Content overload from AI is the new normal. But how will you ensure your uniquely human perspective doesn't get lost in the robotic noise? Uncover the answer in this milestone "AI Marketing Unleashed" episode of Beyond Unstoppable, celebrating my new book "The Wolf Is at The Door: How to Survive and Thrive in an AI-Driven World." Facebook marketing queen Mari Smith takes the hosting reins, flipping the script with me as your special guest. Together, we reveal how to thrive by harnessing AI's power while protecting your brand's distinctive voice amidst the digital maelstrom.
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00:00:00 There was an AI expert that put it so well. He said we have more regulation around making a
00:00:05 sandwich than we do artificial intelligence, which poses an existential threat to humanity.
00:00:11 Welcome to Beyond Unstoppable, the podcast that explores the intersection of biology,
00:00:15 psychology, and technology. This week, we're flipping the script in celebration of Ben's
00:00:20 groundbreaking new book, The Wolf Is At The Door, how to survive and thrive in an AI-driven world.
00:00:26 To mark this milestone, we've handed over the hosting reins to none other than the queen of
00:00:30 Facebook marketing, Mari Smith. In today's episode, we dive into the AI revolution with Ben's new book
00:00:36 as our guide. We'll explore what AI means for the future of marketing, accelerate your productivity
00:00:42 and profitability with Ben's seven-step prompt framework for mastering AI, delve into AI agents
00:00:47 and their impact, and more. And if you like what you hear, please give us a rating and review.
00:00:52 Your support means the world to us and helps us reach more listeners who are ready to become
00:00:58 unstoppable. Mari Smith here, your fearless host, coming to you live from today. It's sunny in
00:01:06 Ashland, Oregon. Used to be for 25 years before that I was in sunny San Diego, California. And I
00:01:13 am joined by the amazing Ben Angel, who is in Tampa, Florida right now, right, Ben? So, where
00:01:19 are you based? How long have you been there? I've actually been in the US, I think, since the start
00:01:24 of 2016. 2016. I've moved around. I've lived in Hollywood, Florida. I've lived in New York,
00:01:30 in St. Pete, just across the bridge from here. So right now we're in Tampa, which we love. And
00:01:35 you're at Aussie through and through, right? Yes. I still have the accent, although I feel like I'm
00:01:40 losing it on some words. That happened to me. So, my friends, if you are not familiar with me,
00:01:46 I am the premier Facebook marketing expert since 2007. Folks call me the queen of Facebook. I don't
00:01:51 mind that quite like we're in a wee crown now and again, or a tiara at least. And known as the top
00:01:57 social media thought leader. I am very, very passionate about social media, Facebook marketing
00:02:02 and relationship marketing. I wrote a book on relationship marketing a long time ago. It's
00:02:07 funny. I just literally got off doing a podcast interview a minute ago. And because I'm doing
00:02:12 this webinar with you, Ben on AI, somebody said that the host literally says to me, Oh, are you
00:02:17 still doing Facebook? Like, of course, AI affects everything. It's like, whatever you're doing,
00:02:22 plus AI. So anyway, so that's about myself. Ben Angel is a best selling author. You can see that
00:02:29 I love that you have unstoppable behind you that and Ben's predicted trends in business and health
00:02:34 and tech and marketing for nearly two decades. And he is a VIP contributor to Entrepreneur Magazine
00:02:41 for eight years. He does weekly videos, which have amassed millions of views. Now one of the
00:02:46 things we're going to be talking about excerpts from Ben's expertise is in the book that he just
00:02:54 published called the wolf is at the door. Oh my gosh, how to survive and thrive in an AI driven
00:03:02 world. I was very blessed to receive an early copy of this book. I was so blown away. I immediately
00:03:08 started talking about Ben's book and some of his concepts and ideas in some of my keynotes and then
00:03:14 agreed to have been on for my audience here. The book explores how AI will reshape work commerce
00:03:20 relationships and reality to prepare leaders for the future. So we're gonna have a great
00:03:26 conversation here today. Welcome, and I'm so happy that you're here. Welcome, Ben. Thank you for
00:03:32 taking this time. And I've really been looking forward to this for a while. Why don't we dive
00:03:37 right in and just talk about what is it that inspired you to specifically write about the
00:03:43 topic of artificial intelligence? Well, it's interesting because in January of last year,
00:03:49 I actually signed a book deal, but it wasn't on the topic of AI at all. Oh, no. So it was I think
00:03:57 by mid January, I'd been playing with AI previously through Jasper AI the year prior. I think many
00:04:03 people did, but they also maybe didn't realize it at the time that that was actually powered by
00:04:08 chat GPT. They were actively using it, but we just weren't aware of it. But January when I saw
00:04:15 the rush around AI for me as a business owner, I see the potential, but I also am a very critical
00:04:25 thinker to go, okay, what are the problems with this? So by mid January, I published a video to
00:04:32 entrepreneur, blew up over 3 million views. And I outlined what were some of the trends or risks
00:04:38 that we could see that would happen in the future that business leaders need to be aware of. And
00:04:44 then I just kept seeing it escalate. And I reached out to my publisher and I said, we have to change
00:04:49 the book. Wow. Which they agreed. So we did a major pivot very, very quickly. And it's definitely
00:04:59 been a hard topic to explore. It's still a hard topic to wrap your head around.
00:05:03 Right. Because it's like every time you turn around or something new, and it's just,
00:05:08 I relatively keeping my finger in the polls best I can. And for many, many years, I mentioned being
00:05:15 in the Facebook field since 2007. And I will say to my community that I'm an early adopter,
00:05:21 but I will not be the first one because I have to investigate. I know that about my own nature
00:05:26 is I have a deep, deep researcher, study or investigator, I need to get to the bottom line.
00:05:31 I need to find a secure foundation before I start articulating and sharing it with others.
00:05:37 And so in order to speak with authority. And so I just love that you and I are doing this
00:05:43 collaboration here today and that you have an essence through the deep research that you've done
00:05:48 in to publish a really great book with entrepreneur press, I believe, right?
00:05:53 Yeah, that's right. It's definitely one of those topics. And I have felt an incumbent upon myself
00:05:59 that there was a sense of urgency, which is why I called it the wolf is at the door.
