2/11/2026 - Building a Human-Centered Brand Platform for the AI Salon Using Generative AI Tools

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Chapters

Transcript

0:03 [music]
0:08 [music]
0:15 [music]
0:21 [music]
0:26 [music]
0:31 [music]
0:40 [music]
0:49 [music]
0:54 [music]
0:55 westerly direction.
1:00 [music] This car is my train.
1:05 I've been driving. I've been wondering
1:07 [singing]
1:10 what it is I'm running from again.
1:15 Feel like an 80year-old man
1:19 holding on to 29.
1:24 Look head on that horizon [singing]
1:30 California line
1:39 [music]
1:40 up ahead. Trucks carrying a wide load.
1:44 Preab house cut in half.
1:49 [music] Cute little front door and two
1:51 windows. My love
1:54 ain't sure whether a cry should laugh.
1:58 You see, I broke a home up myself once.
2:03 As I stumbled to that [singing] door,
2:07 [music]
2:08 I read a note by the dawn light
2:12 and it said, "Don't you [singing] come
2:14 around here [music]
2:17 anymore."
2:21 I've had enough.
2:24 [singing]
2:25 >> Have this freedom on the road.
2:29 >> I was good with decision.
2:33 At least that's what I've been told.
2:39 [music]
2:48 >> [music]
2:51 >> Yes.
2:54 [music]
3:02 >> [music]
3:07 [music]
3:17 [music]
3:26 [music]
3:32 [music]
3:33 >> You are.
3:45 [music]
3:49 [music]
3:58 >> [music]
4:08 >> Let's see. Nice shades. Thank you. No
4:11 longer just on my phone.
4:13 [laughter]
4:15 Am I on the big TV? Did I make it up to
4:18 the big TV? [laughter]
4:22 We got that man from the YouTube up on
4:24 the big TV. He's on the 60 in [laughter]
4:31 [music]
4:32 iPad worthy now.
4:37 iPad. iPad. [laughter]
4:43 [music]
4:46 How was your workshop, Mimi?
4:52 >> [music]
5:11 [music]
5:18 >> Oh, the pin. pinned comment on
5:19 StreamYard. Where's pin comments again?
5:27 Some interface element is covering
5:31 up my pin interface. Hang on. There it
5:35 [clears throat] is.
5:37 Oh, my p my kids got me an iPad. Yay.
5:40 I'm waiting for my keyboard and mouse so
5:42 I can finally do stuff. Oh, that's
5:43 awesome. Cool.
5:47 >> [music]
5:53 >> had an audience of nine. Yeah, baby.
5:57 [music] That's great. Listen, man. An
6:00 audience of one can make a huge
6:02 difference.
6:09 >> [music]
6:16 [music]
6:22 [music]
6:28 >> It's not true anymore, Steve. We have 10
6:30 in here now. [cough]
6:32 [laughter]
6:36 They're getting a little rambunctious in
6:37 here. these irregulars.
6:40 [laughter]
6:44 Oh man, I'm a little sleepy tonight.
6:54 [music]
6:58 Blue
7:00 and I here all along.
7:04 Sunny morning here [singing and music]
7:06 at home.
7:10 Sky's blue and a coffee is strong.
7:14 Kelly can't feeling particularly
7:16 irregular.
7:18 It's true.
7:20 [music]
7:23 Then I open my eyes to a dream realized
7:26 [singing]
7:27 in front of me. [music]
7:32 And I haven't got a clue what in the
7:35 world is happening to me.
7:40 [music]
7:41 Think I think I'm happy
7:44 like a footsteps on a vacation. Happy.
7:48 Got to get a little rest and relaxation.
7:51 Oh, we're down to seven now. [laughter]
7:54 We chased we traced three of them away.
7:56 I got I got all cocky about having 10
7:59 people in here and they're like, "Fine,
8:01 we'll leave.
