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If You Have Multiple Interests, Please Start a One-Person Business — Transcript

by Dan Koe · 7,661 words · 1,088 segments · language en · Watch on YouTube

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0:00This quote has been living in my head
0:02rent-free for the past year.
0:21Now, a few years ago when I first
0:23started creating content online because
0:25I wanted to get out of doing cold
0:27outreach to land freelance clients, I
0:29started to notice people, specifically
0:31creators, who were building 1 to 10
0:34million-dollar one-person businesses.
0:36And they weren't working all day. I
0:37think Justin Welsh is a perfect example
0:39of this. He highly values his time, and
0:42he only works for a little bit in the
0:43morning, but he has the pieces of a
0:45business that we're going to talk about
0:47that allow him to make that much money.
0:49This is actually possible now thanks to
0:52the internet, social media, and AI.
0:53People still don't realize how much
0:56leverage and power they have as an
0:58individual. We are completely beyond the
1:01getting paid for your time model. We are
1:03completely in the get paid for your mind
1:06and value model, which is completely
1:08detached from time. And for a lot of
1:10people that doesn't click, but the best
1:12way I can explain it is you can write
1:14one piece of content, and if that
1:15content gets a million views, and you
1:18get 1% of those people to buy a $100
1:21product, I will let you do the math.
1:23Now, of course, you probably aren't
1:24going to get a million views on your
1:26first piece of content, but I think you
1:28get the point. It is something that you
1:29practice. It is a skill that you can
1:31develop, and it is one of the highest
1:33value skills that companies, creators,
1:35everyone is hiring for right now. That's
1:37why this video may be very important to
1:39you. So, these creators that I noticed
1:41who were building 1 to 10 million-dollar
1:43one-person businesses, what they were
1:44doing was selling either an education or
1:47info product or coaching or a mix of
1:50both with social media as their way of
1:52distribution. Not paid ads, not
1:54sponsoring podcasts, not billboards, not
1:56the radio, not TV, social media, because
1:58that's where the attention is. Building
2:00an audience is free. Creating
2:02information is free. This is the
2:04low-risk business model for the
2:06beginner, because with things like
2:08e-commerce, you have to invest capital
2:10in the product. There is no startup cost
2:12aside from the time invested in learning
2:14the skill to start a one-person social
2:17media business in today's world. But
2:19from then, a few years ago, and then
2:21building those businesses, to now,
2:23things are much different. Back then,
2:25you could build a one to ten
2:26million-dollar one-person business, and
2:28the average person was completely
2:29oblivious to that opportunity, and so
2:31they're even more oblivious to this new
2:33opportunity, thanks to AI. And now GPT-6
2:36Astra and Fable 5.1 and whatever the
2:38next model is going to be, just make it
2:40even more possible. And your competitive
2:43advantage here is that the average
2:45person is just completely oblivious.
2:46They don't do anything, and they're not
2:48going to change their habits. But the
2:49beautiful, very beautiful thing about
2:51this is that you don't need to make a
2:53million dollars. You don't need to make
2:54ten million dollars. Most people
2:56watching this just want to replace their
2:58current income sources. That could be
3:00$75,000 a year, $100,000 a year. And
3:03what I'm telling you is that that is
3:05incredibly achievable. That doesn't mean
3:07that it's easy or it's going to happen
3:09quick. I'm just saying that it is very
3:10achievable. For myself, when I first
3:12started out, my goal was to be able to
3:15afford Chipotle for lunch every day. And
3:17I'm proud to say that I achieved that
3:19pretty quickly, and I don't eat Chipotle
3:21for lunch every day now, even though I'm
3:23probably going to have it today. But
3:24ever since I was a kid, I just didn't
3:26want to go down the default path. I was
3:28very observant as a kid to those around
3:31me, and it just didn't make sense to go
3:33to school and get an education and pay a
3:35ton of money to get an education that
3:37would be completely irrelevant in 10
3:39years. And then getting a job that
3:41you're dependent on and takes up all of
3:43your time, so you can't self-educate on
3:45the side and shift direction, and then
3:46marrying someone that you despise, and
3:48then being promised retirement, but
3:50never really being able to stop working,
3:53that was all normal and it disgusted me.
3:55So, from that I came to the realization
3:57that entrepreneurship was the only path
4:00out. That was the path for me, whether I
4:02liked it or not, because it was this big
4:04mysterious thing. Starting a business
4:06was something that I wasn't capable of
4:08doing at the time. And so, that's what I
4:10did. I failed over and over again. I
4:13started a fitness YouTube channel. I
4:14tried drop shipping minimalist wallets.
4:16I tried selling blue light glasses. I
4:18did freelance SEO and Facebook ads and
4:20web design until I finally had to get a
4:22job because the student and credit card
4:24debt was just piling up. And when I did
4:26get that job, I saw the job as a
4:28deadline. I knew that if I didn't make
4:30my own thing work soon, that I would
4:33start drowning in bills and
4:34responsibilities and I wouldn't be able
4:36to get out. So, about 7 years ago, I was
4:38able to quit my full-time job to do
4:41freelance web design because that was
4:42one of the skills that I had. About 6
4:44years ago, I started on social media and
4:46made around $10,000 with digital
4:48products. The next year it was $100,000,
4:51then $800,000. And I have a video on how
4:54I did that while writing 2 hours a day.
