Whichever fits the job, and usually more than one. Tying a business to a single vendor means redoing the work each time that vendor changes direction, which lately is every few months.

Will AI replace my staff?

Not in the work I do. It takes the repetitive part off their desk so they spend the day on the part that needs a person. If a job is entirely repetitive that's worth knowing, but that's a business decision and it's yours.

Is this safe to let near customers?

Only with a person in front of it. Nothing goes to a customer without somebody reading it first. That's a rule I apply to my own business, not just advice I give.

We already pay for an AI tool and nobody uses it. Now what?

That's the usual starting point, and the answer is often to cancel it. A subscription isn't a fix for a process problem. Sometimes the answer is buy nothing, and I'll say so.

AI

The subscription nobody opens

Somebody sold you a subscription. It does something impressive in a demo and nothing in particular on a Tuesday, because it was never connected to how the work actually moves through your business.

AI made producing things free. That's the problem, not the opportunity — when everybody can produce everything instantly, the scarce thing is judgment about what's worth producing.

So we don't start with the model. We start with the part of your week that's boring, repetitive and still done by a person.

Workflow integration

The machinery that runs the boring part. Capture, drafting, scheduling, reporting, routing. Your people stay on the work that needs people, which is the entire point of automating anything.

We work across every major model rather than betting on one. Models change every few months and a business tied to one vendor’s quirks gets to redo this work every time that vendor changes its mind.

AI in the website

Building AI into the site, not building the site out of AI. Search that understands a question instead of matching a word. Chat that answers from your own material and says it doesn't know rather than inventing. Tools people actually use.

Every page still gets built custom. A site generated wholesale reads like a site generated wholesale, and the reader can tell.

Agents, and their limits

An agent can research, draft, schedule, file and report. It should never send an email to your customer, move money, or make a promise on your behalf without a person reading it first.

Machinery, not relationships. The moment a customer would read something as personal, a person writes it.

Write your voice down

If your business writes with AI — and it does, whether or not that was a decision — then what it sounds like is now a document. Positioning, voice, banned words, the things it must never claim.

Without that file every person on your team gets a slightly different company. With it, the tool sounds like you.

Questions people ask

Which AI do you use?: Whichever fits the job, and usually more than one. Tying a business to a single vendor means redoing the work each time that vendor changes direction, which lately is every few months.
Will AI replace my staff?: Not in the work I do. It takes the repetitive part off their desk so they spend the day on the part that needs a person. If a job is entirely repetitive that's worth knowing, but that's a business decision and it's yours.
Is this safe to let near customers?: Only with a person in front of it. Nothing goes to a customer without somebody reading it first. That's a rule I apply to my own business, not just advice I give.
We already pay for an AI tool and nobody uses it. Now what?: That's the usual starting point, and the answer is often to cancel it. A subscription isn't a fix for a process problem. Sometimes the answer is buy nothing, and I'll say so.

Everything we do

Start with the Game Plan. One hour together. One week of output. A clear plan you keep either way. $1,000 credited toward your build.

Get a Game Plan

AI