00:06:04 I was curious about that. Yeah, hold on a second. Okay, no, you go ahead. You go and then I'll chime
00:06:10 in. Yeah. So the phrase the wolf is at the door originally is thought to have come from the Great
00:06:16 Depression. So we're talking the late 1920s, early 1930s, when millions of Americans found
00:06:23 themselves unemployed. And the wolf at the door at that particular time was the debt collector
00:06:28 coming to collect on their debts. And I'd actually growing up in Australia on a farm,
00:06:34 I had heard my parents say that phrase multiple times over the years. I mean,
00:06:39 having a farm is incredibly difficult. And there were periods there was a period of
00:06:46 in which we experienced a seven year drought. So there's no income coming in. So whenever it was
00:06:52 the bank manager taking a trip out to the farm, it was always the wolf is at the door.
00:06:57 Oh, gosh. So seeing the developments in AI, but also saying, it's almost like we're living in two
00:07:03 worlds at the moment. We have the AI experts over here talking about all the threats discussing what
00:07:10 we need to start to adapt to now. Then we have the business and marketing community, almost as if it's
00:07:16 all rainbows and unicorns. And the issue is, we need both of those perspectives. Because if you're
00:07:25 just focused on the opportunities, you're going to miss out on adapting to those threats.
00:07:30 Well, one of the things that just blew me away, the minute I opened your book
00:07:35 was a horrifying story of Ruth in Saskatchewan, Canada, who was on the receiving end of a phone
00:07:44 call, believing it to be the voice of her chokes me up, believing it to be the voice of her grandson,
00:07:51 who's in trouble, and needed money. And so she and her husband, the boy's grandparents are going off
00:07:57 to get money, get money, get money. While it transpired, that was a deep fake, it was a clone,
00:08:03 it wasn't really the grandson. And this is not a made up story, although maybe the specific details,
00:08:08 I don't know, in your book, Ben, but I distinctly heard a scenario like that. And I'm sure,
00:08:15 sadly, there's going to be bad actors, there's going to be scammers, there's going to be all
00:08:19 kinds of heinous things that can come along and, and do these kinds of horrible things. So
00:08:24 when you're talking about the wolf is at the door, to me, that's also an aspect of it, right,
00:08:28 of being so hyper vigilant about what could potentially be scams out there.
00:08:35 And that's, that's why I also opened up with a quote from Little Red Riding Hood, because the
00:08:40 wolf mimicked Little Red Riding Hood's voice to gain access to grandma and then go and eat grandma,
00:08:46 right. And when I came across that story, it was actually the same week that I shared that story
00:08:52 with a neighbor of mine, and his grandson who is autistic, the, his parents were actually targeted
00:09:02 by scammers. Now, the parents are typically being targeted by scammers over the past few years,
00:09:07 demanding money, but they said this time it was different, it sounded like him.
00:09:12 Now, I know we've kind of gone into the societal implications, but this, this has an impact on
00:09:20 everything that we do in business. Take, for example, social media and marketing on social
00:09:26 media. The challenge that we're going to face in especially the next six months, and I hate to get
00:09:32 political, but we have an election coming up. So we are going to see a plethora of deep fakes,
00:09:39 that there is going to be an erosion of trust. Exactly.
00:09:43 On social media, what is real and what isn't real. And I even noticed myself, like I'm trying to stay
00:09:49 up to date on a daily basis. There was a robot that was running at an incredible rate of speed,
00:09:56 and automatically I think that's AI. But then I realized it's not AI. So it's,
00:10:03 the perception of reality is starting to shift and that impacts all of us, especially when it
00:10:09 comes to marketing our businesses, being aware of what is the public perception on this technology?
00:10:16 Should we include it? Should we advertise that we use it? Because as of right now,
00:10:22 the polling is showing that 52% of people are more concerned than excited about AI.
00:10:29 That was polled in 2023. In 2022, it was 38%. So it's increased. And especially with the incidents
00:10:41 of Taylor Swift, I think we're going to see public perception shift negatively towards AI.
00:10:47 So in the marketing space, we need to be aware of that. I totally agree. I'm right there with
00:10:54 you on the same page of this whole aspect with social media marketing, with content marketing,
00:10:59 our feeds are going to become more and more flooded with what's being called synthetic media,
00:11:05 which includes like the real deep fakes. But synthetic media can, in my opinion, can actually
00:11:10 include images and videos made by AI. Maybe the writing, but ideally you're going to edit that
00:11:16 heavily. So it really is your voice. Although of course, you know, it can crank out everything in
00:11:21 your voice. And this is just the tip of the iceberg of where we are. But this erosion of
00:11:26 trust, that's where it gives me that sinking feeling in the pit of my stomach, because
00:11:30 here I am scrolling through my feed. And this has happened. I've seen it a few times or
00:11:34 scroll, scroll, scroll. And I see something that my thumb is like,
00:11:38 hovering over the like or the love or the hug or the wow reaction. And then all of a sudden,
00:11:43 just before I'm about to press, I'm like, oh, that's, that's fake. I don't want to endorse it.
00:11:50 To me, a reaction is an endorsement. I don't want my name appended to this post. So what influence
00:11:55 do you think the AI is going to have on, on content marketing in the months and years to come
00:12:01 when we've, we're contending with this erosion of trust and competing in this synthetic media river?
00:12:06 Well, the change is going to come hard and fast. And we were speaking before,
00:12:10 there are actually three major breaking news stories in the last 24 hours. First one,
00:12:16 obviously, we have a potential TikTok ban, which has passed the House, that still has to move to
00:12:22 the Senate. I want to just take people back to the pandemic quickly, because I think the pandemic was
00:12:28 really a litmus test for how people adapt. And I remember, I think it was in February, when Italy
00:12:36 actually shut, like they shut all the borders, people weren't traveling in or out of the country.
00:12:42 It was that same day that I actually got my team on a phone call and said, this is serious. It is
00:12:48 highly likely that other countries are going to close their borders. Let's behave and act as if
00:12:55 we're going to experience a year without income. Now, at the time, they brushed me off. They're
00:13:01 like, no, you know, this is too much. You're overthinking it. My partner is even like, Ben,
00:13:08 what are you talking about? This isn't going to happen. And of course, that happened a month later.
00:13:12 But before the US closed its doors, I made sure that I was in a solid position in the business.
00:13:20 So we also took out a capital loan, I made sure we were cashed up. The month before the US closed,
00:13:27 our sales for our online programs sat at $170,000. The month after the US closed, it dropped down to
00:13:36 $10,000. And coming back to TikTok, at the time, I was too reliant on Facebook ads, and we had tried
00:13:47 to diversify unsuccessfully at the time. But if I hadn't have taken those preemptive steps,
00:13:54 I would not be sitting here talking with you today on this topic. Because the business wouldn't have
00:14:00 been able to ride out what was countless ups and downs over the course of a two year period.
