"Why are you afraid to share?"

This is a question I've been pondering recently. It came to my attention that I struggle with sharing things (see personal essay).

But it plagues many people.

Some don't even start for fear of sharing. Thankfully, I do, yet I struggle to share with people close to me. Anyway, I thought I'd offer the question for you to ponder.

Could you share more?

Enjoy this week's letter:

A Micro Idea On Marketing 💡
My essay On AI.

Time to Read: 3:39 minutes
———

I do not believe machines will run the world.

I do believe we will become integrated with the machine.

I want to acknowledge the power of the machine. AI is mighty and evolving at a rate never seen before. And I also want to believe that humans can control it in a way that allows us "both" to prosper. AGI could happen, I'm not an expert, but I've yet to hear an argument that substantiates the position well. Or signals pointing to that (have you tried ChatGPT? It can be unintelligent sometimes - more than humans).

We can both agree that AI and everything related to it are here to stay. However, I don't see a future where we regress. Sure, it took a bit for people to adopt cars, but now, you'd be pressed to find someone traveling on a horse. The same will be true for AI.

We will only increasingly adapt it in our personal and work lives, whether intentionally or subconsciously, through the tools we use having AI embedded. At home and in the environment. Everywhere. That is my strong prediction; it's akin to a revolution like computers, where we have heavily shifted to a more digital age (fax?).

But because AI touches EVERYTHING, this essay will only cover marketing.

As mentioned, AI has enormous benefits for health, productivity, and many other areas, but that's outside my circle of competence. I'll let the respective experts speak on those topics.

For now, let's focus on AI and marketing. Before that, let's jump into a marketing time machine:

The old way of marketing

The internet began the process of elevating marketing's status.

Before the internet, marketing was mainly a one-way communication channel. Businesses broadcast their messages through traditional media like TV, radio, print ads, and billboards. Marketing campaigns were often broad and untargeted, with companies relying on demographic data and consumer surveys to make educated guesses about their audiences' interests and behaviors.

This lowered the ability of marketing to drive results.

Sales was the dominant player and likely brought in more "ROI." That changed once the internet opened the door for effortless one-to-many communications. But many didn't jump on board even when the internet came on the scene.

Skepticism, lack of understanding, and the novelty of the internet meant that many were slow to adopt it into their marketing strategies. They continued with their traditional methods waiting for it to be proved viable.

Others jumped right in, gaining a massive advantage over others who didn't have a website until 2010. Not only that, they began developing competencies that were only available in the new digital world. Like SEO, writing for digital, understanding how to connect online, and being open to trying new things.

Today is no different.

With AI busting through the wall, some hide from it while others dive in headfirst. I believe those who are open and curious to see how AI can help will win in the future. Even if AI doesn't become as disruptive as we think, they will gain skills others will only be starting to develop (e.g., prompting and working with the machine to achieve the best output).

That's why I implore you to start now! (keep reading, and I'll share a few ways to get started).

(Note: To write this section, I used ChatGPT + Claude 3.0 – see promises)

Marketing in 2044

You leave your home, jump into an air taxi (helicopter), and head to work nearby.

Marcus, your AI copilot, suggests songs you would enjoy listening to (based on the days you performed your best). Then, it (pronoun?) would read you the emails from the day before and ask how you would like to respond. You would then have 10 minutes to review priorities and complete a small task on your laptop or using "vision glasses."

You arrive at your office to jump into a customer conversation recorded by Marcus. After he debriefs you on the key points using direct quotes from the customer, it stores this in your database and properly tags and pulls quotes from it to the correct location (source of truth).

Next, you collaborate with Marcus on a campaign using that customer data and a deep understanding of your brand (or client), which produces the entire thing for you. Whether that is a Google Search Ad, YouTube ad video script, or website copy. You will provide it with all the context and direction needed to have it be specific and "human."

I could continue, but I hope the point is clear: Marketing will look NOTHING like it does today.

We will do more of what matters in marketing, both in how we live (vision glasses, air taxes) and work. We will focus more on seeking and providing the context for the machine. This requires using AI to gain context about customers or recorded conversations with them that can compile over time into useful fodder for the machine to produce quality stuff.

It's a revolution much like 1985-2005. From 2005-2020, much changed, but if you took a time machine, it wouldn't f*ck with your mind. Doing so from 85' to 2005 for an early adopter of the internet and computers would be NUTS. The same is true for now (2024) to 2044. How we work and live will be incredibly different, resulting in a marketing that resembles little of today: only the higher things and creative acts (which will likely be assisted by machines).

Are you ready for that?

Read the full (unedited 2,690 words) essay here

Or listen to me ramble about this for 16 minutes

Three Books / Three Quotes

Time to read: 1:33 minutes
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"When you have a targeted prospect, pull that person closer to you. But at the same time, be willing to risk pushing everyone else away." – David Garfinkel (The Persuasion Story Code: The Magic of Conversational Storytelling)

This was in regard to discovery stories (one of the many stories David shared), yet it applies to marketing.

It's okay to push the wrong people away. 

