notes for preso

The hard parts are still stubbornly human: deciding what is worth doing, inspiring people to care, the last mile of building high craft products, the slow work of building a community. The people-y things.

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What do we aim to achieve with that?

How do we know when we’re successful?

What other alternatives have you considered?

You may receive the classic top-down “Do it because I know it’s right.” However, you may get into a better conversation and change the course of action.

Last month, a PM in my mastermind faced this exact situation. His CEO demanded... See more

The content marketers who will have a place in the new normal will be the ones who never approached content as a product, or publishing and distribution as “output.” They think about it as a means to an end, and see content as part of a system rather than something created in a silo and optimized for search engines.

If you know enough about... See more

So, what’s going on? Well, the result is more structural than anything to do with machine learning or consumer preferences. It’s because YouTube content is loaded with automated enhancements like transcripts, captions, timestamps, and keyword-rich descriptions.

That structure makes it easy for AI engines to parse, understand, and reference – exactly... See more

Not because AI is a threat - rather, it’s sort of the only moat left for content marketing careers. It’s largely because our audience believes the hype about AI that the bottom of the content marketing job market has fallen out, the illusion that productivity is more important than creativity, and the belief that emotional connections aren’t... See more

content is no longer considered brand marketing, but increasingly, as operational infrastructure.

Your Website Is Your Brand’s Human Frontier

Now let’s swerve hard into the human side of things. Because for all the data-slinging and model-optimizing, there’s still one irreplaceable thing you can do that machines can’t: make people feel something.

Think about it. Students don’t enroll because an AI told them to. They enroll because something... See more

Will you let Google be the sales rep in your store, or will you build experiences so essential, so convergent and so creative that even the smartest browser can’t replace them?

There’s also the potential of generative UI, dynamic interfaces that adapt to customer needs in real time, not just conversational text overlays. Imagine experiences that anticipate gaps before a copilot has the chance to fill them. Imagine convergence plays that combine categories once siloed by outdated technology.