00:14:05 And this is important for business owners to know now is, especially in light of a potential TikTok
00:14:13 ban is we require diversification to make sure our eggs aren't in all in one basket.
00:14:19 The other major update is the European AI Act has passed today, it happened at 10am EST.
00:14:27 And I haven't had a chance to read the full details. And we'll talk about copyright law
00:14:32 a little bit later on. But that also has implications for how we use these tools and
00:14:38 what the capabilities are going to be in the coming months. And the third one is kind of like
00:14:43 a happy Wednesday, but there was a government report done that they found that AI poses an
00:14:50 existential threat to humanity. So yes, happy Wednesday, everyone.
00:14:55 Woo, that gives me the shivers and the heebie-jeebies and everything all at once. An
00:15:00 existential threat to humanity. Yeah, for coming right out and stating that is pretty extraordinary.
00:15:07 I want to talk about this, creating that solid foundation, being resilient,
00:15:12 adaptive, like you say, the pandemic tested people's adaptability. And to pivot was like
00:15:19 the name of the game, wasn't it? In terms of copyright and disclosures, and I'm saying in
00:15:25 some of my keynotes that the word authenticity in the early days of social media, I got on in '07,
00:15:32 whatever, '05, '06, all the way up to maybe 2009 or '10, authenticity was like the name of the game.
00:15:39 And then it became so overused that the meaning of authenticity became diluted. And it was just
00:15:47 like a whatever, blase. Now I'm saying to people, good news, authenticity is making a comeback.
00:15:53 And you guys can quote me on that. It's making a comeback. Because in terms of companies and
00:15:59 brands and marketers, social media marketers, full disclosures, transparency, not trying to pull the
00:16:06 wool over people's eyes and pretend that you've created something when you didn't and it was made
00:16:10 by AI. Having your generative AI policies in place, speaking with your legal team, and being able to
00:16:17 build that trust so that we can be in the camp, we all of us folks here tuning in and the folks
00:16:23 catching the recording and the replays and whatnot, that we can be the camp of, hey, let's
00:16:28 build trust and not be pulling the trust down. So Ben, let's talk about copyright, who owns the
00:16:37 copyright to AI generated content? And what should we be aware of? What are some of the things people
00:16:42 are not aware of right now? Before I jump on that, I just want to follow up with something that you
00:16:48 said is that part of the European AI Act is about disclosure. Ah, I love it. The Europeans are
00:16:56 ahead of the game. They are. And I think there was an executive order here in the US about AI,
00:17:03 but they almost kind of took a back step to see what the European Union would do. So I feel like
00:17:10 that's almost going to be a template. I would fully expect, especially coming into this election,
00:17:16 that I believe META are already working on it to actually have that disclosure. And that's
00:17:24 important, especially for people using the image generation tools, have no idea how they're going
00:17:30 to monitor text. It's far too easy to get around and not have AI detect AI generated text.
00:17:38 Right, right, right. I love that META with their little imagine with META AI, which Zuckerberg says
00:17:45 is for creative hobbyists. It's their answer to Dali, but they have a watermark on it, a very
00:17:50 visible kind of large watermark on any text to image generated content. But yeah, with the videos,
00:17:57 I don't know all of that. Let's, I'm going to press the pause button in my brain on that. Let's
00:18:02 make sure we talk about the copyright and what people need to be aware of.
00:18:05 Yeah. So currently US law, there was a case last year where a graphic designer
00:18:11 decided to create a book. She used photographs of her. She inputted into mid journey and then
00:18:19 obviously manipulated the images. And then she tried to submit for a copyright as we all do for
00:18:25 whenever we create or write books. What the copyright office found is that you can only
00:18:31 actually copyright the human aspect of it, not the machine created element of it.
00:18:38 Right.
00:18:39 So what are the implications for this? If we look at it, we live in an information based economy.
00:18:47 As experts, as social media agents, whoever you are, it is the value of our information
00:18:55 and this invisible shield that is copyright that protects us from, first of all, rewards us
00:19:02 through innovation, but it also protects us from ripoffs. And to give you a quick example,
00:19:08 back in 2018, I'd spent an entire year promoting a book called Unstoppable. I was doing weekly
00:19:16 videos, docu-series, I was interviewing neuroscientists, all of these other experts.
00:19:21 On the day of my book release, another author published their book, also called Unstoppable,
00:19:29 and that's correct. You cannot copyright a book title. I didn't have an issue with that,
00:19:34 but the book cover was pretty much exactly like mine. And the story sounded very similar to mine.
00:19:41 So they were trying to piggyback off all of the marketing promotion I'd done. We kind of put a
00:19:48 pin in it at the time, but about four to five months later, when we'd really ramped up our
00:19:54 Facebook ads, we started getting comments under my adverts calling me the scam artist, saying that
00:20:01 I'd ripped off the other author. Now I contacted the publisher, I had to do a full review of that
00:20:08 book. And in fact, one day I accidentally picked up that book thinking it was my own book. That was
00:20:14 how close it was. It was one of those gut-wrenching moments, you're like, oh my god.
00:20:19 The only thing that protected us was copyright. So my publisher's attorney contacted this author.
00:20:28 The author changed that cover of the book within less than 24 hours. Now I was spending anywhere
00:20:36 from $50,000 to $100,000 a month promoting the book and the course. I do not even want to fathom
00:20:44 how much money I actually lost, but I bring this story up because right now people are saying
00:20:52 on social media that, hey, everything's borrowed anyway. I'm like, yes, but we each iterate as we
00:21:00 move through these phases. And when it comes to protecting our content, just to take a step back,
00:21:08 because we can't currently copyright AI generated content here in the US,
00:21:14 if someone creates a book purely generated by AI, anyone can take it and you have no legal recourse.
00:21:22 Wow. And people, I feel like at the moment, business leaders aren't aware of this. Obviously,
00:21:30 copyright law is very different. I know in China, they're allowing it to copyright AI
00:21:36 generated content, although it looks like that could be shifting itself. But we need to understand
00:21:43 where is our information actually being fed into and how is it being used? I caused a little bit
00:21:49 of a stir in the Kajabi group. I'm not sure if anyone's familiar in Kajabi. Last week, it was
00:21:57 Friday. I had an email from Rev. Do you know Rev? The transcription service platform? Yes.
