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If your firm feels one good decision away from a breakthrough, then this is for you. We're hosting our first mastermind of 2026 in Phoenix on February 26th and 27th. And it's two days designed to actually move your firm forward and grow who you are as a leader. Day one is a full day of hot seats where you break into groups and work through the real problems in your business. Day two is our wellness workshop, featuring sessions that help you boost your energy, lower stress, and think more clearly. We have Jocelyn and Erin Freeman, host of a top 10 marriage podcast and masters in psychology, teaching relationship skills that you'll use at work and at home. A lunch and learn on habit formation with Tyson and more. View the full event details and grab your seat@maxwell events.com.

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Get ready because here's your host, Tyson Mutrix. Welcome back to the Guild Live Show. I've got a really interesting one today. It's been an interesting week and a half or so of AI and so, but we're not gonna do a lot of AI today. We're gonna do some other things. I'm gonna take a bit of a break. We have one topic on AI where I'm sandwiching a couple things together so I can fit as much as I can into one topic. But other than that, we're. The other ones are gonna be. We're, we're gonna get some other topics for this week, but lots going on with Gemini. Gemini and Chad GPT fighting it out for supremacy. And it looks like right now Gemini is winning that battle. Google has, is. Is really. They. It looks like they were holding something back a little bit. So we're not really going to get into that today, though. That's, that's, I think, another topic for another day. But the first thing I want to get into is this is for some of you health nuts and I, I've over the last couple years kind of gotten into this a little bit more when it comes to, like, gadgets, wearables and all that. So this topic we're gonna talk about Health Kit. This is something that is going to be integrated with Chad GPT. I think that's kind of cool. And then some AI ideas that some of them are related. That's why I combined the two. There was an article I was reading about some different ways that you can prompt and there's so many articles on prompting and all that. But there's a couple things in there I wanted to, to, to bring up. But what's really interesting about what's happening with Health kit and Chad GPT. They're going to have an int where your health data will be fed into Chat GPT So you can use the like the LLM Chat GPT. You can use it as a health coach and I find that really interesting and I end up talking about this quite a bit where our health, our mental health, our physical health is all wrapped up with running the firm too. It is not. Those are not separate things. Those are all, all tied in together. And the more you are a well oiled machine that you're taking care of yourself, the better you are going to be at being a leader at. At being able to come up new ideas. You're going to be able to lead your, your firm into the future because you're going to be healthier. All those things. So that's why I want to bring this one up. This one's really, really interesting. There's a few features that they talk about so references. It's. It's going to have five specific health data categories. Activity, sleep, diet, breathing and hearing. So that's. It's gonna allow for personalized feedback when it comes to that proactive coaching. This is cool. So with access to your personal health data, Chat GPT is gonna be able to offer proactive suggestions such as adjusting a workout plan based on restless sleep or flagging under fueling after a long run. It's really, really cool. I'll use. I'll give you an example. You can do this now I guess for yourself taking some of the day like I use a whoop. Thanks to Jeremy Danielson. Anyone that is in the guild, you'll join us in our whoop group. We've got a guild whoop group that it's. It's kind of fun. We. We talk about different things when it comes to health and all that. So would love to have you there. It's a nice little fun group that we have. So if you do join the guild or if you're part of the guild, let me know and we'll. And you have a whoop. We'll get you. We'll get you added to that group. It's. It's a fun little group but. Okay, I'll give you a real world examp about that. I was on Tuesday nights I usually do jiu Jitsu and my recovery was in the red and I think it was dehydration because I, I hadn't worked out on Monday because I'd. I'd done. That was my recovery day. I'd worked out on Saturday. I'd worked on Sunday, I'd worked out on Friday and I was using Monday as a recovery day, but I was still in the red on Tuesday. And I think it was because, because it wasn't sleep and I think it had to do with dehydration. So I took yesterday off. Right. I think what's going to happen when it comes to the proactive coaching with Chad GPT is if you sometimes, sometimes I'm not gonna observe that and think I should not work out. I'm just gonna do it anyways. Usually with me, I'm gonna say, let's just push through it. You know, it's been a rough day. Let's, let's just do it. Probably what the proactive coaching is going to is say, hey listen, you're in the red. Today is probably not a day you should be working out. Let's. Let's take it easy, let's get some rest and tomorrow let's hit it hard. Okay, that's, that's probably what that proactive coaching is going to be like. And I think that's, that's pretty cool having that like on demand coach. All that's pretty cool. Like, like think about what you, what you pay for human coaching right now. Not cheap. Not cheap at all. And that's, that's one of those things that's going to be pretty cool. So I wanted to make sure I brought that up. And then when it comes