4:56Then the next year was around $4,000,000
4:59and my tax bill had officially
5:01quadrupled to what my old salary was.
5:03And then as I made the stupid, hopefully
5:05long-term decision to get into software,
5:08my income started to stabilize around 1
5:11to 1.5 million a year because I had to
5:13shift time and focus to software and
5:15shovel a ton of money into it because
5:17we're bootstrapped. And I still have not
5:19paid myself a penny from Cortex or the
5:22new what it is Eden, but we are getting
5:24there. Eden is very quickly picking up
5:26steam and you guys are not going to
5:28believe the next update. So, what I'm
5:30saying is I have a lot to share on the
5:32one-person business thing and I can see
5:34it from the top down because my audience
5:36and my customers are quite literally
5:38one-person businesses and I can see you
5:40what's working, what's not working. And
5:42when it comes to AI, I kind of have
5:43front row seats as to how that can help
5:46you build this thing faster. So, let's
5:47actually get started and begin. We're
5:49going to talk about why your interests
5:52or unique value plus social media or
5:54free distribution plus AI or cheap force
5:57multiplication equals a profitable
5:59one-person or one-human business. Now,
6:02as a one-person business, you're going
6:04to post on social media. Boo, I know
6:06it's so hard to write for 30 minutes in
6:08the morning and then post it where
6:10everyone else in the world has the
6:11potential of seeing it. But, as I said,
6:13social media is where the attention is
6:15right now. And you probably don't have
6:17the capital to invest in paid ads or
6:20paying creators $2,500
6:22to post one reel about your product. The
6:25prices for this UGC stuff is just
6:27getting insane. I personally think it's
6:28better to just hire in-house or build
6:31your own audience as the founder. Now,
6:33in this video, I'm also assuming that
6:34you don't care to start a service
6:36business or a client business like
6:38freelancing or agency work because you
6:40want some form of freedom and a creative
6:42lifestyle. Now, some of what we're going
6:44to talk about will apply to you if you
6:46have that style of business because you
6:47should probably build an audience either
6:48way, but I personally prefer writing and
6:51building products that sell while I
6:53sleep. Now, we're going to talk about
6:55what this one-person business looks
6:56like. What is it composed of and what
6:58are the pieces that you need? And then
6:59I'm going to give you little AI
7:01employees that you can just start using.
7:04The link to them is in the description.
7:06You can just start chatting and you will
7:07essentially be able to run your business
7:09from those six employees that I give
7:12you. You can do it in Eden with one
7:14click and they're all in one place or
7:16you can download the individual skill
7:17file that you would upload to Claude. Or
7:19you can add them to Eden and then
7:21connect Eden to the Claude via the MCP
7:23so that Claude is able to see trending
7:25social media posts and do research and
7:27it can access these custom AIs or these
7:30employees. So, the first thing we need
7:32to nail down when it comes to building a
7:34one-person business is just brand, which
7:36is how you present yourself or your
7:38business to the world. Now, in your
7:39personal life, when people think of your
7:41name, what do they think of? What do
7:44they associate you with? Are you cool to
7:46be around? What are your likes and your
7:47dislikes? Are you fun to be around? Are
7:50you funny? Are you helpful? Are you
7:51trustworthy? Are you valuable? What do
7:53people come to you for? Things like
7:55that. So, brand is that, but for your
7:58business. It's like a digital storefront
8:00or a digital identity. It's what makes
8:03people buy your app or your course or
8:05your coaching or your e-commerce product
8:08over someone else's even if it's a worse
8:10product because there are plenty of
8:12incredible amazing apps, courses, etc.,
8:14but you don't even hear about them
8:16because you don't even know they exist.
8:18And if you did know they exist, if a
8:20creator that you liked who had helped
8:22you before because you spent so much
8:23time with their content offered a
8:25similar product, you would buy the
8:27creator's [clears throat] product that
8:28you liked. This is how marketers or
8:30people who study marketing, not digital
8:32marketing, but actual marketing, make
8:3410x more than programmers who just build
8:37little portfolio apps and don't know how
8:39to sell them. Now, as a one-person
8:41business, your brand is a personal
8:43brand. And even if you're not a
8:45one-person business, look at Elon Musk.
8:47Look at Mr. Beast. Look at most of the
8:49celebrities today. They all are building
8:51a personal brand because that's what you
8:53do in today's world. A personal brand is
8:56one of the most effective business
8:57growth strategies because it's free to
8:59do, and if done correctly, you barely
9:01have to actually market yourself. So,
9:03it's your values, it's your worldview,
9:06and your story externalized. So, one of
9:09the little AI employees that I give you
9:11below interviews you for information
9:13about yourself to extract all of these
9:15things into what is a comprehensive
9:18personal brand strategy document that
9:19you can then give to any other AI like
9:22at any time when you're in any chat, you
9:24have this document that you can take
9:26with you anywhere. This is necessary
9:27because it gives you your vision, your
9:29anti-vision, your content pillars. So,
9:31all of the content ideas that you're
9:32going to generate, if you want them to
9:34have a throughline and impact, should at
9:37least start from this personal brand
9:39strategy document. Now, the second thing
9:40you need as a one-person business is an
9:43offer, which is what people pay you for
9:45that helps them get a result. So, you
9:47need a product or service. That's kind
9:49of obvious. You can't make money without
9:51one. And you can, you can go the
9:53audience route and just build, build,
9:54build your audience and then take brand
9:56deals, which is a very profitable thing
9:58to do, but it just makes sense to have
10:00your own product or service these days.