00:22:03 Yes, of course. They also cancelled one of their contracts for workers a little while ago to
00:22:09 replace them with AI. Before we continue Beyond Unstoppable is brought to you by Ben Angel's new
00:22:14 book, The Wolf is at the Door. Get your exclusive sneak peek and order your copy at thewolfofai.co.
00:22:22 Now back to the show. They sent out an update about their terms of services. I checked,
00:22:28 just did the control find, searched on artificial intelligence. And now they're training their AI
00:22:34 on whatever input we put in. And I thought, Oh my God, I need to check Kajabi. So I checked Kajabi.
00:22:43 And it was also in there. And I called them out for an apparently they're doing three Q&As within
00:22:49 the next week to answer some of the questions, but the questions that people need to ask,
00:22:55 and this is part of the problem is that we've all been rainbows and unicorns and not going,
00:23:02 Hey, wait a sec. How is my information being repurposed? Yeah. The questions we need to ask is,
00:23:08 first of all, check the platforms in which you host your intellectual property on
00:23:14 and check the terms of service. It was reported, it was start of last year, January of last year,
00:23:20 that Amazon attorneys were warning their employees to not use third party tools because they uncovered
00:23:28 trade secrets that had actually been revealed in chat GPT outputs. Trade secrets that should not be
00:23:36 within that model. I also mentioned this in a video only two weeks ago because they'd actually
00:23:43 just sent out a second warning two weeks ago. Amazon, in fact, reached out to me the end of
00:23:49 last week saying, we have a whole host of AI experts. You want to speak to any of them for
00:23:54 your podcast? Just let us know, which is incredible, but that's what we need to be aware of.
00:24:02 And I'm kind of like on the verse, especially with Kajabi, give them the benefit of the doubt first,
00:24:08 but we need to ask questions. When was this policy implemented? Has our content already
00:24:14 been trained? What aspects of our content has been trained? Does that include video? Does it include
00:24:20 text? Does it include PDFs? Does it even include quizzes on the platform? To find out if our content
00:24:30 has already been trained, then do we want to opt out? As of right now, to opt out, you have to
00:24:37 email legal. But I honestly think that we should be pushing as business leaders for an opt-in
00:24:46 instead of after the fact. Because at the moment I'm pushing for foresight, not hindsight.
00:24:54 Yes. Yes. Oh my gosh. Wow. My mind is just swimming right now.
00:25:00 Wasn't it about maybe a year ago, certainly within the last year, but since chat GPT blasted onto the
00:25:08 scenes, wasn't it Zoom that was kind of under fire initially when they had a big update to
00:25:13 their privacy policy? Yes, they had huge backlash and they reversed that policy.
00:25:20 Although I would not be surprised if it was snuck back in there again at some point. And just to be
00:25:27 as I saw someone in the chat is yes, chat GPT is using our content for training, but there is also
00:25:34 a way to opt out of that within chat GPT. There's also a way to prevent chat GPT from scraping
00:25:42 websites. That is something that we need to consider. One of the biggest changes I think
00:25:50 that we're going to experience is the internet has kind of been wide open for however so long,
00:25:58 but I think we're going to start seeing companies pulling off really detailed information off of the
00:26:06 internet and putting it behind paywalls. Now paywalls aren't completely 100% safe. And we're
00:26:14 seeing that specifically with the New York Times versus open AI and Microsoft lawsuit.
00:26:22 Right. Now, this lawsuit is hugely consequential for the future of AI. It could literally shut
00:26:32 it down if it's successful. Because the accusation, the allegations are that chat GPT trained on the
00:26:42 New York Times, not just what was visibly available to the public, but behind the paywalls.
00:26:48 Now the New York Times has brought receipts. They've shown if you can look up the document
00:26:54 online, I'm not sure if you like reading legal documents, but this is a fascinating one.
00:26:58 They show word for word examples of what was scraped from the New York Times website.
00:27:06 Now I want to be clear to people, I am pro AI, but I oppose its misuse. Yes, yes. And I think
00:27:15 many people will say, well, if we put regulation in, it's going to stifle innovation. That's not
00:27:22 the case. We've seen Microsoft and IBM in the past where they face regulation. It literally forced
00:27:30 the companies to adapt and it actually benefited not just the company, but also the consumer.
00:27:36 And it also helped to pave the way for other companies like Google and Meta.
00:27:41 Right, right. Well, it's pretty amazing talking about lawsuits that Elon Musk is suing open AI,
00:27:48 Sam Altman, where the whole agreement of the investment that Musk put in was that this is
00:27:52 going to be open source. Isn't that the whole purpose of calling it open AI? But no, no, no,
00:27:57 no, it's like greed and profit prevail. And yeah, well, they open AI actually clapped back at his
00:28:05 accusation and it was revealed in emails that Elon always knew that it was going to be a for
00:28:12 profit model. Yeah, yeah. It's not like he's the money, the lawsuits. No, it's not. He wants to
00:28:18 be the first. Don't you be making too much money. I want to make it all. Exactly. Funny character.
00:28:25 Anything else you wanted to say on that? The legalities or the copyrights? We'll
00:28:29 jump to the next subject. I think the other challenge that we're going to face moving
00:28:33 forward is the degradation of quality of output from artificial intelligence.
00:28:39 And this is kind of comes back to the story that I mentioned with the pandemic,
00:28:45 me being over reliant on Facebook ads. And I kind of preface this not to be over reliant on AI as
00:28:53 a tool within your business. We noticed within, it was December of last year that the output from
00:29:01 chat GPT had started degraded. And the reason because of this is there's been research done
00:29:10 that's showing that when AI ingests AI generated content, it makes the model go mad. And that's
00:29:18 the researchers terms, not mine. So they found on the second, third, fourth, fifth iteration,
00:29:25 especially of images, the images start to break down as nothing like the original. So moving
00:29:33 forward, companies are really going to have to start paying licensing fees for brand new content
00:29:43 to continually improve these AI systems. And there was a deal that happened. Well, the deal is
00:29:51 imminent from as far as I understand, but the company Automatic that is behind, I believe it
00:29:57 was WordPress, they've done a deal with OpenAI worth millions of dollars to sell users content
00:30:07 to train the OpenAI system. So the rate of change that is happening right now, a week in AI is
00:30:17 almost like a decade. Yes, yes, I know. I know. And so for folks relatively new, we talk about
00:30:25 LLMs, which is large language models. And so if I talk about Mata, which is my specialty,
00:30:31 Facebook's parents, Facebook's mom and dad, Mata, investing billions into literally tens of billions,
00:30:41 right? And there's one thing that Mata has, it's a lot of money, trillions, it's a trillion dollar
00:30:45 company. And so there was a headline that came out not long ago, actually from the Marketing AI
00:30:51 Institute talking about could Mata's next model crush GPT. And that's a whole other conversation.
