Is Raw Authenticity Profitable In An AI World? Customer Journey Expert George Bryant Explains It!

Summary

Content Is Profit: Is Raw Authenticity Profitable In An AI World? Customer Journey Expert George Bryant Explains It!

Podcast Information:

• Title: Content Is Profit
• Host/Author: BIZBROS
• Episode: Is Raw Authenticity Profitable In An AI World? Customer Journey Expert George Bryant Explains It!
• Release Date: December 5, 2024

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Introduction

In this compelling episode of the Content Is Profit podcast, hosts Foz and Brian welcome back a distinguished guest, George Bryant, a renowned Customer Journey Expert. The conversation delves deep into the intricacies of authenticity in content creation, especially in an era dominated by Artificial Intelligence (AI). Drawing from his personal experiences and professional insights, George articulates the profound impact of genuine content on business profitability.

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Authenticity in Content Creation

George Bryant opens up about his transformative journey towards authenticity. Initially, George wasn't authentic in his content creation, which he describes as feeling like being "in a prison." He shares his struggle as a food blogger with a substantial following, where the persona he presented online was vastly different from his true self. This dissonance led to significant personal and professional turmoil.

• George (00:32): “Everybody thinks knowledge is power, but knowledge is a liability. Applied knowledge is power.”

The turning point came during a keynote speech where George decided to embrace radical honesty. Instead of delivering a talk on leveraging food for personal breakthrough results, he confessed his battle with bulimia, breaking down in tears on stage. This moment of vulnerability not only liberated him but also strengthened his connection with the audience.

• George (07:02): “There was this moment that shifted it all for me... I have to be honest with people.”

Foz and Brian commend George for his courage, emphasizing the importance of being true to oneself in content creation. They discuss how maintaining an authentic identity fosters deeper connections with the audience, which is invaluable for business growth.

• Brian (10:30): “The number one USP that everybody has that nobody can touch is your identity.”

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The Role of AI in Content Creation

The conversation transitions to the impact of AI on content authenticity. George acknowledges AI as a significant technological advancement but underscores its limitations in replicating human emotion and unique perspectives.

• George (25:18): “AI is probably one of the best advancements... But the thing it doesn't replace is emotion.”

AI can efficiently generate content based on vast data, such as crafting sales letters or synthesizing information. However, it lacks the innate ability to convey genuine emotion and personal experiences, which are pivotal in building trust and emotional connections with the audience.

• Brian (32:11): “What makes me an expert is... this limited special knowledge that I have... All that stuff.”

George elaborates that while AI can assist in content creation by providing frameworks and supporting tasks, the essence of authentic connection remains uniquely human. He cites examples where AI-generated content falls short in establishing the depth required for meaningful engagement.

• George (27:21): “No, like the way that I relate and articulate, that is what causes emotion in people.”

Foz brings attention to the increasing presence of AI in mediums like podcasts, highlighting potential challenges in maintaining authenticity. The hosts agree that while AI can enhance efficiency, it cannot replace the human touch crucial for sustained audience engagement.

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Practical Applications and Insights

The trio explores practical ways to leverage AI without compromising authenticity. George shares his personal strategies, such as using AI tools to summarize and distill information from sources like YouTube videos, which he then reinforces through repetition and active learning.

• Brian (36:10): “I'm using it to build more of my specific knowledge... creating flashcards.”

He emphasizes using AI as a supportive tool to enhance content quality rather than as a replacement for genuine human interaction. By focusing on personal experiences and unique perspectives, content creators can harness AI's capabilities while preserving their authentic voice.

• George (38:18): “AI is an incredible tool to build the resources or information that used to take our time to connect with people.”

Foz and Brian agree, highlighting that true success lies in the ability to connect emotionally with the audience, something AI cannot replicate. They discuss the importance of depth in content, advocating for quality over quantity.

• George (34:16): “It's not what you're trying to achieve... it's the depth of connection.”

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Conclusions and Key Takeaways

The episode culminates with profound insights on the synergy between authenticity and effective content creation in the AI era:

1. Authenticity Builds Trust: Genuine content fosters deeper emotional connections, essential for business growth and customer loyalty.

2. AI as a Support Tool: While AI can enhance efficiency and provide valuable resources, it should complement rather than replace human creativity and emotional expression.

3. Unique Perspectives Matter: Personal experiences and unique viewpoints are irreplaceable assets that set content creators apart in a saturated market.

4. Applied Knowledge is Power: Practical application of knowledge, rather than mere accumulation, drives meaningful engagement and profitability.

George (41:02): “Everybody thinks knowledge is power, but knowledge is a liability. Applied knowledge is power.”

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Notable Quotes with Timestamps

• George (00:32): “Everybody thinks knowledge is power, but knowledge is a liability. Applied knowledge is power.”
• George (07:02): “There was this moment that shifted it all for me... I have to be honest with people.”
• Brian (10:30): “The number one USP that everybody has that nobody can touch is your identity.”
• George (25:18): “AI is probably one of the best advancements... But the thing it doesn't replace is emotion.”
• George (27:21): “No, like the way that I relate and articulate, that is what causes emotion in people.”
• Brian (36:10): “I'm using it to build more of my specific knowledge... creating flashcards.”
• George (38:18): “AI is an incredible tool to build the resources or information that used to take our time to connect with people.”
• George (34:16): “It's not what you're trying to achieve... it's the depth of connection.”
• George (41:02): “Everybody thinks knowledge is power, but knowledge is a liability. Applied knowledge is power.”