10:01Now, the difference between an offer and
10:03a product and service is that an offer
10:06is the perceived value of that product
10:08or service. It's how you package it.
10:10It's the deal that you're making. This
10:12is one of the most profitable skills you
10:14can learn, offer creation, because once
10:16you nail the offer, the landing page,
10:18the copywriting, the marketing, and the
10:20rest just becomes so much easier because
10:22it's already there. And that's what you
10:24compete on. You're not competing on the
10:26product or service level, you're
10:27competing on the offer level. So, the
10:29amount of value compared to the price.
10:31So, if you're to take a Second Brain app
10:32or a research tool like the YouTube
10:35research tool that everyone uses, and
10:36then you look at Eden, which is able to
10:38research all platforms through the MCP,
10:41through the chat, and have all of your
10:42ideas, notes, links, posts, and soon
10:45products in one place, Eden is obviously
10:48the better deal, if you'll allow me to
10:50brag for a bit. And it has social
10:52scheduling, so it replaces another app,
10:54too. It's the entire creator workflow.
10:56But, offer creation is the art of
10:58pulling four levers. The first is the
11:00dream outcome, so what the customer
11:02actually wants. Two is the delivery
11:04mechanism, so how you get them there. Is
11:06it a course? Is it coaching? Is it a
11:07supplement? What is the unique mechanism
11:10for those things? What is your way of
11:12doing it, getting them the dream
11:13outcome? Three is the speed of result,
11:15so how fast you get them there. And four
11:18is the guarantee, so what happens if it
11:20fails. Those are the four things you
11:22need. Write those down. And again, the
11:24AI will help you create your offer. Now,
11:27the third thing you need as a one-person
11:29business is distribution, so how you
11:31spread your brand or offer. And I love
11:33this quote from Jack Butcher, build
11:35distribution, then build whatever you
11:37want. Because we're living in the
11:39internet age where attention equals
11:41leverage. You can have the best brand,
11:43you can have the best product, but none
11:45of that matters if nobody knows you
11:47exist. So, distribution for what we're
11:49concerned with is everything from
11:51marketing to sales to content to ads to
11:53your landing page and website. It's how
11:54people find you, learn about you, and
11:56pay you. That's what a funnel is. As an
11:59example, you found me probably through
12:01social media content. You're watching
12:03this on YouTube right now, and if I can
12:04display the value of my knowledge
12:06enough, you may grow to trust me to the
12:08point of using or paying for one of my
12:11products. Not because I swindled you
12:13into it, but because you see it as
12:15something useful for your own goals.
12:17It's mutual benefit value exchange. Now,
12:19I could also run paid ads or sponsor
12:22other people's newsletters, both of
12:23which I've tried before and will
12:25probably do in the future again. But, as
12:27a beginner with little capital, you have
12:29to look at this like stepping stones.
12:31You aren't going to run paid ads to an
12:33offer that isn't proven or isn't going
12:35to sell. You're just going to waste
12:36money. And yes, you can test through the
12:38ads, but you're testing with your own
12:40money. On social media, you're testing
12:42your ideas, your products and services
12:43for free. If you aren't growing or you
12:45aren't selling anything, then there is
12:47room for improvement. It's trial and
12:49error. You just have to experiment. And
12:51if that doesn't work, experiment again.
12:52And if that doesn't work, learn
12:53something new, and then experiment. And
12:55eventually, you have all of these tools
12:57in your tool belt so that you become
12:59skilled at this thing called business so
13:01that you can essentially make money at
13:03the click of a button because you know
13:04what you're doing. As you practice,
13:06you're not just learning one skill,
13:08you're learning human psychology,
13:09attention mechanics, writing, content,
13:12persuasion. All of these different
13:13things come together to make you an
13:15effective business owner. So, we're
13:17going to talk about these AI employees
13:19or this AI team or honestly just skills
13:21or prompts. They're all the same thing,
13:22context for the AI. What What are going
13:25to do is it's going to guide you through
13:27all of this, but by doing it and
13:29actually posting it, then you get
13:30feedback against the market. You're not
13:32outsourcing your brain to AI just by
13:34having it do things for you, because
13:36that's not what learning is in the first
13:37place. You don't learn anything by
13:39watching a tutorial, you learn by
13:41applying what you learn to the actual
13:43real-world thing that you're trying to
13:44do, and then if it works, then you
13:46learned. And if it didn't work, then you
13:48learned. But if you don't give it the
13:49chance to work or not to work, then
13:51you're not learning a thing. And even if
13:53it doesn't work the first time around,
13:54now you know that AI isn't just going to
13:57replace everything overnight. You
13:58understand that reality still exists,
14:01and that getting results isn't always a
14:03linear, step-by-step process, and that
14:05it evolves as culture changes and what
14:07is perceived as valuable changes. So,
14:10let's start to simplify this. Here's
14:12what you're going to do to actually
14:13start this business. So, this is going
14:15to be your daily routine. The first
14:17thing you're going to do is post one to
14:19three times a day on a short-form
14:20platform of your choice. This can be
14:22Substack, X, LinkedIn, Instagram, etc.
