Marketing Against The Grain

the day is of babysitting ai are over today i'm am joined by rachel woods she and her company amp help people become ai operators and she is here showing us her secret playbook for how she can build an ai operation for anything first of this is how we do all of our work this is how we run our entire company she's gonna walk you through how to build those playbook books she's gonna show you how to architect the systems and that is gonna enable ai to do any work that you need to do and she and her team have three x their productivity using this system it's a true master class let's get into today's show alright we are back with rachel woods she was on the podcast back in the good old days if you are a listener and a viewer from then like and comment below rachel i'm so excited to have you back market against the grain thank you it's been crazy last few years hasn't been the world has changed in every way possible and rachel you're here today because you're gonna help people go from an ai babysitter to an ai leader and manager and that's gonna help them be the d facto resource for ai ai ops ai transformation inside their organization and i know one of the ways that you do that and like part of your secret sauce is you give ai your playbook so that it can work on your behalf maybe we go straight into that so people kinda understand what we're gonna teach them today and so maybe walk us through how you actually do that awesome yeah i mean so first to anchor everybody you know there's a lot of different ways to use ai and the last thing i wanna do is discourage you from the ways that you're currently using it but what i would love to be interesting you too is kinda what that next level can look like especially if you're somebody that doesn't yet have ai systems set up that are running for you in the background that you trust and that are doing reliable work that you don't have to fight with fix or my favorite term which is baby so yes i love that i really like to think about this just like if you were to try to set up a person to be successful in doing you know your work or helping you with your work you're gonna give them some structure you're gonna be really clear of what you want them to do and so we call creating that structure creating playbook and to help you kinda just jump in and visualize what that looks like i'm gonna share my screen and show you how you can start to build out and play out these playbook just from going through a specific one i'm excited that we're diving right into this let's get into it yeah awesome so the key to getting ai to a place where you can really trust it to do work is to give it structure you may have already created some sort of structure with prompts or skills but what i wanna show you is how to take that to the next level of really creating like a step by step process right had to follow and this is an example of one of these playbook that the real version is something i use every single day multiple times a day and it's actually tripled the velocity of my team and how we plan and execute projects because we have ai go through and help on all the project planning for us autonomously in the background but this is a good example of a playbook and something that ai is then following for us and rachel for folks listening to the audio version you're doing this in claude you could do this in other systems you happen to be doing this in claude and i'm super excited because tripling your like kind of productivity throughput for how you manage your work is i think something everybody wants totally i mean it i i probably couldn't shut up about this enough whenever i first or that's why my team has a little bit a minutes but christmas you're waking up and you're like guess what guys i made something totally but you can do this and this is in claude but you can do this in any ai tool that can follow instructions so to make structure for ai to follow again we call these playbook books you really need to take your work and define four things the trigger which is what is gonna be the thing that kicks off the work like when do you actually want ai to start doing something then second you need to define the inputs what are you going to give to the ai that you wanna make sure that it doesn't start before it has those things from you because that's how you're gonna be you know delegated work to it and having it go off and do stuff what are those inputs the third thing you need to figure out was just what are the steps of exactly what you want the ai to do and the more specific the better because then you know that it's actually following the way that you want that work done and then the fourth thing is the output which is what are you want the end deliverable to be or why are you've been asking how to do that work in the first place first of all i think that some of the clearest framing i've heard in how you work with ai because ai can seem overwhelming to some people rachel but you just places like look you're giving somebody instructions just like you would give another person instructions you wanna give them instructions and it turns out whether it be human or ai the clearer those instructions the better the work gets done right like we've all have the coworker that we've you yeah you know what i mean and you know you kinda hand wave and you never get back what you want right and what you're saying is like no no i've actually played in with this a ton i've got these four steps that really drive clarity and by the way i would probably send this to my human teammate over here in the same format yeah exactly hey if you're enjoying our show today with rachel and you wanna take things to the next level we've got a great resource that you're gonna love if you're ready to build your own ai playbook we made a guide for that build your first claude skill file in thirty minutes it's the step by step workflow for building the skills in k and codecs it shows you how to identify the workflows eating your week and a simple three step exercise to document them so ai can turn them into a system if you want it click the link in the description or scan that qr code i love that something i joke about a lot is if you know you ever had a bad manager that kinda just like ab work to you just told you like go go do it and go figure it out versus if someone actually really set you have for success that's all you're doing here right yeah the marketing right we talk a lot about the brief and like what's the creative brief and what am i trying to accomplish these are all different flavors of the same thing clarity of the problem clarity of the instructions so that you could do your best work and by the way whether it be human ai most bad work as a result of just like not being clear what you're working on the problem you're solving and like the instructions around doing it so i think this is a good mental model for anybody who's just trying to do work i completely agree and so again i'm an example person so to help you kinda contextualize how to go through this i'll just walk through some of the things that we have in our project planning playbook because by the way out of today this to be a great first one of these to set up for anybody that that's listening so first the trigger right what kicks it off is whenever we wanna start a new project that's gonna be what triggers this what's really nice about triggers too is you can have this be something that's connected to an automation yes or running on a schedule so even in cloud you could have the triggers be like a scheduled task that runs every morning for other types of playbook yeah and like examples of that is like could they could be triggered off of emails that could be they could be triggered off of changes in other systems they also be triggered off of things that happen out in the world like if you're tracking your ai visibility on like chat gp and something changes you could trigger a project to take the actions to fix that visibility right there are all different types of triggers but triggers is like kind of a hallmark of really good automation yeah and so then once you have the trigger figured out again you need to figure out the inputs and so the way that and we think about this is like what do you wanna still be in control of and give to the ai and try to give all of that stuff up upfront so for our project planning one we give it a project pitch which is really our way of describing what we're trying to get done then inside the playbook itself the mindset that i would like to have is when you're trying to decide the steps you want ai to follow just think about if you had your dream employee or colleague or person on the team that could do exact what you wish was done with unlimited time and resources what would you want that person to do and so for our project planning playbook i thought about like if we had the most ideal project manager what do i wish that they would sit down and think through and do and that's the process that our ai follows in this playbook so we have the ai ask clarifying questions go through and not just start with its first idea of an approach but actually use a process that we call the one three one of figuring out what is really like the one thing we're trying to solve here and what are three different ways of we approaching it yeah so it's it's a great way to like not get stuck in just your first idea and then recommending one out of that and and rich what i think is really important is that like one three one that brainstorm process i think people associate that with like the classic ai assistant babysitting sitting like i'm here typing and then going back and forth and what your basically saying is no no like you can give your ai agent those instructions and it can have that debate and brainstorm with itself back to you with the best outcome and that's like i think a good then to now way of thinking about kinda solving the same problem but solving it in a different way where it can do that while you're sleeping for example and like that's what you wanna have happen yeah totally and so then sets a step two in our playbook step three then it goes through and clarifies and builds out a full timeline and tasks and then step four is building all of that into a final version of itself but what i really love and i'll say this is the real big game changer of starting to use ai for things i mean project planning can sound so simple but imagine you've sat there now and ai help you plan the whole project it has all of the context what we have is the ai go through and be like hey you know what it's a great project plan but like i as ai i can do this i can do this i can draft you can review this and so we have the ai actually go through and flag work that it can start on because it already has all the context and then that's how it it kicks off the rest of the project first of all i love that second of all as part of that does it also maybe help you get a clearer idea of how long this project should actually take because it's able to estimate that worker or how does that work yeah great question so in our project planning that's not something that we've specifically set up our playbook to do but you totally can i'll say the funny thing that that comes to mind when you say that is like right now because that's not a priority for our company i know that this project planning playbook it always overestimate how long it needs in order to do work and so it's kinda one of those funny things but yeah if timelines and knowing the speed at which you could execute a project is important to you then that's something they should totally just put in your playbook right so then you can know that hey this will actually shorten up everything and you can plan your capacity based on that style of that yeah and so again like you can see these are again in a claude scale you can save these in chat skills you can you know rip ip custom gp and gems right but you could run these types of playbook inside those features as well you can run a playbook anywhere that has the ability for ai to follow instructions which is all of them but yeah and then the rest of this is goes through and build out you know the final document we have it also add to click up automatically so that we can track that and also it assigns out the work to the humans yeah kinda any project management tool that you might be using because yeah look ai is wonderful but i firmly believe that if you're running complex projects you still need a good project management tool do you agree with that a hundred percent and actually we use our project management tool as the place for humans and ais to collaborate on work a lot and i bet now that you're using ai on your projects you're probably using your project management to way more because like you you all are back and forth in there and it becomes a really important focal point of like how you're doing the work yeah and at least the way that most of us on the team is it we don't actually have to be in the project management twenty more we can go in there if we wanna to you're looking and you're using it from claude and everything yeah and so then say offers a start and then the outputs again like i talked about so i wanna just really quickly they'll show like how do you actually run these in something like claude so if i were to go to just a new chat it really is as easy as and i like m kinda to do the little backslash sign right and then to just find your playbook name and this is a skill and this is like you set up a skill basically to do this right correct yeah and so the same thing could be true if you have your ai tool just running a prompt that then triggers that skill or really again there's a lot of different ways to set this up the core concept is the same of creating that structured step by step document and playbook but yeah once you have it saved then it's just as easy as coming into any new chat anywhere and then be able to say let's see what a project i on a plan right now is i want to organize a playbook booking and pin noir nice nice i'm in on this this sounds fun you're in cool where we will make sure that kip is in town for and so normally again this is just you can see and connect the dots and how this works normally the way that we do this we would be giving it we call a full pitch which is another different playbook that we have but what it's doing right now is it's again taking in the input of what i want to plan and it's immediately following step one of our playbook and then you i can go through you know read us understand what it's proposing and then just say you know looks good and i should say going through this you do offer a like very detailed class on doing this and if people wanna connect with you on linkedin for like that kind of live class experience we'll put your linkedin profile and the description and in the comments that people can find you there great yeah because it's gonna very detail and know we're going through it very fast but yes the point is whenever you do create these playbook for anything in your work you now know the ai is following not just instructions you've created but step by step instructions yes and that's where the structure reliability comes from because in this example i do have the ai still in its instructions waiting for me to give input but i have tons of other playbook which we can go into that don't wait for my input and this is how they're automatically running in the background again just following the steps that i've defined and so that i can actually trust them to do work the way that i want it done and that's the real unlock of getting to this next level with ai use what if your customer records updated themselves no more manual entry or sift across tools just ready to use information right when you need it hubspot starter does just that it stays automatically up to date pulling in every detail across your calls and emails every customer call gets logged and summarized without any extra steps meetings are prepped for you ahead of time a first outreach is drafted at the minute you hang up and next steps are suggested for you it all stays running in the background so you can start every day up to date and log off with every deal still in motion also you can spend less time updating and more time connecting with customers get starter for ten dollars a month at hubspot dot com and i think the important part here is i think when a lot of people think about ai rachel they think of ai hall ai not following their instructions like getting really crappy output and you're basically saying look you can fix that that's not ai fault that is how you work with ai and the clarity of instructions and having ai prompt for clarifying questions feedback and everything to make sure that the outcome is very close to where you want to ti up yeah i love the example and we're talking about earlier of like how do you set a person up for success in a role right is that you really make sure that they have like the context they know what to do they know what success looks like and then if they ever are you know going off the rails then it's not just about giving them in the moment feedback only right if you're really setting someone up for success and you have processes go update the process or have them go update the process and the same thing is true for setting up and using ai in this way so i i love that so let's say i'm buying what you're selling rachel let's say alright i get it i gotta set up some custom instructions as a skill and that can help me really change how i manage and do my work with ai that can do it when i'm not there to babysit it well then what the heck do i do like i get that in theory but like what are some of the top ways that you work like this to kind of inspire people as to what they should be doing yeah so first of all this is how we do all of our work this is how we run our entire company it's how i run my even morning routine is one playbook that i start with my my my keyword is today that's all i need to do whenever i open up i use claude right now yeah i typed today and it starts running my playbook which actually is pulling from a bunch of other playbook but that's the key right is that you don't have to just do this for one task or one piece of work at a time whenever you're thinking about like man i really want ai to do a lot for me i wanna feel like i have like a whole team of ais right i wanna feel like i have you know a department of ais this is the path to get there because all you need to do is once you start creating these playbook you can start what we call playbook stacking i was about to ask about this so so please let's go into this which is where one playbook can actually trigger other playbook or you can have your playbook collaborate and this can be that they're collaborating in the background of value they can be collaborating in the task management tool like we're talking about there's tons of options but the core concept really just is about taking the work that you want done and structuring into a system of playbook that then ai runs and so i wanted to go through and show just a a couple of examples and especially if you've been a listener to the show you've you got a lot of exposure to a lot of really cool systems and a lot of cool things let's try to think of something maybe a little bit like unique and a like a little bit outside of the core marketing and so i was actually inspired last week that i was i was talking to a client of ours that they so this is one of the biggest impact systems that they ended up setting up after learning this concept and i'm not sure you theirs but we have a similar system which is you know in marketing that you can do everything perfectly and get the you know potential customer in the door but sometimes if there's not the right enable to the sales team yes then you know all that work kinda gets zeroed out right or you just have the challenges and so it oftentimes for marketing team if you would had unlimited time right you would probably be like enabling other teams more so i wanna show you how we're using this in the sales enable side even in our business that sounds good yeah let's do that that sounds perfect and for people who might not be familiar sales enable is like how you teach train provide materials to a salesperson who's gotta go out and represent your company you know if you're maybe a solo you're getting earlier in the game like this is really important like you would probably want this even if you were just yourself you'd wanna build this just to understand that you're actually up to speed and trained as you're going out and talking to prospective customers totally and the client that i'm talking about me and they're huge company and then like we're a i mean we're eight people total only four of us full time right so this is that as a huge breath and we use this as well so this is a big picture visualization of what i'm talking about when i say like stacking a bunch of playbook together i'm so glad you're showing this this is a big question i was about to have this was you know sometimes i ask questions for the audience and sometimes i i ask selfish questions for me and one of the selfish questions for me is like how do you just keep track of all this stuff like i i feel like i i'm doing a lot of stuff but sometimes like the ob ability and understanding where things are i still have a lot of trouble with so i'm excited that we're gonna kinda dive into how you actually do that yeah so one of the key things is and there's a a million ways to really organize yourself and i'll say a big breakthrough that i recommend thinking about is first just even a concept we call own the playbook rent the tech if you can see here i'm showing a diagram but this a diagram that's like rendering in quad or rendering and chat ep this is actually pulling from all of our playbook which aren't stored in any of those tools we as a team personally store our playbook in github if anybody's not familiar with github it's a place that software engineers have used for a really long time for sharing code that's where we store and share all of our files of all of our playbook and all of the other information that we have across the team but you can also do this in google drive you can have all of your playbook and google drive or in onedrive one like any of these different platforms and so that really helps because then you have a lot more optional of how you stay organized without it being restricted to just what's in these tools love that so again own the playable grant tech like if there's like one thing you take out of this it's it's that it will help you so much and just be able to really organize yourself and being in control of of these systems as you build them yeah because systems gotta change you need that control you need that absorb ability to actually continue to evolve them right exactly yeah so this is just a a preview like i'm love all of these are individual playbook that then are stacked together into a system so it's not like we just have like one playbook or one agent that's doing all of our we call it our go to market system around our sales it's all of these different things that we've created over time like i'm a nosy person so i'll show you the nosy stuff of how you can even just see with when these are is like i'm just doing the same thing trigger input steps now but that's what i need to figure out for each of these playbook and then of course like you saw the pressure planning we go like way more in depth as you're really trying to get to do that at the end of the show everybody should just have ingrained into their brain trigger input steps outputs because that is like the basic structure of everything that you're trying to teach us today yes a hundred percent love it and i like to really think about what's the stuff that's holding you back not just from you know the time that's it's taking up in your week but really also like what's holding you back from like genuine breakthroughs in your work like man if we could just solve blank we would be able to be so much faster with customers earn more revenue like whatever it is you know that's how you could start to figure out where to start and one of the breakthroughs that we needed to solve as a team was again this like sales enable problem and so because i kinda can't go into our slack and share our entire slack instead no we we we deal with that i prep screenshot exact slack messages so you guys can see how these play books are running inside our our teams slack so one of the problems that we had was whenever especially the ramp up of somebody that's new to the team is then be able to learn really quickly about our product and be kept up to date as things change and so we playbook that so we have a answering sales questions playbook right that is whenever somebody asks a question inside our slack it runs a playbook in the background that then goes and pulls from the knowledge base or the guide for the sales team and uses that to create the answer and respond back to them and what's key about this is like you know you wanna have maybe tried some different kinda like bots and stuff before that can do something kinda similar to this but whenever you actually to trust it for someone like outside of you to use this and you're not to feel looking you need to go babysitting and hunt down every response wait a second can did it did it answer it right did it hall did any of that stuff the key is just a playbook where you're really specific about you know what you want it to do where you want to look for information and especially how to handle whenever doesn't know which we'll actually get into what second point yeah and so somebody when you ask a question about really like how our products can help a certain type of prospect and easily to answer this thoroughly like our that you know it's like thinking and trying to figure out and you know probably ten fifteen minutes maybe plus you need to wait then for somebody to be available to respond right which is right really slow but if you look at the time stamps here this is a minute it's so fast fast one of the advantages is like hey you're getting people the what the information they need at the point in time that they really need it yeah and without the risk of it going off the rails in fact we have our playbook also provide coaching on like hey and here's how we talk about stuff with the brand right so it's not just giving facts it's actually answering it like a like a really good manager one but like i mentioned whenever you start play looking these you can then be more specific about how you want the ai to do the works you know babysitter and so what happens whenever it doesn't know the answer this is another example of someone asking a question that was not covered in the guide and so the ai instead of just making up an answer actually in the playbook is told to escalate not just tagging me and my c cofounder but actually suggesting a proposal we also have it so it can go out and research so we use you know some different tools in our software second can it'll go research how those tools work but doesn't know but it comes back with a proposal of what it thinks the answer is and tags the manager to approve it all in that same question answering playbook but then once and you can see i responded i like that proposal what should you know we do next we then you know go back and forth with ai until we agree on what the answer should be for next time and we have a different playbook that goes and actually updates the guide with exactly what we've agreed on and so again if we were doing this by hand frankly not only the time that it would have taken for a manager to come in and respond and being available the bigger issue is that the stuff never gets updated right that's a huge issue yeah and if you do need things updated especially as you start to grow a team you need to have them like policies of how you update things and you to have procedures and then needs to be on somebody's list to go review and all these different things but all of that is removed if you just playbook and have ai do it instead and so this is just an example of like these are two simple playbook stacking together to then completely change the speed and quality of how we're enabling our team and you can do this for anything where you are needing again to have ai do things reliably in the background for you so yeah i think this is a really good example there are a lot of tasks that happens in in team where it's like i need quick answers i need those answers to be accurate and those answers change so i don't wanna have humans manually updating decks and fa faqs all the time because that slows me down and i acquire a lot of organizational debt and instead you're like no no like playbook set up the instructions correctly then the ai can go and make sure that it has the most up to date information follow those instructions and do that all very quickly you know because somebody might be asking this question after dinner and everybody else is offline for a few minutes and like they can get that information really quickly totally yeah and then again this is just one simple example and use case of having the step by step process that you want you had to follow for any type of work just once you've decided that you know set it up and now it's just running that way on repeat without you having to be the one like in chat telling it okay now go find this now go do this now go respond this way no no you didn't update the guide in the right places or any of that stuff so it's really about defining how we want the work done them building up the systems and i think this is how everybody is going to be working one because of the playbook and two because we're all of the ai assistance themselves are becoming more proactive like a just an episode on cloud due and how cloud can really use triggers and tasks to basically then go and follow these instructions and i think that's one of the other key points here that you don't want to rely on just you typing into a text box that's one way you can do it but it should not be the only way you get work started and kick off this set of instructions yeah and then another piece too and i i like to call this kinda like the pyramid of ai use that you wanna build your yourself up right which is what we all are and absolutely should be is just users of ai with a lot of different stuff right there's nothing wrong with having that in your arsenal one thing that i see a lot of people talk about is well the next level up is like using a system like this it's been set up and being the person in the loop right being the person that makes sure that it's accurate that it's not hall or that like you know checking its work and yes that is important but i wanna encourage you to think about that even for something like this you can see like we're not having to really like double check the work a lot anymore because we have just gotten it to the place where reliable enough if i really did wanna fully remove myself out of this process i could just figure out what are the ways that i'm reviewing this yeah playbook that and set that up to be a playbook that's running on it so you know really if you're thinking about it you can remove yourself from being the human in the loop with this type of approach so that's why it's really important to really get to the third level which is really where you're the one owning the system you're like on the loop you're mh we call an ai operator hence if you're on a i love youtube she's got a sweet ai operator hat if you're if you're listening to the audio yeah because you really wanna be at that you wanna be operating this way and taking any problem or anything that you're trying to do in your work and be the one that's building and owning the systems that get that work done and that is