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Final Thoughts

This episode of Content Is Profit masterfully intertwines personal anecdotes with strategic insights, emphasizing the irreplaceable value of authenticity in content creation. As AI continues to evolve, the dialogue between Foz, Brian, and George serves as a crucial reminder that human emotion and genuine connections remain the cornerstone of profitable and impactful content.

For entrepreneurs and content creators seeking to bridge the gap between authenticity and technological advancements, this episode offers invaluable guidance and inspiration.

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Follow the Content Is Profit podcast on your favorite platform and join the conversation on social media at BIZBROS to transform your content into profit!

Transcript

[Foz]

Foz, do you have anything kind to say before we announce this guest?

[Brian]

I mean, last time we had them on the show we cried. So we'll see what's going to happen today.

[George]

It's not that they have access to different information, it's how they deliver that information. Creating an emotional connection that empowers somebody to take an action. And that's what content allows us to do. Right?

[Foz]

Especially with the studio. We've seen a lot of people that they come, they start recording, they put a mask on. Were you always that authentic?

[George]

I'm actually really glad you asked because not a lot of people ask. And the answer is no, I wasn't. And it basically created a prison.

[Brian]

Specifically in an expert based business, right, where your face is a brand, your truth is the brand. And now I'm seeing like what dosing it says creates distance between you and your audience.

[George]

Everybody thinks knowledge is power, but knowledge is a liability. Applied knowledge is power.

[Foz]

What up everybody? Welcome back to Content is Prophets. Happy Monday. At the time of the recording, I don't know what day of the week this will be go out, but I hope you're having a wonderful day. Remember, go to beastrose.co forward/monetizebaby Surprise for you.

[Brian]

That is right. Hey, I know we were looking at the people signing up for that and we asked ourselves, why did we ever stop the previous, you know, goodies that we were giving away, they're back for good.

[George]

Yes.

[Foz]

If you downloaded the goodies, let us know. Was it helpful? Was it not? Is it moving the needle forward for you? We would love feedback. Send us a message.

[Brian]

Anyways, today we're thinking, actually we're thinking about maybe running a little workshop on the goodies.

[Foz]

I know to help you. You came in pumped this morning. I was like, I haven't seen you this pumped in a long time.

[Brian]

I got my double coffee.

[Foz]

Yes. Let's go, guys. Today we have a hall of famer of Continental Prophet. He's back after I saw it, after three years of not being continuous prophet. Three years. And I'm so stoked because I think what we're gonna be talking about, which I will reveal in just a second, it's so needed today in the online world, in the in person world, in business world. And he's become one of our best friends here in the entrepreneurial world, we. He's one of those friends that you don't talk to for like three years and then when you talk again, it's like he never left. Yeah. So I'm super stoked. Fuzzy, you have anything kind to say before we announce this guest?

[Brian]

I mean, last time we had him on the show, we cried. So we'll see what's going to happen today, guys.

[Foz]

Please welcome the great George, Brian.

[Brian]

Let's go, let's go.

[George]

I feel like I'm re united with my brothers. I'm just the non ethnic version. Like, I am the whitest white brother.

[Foz]

You are the diversity hire of Continents Profit.

[Brian]

The reverse diversity. Yes. I love it.

[Foz]

Hey, hey. I'm working on my comedic sets. Yes, yes.

[George]

That was actually a really good one. Like, I gotta give you props for that one.

[Brian]

Like 100% of the dad jokes bubble. That's pretty good.

[Foz]

We're getting better, George, man, We caught up maybe a couple of weeks ago and it was so good to hear from you. You know, you're up in Montana running these wonderful events and I see you, I see you online, I see you authentic. I see you consistent. You know, it's, it's amazing. And I think like, when we chatted, we, we chatted, we're like, let's do this show again. I think it's the fourth time that you come to content. So for those listening, go back and listen to the previous ones. And then after the conversations, like, we forgot to kind of plan what we're going to be talking about. And it was just so good. But what I really want to dive into is you're so authentic, man. You're like, it's you. There's no filter. And you know, I think in content today, especially with the studio, we've seen a lot of people that, they come, they start recording, they put a mask on and sometimes it's exhausting. And I think personally, we've been there where it's like, okay, I gotta become this Persona to be on camera. And then. But why? And that's something that I admire from you from day one, that you're so authentic on your content, on what you write, on what you do at your events. We just talked about that we're going to go into, you know, the shift that you did in your events recently. But I want to start with that, man. Like, were you always that authentic or was it like a day that you were like, you know what, screw this, I'm just going to be myself?