14:25And you just need to pick the one that
14:27you vibe with the most. Now, on the Eden
14:29channel, I'm actually creating tutorials
14:31on how to grow and write content for all
14:33of these platforms. There's already
14:34quite a few videos out, so you can go
14:36and watch those, cuz obviously this
14:38video would be 10 hours long if I did
14:40that here. But you're starting with one
14:42short-form platform and you're getting
14:44really good at it. I started on Twitter,
14:46but if I were starting over today, I'd
14:47probably start on Substack, simply
14:50because it has long-form and short-form
14:52notes, the growth mechanism in one
14:54place, and it's just writing. So, I
14:56wouldn't have to show up on video. I can
14:58sit down, I can get my coffee, and I can
14:59write ideas that I love in the morning
15:02and attempt to grow on that platform.
15:04And your followers on Substack aren't
15:06followers, they're newsletter
15:08subscribers. So, you own the list. You
15:10can export it and take it somewhere
15:11else, which you can't do on any other
15:13platform. And I'm assuming that most of
15:15you watching this have multiple
15:16interests, have deep interests, you like
15:18deep thought. And Substack is just the
15:20best place for that. And I see a lot of
15:23beginner creators gaining traction. Now,
15:25the second thing you're going to do is
15:26post one long-form piece a week on
15:28Substack, X, or YouTube, but probably
15:31Substack because that's probably where
15:33you'll start, but you can do the same
15:34thing on X because they have articles
15:36now. So, all platforms are kind of
15:38moving to this short-form, long-form
15:40dynamic because that's what creators
15:42want. Creators understand that the more
15:44time people spend with your content, aka
15:47time under attention, as I call it, like
15:50time under tension for muscle growth,
15:52it's time under attention for social
15:54media growth. People who watch a
15:561-hour-long or 30-minute-long YouTube
15:58video are going to have so much more
16:00trust in you than someone who watches a
16:0215-second reel. They would have to watch
16:04hundreds of those reels to watch the
16:07same amount of content as the
16:0830-to-60-minute YouTube video. Same
16:10thing goes for written articles like
16:12Substack or X articles. So, the way to
16:14make this palatable or something that
16:16you can do is to block off 30 minutes
16:19every morning. So, you're going to have
16:2130 minutes for writing short-form
16:22content, and what that means is not
16:24staring at a blank screen. It means
16:26researching with the AIs I'm going to
16:28give you, deciding on an idea, and then
16:31writing it out as an engaging short-form
16:33post. Most people struggle with the
16:35first two. They don't research, they
16:36don't learn, they don't read, they don't
16:38get the idea, they don't treat that as a
16:40part of the writing process that needs
16:42to be in the same time block. And then
16:44two, they don't decide on an idea. The
16:46idea has to be perfect before they start
16:48writing on it. When the writing is you
16:50refine the idea. So, just pick a
16:52idea and write it. Now, the second 30
16:54minutes is for writing maybe 250 words
16:57for the long-form piece. That can be the
16:59YouTube script, the X article, or the
17:01Substack article. What I recommend doing
17:02at the start of every week is outlining
17:05what it is you're going to write that
17:07week. You're going to pick the topic,
17:08and you're going to start brainstorming
17:10the outline and structuring it, which is
17:12what one of the AIs helps you with. And
17:14now, the third thing you're going to do
17:15is you're going to try to promote your
17:17offer once a day. So, you promote it in
17:20your long-form piece somewhere in the
17:22middle. You just say, "Hey, if you're
17:24struggling with XYZ, try this." And then
17:27link your product or service. And then
17:28at the end, do the same thing. It's that
17:30simple. It's that short. If you don't
17:31know how to do it, give your newsletter
17:33to AI and say, "Hey, I want to plug this
17:35in the middle and at the end. What's a
17:37tasteful way of promoting this?" And of
17:39course, since you are probably only
17:41posting long-form once a week, then what
17:43you're going to do is promote once a day
17:45in another form, however you can. It
17:47just has to be a part of your day. You
17:48can link a reply to one of your posts on
17:51Substack or X using the simple PAS
17:53framework to promote your product or
17:55service, which stands for problem,
17:57amplify, solution. What's the problem?
17:59If you struggle with this, this, this,
18:01and this, here's the solution, link to
18:03the product. Do it in your Instagram
18:05stories. Do it as a call to action on an
18:07Instagram post. Hey, comment keyword if
18:09you struggle with this, this, and this
18:11and want this. So, that is the entire
18:13process. You build distribution by
18:15writing content. You promote your offer.
