Transcript
00:00:0021,393,122 followers across all platforms for Layla, Sharan, and me in the ACQ brands.
00:00:08And I want to break down how to build a personal brand in 2026, both leveraging AI, but more
00:00:14importantly, in spite of AI, and how you can actually prove yourself as somebody that people
00:00:18will want to listen to. And so I think the big thing that has to be understood in AI is that AI
00:00:24will not equally disrupt all creators. And so creators actually sit on this continuum. You
00:00:30have low risk, and then you have high risk. So how can you have a high risk creator or low
00:00:37risk creator? Well, it depends on what is being asked of the consumer. So for example, if you
00:00:43consume a meme or you consume a stand-up comedy clip, the risk that you have is just the time
00:00:50that you're putting into consuming the clip, and the product of that creator is the clip
00:00:54itself. It's self-contained, meaning when you consume it, if you laugh, the value is already
00:01:00delivered. You have a complete cycle. And so these fall into the category of entertainers.
00:01:05And so entertainers, and I define entertainment as one thing, which is the objective of the
00:01:10content is to be consumed. So if you think about a perfect retention curve, if 100% of people
00:01:15watch 100% of a video, you would have a video that would go ultra, ultra viral, right? But there's
00:01:19nothing after that. It's just you consumed it, you have been entertained. So then what are
00:01:24the other parts on this continuum? So the next one you would have would be what I could consider
00:01:30a B2C educator. So what does that look like? Now, to be fair, do you have to be only one
00:01:36of these things? Of course not. You're going to vary along this continuum. It's not like
00:01:39there's a box that you're like, I'm only this or I'm only this. The different types of content
00:01:42you make may correspond with different parts on this continuum. And you also might even have
00:01:47within the same piece of content, a couple of them. You might have a little joke that you
00:01:50say that's entertaining of itself, but then you have a point that you'll make, which might
00:01:53lead to something else. We have to answer the next question, which is what's the point of
00:01:56education? The point of education is to change behavior, right? Like you don't put your kid
00:01:59in school so that they act the same. You put their kid in school so they can start reading
00:02:02or they can start writing or they can start speaking or they can start doing math. They
00:02:04can change behavior, right? And so the stakes are significantly lower for a B2C educator.
00:02:10So imagine a girl who's doing a hair tutorial or a makeup tutorial or a fitness thing for diet
00:02:17or for working out or somebody who's giving maybe relationship advice. The reason that I
00:02:21say it's lower risk is that let's say you start the diet and it doesn't work as well. It's
00:02:26not the end of the world, right? If you buy some last extensions and it doesn't work
00:02:29as well, not the end of the world. Now, can these people drive sales? Absolutely. I mean,
00:02:33Huda Beauty built an empire off of just this concept, right? And the thing is that she had
00:02:38credibility within that domain because she could demonstrate it live, right? She actually used
00:02:43the product. You see a before and after in real time using the implement. You say, I'm willing
00:02:47to take this risk. And so you do it. Now, AI will be best suited to interrupt the stuff on this
00:02:56side. Why is that? Because if you see a clip of an AI avatar girl who's doing her lashes or doing her
00:03:03hair and giving you tips on how to do it, the likelihood that you'll listen to it, even if it's
00:03:06AI is probably decently high. As long as the stuff seems like it makes sense, you'll be like, oh, I
00:03:11didn't know that. Maybe I'll give that a shot, right? Now, as you move along this continuum, when the
00:03:15stakes get higher, you're less and less likely to listen to someone who does not have third-party
00:03:19proof that's as demonstratable. So I'll explain. So this middle tier here would be what I would
00:03:24consider a kind of B2 prosumer, all right? So this is kind of where you get into your
00:03:31money stuff. So you look at people who talk about savings and investing money. That's like,
00:03:39is there certainly more risk to what you do with your savings and your money and investing than lashes
00:03:46and your hair and maybe even a diet? Ask most people. The answer would probably be yes, right? So if you look
00:03:52at some of the top creators in the space, let's think of some of them. So you've got Erica Taught
00:03:56Me, who's done an awesome job. Now, why do people listen to her? Because she talks about how to make
00:04:00disputes and ask for refunds. It's all about money. What is she? She's an attorney, right? She has
00:04:05more real-world credibility. What's another example? Vivian, too. So she's also, she's someone who came
00:04:12from finance. And so she has that credibility of kind of Wall Street, et cetera. And so she's leveraged
00:04:17and she talks about saving and investing and stuff. You think about like Dave Ramsey, right? He obviously
00:04:21has his big business success, which is big overlay on this. And he's been doing this for a really long
00:04:26time. So for each of these people, there's a little bit more proof that's required. Now,
00:04:30are there people who are making content in this space that have zero proof? Maybe. Are they the biggest?