the lasting you know upside in how you can really be contributing and continuously contributing as and i guess more powerful integrating into your business more and all that stuff yeah i mean look if you're are the architect of the system you're gonna have more control more input you're going to be able to accomplish much more than if you are like a subset of that system you know the equivalent would be like the person who puts in the plumbing like that's a really important thing but they're you're only gonna know about the plumbing you're not gonna know about everything else so you're going to not be able to have the same impact on your company it's growth your career that you'd otherwise have if you were actually getting to that kind of third level of really architect systems and and operating in an ai first way totally and i know what the beginning you're talking about like how to really become that kinda go to person the advice i have for anybody that isn't in an environment that's not already working this way is like man what an opportunity that you have sitting in front of you because every industry every company every team is going to have to work like this it's just a matter of when not if confusing about it how can you possibly compete against a team that is continuously unlocking more and more time and resources for themselves this way when you work the old way by hand and so if you're in an environment that is not already working this way nice like you get to be the person that can first of all lead by example of starting to set this up for your own personal work that's where i recommend always starting so just trying to figure out how you can save a couple hours in your you know week to week and then really how in what we see with our clients and the teams that we work with is the teams that are moving the fastest how they're working is everybody on the team can work this way everybody on the team can playbook their own work and then you are able to work as a team to graduate the most successful playbook to be team level playbook and then you can have some people in the team who are kinda of more leading the charge and owning the bigger system and being really the drivers of that but you work as a team to build and run the teams and operate this way and so again if you're in an environment especially i like to say for all my like regulated industry people yeah outdated industry like what a time to be alive where you get to be the one leading the charge and if you are in a team that's more advanced than being able to really continue like pushing it forward so you can have more for your customers and all that stuff so yeah well see that was gonna be how i wanted to close out today rachel is i imagine if somebody's watched the show today they're like heck yes sign me up playbook my shit you know like like i wanna go how did i help get other people board right because you can playbook your things but like if you are in a company where maybe not everybody thinks or feels that way you have built a lot of these systems with all types of companies what are what are the sound bites the tips and tricks to kinda help get everybody on the same page yeah i'll tell you what not to do is to roll out one of these systems and be like alright everyone's gonna love this and use it right yes because like doesn't work even when i just showed like that can be potentially really like scary or alarming or threatening or confusing are there's all these sorts of things that you're gonna have to go through in terms of change management if you're just trying to treat this like one off projects with rollout that's why i really recommend thinking about this as a new way of operating and where the first thing to do is for everybody to set up some sort of small playbook on my some of my favorite use cases that are easy are like meeting recap that actually say the things that are important to you out of the meetings not just what comes out of these ai tools automatically or if you have a friday manager update okay playbook that or maybe it's some of your reporting every week just these like small little things because the power whenever somebody can kinda connect the dots of like oh cool like i can build these systems now it becomes something where like everybody's working together to work this new way instead of it having to be you know a threat and so that's my number piece of ice is just get everybody working this way i love that that it seems like the perfect note to close up today show on you have given us the masterclass and how we can up level how we operate with ai rachel i've learned a ton i can't wait to go and kinda build and fix a lot of my playbook that aren't as i think following the clear framework and instructions set that you've given us i've taken a ton away from this thanks for joining us on the show today thank you this is really fun we'll see everybody on the next episode of marketing against the green let me tell you about a great podcast seven day weekend from self proclaimed anti work alcoholic laura anderson comes a brand new podcast called the seven day weekend your weekly dose of business finance and side hustle motivation wanna learn how to make ten k a month from the comfort of your own home laura has got you looking to break out of your nine to five and start a new business venture the seven day weekend is the place to begin tune in for weekly episodes featuring a mixture of guests and laura harder tips that'll teach you how to build the digital tools necessary to build your own seven day weekend if you enjoy learning what makes people tick then this show is perfect for you they recently did an episode titled the entrepreneur mindset it's all about thinking beyond the nine to five job check it out and listen to seven day weekend wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hotspot hubspot is a crm platform where everything is fully integrate well i can see the client's whole history calls support tickets emails and here's a test from three days ago i totally missed hotspot hubspot grow better

claude do is going to be a game changer for how you use claude it has changed how i build how i interact and how i multitask with my ai tools and i'm gonna break all of that down for you it's coming in general access very soon i'm gonna show you how to use it for your marketing and help you understand this whole new category of proactive agents let's get today's show you're probably using claude every day today i'm gonna show you a way you aren't using claude a brand new app from the folks at ant called claude do and i got early access to this i'm gonna show you what i like what i dislike about it how you use it for your marketing and we're gonna link in description below where you can go and get on the waitlist list to get on this as they open it up to more and more users if you're super into cloud do it we've got you covered we've just launched a brand new guide if made by our team at future media this is gonna be a crazy awesome resource give give you everything you wanna know about using claude and using these proactive agents you can click the link in the description below and this free resource and guide to claude is gonna give thirty two messages you can send you at to manage your inbox to improve hiring content sales all that you wanna do to run your company all in plain english if you wanna click the link in the description or scan that qr code claude do wet is ant philanthropic and k answer to this new category of what are called proactive agents and personal assistance so this would include g bot meta muse instinct chat gp dots there's a new product category that a lot of folks are using out there and what's likely happening is given claude popularity and resurgence is that you're using cloud code cloud code classic cloud desktop or web app and i wanna show you what the differences is between those things and claude do it and what you're seeing here is do it and you can have one main channel my channel called everything for the focus of the show today i've created a sub thread so like i've got one for a personal trainer while i've uploaded all of my workouts for example and i've got a whole demo channel that we get to play around with today and what the first thing that you'll notice that's interesting is both on the mobile and the desktop there's a dedicated mobile app that is a different mobile app than the core cloud app so it's not gonna live in your core iphone app that's your regular cloud iphone app and even for your desktop experience like using it in web browser you click into cloud you and it opens you into a native do experience the first thing you'll see here is that you have tasks and you can add a task and so i can add a task such as turn my most recent a cast episode into series of linkedin post this is the classic content repurposing so i added a task and it's not like some static task manager it's already you can see thinking through this task and it's got also scheduled task so for example i can say you gave me a suggestion here set up daily watch for mentions of the loop book online so i can engage and that will kinda turn in to a daily scheduled task so you have active tasks that it's working on you have up next tasks and you have resolved tasks stuff that has been done and you can have different threads so some people like to think of these projects with tasks you could also think of these threads as agents with tasks so i have a dedicated agent and loop around running these experiences so what's really neat is that it's a much more proactive reoccurring automation version of claude it kinda takes a lot of the power that comes with claude c and puts it in a much easier to use agent assistant format like muse like an instinct i for one think that that has a really important and useful way to use ai for anything we're gonna talk about how you use cloud for marketing now and the biggest thing that you can do is set up proactive marketing task that you want to run and so i asked it for the mentions in the loop book it did that so that's great so it is now each new mention that comes out comes with a link and an an idea of how to engage and one of the things that's really powerful about claude do it that is different is that it's proactive i've got it hooked up to my email for example so when emails come in that need responses or need me to to take an action it's automatically prompting me right in my do experience to tackle those head on and in some ways is replacing the standard email inbox i think for myself a lot of people we're used to the email inbox being kind of the starting point for our interactions and how we work i think these personal agent systems are quickly becoming kind of that home experience for how we engage with others online and if you're a marketer that's a core part of your job right growing a business means you wear a lot of hats but way too often you spend hours sift through your own notes and try and to remember every detail it's hard to balance on top of all the other tasks you have to do hubspot built a note taker organizes every call for you it summarizes each conversation keeps customer details up to date shows you the next step to take and even drafts a follow up email for you'd to review you can pause a pick where you left off without needing to keep track of everything the best part note taker helps customers close forty five percent more deals and it lets you take off at least one hat even if you're still wearing a dozen others right now you can get hubspot starter for ten dollars a month learn more at hubspot dot com so we already set up now monitoring for my loot book you could do the same thing for your product right the other thing is that it has failed my task that i added that was turned my most recent podcast episode to series of linkedin post and has five linkedin drafts are ready for your podcast post written from episode four sixty six that's kirin episode with massage should i keep these or redo them from episode four sixty five claude due is powered by opus five point five which is a really good large language model and it's really good at getting context and what i have found that due is really good at is being proactive and figuring out potential problems ahead of time so i said my most recent podcast but i wasn't actually in the most recent episode so it's asking me if i wanna do that or redo from four sixty five and i'm gonna say redo from four sixty five i wanna say that hey i was in four sixty five and i want that to work so really easy you also notice that the user experience is very different it giving you lots of click options it's very like chat mobile friendly the mobile experience here undo it is really good and you can ask questions right here or you can schedule the test so like for example now while it's redoing those and it can multi thread and do things at the same time so i can just kind of fire away can you help me get more sales of the new audio version of loop that just came out can you build me a plan of three potential ways to get more buyers to the audio version of the loot book on amazon and audible okay so i can go through and i can use it as like a marketing teammate which is the use case i'm doing now so that we can go back and forth on ways to actually grow a product and this case i'm just using the loop marketing book here and i recorded the audio so we're excited that that is out it was a grind to actually go and record and sit in a little booth with yourself in your ears i would not recommend to a friend but because it was a grind we want it to get it out into the world more and i know there's some things that probably i've just been too distracted by you know my real job the podcast is everything else to actually go and do for a loop so let's see what claude comes back with and so while it's working on the audio sales it's coming back with turning my episode into post and this is my post for linkedin this was an episode that we did on you know really important critical marketing books in our lives and what you can take away from them oh and by the way as i'm reviewing these linkedin posts you can see that claude is going through and browsing amazon to understand the loop audio the price all of the information about it so what's really cool is i'm also getting a lot of work done so instead of having separate cloud threads or i'm just feel like i am waiting for one cloud thread to finish i've got essentially agents doing multiple things at once for me so it's going through and browsing and taking over my computer the other thing about this category of products is they have what called computer use and they have virtual computers that they can go in and access and use as a human would use those computers and this is a big change in evolution in the world of ai so i think a lot of people who are using claude regularly but using kinda of basic cloud are gonna be blown away as they get access to do it because of the computer use because of the multi threading and doing many things at once and so switch back to the linkedin copy that it's given me and it's giving me some different posts i really like post two which is about hers gordon lewis i like that a lot so let me go in and say i would like to use post two on hers gordon lewis can you make me an animated video or yeah let's do an animated video to explain the concept of ver similar to and can you also take the the screenshot from the episode where we actually show the text of the book i wanna use both of those in my post can you build those and do those for me and then can you go ahead and show all those to me and then once that's done we will draft the post together and so i'm like okay they've got a good idea but what's really gonna bring this idea together for my linkedin post is going to be the visuals and so it's going to tighten post to build a short animated explain on ver and pull the frame from the episode that shows the books text so what's interesting again because it has computers use it can go can download the video find the frame with the books text traveling so i don't have the book with me i would have had to wait then i would had to dig out the book for my library i would have had to find that page on ver similar to pick the picture upload to linkedin it's saving me all those steps which is pretty wild right and i often tell people i feel ten x more productive than i ever have using ai these are kind of the reasons why it is the manual time saving work is a big big part of this okay so while it's going and building my visuals it's come back to me also with a plan for the loop audio book and what's funny right it's like almost this two panel experience it's going back and finding the frame you're seeing in computer use right now doing that visual in the frame over here it's actually shown me what it thinks the best plays for the loop audio and it says play a ten to fifteen minute chapter on marketing against the grain as a bonus episode that ends with hear the rest on audible that's a good idea producer jar we should we should do that that's definitely something that we should consider doing get the first fifty ratings by asking the publisher for audible promo codes for the ambassador group and marketing against the grain super fans i don't even know you could get audible program promo remote codes that's a smart idea should definitely do that had a listen to audible button on the hubspot loop page these are great these are not hard things but they're are things that i just wasn't thinking of and yeah go ahead and draft me the bonus deficit episode you'll notice one of the bad things about these new proactive agent harness is that they are compute using machines they use a lot of tokens that's why claude and chat gp and everyone what you using these products because it gets you doing more and more work which is using using more and more tokens which is money for them it is how they're gonna drive growth so i would say i'm on the top tier cloud plan i don't think do what would be that valuable if you were on the basic version of claude because i think you'd run through your allowance of usage super super quick look at how much i have done just on this short episode and this is just like one of the many things that i am using do at four the good thing is i don't need a separate account connects right to my core cloud accounts it's all connected with my usage there but that is what's happening so it's it's having me set up the cloud chrome extension so it can actually draft the linkedin post so one of the things you also find with these proactive agents is that there's real setup work know like you need the connectors with your gmail with your other tools you need to connect it with your browser and and everything else and so i just set up applaud in chrome which is great and i just got this video let's see if we can preview alright bear similar to this is the kinda core part it's a nail the appearance of a truth not the truth the appearance of a truth copy can be one hundred percent true accurate complete honest and nobody buys it oh this is good the truth the business is going bankrupt the framing we're going under so you'll never see this deal again same facts different framing your job isn't to tell the truth it's to make the truth believable and this is the chapter that was found as the magic word that will make you rich this is a great video i'm gonna put it in linkedin post and what's wild is we've been talking with you all for like less than twenty minutes and working with cloud due i've been able to scrape a podcast turn that into linkedin post pick the post have it create visuals go and find the image set up a chrome extension so it can go and post that for me come up with the marketing plan for loop it's drafting the bonus episode right now and it's pretty wild like there's so much that you can do with these new agents and the reason they're different is they have their own virtual computers that can do work they're proactive so they will ask you to do things and then you can run scheduled tasks in addition to them being proactive and they have a much more like human interaction user experience they live in a dedicated app on your phone in the case of claude due it likes it sees you can emoji and reply like you would if you were messaging with somebody else versus this very kinda stale back and forth on text and it's really like the new user experience pattern for how you were actually interacting and building with ai today i think claude do it's probably gonna be a hit for all the people who greatly use claude now would it be my number one pick no my number one pick of this class of kind of personal assistance right now the one i'm using the most and i have access to all of them what i'm using the most is g bot and we've done some shows on g bot i still believe g bot is the most advanced from a feature set where i can securely store api keys credit card information and and i like its user experience pattern of having dedicated bots that specialize in given things versus just threads on a given topic it might just be personal preference i think claude do is very good and especially given how much i'm already doing in claude and have done in claude it's easy to get going and i suspect it's gonna be a hit with a lot of people if you really wanna push things to the limit of how you're building with these proactive assistance i do think rock bots still wins out for me but claude do i do think it's better than chat gp dots at the moment and is probably similar and on par with instinct instinct is a little bit more consumer and personal life than than work in terms of the tasks i think it's really good so for me i'm using rock bought the most and claude is second and then third is instinct right now by the way our book loop has recently come out q and i are so proud of it and we just launched the audio version and if you like me and you love to listen versus read the audio version is for you and what i think is really powerful about the audiobook it's just the way the stories come across in audio is really really powerful like for example in the book we talk about a story that's all about learning and it's a story where you have samuel lang who in the early days of flight had a million and a half dollars and he spent the time building like this one perfect prototype and that crashed and he had just enough time to build a second one and it crashed then you had the wright brothers in north carolina they had a thousand bucks they had way way less money but they built these lightweight gliders that broke and they remade and they iterate reiterated over and over again and a couple days after samuel lang second attempt crash in the potomac the wright brothers flu at kitty hawk and that is what loops all about it's about this idea of learning and iterating and how you can work with ai to build learning loops that are transformative to your team into your company and i think the audiobook does a really great job of driving that home and i hope you all will give it a listen so that is kind of the landscape here i think if you're doing marketing work and trying to go your business g bot and do at are by far the two best options out there and again cloud do they are working on rolling it out as they continue to build out the product i think you can sign up for the wait list we'll put that link in the description below also please like subscribe go down a little better audio version of loop if you love audiobooks books like me please check that out would love to hear what you think thank you so much for joining us on today's show we'll see you next time i'm marketing against the green let me tell you about a great podcast seven day weekend from self proclaimed anti work alcoholic laura anderson comes a brand new podcast called the seven day weekend your weekly dose of business finance and side hustle motivation wanna learn how to make ten k a month from the comfort of your own home laura has got you looking to break out of your nine to five and start a new business venture the seven day weekend is the place to begin tune in for weekly episodes featuring a mixture of guests and laura harder and tips that'll teach you how to build the digital tools necessary to build your own seven day weekend if you enjoy learning what makes people tick then this show is perfect for you they recently did an episode titled the entrepreneur mindset it's all about thinking beyond the nine to five job check it out and listen to seven day weekend wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hubspot is a crm platform where everything is fully integrated well i can see the clients hold history calls support tickets emails and here's a task from three days ago i totally missed hotspot spot world at him

i need to tell you something really really important the latest cloud models that have been updated over the last two weeks are so much better than you think and i'm going to prove it on this show with the best mind in claude building such a deep b brains behind skill with two incredible apps now if you wanna have an entire system that can help you do your short form videos and make them in incredibly engaging in this is the episode for you but better yet we are gonna show you one of the most mind blowing examples of building with ai you're ever gonna see at the end of this an entire virtual world and you can get every single prompt that you need to build these apps in this very video all of that and more on this episode of marking against the green okay the new models in particular claude are pretty mind blowing and people are really underappreciated and just how incredible they are that's why we have one of the frontier minds in all things claude and ai sac deep to tell you to blow your mind with how good these latest claude models are sac thank you so much for coming on the show thanks for having me so you're gonna give us a rundown on just all of the crazy things you've been doing with claude i do think the latest frontier models fable like open the eyes models they are just so so incredible at building and soft for at building tools at doing a ton of different tasks they just don't think people understand the kinda of leap that has been made over the last couple of months and i would love you to kind of broaden people's horizons on how to use these models how to use claude and just exactly what they can do with them yeah for sure so in the last i would say two weeks i've seen very very clear leap in what you could do especially with cloud code and i've been live coating all kinds of different solutions for our company for maybe three years now but i was using simple things like lovable and then when i use clock code or i use chat codecs it was almost too complicated like yeah you had too much going on and now they've simplified it so much where it does so much of the thinking for you yeah so you could almost you know prompt your way into getting anything done without knowing anything technical i mean i'm not very technical at all like html is like as far as you know the coding that i've learned over time i wanted to kinda walk you through some of the apps that i built just in the last two weeks and all of them i didn't spend any amount beyond my subscription i mean i have the two hundred dollar month subscription but i think when i show you how much debt was able to give me it's gonna blow your mind it's just unbelievable that for two hundred dollars i build basically a suite of apps that are very custom much to me you know admittedly not so much but software you've built an entire like software factory which is going to make people exactly yeah yeah so it sounds like you have built something to help you with youtube shorts which is i think a thing that most yeah marketers will want to be able to do i'm gonna start with this one i'll just share my screen here and i'll walk you through it so this one i'm building out to be like my full blown command center for kinda like my day to day work so what i first built it as was it was supposed to come up with video ideas for me well i tied it into hr so it could also see like search volume and things like that and then he's giving me ideas like this and he ranks ideas based on search based on stuff about my channel so it has ton of context when i built this out this one i spent quite a bit of time on to get it to be kinda dialed in and then it shows so idea was the first thing i do then scripting recording like you know i have a skill for scripting but i try to be hands on with this i still record myself i haven't had my ai avatar replace me yet and then this is what ends up happening this is what he ends up doing as soon as i plug in a hard drive that has a video right so like let's say a video is finished down here it basically knows what the finished video looks like it knows what the transcript for that video is that just happens in the editing process but he also has access to the raw footage it's all in the same hard drive so what it does is this page right here with all these shorts i didn't make any of these shorts and they're basically fully edited it so if you look on top all that this was not me editing anything i just recorded the talking head on the bottom and this made it short claude made the short now the way he did that was he actually used adobe premiere on its own in the background and there's two editing apps that most people use one is adobe premiere and one is davinci resolved which is free and all you have to do is tell clock to use a mc to connect to one of those in the background and then you could edit your videos like this and it made me the shorts from my long form video that's super cool okay so i think everyone is listening now everyone wants to copy the system how do we how do we do it like okay you just get the exact step by step instructions here so i can also build this because that's pretty awesome okay this one required a few skills that i had before so some of the skills knew what kind of short i wanna make so one skill i have that help me create the talking head was i have a regular skill inside a clock chat that basically gives me a script from a long form video on what to say in a short form video initially i only had to create a hook for the video and i read the hook and then claude when i like kinda repurpose the video to give the second part of the video i'm filling the rest those just didn't really work i felt like these days repurposing long form content to short form without natively leak like recording the short form it just doesn't work it's too hard back in the day used to work i mean at one point i got like half a million tiktok followers by just making really poor quality videos but that was like five years ago these days it's too hard so i was like okay let's make native videos give me the script from my long form so it comes from me still and then i recorded that and then i use basically the set of prompts that required multiple skills to be made so i made the different skills first and again these will be in the resource that will link with the video and then i just had to build this kinda command center app now this took bunch of iteration just based on what i know and my workflow is so this one i spend the most time on and then at some point i tried different editing apps i tried to connect it to davinci but i like premier more that's what i use myself so it literally use premier you could see it editing on premier so if you wanted to take over the edit you could go and jump in and take over the edit okay so it's pulling from long form video and how does it edit so the way it works is the part i skipped is i actually give it a folder from i had these like in dropbox myself i had some that we edited ourselves like just my editor edits which he's still edits looking videos we had those in a folder in dropbox when i was teaching clock how to edit shorts i