18:17If you haven't built an offer yet, then
18:19that's what you have to focus on as
18:20well. That's what you'll be able to
18:21build inside of Eden by just taking the
18:24knowledge inside of your head and
18:25turning it into an AI product that
18:27doubles as a course. And that'll make
18:29more sense when it actually launches.
18:31So, keep an eye out for that because you
18:32will make more money by simply hosting
18:34your product on Eden than any other
18:36platform just because it's on Eden. So,
18:38with this entire process, there are a
18:40few things that we can do or that we can
18:42use the AI for. The first is as a brand
18:45strategist. So, creating a personal
18:46brand strategy so you don't blend in
18:48with everyone else and studying how your
18:49content is doing to propose growth
18:51tactics for you. This is like the meta
18:54layer that everything else falls under.
18:56The second is as a content strategist,
18:58which researches what's performing
19:00across social media, understands all of
19:02your prior content, pairs them with your
19:04brand strategy, and delivers a week of
19:05ideas for you to post about or have it
19:07draft content for you to edit if that's
19:10your cup of tea. Now, one thing that you
19:11may not realize if you're not like a
19:13heavy AI user is what I'm telling you
19:15here, you can just copy-paste. You can
19:18just take this YouTube transcript.
19:19There's a free YouTube transcript
19:21generator at eden.so/tools
19:23or you just paste it into Eden and you
19:25say, "Hey, help me implement this
19:27newsletter. Help walk me through how we
19:29can actually set up a workflow to do all
19:31of these things." And then you converse
19:33with it back and forth until you get it
19:34right. And we're going to talk about how
19:36to get it right in the last section of
19:37this video because you need to
19:39understand how to actually use AI. Now,
19:41the third thing we can use it for is as
19:43a long-form specialist or outliner which
19:45understands long-form frameworks and
19:47retention strategies helping you outline
19:49a newsletter, article, or video script
19:51with your ideas in a well-structured
19:53way. Fourth, we can use it as a
19:55short-form specialist which takes your
19:57rough ideas and turns them into post
19:58drafts that you can review, edit, and
20:00schedule to go out on all platforms.
20:02Fifth is an offer consultant which helps
20:04take your experience, interests, and
20:06expertise and turns it into a compelling
20:08offer and helps you decide between what
20:10product or service to start with. And
20:12then sixth is the marketing strategist.
20:14So, it takes your offer, brand strategy,
20:16and customer avatar then helps generate
20:18social promotions, email promotions, and
20:19landing page copy. Now, I've actually
20:21created all of these for you inside of
20:24here and I'll show you what they look
20:25like really quick. But if you actually
20:27want to use them, there's the link in
20:29the description or go to
20:30eden.so/kits/one-human-business.
20:34And then all you do is click this
20:36button, set up my business, and it will
20:37add them to your workspace or you can
20:39download them individually as skill
20:41files for Claude or ChatGPT. And for
20:44those of you who are waiting for the
20:46two-hour writer update, it is being
20:48updated and we're still polishing this,
20:50but this is what it will look like. All
20:52of the modules will be in here. You'll
20:54be able to go through the curriculum and
20:56chat with it as you go so it can help
20:58you actually implement it and it has the
21:00entire course and modules as context.
21:03So, this is what you're going to be able
21:04to sell inside of Eden as a product, not
21:07just a generic course or an AI skill.
21:10You're going to sell the whole package,
21:11and it will be branded as your own. But,
21:14these are how they're going to look
21:15inside of your workspace. And when you
21:17add all of them, you can just switch
21:18between them here, and all of your chats
21:21for each one that you create are all in
21:23here. So, it's like your little command
21:25center for all of your little one-person
21:27business AIs. So, one of my favorites is
21:30the long-form outliner. So, all you have
21:32to do when you want to create a nearly
21:34viral Substack article or X article or
21:37newsletter is you come into here, you
21:39click one of the starter prompts like
21:40outline a newsletter or outline a
21:42YouTube script, and then it will
21:43interview you for the idea, and then it
21:45has the knowledge on how to write those
21:48things. And then, since this is inside
21:50of Eden or you connect Claude to the
21:52Eden MCP, it can then research
21:54everything that's going viral across
21:56Substack, X articles, YouTube scripts,
21:58etc. because then it can pull the
21:59patterns and principles from the titles,
22:02the headlines, the structures of the
22:03actual articles, so that it can help
22:05shape your own ideas in a way that will
22:08perform. And then, what it does is it
22:09gives you an outline that you can then
22:11put into a board, and you can write
22:13alongside it because I personally like
22:16to have AI outline things and research
22:18for me so that I have more control over
22:20the actual writing itself. So then, I
22:22have my little writing workspace in
22:24here, too. And then, when it's time to
22:26publish to Substack or any social media
22:28platform, I just go to the publish tab,
22:30and I can do it all from here. So, I
22:32spent a lot of time on these. These are
22:34free to use. Of course, you're going to
22:36have to pay for Claude or ChatGPT or
22:38Eden if you want a decent amount of AI
22:41usage to actually run through it, but
22:43that's just how these things go. The
22:45actual context, the knowledge inside of
22:46these AIs is free for you to use, and
22:49it's structured around things that work
22:51because if you just ask AI like a
22:53general Claude chat for these things,
