If you think AI is just another productivity tool your business can bolt on to stay ahead, Shawn Busse has a wake-up call for you. In this riveting conversation, Brandon Laws sits down with Shawn Busse, founder of marketing firm Kinesis, keynote speaker, and one of the sharpest strategic thinkers in the business world, to unpack a truth that most leaders aren't ready to hear: AI isn't going to save companies that have optimized the creativity out of themselves.

Shawn draws on provocative ideas from "The Great Rotation" by Latticework, Kent Beck's explore-expand-extract model, and Blue Ocean Strategy to build a compelling case that decades of Wall Street-driven optimization have left businesses intellectually hollowed out, right at the moment when original thinking matters most. From the collapse of "AI slop" content marketing to the resurgence of the physical, tactile "3D world," this episode is packed with ideas that will challenge how you think about your organization, your people, and your competitive future.

Key Timestamps

[00:01] Welcome and Introduction Brandon introduces Shawn Busse and the central thesis of the episode: AI is not going to save uncreative, non-innovative companies.

[01:20] "The Great Rotation": AI and the Supply Shock in the Digital World Shawn unpacks the Latticework article that crystallized his thinking: how AI has turbocharged oversupply in the 2D digital world and why the 3D, tangible world is where value is shifting next.

[04:52] The Rise of "AI Slop" and Why Playing the Volume Game Is a Losing Strategy The conversation turns to how AI-generated content floods channels with "halfway decent" material, and why competing on volume alone is a dead end for businesses.

[07:00] Real-World AI Use Cases: Bookkeeping, Contracts, and Appraisals Shawn shares his own eye-opening experiences using AI to replace a $700 bookkeeping task and to expose critical flaws in a real estate appraisal at zero cost, illustrating how AI is moving up market one low-risk task at a time.

[11:34] Business Is in a Crisis of Creativity Shawn delivers his TED talk moment: how 40+ years of Wall Street-driven optimization has squeezed creativity out of corporate America, and how AI is now wiping out the very jobs that optimization produced.

[13:00] The ADP Effect: When Profit Becomes the Enemy of Innovation Using ADP as a case study, Shawn examines how large companies generate extraordinary profit margins while actively cutting employees and delivering diminishing value, and what that signals for the future.

[19:31] The Subscription Trap: How Innovation Gave Way to Lock-In From HP printers to Adobe to Google, Shawn traces the arc of once-great innovators who traded breakthrough products for recurring revenue extraction, and why AI may finally break those lock-ins.

[22:43] Kent Beck's Model: Explore, Expand, Extract, and What Comes Next Shawn walks through Kent Beck's framework for understanding business lifecycles and makes the case that AI's real opportunity isn't labor replacement; it's unlocking entirely new ways to create value.

[24:40] A Live Example: Using AI to Transform LinkedIn Marketing Strategy Shawn shares a compelling real client story, using AI to analyze a year's worth of LinkedIn data across 18 employees, and the surprising insights about storytelling that emerged with zero expensive subscriptions required.

[28:48] 10% GDP Growth and 10% Unemployment: Weighing Dario Amodei's Prediction Brandon raises the Anthropic CEO's striking economic forecast. Shawn offers a grounded, honest take: respect the prediction, don't panic, but don't ignore it either.

[31:43] From Skeptic to Believer: Shawn's Own AI Journey Shawn reflects on how he went from dismissing AI as Silicon Valley hype to making it a core part of his strategic worldview, and why maintaining a beginner's mind is harder than it sounds.

[33:07] The Opportunity for Small Business: Where Small Can Beat Big Why the democratization of software through AI could give small and mid-sized businesses their best competitive opportunity in decades, if they're willing to think creatively.

[35:02] The Digital Rejection Wave: Phones, Schools, and Anxious Generations The conversation broadens to the rising cultural pushback against screen saturation, what it means for the next workforce, and why the "soft skills" of curiosity, empathy, and communication may be the most AI-proof assets a person can have.

[38:35] Blue Ocean Strategy: The Best Answer to an AI-Commoditized World Shawn closes with his rallying cry: stop competing in red oceans of optimized mediocrity and start creating things that have never existed before. AI can optimize what already exists, but it cannot imagine what doesn't yet.

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