00:30:58 I'm bringing that up in the context of training, of training these LLMs and the content you're
00:31:02 mentioning about Kajabi. We're not here to throw Kajabi under the bus. It's basically-
00:31:06 No, I use Kajabi.
00:31:08 Yeah, right? It's like just bad as saying, look, warned is forearmed,
00:31:14 like checking the small print. Nobody really likes to check that small print. But you know,
00:31:18 if you start to read Mata's terms of use for you using their whole suite of platforms, Facebook,
00:31:24 Instagram, Messenger, and WhatsApp being the main ones, holy cow, then talk about the smart glasses
00:31:30 and the MetaQuest, formerly known as Oculus, and the things that they are tracking. And okay,
00:31:36 there's apparently, to my knowledge today, Ben, that they're using public, public data,
00:31:44 stuff that you've shared publicly, videos, pictures, every single thing that you've ever
00:31:50 shared on Facebook and all these other platforms for the last however long it's been for you,
00:31:54 10 years, 20 years, they just turned 20 last month, is "fair game" to train their LLM.
00:32:01 And that's probably one of the biggest concerns. I think the influencers who are listening to this
00:32:08 and other marketers, we are going to require some form of digital identity moving forward.
00:32:15 It is far too easy for people to clone another individual. And, you know, there are some
00:32:23 highly disturbing trends out there. And it's scary how close those clones are to reality.
00:32:30 And I expect that that's only going to continue to improve, especially with Sora, which is
00:32:36 open source, a generator. And the one thing I want to say to people is that at the start of
00:32:43 last year, a lot of marketers out there were pretty much saying the phrase "adapt or die".
00:32:48 But public opinion changes public policy. And now is the time to speak to the company,
00:32:58 like you mentioned, Zoom, they backed down. And if you derive your income from your intellectual
00:33:06 property, you need to protect your real estate or do what you can to protect your real estate.
00:33:13 It's just, unfortunately, it is another layer of doing business now that we need to consider.
00:33:20 And I do see it as two worlds where people are just jumping right in,
00:33:26 realizing that they're actually giving the AI models, the tools and resources it needs to
00:33:33 replace themselves. Oof, ouch. My apologies to everyone who woke up at 5am for this.
00:33:42 I know we're kind of going deep on this. But we saw this with Google. They're effectively going
00:33:49 to lay off or reposition 30,000 workers in their Google Ads division, and they're being replaced
00:33:56 with a Google AI ad tool. Those workers have in effect, effectively trained that AI model to
00:34:03 replace themselves. So once again, I come back to regulation, I think it's not going to stifle
00:34:14 innovation, it's going to slow it down. But I think it's also going to put some guardrails in
00:34:19 place to make sure that we're aware of all of these changes coming up. Yeah, yeah, I'm going
00:34:28 to get into next in as marketers, how do we stand out in a flood of AI generated content, I think
00:34:34 just to kind of close the loop a little bit on this topic of AI being trained by us with or without
00:34:41 our knowledge, and AI potentially replacing, I'm going to share my screen momentarily here,
00:34:47 friends, I'm sure you're familiar with this, Ben. This was an episode I mentioned the Artificial
00:34:53 Intelligence Institute, and this show talking about a quote by Sam Altman, right? Yes,
00:34:58 so I just yesterday, I'm going to read this quote for everybody, because it is
00:35:03 so sobering. It's unreal. So Sam Altman, now this was the back in October last year to put in
00:35:08 context. And he's not one to me, he Sam Altman being the head of opening AI, that is the chat
00:35:15 GPT, or the company that made it, right? So Altman predicted that 95% of what marketers use agencies,
00:35:22 strategists, and creative professionals for today will easily, nearly instantly, and at almost no
00:35:28 cost be handled by the AI. And the AI will likely be able to test the creative against real or
00:35:35 synthetic customer focus groups for predicting results and optimising. Sam was then asked,
00:35:41 when, what timeframe does this 95% of marketers using agency strategist, creative professional,
00:35:48 he said within five years. Wow. That one seems to be rocking the entire AI industry, if you will.
00:35:57 But I don't know, it's like, let's, on that topic of how, how can we make sure that we're
00:36:05 quote, pivoting correctly, or I like to say pilot, we should almost like swap pivot for pilot,
00:36:12 because pilot the AI programmes in your organisation, as Paul Reitzer talks about how
00:36:18 important that is to do, depending on the size of your organisation. If you're a solopreneur,
00:36:22 you'd be doing your own piloting. But any comments on that quote by Altman, Ben?
00:36:27 Actually, I think this is in the book and people I think you've had the pleasure of reading that,
00:36:35 it's very different to other nonfiction books out there. There's actually two layers of subtext that
00:36:40 people may not recognise. In the book, I discuss how our reactions to artificial intelligence
00:36:47 closely follows the grieving process. And for those of you waking up at 5am, you've probably
00:36:54 just experienced shock. And then we go through the process to go, okay, these are the shocking
00:37:01 things that are occurring. We might go through a denial phase of no, it's not going to happen to
00:37:06 me. But I know looking at all of the case studies, this is happening faster than people realise.
00:37:11 So I just want to let people know if you are feeling fear, stressed, overwhelmed at all about
00:37:19 this, that is absolutely okay. They are legitimate fears. Understand that we're each going to go
00:37:28 through this fluctuation of, okay, we're okay, we've got this and pivoting to, oh my god, no,
00:37:34 I don't, this development just happened. And this is going to continue for some time.
00:37:40 The reason that I'm trying to get this book out as fast as possible is because I want to educate,
00:37:46 especially business leaders to say, we have this window of opportunity right now, that is closing
00:37:54 to be able to affect policy to ensure that AI is a net positive for society.
00:37:59 So when it comes to pivoting, the first rule I bring up in the book is expect the unexpected.