said go watch these videos and it literally goes in your folder and he watches how short should look so that's why all my shorts look the same like the caption is yellow the middle is split like that i'm on the bottom so after he watched it what it does it is literally it opens premiere and he does it as a background action because it does it through this mc thing he could also use computer use which is when it takes over your mouse and he clicks on premier he wasn't doing that i was actually doing other things on my computer it wasn't interfering with that and you could see it makes a sequence it puts in your talking head that you just created with the short he changes this to a sequence by itself to look vertical then he goes and finds the relevant b roll from the long form video all the screen captures i have on top and they links them up with what i said i didn't actually choose the b roll that went on top claude who's that from like thirty minutes of recording that was the long form screen capture that it had from the raw video here's how it works you see all this text this is how it's telling you what it's doing so as this like making these things he's telling you what he's doing along the way so and then when you wanna revision at the end you just tell hey that was not right and with shorts i added this box where i say hey cut this out and make this change and then it goes to around the revision and it gives you a new one in this folder and all these were pretty much the ones that i recorded in this format and then i also added this post option so the post option gives me title description then i go to linkedin title then i go to x then i go to instant instagram facebook then i go to take that and and it also sometimes makes a thumbnail thumbnails so here's a folder of all of them so it creates e exports too so he exported the m p four then he exported a thumbnail that he found that it thought it's best for the video this is the transcript that he makes for itself before he does any of that so this is just a nd file and then he makes the caption sr t file in order to create those text caption so he increased these four files for every short that it created but this whole folder was not creative but i mean it was all claude premiere in the background finding customer information shouldn't mean digging three emails call notes and spreadsheets hubspot starter brings together all of those details in one place so it's easy to track what's happening with every deal and what to do next it pulls information from calls and emails then it gets to work logging and summarizing them right after your collins hubspot pulls next steps from your call notes and draft suggested follow ups and it stays up to date for you so you can build demand win more deals and spend less time on repetitive work your records insights and next steps are ready for you to act on and you don't have to miss a beat searching for any of it try hubspot new starter for ten dollars a month at hubspot dot com can i just walk through this a little bit massage because i wanna make sure the audience stays where us business is pretty amazing so basically you grab a bunch of short form videos that you think are the right type of style for your channel however if you want to get into the short form game i suspect what you could do is give a folder of like styles you like then you basically say to claude okay watch these and this is how i like to create short term video and then create like an editing skill is that true like yeah and then basically claude has access to adobe premiere and then do you give it a folder with b roll in it yeah i give it the folder of exactly how i created that video in the first place so when i created a long form video it's my entire talking head as one clip and then there's another screen capture as another clip so that's already on the hard drive and then i give it the new clip which is just my talking head for the short portion so the b roll is much longer than like the thirty second short it's like thirty minutes because it was for my long form cloud goes and finds the relevant parts and cuts it up and resize and puts it over you that's the the most wild part is like wildly accurate on how well it matched b roll to what i said so you could give it a bunch of video and then you can give it a bunch of b roll and you can basically say okay based on one the shorts that work well for me create a bunch of shorts from these longer form videos of me talking and match it up with this kind kinda b roll and you could have whatever b rule you think is kinda cool and it will output a bunch of these shorts and then you have a little box and you can say and now these are the edits i wanna make you don't tweak these and i suspect it does a great job because it's connected to adobe premiere and then you basically have a little tab and you say adjust these for platforms or like when you went through the x the linkedin is it adjusting in the short for those platforms or what's it doing no so the short is actually just the same short it just adjusts the copy for each platform so the text and things like that changes but the the actual video i haven't i haven't gotten that far to do that yeah i that's change do it to change the short okay so one question here i guess you do this manually but what works in social gap pretty fast the more you see format the less it works over time and so i i guess you're continually updated and its edit scale based upon the short formats that you see work like you're given that the videos that you're seeing work in each and every month or something high how do you make sure it's adjusting to what works what it doesn't work so i've had this for about two weeks and i've already gone through like three iterations of it so the first version i made was i just didn't wanna spend time on shorts so i said just make me shorts but i didn't record anything new right that just didn't work at all because it's just it just wasn't good doing that and shorts really require a strong hook which i just didn't really have because all mines were like more design long form so then i switched a week later i created a skill that created just a hooks so like maybe five ten seconds and i only recorded a bunch of hooks like ten hooks i give it the file so then he would use that hook and then find other things that would bridge to that from the long form that also wasn't working mh so i was like okay i don't think repurposing is like that easy let's just create a skill where you just give me really good strong shorts but give me the full script for that short that's the version i'm on right now so it's i'm on my third iteration and i oftentimes go back to claude and update that skill because that skill also sits on my cloud account so claude code claude they all share the same skill sets so i i go back to that and i said i feel like we're not doing linkedin right can you do in endeavor research and tell me what's working on linkedin for someone with my background in the ai niche right now and he found bunch of people like there's someone named adam that that works with us that i know like you found what he was doing and then it said hey actually short form is okay but you need to also add these carousel posts let me add that to the skill and then he'd recreated carousel cells that are like eight how to like basically images with a caption to be another post but it came from this video so it's like sometimes post the short but sometimes post this other type of format that i got from your short but it's not actually a video because sometimes video in linkedin is not performing compared to this type of format so then i was like okay update this skill and do this for me and then i actually have automation i was like okay every week give me one of those from my short form and i give it access to my short form folder to give one of those and now i'm doing it with x what to your point like they're always changing and i've never figured out linkedin or x so this is like my first i've always been like a video person yeah so now i'm trying to figure out okay is there other things i gotta post beyond video because just throwing videos on linkedin and next doesn't seem to be enough if i gotta do other things yeah they're definitely less let's say less video friendly but they have a certain type of well linkedin is not as friendly refer video or as hard i make video but x just has a whole different type of culture in the types of videos that would be work there this is awesome i think if you're a listener this show this is probably an app that you wanna build and so i think that's a great run rundown i know there's one other app that darren or producer told me about that's your kind of he call it your mind palace so this one took me the longest to make just because i kinda got carried away i initially made it i would say i thought do a second brain or like a little context file yeah no this is so i added a demo to this too so it doesn't oh wow interfere so what this is is i initially created it just to show what you could do with blender inside of clock code but then i i really got carried away and i build basically my entire life into here where you could read books about different parts of my life so you could just walk around and like my entire timeline is here from when i was born to like today and all this stuff in between and then i was like oh you know what why don't i add a movie theater where he has all my favorite movie posters and how i rated every movie i've watched and like i could go see how i rated a movie or whatever whatever so i build out like this whole whole world for that and then this hallway has every year of my life it has a book about every year on my life so you could see like what's going on in every year of my life and then i added a fast travel map because i was like he's taking too long to get to places so i build out this is my like video world and like different things i've done with video even like sop we have for different things that are on this thing but this part is really cool this one is all the first jobs i've had i built them out i build out the first jobs i've had so i could go to them oh my god this is insane yeah is this is like literally a whole store and then i build out this airport of all the different places that like i've travel to i've i'm i've added like three but like this is our honeymoon like i build our honeymoon hotel and and it's like he found the exact blueprint of this hotel and he built this hotel like the like the whole hotel i could even go to our room it has like a fast travel map in there i made ton of different stuff i built almost all of chicago already this is like where i live feel almost like a whole actually built out chicago oh my god this is so cool i freaking love this i was like you know this will be a cool thing to leave behind for my son or something and yeah but but i started building this only like two weeks ago oh my god this is like for this one video okay so this is your own virtual world raptor under your life it's freaking amazing it makes me also motivated to do more with ai also like super cool that you could likely invite people to it like you know you i suspect you could give access to people right that people that you know come in and prevail your lot you know yeah right now i sits on my computer but some of the things that i thought like i built this wall so all these books are different memories i have and like i build this wall these are all the different books of taken summaries on how does it get all this information are you having to do a lot of like conversations with claude to give it all the information yeah so what i did was i only started this like maybe three four weeks ago but i realized i was like why is claude better for me than chat by a lot and i was like oh maybe claude has more context so i went to claude and i said make me basically like a second brain context library in my google drive and basically every day when i go for walks every day like forty five minutes and i use voice mode either in chat you with to your club well i think i do it in chat you the voice mode and i have it like just ask me something specific about a topic i'd be like walk me through all your jobs you ever had and then i just in forty five minutes tell chat all that and he organizes it into that google drive folder for me and then i just had claw tap to that google drive and he filled all these books from that google drive so he actually build a castle with all fake stuff if that's what this demo mode is this is none of this is my stuff right now except the audible thing i didn't change but then it replaced everything with my own personal stuff and then he said hey you share some stuff that i feel like shouldn't be in this casual flow so let me build you a personal vault in your castle that's password protected so some books are redacted and those parts are like in the vault that has another password to get into it which is somewhere else i don't know other words what is some somewhere over here in this castle but yeah that that's kinda how i build it so initially i had to build out the whole context like which ended up being like four hundred different like dot d file like text files across twelve different categories like personal travel work whatever and then it filled in this this thing and then the the part that i got carried away is when when i started building these crazy crazy things like like go push cards when i was sixteen my first job when was thirteen was like washing dishes so maybe i could go back and recreate that and you know go in and rewatch those issues so i think this is a good reminder for me and other folks watching is there's so much of my time has i've spent using ai for business but there's is so much more creative ways to use ai that i'm more personal to and more expansive like i don't think i'm using it enough to just go wild with things and i think i'm underappreciated how crazy i could get with build shit because i spend so much of my time like using it for kinda work things and applications and so whereas you've just let yourself go wild right you started with a second brain concept which everyone has but my second brain looks you know nothing like this right it's like a bunch of like context files like get auto dated whereas you've just like your imagination run wild and that's actually a great you know reminder for everyone is that these models we we started on this these models are so much better than you think and you're just like totally under using them yeah i mean just just to give you some context i tried to learn blender which is the app that is a free app that claude used to build this thing so i just had to download blender on my computer which was already there trying to build a chair like this in blender is like a three d software where you build three d objects this chair for me to make this chair myself it would take me maybe an hour and a half and any more than that i don't know even how to do that but i could probably build this chair with shapes and stuff in an hour and a half i mean claude built this entire world and i've only show you maybe like ten percent in two weeks he built chicago overnight one night and and by the way everything i've shown you including this castle i never went over my credits this is all under two hundred dollars yeah thirty dollars fuck me the whole castle yeah yeah i think this is insane what's your like favorite place to hang out in your little world this one my wife was really blown away so it's like i created our wedding venue where we got married like she built this smart little flower arch herself so i tried to recreate the flower arch we had like this lake background and i showed her this and she was just like her mind was blown i was like yeah i don't know understand what's happened to ai i feel like just last week i wasn't able to to me it took to just a giant leap and it wasn't any specific release i just started trying more with it i'm like when did this i don't understand when this magic so complicated blender is insanely complicated you have inspired me i think it looks a lot more complicated than it was to build a lot of things so the pdf that i put together has like the kind of the prompts that i use in order on how to use them because some of them did require like couple of smaller follow up prompts so i put that package together so anybody could download that and access it and just copy and paste those and a lot of people ask me can you do anything if you have a twenty dollar subscription and i think some of the more simple ones like the command center and the castle you're not gonna get very far in a twenty dollar subscription but some of the more simple ones i show you could be done with pretty much a a twenty dollar plan so that we'll put a link in the description for that okay so you have everyone's attention you've blown everyone's minds with this episode but you're working on something new and i i need to be part of that something you because i wanna learn how to cooks stuff like this so could you maybe take us through it yeah so for this one is something i've been working out for six months and this is like one of my first like real product that i start vibe coating and then i ended up working with a developer to really make this much better so we have this platform called future media and it's been around for quite a long time you guess hundred fifty thousand unique people to it every single month and it was basically a tool directory where you could discover ai tools but as ai tools start kind of merging and clogged you know sucked up like ten different tools or a hundred different tools into one we decided to kind of take this to the next step and we end up building this new future pdf two point o where it starts at its core still recommending different tools but we ended up building all kinds of other ai use cases to actually help people implement ai at work so we ended up adding ai workflows you could literally press view workflow and it shows you how to use multiple different ai tools that stack him together and be build them for every single category where we had visitors come to our website for be build a massive library of ai use cases has hundred seventy one use cases ai skills the resources that i'll be showing you we're adding those also onto here so we have ton of different resources like i have this resource basically it's like those three d worlds i built well i build a whole lot more for a different video i work now so be like twenty one of them so all the prompts for those are also on our website right and the coolest part about this one is is fully personalized and it's totally free you go through a five step onboarding process it will have enough information like your job and your goals and your budget and personalize your dashboard hundred percent to you and every experience is different so it will tell you here's the first thing i want you to do go get your ai tools stack i put founder as my role here so it says here's your ai tools stack that you need to use and then every single day you come back to it this refreshes with new recommendation again personalized to you on what you should do and it'll pulling use cases workflow of skills whatever the case is and then we also added like almost real time ai updates here so anytime something comes out and we think it's worth sharing it with you this just gets automatically added to our dashboard so you get the latest greatest with ai here so this just came out about two weeks ago we released this and it's it's hundred percent free but i worked on this this is how my vibe code got really strong because i kinda build this from scratch and i spent like a little bit of time every single day for like the last six months to put this together this is awesome i actually put a whole pdf together with pretty much every prompt i'm gonna cover that built all the different apps that i was gonna show in this video so anybody could just go to page and copy and paste those and built them under their cloud code super cool the other thing that we kinda talked about i think on my credit the start was the models have just gotten so better at understand than what you want from a vague description in that if you're looking at this and you're like oh i have a bunch of problems and maybe there's apps that could sell those needs if you actually just tell claude here are the things i'm trying to achieve or here are the problems i have are there software apps yeah you you could build to help me sell days it will probably write you the functional spec and give you the ideas right that and i think that's a change i think this is a great place to leave it sa i think this is one of the best things that we've ever had on this show oh that's awesome i think we have so much of here's a workflow like the youtube stuff was amazing i think if you just implement that youtube stuff and your youtube short form factory it's like a a very expensive product pre ai like you had to pay a lot of money through that yeah i actually think the virtual world is just such a great reminder like we are creative beans and ai has a lot of pros and cons it right now but there is just a whole bunch of ways you can use it and go wild with your imagination you've inspired me to kinda do more with it i i suspect you've inspired all of the people watching as well so super appreciative you've coming on and and showing all of that i have an idea for a game and i'm going to go build it tonight so this was a super clever on my latest youtube video i kind of walked through that three d world building in more detail like lender links and all that other their stuff so it's a little bit easier to follow i have to go download that okay yeah yeah yeah thanks sa this was an awesome episode thanks for coming on really appreciate it yeah happy to be here thank you let me tell you about a great podcast seven day weekend from self proclaimed anti work alcoholic laura anderson comes a brand new podcast called the seven day weekend your weekly dose of business finance and side hustle motivation wanna learn how to make ten k a month from the comfort of your own home laura has got you looking to break out of your nine to five and start a new business venture the seven day weekend is the place to begin tune in for weekly episodes featuring a mixture of guests and laura harder tips that'll teach you how to build the digital tools necessary to build your own seven day weekend if you enjoy learning what makes people tick then this show is perfect for you they recently did an episode titled the entrepreneur mindset it's all about thinking beyond the nine to five job check it out and listen to seven day weekend wherever you get your podcasts this data is wrong every freaking time time have you heard of hubspot hubspot is a crm platform where everything is fully integrate well i can see the client's whole history calls support tickets emails and here's a test from three days ago i totally missed hubspot grow better

kip and i love mark but i'm here to tell you what hard truth all of martin is becoming comm by ai it all looks feels and sounds the same and we want to help you get over that we're gonna give you six timeless lessons from some of the best marketing books throughout the last hundred years we're gonna give you the lesson tell you how you can implement and instrument into your business so you can win the marketing game of today and be much better and different than everyone else all of that and more on this episode of marketing against the green it is crazy out there the world is changing faster than ever it feels like and if you're like us you feel overwhelmed in the time where it feels like this you have to actually go back to history and realize that the more things change the more they stay the same and today karen and i are breaking down some timeless marketing lessons that are literally going to blow your mind but they were written twenty thirty a hundred years ago and we excited to share them with you today back to the classics i think what's funny is like in this world of crazy technology one of the things that you and i have really gravitate towards is this notion of what matters all great writing matters great storytelling matters and like that hasn't changed that much how you execute it has changed a lot but the core principles of marketing are more important now than ever right if you go back to the classics they teach originality they teach authenticity they teach great ride in they teach human psychology they teach all of these things that are not what you see for the most part online they're not real tactical how you make your facebook ads better or how you make your search results better they are really how you actually convince people that you are the right product for them convinced than that you are the right brand for them really kinda sell your ideas and i think that is more important than ever in a world that everything is being comm monetized ai is comm commodities and everything and so actually it's never been a better time to go back to the classics and learn wheel marketing i think if you just watch endless videos of tactical tutorials like how to do better meta ads that is like the equivalent of the marketing hamster wheel and all you're gonna do is feel freaking exhausted and you gotta get off the hamster wheel and kinda go and do some old school slowdown learning and brain building and so the first book karen this is might be one of my favorite marking books old hubspot veteran dan za dan z shout out to you told me about this book maybe fifteen years ago and i have read it so many times since then it's direct mail copy that sells it's written by a man named hers gordon lewis and he wrote a bunch of awesome books on direct mail and copywriting but he also directed horror movies and was just like this very fascinating creature but kieran i think what might be the most important two pages this book is the start of chapter five and that chapter five is called the magic word that can make you rich just love like that is how you write a freaking cha title the magic word that can make you rich and he's making this argument that that magic word is ver similar to how glad are you that it didn't make you pronounce that karen he's making an argument that what the word magic word that can make you rich is ver similar do you have no what ver means i do not i do question his right the middle not that that's the word he chose he's very memorable ver means the appearance of the truth and here's the argument he makes he says the first rule of ver the cornerstone of successful direct response copy isn't truth but having the reader regard what you write as truth again i'm gonna read that again because it's kinda counterintuitive the cornerstone of successful direct response copy isn't truth but having the reader regard what you write as truth and i'm gonna explain what this means all the truth in the world he writes won't sell for you unless the message recipient believes it's true the writer is peter pan and unless the reader believes tinker bell what you're selling will drop dead the truth may set you free but too much of it un unsecured is like drinking champagne from a tennis shoe just after a tough match you've won the match but you've lost the celebration an example these aren't given or calvin klein fashions the label is at fancy but these are good solid middle america fashions and they'll never take you off the deep end everyone if you are enjoying this episode as much as we are enjoying doing the episode we've built some more deep dive content around it and you can get it right now if you want more on this we put everything into one guide you can keep and keep coming back to so click the link in the description scan the qr code and get that guide right now like that last copy it's all true nobody would buy it and that's what he's arguing karen is that ver similar is making the appearance of the truth be truth making the story you're trying to tell feel true to the person you're trying to tell it to what do you think so lion i don't think it's lot no but it's framing right like would you wanna describe your fashion brand as we aren't these flashy competitors and we not fancy no you know there is a great story i think it is from cloud hopkins or one of the copywriter who did save a business i think this business was going bankrupt and they were trying to figure out how to stay in business and so they wanted one of these incredible copywriter and ask them what they should do and he says tell people you're going bankrupt and you have a great deal because of it and it saved the business and so that's the opposite example of like where you were like overt to the point and truthful like we are going bankrupt unless we sell all this stuff at the discount but i would argue that is actually very similar to right but is the like the truth is that you're going bankrupt as a business the appearance of the truth is that we're gonna have a really great deal for you and we care about our customers even though we're going bankrupt it's the perspective and the framing of the truth that we're actually talking about right and i think yeah in a lot of the books that we have been reading i think that's a common thread across them yeah yeah you know it's kind of interesting how much of marketing is anchored in human psychology in writing yes and so one of the things that i continue to tell the kind of young generation of marketers today who are going to for the most part not have a world where they did not have ai to help them do a bunch of work is please please please do not forget how to write i'm starting to come to the conclusion that like the best way to grow an audience and to create great content is to use no ai at all not even for idea aviation not even for he's go to the other end folks i'm going on baby now research but even research maybe you know research because everyone ends up in the same spot right you prompt ai differently you ask at different things but for the most part you're probably gonna get similar ideas as everyone else similar researches everyone else i think the way i would interpret that is how you can craft copy that makes you feel it's your truth right which is like really the art of copyright and when you read it you're like oh that was written for me that's a one on one piece of copy right and ai has promised that and i think it does deliver that in some spots but i think great writers are still much much better than the ai so let me tell you about w ib beverage so he basically wrote this book called scientific discovery he grew up in australia he grew up in a place called bill could you get a more australian named than bill that's a closest brand that like the aussie surfing clothing bra that's the had a lot of when i when i lived in silly sydney i had a lot of bill among so there was a school prize book called the romance of scientific discovery inspired him to pursue research and he went on become a scientist so obviously you know a little different from what maybe marketers will read but i wanted to kinda pull up one of his quotes why do i think this is a good book because again i still think the horror tenets of marketing is customer research psychology ride and sell and he had this great line originality often consists in linking up ideas whose connection was not previously suspected and so the takeaway here as original ideas come from having different inputs and this is why i kinda talked about the fact that i'm trying not to use ai anymore and maybe even for research because if you just continue to see the same things i find myself being less and less inspired for even right because most of your best inspiration comes from a story from a totally different industry or totally different vertical and then try to splice those things together