People don't trust #AI because it's smart.

They trust it because they don't trust you.
We don't turn to AI because we love the machine.

We turn to AI as a "safe haven" when we perceive humans as biased, exhausted, or judgmental.

Too many businesses behave as though they're annoyed they have to go through us to get to our money.

Then they wonder why their sales are tanking...

Old SEO model:
What we say about ourselves, paying our way to visibility

New SEO model (inc. AI search visibility):
What others say about us, earning our way to visibility

Brand is 10x more important with AI search (and harder to fake).

Your marketing isn't working because you think you know more than your buyers do, when in reality the opposite is true.

Stay humble.

I get the feeling the landscape for well-crafted marketing that seeks to engage at a human, emotional level has been usurped by content designed purely to satisfy the current hunger for quick-hit scroll fodder.

We've convinced ourselves that AI is Pavlov, while it's actually Pavlov's dog.

Focusing your business around efficiency is not only throttling your business growth.

It's also making you unnecessarily vulnerable when (i.e. not if) something unforeseeable rocks the market.

You cannot optimize your way to growth. Every business is a probabilistic endeavor.

Most marketers still assume attention is the primary bottleneck, as if audiences are eagerly waiting to be interrupted/persuaded/entertained.

Behavioral science shows the opposite.

Our brains aren't designed to absorb information generously. They're designed to reject information efficiently.

Don't trust.

Test.

Most marketing buyer personas are nothing more than corporate fan fiction.

If it doesn’t come from real conversations, it’s just our vendor brain wearing a wig.