[George]

Yeah. It's such a good question. And I'm actually really glad you asked because not a lot of people ask. And the answer is no, I wasn't. Right. And it basically created a prison. Right. And the way that I would equate this Is like, if we all went to an entrepreneurial conference and we were in the room and we're, like, introducing ourselves to each other, the ones that we don't trust, that we don't feel safe with are the ones that we can tell are putting up a facade, right? And it's this thing that we do in person. But yet when it comes to being on the Internet, we're like, keeping up with the Joneses, right? We're like, oh, it's got to look this way or be this way or have this way. And truthfully, I learned the lesson the hard way. Because, you guys know back when I was a food blogger, right, I built that brand. I had, like a million followers. I had everybody. But it wasn't me. It was the version of me that the Internet, quote unquote, fell in love with. But the cognitive dissonance was insane, right? Because it was like I had. Truthfully, I've never said this. It felt like I was schizophrenic, right? Like, I had this personality. But then when I would come home, I'd be, like a completely different person, right? And, like, not knowing what was real, what was there. And then it's almost like keeping up with it, too. Like, I remember being in that brand and it's like, wait, did I just say that? I'm like, that wasn't honest. Like, I didn't really do that. I didn't have that. And so it wasn't like this one big moment. There was one moment that shifted at all for me, and I'll talk about that in a minute. But it was truthfully, what it looked like on paper is the business had grown, right? It was a seven figure business. But eventually the allure of, like this quote, unquote, personality started to run out, and I started to resent it. I started to, like, pull away and self sabotage. And so what was doing, you know, multiple hundreds of thousands of dollars a month slowly, over two years, eroded down to losing money every month. Because the longer it went on, the less inspired and driven I was to do it, because it was like, killing my soul. And truthfully, you guys know this, but I was a New York Times bestselling cookbook author in the Paleo space. Well, this is the truth of all of it, is I wrote that cookbook, and I'm on, like, a national bestselling media tour telling people to be healthy with their food. And I was still struggling with bulimia. Like, I was purging behind the scenes. Like, I was, like, stressed overeating. Not following my own advice. And it was like killing me. There was this one keynote where I was about to give it, and someone in my life was like, are you really going to go up there and lie to them again? And I knew exactly what was meant. Like, I knew instantly what was meant. I remember the talk like it was yesterday. I was going to give a talk on three ways to use food to create breakthrough results in your life. Because how you do one thing is how you do everything.

[Foz]

Yeah.

[George]

And so instead of giving that talk, because once I was checked, like, I couldn't unsee, right? And so I walked out on the stage and I had this white and blue pinstripe shirt on that was like purple. By the time I got on stage, I was drenched in sweat because I had to face every fear. Like, I was like, I have to be honest with people. But I was like, my career's over. My publisher is going to fire me. Right. I'm going to lose all my clients. No one's going to listen to this talk. And I'll never forget. I walked on stage and the only thing that came out of my mouth was, I have to say I'm sorry because I've been lying to all of you. And I, like, broke down in tears. And I was like, I'm struggling with this, I'm struggling with this. I'm struggling with this. And I couldn't remember another thing, right? And I just. It was probably like 90 seconds of radical transparency, which there was this book that I had read called Radical Honesty. And I poured it all out. And then, truthfully, I couldn't remember anything. So I'm just standing on stage and there's a couple hundred people in the audience. And I was in silence. Like, I didn't know what to do. Every part of me wanted to run. Like, I wanted to go jump off the stage, get in the back. And someone from the audience was like, okay, well, what are you going to talk about? And like, nobody. And I mean, like, nobody had an ill reaction to it whatsoever. And I was like, oh, okay. And like, I kind of like recovered. And I was like, okay, I'll give my talk.

[Foz]

Wow.

[George]

But there was this feeling in my body that felt like I took a 10,000 pound gorilla off my back. Right? Like, I didn't feel like I was hiding anymore. And that was the day that I got it. And that was the day that I was like, holy moly. Right? It's the same thing we teach our kids. Like, we want them to tell us our feelings or tell them how they're doing in their day. And I want to acknowledge this, too. We live in a world where authenticity is not really celebrated. Right. Like, we try to eliminate critical thinking. Like, we can't have differences of opinions. And I'm like, you can vote for who you ever want to vote for. I don't care. Just tell me why and we'll joke about it. Or make fun of me. Right. You can parent how you want to parent. Make dad jokes about the fact that I have to go pee pee when I need to go use the potty. Right. Like, make fun of me. Right.

[Foz]

Yeah.

[George]

But then in that season, what had really happened is that the more authentic I was, it had nothing to do with the outside world, the more in love with myself I became. And not from a place of, like, I've accomplished this or I've achieved this, but, like, just knowing this is who I am and this is who I want to be. And truthfully, it's been a muscle. And it's a muscle that requires flexing consistently. Right. Like, even for you guys. Like, I'll tell everybody I hadn't talked to you guys. I was in prayer. I was like, in a moment and I was like, I miss my bros. And I sent you a video half in tears, and I was like, I miss you guys. I love you guys. Right. Like, it's like my heart's on my sleeve.

[Foz]

Yeah.

[George]

But I also have to be unattached to what the response is to that because it has nothing to do with me.

[Foz]

Yeah.

[George]

What matters the most is that I feel in alignment and in my power. And so it's been something that I've kept at the forefront of my life as just letting people know how I feel. Not judging or projecting. But, like, no. Like, this is who I am. Like, this is how I feel. And trust me, I've made many, many mistakes. Because it is also a lesson in humility because opinions change and information changes and I've shared things and said things and then I've been checked and I'm like, thank you for your perspective. I see that. I appreciate that. Thank you for Minnie canceling me. But it's been more of a journey than it has been like, a finish line.

[Foz]

Yeah.

[George]

Because our perspectives change every day. But I think, truthfully, to the point of business, and you guys know this better than anybody, the number one usp, or unique selling position that everybody has that nobody can touch is your identity. And it's the one thing that everybody's afraid to share.

[Foz]

Yeah.

