The future of business is not what you think...

Today’s Tip: If you want to keep winning in business, you need to radically change the way you think about marketing.

I spend all day talking to business owners about the future.

The truth is…many of them are dramatically underestimating the importance of content, personal brand, and attention in the next era.

Every business needs to become a media business or they will struggle to survive. This means building the muscle of generating attention at will.

As AI proliferates, product moats will evaporate faster than ever before.

And this means it will be harder to keep customers buying based on product features alone.

The last true line of defense, for any business, will be in their ability to generate consistent attention at scale via content.

I believe we are shifting into the Era of Attention.

Those that build a machine for efficiently generating attention at scale, and aiming it towards their personal brand, will be able to cut through.

Those that don’t, will have a much harder time beating the rest that do.

If I had to bet everything on anything, it’d be that honing a video-first content skillset has the best ROI of any skill in the AI era.

This is how you futureproof yourself.

If you’re nervous about the future, here’s my prediction…personal brand and trust get more valuable when anyone can build anything in an afternoon.

Here’s how I recommend entrepreneurs attack building a personal brand:

1. The best way to build a durable personal brand is by consistently posting high value content aimed at your ideal customer

2. The most effective content type for building trust quickly is video

3. The easiest path for getting started with video is short-form

The longer you wait to get started, the harder it will be to cut through when you do.

PS - I’m putting together something to make it easier for entrepreneurs to get started making video content. Reply “futureproof” to get the details before everyone else