to some of these prompts, I want to make sure I bring this up too because the article here was, it was from Digital Trends. Nine unexpected things I was able to do with ChatGPT and a few you must try. So that was. There was so visual calorie estimation snap photos of restaurant meals to get immediate estimates on calories and macros filling the gap where standard tracking apps fail. That's interesting. Interior design visualization. I'll skip that one. Content repurposing upload written articles to generate ready to shoot video scripts and shot lists simplifying the transition from text to video content. I do find that one's a, that's a helpful one. Let's say you, you get. You see someone else's article from a bar journal, right? You, you take a snap a picture of that upload it say hey, write me a video script on, on the same topic. You don't have to rip off what they're saying. You just. It's a topic that you want to cover and you think and you have the expertise in it and you, you repurpose some of that content. Or it could be some of your own content too for sure. Complex Scheduling Use AI to coordinate multiple multi step processes such as timing different dishes for a large meal, organizing a complex vitamin slash medication regimen if you find that helpful. Okay. Targeted Research so utilize deep research modes to find specific alternatives for routines that accommodate personal constraints or injuries. And this is where I was seeing there was a lot of health related things in this specific article. That's why I was tying them together with health kit and then create a brainstorming generate personalized gift ideas or custom imagery for cards based on specific details about the recipient. So that's that's all I'm going to cover on this one though I want to smash as much in here when it comes to AI as I could. So let's move on to the next one. And this is three bitter truths all marketers need to hear right now. And this is an article that is from the founder of Mo Martech Money O. And it's about the three bitter truths that challenge modern marketing norms. And that's interesting because I went to I don't know how many of you will know, but I my undergrad, my degree was marketing and although some of the basic concepts have stayed the same, there are things that seem to have changed a bit when it comes to marketing. The social media has a had a massive role in that and how how people, how we communicate with people and all that. It's it's a so that's really interesting how things have changed so much. But so she argues that the industry has become too obsessed with immediate revenue and technology, neglecting the fundamental principles of building relationships, crafting cohesive strategies and understanding your consumer psychology. The understanding consumer psychology that's the area where I don't think things have changed a whole lot. If you if those of you have not read the book Influence by Robert Cialdini, highly recommend it. One of my favorite books of all time. I would recommend reading the first edition. It's denser. He did a newer version of Influence. The studies are more updated. But I find that the first book, even though it was a denser read, that it was a better book. I do. I I love that book. It's such a good one. It helps you understand the human psychology of consumers. That part's really, really cool. But so I don't think that the psychology has changed for the most part, but it's just the different strategies that have changed and I you have seen a lot of people 2025 was all about more in person when it comes to some of the marketing where it was more the human, human like all, all of the big names, you know, Gary, Vee, Horosi, all of them were, were talking about, you know, that human element and that became more of a thing. And so this is, I think this is sort of on the tail end of, of some of that. But some of the key takeaways from this one where marketing is not revenue generation, so focusing strictly on revenue forces marketers to throw spaghetti at the wall and chase leads for instant gratification. That is a big problem. Maybe something we don't talk about enough is where we have almost gamified ourselves, where we, we've got to, oh my gosh, I got, we, we're doing this and we've got to get that result right away. And that's not how marketing works. A lot of times marketing is a, it's many things that are happening all at one time and you don't always see that instant results just kind of a side story. The whole, you know, advertising on podcasting. Years ago, right when all that began, what a lot of the marketers started to see was when they first started marketing, they weren't getting any results, right? So they started to cancel all their ads. And then what they noticed months later, they started getting an influx of, of sales from the podcast and they realized that there's a, there's a massive lag between podcast customers and the advertising, the ads running and everything. And whenever you're actually, and whenever you actually convert. So don't automatically assume just because you're not getting instant results that you're not going to get results. So that, that is a, it's a very, very true thing about instant gratification. True marketing, she says, builds affinity and relationships which requires patience and serving the customer rather than just a CEO. And this is where we have found that Facebook has still been our, like our anchor when it comes to marketing. It's building those relationships. And it's been, I was, I was reading comments yesterday where, you know, there was some group that I'm not in that tagged my name though. And so I got to see the comment about, you know, recommending our firm for an injury case. And so it, a lot of has to do with that building of those relationships. I think it's really important. Another takeaway demand