00:04:36No. Why? Because listening to their advice is riskier than listening to somebody who has some
00:04:41visible proof. Hey guys, real quick. Many of you guys are getting started in business and don't know,
00:04:46but other entrepreneurs have already tried to help. And so 3.6 million copies were donated by other
00:04:51entrepreneurs in my book launch, and I'm donating these books as well. And so if you're starting in
00:04:55business and you would like the Ultimate Business Backpack, all three books, this one shows you how to
00:04:59figure out what to sell. This shows you how to get people to find out about it. And this one shows you how
00:05:03to make money from it. And when you have all three, you can actually get started. All right. On top of
00:05:07that, you have 30 days of school that you can get absolutely free. And all of this, including the
00:05:11books, including school, including shipping is $16. Yeah. Like we lose money on this. So go grab it.
00:05:18It's the ultimate thing I can give you, my gift. Enjoy. If you go there and it's shut down,
00:05:23it's because we ran out. But as long as the link still works, there's books. So as we move along the
00:05:27continuum, we have our B2B creators, right? And so I would consider myself in this category
00:05:35for a lot of my content, this included. I started this video by saying that we have over 20 million
00:05:41plus subscribers, followers, et cetera, across platform, because I have to give some credibility
00:05:44as to what I'm saying, right? Now, me giving credibility around that, an AI could totally
00:05:50replicate. Because if an AI has a lot of followers, for example, then that AI would be able to talk
00:05:56about it because it would have proof about it. That all makes sense. Now, if an AI is saying,
00:06:00hey, do this thing in your business, until there are AIs that have built gigantic companies that
00:06:08no human was involved in, then the likelihood that the AI will have the ability to gain the trust of
00:06:14the audience so that they listen to the advice goes down, right? And so like, why do we actually care
00:06:20about proof or demonstration in general to begin with, right? Well, we take it as a signal to decrease
00:06:26our own personal risk. And so if you have two people that you're listening to, one person that
00:06:30just GPT'd, hey, this is six things you need to do to scale your sales team, never sold anything in
00:06:35their life, never built a sales team, versus somebody who's built 10 sales teams and says,
00:06:40here are six things that you need to do. If the content was the same, which one of these two people
00:06:44do you think would have significantly larger followings? This one. Why? Because people can
00:06:48actually believe it. They're actually willing to take action on it because they say, okay, this guy
00:06:52probably knows what he's talking about because he's done this in the real world. Now, there is a little bit of chicken
00:06:55egg of the six things this guy comes up with versus the six things this guy's come up with. These ones
00:07:00will probably be a little bit better because he has in the trenches knowledge, and so there's a little
00:07:04bit of chicken egg. But assuming the information was literally identical, the person who has the most
00:07:08credibility wins, and not just by a little bit, by a lot of it. Like, why is Elon the number one
00:07:13business influence in the world? Because he's the richest man in the world, right? And so it will be
00:07:20increasingly difficult for AI to create the proof required for B2B and higher risk types of content.
00:07:30And so when we think about this, you're like, how do I make my brand or build my brand in a world where
00:07:36AI can duplicate anything? Well, we have to focus on proof. We have to focus demonstration. And if we're
00:07:42looking at this continuum, the more you're this way, probably the safer you are, at least in the short
00:07:47to medium term. Underneath of that, we get the next question, which is, okay, if that is indeed the case,
00:07:53what do I need to do in order to create content at scale that can compete with AI? Well, it's going to
00:08:00come down to how can I do demonstration at scale? How can I provide proof at scale in real time? For sure,
00:08:07it's great to have accomplishments. Accomplishments you can mention, right? You can say them one time.
00:08:11People can know that you sold a company or you're scaled or you're doing $250 million a year in
00:08:14revenue, whatever it is, right? You can have that stuff. But demonstrating in real time is something
00:08:20that is incredibly difficult to fake, right? Now, is there a world in the future where AI can take
00:08:26calls? Absolutely. It's probably a year or two away. It's not even that far. Maybe by the end of this year.
00:08:31But to what are you going to do today, like watching this video? Well, I'm going to give you
00:08:36a couple things that have worked really well for me. So, number one is, instead of saying, hey,
00:08:42of course, you want to do epic shit and then document it and then do more epic shit and then
00:08:46document it. That's no question. That would be more of a content creation method. So, it's like,
00:08:50you look at your calendar, you look at all your meetings, you put a plug in for each of the meetings
00:08:55because you do them virtually, so you transcribe them. Then you say, hey, AI, tell me the interesting
00:08:59moments from these meetings and then you can talk about them. So, rather than you making up stories,
00:09:02you actually give real examples, right? That is further along this proof to risk spectrum. So,
00:09:07that's a good thing. But is there something that's even better than that? And I think there is,
00:09:11which is, is there a way that you can engineer within your existing business motion, which is,
00:09:16how do you service customers of whatever it is that you sell, that you can bake in components of proof?