and there's a great example of a modern day brand doing this we've had the cmo on the company but like liquid death right they were inspired by different industries to kinda create their brand they had this like really cool thing where they turned hostile comments into music and they kinda splice together the kinda internet trend where you have celebrities read aloud hateful comments about themselves and they kinda turn that into a music song but there's a lot of great marketing and now obviously and more and more of it where you have industries inspired by trends happen in other industries but for me as a marketer the way i would take that is if you want true originality you have to be inspired by places that are different from where everyone else is getting in their ideas and it's a good reminder for myself to be a great writer i get less and less excited about creating content when i seen the same and same stuff and i think that is a great piece of advice for anyone who wants to be a great marketer i think that one is right and i love this one i haven't read this book i also love that i have physical books and you have made this beautiful sign thing i know i it's both a reflection of each of our personalities and i like that vibe so using an ai for image creation but i'm not totally i clearly but here's how i think about this caring because i think you gave the liquid death example is a good example but i think this is something that everybody could do and this something that you and i have done in our lives a ton and what what i would really argue to anyone is that think about the last week of your life and think about the thing that you love the most or inspired you the most could be a song you heard could be a movie you watched it could be anything right john wick mine will be john wick i was very inspired by that movie okay and you have to think oh man paul paul ask can we pause have you seen john wick because that answer makes me think you have not seen john wick i love john wick i've seen all john wick but i guess what i'm saying is if there's anything that inspires you i believe there's an application of that to your real life that you can apply that to a work problem you have or a personal problem you have like there's always a connection like i'm working here on a top secret content project that is pulling together threads from all my favorite things to try to make a new unique thing and that is the point you're really making is like find some things that really resonate with you and figure out how to remix them for something that you need to do now right take that inspiration and music most businesses think they know their customers they have the data the records the history but it's scattered across three teams and four systems which means no one can actually use it hubspot connects it all every interaction every support ticket every conversation into one platform every team can work from so when sales talks to a customer marketing and already know the full story and when you know more you grow more check out hot dot com the agent customer platform for growing businesses alright i wanna talk about one of my favorite copywriter ross reeves and actually how you think has done one of the greatest ads of all time which i'll talk about to the slogan because it fits greatest ads of all time he had this great line and i think this is the best advice for marketers right now it produces commercials often dazzling in their art but miserable as a salesman what's he talking about that it is much easier to grow an audience than grow the right audience right building the right audience is a different problem than building an audience and if you are craft and something then you can get a ton of engagement and so there's is i think i used this guy before there's a guy who is like a great content creator in like the kinda growth slash marketing space had a great audience and marketing growth had a great pot all these things and then on x figured out this kind of way of using ai to take any trend on x and then do this kind like deep dive on it so if there is something happening on loose woman and someone says you know something that's political he has a deep dive if there's something happening on health oh i know exactly what you're talking about he yeah i thought bet you know what i'm talking about but i'm like that's the perfect example of this which is like it's easy to grow an audience it's hard to grow the right audience that you can sell them things and there are very different skill sets and i think the most valuable skill set is building in the right audience and russell reeves did the original strap line for m and m's and it's the longest run strap line in history which is they melting your mouth not in your hands and whenever i tell someone what's great copyright and i use that because it perfectly explains the value to the customer the benefit to the customer right it doesn't try to sell you on the product it tries to sell you on the benefit right these things do not get all over your hands i just love it it's so su and so i think this is one of my favorite favorite copywriter this spoke to reality and advertising and it's one of my favorite lessons for everyone to internalize i love that in our new book loop you see back there see behind karen if you're watching on youtube we talk a lot about resonance kieran and that resonance is like a a core metric of modern marketing and a core goal of modern marketing and i think that's what russell reeves is saying it's like you can have a big audience who don't really care about what you have to say won't take action based off of what you say right you have to have the right audience and have the have to have the right residence with without that audience i i love that's a that's a really good one i'm going to one of the marketing goats for number two karen and i'm going with tribes seth god seth gordon has written a lot of books they're all very good he's amazing writer i love his writing i could read his writing tribes is the one i have read the most and continue to reread the most karen and i just find it pre in a bunch of ways and it's i find it to be the most timeless you know first week sales loop five hundred less in stats new book we launched in the same day that still is like one of my properties links i mean it is pretty pretty impressive that we sold almost as many books as ef new book on the first week and i'm really proud of it karen and you know what i'm loving all of the linkedin dms we're getting on loop just as an aside please send them if you have thoughts on loops in them we've been begin some really fun ones and it's making my day every day so so thank you alright page thirty two tribes like these might be some of the best five paragraphs ever a written on marketing traditional marketing the marketing of push understands this the most stable thing to do is push a standard product to a standard audience and succeed with discounts or distribution but for tribes average can be mediocre not worth seeking out boring life's too short to fight the forces of change life's too short to hate what you do all day life's way too short to make mediocre stuff and almost everything that's standard is now viewed as mediocre is there a difference between average and mediocre not so much average stuff has taken for granted not talked about and certainly not sought out the end result of this is that many really good people spend all day trying to defend what they do trying to sell what they've always sold and trying to prevent their organizations for being devoured by the forces of the new it must be wearing them out defending mediocrity is exhausting it's like so fucking great man what's your lesson from that don't be average there's a couple lessons from that beyond just the fact that it's really great writing there's two key lessons from this one you have to lean into change and not fear change and that great marketing is about being on the leading edge and taking advantages of consumer change early in the change cycle and he's pulling out that the bigger lesson though the bigger lesson is the enemy is the middle most people think the enemy is the opposite oh i wanna do good work so the opposite is bad work that is hated and beg dialed and and everything the actual enemy is the middle and middle is un unacceptable mediocre apa and just nobody could care i worked really hard all day to do this thing that nobody gives too cares about right and that to me is one of the biggest challenges for anybody doing marketing is they have to step outside of their like processes and the work they're trying to do and just say look what is remarkable what is the opposite of what all these mediocre people are doing so i could do that like that to me is one of the transcend lessons of marketing is that you have to be for some specific people you have to have your tribe it builds off of the lesson you just gave karen right which is like you can't have this blog audience and try to appeal to everybody you have to have a group of people who care deeply about you and to do that you have to be deeply for them and not for other people and most people companies marketers are not comfortable with not being for some people for intentionally excluding some people i think that's totally right i think those two lessons are great reminders that probably the hardest thing to do and marketing is building an an audience who gives a shit about you and and and and hard thing never be more important to do that never more importantly you had never been easier to sq alright what's your last book man more famous entrepreneurs changed their life because of this book i think than any other book it's certainly up there which dale carnegie how to win friends and influence people love it and this is a pretty simplistic reminder for marketers that no one cares about your product really care don't care about how the get from it improved because of it right talk about what they want and show them how to get it and this is an age old lesson in marketing if you can figure out how to do this which is basically understand the problem that your product solves and how your consumer life's actually you have to basically showcase the life they want you have to showcase their day to day that they want or the work experience that they want do you have to like bring it to life so they can imagine themselves as the person they want to be and most copyrighted right and to be honest is predicated on that very thing which is i'm going to show you exactly the kind of person you want to be and i experienced this first firsthand like i've always been interested in copyright and i've always been interested in psychology and sell and i talked about this a bunch of times on the episode that i accidentally joined a cult and i did you did yeah it is nice thing that happened and i've had no money i spent my last like ten thousand euros and spent on at learning how to understand human my psychology and sell to them and when you actually boil it all done it's really all how do you convince that person that they can be the person they want to be if they do this thing you tell them this is a self help industry like tony robbins is that like get him a master of this he's a master of right he has a kind of religious follow because they all want to be better versions of themselves and there he's the messiah that can get them there and so if you buy his courses and walk across fire you actually might be able to do that and so i think this is a great timeless book to go back to and figure out how you can showcase your product in a way where that person can imagine themselves being and the person they wanna be because of it before i go on to our last book today occurred one of the things i was just taken away from your your how to win friends and influence people and you joining a cult is it's a great reminder funny enough one of most counterintuitive things is that if you do marketing you love being marketed too like i'd love being marketed too marketed to me all day all the time baby like you just love to be a consumer of marketing and i think it's i think it's very fun suddenly crazy stuff exactly alright our final book for today is a old karen this book that i'm about to show you is over a hundred years old you ready for it yes do the original copyright was nineteen sixteen so it is a hundred and ten years old it is called obvious adams oh wow you've gone further bath in claude hopkins scientific advertising this is old school it's a very quick read highly recommend this is a rep published version of it and everything cheap on amazon and it's a fable and it's the story of a successful businessman one of the things i i wanna do here and after reading this is i think you and i should write a modern day marketing fable i think a fable is a great way to tell a story and communicate a lesson and we should like write one together and and publish it i think it'd be fun this too because i mean the story is all of like thirty pages it's not anything crazy after the story there are some lessons and they're called lessons and obvious and obvious adams is obviously the the the the main character the story and the fourth test of obvious care and blew me away you ready yeah here's the fourth test of how you know something's obvious if you're trying to market it does it explode in people's minds if when you have your idea outline your solution to a problem or explain your plan project to program do people say now why did i think of that before you can feel encouraged for obvious ideas are very apt to produce this explosive mental reaction in many instances from that moment on the whole matter appears to be settled without further explanation or argument it's just like they get it instantly you don't need to keep arguing and talking them with it if an idea or proposal does not explode if it requires lengthy explanation involves hours of argument either it's not obvious or you have not thought it through yourself and reduced it to obvious simplicity take a good one that is a good one that that those last two sentences are like right it's product marketing is what i just read like if you do any type of product marketing in the world i would read again if an idea or proposal does not explode if it requires lengthy explanation and involves hours of argument either it's not obvious or you have not thought it through yourself and reduced it to obvious simplicity positioning in it's positioned at its product marketing it is how do you take this complex thing and make it relatable to people and i love it and it's it the lessons could not be clear either the thing's not obvious like the angle the framing you're picking on this product isn't obvious to people and you should pick a different one or you don't understand the product and it's value enough to actually communicate it simply to others like those are two lessons that we could all keep on our heads every single day and it would transform our work our careers yeah also just simplicity as a trait eye i look for when hiring say where i asked someone to explain something and if you cannot explain it su it means you have not internalized that maybe just to end on this which is what is the earliest ever example of marketing because i looked this up when we moved in this episode and so there is an example from pom before its destruction love pom eighty d ad example and i wanna just like bring you through the coffee because this is incredible so a wine seller advertising three price tiers of wine one coin wine two coins bear of wine four coins fe wine the premium option i mean it be easier if we just all or like that right one coins here's some wine look if you give me two coins it's obviously better wine if you me four coins i'm giving you the good shit that's under the desk i take my money i want the good shit under the desk yeah give me the four point wine please but that's that's marketing at its best do you know what you're getting why it's valuable you and what you need to exchange for it right like that's the magic of marketing and i know that it can feel overwhelming right now i know that it can feel isolating right now first of all you never learned we're here to talk with you but second of all you're never learned because you have all these amazing people and words that live in these books that can help get in your head and reshape your mindset and i think spending your time reading books like these karen is just as if not more important than learning the modern tools i agree you're i actually think as we talked about throughout this episode because everything is being comm monetized it actually might be better to read things that are wildly different from what everyone else is and be inspired by wildly different things i think that is the perfect takeaway perfect on thank you all we'll see you next time on marketing great let me tell you about a great podcast seven day weekend from self proclaimed anti work hall laura anderson comes a brand new podcast called the seven day weekend your weekly dose of business finance and side hustle motivation wanna learn how to make ten k a month from the comfort of your own home laura has got you looking to break out of your nine to five and start a new business venture the seven day weekend is the place to begin tune in for weekly episodes featuring a mixture of guests and laura harder earned tips that'll teach you how to build the digital tools necessary to build your own seven day weekend if you enjoy learning what makes people tick then this show is perfect for you they recently did an episode titled the entrepreneur mindset it's all about thinking beyond the nine to five job check it out and listen to seven day weekend wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hubspot is a crm platform where everything is fully into well i can see the client's whole history calls port tickets emails and here's a test from three days ago i totally missed hotspot hubspot grow better

ai models have exploded they can do more things and you could have ever dreamed about but everyone is still struggling with their adoption like how do i use this stuff or we have the perfect guy to solve this problem we have reuben has seed and he is the ai guy the claude guy he teaches businesses day had to become masters of ai in sixty minutes or less and he's gonna give you all of the secrets and you wanna stay tuned because in this episode he opens up his screen and gives you his exact settings that you can just copy straight after this episode so you too can become an ai master all of that and more on this episode of marketing against a green alright we have the most knowledgeable expert on all things ai and in particular claude i follow all of this person's content on subs on linkedin we have ruben has seed who is the claude guy that's absolutely i know you guys rubin you have some of the best best content online around claude and you're gonna teach our audience how to be masters in all things ai and hopefully claude thanks for coming on the show that's the least ambitious introduction at of a receipt right like hey you're gonna be everything about ai ai and the best i thought we didn't have you on because you weren't amazing you're you're awesome we're we're we're we're lucky to get a few minutes of your wisdom but what was funny is right before we started the show yeah we were actually having the exact ops a conversation cured how when it comes to writing that we're all going completely away from ai and that reuben writing every word of his newsletter you're writing every word of your newsletter we're all using ai far less in our writing which is i think very interesting just yeah as a size yeah writing is kind of like flirting so if everyone is using the same pick up lines then once again i mean even if you have like the most effective pick up line it it becomes boring the second problem is is writing is thinking and you can tell if someone wrote about something and they never really experienced it that that didn't go through it so let's break down a little bit for our audience ruben so i started with ai and most of the content i created for external people was how to use it for creating content and back when the models were in especially claude back when claude came out with i can't remember the model three point five i think yeah i i was have incredible results use an ai for ryan and that was like what i did for a year and i'm similar to you now i try not to use an at all but let's try to break this down so if i'm listening to you adam i'm like well why can't i just build a writing in style right and then ai can sound like me can you maybe talk about why that you don't think that works you could you could push it very hard to have a very strong writing style if you have two problems one is the fact that to get there you probably have to do what's called context b which which is b the context so then it becomes extremely good at doing exactly that writing cell and never drifting away from it but the promise that's it's writing by definition it's something that evolves three your experience and you should involve to writing you as a writer you grow up you experience things i am reading a lot about how the best writers and directors became who they are quentin valentino i love stephen king very good boo writing basically it he says i write so much that eventually my writing was influenced by my reading but the point is that when you have those like super heavy skills and folders and files that are doing context b it's too constrained so then it will always always always do it in a certain way and you can't just be writing all of the time in a super predictable way because eventually gets boring so right that's one of the problem the second problem is that writing is thinking so you if you wanna be the best something you should probably think about that thing yes okay there's exactly two really important things i just wanna touch on so one of the early content systems i built obviously all of our s who were kinda using it for ryan and had like a context layer and it has like ryan skills and my taste and all of those things yes and over time i started to wonder is ai adopting my rhino style or am i adopting ai is right in style and i it's a a fantastic question that's very deep there's a research paper that came out they took the transcript of our discussion right now to the transcript of youtube discussions of podcasts of youtube after a chad gp people have words coming from we got poison influence with the l speech yeah so there is no more human data that is not poisoned by l work post l already the second one is literally my my news newsletter from today kieran you can you cannot be more accurate and and timely my news newsletter from this morning this is it's five pm i i wrote it and sent it at five am is see the idea that the those models became so good that you don't need to lock them so much with more and more and more and more context it can deal with your tasks at hands yeah better without it even with an ambiguous task or goal and i've seen some rumors of the next fable five point five and they're going even deeper on that direction because i mean when you see people and you teach ai you can be thinking that the way we used to do it in february which was those folders system file system using markdown files with ob cv it was clunky and very hard but the reason why is because those models were not as good and i always say and it was the beginning of of this morning's newsletter technology must become invisible i do not know how this works i do not know how this if you if you bring me in the nineteen hundred and the king would be like okay how do we do this i'm like i have no idea we make sand things then and then we should think in the space it is modern day magic it's modern magic it is nice everyone if you are enjoying this episode as much as we are enjoying doing the episode we've built some more deep dive content around it and you can get it right now we put together a list of prompts you can copy straight into cloud click the link in the description below or scan that qr code and get it right now back to which i've been talking about for for four years ai like blog like in twenty twenty two when i started writing about it i'm i'm someone who's not a code i don't code i don't know how to write python i think it's one of my superpower i can relate to people so i had to learn everything by myself and one of the things back in twenty two that was key was to understand context window for the people who are listening right now no one talks about it ever now let's dev because we fixed it but back in the days in twenty twenty two you had only three thousand tokens four thousand tokens with t so how much is that very short so meaning you had to give a very short prompt j would answer once you would reply a second time you would get another answer that was done if you continued it would el and forget the beginning and i remember when we went from four thousand to eight thousand eight thousand to sixteen to thirty two to sixty four now it's about a billion between one million and and ten million so you can you can put literally the entire harry potter series so we're good that we fix it okay we're good but in twenty twenty two i was teaching people that are non technical just like me i had no time to explain what's a token i was like okay so because you can't talk to it too long and eventually we cannot forget the beginning what you do is you get a task done a little bit and then you get a small summary of what you did then you open a new chat and then you get that summary and then you keep going and that was the meta at the time and i was teaching people how to do that and i was teaching people another thing if you wanna know about the technology becoming invisible that's why i always say ai is so simple if people are it's becoming harder no no it's much simpler than before before we had to do that so the context thingy and and switch between chats and there was another thing was chain of thoughts and then if you wanna be stylish you would say it's a cod so it was one of the most important paper written on because basically chain of thought is the idea that if you make the ll think about the steps to complete the task and then complete the task the task will be much better managed that if we try to just complete the task so back in the days no reasoning models so i had to tell people okay we're gonna make the model think the steps to get there you wanna write an article so what do you need to do write an article so let's find the angle let's find the title the the synopsis whatever it is the outline it answers once it's good then you jump into with the writing then o one came out from and now every model is a reasoning model and now you won't even know that it's a reasonable model it as someone in the street do you know that l or reasoning models like i mean no i just type the the question and answers yeah because technology should be invisible why should you know that it's reasoning i'll even have a hot take the fact that we have models and efforts what the we shouldn't have any of that like what i'm teaching people like i'm teaching rooms of fifty plus year old there's c levels they're dealing with seven hundred million of of frozen and fish and i have to tell the guys okay so you have four level of intelligence you have like hi opus and fable five and they're like i'm just trying to sell some fish bro no the the and and they're not stupid they're they're actually they're legit no why why are the levels of effort and and and then and then that's the crazy part like when you go through the levels of models they're like okay i guess one is fast and and and dumb and one is very smart and slow and expensive they get that and then you get into also and then for each of them you have an effort level is it a a a low effort or a high effort and they're like right hey and then just try to wrap their head around it and then you're like okay but wife if you use hi cool which is the fast and cheap model and dumb but in extra high but what if i use opus which is much smaller but in low so how does it compare how should why should i do a mattresses sales calculation to know how to complete my task i shouldn't choose my model i shouldn't choose my effort and right now what's happening with claude and this is this morning newsletter you shouldn't even choose the mode of clog this is something i've been saying for four years it's just it's time obviously just takes take time six time when people got got hanged up on on on c and i also was because you could do some coding without coding i was always telling people but you know coworkers is gonna disappear like cloud code is gonna disappear why should you think about coding not coding it should do it without new noticing and this is what's happening right now when people tell me like i know i don't code with cloud i'm like but you don't get to choose if you use cloud yes so coding yes yeah because with the the traditional chat experience if you go and open all the reasoning it's coding right now like there is no more like it's coding it's doing code on your behalf you just don't know it right so everything should disappear eventually and and things should get easier and easier promise the the models were always going to move towards the ability to understand how to route to the right intelligence how to route to the right speed how to do the right task all of these things are just like incrementally getting in there like but the average person doesn't get about any of that stuff but it's not interesting coming all the way back to where you talking about ryan code that i suspect that all of us would couldn't give it of we coded with ai and my code which your code was the same as keeps code and to who it's funny to think that the riders are the winners right like yes c code c yeah yeah exactly it's close monetize and no one cares who cares is it we meets both the same girl at the same bar our experience is so different and way we're gonna express ourselves is so different but coding is coding cod is coding does your experience with ai sound on a little something like this you've been prompting for twenty minutes the output is polished confident and completely useless and that's what happens when ai doesn't know anything about your business hubspot ai works with your actual customer data every interaction every signal your team has generated over time so instead of prompting and hoping you ask once and ship it check it out at hubspot dot com i wanted to pick up on something that i tell this generation that are really growing up in their careers with ai the most important thing i tell them is right in this thinking and can you just talk about that because you mentioned it yeah so every time i i i did a a keynote last week in tell i've you've i live in t aviv and it was a success such a great too best place so good and i was in front of a it was a customer success conference largest customer success conference and and they were like freaking out they're like i mean what's gonna happen for customer success and they thoughts on stage i would tell them like how big they should go on ai and i told them like look whether or not you want it you're you're gonna use ai because it's kind of like you want to not use a computer or not you don't you get to choose you youtube use a computer you have gmail you have outlook you have slack you have teams at google eats you use it what you do get to choose and to perfect he's your social skills this is not going away the customer success guy that's gonna have launch with someone yeah the customer success guy that shows up at at the office every day and it doesn't wanna do remote working yeah this matters a whole lot you know i'm hiring for customer success for my company in new york and and received tons of