AI Is About to Change Business Forever
Entering a Brand-New Era
AI is about to change business forever and nobody realizes
it's coming. We're entering a brand new era. Now, the good news is there are a
bunch of new ways to win that weren't even possible before. So, in this video,
I'm going to walk you through the five shifts that I see coming over the next
few years. And I'll break down both the strategy and the exact tactic that you
can use to take advantage of these shifts. I know this cuz I spend all day
looking at cutting edge AI and automation. I'm actually
currently launching a new AI company every single month in
my AI incubator, Martell Ventures, and I'm starting to see trends and patterns
that aren't obvious to the average person. So, let's get into it.
SHIFT 1: From Org Charts to Leverage Charts
The Old World vs. The New World
The first shift I see coming is moving from org charts to
leverage charts. The old world was having departments plus people, and you had
structure and hierarchy, and people when there were problems, they just threw
bodies at them. The new world is completely different where one person
owns a specific outcome of that department. let's say
finance and then use AI and all the different tools from agents to automations
to robotics to get the results for the team. We got to stop asking who do I
hire and instead start asking what can we build to add more leverage.
Tactical Ways to Apply This Shift
1. Sales Automation
So I'm going to give you two very tactical ways to apply
this to your business. The first one is in sales. The days of needing 12 plus
people to build a sales team are gone. Now with one closer and then using AI to
give that
closer leverage, that person can do the job of 10 people.
For example, the infinite SDR role essentially sales development rep can do
outbound for that sales rep, can qualify inbound, can take phone calls, can
personalize emails, can rearrange the calendar. The whole thing is automated
through AI massive leverage using the calendar. So the sales rep's only talking
to people that are actually going to buy.
2. Marketing Automation
The second one is marketing. Think about it like your job is
to get awareness or interest for your
business. But the days of like hamster wheel marketing and
trying to just do a bunch of tasks are gone. Now you can actually use AI to
identify what content you should be creating. It can create the outlines for
you to create. It can generate the emails, the copy, the campaigns, the whole
thing. All done for you automatically. The best part, better than you or your
team could have ever done. Why? cuz it's looked at all the information from the
top people in the world to curate it and personalize it
just for you to speak to your ideal customer. It is wild.
The Rise of AI Ops
If you want a next level hack in the future, instead of
hiring IT people to do like software tech and workflow stuff, you're just going
to hire an AI ops person. We have this person in every one of my companies.
Their focus is making sure that the team is getting so much time back, getting
rid of busy work, not working on jobs, but actually directing, which is my next
point. That's where you're going to get massive leverage for
that hire. Get away from the people. Start looking at the AI
process.
Internal AI Operating System
And on that note, if you want my internal AI company
operating system that walks you through exactly how I implement AI in every
department, just click the link below and I'll send you a full detailed
document.
SHIFT 2: From Doer to Director
Why Most People Don’t Benefit Fully From AI
The second shift I see coming is going from doer to
director. The reason AI doesn't blow people's minds to the level it should is
because they don't know how to use it. They don't know how to direct it. They
don't know
how to craft it.
How Work Used to Be
In the old world, you spent only about 10% of your time
talking with team about like vision and creative solutions and ideas and kind
of like pushing the art form and then 90% of your time sitting there doing the
work.
Example: Executive Assistant
Think about it for my executive assistant. She used to spend
90% of her time just processing my inbox and adding stuff to the calendar and
coordinating things with other people and doing massive research projects.
How Work Looks Now
Now, in this new world, it's flipped. 80 90% of my
team's time is on directing. is trying to understand what is
freaking possible. When you look at the automations, the agents, the
connectors, these things are taking care of the last mile of actually executing
and booking stuff and coordinating things, not just the creative output.
Disruption of Old Industries
That new world is changing the way you work with your team.
I have friends today that have hundreds of people that work for them at a call
center. Those jobs are going the way. If you haven't seen figure two, the
robot that sits there at the UPS store, sorts through
packages, flattens it for the scanning, that's today. Actually, that's six
months ago.
Becoming a Director
The future is being a director of what's possible, not doing
the actual work. And those companies are going to be massively disrupted.
If you want to adapt in this new world to go from like doer
to director, you have to look at your whole business through the lens of a
director.
Like a Movie Director
Think about a movie director. How does he look at the thing
he's creating? Get
the players involved. the resources, the set designs, the
actors. He's designing the world that that movie gets played in. Your business
is no different. And being a director is how we compete in the new world.
SHIFT 3: From Feature-Based Moats to Database Moats
The Importance of Data
The third shift I see coming is going from feature-based
modes to database modes. A moat essentially protects you. Think of a castle in
the middle of a field. It's got a moat around it because it needs to protect
itself from the bad guys coming in to try to take the castle.
Why Features Are No Longer an Advantage
In the old world, you would compete on features. You would
launch something, your competitor would have three to six months to copy you,
and that was the rat race that you got stuck into. The future, since the AI can
actually build the features faster than you could ever think of them, is that
the proprietary data of how you do your business or what you collect about your
customer and using that to inform the AI, to learn faster, to create feedback
loops. That is the competitive advantage. It's not about
what you deliver the features. It's about how you deliver it so that your
customer can trust that you're the innovator in the space.
AI That Learns You
I don't know if you've noticed this, but chat GBT5 gets
better the more you use it. What it's realized is that if we collect the
information, the memory, the preferences of the person who's chatting with it
and use that as an injection to the future prompts, the outputs are so freaking
good.
Your business needs to do the same thing.