gen is execution, not strategy. So a real strategy isn't just a series of one off content pieces or email blasts. It is a consistent multi year narrative based on consumer psychology. And they, there's a, I mean I Don't know if you remember this. They talk, she talks about in this article doves real beauty campaign. It was, I don't know, I'd say probably 10 years ago where it was, it showed, it was during the super bowl if I remember correctly. And the whole thing was about real beauty. And it showed women in different images of women without makeup on. And it was a beautiful, beautiful commercial, wonderfully made. And when you have things like that, deeply rooted things and they're their whole strategy and she talks about this in the article about it's more of a long term strategy with the customers, you know, and understanding those customers. And it's not just one of those things where you're going to run this ad and then instantly get a flood of people buying your product. You're not going to get that necessarily. But what you are going to get is you're going to have people that are remembering that. It's like a deeply rooted sort of an advertisement sort of commercial where it's like if you think like the Chevy commercials, you know, like a rock, like those, those sorts of commercials. They've been running more of those, you know, American made type commercials lately. So they did one last year for the holidays, they did one this year for the holidays. Those are those deeply rooted multi year long term strategy campaigns. You look at the sort of, the lifetime value is what it is. So average lifetime, lifetime value of a client as opposed to like we will get average fee quite a bit. That's a big number for us. But another way to look at is if you look at the average lifetime value of that client. So how many more times might that client come to you? And if you look at it that way, you're not looking at it as a one off, you're looking at it as a, okay, this person might come to me a few times, maybe twice in their lifetime, who knows. And okay, what's that value to the firm? You start to look at the your clients a little bit differently. And then another key takeaway. Well, this the last one we'll cover. Technology cannot fix bad marketing. Tools like AI and CRMs are only meant to operationalize good foundational principles. They cannot replace the human connection which remains the primary drive favor of sales. Okay, people buy from people. That's the main takeaway. Totally agree. And that's why I've been talking about this for a lot for a while. You're using the technology not to replace people but to supplement it so you can then push the people into more of the human to human contact. Okay, they're more. That's the. Of the customer service department. That's what we've been talking about for a while, and that's something that you should definitely be focused on. So. So stop chasing leads. Start building the trust. It's a really important part of this. And so really, if you think about those, those are really harsh realities for a lot of marketers, because a lot of it's about instant gratification these days, and so we want to try to get away from that. All right, let's get. Let's get on to being average. And this is. This is such a short little article from Seth Godin, from Seth's blog. I. I actually. You know what I might even do? I'm gonna. I'm just gonna share. Share my screen on this. This is such a short, short one that it's easy. So mediocre means average. Two different ways to consider this. First, in the marketplace, where most people most of the time want the thing that most people want, the average one exceptional, is the exception. Second, in the committee meeting, where the easiest way forward is to sand off interesting edges, eliminate unknowns, and challenge as little as possible. When you put these together, you see the relentless slide towards banality. For people who care enough to develop skill and bring bravery to the work, this is a huge opportunity. Not an easy or an obvious one, but perhaps one worth chasing. I really loved it. I. That's why I wanted to bring it up, because it's a nice reminder that we can sometimes be trapped into becoming mediocre. You shoot that video and a buddy says, why are you shooting so many videos? Why are you posting those online? They. So, you know, that's just one sanding, right? And a lot of times people tend to ignore the. People say, hey, man, I really like that video. That was awesome. Really good. Or a client that say, hey, that video that you did, awesome work. That really helped explain things for me. I really appreciate it. But then you, you know, you. You. You read the YouTube comment and think, oh, this is dumb. You know, why am I doing this? So you stop to do it and you're. Or you start to make your things more bland, and you. You choose not to take that risk on that certain marketing idea that you had, or you don't take a risk on a legal strategy that you think it's. It's a little bit outside the norm. And the biggest Sanders, the. The ones with the biggest grit, those of you that. That know anything about woodworking, you know, the more of the 60 grit, you know, not the fine 500, 800 grit sandpaper. Is that like that 60 where it's just taking big chunks. Some of the biggest ones are. Are like judges, you know, where they. They're so trapped in that governmental function, you know, where anything outside the norm is. Can be viewed by them as, you know, not a good thing. You gotta ignore a lot of that. You gotta ignore a lot of that. And don't. Don't become average. You don't ever want to be average. I gave that presentation Nerds and Weirdos a while ago. I think it was the third Max Law kind of thing is when I gave it. And the big part of that was like, like, we want weirdos. We want nerds. We want the people that are