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Eric Siu argues that repeating simple, proven marketing tactics beats chasing new trends, and that AI's real value lies in boring systems and process improvements that save time and costs, not flashy features.
Eric Siu argues that repeating simple, proven marketing tactics beats chasing new trends, and that AI's real value lies in boring systems and process improvements that save time and costs, not flashy features.
It's often the boring things that work out well. And the biggest companies, they end up just doing the same things over and over and over. It's not like they're trying to be perfect at everything. And that's one of the problems with marketing. I've had that problem in the past where there's a lot of shiny object syndrome, but you dial that back a little bit, just focus on what actually works well and just keep doubling, tripling down on it.
Totally. And that's the big issue that we see with AI. All the companies want to do it for this latest sexy thing that someone's talking about at a conference and showing a video of this cool feature. I'm like, yes, but will it really generate you that much traffic? Oh, not really. Okay. Will it generate you tons more revenue? Oh, not really. Using AI for systems and processes. Oh, that's boring. That saves you time. You're paying staff a lot of money. In my eyes, and I know in your eyes as well, that's the sexy stuff. But most people don't view it as sexy.