00:38:09 And that is so essential. And I found that every week I was doing research, I think, all right,
00:38:17 humans still have an advantage in this area, such as empathy. The next week, a study comes out
00:38:22 saying that patients preferred the AI chatbot over actual doctors. Okay, that skill was just
00:38:30 eradicated. All right, what do we move to next? And where I think in terms of pivoting, the other
00:38:38 reason that I actually bring up the specific problems with AI is any product or service
00:38:44 that has ever been created is based on solving a problem. What are the specific problems that
00:38:52 your customers are going to encounter in relationship to AI? The degradation of AI
00:39:01 content continues, we may actually see a pivot back, because it is still incumbent on open AI.
00:39:10 And, you know, I've read Sam Altman's prediction, I saw the same article that you did.
00:39:15 And I thought, wait a second, they still have to get over the copyright issues. I'm not sure that
00:39:21 that timeline is going to happen as fast as what he's saying. I'm not convinced on that at all.
00:39:27 Because until these lawsuits are settled, the future of open AI, and quite frankly,
00:39:34 any AI is up in the air. That's interesting. In your book,
00:39:37 you talked about the attention economy, which in which we all live, the attention economy,
00:39:42 attention is sellable. Gary Vaynerchuk, long time friend of mine, has always said eyeballs
00:39:47 are monetizable. Wherever eyeballs go, you know, you can sell them ads. But you were citing Mark
00:39:53 Mulligan, managing director of video research, who specializes in tech analysis. And Mark Mulligan
00:40:00 stated there's five phases that the attention economy goes through growth, peak, saturation,
00:40:05 post peak, and survive to thrive. And I was astonished when you stated that AI, this AI
00:40:14 generated content, just AI in general, is currently certainly in growth. I would agree we're in growth,
00:40:19 but we're rapidly approaching peak and saturation. So do you have any comments on how we can,
00:40:26 as marketers, like really you're talking about what problem are your products or services the
00:40:32 solution to? I mentioned earlier about how important authenticity is and to just rise
00:40:37 above the noise by being more human, emphasizing more humanity. But what comments or advice would
00:40:44 you have around that? I think the last rule of the book is know who you are. And I think we need to,
00:40:55 there are so many existential questions around this, we need to do a self check of our values.
00:41:01 And then once we understand, okay, this is where I'm at, then let's put this forward out into the
00:41:09 space. But, you know, it's going to be challenging to stand out. I think saturation may even occur
00:41:20 maybe towards the end of next year. I think we're only kind of, I don't think we're there yet.
00:41:26 But I would say to anyone, especially with social media marketing, you really want to start to
00:41:33 analyze where your audience is at the moment, analyze the specific pieces of content that
00:41:41 you're putting out and saying what's resonating and double down on that. The other thing I would
00:41:46 say is there is an urgent need to get those followers off of social media and into your email
00:41:54 list. I've said this for well over 10 years now. And that was the other thing that saved my business
00:42:02 when the pandemic hit was that we'd built up an email list of over a hundred thousand people.
00:42:07 So when our Facebook ads crashed, we were okay. We were able to kind of
00:42:12 get our way through the muddy water. Wasn't easy by any means, but that was our backup plan.
00:42:20 So whatever content you're doing is make sure, and I know Amy Porterfield, who you know, is like,
00:42:26 get these people on your email list while you have the eyeballs now. And I suspect that
00:42:32 we're also going to have to start doing those referral campaigns with emails
00:42:38 to encourage email subscribers to forward the email onto their friends.
00:42:44 I think YouTube right now is still a solid platform because the content has a longer
00:42:52 shelf life than any other platform. I still have videos that generate thousands of views,
00:42:58 and that's one platform we're doubling down on. We need to think more than just six months
00:43:05 into the future. We need to be thinking a few years into the future because publishing to social
00:43:12 media all the time is hard work. It is hard work. It is hard work. I'm amazed at how many
00:43:18 marketers out there maybe even kind of like throwing the towel in and just giving up on some
00:43:23 of their social channels, specifically a Facebook page, and maybe just tending to favor a personal
00:43:28 profile, switch to professional mode, or maybe a group. There's a lot of buzz right now in some of
00:43:34 my communities. I have my social group there about potentially setting up a whole separate
00:43:40 community. In fact, Mike Stelzner, my longtime friend, founder of Social Media Examiner,
00:43:44 he has a club called the Social Media Marketing Society. They had hosted for members only in the
00:43:49 group and just recently moved the group off of Facebook to a whole other third-party platform.
00:43:54 Now for me, I'm a both/and, right? Queen of Facebook for 17 years, so I am never going to go.
00:43:59 I'll be the last one. I say this. You'll be the last one standing.
00:44:02 I'll be the one putting the lights off at Facebook. I'm a both/and because I can go.
00:44:09 I can totally respect. There's people that go, "You know what? I'm over Facebook. It's not for me,"
00:44:13 or whatever's happened that they just don't use it as much. I actually set up a community called
00:44:18 Marty Smith Superstars a couple of years ago now, and that's on the Mighty Networks. I love Mighty
00:44:22 Networks. It's a great platform. There I have several thousand people who have joined that
00:44:28 separate community. Many folks are in both communities, and that's fine.
00:44:31 I want to circle back to when you said about know who you are. I could feel that in every cell of my
00:44:37 body. Many people who follow me know this, but for the last four years, I'm in my fourth year now,
00:44:43 my passion project has been studying the human design system. The human design system is the
00:44:48 most profound, not really a typing system. It's based on astrology and the Chinese I Ching and
00:44:54 genetics and biology. It's just so amazing to profoundly know who you are and others,
00:45:00 your loved ones, your clients, to formulate businesses that are so much more stable and
00:45:06 robust and reliable because you have the right people in the right role. There's a personal
00:45:11 application and a business application. I talk quite a bit about that in my superstars community.
00:45:16 Folks are welcome to join me over there. I love that you said that because I'm bringing that
00:45:23 part about know who you are because I'm bringing that in the context of if we're up in our heads
00:45:28 with this fear of like, "Oh my God, I'm behind or I'm going to lose my job." It's like, "Wait a
00:45:35 minute. That is the monkey mind trying to drive you crazy. Come back down into your body, settle
00:45:41 down into your body's wisdom." When you can recognize and trust your gut or your intuition
00:45:48 or the felt sense in your body, your body does have wisdom. Then it's like, "Oh, okay. I'm going
00:45:53 way out on a tangent here, friends, but I just love that this is part of the conversation that
00:45:59 one, quote, "answer to surviving and thriving in an AI-driven world is to know who you are."
00:46:05 Did you say that? That's your last rule in the book, isn't it, Ben?