not like the normal people, the ones that are exceptional. And we. We even talked to Amy and I, we talked to our kids, and we talk about how you're weird and we want you to be weird. Like we said, we call them weird and we say it like that. That's a compliment. We want you to be weird. And that way part of that is too, is we're. We're building up their defense systems a little bit where if someone were to call them weird. Damn right I am. You know what I mean? Like, we're. That doesn't. That's not gonna hurt their feelings. No way. Yeah, I'm exceptional. I'm different. I'm not average. I'm not just like everybody else. So sometimes what we'll do is we'll ask the question, and you could do this of your firms too, right? Where this isn't just a parenting. This definitely is not a parenting tips segment. This is just something, you know, we do. But you can do it in your firm too, where just ask. Do you wanna be like everybody else? No. No, you don't wanna be like everybody else. Ask that question. Ask that question to your people. Ask. Ask that question to. To your kids. Do you really want to be like everybody else? And the answer is usually gonna be no. Right? So that. I think that was a really good lesson, and that's why I wanted to bring it up, because it can be really easy to slide into banality like he talked about. So. All right, let's move on to the next one. I think I. I beat that one to death with a small. As a blog post as it was. But, you know, it's really interesting on that topic. It was one, two, three, basically four paragraphs, and they were short paragraphs. And I'm reading about it on a. On a live show to my people. Just think about, like, think about. The content doesn't have to be super long. So don't think that it has to be super long. It just has to be impactful. Okay. And a little different. Think, think outside the box a little bit. All right, this next article, it makes me laugh because it says seven ways to learn faster and improve your memory backed by neuroscience. But there's really only six. But they've, they've kind of sandwiched some things together so whatever, that's fine. So the, here's the. The key takeaways. So when it comes to seven ways to learn faster, the article outlines seven neuroscience backed strategies to accelerate learning and boost memory retention. So instead of relying on rote memorization or simple repetition, they talk about different techniques that you can use. So one of the first techniques is test, don't just rehearse. It's a good one. Most of us rehearse. Me including. So test, don't just rehearse. Self testing creates context and helps you identify exactly what you don't know. Which is more effective than simply rereading or rehearsing a pitch. So test it out. Maybe give yourself a couple people as an audience, test it out. And don't just rehearse. Or if you are those of you that rehearse in your head, stop doing that, actually vocalize it because you actually having it coming out of your mouth Sometimes what I found is sometimes things are hard to say, right? Where if I have, I have some. If I let's have rehearsed in my head. But then I start to for the first time say it out loud and don't realize that using a word or a series of words, I have a bunch of T's or F's, you know, close together. It can be really difficult to say I'm just using that as one example. But you sometimes you'll give yourself a tongue twister and on the page it looks beautiful but actually coming out of your mouth is a completely different story. The next tip is use inter leaving interleaving. I hope I'm saying that right. Inter leaving. Practice related concepts or skills in parallel. So for example different types of arguments. So rather than, so practice related concepts or skills in parallel rather than focusing on just one. Okay. This forces the brain to differentiate between them, preventing mindless automaticity. That is not an easy one to say automaticity. And so that's an interesting thing. Interesting concept. So you're really, you're, you're practicing related concepts or skills in parallel rather than focusing on Just one. I could see how that could really benefit you. Like let's say you're, you know, litigation, marketing, whatever it may be, but we'll just focus on marketing for. Let's say you're work, you were focusing on marketing and you have different related concepts or different skills. Let's say that in parallel you are doing, you're writing se actually Facebook ads and Google Ads, those are related because they're both ads. And the different, you can compare and contrast as to what one might work, which one might work on Facebook and which one might work on Google. That could be a really effective way of doing things and see which one works better and, and how you might be able to modify each. Speaking of modify modification, modify your practice. Slightly changing conditions such as speaking faster, slower or waiting a day between sessions that triggers reconsolidation where existing memories are recalled and strengthened with new knowledge. For me, this is, this is just sleeping. I, A lot of times what I'll do is if it's, if I'm working on something and I'm struggling with it, whether if it's writing or thinking through a problem, you name it, just sleeping on it and letting my brain sort of reconsolidate and, and, and sort of gather everything and I can look at it in a new light is really, really helpful for me on certain things. So I do, I think that that is a very effective technique, at least for me. So maybe it'll work for you. Next thing is the production effect. Saying information out loud makes it more distinct in long term memory compared to reading silently. I would not have thought that that was true, but apparently it is. So the production effect, saying information out loud makes it more distinct in long term memory compared