The Path Forward for the Expertise-Based Business in the Age of Artificial Intelligence
What good is getting started with marketing our new expertise-based business as we enter an age of intelligent machines?
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In this final lesson of The Business of Expertise Blueprint, let’s revisit what the broad concept of “expertise” really means.
Anyone who gives advice to anyone else is performing an exercise in expertise. And anyone who creates content on any topic is doing the same thing, even if they’re mostly developing their expertise in the process.
The more you perform this exercise in expertise, the more of an expert you become, provided you continue to know what you’re talking about.
With that in mind, you simply need to get started… right now, not later. That’s because the key to success with an expertise-based business is marketing, and the type of marketing we do develops, enhances, and expands our expertise at the same time.
But what good is getting started with marketing our new business as we enter an age of intelligent machines? One where much of the world’s knowledge is available to anyone with the right prompt?
The thing is, large language models are consensus driven; the LLMs’ “right” answer is simply what most people believe to be correct. That means all AI does is regurgitate and reinforce the status quo.
But as you’ve learned in this course, great marketing and leadership challenge the status quo. And I don’t mean sometimes… always. It takes the right people to a new place and creates a new normal. That’s why if you use AI to augment your expertise (and you should), you must lead it with what you know, not the other way around.
A big chunk of this course has been about how to connect strongly with your ideal prospect, rather than focusing on expanding your expertise. Why? Because that’s how people choose who to buy from and work with, given that they can’t really gauge your true level of expertise without being an expert themselves.
And how do you do that in the age of artificial intelligence? You hear the answer over and over from everyone:
Be human.
But what does that even mean? We think we know, but we don’t really give it much thought.
When you do think about it, creating bland content that offends no one and connects with no one is a fairly common human trait. So is the urge to hide behind word-salad corporate-speak that sounds important but means nothing.
More importantly, “being human” means different things to different audiences. It’s like authenticity — the audience determines whether they think you’re authentic or not. It’s the same with the brand of “humaness” you demonstrate to your chosen people.
So what I’ll tell you is to be more human than human.
Yes, my fellow Gen Xers, that’s the title of a White Zombie song. But the song was inspired by the film Blade Runner, where it was the slogan of the Tyrell Corporation that manufactured the android Replicants.
And no, I don’t want you to be robotic… far from it. What I mean in this case is that you need to transcend what passes for run-of-the-mill “human” and become something much more.
Not a hustle bro. Not a tortured workaholic. Not a manipulator.
I mean a person who understands themselves and other people at a level that most humans don’t and won’t. “More human than human” means becoming a person who understands what other humans need, and responds empathically with an almost preternatural awareness of human nature.
In the age of AI, human connection moves from the norm to a premium experience. The more you can connect with people in a way that now feels scarce instead of abundant, the more you’ll succeed.