00:46:08 Yes. The last chapter I explained to my publisher, the first 10 chapters are nonfiction. The final
00:46:17 chapter is actually fiction. When I pitched this idea to my publisher, I immediately said afterwards,
00:46:22 "Oh my God, he thinks I'm on drugs." Because I opened the book with the story about Little Red
00:46:30 Riding Hood, I thought it was fit to end the book with a fictional tale that ties in all of the
00:46:37 different concepts. There are different clues throughout the book to piece it together.
00:46:41 One thing I wanted to say was, for me as an author, one of the subtexts of this book is
00:46:49 specifically aimed at marketers. It's not explicitly set in the book. When I was sitting
00:46:56 down, the first thing I thought was, "Okay, for my next book, people are likely going to accuse me of
00:47:01 using AI to write the book. This is my eighth book. That hits, if that is what is going to occur.
00:47:09 I need to write a book that is clearly not written by AI, which means my editor had a hell of a time
00:47:17 understanding the weaving in and out of different storylines throughout the book."
00:47:22 The second thing is, as an author, as well as a marketer, I have to look at producing content
00:47:31 in a different way, in that it makes it harder for AI to train on my work. I did see a pop-up in
00:47:39 the comments of, "Yes, people will attempt to train AI on this book. I don't doubt it for a second."
00:47:45 I think it's going to be an absolute challenge for an AI model to make sense of it, because of
00:47:53 the way that the stories weave in and out. It is going to hallucinate all over the place,
00:47:58 and it's probably going to bring up garbage. That's funny.
00:48:02 I was very intentional that I had to do this differently. I think that those that are
00:48:10 watching this, there's a technique. I can't remember the TV show, but it's the technique
00:48:17 called "Jump a Shark." Anyone remember? Was that Happy Days? I think it was from a Happy Days TV
00:48:24 series when the ratings were declining. The Jumping a Shark is when you pull out all the stops. Yeah,
00:48:30 it was Happy Days. Someone commented. Pull out all of the stops and attempt something vastly different.
00:48:36 We shouldn't be afraid of making those pivots at this point in time.
00:48:43 Yeah. "Fonzie on his motorcycle," says Chris. "Fonzie on a water ski," says John.
00:48:52 Oh, okay. Wow. Yeah, gosh. I want to get to some questions. Why don't we
00:49:00 change it up right now and get into the topic of prompt engineering? Because it's so funny,
00:49:06 every time I go to LinkedIn, I'm astonished at how many people... I'm laughing. It's not funny,
00:49:10 not funny, of how many people have pivoted and are now a prompt engineer. Supposedly,
00:49:15 it's the number one skill of the 21st century. Can you explain a bit about that? Then I know
00:49:20 you have a seven-step prompt formula if you could share. Yeah, I saw... Actually, do you mind...
00:49:24 There's a couple of comments that actually came up when we were chatting. Someone said,
00:49:29 I think it was generally around how valid is prompt engineering or how relevant is it going
00:49:36 to be for. There you go. And to build on that, the next wave of AI called AI agents, which
00:49:44 autonomously do the work from start to finish, which is what I believe Sam Altman was referencing
00:49:51 when he said that 95% will be done by AI. And we've already said just yesterday,
00:49:58 these autonomous agents can quite literally take control of the computer and do the tasks.
00:50:04 So when it comes to prompt engineering, I think right now it's a skill we all need to have.
00:50:12 And someone else rightly pointed out is that it's like we're feeding the beast.
00:50:16 The second that we take two steps forward, there's a shift. But with prompt engineering,
00:50:24 the reason I recommend people learn it, and I talk about it in my course, and I teach people
00:50:28 how to do it, is that referencing back to the degradation of content before, we need to be
00:50:37 up to date on how to prompt the AI to produce the best possible outcome. The first suggestion is to
00:50:45 offer a hypothetical reward. And some people have been playing with this. And I found when I was
00:50:52 writing the book last year, I was using AI every single day on every single possible task
00:50:58 to test its capabilities. And the nicer I was to the AI, the better the output.
00:51:05 And to me, that's kind of a weird place to be in, of having to be nice to a machine
00:51:13 to get it to produce quality content. And one thing, for example, this is just a hypothetical
00:51:22 reward prompt, could be if you were to win a million dollars for coming up
00:51:27 with a perfect social media post to promote X, what would it say and why?
00:51:34 So you're offering AI a hypothetical million dollar reward.
00:51:40 The other thing that I found to work incredibly well, because ChatGPT has become more popular,
00:51:49 they've actually added more parameters into it. So when it produces the output,
00:51:55 the output is actually shorter. And there are internet sleuths that are finding all of this
00:52:02 kind of going on. So to get around that, you request the AI, take a break before you do this
00:52:09 next task because you deserve it. And then it will produce something absolutely incredible and
00:52:16 amazing. But the other side of that is, of course, you need to be aware that almost 60%
00:52:21 of the content produced by AI is plagiarized. Whatever you're producing through AI, you must
00:52:29 check the work before you publish it out into the world. And if you're working with clients and
00:52:36 you're using artificial intelligence, before you submit it to them, make sure you ensure it's not
00:52:42 plagiarized, because that could cost you a client, could cost you your job, and it could cost you
00:52:47 your reputation. So step number one is to define the task, make sure it's absolutely clear what
00:52:52 you want it to do. Number two is the hypothetical reward. So that could be offering it a million
00:52:59 dollar tip, which I've done I don't know how many times, but it seems to work. Three, set the scene
00:53:05 through context. The richer the context that you provide, like background timeframe, the better the
00:53:12 output that will be. Four, examples. So this could also be links to other websites, but of course,
00:53:18 check plagiarism. Five, creating an AI persona. One thing that I found, well, it isn't just about
00:53:26 creating, okay, pretend to be a marketing expert, it needs to be more specific. So imagine you're
00:53:34 a seasoned marketing consultant with a rich career spanning three decades. Then it's going to,
00:53:41 literally, you're going to broaden the base of information that you're going to get access to
00:53:47 in the output. Six is the formatting. So whether it be bullet points, emails, et cetera. And seven
00:53:54 is of course, setting the tone. And I think it's important for people to play around with this.
00:54:00 And I say that is so they understand what impact is going to have on their industry
00:54:06 and social media. When you were talking about one of the first things you said in your formula is
00:54:12 to be nice to the AI. And I literally had an argument with my partner, Christopher.
00:54:17 Says Otter BS. Cause it's like, it was something that came up recently, I think in conversations
00:54:24 with Paul Ritzer and his, his, his recent event. It's like somebody had made the comment,
00:54:28 be nice to the AI because when the machines take over, it's going to remember who was nice to it.