00:09:23So, how would that work? Well, if I were selling hair extensions, I would probably have sweepstakes and
00:09:32lottery tickets inside of the hair, which then creates a marketing motion that I can put around
00:09:37it, which why not? Then the winners, I can call in person to come to my salons where I can install
00:09:42them for them. And then all of a sudden, I've got this beautiful loop, a self-licking ice cream cone,
00:09:46if you will, of I sell, you know, customers come in, they buy products, those products generate
00:09:51marketing, that marketing gets more customers, those customers buy more products, and around and around
00:09:55we go. That is a self-licking ice cream cone. And you won't install it in every business you have,
00:09:59especially in light of AI, where proof is going to matter more than anything else. If you're in a B2B
00:10:04setting, it works the same way. Now, if you're like, oh, well, I, you know, this doesn't work for my business.
00:10:11You're not going to make it, dude. I don't know what to tell you. Like, if you can't think,
00:10:15how could I engineer a way for me to interact with my customers so that we could demonstrate
00:10:22the value of the products that we have in a real way, I don't know what to tell you. Like,
00:10:28I'm trying to think of like the most basic, you know, version of this. It's like,
00:10:31all consumer products are really straightforward, like literally use the product. That's, I mean,
00:10:34that's, that's, it's that simple, right? On the B2B side, it's going to be more around the
00:10:40proof that you can demonstrate around, let's say you're, you know, obviously you're a marketing
00:10:44agency. Okay. Bring someone in, walk through the campaign, bring the customer in and show it,
00:10:49right? Even if you're a small agency, do it with all your customers. Why not? Right? And worst case
00:10:54scenario, you make a marketing motion that's, let's say you only have 10 customers. Okay.
00:10:57Start doing these, these audits for people for free and document them. That's the trade. Hey,
00:11:02let me do a whole bunch of work for free. I'll document it and I'll just give it away. Who says no to that?
00:11:08Right? The big point here, zooming all the way out is that AI is going to disrupt disproportionately the
00:11:13lowest risk to the higher risk people in that order. To protect yourself, you want to do things
00:11:19that AI will be more difficult for AI to do. Now, is there a world where AI can literally do everything?
00:11:23Probably. Are we there yet? No. And so in the meantime, what do you do? You win with what you got,
00:11:29right? Which is we demonstrate our expertise and the quality of our products and services in front of
00:11:34people ideally to our customers, which we document. And if you don't have enough customers to do it,
00:11:38you do it for everybody publicly. That's the game that I think is going to keep you ahead of the pack
00:11:45of AI, GPT, avatar driven content, because the proof is going to be in the pudding and you want to make
00:11:52sure that you've got your first spoon in. I've talked publicly about my whole content strategies,
00:11:55live and interactive. That's what I'm doing. I'm showing you my cards. I'm telling you what I'm
00:11:58doing. All right. And so there's two types of content that you'll be seeing more and more of,
00:12:01and I'm trying to engineer more and more components of this into my existing business
00:12:05so that I can document while I deliver so that it's no extra added time, right? Because it's like,
00:12:10how does Alex make so much content? And so the reality is that I'm usually not making content.
00:12:15We're just capturing it, right? That's what allows me to do so much more volume. And so if you're
00:12:18thinking to you, it's like, well, if you have to sit down to actively record every single thing and
00:12:22you want to make 20 pieces, 50 pieces of content, you're going to do nothing but to stand in front of the
00:12:25camera. That's going to be really miserable for you, right? But if you do what you like doing,
00:12:28like for me, I love doing Q and A's with business owners. It's a lot of, I've had a lot of reps with
00:12:33it and I just like, it fills me up, right? And so in person, when we have events, if I have time,
00:12:39I go downstairs and I take questions. I can't do it all the time, but whenever there is an event
00:12:44that's happening and I, if I have a blank calendar, I'm going to try and get down there, right? If I do,
00:12:49like today, when I do a recording, I'm going to take calls from people who are in our newly launched
00:12:55a million dollar plus community for business owners, right? And so all of this is like,
00:12:59how can I feed the proof machine? Proof is both the third party. These things have happened. That's
00:13:05the big exits, the revenue, all that, like headcount, whatever. I have this many companies. And then
00:13:10there's the demonstration side of it, which is, can I see this person use their expertise in real life?
00:13:15Now, to be clear, this is a, this is hardcore more along the services side, but you can still do
00:13:21demonstration with products. You just physically demonstrate them rather than using your hands to
00:13:25do whatever service you have. And so hopefully that gives you at least a handful of ideas to think
00:13:28through like, not just, oh, well, I just sit in front of a computer all day. There's no way I can
00:13:33like document what I'm doing. It's like, yeah, you got to create the opportunity, no shit. And so
00:13:39hold a sweepstakes, hold a, a, a very limited thing where you email your whole list and say,
00:13:43hey, or you just take the 10 customers or five customers you got right now, go to their houses. Like,
00:13:47of course there's a way to do it. It just takes work, but you said you wanted to win. So welcome to the game.
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