Productization (Again)

Blair recognizes that AI has triggered a knowledge product oversupply and now we have a signal-to-noise ratio problem. He sees reputation and reach reshaping the knowledge economy, consolidating a lot of power and wealth among a smaller number of experts who demonstrate their trustworthiness and rise above the noise.   Links "Demand Is the New Supply" by Blair Enns for winwithoutpitching.com: https://www.winwithoutpitching.com/insights/demand-is-the-new-supply

Given the data from recent research about Chief Marketing Officers, David has four things creative agencies should keep in mind during sales and work interactions with them.   LINKS "Inside the Head of a CMO" by David C. Baker for punctuation.com The Boathouse Fifth Annual CEO Study Confessions of a CMO: A Field Guide to How CMOs Are Evolving to Thrive Under Corporate Pressure

Blair has been thinking about how, as AI continues to streamline more administrative tasks over time, we will be left to focus on the things we humans are good at – interacting with other humans. Because of this, the interesting people will win in selling their services and expertise.   Links "The Interesting People Will Win" by Blair Enns for winwithoutpitching.com "The Fertility Crash Will Make the World a Small Town" by Tyler Cowen for The Free Press Jesse Ratner's March 27 LinkedIn Post about AI

We all know how valuable external input from trusted advisors can be for our business. But what does that look like for independent agencies who don't have investors to answer to?   LINKS "Do Independent Firms Need A Board?" by David C. Baker for punctuation.com

Categorizing AI-generated copy as "human vs AI" is not as binary as with AI-generated images or video. So Blair has developed an AI Contribution Scale to help us all be more transparent when using LLMs in the creation of written communication intended for prospects, clients, and peers. [This episode's notes are AI-0] ‍ ‍ Links AI Contribution Scale "The Coming Collapse of 'Thought Leadership'" by Blair Enns for winwithoutpitching.com Curt Jaimungal's 5-minute YouTube video on why you shouldn't let AI write for you

In a recent article, David discloses the questions all creative agency principals need to answer whenever they are ready to find the right buyer and successfully navigate the merger and acquisition (M&A) process to complete the sale.   LINKS "How Sellable Is Your Firm?" by David C. Baker for Punctuation.com

Blair and David are hearing all kinds of people talking about how their positioning needs adjustment because of AI. Blair does see an issue developing for many creative firms, but more with business strategy instead of positioning.   Links Positioning: The Battle for Your Mind and The 22 Immutable Laws of Marketing by Al Ries and Jack Trout Good Strategy / Bad Strategy by Richard Rumelt Playing to Win by Roger L. Martin The Lords of Strategy by Walter Kiechel, III

David recommends regular in-person company-wide gatherings for remote workers as an opportunity for creative agencies to help build their organization's culture in our post-pandemic economy where online video meetings continue to fill our calendars and working from home is the new norm.   LINKS "Investing in Ee Retreats at Remote Firms" by David C. Baker for punctuation.com

Blair changes his mind on productized services. Again. And AI is the reason.   LINKS "The New Age of Consulting" by Blair Enns for winwithoutpitching.com

David shares a quick list of website elements he sees is missing from a lot of creative firms' websites which could help them attract more new business.   Links "13 Signals Your Website Might Send" by David C. Baker for punctuation.com