[George]

And it's like, whether it's your comic or your humor or your take on things or your perspective. Like, that's what makes you different. Because everything else is a dime a dozen. Products are dime a dozen, Content producers are a dime a dozen. But like, it's our unique view.

[Foz]

Yeah.

[George]

That makes us authentic and makes us different, but also the only way to maintain it for any period of time. Because I've been in an entrepreneur since 2010, so I'm getting old now, like really old. Because if you don't maintain like who you are, you end up losing the version of you. And you're like living a story and you're trying to keep up and you're like, who am I today? And like, what do I have to put on an embody? And like, what character from the Art of Seduction am I playing? It's exhausting. It's exhausting. So that's how it was for me.

[Foz]

I know Fonsi put a couple of questions. Can I make a couple comments before you.

[Brian]

I was just gonna say.

[Foz]

So I started to read a book, no more Nice Guy that I, Robert.

[George]

Greene, I know him very well.

[Foz]

Yes. And I'm starting the first chapter I started this weekend and I'm like, the first thing is like your authentic you.

[George]

Right.

[Foz]

And that comes with the good things and that comes with the bad things. And I'm sure that it's gonna be a life changing book for me personally. And then. So that's good. And the other comment I want to make is I've been obsessed with like this comic show and Tony Hinchcliffe, one of the feedback that he does to like on Kill Tony for his comedians is every time, be authentic, be you. What's your story? What's your material?

[George]

Right?

[Foz]

And you see all these people trying to do this, you know, facade material on the, on the comic side. And he hates it. He's like, no, like, what's your story? What's your thing? And I started resonating with that as soon as we started helping people with their content. It's like, what is our story? Like, what's our way to communicate? What's our way to tell this story? What's our way to do this? And I think, you know, leaning into that is so, so challenging in a way at the beginning. I mean, you, you live there at the highest of the levels, but to face the camera. We talked about this with minimal viable content. I'm putting in the reps and different things. So that's why I think that topic has been top of mind. And hopefully it Helps everybody that's listening today that, you know, at least the three of us have had some horrible experience by not being authentic. And the second that we leaned into, you know, to ourselves. And in our case, I remember having an identity conversation with Bart Miller and he's like, just be you guys. Like, it's, you know, just like, you don't have to dress up for the podcast, you don't have to dress up for the meeting. You don't have to, you know, whatever, like, do your thing. And that removes so much pressure for us to put ourselves in camera and put our message out there.

[Brian]

I think there's a. We live in a world that there's so many expectations. And, you know, when you're consuming content too online, you see how other people are doing it. You don't really know. Like you said, it's more like a feeling thing, energy. Like, are they being authentic or not? But at the same time, you're probably creating frames inside of your mind, like, oh, well, if I'm going to be successful, I need to do it that way. Right. But that doesn't feel quite authentic. And it's very interesting, right, because it can lead through a very dark road comparison, you know, lack of probably self confidence, self esteem. Something I wanted to comment on that you mentioned was radical honesty, right? And there's something really. I really like this because that's actually how I attribute my connection to my wife, because of radical honesty. Right. I had two previous relationships, four years each, right. And I always felt like I wasn't sharing everything. There were things that I felt like I was keeping hitting. I was afraid of what were they going to think, you know, if I share these things, et cetera. And then when I started dating my now wife, I remember we were laying down in bed, you know, talking one day, and in my mind I was like, she doesn't. I was just telling myself, she doesn't know exactly who I am. You know, like all these things, all these good things that I've done, bad things that I've done, you know, all these things that I'm ashamed of. And she could tell that something was going in my mind and she was asking me, like, what's going on? And around that time, I was actually. I finished reading this book called the Truth by Neil Strauss. If you haven't read that book, it's amazing. It's out there, but it's pretty amazing. And he talks about kind of like the distance that gets created between you and one person when the truth is not being shared. And Also around that time, I was watching this random YouTuber that is called Social Animal. And all he does is go out in the street and meet random people. Like, he's like, you know, just be yourself out there. Talk to people, like, get rejected. It's totally okay. And he, it's a huge proponent of radical honesty. You know, when people go out on the streets, sometimes they're like, oh, your dog is cute. Is their dog cute? Or you actually just trying to, you know, talk to the girl that, you know, you might find attractive. Why not say, hey, I find you attractive and then start the conversation. You know, he was talking about all these things and, and one of the things that it says is like, what doesn't get says creates distance. And I had all this in my mind running while I was like laying there, you know, talking to my wife, my now wife. And I started like kind of crying. I'm just bawling my eyes out of. You think what's going on? I was like, all right, I got to, I got to share all this stuff. I'm like, some of it is going to be good, some of it is going to be bad. You know, if you want to leave after I share all this, like, leave. I totally understand. I won't judge you, but like, I need to get this off my chest. And I like, pretty much just like threw up all my truth on hair at that time. I'm telling you, we were talking like for like a month at that point. It was like pretty early on. She didn't run away. You know, clearly it worked out on the sense that I think I felt so bonded to her at that moment and, you know, I felt like she truly sees me for who I am and she stayed with me for who I am. And fast forward, right two years, we get married now we, we have a kid on the way. And I, I've said that same phrase to my brother a few times in business, right, Where I feel like maybe things haven't been said and you know, maybe we're just kind of like in the hustle of the business. And I come to him and I tell, hey, look, you know, what doesn't get says create distance. And I don't want that distance between the two of us. Like, let's discuss about it, let's talk about it. But I've never actually thought about it from the point of view of you and your audience, especially specifically in an expert based business, right, where, where your face is a brand, your truth is the brand, right? And now I'm seeing Like, guess what? It is true. Like, what Dawson gets creates distance between you and your audience as well. You know, my. My favorite creators are the ones that talk openly about these things, right? About these challenges and about what they've been through. And, you know, I. I do believe on maybe sharing the scar, not the wound to an extent, you know, because I don't. I also don't want people's brand to be like trauma bonding in a way, if that makes sense. Like. Like, do you really want to build your brand based off of trauma? I think it's more attractive to me the thought of build a brand based on healing. Right. And growth than the former. But I think it's interesting, right? And I want to explore that a little bit, right? Like that authenticity with your audience. And I think this resonated with you because you're like, oh, let me say something.