8:04 >> [music]
8:13 [music]
8:22 [music]
8:30 [music]
8:31 >> So, what we're going to work on tonight,
8:34 last night we worked on I I was really
8:37 pleasantly surprised last night
8:40 that um [clears throat and cough]
8:44 [snorts] I knew what I wanted to do was
8:46 create a personas document
8:49 um for the AI salon and for the um
8:54 the mastermind because we wanted to
8:57 figure out who are people who are
8:59 probably dealing with a little little
9:02 pain right now because of this AI [ __ ]
9:06 Oh, 299 super sticker. Thank you so
9:09 much, Fabian. Appreciate that. Um,
9:12 [clears throat]
9:15 [music]
9:19 and but what what was fascinating, well,
9:22 it's fascinating in hindsight. I didn't
9:24 know what I wanted. I didn't I didn't
9:27 have a good question formulated. I wrote
9:29 a really shitty prompt. I just kind of
9:31 said, "Here's some raw materials. We got
9:33 a website. We've got a community that's
9:36 got some documents in it. Um I wrote
9:38 this article." And it said, "Oh, yeah. I
9:40 already have that article. You you did
9:42 that the other day." So that's in here
9:44 now. So it it remembered that it had
9:47 stuff in its memory, which was kind of
9:48 cool.
9:50 And then I said I basically said,"I
9:52 don't think I know what I want here, but
9:54 I sort of do." And it was like, "I got
9:56 you."
9:58 And it wrote a really good document.
10:02 So tonight, what I want to do, I'm I'm
10:04 in a similar sort of place where
10:06 normally what I would do is I just blast
10:07 forward and go, "Okay, write me a
10:09 creative brief." But I think what I'm
10:10 going to do tonight is I'm going to have
10:13 I'm going to have Claude do a little
10:14 educating ed educate me.
10:18 Uh, I'm going to say, you know, here's
10:21 my general goals of what I'm trying to
10:23 accomplish. Here's this document I've
10:25 got.
10:28 Um, oh, you know what I want to go look
10:30 for?
10:35 Oh, no. That's a different thing. That's
10:36 a different thing. Never mind.
10:39 [music]
10:46 >> [music]
10:51 >> Could I switch the camera and could I
10:54 switch on the black bar? I could. I
10:57 could do that
10:59 if the uh if we're if we're into double
11:02 digits. I'm willing to do that.
11:05 [music]
11:11 >> [music]
11:16 >> So, Mimi, how was the uh how was the the
11:19 thing? Did did you did you blow blow any
11:22 uh minds?
11:24 Have any Kevin Mallister moments in the
11:26 room? What were you talking about?
11:30 [music]
11:36 [singing]
11:39 The video generation is in progress.
11:41 Currently at step eight of eight. So
11:44 Retropunk got me access to um something
11:50 that's connected to Seed Dance 2.0.
11:54 So of course the first thing I did was
11:56 [laughter] was a prompt about a restood
11:58 in an abandoned factory. [laughter]
12:05 Ah, that's pretty funny. Anyway, so so
12:09 what I'm going to do tonight is I'm
12:11 going to have Claude educate me about
12:14 like what kind of briefs do I need if I
12:16 want to do this campaign? We want to do
12:19 an email campaign. Do I need a marketing
12:21 brief? Do I need a creative brief?
12:24 Um,
12:28 do I need campaign briefs? Do I need a
12:30 different campaign for each persona?
12:33 Um, should they all have the same look
12:35 and feel? Like, there's a bunch of stuff
12:36 I don't know.
12:39 Um, Tik Tok pin. Elong Ma,
12:43 I've reached peak vibe coding. I have
12:45 anti-gravity installed with Claude. Oh,
12:48 that's that's pretty baller
12:50 with Claude on the right and [sighs]
12:55 that thing. And GPT on the left. That's
12:58 very cool. [music]
13:04 Maybe a letter to the editor style.
13:08 A letter to the editor style letter for
13:10 each persona. [music]
13:13 Oh, I like that idea.
13:18 [music]
13:25 Oh, you know what would be cool? Silver
13:27 Fox.
13:36 A letter to the editor.
13:44 Trying to think where I'd use them. But
13:47 like you could do a like a before and
13:48 after. You could do like a letter to the
13:50 editor if they didn't join the AI salon
13:52 or if they did. Or you could just say,
13:55 you know, life before the salon, life
13:57 after the salon, and then I joined the
13:58 mastermind, and here's what happens.
14:01 Yeah, that's kind of cool. I like that.
14:07 It was funny, too. They loved my chat.
14:10 Wait, hang on.