of people they're like i can do it remotely there's no problem like you don't get it i i need someone to go to manufacturing companies in the us to have a big steak house with the ceo or the c i need them to be close to them i need them to have fun with them i need i need my my my clients to feel like they wanna win with that person need that person to be magnetic and everyone's like wait what what how how do you become magnetic like what what kind of ai is that jump magnetic is the most funny close ever yeah if if they're are not don't which this is what matters so for writing actually writing is much closer to social skills i mean part of it is still science it's how human think how human behave but there part of it also that is a trend you know it's like how you dress how you dress in the eighties not the same as early two thousands not the same as today doesn't convey the same message so shape your your taste your skills especially social skills and writing and thinking this is how you get to ask properly to the ai so should always be able to do that otherwise it's gonna be tough you yeah yeah i i don't think people i think they think about the output of write too much which is you know the words on the page versus the process of having an original thinking to get those words on the page but maybe we could switch into yes okay you've had that use that where you're like talking about all of these things that they're are changing in claude could you maybe just bring us into your cloud setup up like if we want to yeah use claude like you this is how i do it by the we do it i have a have a community on circle and i ask my team how fast can we teach people claude from zero to one like and and and it's funny because i could sell to people like oh you need like fifty two videos of three hours to get this done and we're gonna go through everything i believe in the opposite it's like okay how fast can i teach it to someone meaning i'm not gonna show you everything but you'll get most things here there is no oxygen so we can make it very very fast but just claude takes twenty minutes and cloud code takes about forty minutes so it within an hour you're better than ninety nine point nine percent of the population and you're one of the power user because there's not so much things to be honest like look this is claude and this is cloud code as i said both are like merging very fast right because claude now codes and cloud code can do much more than just coding it can do legal work and do anything you know even the non coding tasks if you're here which is the cloud you can see that i don't have c because in my settings somewhere right here chat and c unified it said it's better but soon everyone will have it yeah if you have access to this turn on and for memory that's the last thing that is needed in my settings some people have the legacy memory and they should go for the other one so now it doesn't show anymore but you should have this for memory and you can always check what it knows about you and you can always edit it right here you can remove stuff from your memory or you can say hey could you add that i made a put with hubspot and then it will know it will be like oh okay recent work updating and it's done and i can go on recent work and you have a bunch of stuff that you can update so this is the part of this claude knows me or not see how easy it is compared to like have folders have files hey that's how i build my audience telling everyone do that stuff i look okay okay so i know it's it it wasn't noted wait it was it was one of my most red newsletter i think above a million readers on that newsletter is to set up your photos in your file i saw yeah it was the thing to do yeah you have to have two but the thing is by the time you try to teach the word about it the models got so much better it is over doesn't doesn't mean that you lie to people who highlight lied to people it's just that we're always at the edge this is why right now i'll tell you something next year you invite me again and we'll see how club change and be like oh my god remember you had to select like the model and the efforts crazy you had to do this and that in the plus you had all of those stuff like everything's gonna disappear eventually so back to the memory one i don't use files and folders because i have this memory and you see you can toggle it off or on if you wanna use it or not people don't know about it but sometimes for some creative tasks you kinda wanna remove it because the problem with memory i mean models are getting better at handling it but the problem with memory is that it's kind of like you go to dal and you want to order like a painting and you say okay so don't think about elephants i want to have this this and that process ellis like famous psychology thing big about are like good students but like annoying good students so they kinda wanna be sassy like oh i know that you mentioned this that you had to podcast gas with hubspot so if i wanna give you like ten angles for something i need to remind you that i remember your memory so sometimes when it's like very creative which happens a lot in my job maybe less for others i turn off memory right here or you can turn on all the rest to be honest the thing you need the most is this guy connector connector is connect claude to your stuff that's about it i mean gmail is the one i used the most because i'm like alright i've been talking to this guy for like two years and we need to go for another sponsorship and this is my conversation using ka or whisper flow that is down here with my meeting notes with my lawyer so connect what i sent with my lawyer and my gmail and then draft the answer i don't write a single email without same without this one of the biggest house savers this is huge and and see here it does a pretty good job at writing my email like i do because running my email is kind of like coding here like i couldn't write the same kind of email all the time it's fine i'm not trying to write an email to a million people about something they should be inspired from you know it's more like mh it's like okay let's do this in q two this happens and this happens i'm off on this week and then i'm like okay one quick thing you're you know you're a super ai pill and yeah one of the things i'm trying to figure out is how much are you willing to give these autonomous agents access like are are you are you when think user are you giving a user access to your email your well i'm sure most people are not given them access to the bank accounts after what they've learned this week but how free are you with your your data bank account i've i've never been happy with that comfortable with that also i think there is a major difference and we can go through the concept of agents because i think this is the biggest misconception about ai is this word agent everyone is getting soaked up with agent agent agents every time i meet someone they say i'm i'm i'm i'm so late on ai because i'm not using agents right now and then i him like do use claude and say yes or do use yes okay so it's already having agents for you right to to complete a tasks right it's just and then i like yeah but isn't something that should be triggered like every morning or whatever and i'm like that you also have this you could have it right here if you wanted it's here it's called routines it's fine so agents people should forget about agents again technology must be invisible why talking about it as agents it's fine it's just it's already doing it now when people mention agent and your question about bank account is personal agents so news drug bot instinct dots from t and now the new cloud do it this is different it's like personal agents to go and shop on amazon or book a a ticket flight personally i don't talk about lifestyle ai i think people have too much time people and say forget about it people spend a lot of time on netflix people spend a lot of time do scrolling they're not looking for more time most people they're not looking for more time so they enjoy going on amazon and scrolling enjoy wasting time and not doing the hard things yeah shopping is fun it's fun and then exactly you have something disconnected from every brand in the world for example yeah and also but then back to the customer success conference i had someone was like well soon like the agent of my company is gonna purchase something from the agent of the other company and and no customer success is gonna talk to each other and so this is like the b to b like enterprise i'm like okay show me a company that will close a one hundred k dollar one million dollar deal without any human involved without any responsibility involved i think it's not there yet like and smb and mid market i can see most of being comm by agent to agent transactions like if you look at lovable or these kind of companies their agents recommend like ci base they had recommendations and those companies were in fire could you just like click the thing okay that's fine the agents telling me to connect but this is software where right yeah okay okay but it's a transaction and b2b yeah yeah so for software that's nothing like i was talking more like like commerce or but like yes for software think means software are gonna disappear i i i i see what those companies that i consult for or asking they want their own thing oh tell us more about this you think it's the dallas software yeah i i think so i i think for me it's extremely clear can i show something yeah that i've seen recently you know there is this this thing that someone made and they were like yeah yeah so the guy posted this and he was like clearly and t valuation is crazy right and i was like okay you're telling me that in t that is a few years old is making one fifth of the revenue of every pure air sas and ess not a good argument when did be started tell me thirty forty years ago seventy the seven twos the seventies what they're making more money than a guy from the seventies and it's like it's not like a guy it's like sap it's like it's huge now i'm not gonna say they're gonna disappear now but what i know is that you could be a company that is making a lot of money that has a lot of customers but your valuation your market cap is extremely low we have this example in israel we have the fiber that yep has more cash hear me on there they have more cash than the valuation of the company right correct they have more cash cash not like future thing the more cash cash yeah that's more cash on it so the market is like basically they could try to spend all the money they couldn't make a one to one dollar return right and and when i see this i'm like yeah like why why do you wanna use a clunky crm maybe not now but doesn't matter the market is not for like what's happening now it's like okay what's next in the next three five years and that's why all these tools are getting remade ai native right like in hubspot like yeah all of those connectors and everything you showed it's just like those are just all you you don't even need connectors because it's all just in one thing and you just set it up and it works it takes your notes it progresses your deals it does all those things but the point you're making is like there's a whole new era of how to work yes and the companies that participate in that new era are infinitely more valuable than the companies of the last era and you know one of my favorite books of all time is a book called good to great by jim collins and it's mh where he went and studied the how how companies became great you know what they all had in common and there'll be a whole another sequel to that written by him or somebody else about these new companies in the in the post ai world i think what's interesting is we're talking about how you work and what makes successful companies in ai at the same time in parallel that we are saying that human connection human judgment human taste is more important than ever working and the companies that find themselves at the intersection of great invisible technology and great human taste and judgment are gonna be the ones that come out the other side and and will so it makes events have so makes podcasts tries to with people and they do more and more year after year my most fantastic meeting i ever had was with demi at google io in may i was grabbing chips at i mean a bag of like chips literally at the at google io and he was next to me and i was like hi and i just came back from a keynote that he did and i was like i need to ask you some questions and i was telling him about my dad and how my dad used to do marketing my dad used to marketing in the eighties by asking questions to to people on the street and and he would then collect the answers on the form templates and then he would there was no excel they'll computer so you had to draw mathematical functions by hand like this yogurt is gonna do plus twenty percent then plus twelve percent so you have like drove the thing and then you had to present it on a transparent to the customer in soup and when you see how my dad was doing marketing and how we guys we do marketing like oh has nothing is the it's called the same thing it's crazy yeah yeah yeah so i was asking them i have my assumption on where the future is going but i wanna hear it from you them you're you're building ag gi what's next for us what's the what's the future workforce and the answer i loved it he said maybe we're never meant to be staring at of spring so much and and it's something i i i i tried to tell people like being social and and how we value those social work meaning someone making an events meaning i met a guy in israel his job he's working with the city is to do open air karaoke now he's wait a minute opening karaoke let's go karen when's the next flight to tell aviv i mean i do i super fine it's i do an incredible vanilla i mean anyway you do an incredible vanilla i would like to see that until great jaw dropping teach me how to do that like hey like awesome that quote for him i think the phone is like the the cancer is as of humanity alright i think it's the worst thing that has ever been created however i will say that as the positive of what he said but also it should be people's choice and the negative of that is like well you have no choice yeah gonna ai is gonna completely where you you hear you hear yeah imagine you go back a hundred years from now and you tell people okay so guys seventy percent of population is doing agriculture yeah in about fifty years less than one percent if you told the guy who's like raising cows and having fun at the farm you don't get to tell him like no but if you really love farming you should just like no like this is happening the green revolution is happening whether you want air or not we've never made so much food as today now you could say it's positive or negative but you could have this argument then back to the moment we're almost sapiens and maybe life is easier and we're nomadic and we're just in caves and like small tribes i don't disagree with the sentiment he's which is like i actually do not think humans men to spend their time in front of screens and people are not meant to agriculture so much like yeah ask some peasants in the middle middle age these guys are only doing that right for hundreds of years so so i i think what's interesting that those two things have a lot in common mh because they're both isolation yes yes i think what you're really saying is that humans were not meant to be isolated and that great work great marketing is inherently social it is the opposite of isolation the irony is you can be just as isolated as staring at a computer is you can be working in a field in the right like that's that's the truth one of the reason i think karen and you and i this spot is because it makes us not be ass isolated we get to talk to amazing people like rubin we get to learn about the world and i i think that is a remarkable thing that's something i find is i've never been more empowered to do work my abilities are just like so so much more than i never ever thought and i don't need to talk twenty one and so and so there's part of that you're like something important yeah for an introvert because introverts are actually able to find excitement in what they're doing what i'd having to constantly get interaction with folks i'm i'm like an introvert who enjoys people's company but i'm very if you left me for a weekend just working away my bubble i'm pretty happy but then i would come out of and i'm like i feel like a bit strange and and so ai is kinda weird thing where you're you're able to do so much more by yourself but it's all by yourself and actually there's companies not aware they're so ai pills and they're just they work with ai and if they have something to tell someone else they tell the agent to tell the other person because it is access to all of the comm channels right so it's like i'm gonna do this and then chip that and then tell that person and they tell that person so they're not even having to communicate with each other mh and and so ai is it seems like a bridge too far it's it is gonna pull us into it pull us further in that direction right and so that it is sometimes yeah pretty interesting to think about i have this experience i i i called my mom right away i'm i'm lucky to have my mom she's the pharmacist retired pharmacist and and she lives in paris where i'm originally from and i'm until i aviv and i was i know i was sick and you know i'm in front of my box of of pills everything is written in hebrew and i'm like oh my god or i don't speak good hebrew and it can it's even harder to read i was like what what should i take and i could see just the names of some of the pills and i just took a photo of the whole box at s was like i have this symptoms and the symptoms and then they was like do you have this in your throat was like yes exactly and he was like okay so take this one i take this one but then i didn't call my mom so then the the it was by night and then the next day i called her and i was like whoa i felt bad because i'm like usually i'll always call my mom because she's the pharmacist yeah yeah and so yeah called my mom i told her about like i'm sick and then i also ask about my nephews and my niece and then she tells me about something else and then the conversation drifts away from the original like hey which pills for that get you know it's yeah so every time people think i'm like the i guy so i'd be praising ai like some priests i don't think so i don't think it's the case for any technology i always ask people our cars is good hard to tell like it revolutionized the word we can move around we can do things that we could never do before extremely fast awesome also number one goes of deaths across every countries maybe it it's gonna be fixed by the way with tesla but still as of today it's hard to be like it's awesome or it's bad technology the internet even electricity someone could say like yeah but the word before electricity we could do that but then this it's hard to tell so i think i have the same ambiguous feeling about ai and back to my conversation with them is i like them as point of view on on ag he and the risk responsibility from those companies those mega miguel ai labs because they say we are the so we get to build it the right way we as in everyone he was pointing me and the people around me we get to do it it's sounds like some eccentric cults lab who's gonna be like okay we have the answer on how to go there and to do it well that maybe the last question because i know we're gonna have to wrap but then i'm curious if you like his answer in that do you think that ai labs or they're not ai labs we just have calling labs do you think these ai product companies yeah do you think you should be held accountable for the yes destruction that your product causes i i want to i'll tell you why i am fairly against like massive legal capture before and it's not just because of innovation it's because of what you just said helping them accountable what happened in two thousand eight yeah yeah two thousand seven okay i read the big short it's a great book also a great movie but it's also a great book it's just a guy making a analysis of of what what will happen you know what happened is that the bank could do it because we build them out and then they just keep on going i mean sure one or two fail but most of the other one they just kept going which is capitalism it's sounds like some my colleague like little group of people no it's was just it was the rule of the game they played the rule of the game and people paid the governments to pay back for the banks so that we can build them out i don't want that to happen with ai that mo zuckerberg bag said it very nicely in interview like before we release news we make sure that news wouldn't do some weird stuff take a and if you're nice kind for example like we need them to be accountable because if they may stop then the company is in big trouble i want them to be in big trouble if they mess totally so that if they do the company is doing wrong so then like magic it's capitalism it's magic right now the company is doing it with great care perfect that's what he wants i'm totally agree i think that's the way the help would progress is they have to personally responsible for whatever ways or a problem hubspot messes up on something i won't help hubspot to be yeah held accountable i want to see you what to be like hey we're sorry we messed up this is what happened now we're gonna fix it yeah perfect that's a good society very cool okay i think we are likely up on time we are reuben this is sad this has been fun this would been so so much fun i really have to have you back on in the future yeah we'll maybe talk do new cloud bottles all kinds of other fun things in the future yeah yeah but this is a great kind of foundational how people should think about ai humanity what businesses look like and my big takeaway here is like we can't live in a purely transactional world no if you know you the the transaction of tell your bot to tell my until my bot to tell me like that is a bad thing you know or just like purely transactional like oh i need to take this medicine versus i need to call my mom and find out how my family is what happened to take every dating yeah app is flourishing everyone is meeting online so then there are fewer and fewer people interacting with each other face to face yeah if you do you rubin thank you so much for joining us we appreciate you thank you guys back on a future show thank you take care let me tell you about a great podcast seven day weekend from self proclaimed anti work alcoholic laura anderson comes a brand new podcast called the seven day weekend your weekly dose of business finance and side hustle motivation wanna learn how to make ten k a month from the comfort of your own home laura has got you looking to break out of your nine to five and start a new business venture the seven day weekend is the place to begin tune in for weekly episodes featuring a mixture of guests and laura harder earned tips that'll teach you how to build the digital tools necessary to build your own seven day weekend if you enjoy learning what makes people tick then this show is perfect for you they recently did an episode titled the entrepreneur mindset it's all about thinking beyond the nine to five job check it out and listen to seven day weekend wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hubspot is a crm platform where everything is fully integrated well i can see the client's whole history recall support tickets emails and here's a test from three days ago i totally missed hotspot hubspot pro better

ai has comm build has comm code but that's a great thing for market tiers it is never been a better time for marketers to become millionaires through a new formula that i'm gonna teach you on this episode and better yet i'm gonna show you companies using that formula to get rich and how you can get started right away all of that and more on this episode of marketing against the grain alright let's kick off this episode with a quick story we're gonna talk about h sam a non technical finder who was in a corporate job and he ran two amazon brands on the side the problem was he realized that amazon sellers spent hours research and validate products he knew this problem firsthand he had experienced it so he built launch fast and ai powered product research tool for amazon sellers he used cursor he built the entire thing in forty eight hours the entire thing now he was not a person who had an existing audience so he partnered with a company called legacy x and it was a coaching business with existing audience for amazon sellers and he did that in this exchange for equity in his tool so he knew how to market he knew how to get customers for his product and after thirty days he had seventeen to eighteen k in mr and after sixty days he had twenty one thousand dollars in mr r and it was pretty simple right fifty dollars a month for this product this is a whole new opportunity for marketers ai is now your best technical founder the new models can ship code with a single prompt it's unbelievable and ass sam advantage was knowing how to understand a customer's problem and then find distribution not build software these are the skills of marketer a marketer knows how to do research position and an acquisition if you know those things now you can build a lot of money wanna introduce you to a quick formula this is the new thousand true fans so the thousand true fans was from kevin kelly and it was when the internet became a thing content creators could monetize niche audiences through content if you had a thousand fans paying you a hundred dollars you could earn a hundred thousand dollars pretty amazing this is the formula for today for the ai era because now you can monetize through software two hundred and fifty customers seventy nine dollars a month gives you nearly twenty thousand dollars in mr and this is what i wanna show you how to do we're gonna go through an exact example and this whole youtube episode it's probably gonna be less than twelve fifty minutes and you're gonna learn the entire thing if you stay tuned and better yet i'm gonna show you examples of companies doing this very thing we're gonna start with tattoo artists and tattoo artists is a pretty broad category i have a tattoo i will say that it was not enjoyable i remember i was really busy and i was thinking to myself i need to get this tattoo let me talk about it forever i'm gonna take a day of work and i'm gonna just chill because i'm tired and i'm busy take my netflix take my earphones go into the tattoo shop and chill get this thing done and just like sit back and watch my favorite shows the first little needle goes like this and i was like in tears and so i held on for five and a half hours to the side of the chair in pain in tears got no relaxation we've got the entire thing done so we're gonna pick tattoo artists because i think it's a cool field and then we're gonna ask ai to identify micro behaviors this is the new gold that you're gonna go search for micro behaviors and real customer complaints we're gonna choose a micro behavior in this category and then build a prototype and then i'm gonna show you how to monetize it so we're gonna start with tattoo artist and we're gonna use ai to do the research now what we do is connect ai to a tool called man dot ai if you don't know what that is i mentioned it in my crock my last crop video mon dot ai and i'll make sure we put it in the description if you're enjoying this episode and you want all of the resources you can click the link in the description or scan the qr code to get them all delivered to your inbox and you can basically sign up to mono and now your agent has access to all of the tools and it can just do all of the research you don't even have to tell it what tools to use it knows what tools to use so i tell it to go reverse engineer this category and so we go from broad market to micro behavior and what we picked up on was traveling tattoo artists don't just need booking software they need help filling guest bots in cities where they don't already have an audience right let me just say that again because it's sony niche traveling tattoo artists don't just need book software they need help filling guest bots in cities where they don't already have an audience so basically you have all these tattoo artists and they travel around cities and in those cities they do pop up shops and they need to fill those appointments and i just said to ai within the tattoo industry identify ten narrowly defined professional behaviors for each fine evidence of a repeated expensive or frustrating straight problem from first time discussions get the original sources tell me what the smallest specialized software workflow we could build and leave everything else that's basically what we do and so when it was a reverse engineer and you can see here it was like it had a bunch of first person evidence so this is a real quote i still have no problem booking clients so there's software for that that is the broad category of software but that's for home that's in their shop that's what it's built for it because they're trying to build a massive business we're trying to build a business for two hundred and fifty customers twenty thousand dollars in mr but travel is a whole other gain right the pain isn't trying to fill up appointments in the place that you are in you're kinda consistent shock it's when you travel and so we basically give ai all of the research that was done through the agent and mono and then we just said okay we do not want to give you the app idea that's really important you just give it the evidence you just say here is all of the insights that i collected the outcome is to help the artists fill more appointments before arriving in a new city so a context research outcome help the artists fill more appointments before arriving in a new city we wanna force some product choices right we wanna ask for the smallest useful workflow only features tied to the evidence and a list of features that it actually decided to exclude and why and then build it and so we build it into a clickable prototype and the reason we start with a prototype is because it allows us to give feedback to ai before it builds a real thing you know that feeling when the strategy is done the brief is written everyone's aligned and you realize someone still has to sit down and actually create all that content that someone is you and it's due tomorrow breeze assistant from hubspot can help it works right inside hubspot drafting campaign copy blog post emails all in your voice all ground in your actual customer data so you don't have to create content you create content that converts check out hubspot dot com to learn more and so this is the prototype and then the actual real version would take another couple of hours of ai to build so it's pretty simplistic right you have the ability to open different guest bots and so i'm gonna open up a guest spot in germany it tells you how many appointments you have for berlin because it's the only one i have opened it gives me a wait list and it gives me how much appointment value has been booked and i'll show you how it does that so i basically wanna go in here and this is the campaign builder for now it's pretty simplistic we would also add a feature here that would allow you to add some of your portfolio work so when you're posted on instagram is predominantly for instagram because this is where that audience hang out here's some of my portfolio here's some great imagery and you can basically craft a landing page booking and links waitlist and promo code so basically you put all of this together and then you go in and this is a little booking page that you can advertise through instagram it will create all of the instagram post an imagery for you to continue