[George]

Oh, bro, this is the thing. We need, like a 20 hour podcast between the three of us. So, like, first off, this is the.

[Foz]

Intro to the series.

[George]

Yeah, ghosting again. As much as I love that we catch up after three years, I'm like, I just missed both of your energies in my life. And you're in my life all the time anyways. But I can text. And the first thing on the book, it's Robert Glover. I said Robert Greene on accident because I said the artist deduction earlier. But Robert Glover for no more Mr. Nice Guy. And for both of you, and to your point, radically my best friendships and including my relationship, which is incredible, is the same way. But even if we remember how you and I met, when we met, I was like, hey, guys, here's where I am in my life and here's what's happening. And I could use some help. Can you, like, you come MC my event? I want your energy. Like, this is what's happening, right? Like, yeah, we're all so close because there's no distance, because it's like all of who we are. And to your point, I think it's huge. And back when I was pretty good friends with Tucker, Max was in his kitchen one day and he shared this with me and we were talking about books and he said, you can't write a book that you're still in the middle of living. And it was a really profound piece of advice. And to your point, there's a difference. And I talk to people about this with authenticity. There's a difference between authenticity and intimacy. Intimacy is the details, the stories, the things that not everybody needs to know. And we see this online too, where people are like bonding over the trauma and the stories. Right? But authenticity is acknowledging that something happened, but choosing, to your point, the healing lens or the frame, but not pretending it didn't happen. Like, I can say, like, oh, I navigated a divorce or I navigated a failed business or abuse as a child. The moment I go into unpacking all of those details, it's not serving me or the other person. It's really bonding over these details that disempower people. So I think it's a really, really, really, really important point to talk about it, because to your point and my point in doing content and I've been doing videos since, like, 2011. Like, I was on, like, Meerkat and Periscope and all those things that were out there. The only clips of my entire career that have ever gone viral are all the ones where I said the things that I was afraid to say, but just from a lens of integrity. Like, one of mine that went viral is when I was a food blogger and I started telling everybody I had been struggling with bulimia. But it wasn't that. I was like, oh, here's what I'm doing and here's what's happening. Like, hey, here's the things that I'm facing. I'm just like, you.

[Foz]

Yeah.

[George]

And here's what I'm doing about it. And, like, those clips are the ones that always went viral. And all the. The videos and the content, even my podcast, the ones that tend to get way more listens than other ones, are the ones where I'm sharing authentically. But to your point, from a place of empowerment, not disempowerment. And there are things in my life that I'm navigating that if I'm still in the middle of. Right. If I'm having an emotional charge in my body, it's not time for me to go teach somebody how to walk through it. I can acknowledge its existence. I'll jump on content and be like, hey, I had a rough morning this morning. Like, navigating a divorce and not knowing how to handle this. But I'm going to find this and this and this. And there will be a time where I'm on the other side. And, like, that's where the lesson is best shared. So it's such a valid point. And also, kudos. I love that you did that, because that is genuinely, like, the number one secret for all the deep friendships, business partnerships I have. Like, I even had. I'll be honest, I have a client right now who pays me copious amounts of money to help them scale their business. And we had a call at the beginning of the week last week, and we were supposed to do sales page copy and all this stuff. And she's like, hey, how are you? And within two minutes, I was bawling, like. And she's like, tell me. And then she's like, me, too. She's like, we got time. God gave us this today. This is how we're going to support each other. And she's like, I love you. I want to support you today. You're still valuable to me as a coach and as this gang. And that can wait. And it's real and it's authentic, but it also makes me feel safe and empowered, which brings my best work to the table.

[Foz]

Yeah.

[George]

Because I'm not wondering, like, oh, what are you going to think? What are they going to feel? Right. So there's so much depth that happens when we own it. And to your point, and I would. I would ask you this, but I'm pretty sure I know the answer. As scary as it is to face. Right. It's like you face every single fear in your brain at one moment, Right. You're like doom scrolling on Instagram in your brain. Right. And then the moment it comes out, you're like, why did I make such a big deal out of that? But it truthfully has nothing to do with your partner.

[Foz]

Yeah.

[George]

It has everything to do with how confident you feel in your skin. Because you're like, this is who I am. It doesn't mean you're stuck that way. Right? Yeah. Just because I got fat a couple of years ago doesn't mean I'm forever fat. I just stopped going to the gym and eating clean. And if I acknowledge that's who I am, I can also change it. And I can take intentional habits and actions and behaviors, and I think to the point of everybody making content. The other trap that I see in trying to create a false identity is also thinking there's a finish line and that you're supposed to have all the answers and you're supposed to know how to do it all. And I'm like, what are you talking about? The longer I've been in this, the more humbled I am. Like, I know nothing. Nothing.