to reading silently. I think they may have to do with, you know, maybe the way you say something so you're like oh yeah, I said it that way. And maybe it just gives you more data points to memorize something. Distributed practice is the next one. Spacing out, learning in bursts. So the effort required to retrieve information after a break makes the memory harder to forget. Space out Learning in bursts. So the effort required to retrieve information after a break makes the memory harder to forget. That's pretty cool. So add in some breaks in there. That's pretty good. And then the last one, Biological boost Sleep is essential for memory consolidation. So these are last two. It's the biological boost. It's, it's sleep and exercise. Okay. It's really what it comes down to. Sleep is essential for memory consolidation. While moderate to intense exercise can Improve recall and an even and even increase the size of the hippo campus. There you go. I think there's a lot of useful ways of, especially as attorneys and as law firm owners, that is pretty important for us. So. And then the last thing here is from Harvard Business Review. Could your company benefit from fast advertising? I love this concept. So hopefully we can cover the next five minutes or so. So and this was, as I said, it was an article. This is actually from their Ideal Cast podcast. So it's from the host Allison Beard and she interviews a Yelet Israeli about fast advertising. It's the strategy of creating rapid fire marketing content that capitalizes on fleeting cultural moments like the Oreo super bowl tweet or peloton's response to and just like that. So they discuss how companies can restructure their teams to react within hours rather than weeks, the importance of social listening and how to balance the need for speed with the risks of being tone deaf. So to me it's a fun one. So key takeaways. Speed requires structural change. You cannot execute fast advertising with a traditional multi month approval process. So you have to really take get rid of all the hierarchies when it comes to this. And then you just create your creatives to say, hey listen, have your own little war room. And something comes in and you catch that cultural event and then you go out and do something about it, post something about it. That's a super easy way of doing it and just create a process for it where you have, let's say you have maybe Google alerts for certain topics or you just look at things that are trending on on X or I always forget the other name of the name of the other one. There's also the one that the Facebook one threads, that's the other one too. You name it. There's so many different trending places you can go to these days. So you know, find out what's trending and then post about it. Authenticity. Authenticity is the guard rail. Okay, not every branding belongs in every conversation. Oh actually, just actually, I'll, I'll get back to something in a second. But authenticity is the guardrail. Not every brand belongs in every conversation. The key. So this authenticity is the guardrail. The key to safety is asking does my brand have a credible reason to be in this moment? Avoid politics and disasters. Stick to pop culture where the brand can offer a wink to the audience. All right, this gets to where the thing I, I want to talk about. Anyways, so there's two moments that actually I just Was having fun with AI and posted on Facebook and had great results from both of them. One was the Sydney Sweeney jeans ads with American Eagle. I can't. It's not American Eagle. Whatever it is. The, the jean company. And I, I had a, I put a picture of me in a suit and I had AI turn the suit into a jeans suit. So I put up some ads, a Facebook post about that. It was pretty funny. People had a kind of kick about out of that. And then the other one was the Cracker Barrel. When they changed their logo. We changed our logo from Utrix firm injury lawyers to the, the new Cracker Barrel. Actually, no, we did the old Cracker Barrel logo is what we did. And, and we also put the new cracker. We did both. We did a combination of both. And that one got a lot of comments on it as well. So. But it was, there was part of this where it's like, okay, does our brand. Now that wasn't specifically the firm that was more me, but I, I, the way I related it was, I guess the, the, the Cracker Barrel part of it was more of the firm. But when it comes to the, the, the jeans one, it was like me and my suit, right. So, you know, people know me as a lawyer. I had for fourth of July. I'd also posted something with the American flag was in my suit. And that was. That also got a lot of good feedback. So the people that had commented, many of those people also commented on the jeans one. So those two were kind of tied together and that, that kind of worked out as well. All right, let's get to the next one. The comedy writer model. So effective social teams function like late night comedy writers, pitching many ideas rapidly and accepting internal failure. That's in parentheses. Reject rejected jokes. Jokes define the one that lands perfectly with the public mood. Human judgment is greater than AI. While AI can generate ideas, human taste is required to determine appropriateness. Then the last thing, social listening. You cannot react if you aren't listening. Successful fast advertising relies on constant monitoring of social sentiment to identify trending topics, engage public reaction in real time. All right, that's all we have this week. Hopefully you got something out of these. I, I wanted to shift gears a little bit, get a little bit out of the AI stuff, focus more on some of the other things. So hopefully got some of this. Maybe I'll have a little bit more AI next week, but we'll definitely have another show next week. But have a wonderful week, everybody, and we will be seeing you.