22:54it's going to have no idea what to do,
22:56and it's going to give you horrible
22:57information. You need to shape and mold
22:59the context around what works. So, I'd
23:01recommend going through these in the
23:03order I listed above. So, brand strategy
23:05first, then content strategy, and then
23:07you base your short-form and long-form
23:09posts off of those. And once you have an
23:11offer, then you can use the marketing
23:13strategist one. And then once you refine
23:15this process enough, you can start to
23:17run these on routines. So, in the
23:19content strategist, you can just say,
23:20"Hey, do this every Monday for me and
23:23put it inside of a table so that all of
23:25the ideas are there and I can take them
23:26and run with them." And now you'll
23:28notice that none of these, at least the
23:30ones that I created, have it do the
23:32writing for you. It doesn't actually
23:33create the content for you because I
23:35don't think that's wise to do as a
23:37beginner, and I personally don't think
23:38we're at the point where we should
23:40automate that side of things yet, even
23:42though I'm kind of changing my opinion
23:44on writing with AI because ultimately
23:46you choose, which we'll kind of go over
23:49in a sec. But if you want the AI to do
23:51those things for you, to write for you,
23:52then I'm not entirely opposed to it, but
23:55you have to understand what we're going
23:56to discuss in a second. So, now I want
23:58to go over the best way to use AI in
24:01general when doing any of this because
24:03there's so much information on social
24:05media. You're getting You're just
24:06drowning in the Instagram Reels telling
24:08you to download a specific skill, like a
24:10cloud skill that you plug in and then it
24:12does things for you, which is great. But
24:13if you don't know how to actually think
24:16about using AI or go about using it,
24:18then you're going to run the skill just
24:20like you downloaded a Notion template,
24:22and then it's going to give you
24:23something you're be like, "Oh, that's
24:24cool." And then you're going to leave
24:25it. Or it's going to give you something
24:26that sucks and you're going to be like,
24:27"Oh, this doesn't work." Or AI just
24:29sucks or AI bad. Or AI just makes things
24:32up and hallucinates, so I'm not going to
24:33trust it, even though that's not how it
24:35works. People are just as stupid and
24:37hallucinate just as much. And if you go
24:39on social media, 99% of the people are
24:41giving you misinformation. There has
24:43never not been a time where you don't
24:45have to think critically for yourself,
24:47and just because you use AI doesn't mean
24:49that just goes out the window. Now, this
24:50section is going to lose quite a few
24:52people because it's a difficult process
24:54to understand, and it doesn't make sense
24:56until you actually do it. And it takes a
24:58certain level of systems thinking to
25:00understand it and implement it. But if
25:02you watch through this and you try to
25:04understand it, then when you go about
25:06using AI the next time around, you'll
25:08start to notice it and implement new
25:09things. Now, the problem with AI is that
25:12people think of it as some kind of just
25:14all-powerful being. And since it's not
25:16an all-powerful being, even though we
25:18essentially have AGI at this point, and
25:20many GPT-6, Astra, and Fable 5.1 still
25:24aren't able to do things very well
25:26without proper context. But since it's
25:28not an all-powerful being, when it
25:29doesn't do exactly what they want, what
25:32the person wants, because they don't
25:33know what they want, they just assume
25:35it's only capable of generating slop.
25:37And now, a great example of this, I saw
25:39a reel the other day where some guy was
25:42just saying, "Hey, don't use ChatGPT to
25:45build your website if you're a small
25:46business owner, because we can tell that
25:48it's AI." And now, if you actually use
25:51AI, you find this laughable. It's true.
25:54If you just tell AI, "Hey, build a
25:56website for this, this, and this," then
25:57it's going to look like every other
25:59AI-generated website. But if you give it
26:01examples and clear instructions, then at
26:03least you're off to a better start, but
26:05that's not the full picture. After that,
26:07you actually have to start digging into
26:09the details. You have to tweak the
26:11border radius and the color and the drop
26:13shadow and the layouts and how you want
26:15things to be. At that point, when you
26:17have the prototype or the template or
26:19the first draft, then you do what any
26:22other designer would do in Photoshop or
26:24Figma. You go through and you make all
26:26of the tiny detail adjustments so that
26:28it becomes unique, it becomes premium.
26:31AI can, in fact, make minor changes. You
26:33don't have to try to one-shot
26:35everything. Or when you're editing a
26:36video, yeah, you can have it go through
26:38and you can have it cut everything and
26:39put animations everywhere, but that's
26:41the broad sweep. And then when you go
26:43through, you're like, "Oh, this sucks."
26:44And then you stop using it. When you
26:46just go in and you say, "Hey, make this
26:48a little better. Do this. Do this. Do
26:50this." That's when the actual editing
26:52comes into play. It's probably not going
26:54to one shot something exactly how you
26:56wanted it because you didn't tell it
26:58what you wanted. And that's okay because
27:00you're probably not going to write a
27:021,000 word paragraph to the AI. You're
27:04going to have it do a broad sweep and
27:06it's like, "Okay, this is okay." And
27:08then you go through and you do the minor
27:10details. So, telling AI to create a
27:13website or write a newsletter or write a
27:15tweet today is exactly like just
27:18downloading a WordPress template in the
27:20past. People can tell because it's not a
27:22good effort. And there was just as much
27:24slop a few years ago as there is today.