[Foz]

Yeah.

[George]

Right? Yeah. Can I do some business? Can I help you scale? Yeah. Yeah. But then for every level you reach. Absolutely. And even in authenticity, I find mentors and friends of mine that make me look like a kindergartner, you know, learning how to draw as ABCs. And I'm like, how do you speak like that? How do you live like that?

[Foz]

Yeah.

[George]

And I think that that's a trap that I see people fall into as well.

[Foz]

Yeah. And it's so good along those lines. Right. And Fonzie row here a couple of things. And I. And I bought something. So is raw, authentic authenticity profitable? And, you know, because obviously we're facing this big fear. And a part of that, if you're in a business, it's like, this is going to keep people away from my business. Right. I think at least it was some other things that I thought and sometimes I still think about, right. To be fully transparent. And then obviously now with AI, Right, how do we now, you know, tackle this challenge?

[George]

Right.

[Foz]

I don't want to say huge challenge, but I think for a lot of people is huge challenge in the age of AI, Right. Can we be authentic still with AI, how do we spot that authenticity? How do we create that authenticity? How do we leverage maybe these tools? Maybe we don't leverage the tool and we're authentic. And even by conquering that challenge, can we be profitable in our business? Right. So I think, like, I want to go down that route for a little bit.

[George]

I love this.

[Foz]

And see what your thoughts are on that.

[George]

Yeah. So I love this. I think about this often. Right. And truthfully, AI is probably one of the best advancements that we've existed. But the thing that it doesn't replace is emotion. It gives the logic. It doesn't get the emotion because AI can't talk about that. One day I sent you to a video in tears. And what it made me feel, yeah, it can give me the details of the story, but it can't give me that emotional connection. Right. And I think in the lens of content. And let's. Let's put content in a marketing bucket. Right? What's the point of marketing? Number one, it's to get visibility once you have the visibility, it's to nurture that visibility at depth and then convert it into a conversation or into something there. And every human being requires safety to make a decision. But how do you feel safe based on logic? You don't like when you're making purchases in your life, you're not looking for features and benefits. You're looking like, can I trust this person with my money? What are they going to do when it gets hard? Are they going to be here when the time comes? Are they responding to my messages or ghosting me before I ever pay? Right. There's so many parts and pieces that we collect evidence on to really authentically feel safe. And so I love AI, but here's the other thing I love. It's forcing the filter, because all of us can spot AI content from a mile away, right? Because the one thing it can't share is our perspective. And even if you train it, and I've trained a few of them, every day, I get new details and experiences in my life. And the way that I relate and the way that I relate and articulate, that is what causes emotion in people, right? And so AI is great, but it still requires connection. And I always, like, filter this through the real life scenario, right? Like, how many of us have been in those restaurants where everything's done on an iPad? And then you, like, go to ask the waiter, you're like, can I get this ordered on the iPad? And you're like, just craving a conversation. You're like, hey, can you give me a Coke Zero, bro? Like, do I have to hit 17 buttons? Right? Like, you're standing right here, right?

[Foz]

Yeah.

[George]

We crave these things in our life. And I think AI is great. But what it's also doing is forcing the cream to the top. Because with the rise of access to information, it's also forcing the one thing that everybody's been hiding behind information for, which is authentic connection.

[Foz]

Yeah.

[George]

And if you look at people's buying processes and every. Everybody I coach that makes content, right? Because everyone I coach makes content, right? Webinars aren't working anymore. Automations aren't working anymore, right? These processes aren't working anymore. Lead magnets aren't working anymore. And I was like, well, I wonder why. And I'm like, what is working? They're like, the moment I connect with somebody, yeah. I'm like, oh, then what? Right? Because all that information is still lacking that human connection. And so that human connection is the invitation, right? Because to our point earlier is that if you're authentic, you win in the game that nobody else can touch, which is depth, right? And business is built on depth and content is built on depth, right? But there's a depth of, like, connection. And somebody needs to know who they're connecting with, right? And nobody can do that. Just, like, as much as I can logically explain what your brother did, like, in that conversation, the way that you did it is your art. That's what created the connection with your partner, right? Hey, I can't do that. Can you imagine? Like, hey, I. Here's every skeleton in my closet. Please craft a conversation for me to share with my partner.

[Brian]

Yeah, yeah.

[George]

So that she doesn't leave me. And you would read it and you'd be like, nope, that ain't gonna work.

[Foz]

You come back saying, he's like, do not do that.

[George]

Yeah. And so like the way that I look at AI is AI is an incredible tool to build the resources or information that used to take our time to connect with people, to allow us more time to connect with people. Right. Like, I can get frameworks from it, I can get tips from it, I can get things to share. But the thing that it will never have is my perspective. And I think that's where authenticity genuinely wins the game.

[Brian]

Yeah.

[George]

And it's going to be the continued conversation.