to promote this and so i come here i'm coming back this is a the mini landing page i can reserve things i can go into the waitlist list and i can add in where are all the different cities that i'm going to actually be visiting and so it's a little campaign builder for gram that has a booking and page built in for available guest bots and allows you to have a waitlist list as well and that is pretty cool right so this is our v one it took about half an hour to build this it will take another hour of refinement to build a real version this is not fiction right let's go through some real examples here so we have sync two sheets this is synchronized notion database with google sheets just moving data from notion to google sheets pretty easy right this is a micro behavior nine k and r r four hundred paying customers the founder was just in these notion communities and saw people continue to have this problem so he built that tool blog to pin turn a blog post into a pinterest pin then schedule them automatically sixteen thousand dollars in mr r over four hundred paying subscribers again the founder was just like this is a great way to help brands promote their blog and it hasn't been done before and then merch kd wizard so basically help amazon sellers managed design and product listings ten k and mr all of these are micro behaviors right there are three products they have one consistent pattern a narrow workflow a clearly defined buyer and enough people willing to pay for a useful solution but you're a marketer so how easy is it for you to do this you need some sort of special marketing wizard or do you already have the insights you need to make this a success let me talk about sync two sheets this is one simple product notion database to google sheets the founder basically was in these kind of notion communities and figured out that people had trouble moving data out of them he search for google sheets he searched for csv in excel and all of these different things and they realized that the biggest one was moving to google sheets so he built it then how did he actually managed to promote it well he did a very similar thing to hassan on he went where his consumer had that problem he basically built into the google workspace marketplace he did demo videos and screenshots and posted them on communities and reddit and facebook and finally he set up a little monitor to monitor all of the communities so when anyone had those problem he could jump in and say i've got the product for you and it's really really simple right he also tried product on hacker news all of these different things but really what he find was niche marketing really mattered when you're building micro behavior software you want to make sure your marketing matches that so it has to be quite niche and you only need a couple of things to really work for you to get to two hundred and fifty customers so here's the entire formula the micro behavior business formula five steps to go from idea of the pan customer this is a glitch it should not say software it should be any category that you are interested in again you don't really have to care too much because ai is gonna do all the research for you so you could do like ten of these at a time but pick a category then you find a specific behavior within that customer niche we found tattoo artist traveling for guest bots like again we're doing this with ai a mono dot ai that has acts to all of these different apis to research we find the evidence of a painful problem and then we build the software and then we go to where our audience is and complain about that micro frustration or problem in that behavior gives you three things right the same behavior that inspires the product actually tells you how to marketed so the product is designed around one clear frustration one micro behavior one micro frustration you build an entire product around that and then you basically go and market to them where they exhibit that behavior so you can reach them through social communities all of these different ways where they have that complaint they're talking about that frustration and this is the beauty of this strategy so for example if we were doing this for the tattoo idea we would just basically monitor social and communities for tattoo artists that have promoted guest bots in other cities that's it that's literally all i would do how i would basically just monitor it and then i would reach out and say oh i have a campaign builder an app that you can use and test to see if it would actually build up all those spots for you i'll give it to your forty nine dollars to actually test that for a month do you wanna try to do it and that allows you to actually get real evidence if this idea could turn into two hundred and fifty customers and you could do ten at a time because you can actually automate the entire thing you could also automate the outreach i think about it i automated the research i'm automated the software now i'm just monitoring where people talk about that micro frustration and my ai agent is actually gonna be the one reaching out to promote the software i can just put this into a real system and really go through tons and tons of different micro papers and that's really important because here's the bigger opportunity ai has comm monetized building twenty twenty a sixteen and z said it was the time to build it longer is the time to build it's the time to market it's a time for marketers because building has been comm marketing and distribution are the moat finding customers and position and understanding the customer's problems things marketers are great there are millions of micro behaviors every niche profession hobby has specific behaviors and problems and workflows that can be turned into software this is just the beginning i go from research to build to outreach and so if you're gonna pick your first micro behavior you pick your space choose a niche that you know or cure about don't really need to be because ai can actually do a lot of the research for you and go pretty rapidly around this find your evidence you have to get really good actually at knowing that micro behaviors and micro frustrations build a prototype go back and forth and then build the actual application get your first customers go where they're showing that frustration that behavior and then iterate and grow and it really is that simple and this is the new age of entrepreneurship for marketers you find one micro behavior one useful product one identified group of buyers you go to two hundred and fifty customers seventy nine dollars twenty thousand dollars in mr and you just print some money so marketers you are armed with all of the knowledge you need to win in this ai age and hopefully this inspires you to build some micro behavioral software micro registration software send it to me i would love to see it and hopefully this is helpful let me tell you about a great podcast seven day weekend from self proclaimed anti work alcoholic laura anderson comes a brand new podcast called the seven day weekend your weekly dose of business finance and side hustle motivation wanna learn how to make ten k a month from the comfort of your own home laura has got you looking to break out of your nine to five and start a new business venture the seven day weekend is the place to begin tune in for weekly episodes featuring a mixture of guests and laura harder tips that'll teach you how to build the digital tools necessary to build your own seven day weekend if you enjoy learning what makes people tick then this show is perfect for you they recently did an episode titled the entrepreneur mindset it's all about thinking beyond the nine to five job check it out and listen to seven day weekend wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hotspot hubspot is a crm platform where everything is fully integrate well i can see the clients hold history calls support tickets emails and here's a test from three days ago i totally missed hotspot hubspot grow better

now i've hired hundreds of marketers throughout my career but i think a lot of marketing teams today are about to spend their hiring and budget on the wrong set of skills ai is fundamentally changing in how to do marketing from how we write blog post to produce videos to build marketing campaigns if i was building a marketing team today i would hire for a very different set of skills and this is how all of you can have those skills to make sure you're in demand and it can make a lot of money in your career during this ai era i'm gonna go through the top three roles that i would hire for today if i was starting a marked team for scratch and these roles did not exist probably a year or two ago so stay tuned let's go through this on this episode of mark in the instagram okay let's get into today's episode if i was bill a marketing team for scratch or even if you just wanna build a career in marketing or you want to know how does mark even work today and what are the new roles in marketing that really matter that you may have never heard of in the past i'm gonna bring you three must have roles of any modern marketing team i've hired hundreds of marketers over the course of my career and these are three roles that i think are going to be really important in the future and likely have never really been part of someone's hiring and plan in the past so this episode is for you if you're trying to grow your business if you're trying to grow a marketing team where you're even trying to grow a marketing career or you just wanna see how the modern day companies or companies were really plugged into the age of ai what are they doing to grow and who are the people that are helping them to do that and so what we're gonna do here is we're going to jump into a little whiteboard and so i'm gonna kinda whiteboard this eye feel because i think it might be easier okay so the first one i'm gonna talk about is a growth producer so what even is a growth producer a growth producer basically makes entertain and content around your product and that is really important the average person just wants to be entertained when they are on all of these social channels and forever we had this thing called p and p was where all of the kind of growth folks were and they were experimental folks they would run ab b test then they would try to figure out what would work and scale for their product or service and that was great than age of non ai where people would do a bunch of research in google or ads they would come to your product then they would use your product and you would figure out how to get them to use it more and get a lot of value and then at some point give you some dollars and what happens in the age of ai is a lot of that research is all done in these ai assistance so it's happening in chat it's happening in the ai mode and google and you don't have the ability to influence that as much so you actually have to be known to someone much further up in their journey and that's the awareness stage hey if you like what you heard in this episode and you want more click the link in the description or scan that qr code we have a ton of incredible resources that can get you started doing this stuff in a very short amount of time and awareness has never been great to run growth because it was hard to do kind of experimental things it was hard to run ab test because all of the things you did were quite costly now ai is starting to reduce the amount of money you have to spend to do video production to do all of these kind of things that we're traditionally pre ai like gorilla stunt marketing right you've probably heard of some of the you know old campaigns where you're just figuring out how do i get people to talk about me this is not too dissimilar but it's how do i create entertain and content around my product for an online audience and so let's bring this to life a little bit one of the companies that have done a really good job of this is ramp and so ramp are an expense software so like traditionally not the most interested in category to be and but why they create pretty entertaining content around their product this is an example it's brian from the us office obviously the uk office is much better but brian versus ramp and so what they did is they set up this glass box in new york and brian is doing expense reports and you can see they have a run ticker of brian versus ramp so let's watch a little bit of this in this box processing six hundred thousand receipts with these very hands you know this is a real thing right he's in the box trying to complete this task of six hundred thousand expense reports think that there's been a misunderstanding we hired brian to be our spokesperson and now he's doing ramps finances brian he is the icon he is the moment never heard a automated expense morning i don't know anything about automating financial workflows or creating enterprise level financial software right so you get it it's really well done they created an entire campaign around that now that is obviously an example of bigger budget and ramp have bigger budget but you can definitely do a version of this for you right you're trying to figure out like one customer frustration a couple of experiment ideas and bring it to life in really interest in ways and ai really does allow you to do that because you cost to do video or all of these things has come done so for this to work you definitely need someone who could take calculated risks right they have to have really great taste judgment internet instincts it's a pretty new role ramp have started hiring for a viral creator producer and so to give you a little of a taste of how this worked in ramps so you can figure out how to apply it in your company ramp had someone whose job is creative experimentation this is what we're talking about this growth producer creative experimentation they call it a viral producer and they brought in a social lead from mister beast team so again going i outside of the box thinking about who can come in and help you on a contract basis they also have a comedic script writer which i think is pretty interesting and then they were just able to move really really fast and that is a big part of this is like being able to move fast iterate have a team around you it can be an external team contractors but that growth producer is a really part of that and that is like key number one have you got a team that can create entertainment around your product and i think this growth producer and bringing growth up to awareness and having the ability to move fast on ideas find signal and then scale ideas that are really taken off are really important i think comedy is a really important part of that being entertained is a really important part and that moves us onto the second rule and this is like one of my all time kind of wishes to hire and have in any team that i have which is an internet comedian and this really is basically turn your product into something people share with friends and that again is really hard to do but it's so important because in a world where everything it looks the same because ai is created and everything how do you actually stand at now one of the interesting examples of this recently has been alex wang so alex wang was former founder or sc bought by meta and then ran and launched muse and one of the big things around muse and part of the success has really been him meme post and ship posting and i think having a meme content creator on your team part of that internet comedian team maybe that's all you have is the meme creator but i think pretty important so like they have this little kind of fluffy character and alex wang he has just been going ham on memes so you can go and see some of the memes he's created so like they have this character and he's just being posting these crazy memes on in a recent interview he actually said like this was a big part of how they grew and they're steve jobs as muse got i'm muse here the little guy is like popping up all over the place and so you can see he's really had some fun with it and he actually talked about the fact that that was a big part of their story a big part of making muse and meta cool again there's the other part of the kinda internet comedian which is being able to actually remix things remix culture and so you may have seen this here that blew up which is the hotel lobby trends this is the original video and then you saw people kind of remix it in like lots of different ways you see a bunch of different versions that it really blew up all over the place right and you batman man superman you have elon and sydney sweeney i think that is biden and i don't know that mitch mc mcconnell this is the other one that blew up it's i'm not gonna play the music but this is march twenty one so this is a drake track called burn bridges and you could put any characters you want into it and so that internet comedian is really how do you understand internet culture and then with these ai trends you can really actually blow up in interested and funny ways and the other thing i will say but that is there's other interesting ways you can use these trends to grow your brand so you see cap cut we're actually providing these templates and then whenever you use that template and posted them on tiktok below the tiktok video it would have a call to action to say this was created with a cap cut template other brands have been kind of trying to play around with comedy comedy is really hard thing to do when a buyer ai for solution like yours do you know if you're showing up or not and hubspot we've got a great product that actually helps you get discovered in ai search hubspot au helps you show up in these moments with the right answers buyers are looking for before the first click before the first fill that's the moment hubspot au is built for go check out hubspot au you can trial it for free and it's gonna help you understand how you're showing up an ai search and how you can show up even more but you see a click up click up another one that have had a comedic rider you hold what you do you far week don't call ruin of vacation hey i just net you there's a hit my number respect my boundaries come mad are you gender religion race talking about this tell me so you actually have to be able to make fun of yourself take risks i think brands forever have not wanted to do that because we've all been pretty corporate so what are we talked about so the internet comedian i think one of the you know really important things is the means like you wanna be a meme lord and trying to get this talent into your team is not traditionally what marketers have done right you kinda have a ai remix to make sure you can be part of trends or even create trends you want to be able to really just understand short from comedy which is kinda what click what we're doing but basically like can you find someone that can actually bring your product to life in ways that makes it shareable and i think that is like really important and so you have the growth producer you have the internet comedian and these things make your product entertainment they help you share that product with other folks and then the third one is one that i think every brand is going to need and that is a creator deal maker and so why does anyone everyone need to create a deal maker well the creator space has really blown up and all of these creators let's just talk about what this actually is you have to have someone that wants to make creators want to work with you and it's not always just a bad money so the creator space has blown up a lot and it's gotten it much more more competitive and you have to figure out how you can create the right bunch of incentives and the right model that allows you to scale your paid programs with creators and there's a bunch of like interest in things that this person would need to excel at that typically a marketer isn't hiring in four right they actually need to find the relevant talent and that is not that easy to do right it's kind of easy but there's like some nuances and so one of the tools i built recently was a creator greet and a creator grader is trying to figure out where that creator is audience is sharing their content too basically we'll walk countries and so for an example in linkedin it would go and look at all of the people that have engaged with their content if you're paying that creator and look at their profiles and say what percentage of countries are these people coming from so if i get twenty thousand likes on a piece of content all of those like i want to know what country they're in so i can figure out what audience that creator is reaching and then i also wanna see the quality of that audience so for linkedin on example i've discovered that a lot of creators are using bought farms to basically artificially inflate their numbers and how could i tell that well if i look at a creators post i could reverse engineer who is common and react into it and then i can look at what countries those people are from or i could look at the amount of followers those people actually have and what that allowed me do is grade the quality of that creators audience by what countries are they reaching and so if they're reaching my target countries that i really care about and then the quality of their audience so for example one of the creators i ran through it eighty percent of their audience had people like their content who had no connections on linkedin themselves they were all new profiles they looked totally fake and so part of your creative deal maker needs to be able to understand what quality is then you have to offer more than the fee you have to offer more than a fee it's not just about the money it's about the incentives right you actually have to figure out like how can i make that creator want to work for us what are the incentives i can create that would differentiate me from everyone else what is my unfair advantage how can i scale this credit program beyond what anyone else can actually do then you want to be able to create cool content right you wanna say like how can we bring this to life in a really interesting way for your audience which means you actually have to understand how can i create something around my product that their audience will be pretty entertained by will be actually pretty excited by and then you want to make it work stand and so you want to actually make sure the create program is something that they are happy to be part of at hubspot one of the things we did is when we had a create a program we cross promoted all of the creators with each so when they were part of our program their audience kept growing which made it really appealing for them to be part of that creator program so this is really like three roles that have not typically existed in a marketing team that i think are gonna be really important for the age we live in today that growth producer how do i make entertaining content around your product that internet comedian how do you turn your product into something people share with their friends that mean lord alex wang doing the thing from you the ai rick remix or can you be part of trends short from comedy the click up doing the short term comedy and then create a deal maker make creators wanna work with you find that relevant talent offer more than the fee create cool content make it work stand these are the rules that i think i would have in any modern marketing team hopefully this has been a value to you you could go find some of those folks until next time i'll catch you a marketing against a grain let me tell you about a great podcast seven day weekend from self proclaimed anti work alcoholic laura anderson comes a brand new podcast called the seven day weekend your weekly dose of business finance and side hustle motivation wanna learn how to make ten k a month from the comfort of your own home laura has got you looking to break out of your nine to five and start a new business venture the seven day weekend is the place to begin tune in for weekly episodes featuring a mixture of guests and laura harder tips that'll teach you how to build the digital tools necessary to build your own seven day weekend if you enjoy learning what makes people tick then this show is perfect for you they recently did an episode titled the entrepreneur mindset it's all about thinking beyond the nine to five job check it out and listen to seven day weekend wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hubspot is a crm platform where everything is fully integrated whoa i can see the clients hold his recalls support tickets emails and here's a test from three days ago i totally missed hotspot hubspot grow better three

g bot is everywhere right now but just how good is it on this episode i'm going to build an entire content team in g bot that can help grow your brand's audience or your personal audience and better yet i have a secret hack that is going to make this rock more powerful than anyone else's and it's going to be easy to set up it's gonna take minutes not days all of that and more on this episode of marketing against the green okay so it's taken us a little bit of time to cover rock a lot of people had been asking me where is the rock content rock bot are making a bunch of noise right now they're are launching a bunch of features but we don't wanna be trend chaser right we wanna make sure that we have some real use cases we check out how good the product really is and on this episode what i'm gonna do is i'm going to build a little content team and show you how rock works and that content team is going to use youtube to get you a whole bunch of ideas for you to create content around better yet it's going to actually draft that content into the platform of choice whatever platform you're trying to grow your audience for and i have a cool tool that i am gonna connect to g that gives it access to every api in the world so we can use all of these tools in your behalf and make it a hundred more times powerful than anyone else's so this little short tutorial all you need to do is when the video becomes out get the transcript and you'll will be able to ask your ai of choice to recreate this for whatever platform you want and so let me kinda go through my little team here so the cool thing about g bot is you can create these kinda little individual bots you can do tasks so what we're gonna step through today is we have a little monitor bot and it has a watch list of youtube channels and it watches them to see when they drop a video and anytime a new video drops it creates a little brief about that video then it hands it to ideas you see i've done some pass ones already but i'm gonna do it live so the ideas bought is trained on our audience and the way that i did that as i created this audience dot m d file based upon all of the data we have in the marketing against screen youtube channel and said you know build me out a profile for our audience based upon what videos are working and what they aren't working hey if you like what you heard in this episode and you want more click the link in the description or scan that qr code we have a ton of incredible resources that can get you started doing this stuff in a very short amount of time and the cool thing about g bot is it has its own little computer and so it stores these files on its computer and so you can see that i've given my bots a bunch of different information so i come in here i go into marketing screen and it has a bunch of different things it's using its own file structure so this one i talked about as audience thought d so we can read that file because it's sitting in its computer it has access to the web through the computer as well so we're gonna go through three of these files if you've watched a previous episode i use the same three files here audience done d creator dot d taste dot empty when you create context you can use it in a bunch of different ways so this audience dot d is who really is our youtube channel four what do they like what kind of videos what do they comment on what do they provide engagement form so it's gonna grab the brief from the monitor bot and that brief is here's a new video this is the brief and then it's gonna create a bunch of ideas and those ideas it's gonna have some suggestions around research to make those ideas better so we're can to choose one and then it's gonna give it to their research bot and that research bot is gonna do a bunch of research then it's gonna provide it to the taste bot and the taste bot again is program with our taste what makes our channel unique and again it has that file on its computers so who will read that first and then it would bring that idea to life in a really unique way and then give it to our draft bot and this will create a transcript for youtube so this is specifically for ideas and v one transcripts for this youtube channel but you could use it for any single platform and the cool thing is dropbox button now access to x and so it's really great if you want to recreate these exact steps to grow your audience on x again take the transcript give it to claude give it to codecs give it the chat t give it to g and say hey take this tutorial and recreate this version for x because now you can get a bunch of data from x and then i add them all into a group and so they can all work together so let's kick this off and give it a cool video to do alright the video we're going to use is we are going to use the david center who does the founders podcast really did this cool overview of claude hopkins book the scientific advertising one of the most famous marketing books of all time absolutely timeless you know that feeling when the strategy is done the brief is written everyone's aligned and you realize someone still has to sit down and actually create all that content that someone is you and it's due tomorrow breeze assistant from hubspot can help it works right inside hubspot drafting campaign copy blog post emails all in your voice all ground in your actual customer data so you don't have to create content you create content that converts check out hubspot dot com to learn more okay so we have a group and basically this monitor checks every four hours but we're gonna actually tell monitor to go and run the david center cloud hopkins video now i have to tell it a couple of things because what it does is it has a watch list and it's watching a bunch of youtube channels for us and then it will log any video it sees it creates a brief for in this seemed the empty so it's not always repeat in the brief it's only doing it for new videos and so i wanna run it for a video i've already done before and so i have to tell it to ignore that because it already has logged that so it's gonna go off and it's going to basically create the brief for this video and hand it to marking against the grain m a t g ideas the ideas bought so obviously in practice this is tracking that watch list every four hours and the way it's doing that and i wanna show you this because it's so cool is there's a tool that'll give you your a g bot and any ai agent you're using special powers one of the things that really will make your agent really powerful is given it access to a bunch of tools but that can be really annoying right you have to give it access to all of these different apis go sign up give it access to the api all of those different things well this tool mounted allows your agent to access any of these two thousand four hundred and forty three tools and i've signed up for this so i've already basically given to the balance that has a little balance on here so you can give your agent a balance and it will run a bunch of tasks for you through any kind of tool so all you have to do is kind of choose your tool of choice so i choose g bot and will tell you how to add it as an extension so that g has access to this tool and it basically has a budget and so if i say for that monitor bot which is monitor