27:27But AI is just some special case that
27:29people really dislike. So, you can stop
27:31there and have a pretty terrible website
27:33that doesn't make your brand unique in
27:35the slightest. Or you can use that as a
27:37starting point to iterate from. Just
27:39like you can build an app, but then you
27:41have to resolve issues and bug fixes
27:43until it's actually a good app. Now, the
27:45baseline for what is considered this
27:48modern WordPress template or slop will
27:50continue to rise, forcing people to
27:52develop more taste and experience if
27:54they actually want to stand out. And
27:56this is part of why my opinion around
27:58writing with AI is changing. Because if
28:00you treated it like you did when you
28:01actually sit down to write, you'd
28:03realize that you'd have more control,
28:05more creativity, more opportunity if you
28:07used AI. But what people do is they say,
28:10"Hey, write this newsletter for me." And
28:11when it's not good, they just consider
28:13it slop. Or they think it's okay and
28:16they make the choice to post it because
28:18they don't have taste or experience. And
28:20I think taste is what you're not willing
28:22to put out into the world. And so when
28:24they post it, people immediately tell
28:25it's AI. But for people who actually
28:28treat writing as a craft with AI, nobody
28:30can tell because it's not the baseline
28:33WordPress template. And it's something
28:35that you choose to post because it
28:37represents what you would have said. It
28:39represents your values, your worldview,
28:41your opinion. And it's not like writers
28:42are super authentic anyways talking in
28:44the voice they talk to when they're
28:45talking to a friend. No, they've created
28:48their writing voice and they're faking
28:49it. They have a mask on and that's okay.
28:52That's what part of being human is. So,
28:54with that out of the way, what do we
28:55actually do? How can we create something
28:58like the weekly content strategist that
28:59I showed you that's actually good? The
29:02first thing is that you need to know
29:03what good looks like or have an example
29:06of what good looks like. Because when it
29:07comes to good content or good posting on
29:10social media, there's a lot at play.
29:12There's the structure of the post,
29:14article, or newsletter. There's the
29:15creator's vibe or energy signature.
29:18There's the throughline of their brand
29:19and big ideas they incorporate
29:21consistently to get their worldview
29:22across. And there's the unique ideas
29:24they stumble across that help them stand
29:26out from everyone else. So, all of this
29:28needs to be accounted for. No AI is
29:30going to tell you that. No AI is going
29:32to do that by default. You can only find
29:34it through mentorship or experience or
29:36learning from someone who has that
29:38specific knowledge because there is no
29:40one way to create content. But now that
29:42you know these things, you need a
29:44reference or an example or instructions
29:46that you can give the AI to constrain
29:49the context. That means giving it
29:50YouTube titles and transcripts of videos
29:53that represent the type of content you
29:54want to create. It means Reels
29:56transcripts, Substack notes or articles,
29:58X posts or articles or ample examples of
30:01the style of writing that you like.
30:03That's how I start out most AI chats
30:05these days. If I know what I want, then
30:07I just give detailed instructions. In
30:09the past, I've written 2,000-word
30:10prompts teaching it to write tweets like
30:12I do and it gets extremely close. But
30:15you wouldn't be able to do that just by
30:16asking it to look at my best tweets
30:18because it will try to templatize those
30:20and doesn't account for the thinking
30:22process that went into writing them. And
30:23now more importantly, if I don't know
30:26what I want, then I start researching
30:28and I ask questions until I have clarity
30:31and fill the context window with the
30:33right information. So, if I'm designing
30:35something, then I need a reference. I
30:37need to go look on Mobbin or another
30:39inspiration site. If I'm writing
30:40content, then I have to go to Eden, the
30:42discover tab, and find high-performing
30:44ideas. What that means is I don't just
30:46say, "Hey, write me a newsletter on this
30:48topic." I ask questions to decide which
30:50newsletter to write about. So, in your
30:52case, you could ask something like, "I
30:54want to write one of the greatest, most
30:56engaging newsletters in the world,
30:57something that stands out and doesn't
30:59sound robotic. Let's treat this as a
31:00brainstorming session until we land on a
31:02style that I like. Start by asking
31:04clarifying questions on what you need
31:06from me to make this happen. We'll go
31:08from there." And then at the end of this
31:09conversation, and after giving it
31:11different examples, ask it to condense
31:13it into a document or a skill that
31:15you'll be able to transfer between
31:16different chats. Now, the second thing
31:18is that you need to understand the
31:20process that gets results, or start with
31:22someone else's process until you develop
31:24your own. So, for something like a
31:26content strategist, this isn't as simple
31:28as just telling the AI to research
31:30top-performing posts, because that's not
31:31the only thing that a content strategist
31:33does. And if you don't know that, then
31:35you're not going to be able to implement
31:36that in your business. Asking it to
31:38research top ideas is what a
31:40below-average person would do. So, if
31:42you ask Claude to do that, even though
31:44it's genius-level AGI intelligence,
31:47simply because you asked it to do
31:48something that is what below-average
31:50people do, then the results you get are
31:52going to be below average, because it's
31:54not going to tell you, "Hey, do this
31:55instead." And the below-below-average
31:57person would just ask the AI to write a
31:59viral post for them. So, when I think
32:01about my own content writing process, it
32:03goes like this, and this is what I would
32:05try to distill into a workflow with AI.