14:13 [snorts]
14:13 [clears throat and cough]
14:18 They loved how my chat got absolutely
14:20 nothing right. That's good. Uh,
14:22 seriously, one of the best things if
14:24 you're if you're showing people Kelly
14:26 Camp can attest to this. If you're
14:28 showing people AI and it just does all
14:30 the stuff perfect, it's not it's not
14:33 great because like
14:37 it's intimidating to them, but if
14:39 they're like if if you do it and it's
14:41 like it kind of screws it up and you're
14:43 ah, chat is a dumb dumb, it kind of
14:45 disarms it a bit and it it it creates an
14:48 opening. So, I think that's actually
14:49 good that that happened. And I love that
14:51 they loved it. Walter Johnson Jr.,
14:54 what's happening?
15:00 [music]
15:05 [music]
15:07 Oh, yeah. That's not bad. Silver Fox,
15:09 just write it in there to get the uh
15:14 [music]
15:18 >> [music]
15:29 [music]
15:33 [music]
15:39 [music]
15:45 [music]
16:02 [music]
16:05 >> I Didn't mean to cause you any trouble.
16:10 [music]
16:13 Didn't mean to cause you any pain.
16:16 [music]
16:21 Only one time to see you laughing.
16:24 [music]
16:28 Only want to see you laughing in that
16:31 purple ring. Purple ring. Purple rain.
16:36 [singing]
16:40 Purple rain. Purple rain.
16:43 [singing and music]
16:47 Purple [singing] rain. Purple rain.
16:56 Oh, Walter's my neighbor that joined me
16:57 in the last last office hours. Welcome,
16:59 Walter.
17:02 >> [music]
17:03 >> You're getting the the full AI AI salon
17:06 experience. Office hours, the wacky
17:08 lives with the singing dog
17:11 and the add host.
17:14 [laughter]
17:16 I am sure Kelly prepared you. I may
17:18 occasionally finish a sentence, often
17:20 not. Um,
17:23 and tonight's a tonight on a very
17:25 special edition of AI Learning Lab Live.
17:28 [laughter]
17:31 >> [music]
17:40 [music]
17:45 >> Let me see if I got seed dance.
17:49 Did it happen? Did it happen? Generation
17:51 is still in progress. Let me check
17:53 again.
17:55 [music]
17:59 >> [music]
18:06 >> Heat. Heat. [music]
18:13 [music]
18:18 [music]
18:23 [music]
18:31 >> [music]
18:39 [music]
18:44 >> Every time I say it now,
18:47 get that look in my eyes.
18:50 [music]
18:51 Every time I see your mouth, I hear that
18:55 smile.
18:58 The early misty [singing]
19:00 morning [music] light heard the engine
19:03 turn.
19:05 We all thought outside. [music]
19:13 But you were leaving [singing] me
19:17 again today.
19:19 [music]
19:20 You were convince [singing] me
19:23 again today.
19:26 Leaving this hotel looking for someone
19:30 else's golden ring,
19:34 [music]
19:38 [laughter]
19:40 not a special edition. Is there about to
19:42 be a moral story about drugs?
19:45 [laughter]
19:48 Um,
19:50 uh, no. There's there's no there's
19:52 nothing there's we got nothing going on
19:54 here.
19:55 Okay. [clears throat]
19:58 So, I think what we'll do, we ended last
20:00 night, if you recall, we ended last
20:02 night reviewing a persona brief.
20:07 So, let me give you the let me give you
20:09 the rundown of what what I'm trying to
20:11 accomplish.
20:14 Um, do more drugs. Yes. Yes. It's AI is
20:20 about to blow everything up. So, so
20:23 enjoy yourselves. Have at it. [laughter]
20:31 So, in a leadership meeting yesterday,
20:33 was it yesterday, Brandon? I think it
20:35 was yesterday. Might have been the day
20:36 before. I think it was yesterday.
20:39 Um, we came up with what? Well, we asked
20:42 the question, um, how are we talking
20:45 about getting people into the salon? We
20:48 were looking at our numbers and looking
20:50 at our numbers for people signing up for
20:52 the mastermind. We were like, well, how
20:54 do we improve those? Well, how are we
20:55 talking about them? Right? And so we
20:59 realized we were talking about them in
21:00 kind of this mealymouthed, not really
21:03 interesting and compelling kind of way.
21:06 And I had a conversation with a buddy of
21:07 mine who's really good salesman that
21:09 said, you know, identify the pain. Like
21:12 people people don't want to they don't
21:15 want to talk philosophically about the
21:17 [ __ ] they're going through. If they're
21:19 in pain, they want the pain to stop.