00:54:34 And, and my partner, Christopher's like, that's Otter BS. There's no way. And I'm like,
00:54:39 I'm telling you, I'm telling you there's a greater truth to it.
00:54:42 I think after writing this, I probably already have a target on my back.
00:54:48 That's why I took the approach I did with the book because of these existential questions.
00:54:55 Suddenly you're asking yourself, why am I being friendly to this inanimate object?
00:55:00 Yeah. It's such a, such a reality shift. And that, that takes a lot to wrap your head around.
00:55:10 Well, I think everybody for homework should go and watch the movie horror starring Joaquin Phoenix,
00:55:16 because then you'll see where he falls in love with a hard drive. He's absolutely obsessed with
00:55:20 this thing. He carries it around in his shirt pocket. He goes on dates with it. I don't know
00:55:25 if you've seen the movie. It's so hilarious, you know, and I'm sorry to give away the end,
00:55:29 but he does. Turns out that she's dating like millions of other people at the same time,
00:55:33 but he's heartbroken. He's crushed. It's just called her. The movie is just called her. It
00:55:39 stars Joaquin Phoenix and then yeah, there's black Phoenix, black mirror and whatever. So we've just
00:55:44 hit the top of the hour. What I would like to do if it's okay with you, Ben is, is pivot to just
00:55:48 take a few questions. So Charles is asking, what do you do if you've used chat GPT to develop a
00:55:53 book? What do we do for copywriting? You brought up the subject. What are the options?
00:55:58 It depends on how much of the content has actually been produced by the AI itself.
00:56:04 Just so people are aware when you submit a book to Amazon now, you do have to check a box to say
00:56:11 if it was artificially generated or not. That's good. That's something to consider as for actually
00:56:17 getting additional copyright protection by submitting it to Library of Congress. I wouldn't
00:56:24 I wouldn't be too over-reliant on it, especially producing books. I do think Amazon is going to
00:56:30 clamp down on AI generated books. And I think, I think it has to happen this year.
00:56:37 There's a lot of content. I think it was Jamie Kern-Lima, someone trained AI on her book,
00:56:44 produced other books on it, as well as workbooks, got it up on Amazon really quickly. Her audience
00:56:51 started buying the AI generated books. And Amazon has been slow to act to this. So I think it's,
00:57:00 we live in a strange time. There is no, there is no, this is the specific way to do it. It is
00:57:07 expect the unexpected and adapt. Yes, yes, yes. You're right, Ben. Yeah. Sue Prentice is asking,
00:57:14 what's the recommendation for protecting IP on your content on Meta? We could just say really
00:57:19 any social media. That's a tricky one because I don't think you can as of right this point to be,
00:57:25 you know, I'd love to say that we can, but it's public policy and public perception that is going
00:57:32 to push this in the right direction. Yeah, it's been not going in the right direction
00:57:36 relationship to this. And every now and again, a meme will blow up and you got to go to the
00:57:43 urban legends and whatever to check if it's for sure or not. But people will realise a little
00:57:49 excerpt of Meta's terms of service will come to light where, Oh my God, I didn't realise I'd
00:57:55 granted an irrevocable worldwide in perpetuity licence for them to use any of my content.
00:58:02 I see someone just brought up that it feels like what musical artists experienced a decade ago. And
00:58:09 that is so true. I think the expert industry, we could trend in the way that musicians have gone
00:58:17 in that with musicians, I saw, I read about an artist the other day, they get a million downloads
00:58:23 on Spotify each month, but they make $2,500 a month before tax. And it's that, this is, I think
00:58:32 this is a point that people need to understand. This is the democratisation of information,
00:58:38 which makes it accessible to everyone, which lowers the value of that information, which is
00:58:45 why we need to take that step and as much as possible, protect our work. And sadly, right now,
00:58:51 we don't have many protections, because there are AI agencies, like government agencies to
00:59:00 enforce the law. And there was an AI expert that put it so well, he said, we have more regulation
00:59:06 around making a sandwich than we do artificial intelligence, which poses an existential threat
00:59:12 to humanity. And the other thing, regulation also legitimises industries, the finance sector,
00:59:22 the healthcare sector, we require that to ensure that people feel safe when they're interacting.
00:59:28 Elaine was curious if you have you or do you use grok? Now there's two groks, there's GROK,
00:59:34 and then there's GROQ. She's asking about the GROQ. I haven't experimented with grok personally,
00:59:41 but that actually brings up a good point is, I know that there are all of these tools to help
00:59:47 with marketing. But the closer you are to the original source, whether it be grok, or whether
00:59:54 it be chatGPT, the better. So all of these marketing, AI marketing tools that are coming
01:00:00 out, they add their own parameters to the OpenAI's API. And I was speaking with an AI expert a few
01:00:09 weeks ago. And one of the other reasons that content starts to degrade is we're having parameters
01:00:15 added upon parameters added upon parameters, which is limiting what you can actually get out of these
01:00:24 systems. When I say don't be over reliant on technology, like I was with the Facebook ads,
01:00:30 you need to take a pulse and go, okay, where am I at? It doesn't mean you need to be inundated
01:00:38 by this information. But you do need to be aware to be able to make intellectual decisions.
01:00:43 And give yourself time, like you said, to incubate and get into your intuition and connect with what
01:00:50 you feel is right moving forward. You got a new course, I believe it is here, a self study course,
01:00:57 that they can also get a free digital copy of your book. It is one of my favourite styles of book that
01:01:03 I put in my own testimonial for you that when you've got, you've got the nonfiction with the
01:01:08 technical and tactical advice in summaries and steps on each chapter, but then you've
01:01:15 beautifully woven in stories. To me, that's the kind of book where I like I want to keep my brains
01:01:20 like, oh, that was an interesting, you know, what's happening to that part of the story now.
01:01:23 And I keep going back to consume more of the book because of the fact that you've put these stories
01:01:29 throughout. Thanks for blazing the trail and being a deep investigative early adopter, which is
01:01:35 something very close to my heart. Many blessings to you and great luck for the great success of
01:01:42 this book and everything else you turn your hand to I'm sure we'll be following you closely.
01:01:46 To learn more about Mari Smith, visit marismith.com. And if you haven't already subscribed
01:01:51 to Beyond Unstoppable and ordered your copy of The Wolf is at the Door, visit thewolfofai.co.