youtube every time it sees a new video it will use the api from mono to go get the transcript but i don't even have to tell what api to use because it has access to all these tools so i use it throughout the g bot experience for example my research bot it is prompted to go and do a bunch of research and look for certain things and i don't tell it what tools to use that you can you can say use reddit at use the web use x use linkedin and whatever you want it to go research it will use this tool set and go do it for you so you don't have to say use this api use that api it will just figure it out itself and so a total game changer you immediately give your a g bot access to over two thousand four hundred tools and grow in a little budget can do all the tasks for you and you don't have to do anything it's cool and so let's go back to check out our graph button it captured a little brief and you can see here then it writes the file it's all those files you can see in its computer it's created so it creates this thought md file which is the brief and then it gives it to ideas and ideas like going through and figuring out like what are good ideas that were mapped to keep an nice audience and then taste is basically telling me because they mark that they've worked on these videos it's like hey i've already worked this video so i have to tell it to overwrite that because we did this video earlier on i picked that video early on but i wanna show this live and so it's gonna overwrite that and start to work on that video again so you can see united taste is basically taking these ideas it is stack ranking them on the way it's stack ranking them is based upon the creator file it has so if i open its computer again and this creator dot md file here so it has this creator dot md file and that is basically what is unique about kip an i show how do we bring ideas to life in interest in ways so audiences the idea bot is saying hey like what ideas map to what works for this audience on this youtube channel and the creator dot m md file is really trying to bring kip and nice unique perspective the way we do content into how tastes takes those ideas there's content ideas from the ideas bought stack rank them and then bring them to life so let's go over and see what they're doing so you see here it has ranked them and you can see here that taste i told it to overwrite that and give me fresh picks then it hands across to the research bot so the research bot is using mon to figure out how to do all this research and pull things together and then it's handing it to draft i don't know why taste chimed in here again once it goes to draft it's finished so taste decided to like chime in again it hands it off to research research hands at the draft let's actually see what did you draft mit draft and so again the whole process is monitor is basically watching these youtube channels once a new video drops it creates a brief when it creates a brief it hands it to the ideas bought and when that idea is bought basically is looking at that audience that md file which is if you're on x or linkedin or subs or youtube you can just give ai your analytics and ask it to create a profile of an audience for you and based upon what's working and what's not working then when you have the ideas it will give it to taste and that taste is infused with our taste what makes our channel unique and it reads that creator dot m md file and then it stack rents those ideas and chooses one and it actually says well i need some additional research and it gives it to the research and research has mono and von is basically allows you the research tool to access unlimited tools and will go off and it'll do a bunch of research and it will basically then give it to the final overview to draft and draft or draft something but my little bots have gone insane so here's what it did here so your ai made free audit is spam until someone asked so i will tell you that this is not a great idea i picked that one the first time but it actually is pretty good in the way it's enriched it with a bunch of real examples so i can show you how it's enriched it now i will say this is gonna be much better when g allows you to switch models for tasks because g itself is not a good model for ride it is not good opus and chat t are much better and g is coming out with a new feature very soon they're rolling them out now that allows you to just pick whatever you model you want for whatever task so i can basically just say when you draft something use opus five point five or you use chat can you show me what research you pulled for this draft so i can basically just ask it to tell me what research it pulled and look it comes back here and says one check before this goes in there the kyle bed case in the episode proof that you only build a video for people who say yes so basically the research has picked up that in this transcript draft has used something research give in a way where research can't defend that research so basically i have the research will check and validate how the draft bot is used the information so draft goes okay i'll create the content and the content gets created and the research bot comes back in and says however have you use that research i given you and is it used in the right way and i should validate it so that's what happened there so you can see here that here's what the research bought did it does all this research and it tells me how much it cost and i actually tell it for each video when you're doing research keep it under a two dollar cap so it goes and finds the expert quote linkedin because it using an app amplify and which is really cool it's gonna find data pint story analog case studies failure modes and then it basically hands all of that to the draft and i could go basically say marketing it's strength i didn't like that idea what other ones we're on your list so we can basically say yeah that idea kinda sucked right so mine is autonomous and that it goes through that chain and at the end i'll just get a bunch of drafts for whatever new video have been dropped rolls royce clock is buried engineered this is one i like i love this story so david a give created this famous ad for rolls royce and people don't know but the line he used in that came from an engineer doc he just read through all the user manuals and he found a line in the user manuals and picked that one line out of three hundred and fifty pages and that is like great copywriter will be timeless but i really like this one ai pulls candidates fax specs test words so i i like this idea and so i wonder how you could make this applicable to us so i could just go down oh cases telling me what pick that's doing cool so basically i asked ideas and then taste looked at the ideas and said it would pick this one let's see which one it would pick hopkins said makers cannot write their own ads founders are not told to go direct who should own founder led content oh that's a cool one because i actually think today the best marketers are founders then you batch of founders that i speak to know more about marketing than any marketer because software for the most part has been taken care of so the founders really need to know mark them hey let's try to see what taste would do for this i agree with you taste man good taste taste it's because it's reading the creator dot indy files it's like hey i know you better than you know yourself this is the one number seven great i love it let's do number seven pretty cool right just rip away here with my little bots alright you get the point and probably be labor not now so what's the recap okay this flow works for any platform you have a watch list if you want to recreate this for x which i think would be a smart thing to do i think it's a smart thing to do for every single platform so let me give you the kinda ten x version of this right you have a youtube team you have an x team you have a linkedin team and so the monitor bases uses mon and you say monitor these people on linkedin monitor these accounts x monitor these channels on youtube so whatever team it is they're monitoring the kind of people that you're inspired by for that platform then it's pretty much the same workflow it will go down and we'll say okay here's my audience d file ideas create a bunch of ideas that work from my audience on this platform then i say okay cool taste you know how i am unique on this platform what makes me unique what makes my content unique what do you think is the right idea here i've given you about seven i've given you about eight what's the right idea and why and taste say this is a good idea and here's the research i need to make sure it's really great and okay research you use mon you have over two thousand tools you go do a bunch of research come back with the brief and do draft something out and that will work for your youtube your ex your linkedin and you have a team per platform and that is how you make this incredible so that's how it works and then i will end with this this is made so much better when you can model switch and that is coming to g so when g you will be able to switch any task to the best model for that task so as i said at the moment this is all pretty good up until the draft and g i'm sorry to say because i think they're doing a good job sucks for awful for writing horrible for writing but opus five point five pretty good for ryan then you chat cheap astronaut pretty good for ryan and you can just say hey for little ride in use this model for the research use this model and that's what's gonna make this so much for a powerful that's today's episode go make your dropbox teams and i hope this was a value let me tell you about a great podcast seven day weekend from self proclaimed anti work hall laura anderson comes a brand new podcast called the seven day weekend your weekly dose of business finance and side hustle motivation wanna learn how to make ten k a month from the comfort of your own home laura has got you looking to break out of your nine to five and start a new business venture the seven day weekend is the place to begin tune in for weekly episodes featuring a mixture of guests and laura harder earned tips that'll teach you how to build the digital tools necessary to build your own seven day weekend if you enjoy learning what makes people tick then this show is perfect for you they recently did an episode titled the entrepreneur mindset it's all about thinking beyond the nine to five job check it out and listened to seven day weekend wherever you get your podcasts this data is wrong every freaking time time have you heard of hubspot hubspot is a crm platform where everything is fully integrated well i can see the client's whole history calls support tickets emails and here's a test from three days ago i totally miss hotspot hubspot grow better

today i'm gonna show you why meta new use assistant is the best marketing tool you are not using especially if you're trying to grow an audience and make money on meta properties like instagram and facebook let's get into today's show so let me explain news to you for folks who might not be familiar it is a personal ai assistant from the folks at meta and the best part about it it's free i can't believe what i'm about to show you doesn't cost you anything you can access it on your phone on your desktop for the purpose of the pod today i've got it here on my desktop and use can help you on tasks and do those tasks asynchronously which means you can schedule to do things for you or you can just say hey i am looking for this shirt and keep looking or i wanna fly to hawaii but i only wanna fly if i can fly through los angeles to listen the price is less than seven hundred dollars a person those are the type of consumer questions you would ask a new ai agent personal agent like muse now i wanna take you behind the scenes and i wanna show you hey you can use this new tool muse to actually grow your business i wanna give you what i think is by far the most slept on use case for marketing of any ai tool out there right now i also wanna break down how muse can help you do better marketing on instagram and could be a real true instagram strategies for you we'll do a separate show on facebook i know a lot of you are big into facebook marketing but for the purpose of today's episode i wanna keep everything tight so i wanna focus everything on instagram and how muse is a game changer for turning your instagram audience into customers the first thing i did is like i asked muse what can you do against my instagram account and so for the purpose of today show i have signed in to our marketing against the grain instagram account we'll put the handle down there so you can follow it if you want but also you can see what we're talking about and so when it comes to instagram muse can do a lot of really powerful things one it can give you audience intelligence so we're gonna talk a lot about this today map who's following and engaging with your post one thing that's really cool about music is that you can give it a description or a document of your ideal customer profile and it will look at a given post or all your posts and see what percentage of folks engaging with your content on instagram actually meet that ideal customer profile and better yet it can even return a spreadsheet of who those specific people are so you can get a better understanding of who's interacting with your content alright so if you're enjoying today's show we have you covered we just dropped a free guide on how to do instagram marketing on use it's gonna show you how to grow your account how to better engage your followers and the ones that you've already earned it's gonna show you how to turn that engagement into spreadsheets automation and ads that actually convert for your business so if you want this guide scan that qr code or click the link in the description below alright and you'll see here that we're signed into the marketing against the grain instagram account still an early account probably like many of you have and you can do some amazing work with it it can give you a full insight of how your content working on instagram it can give you content ideas can give you ad creative it can help you benchmark against your competitor so if you can see how your accounts performing versus competitors it can help you draft and publish post it's basically a full on instagram marketing machine and by the way it can even help you manage your d inbox in instagram i did a little bit of this before we started today show because i didn't want to have to have everybody waiting for used to go do its thing because some of these things like doing all this audience analysis does take time and like i said all you have to do is sign in to whatever instagram account you have very straightforward it and so it said hey i'm gonna work on all six of these work stream and come back and it's done a full growth strategy for marketing against the grain and what's interesting gave me a headline headline is you don't have a reach problem you have a repeat ability problem two hundred and and seventeen thousand views and thirty days ninety six point seven percent from non followers but only twenty nine bio link taps from the eight hundred seventeen profile visits so what's telling me we're getting really good reach but that reach is not turning into subscribers for the podcast which is obviously something we want again that's a call if you're watching the show hit like hit subscribe we'd love to have you continue to watch future episodes of the show so let's look and see what it bait for us today hey what's really cool is i've i been really enjoying using muse i used muse and i used rock bot a lot we'll do a rock bot episode on a future show but notice i didn't tell me to make me this pdf i didn't actually tell me what the marketing grain branding and colors and fonts are it's just picked up and use that from the research and from the creative on the instagram account pretty pretty intuitive makes it feel like something like you could go and just show this to a coworker no problem right like that's pretty amazing so we just kinda went over this so we got our total reach how many we're engaging we get likes and shares and give a strategy of what to double down on what to stop us says hey don't do solo podcast podcasts clip cuts as the primary feed stop branded explain without a cultural hook broadcast only postings with no replies it's like hey lean into pop culture marketing second do collab do more events that's what's gonna get you deeper connection and engagement and borrowing cultural heat lens and everything else is noise so it's basically saying hey when you do content around what's happening in culture things really take off these are good insights these are insights anybody wanna have and it's like hey our engage are creators they're not cmos and we reach a lot of vps of marketing and cmos with the pod clearly we have a gap there and how we're doing that on instagram and it's even giving me some very specific handles and the signal of who they are which is really cool again very thorough it's giving me advice of like four pillars one weekly rhythm signature format content engine creator distribution community depth this is like if you are just especially a very small team or a team of one this immediately makes your marketing on instagram ten times better it's it's pretty remarkable it's even telling me what content to go shoot and what is the format of that it's a real it's a carousel like you know the ugliest chart to see a mo can show your social team isn't failing str into q4 four like what and so these are like interesting content angles some of which i would do some of which i would do again this is like we're not outsourcing our full taste and judgment ai we're actually thinking about what are the ideas that the use of suggesting in this case could be valuable then how do up level that idea with my own taste judgment creativity and then obviously meta wants you to do some ads obviously that's a big part of their business so they're gonna give you ad creative and an ad strategy here and this is a very robust summary as you can see if you are looking to engage with a certain muse can help you with a content strategy on that it can help do with some of the automation of the content strategy for you on that does your experience with ai sound a little something like this you've been prompted for twenty minutes the output is polished confident and completely useless that's what happens when ai doesn't know anything about your business hubspot ai works with your actual customer data every interaction every signal your team has generated over time so instead of prompt and hoping you ask once and ship it check hubspot dot com the agent customer platform for growing businesses i wanna show you now that what i think is the single biggest thing that muse can do to help your marketing every time i talk to marketers they're like well my head of sales or my ceo they don't think social media is valuable because social media doesn't really attribute to revenue well and i think there's something that muse can do that can drastically change that for all of you so before we get into that i wanna show you that music can also just build you a content schedule i had to build me a rough content schedule for the upcoming week and it can do detailed images and create a lot of this content i have found that the image quality and the image model that meta is using from use isn't quite there yet it's not as crisp and as polished as the open image model and i would probably maybe take these brief edit them and then use the open or banana banana one of the leading image models to build those out and put it with some original photography and everything to actually make this content compelling okay we broke down that muse is your c copilot and your coworker for all things marketing on instagram now i wanna show you how muse helped you turn instagram into a money making machine for your business and this is how i asked it one very simple question can you give me a csv spreadsheet file with all the people who watched this post include any public contact info like email or phone number for them and what's interesting because i was really trying because this post as you can see is a video from my episode with cody it's a little clip out of that show and what we have here is we've got twenty nine likes on this post from three days ago and i think we've got a couple thousand people who have viewed this clip k makes sense that's a type of quick clip or video a lot of you will probably wanna have and to r or should be posting on instagram so what muse can do is it's pulling together all twenty seven there were twenty seven people who would like this post at the time they're going to find the twenty seven people who like this post because it can't do viewers unfortunately what it can do is lakers and comments so obviously if you're running the play that i'm about to show you you wanna do everything you can to optimize for people liking and commenting on your post and so all twenty seven l identified i'm enriching each profile for bio website and a public email phone they've listed themselves instagram does have some like t and pacing issues with pulling this information so it can take a little while which is why i did this in front time but you could just set up a request in muse to check muse every day to see if you have a new instagram a post and do this task with each post maybe after it's been live for a day two three depending on when you get the majority of engagement on your content and you know what you don't even have to know when you get the majority of engagement in your content you can just ask news and it's gonna figure that out for you so took a little bit of time and i think it did take like fifteen twenty minutes and it came back with this document so got usernames you've got their full name from their bio you've got their instagram url we know how many followers they have if is this account verified and if we can pull from their bio we're pulling from their bio we get their website and if there's any public email or phone so it has built this pretty awesome spreadsheet for us and you're like cool so i now know for example that this clip from cody and i was talking about how you build marketing systems and how you build those agents to help do marketing for you now i have twenty seven people who i know are interested in that i could take this spreadsheet and i could upload it into apollo or hubspot data agent i could enrich this list and get phone numbers and an email i could call these people like let's say for example i was a services company and i sold services around this video that they engage with i wanna call them and say hey i think you're interested in this would you like a free consultation or can i send you a more in guide so that you can get a deeper understanding how can i build that initial relationship or you might wanna put them in some type of outbound email sequence or you might wanna see if they're a customer or an an in motion prospect already so that you can as a marketing and sales team engage with them appropriately this was one post over a couple of days imagine you are doing a post once every day or two on instagram you're building that audience and you have this motion you are constantly able to feed high interest people that you know are interested in a very specific thing that's like that's one of the things instagram i'm really good at is you were publishing short clips or short carousel cells that's got a real hook or angle and you're probably not gonna wanna do this on like some meme or pop culture post but a post like the video that i did this for where it's cody and i talking about building these systems that's something we're like oh clearly these people care about this they want to do more of this and that is really powerful and so you can then go and take these people and start putting them into your marketing and sales strategy this to me conquer one of the biggest social objections we've ever had which is oh my social is completely disconnected from my revenue no more at this point if you can build this motion effectively your ceo or you if you're the founder you're gonna be like how do i double triple down on my social content and my social audience because there's a big opportunity here and by the way we haven't even talked about direct message automation we did a great show with sabrina rama a few weeks back go into the archives and check that show out you'll find it very valuable but you can do a lot of the dm automation she's talking about with news now and so muse really is your instagram marketing machine and it can do so much for you look it can also schedule these enrichment where it can go and look at a given post or or set of posts at any one time and you can actually view and edit the scheduled task which is pretty cool it also tells me that it's not possible to count the people viewing the video as i said instagram does have some rough limits on this stuff so you wanna make sure that you are doing it on a regular basis so that you're not trying to batch a bunch of it up get caught by instagram limits and not be able to do what you want this is muse and you can use muse for anything which makes tools like this very overwhelming what i wanna do today is i wanted to show you one deep clear way to use muse which is use it to help you build your instagram strategy understand your audience and what content they need build that content out using muse or any other ai tool of your choice start publishing that content and then use muse to help you find who's engaging with that content take these spreadsheets and then operationalize these spreadsheets in your marketing and sales process to turn your social engage into customers for your business i think this is a magical workflow that nobody's doing right now and at some point when everybody's doing it it's probably not gonna work that great but now no one's doing it and it's your opportunity to take advantage of this and get some extra growth in your business i'd love to hear one how you all are using news and two what you'd like to talk about what it comes to muse and marketing next please leave us comment below i will check out all of those thanks for watching today's show please hit that like hit subscribe button and we'll see you next time on marketing against the green let me tell you about a show i love science of scaling hosted by mark robe each week host mark robe founding cro at hubspot senior lecturer at harvard business school and c founder of stage two capital sits down with the most successful sales leaders in tech to learn the secrets strategies and tactics to scaling your company's growth they just did a great episode titled the only sales role that will exist in twenty thirty with christopher o'donnell founder day ai it's a must listen listen to science of scaling wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hubspot is a crm platform where everything is fully integrate well i can see the client's whole history calls support tickets emails and here's a test from three days ago i totally missed hotspot spot throw at him

