the 8 ball and I'm like, oh crap.
51:49
Like we don't have that. We don't have that.
51:50
They were like, I want to be ahead of the curve.
51:52
And if you were in the same position, This is why AI is
51:55
super, super important. So if you also, by the way, have
51:57
any questions around AI, feel free to slide into my inbox.
52:00
If you want to send me Adm, shoot me a message.
52:02
I would love to chat with you about what AI might look like
52:05
for you and for your business. But all that being said, thanks
52:08
so much for spending time with me today.
52:09
And with that, I will see you on the next episode.
52:12
So, as always, stay ambitious.