Example: Precision.co
As customers interact with you, you need to collect those
preferences. You have to save them. For example, my buddy Matt, he built a
whole company around this. It's called precision.co. And what you do is you
plug in your different data sets, your Stripe account, your marketing, your
CRM, your sales data, and then it looks at your data plus the benchmarks in
your industry, makes a list of priorities based on the theory of constraints,
and then tells you exactly what projects to go execute with
your team to unlock the bottlenecks in your business.
How to Build a Data Moat
Step 1: Clean Your Data
So this is exactly how you build a database moat in three
steps. The first one is you have to clean up all your data. Essentially garbage
in garbage out. If you don't sit down and start making sure that all your
customer data is clean, there's no duplicates, it's accurate, then you can't
feed that to the AI. The worst thing is having no data. The second worst thing
is having
bad data.
Step 2: Use AI to Analyze
Next, you have to use AI to analyze your data and make
correlations. In one of my companies, I have a process where people submit an
intake form to then drive the experience for the customer. So, we take all the
data they gave us to design a custom onboarding experience based on what they
told us, based on who they are, based on all the public data, so that when they
come in, they think, "Oh my gosh, how did they do this so quick?" AI.
Step 3: Let AI Suggest What to Fix
And last, but not least, you have to have AI suggest next
steps you should take in your business to fix the current
bottleneck.
Data Is the Ultimate Advantage
Real datadriven decisions is how you compete in the world.
In a world where information is literally a commodity and never more so than
now, the ultimate advantage is data.
SHIFT 4: The Autonomous Back Office
AI Replacing Manual Back Office Work
Shift number four, the autonomous back office.
In the old world, you had finance and HR and legal as
full-time positions. In the new world, they're AI. They're literally
policydriven agents that take the requests, execute the work, close the loop,
reply to everybody on your team with no bottlenecks.
From Days to Real-Time
In the past, when I sent a contract over to my legal
department, I had to wait until that person had the time to review it to give
me the red lines. Now, I have an AI agent that does it for me in real time.
How to Do This Yourself
Step 1: Connect All Data
If you want to do this for yourself, and
we can use finance as an example, it's pretty simple. First,
you got to connect all your financial data as much context as you can give the
AI so that it knows about your situation. So, there's a tool like HelloFrank.AI
that's a financial analysis where you just connect your financial systems and
all tools and it will do all this heavy lifting for you.
Step 2: AI Audits, Leaders Check
And
then next, you have to let leaders audit for exceptions. So,
it's not that the AI will do it automatically and nobody checks it. is that
it'll do 98% of it and then leaders still look at it to troubleshoot it to make
sure it didn't hallucinate because AI will do that and then everything else
closes itself.
Step 3: Codify the Rules
So here's a quick hack for you to like implement this into
your business today. You need to use some kind of automation tool like make or
zap year or something like that but essentially you codify the
rules within your business. So, if it's HR and recruiting,
write down all the rules about what the person needs to look like and how you
should hire them and all the processes and you do that as a system prompt.
Patterns Deserve Code
The way I think about it is this. Exceptions deserve people.
Patterns deserve code. Repeatable,
scalable systems.
SHIFT 5: From Development Advantage to Distribution Advantage
Why Distribution Now Wins
The last shift I see coming is going from development
advantage to distribution advantage. See, the old world was about building the
biggest development teams, the smartest people, coding stuff. Today, it's about
distribution. The doing of the business is no longer hard.
Coding Skills Are No Longer Rare
You're like, "Oh, I've got 17 years experience in this
industry." Nobody gives a Well, I know how to code really advanced
algorithms. Nobody gives a All of these things are now done by 12-year-olds
using AI.
Example: Lovable
The other day I saw an ad by a product called Lovable where
it had a kid in the ad build an app and deploy it and start monetizing it. It
took everything, the database, the interface, the whole workflow and logic.
Coded by Voice
I guess I'm an engineer now. >> Sure. >> And the
cool part is he built it all through voice. He talked it. He didn't type
anything.
AI Is Coded in English
See, AI is the first technology that's coded in English,
which makes it available to every human on Earth. That is completely different.
How Martell Ventures Uses Distribution
It's why I built Martell Ventures on the back of my personal
brand. See, I've partnered to build AI tools with some of the smartest CEOs in
my network and launch them through audiences like YouTube, my email list, my
online community, and other partners all around the world.
Three-Step Distribution Model
Step 1: Build Distribution
First, we need to build distribution into the business
model. Just pick a lane. I don't care if it's organic content, ads,
partnerships, but you got to grow one own channel, you know, email, SMS,
community every freaking week.
Step 2: Attach a Brand to a Clear Problem
Next, we have to attach a brand to a clear problem. If you
don't identify the ideal customer profile, their specific pain and make a
massive clear promise essentially like in 72
hours you'll get X result then the person doesn't know how
you can help them. So you have to make your story about the outcome, not the
features.
Step 3: Pre-Sell Before Building
And the last is you got to pre-ell the tool before you stop
and invest a ton of money and time into getting the product live. you can
actually pre-ell it to the customers that you want to talk to. That process
that seems hard, well, how do I get in front of them is the problem you got to
solve if you have the product.
Find a Partner With Distribution
Now if you want to hack the best way to get distribution is
to find somebody a partner that
already has that audience built in.
The Human Advantage Remains
What AI Can’t Replace
When I think about what AI is going to have a hard time
disrupting, things like vision, taste, what's good, caring about people, if
anything, these tools are going to give us the time to focus on the things that
it can't disrupt.
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