your next website visitor isn't a person it's an ai agent with a credit card meta muse hit three point four million download loads and is the number one app in the apple app store in under three weeks it browse from its own computer and shows up nowhere in your analytics today we're gonna break down what's happened with personal agents how it's impacting your marketing strategy making your old marketing strategy obsolete and what strategy needs to replace it alright karen we've got i think one of our most exciting shows in a long time we have hit the next evolution of ai and it is these proactive personal agents meta muse instinct g bot we're gonna break down what these things are and the data around them and i know you've got some takes so i wanna kick it off with you right away alright yeah kip what are we gonna show in this i think we're gonna set we're gonna do a bit of a setup we're gonna tell you how quickly the personal assistant space is growing and one of the things you're looking at right now is my instinct i have instinct now my personal assistant on whatsapp and this is pretty exciting because i'm a european and you know the us really wanted to slow down the ai arms race they could just move everything to europe because europe's where ai goes to have a you know a sleepy casual bit of progress because we don't get access to a lot but i've got access to instinct and so we wanna try to paint the picture of how big this category is become and why it's going to leave your existing marketing strategy obsolete and so let's get into like a little bit of like what's happening here so you kinda talked about news i think muse had an incredible launch three point four million downloads it's number one app on the us app stores talked about instinct that's come out one billion oh hold on hold on before you go to instinct really important thing about me kieran to put it in perspective in the first thirteen days muse was live it had two point five million downloads claude for the same same period of time it's first thirteen days had four hundred thousand g had two hundred thousand chat gp in that same had three point one million so chad gp was like six hundred k ahead of muse but muse is like in that chat gp moment kind of velocity that's happening right now yeah i'm meta i think meta who have not been renowned to launch great products recently have really nailed it here and i think from my little you know ai network people are actually pretty amazed at that product and think it's a great product you had muse you had an instinct you had dots from open ai you have g bought i think the instinct one is pretty phenomenal right one billion raised at a ten billion and with zero price i well i early earlier on and i was like hey how do i pay for you and he's like nah figure that out later and so that's a whole other episode because i have a lot of thoughts on that and so what what what's different about personal maybe we should just tell the audience what is actually different about personal down and you and i think you said used does a good job of showing you this but yeah i could show it right now what you're talking about it we were in the kind of chatbot reactive era and that meant you basically would talk to the chatbot and i wouldn't do anything until you talk to it they got better over time they had memory but for the most part you are extracted information from that chatbot personal agents are different because they have memory they have preferences they have access to all of your tools they have access to a lot of your calendar and gmail if you are really a ai pills and willing to do that i a pills i still struggle would given these tools access to my email and then permission i think what you and i have done is set up separate emails this is a emails if you wanna set up these tools give them an inbox and then forward the emails you want them to have access to is to that inbox karen and so like showing what you're meeting in muse you see like it's showing you like a run rate of the activity has done and is doing it gives you the history of the approvals you've made what upcoming if you have any scheduled tasks your actual like identity your memories and everything which is everything you talked about and it's making this like a persistent part of user experience because these are the core elements of the platforms and we're using this example similar for g bot opening eye dots instinct this whole category of these new personal agents and so the funny thing about this episode is we have for the most part taught you all how you deploy ai in your marketing sales go to market to grow your business better this is all about how the consumer uses these tools to make all of that obsolete we will get to a part where you can still not be obsolete right at the end we will tell you how to save yourself from the kind of obscurity of being made obsolete by these tools if you're enjoying this episode and you want all of the resources you can click the link in the description or scan the qr code to get them all delivered to your inbox but what do you even mean by that i wanna kind of flip into crock bot and show you an example of this because something i was playing around with and if you're a marketer watching this just get ready to cry a little bit but it's fine because we're all going through the same pain alright so dropbox bots cool right like brought gru allows you to set up different bots and then those bots have certain jobs and that they can hand off tasks to each other and that's really cool you have a little team of agent doing things for you you know we don't give yourself a lot of credit but we have been right about a bunch of things and one of the things we talked about a long time ago actually was i'm much more interested how ai changes how people buy products and had that is gonna impact all of the ways that we grow our businesses versus how we deploy ai in a marketing sales and so on yes because no one except for like a couple of sick out there no one wakes up in the morning and thinks you know what my ideal day is today buying in software might be a decent software right because it is a task of i think insurance you you know ball bearings it doesn't matter right so here's an example of this ai buyer committee and i have basically different jobs in here and so i have a buyer and that buyer will take a task and this task is i'm gonna try to figure out how to buy an ai and meet an assistant no take app for a certain company so the research goes off and tries to build a list so this is build in a buyer committee and so they'll go off do a bunch of research create a list of products that actually fit the brief and then they passed it kept to my favorite person that's skeptic i don't believe any of the you're lying and so the skeptic is pressure testing in all of these things right and so they're kinda acting them like your cto your it department whatever it may be and they're trying to poke holes in that original research and then you have the final buyer so the researchers is like the user the person who wants to use the product the skeptic is like the it team whoever it is it has to deploy it and they're pressure tested it and see if they believe in those things and so you see they're pressure attached here and say i don't know if that's true about these different tools and then it hands the final shortlist list with that context to the buyer so at the moment the buyer is actually coming back with a final shortlist list for the human buyer but if i said actually who would you buy and i can add them just like i can slack or anything like that and kieran explain for people why this is different than somebody doing the same process in like basic chat gp or basic clock yeah i think the thing that is different is you can actually set up these autonomous agents and they can kinda complete these tasks and they can be skilled in those tasks and they can hand it off to another agents and those agents coordinate among themselves to do a different job but they actually have different roles so my researcher is programmed to act like the user and they're really looking to see if this fulfill their needs they're doing research to say hey i've got these needs this is my day to day this is the value i need from the product this is how i wanna use it what are the products that kind of meet my needs and just like in a lot of companies they'll do a bunch of research and then this skeptic is basically play the role of the person who has to deploy it what are the problems with if i have to deploy this tool to a lot of folks what are the security concerns all of these different things and then they hand it to the buyer and the buyers the person who actually has the budget ownership so in my case it was the head on sales and they're looking to see if it would make their sales team more profitable what is it gonna actually automate okay like the person says they'll use it the it team says okay this is the best tool in terms of how we would wanna deploy it and a company of our size and then the actual final buyer saying is this gonna be of real value to my team and so they have different roles and they're able to pass across work and collaborate on those tasks with those different roles and you can set them to do this autonomously i could have something like this run every single day until i find something i actually want and by the way the other thing here that i think it's really important that we talk about is what we're about to live in a world without margin and arbitrage and i don't think that's a good thing but what i mean by that is what you just said here is that these can run all the time so let's say you're a company that sells on price and you use discounting heavily and you use that as a core strategy then i am just going to run a bot like you just showed that's constantly gonna monitor every day what discount and everything you're doing versus the historical until i get the best deal right i'm not gonna just roll in and be like oh i'm gonna buy it be like no research all the past history okay great i know that good is forty percent off or greater awesome check every day until it's forty percent off greater so you're losing margin as a company yep right off the bat if you are not differentiating on brand and story human connection all the things that we're gonna talk about later in the show it's a mess i don't think anybody understands the seismic shift that is happening and just like how the economy is going to work yeah i did a similar thing an instinct i don't think this is the best use case for instinct i think instinct is much better as a personal assistant managing your email managing your calendar work some of your tools making reservations for you checking to see if tables are free we can actually try some of that out so it did to restart they all build artifacts so it has its own file and build artifacts it's still doing a pretty great job that this is all free by the way still going off to do a side by side the way i set instinct up differently from g was i basically said which one is the easiest one to buy online that i don't have to talk to a human right i'm a person and i'm like i just wanna buy one these tools i wanna talk to sales and so fathom it it had like a pretty good online buying experience and had transparent pricing it had so i basically created a prompt that said what is the best one that i can confidently buy online when without i'd having to interact with a person but instinct if you connect this to your internal tools i suspect it can actually see what saas tools you're using what saas tools you're not using to your point like how do i optimize my usage to save money but i think instant is much more geared towards personal assistance i i think like you using it am i using instinct not using instinct here's why hearing i have a tesla owner i drive a tesla model y love my tesla i can build g bots from my tesla i can hit the mic button while i'm driving or while the car is driving me and i can ask my existing team of bots to do things or i can build new bots right and that's pretty amazing and so it's put me down that g rabbit hole here for example i have built a version of a g bot that i took from kevin rose because ke one of the things that's really cool about g is that you can share in a g bot you've built as like a template for anybody else to go and build off of which is i think really powerful so kevin rose has built this whole g bot around storing and indexing like content and i did it for the pod for marketing against the grain and so now i have a data store of every episode of the podcast the videos i can go ask questions i can get clips of anything i want and every time we publish an episode it generates new oh that's video clips for me and it's stitching together multiple parts of episodes for what the best clip is and i'm using j to decide of which is the new decision model that's a whole another show we'll get there to decide how to cut these clips together but i just you know i show up later in the day any day we've dropped an episode and this is all just done for me it's one bot it goes grabs the youtube transcript no no no i went and downloaded every historical video of the show and it downloads the video every time we publish stores it on a cloud server then i can query those videos or do anything i want with those files you and i could go back to an episode we did six months ago and say hey oh i remember that we talked about this you know this a strategy can you clip out the three minutes where kieran really broke it down and it will just go find it it'll clip it out and just give me the video file so i could basically the thing i said at start where i want the clip of me saying that yes you can do that okay do it people bought live demo i find a clip where kieran said that ai will change the most transformative part of ai will be how it changed how consumers buy products alright hey g i need you to do me a favor here in a while back on marketing and screen i don't know what episode said that the most transformative part of ai is not gonna be how marketers use it but how ai transforms the buying process and how consumer shop and buy can you find me that clip and give me the full video clip so that i can use it on social thanks why we kinda wait for that one thing i say so why do i think instinct has taken off so much i think it's because it's in a channel that you already interact with other people and so it's seamless to start using the actual onboarding experience is pretty cool like you just added to whatsapp and there's no onboard basically and this is my other thing is like all this onboard and and how do i increase usage and everything it's kind of all solved when you just have an assistant in place that you talk and it just does anything you want and so i think part of the reason people are so in love with it is because it's not a new thing you have to learn you have a while that basically around how much money these agents are starting to spend because they're not just doing the research you can give them a credit card and they can buy products for you right does your experience with ai sound a little something like this you've been prompting for twenty minutes the output is polished confident and completely useless and that's what happens when ai doesn't know anything about your business hubspot ai works with your actual customer data every interaction every signal your team has generated over time so instead of prompting and hoping you ask once and ship it check it out at hubspot dot com this is one of the key lessons everyone needs to understand it's not that these agents are just doing research they're doing buying actions already here's a crazy stat for you stripe publish some awesome data that the most popular personal agents like use sc bot and instinct they now use links wallet which link is a product that stripe does that allows agents to pay and purchases made with link have increased thirty eight x that number spans across those three products but it's all the checkout data and i also saw separately kieran that instinct it's already doing a billion dollars of what's called gm gross merchandise value of transactions already same they're gonna take transaction revenue and when they do price and they'll have subscription they'll have top ups for additional credits and then they'll have transaction revenue and that is why they're getting that valuation this is pretty good like this is like personal shopper right and can go off and find limited edition yee and it's off trying to look at a discount and see how i can find them really cheap so again this is just kinda like just talking to someone in your whatsapp up and i do think that is a prime reason why this tool is working so well it can research anything and buy anything if you were willing to give it your credit card in the way you know kip said it's a pretty great shopper actually i might just turn into my personal shopper it's a great shopper all of these personal agents are very good at shopping you know what they're really good for kieran i needed to get a box of football cards for my friend's birthday shout corey happy birthday and it helped me know when the pre sale was gonna be flagged when the pre sale is but it couldn't buy them because the website had a agent blocker you know it wouldn't oh this lost and zach which is an important topic it has a important topic actually okay so before we quickly just show off muse and i let me keep out pause because it was a great thing around this it was in g to see if i can get it i can i just remember it because they someone did of all the big sites that are blocking things oh yes yes the biggest example of that is actually amazon because it's such a great shopper it's going into amazon and trying to find the best deals and i know that amazon has started to block meta muse and it's blocking all these agents right it doesn't want anything crawling in its side and trying to help these people be personal with shoppers a lot of the media publications are obviously blocking these bots reddit it's actually starting to limit the amount of tools i can actually scrape and ingest this information there is no chance that these large conglomerate websites don't start to value what they have much much more and stop these bots access in them well so let's break this down if you're a barker out there what's going to happen oh if you're if you're a business or founder there's a battle that's going to be thought that you're describing kieran and it's gonna be fought first on two fronts one it's gonna be sites like reddit who have unique and proprietary information that they don't want this bots to take advantage of right the next sites like amazon which is low margin businesses if your profit margin is only a few percentage points sub ten percentage points and an ai agent is basically taking that away and only shopping when you're doing special promotions that basically are zero or one or two percent margin then that's a killer to your business at scale right it can't happen and so i think that you are going to see a bunch of backlash between the agents and the retailers especially on the e commerce side over the next six to twelve months right g bot came back here okay so you wanna see how good my bot did this dude prove me right g bot show how smart i am okay it said it searched all the episodes the closest match is a twenty seven second clip from kirin solo episode ai expert copy the best ai content system ever alright you want me to play it yeah play it it it gave me these three different videos the first video is the main clip i've talked about this for two years everyone is fixated on ai being integrated into marketing sales your go to market and how disruptive that will be well actually i think the most disruptive thing is going to be ai agents doing the buy in right let's go let's go let's go agents come on come on now baby yeah to even said him the thing i be talking about two years so so but let but how freaking incredible is that but i have a personally by the way i could've requested this from the car i like i could've just been walking along like it bought me a clip of me saying play it back to me would you need to get all a story short video of you do doing that in the tulsa so i'll do it as a short for the channel i love it kieran it did that and it did it in like ten minutes by the way like a junior marketer would never been able to find that clip oh so a human would have never found that my prompt was literally like find this general statement across all of our episodes i have no idea when it happen that's crazy are you using me muse do you have an anything on the muse we're not allowed nice thing yeah you're not allowed to use muse over in the slow europe ai adopt sleepy europe i am using muse and i like it a lot i wanna give everybody a little marketing hack for these personal assistance and that kieran muse is really good at drawing insights from your social accounts one of the things we're gonna talk about in a minute is brand and social and i think this ties into it really really well so for example i've got muse working on a task for me look what my original prompt was i said i need your help me i've connected with the marketing the grain instagram account and i want you to look at anybody who is a marketing leader vp of marketing cmo director of marketing that interacts with my content on this account and i want you to pick the three most popular posts from the last month and give me all of the marketing leaders who interacted with each what account is that you're meta account the marketing against the graham instagram count so it needs to be like a facebook account yeah yeah instagram account some meta account right right by the way karen you can also do this with your ads oh i like that one which let's do a we're probably gonna do a whole show on hold me what jim i'm using ads it's working on doing this all for me it says right here it doesn't have a full yet list yet because instagram has been t this screening of the lei but it's screening all three hundred and sixty two people who like this post and so you know what i did here first all i love the ux of muse that you can like react with an emoji and reply it's very like messaging me you know which i love but i also then just like okay great as you get those results back also enrich them with any public email or phone numbers that they provide so i can go from posting an instagram message to getting a full list of people who interacted with that that i might wanna do follow on marketing sales or engagement with that's pretty dope that's it's pretty dope use case yeah yeah these it comes back by the end of the recording today because it's getting throttle but i'll probably do a whole show on this use case because i think it's it's gonna be a killer use case but mu is awesome and it's very similar to g to instinct that you showed and i think we've done a good jolly kinda breaking down the mechanics maybe we should talk about how does break your marketing yeah yeah yeah how do we how do we all make it through this crazy world so if you think about it like there's the old versus new marketing they're are the same journey it's just gonna be different rules so and this is again thinking through it from the consumer so the consumer goes through discovery then they figure out like what are your promises what are your promising to do for me yeah what is the proof you can do that and then like me retain them because i'm a happy person and so one of the ones that i think is like pretty fascinating to think about how it breaks and i this kinda summarizes it pretty well and then we can get into some actual specifics of what you should do if you look at the era of how martin has changed with the way technology has changed we used to be able to just go directly to market to brands right like hey i can create some stuff and i can give it straight to you whether that's through flyers whether that's through whatever form of advertising there was nothing in between it was like easy for me to access the consumer and then we had much more intense so we have these algorithms filter in for intent and the most well known one as google's blue links and this with the intent era now there's all these filters between you and the consumer i've raged about filters on here about like linkedin change is changing its algorithm youtube changes out they all changed our algorithm and your a slave to that filter you get filtered in or you get filtered diet and so you're you're removed from the consumer well the ai is the delegation era right i'm delegate and all this work just someone else i don't even care about you i don't even care about you're reducing who cares my agent cares i don't care so you're so far removed from the consumer because there's another person in between you and the consumer there's a gatekeeper and that there's a team of people india from rock there's a whole team of people between you and the consumer and you get filtered out like here i can still be in the filter in some respects like i can be one of the select few in the delegation error you just get removed you're not part of the process really and that drastically changes how you're gonna have to market to people and so i have a couple of ones that love you to react to alright the first is basically we've talked about this one sound right like how you get discovered the old world you win attention you rank and search you drive traffic right we focus seo content we get people to the website we compete for that attention and it's like how do we just get people to hear about us and discover us like search paid get into the website convince them that we're for them but now you have to actually figure out how you get recommended by agents and we've talked about that which is like the agents gonna decide what brands are we're showing up seo is partly about being how you're recommended for agents that consideration strengths dramatically we've talked about that in the book loop which is like you become much more educated through your agents so if you look at what we just went through none of this actually matters the agents using it you actually have to figure out in that g buyer committee how you end up being one of the three that that buyer committee comes back with and that's a whole new rule set because now it's like what influences the agents i think there's some very interesting takeaways for everyone here one of the ways i've described here in the last ten to fifteen years of marketing especially b2b to b businesses selling to other businesses is that most marketers focused on what i'd call capturing demand they found people who were researching were super high intent were already asking about their product or service and then they were trying to capture that through webinars ebooks paid ads do you agree with that yes that playbook is now fundamentally broken and if you are trying to live in a capture the demand world you are going to fail what's interesting to be karen as we're talking about this that you know in the era of inbound marketing it was about how do you create remarkable content that brings people in now it's like you have to have even more content we talk about this in our book loop you have to be remarkable and relentless because you have to show up to all these agents but you have to now go higher and earlier in the buying process and get into that range awareness level yeah so that people will even consider you that that agents we even know who you are and most of these people are playing way down in the funnel you playing in the capture demand stage then all those people are gonna it it hit like a truck right and what needs to happen is you have to move your marketing much further up and then the other insight i was having this week here and talking with the team is that in the old route of marketing used to have growth marketers up at the top of the funnel you know people who were helping you optimize for search and conversion rate now i need growth marketers is not at the bottom of the funnel doing this stuff like i showed you with muse it's like oh well i got this attention in this awareness on social how do i now convert that into like pipeline through follow up and ads and email and everything and all these micro tactics versus me just going out and farming and capturing demand out in the world yeah you have to monetize every single piece of attention you can fight for that other one i think is gonna really blow people's minds is this one right so now you're like well what do you promise right not for for years is like position and messaging and category right either create category comes synonymous with it or i'm an existing category and you all understand what that category of software is and i become a known entity in that category and i position really clearly for my target audience and i can have different slogan and i can frame things in their language and this is a real skill this is positioning and position is kind of a timeless of skill but then i'm like is it because what just happened in every example we showed they weren't my words they weren't the brand's words they weren't the product marketers words they weren't the words that were written on the website the agent is trying to validate what you say so promises don't matter proof matters plus it rewrite your position in all of that work you've gone to the craft the position in the tagline the slogan the blah blah blah it all gets wrote by the agent yes and so who gives a fuck it's totally wild so what are we saying agents are a bunch of engineers right have you ever sold engineers they don't give a shit about warm and fuzzy and position and blah they care at functional validate prove here's the thing they do care about kieran and why your messaging still matters i'd argue is they care about the word of mouth and can sense us out in the world i agree lot people totally your influence and are humans and what are customers out there saying about this thing and so word mouth investing in customer love turning your customers into has always been important that's not ten times more important that's validation i promises don't matter validation and proof does correct i think this is what we're telling you is like it is never been more important to nail this stage because humans can be swayed by a great position and agents can only be swayed by validation and proof and you have to really understand like there's really simplistic thing agents hate if your price is hidden pricing cannot be friction your case studies need to have number specific outcomes you need to have everything written and transparent so the agent can make good decisions if you're a brand then you're trying to ob you ob escape yeah obviously is the word alright when we're what it's one i'm karen words what is the are like i added to choke up poke choke and a latte check yeah add that one noted add to that one no add to that one my ai bought i'm gonna ask rock all all the times you've mispronounce for from the of a podcast do that one all that times ke has mispronouncing and word alright well well first of all i can because it came back and i already asked and have many times you've complained about content algorithms on the show and it's and it found six different times thing that you have complained about content algorithm so yeah if you're trying to hide that stuff because you want your salesperson to sell out you're screwed to a human no longer matters the agent actually needs that to sell that back you don't want public pricing you have some features timeline data all that stuff is private you're just gonna get ignored the agent isn't gonna think you are a credible player the agent isn't gonna do what the humans do the humans are like oh i guess need to talk to a sales rep to get this information the agent's gonna be like well why would i talk to a sales rep to get this information clearly they don't care about it i'm gonna go to some company who is giving me the information right and this is the point you made in the episode which is your retention strategy is gone yes you cannot retain people with some lifecycle campaigns hoping that they're kinda just using these tools and kinda forget about the fact that they're paying you money because now the agent can constantly compare you against alternatives it can constantly look for poor service and grade you it can constantly look for better alternatives it's gonna be able to make switching costs really low because it's gonna be able to take your data and do it all for you and actually migrate for you these agents can use tools and you're gonna have to win on value you're gonna have to win on usage you're gonna have to win on being a great product and so everything changes because these agents become the primary person you're trying to convince and that's what the summary of this episode is i feel like these tools do feel like living in the future this is another step change into a different world and so if you're somebody who's watching the show and you're out there trying to grow a business you're trying to do marketing what do we think you should do first thing i think we think you should do karen is go try at least one of these tools to understand what's possible yourself right like that is i think going to be pretty key because kieran quick example let me show you before we close out i got at least a sample from yous so i had a social post on the channel found some various specific people who have engaged with it though it needs a little training i said fine vp and cmo and this person said not a vp and cmo and it's kinda wrong but you need to go out and use these tools to understand what's possible right and and that's why we're showing so that that's step one step two i think we're saying is you have to go build better brand awareness social awareness further the funnel and you can't rely on capturing demand and you need to start moving your time and your budget away from capturing demand to creating awareness and demand up at the top of the funnel right right proof and validation matters more than the promises you make you at least have to have proof and validation to be alongside the promises you make i think that is incredibly important i agree with that the additionally karen we're saying that word investing in customer advocacy customer reviews customer references that are public also are way more important they've always been important but now they're even more important in this new world right and then the last thing i'll just sum up with is when you are selling into an agent all of the buy happens online which means you have to think about does the agent have everything it needs yeah in a transparent way to choose you and you cannot have some of those things hidden and gated so only the human can sell to another human because the agent is now making purchase this decision so you will lose every single time because of that one hundred percent though i do think these agents are gonna start calling people we should give one agents a phone number and do a whole show about them like calling reps and seeing what the reps calling people because that has become a problem already in the us yes there's a whole legal things around calling alright so we gave you some tangible takeaways we gave you i think some mind blowing stats about how fast this part of the world is growing and changing and how that is gonna fundamentally change the way your customers your users shop and buy if you have follow on questions you want us to go deeper into any of these things in a future episode please drop a comment below hit like hit subscribe and we'll see you real soon on the next episode marking hits the grain let me tell you about a show i love science of scaling hosted by mark robe each week host mark robe founding cro at hubspot senior lecturer at harvard business school and c founder of stage two capital sits down with the most successful sales leaders in tech to learn the secrets strategies and tactics to scaling your company's growth they just did a great episode titled the only sales role that will exist in twenty thirty with christopher o'donnell founder day ai it's a must listen listen to science of scaling wherever you get your podcasts this data is wrong every freaking time have you heard of hubspot hubspot is a crm platform where everything is fully integrated well i can see the client's whole history calls support ticket emails and here's a task from three days ago i totally missed hotspot grow better it's