[Brian]

Yeah. I'll, you know, I have a battle with AI because I think I value a lot people that know how to think. You know, I value a lot seeing somebody and knowing that, you know, those words that I'm reading came from actual connections in their brains and conclusions that they develop through their own experiences. So I have a very hard time kind of like believing in AI in a way. I do think AI, obviously, like you said, I think it's the biggest, one of the biggest advancements in technology right now and it's going to just get bigger and bigger. Right. And definitely is going to be implemented in ways that is going to help society and humanity in massive ways. Right. But in the marketing space, in content creation space, specifically for expert based businesses, it does bother me a lot when people, you know, outsource their creativity to AI. I think AI, it's a great tool for synthesizing your own knowledge in certain ways. Like you, you know, we have this conversation here and using this conversation and only these conversations and use AI to maybe help us, you know, spot specific moments and stuff like that. I think that's how I personally like to use it at this moment, but not to create a piece from scratch. Like do this right. And then maybe I'll input my story here. No, part of what makes me an expert is, you know, this limited special knowledge that I have that, you know, I connected in very specific ways to other topics and other people cannot do that. Right. Because it's my own experience, it's my own knowledge, all that stuff. So I do have a challenge with that. But I like where you go with.

[Foz]

AI before you ask a question.

[Brian]

Well, real quick, I just want to make a reference. When we were having one of our first conversations about AI, we actually said my pronostic. Is that the right word? My forecast, I guess was that live events, prognosis, live events, and in person Things. Right. We're going to just rise in value just because of what you mentioned on the restaurant with that example. Because people are going to crave after just hanging out with the machine for so long.

[Foz]

You know what, you're just going to.

[Brian]

Crave so much that connectivity.

[Foz]

A cool episode is like the battle of the sales letters. So you have one sales letter that's written by AI and one that's written by a human being, and you, you know, they're selling the same product and you put them, you know, back to back. You're like, okay, this one. Or you actually test both and be like, okay, who bought? You know what? I don't know. Probably somebody did already. If you've done it, send it over. We'd love to see.

[Brian]

Yeah, I'm sure. I think sales letters might fall under the category, I don't know here, but I think I might fall into the category of AI Beating a human just because it has so much data to draw up on, like, good sales letters and, like, crafting stuff like that. Although good sales letters have stories and have anecdotes and obviously pull the emotional strings, but I do think AI can draw a lot of that or for a sales letter. But when it comes to creativity and creating content and connection and all that stuff, the human, I think, is irreplaceable. That human element is just irreplaceable.

[George]

Yeah. I was going to say on the sales letter, I think the important frame to have in your brain is it's also dictating the depth of the person that you're attracting. Right. Can AI write a sales letter better than a human? A thousand percent. Right. I have no doubt in that mind whatsoever. But also it's the depth of what you're trying to attract. Like, think about how every single workout in the world that you could ever want to accomplish is free online.

[Foz]

Yeah.

[George]

So why do people hire personal trainers?

[Foz]

Yeah.

[George]

Right. And so it's not that they have access to different information, it's how they deliver that information, creating an emotional connection that empowers somebody to take an action. And that's what content allows us to do. Right. Like, we're educating, we're entertaining, but we're also empowering people to be a catalyst for their change. And so, like, that's where that unique perspective comes in. Right. Because I can go pull workouts galore, doesn't mean I'm going to be the best trainer ever. Right. Like, but people are going to make decisions differently based on the depth of, like, how they're connecting and that's truthfully what we're seeing across the board. Like, I have people have built multi six figure businesses using just AI, but you want to know what ceiling they're stuck at is that one. And they can't get past it. And they can't get past it. I'm like, yeah, but where are you in this? Like now you're, you're out of the people that were just problem aware or solution aware, just chasing the right answer, but was never interested in doing the work. And it's almost like if we go back 10 years ago, everybody buying $17 mini offers, remember the bundles, everyone would like put bundles together. Oh, yeah, right. I'm like, it never really left the.

[Foz]

Bump offers and you know, yeah, it.

[George]

Never, it never lent itself to like lasting change because it was people that were just looking for that quick answer. Not like changing who they were. Right. Like, yeah, you don't get abs by looking at the gym and you don't get them in one day. Like, there's an implementation piece. So I think there's also a depth of like, what you're trying to achieve and what you're trying to empower other people to achieve. And that's really where the difference is made for me.

[Foz]

Yeah, I love it. I think this is a good opportunity for entrepreneurs and content creators to plant their flag, right? I mean, it's like, look, this is me. Even if that requires less volume, right? Because we talk a lot about that, you know, in the show. It's like, okay, can we increase the frequency? Can we increase the volume at some point? There's obviously systems and things that you can set up to be able to do that. Obviously it falls into something like that. But, you know, we had a conversation the other day with a good friend, Alex, and Philippa. He owns, you know, Pod Match, and they run it and he was saying how they've been discovering a lot of shows that are fully AI, as in the person interviewing you is a. And then the person being interviewed is AI. And that's crazy to me. And so they've been like flagging them and obviously they're taking this into. Into, you know, the good hands to make sure that, you know, it doesn't interrupt the good experience of the people because people are complaining, right? They're like, look, like we were podcasting was one of the mediums that I think today allows for more connection than anything else. Right. And we don't want that to, to be broken. So I think it's a, is a, is an interesting thing. That we have to keep an eye on as we move forward in the next couple of years. And like I said, opportunity for every single entrepreneur. Even if you produce like low volume content, you're such ahead if you develop those skills and be fully authentic with the people that you're communicating with.

[Brian]

I'll tell you how I'm using. I shared it with you right now. This is my favorite way, which by.

[Foz]

The way, we have a time limit. We have about. This is going to be okay, George. I'm saving you, man. I'm saving you from Fonzie. Hug the mic.