I heard on a podcast a while back how this CMO enjoyed using ads or creative that pushed a particular type of person away. "We wouldn't want to do business with them anyway!"

While I don't suggest seeking anti-ideal customers, it's not a bad thing to attract them (piss them off). It might mean you're speaking directly to the opposite type of person (your ideal customer).

Lean into your difference.

//

"You will only fail as a leader when you think that today is going to be easier than yesterday." – Admiral William H. McRaven (The Wisdom of the Bullfrog: Leadership Made Simple (But Not Easy))

It's supposed to be hard.

I've learned that from Stoicism. We should expect the honorable path to be difficult, which is why many don't take it.

I believe success is achieved with costs—the costs of the increasing demand and struggles you will face. Maybe you won't (luck),

But it's better to expect (and plan for) bad times than to be surprised.

Expect your days to get increasingly harder as you strive for greatness. As you grow, each day will become more manageable.

Just like with lifting weights.

//

"The more active you want or plan to be as you age, the more you need to train for it now." – Peter Attia, MD (Outlive: The Science and Art of Longevity)

Ask anyone if they want to be able to do things with their grandchildren someday. Of course.

Yet, our behavior can paint a different picture.

It's evident to me after reading this that to be agile and "young" at an old age, I need to work my ass off right now. In a way in which I can sustain.

But I fail to follow through. This is a healthy reminder that to be able to get up off the ground on your own at 70 is influenced by what you do now.

That motivates me. I hope it does for you.

Heard / Saw / Experienced

Time to Read: 1:34 minutes
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Time management is overrated.

"Until time interacts with energy, you really have nothing. You're just there." – Dr. Jim Loehr. I heard this on The Knowledge Project podcast.

I believe this but have never expressed it in words. Without the ability to focus your energy and sustain that focus, you can't do much.

Managing time with little or unfocused energy won't help much. Focus less on time management and more on energy management (and restoration).

"Whatever you invest your energy into, you give life to."

Listen to the episode

Speaking of giving energy to (horrible segue), last weekend was Howe Community Resource Center's 7th annual Rally for a Reason.

It's my first year as a Community Center board member, so this was my first-ever Rally. And I already can't wait until next year 🏎️

Seeing so many familiar and new faces supporting a worthy cause was heartwarming. With their support and the support of sponsors, their impactful work is possible. 

On the same day, I had my family and my wife's up. CRAZY. 

Even though I was running around seeing everyone, I experienced much joy and gratitude. 

I'm so thankful to be surrounded by good people who care. That's rare.

If you're one of those people, thank you.

A Micro Idea On Life 💡
I suck at sharing–I prefer to hide.

Time to Read: 1:57 minutes
———

"We can't read your mind. You need to share these things with us."

Someone on my team said this. It hit differently.

And it is something I've struggled with for a bit. But it has only become more apparent recently.

I suck at sharing things, whether that be self-promotion or sharing events happening.

I prefer to remain in my shell (and hide).

While I realize there are "oversharers" and those who self-promo too aggressively. I fall too far on the other end of the spectrum. I rarely share and shy away from fully exposing the happenings in my life. For what reason?

I think I need a therapist to uncover that.

But, like with most difficult things in my life, writing is a form of therapy. It allows me to uncover deeper truths and move forward, and I plan to do that here.

The benefits of sharing (communicating)

Let's begin with the benefits of sharing. First, it makes it so others don't need to read your mind.

When you share (communicate), you allow others to see your thinking (inner workings). Whether it's where you're spending your Saturday or how you feel about a team decision. It also allows for connection (around the "thing" you share and who you "truly" are).

It's hard for someone to connect with you if you never share anything.

You also allow others to step into your life and help. Whether it's to support a cause you care for or provide helpful feedback. All this is only possible if you make the effort to share.

So, why would someone choose not to share (like me)? What are the benefits (real or not) of under-sharing?

Benefits of NOT sharing

When you don't share, you're hiding. And hiding is a great feeling.

You feel as if you're an 8-year-old again, playing hide-and-seek. If no one can find you (connect and locate you as a unique person), you're winning. The truth is, it's the quickest way to lose (emotionally). Yet, feeling alone can be a hell of a drug.

It's exhilarating at first, but it isolates you, and slowly, you become addicted to the thing that is killing you (being alone).

It also insulates you from insult or erosion of your character. You remain neutral when people know less about you and have fewer things to react to. You don't piss others off, but you also gain little affinity.

This helps you feel safe. You are hiding from the world so the world can't hurt you.

Finally, you can focus and observe others better.

You can entirely focus on listening and observing when you are not sharing. This allows you to see many things others miss and "know others well." On the other hand, those on the other side of the spectrum miss cues from others, resulting in a shallower understanding.

There's a reason I put quotes around "know others well." It's an illusion and not always the case.

Click here to continue reading the unedited essay

Thank you for reading this far ❣️

I have a secret to share with you: I scheduled this on Wednesday at 7:05pm.

That’s the first time I’ve EVER done that in 46 emails. Woah.

Thanks for being here for such a ground-breaking event 😅

I hope you have a splendid weekend,

– Jo (every second counts)