32:08First is I read books, save ideas, have
32:10conversations with friends, listen to
32:12long lectures for ideas that nobody is
32:14talking about online. Then I pick an
32:16idea at the intersection of one, what
32:18I'm excited to write about, two, what
32:20people will massively benefit from, and
32:22three, what is already validated and
32:24performing well. The third thing is I
32:26brain dump title ideas for the article
32:28or script, then I find the best ideas
32:30that would fit into that piece. Fourth,
32:32I consider which long-form structure
32:34would be the best to house those ideas
32:36and start outlining it. And then fifth,
32:38from that outline, I brainstorm 10 to 10
32:40short-form content ideas that I can take
32:42and run with. And this is also
32:43considering that I already have the
32:45branding side of things down, which is
32:47an entirely different process and story.
32:49Because that's what would allow the
32:50content strategist to understand my
32:53worldview, my influences, my mission,
32:55and my brand identity. So, the difficult
32:57part is turning all of those into a
32:58process that the AI can help with.
33:00Because it obviously can't read books or
33:02discover ideas for me. That's the edge
33:05then that can't be outsourced. That's
33:07what makes your process a bit more
33:09irreplaceable than the next person's.
33:11But, I can capture all of my ideas into
33:14my Eden library, which auto tags and
33:16connects ideas so the AI can pull from
33:18them as a bank of ideas each week to
33:20give me a few options that are likely to
33:22do well. Meaning, I can focus more on
33:24reading and learning rather than
33:26treating it as something to outsource
33:28because I enjoy that process. Then, the
33:30main thing I need to do is instruct the
33:32AI on how to perform good research, what
33:34ideas are worthwhile. So, as an example,
33:37celebrity posts that went viral aren't a
33:39signal as to what's performing on social
33:41media. Small to mid-size accounts
33:43outlier posts are. Then, how to match
33:45the right topics to my own novel ideas,
33:48and examples of my own content
33:49structures that have worked in the past.
33:51Then, you have it spit all of that out
33:54into a table that it can update and
33:56reference every single week.
33:58Now, the third thing you need is to
34:00continuously improve and iterate the
34:01system you build as you've always needed
34:04to do. This is more life advice or
34:06reality advice than it is AI advice, but
34:09we are building a system here. Life is
34:11systems. Your mind is a set of nested
34:13systems. The road is a system.
34:15Everything is a system. So, we're
34:17building a system, and if you've ever
34:18used a Notion template or had any form
34:20of morning routine, you understand that
34:22sometimes a system isn't always
34:24reliable, or you outgrow it, or
34:26something throws a wrench in it, and it
34:28just doesn't work out for that specific
34:29situation. But, that isn't a reason to
34:31think that the system doesn't work
34:33altogether, and it doesn't mean that you
34:35abandon it entirely. It means you
34:37iterate and make it adaptable. So, with
34:39AI, what this means is that whenever you
34:41notice something wrong, or off, or that
34:44looks like slop, then you tell it what's
34:46wrong. You improve the system. You give
34:48suggestions. You ask more questions. You
34:50start to move in a different direction
34:51until you get to where you actually want
34:53to go. Personally, I think most people
34:55are just afraid of the uncertainty that
34:57comes with AI. It's very similar to
34:59entrepreneurship. It's directly engaging
35:01with the process of trial and error.
35:03Simply because they don't get the
35:04certain, cheap dopamine result that you
35:06get everywhere else, they label it as
35:08bad, or it doesn't work, or oh, you're
35:10just outsourcing your thinking, when
35:12it's the complete opposite. And they're
35:13just repeating that because it's a line
35:15that was programmed into their head. So,
35:17who's the more machine-like person here?
35:19Like, everything we just talked about
35:20just doesn't click for them. And that's
35:22fine, because people like this, people
35:24where none of this clicked for you, you
35:26need to actually step into the arena and
35:28stop trying to outsource things before
35:31you even know what to outsource. You
35:32can't outsource content until you've
35:34you're actually doing content. You can't
35:36outsource something that doesn't exist.
35:38You can't automate it. Most people are
35:40trying to automate things by downloading
35:42the skills before they even have
35:44anything worth automating. You don't
35:45even have anything that works yet. But,
35:47for those who did understand this, you
35:49understand how revolutionary it is. So,
35:51I hope this was helpful. I hope the
35:53custom AIs with the link in the
35:54description serve you well. And if you
35:56want to build your own custom AI, or
35:58tack a course onto it and sell it in
36:00Eden, then that will be available very
36:01soon, and I'm super stoked about that.
36:03So, we'll talk soon. Like, subscribe,
36:05while you're here, it's just a click of
36:06a button, and I'll see you in the next
36:07video. Bye.

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