[Brian]

I'm telling you how I'm using AI. I'm using it to build more of my specific knowledge, right? So research a little bit and then distilling that information, right? And then putting it in a way that is accessible for me to kind of like study it. So I have a piece of software that when I'm watching a YouTube video, I come after I'm done watching it, right? And if I find it interesting and I'm like, I want to keep this knowledge, right? I know that now I need repetition. I'm not going to just keep it by watching it once. I need repetition, right? I need to study the terms that are in there, the concepts, the stories that I want to, you know, keep in my brain. So this software allows me first to do a very comprehensive summary of the video and then I go through that, I read it, I highlight the parts that I really enjoy, whatever, and then I create flashcards, right? Questions and answers. And then I put those flashcards into an app called Anki, which is on my phone. And I can go through the, the flashcards rather than scrolling on Instagram, I can go through the flashcards and you know, review all this knowledge that I want. But whenever I'm going to create something and craft something, right, like maybe I will use AI to maybe guide me a little bit and give me some ideas. I was like, what are things that I could potentially talk about? You know, like this isn't that give me a topic. But I feel like that's in a bad day. I don't really use that. But then I will use my own personal knowledge, right? When I'm reinforcing through this kind of like Anki cards, I use that to create the content. So that is the way I personally use it and how I see kind of like viability for expert based businesses with AI.

[Foz]

I like it post creation, like you said, support on resources, support on things. But anyways, George, as we wrap up the show Is there anything else that you want to add? Any, any other cool events that you guys are prepping? What, what's happening in the life of George?

[George]

Yeah, I love it. Well, you guys know, and I'm going to get you guys back in Montana and one of the Airbnbs and back to an event.

[Brian]

My brother still needs to do that. Cold plunge. Just saying.

[George]

For sure, for sure.

[Foz]

Wow.

[George]

And yeah, we just, we just wrapped an event. But like, to your point, right, like, people crave connection and we just wrapped an event for entrepreneurs. And the number one thing, they're like, I'm so glad I came. Like, you can't replicate this. Like, this is where magic happens. We have another one coming up in April. But really, like, the thing that I love, and you both know this more than anything, is my podcast, right? Like, I just love serving people and supporting people and I dive into all these topics. And so, you know, for those that are wondering, it's not as good as these two because it's just me and me with a guest, but I do talk to myself pretty well. You might think I belong in a straight jacket, I probably do. But if you can extract the nugget and implement it, it's good. And it's called the Mind of George Show. And then we do have another event coming up in Montana, which is, you know, God's country, which you guys have seen in April. And we cap it at, we cap it at 30 because we do it in an Airbnb family style connection, masterminding but marketing mindset, customer journey, how to scale your business and have more yourself. And so that's all linked on the [e-mail] and the last note that I'll say, to your point about AI, the biggest way that I've found it is like having the hidden teammate on the roster that helps us grow, right? Going through it and being like, how can I improve how I speak about this? How can I shorten the story of this? Like, what, did I repeat too much? Like, how can I be better at how I communicate, right? And even, like, for people that do content, when you create content, right, like, there isn't a one rep and goes in. Like, you can always improve the recipe and so utilizing it as a way to be a better communicator and make better content. And I know I'll take videos that I'm like, oh, I'm going to do like a three minute video and then it's 11 minutes and I like pump it into AI and like, where's the filler, like, what could I have removed? How could I make this, you know, better? And it's just like iterating over and over. But use the tools to empower you to be better at what it is that you desire, which is being authentic and creating connection and creating content and knowing that the more reps you put into your point, the better you master it. Because I'll leave everybody with this. Like, everybody thinks knowledge is power, but knowledge is a liability. Applied knowledge is power, and applied knowledge is where you take those things and you put the reps in and you go through the four stages of competence. Right. And you go from unaware to aware to learning and mastery. And so it's given us this information and access to so much information, but that information doesn't magically become you until you put the reps in and put it into practice. And even back when it was no AI, the best book advice I was ever given was don't read a book until you know it, Read a book until you become it, and then earn the right to read the next book.

[Brian]

I like it.

[George]

And so I think that that's where you can start to practice this and put this into practice for everybody, because the tools should allow you more time to be yourself, to express yourself, to connect, to create depth. And I think that that's where everybody's going to win the game. So cool.

[Brian]

I like that.

[Foz]

Yeah. I was going to tell a funny story about one time. I think we ran out of time, but we'll leave it for the next episode. For the next episode. George, thank you so much, man, for coming onto the show. It was a privilege. Again, it's not the last time you.

[George]

Well, we'll unpack. We'll start the next one with the story of Montana, and then we'll go from there.

[Foz]

Yeah, it's a thing that you should not do at a rodeo. I'm just going to leave it at that as a hook, but fuzzy. Anything else that you want to add?

[Brian]

Just grateful, man. I'm, you know, so happy to have you back in our lives. And I'm excited to just know now we're one text away. We just, you know, we just got to keep that reminder that it's okay to text her friends and that we're not bothering them.

[George]

Yeah, yeah, yeah. Well, thank you, guys. I love you guys.

[Foz]

All right, guys, with that said, thank you so much for tuning to the Contents Profit podcast. Go ahead and follow the show in your favorite podcasting platform and on social media at Bizbres. Go.

[Brian]

That is Ryan. If George here help you move one step closer towards your goal. Please don't forget to share this episode. And of course, don't forget to leave a five star review. See ya.

[Foz]

Bye, guys.