21:22 So can you identify who are the people
21:24 in the world right now being impacted by
21:26 AI today
21:28 that are either nervous or anxious or
21:32 have lost their jobs or are an executive
21:35 trying to you know take a make a lateral
21:38 move whatever it might be
21:41 [clears throat]
21:43 and then can we communicate to them like
21:45 why being in a community like the AI
21:47 salon would be valuable to them how it
21:49 would be you know like like a
21:52 like a couple of aspirin to make the
21:53 pain go away. Um, and then there's
21:56 deeper stuff in there. Great. They can
21:57 discover that over time, but this is
21:59 about communicating with them in the
22:01 first place. So, the first step was we
22:03 had to come up with the personas. We did
22:05 that last night. They're really good.
22:07 Um,
22:09 the next step is once we have the
22:11 personas, once we know who who we're
22:13 talking to, then we need to create the
22:16 creative briefs, right? the the briefs
22:18 that say here's what the brand is,
22:20 here's what the value propositions are,
22:22 here's all the different things that
22:24 they have to offer.
22:26 Um,
22:27 and then on a I think on a per persona
22:30 basis, like here's how we're going to
22:32 communicate to them. Here's, you know,
22:34 maybe the the style of graphics, here's
22:36 the style of copy, whatever it might be.
22:40 Then we could probably take it a layer
22:42 deeper and do a campaign brief that
22:44 basically, you know, sort of lays out
22:46 the the the specifics for each campaign.
22:50 And then probably tomorrow, what we'll
22:53 move into is building some
22:56 graphics, emails, some creative
22:58 executions. And then Friday night, I
23:00 think what we'll do is we'll vibe code
23:02 um a landing page uh for for at least
23:06 one of the personas. So that's what
23:08 we're up to. Um, let me share my screen.
23:12 I think it's shared. You can go ahead
23:13 and share my my uh screen there,
23:16 Brandon, if you're there.
23:25 Okay. Five target personas for creative
23:28 and marketing outreach. Types of people
23:30 who may be presently in who who may
23:33 presently be in discomfort. I don't
23:35 really like that phrasing, but that's
23:36 okay. and might be seeking what the AI
23:39 salon um already offers
23:44 already offers. seeking what the AI
23:46 salon offers. May maybe be seeking
23:50 whatever that's fine.
23:52 Okay. Strategic framing the deeper
23:55 problem. The headlines say AI is taking
23:57 jobs. The great repurpose identifies
24:00 something more fundamental. AI is
24:02 disrupting the relationship. Oh, by the
24:04 way, from last night to tonight, I did a
24:06 slight very I I did a slight update to
24:08 this brief or to this research or this
24:10 whatever this is um the persona
24:14 document. Um,
24:16 the way it had written it, it it made it
24:18 sound like The Great Repurpose was just
24:20 about people who keep their jobs and
24:23 their jobs are different than they used
24:25 to be. And so I had to expand it uh to
24:28 to include all the different ways people
24:31 might be impacted. The Great Repurpose
24:33 identifies something more fun
24:35 fundamental. AI is disrupting the
24:37 relationship between human beings and
24:39 the work that gives them meaning. This
24:41 plays out in three ways. Some people
24:43 lose their jobs outright. Others keep
24:45 their jobs but lose specific tasks that
24:47 made those jobs feel purposeful. The
24:50 brush stroke, the analysis, the client
24:52 relationship. I would argue the client
24:54 relationship still endures, but
24:57 whatever. And still others experience a
25:00 subtler disorientation. The world just
25:02 stops working the way it used to. The
25:04 phone stops ringing. The rules change.
25:06 The expertise that commanded respect for
25:08 decades is suddenly available to anyone
25:11 with a chat GPT subscription. In a
25:14 culture where 55% of Americans say their
25:16 jobs give them their identity, 70% among
25:19 college graduates, all three of these
25:21 disruptions threaten something deeper
25:24 than a paycheck. They threaten meaning.
25:26 The marketing question. AI salon can't
25:29 can't help everyone. AI is hurting. A
25:32 drone displaced delivery driver needs
25:34 job retraining. a packing plant worker
25:37 needs a union and a transition program.
25:39 Those are real needs, but it's not what
25:41 the salon provides. The question is,
25:43 whose specific pain does the AI salon
25:46 specifically relieve? The salon's
25:49 medicine, like this is just it's just
25:51 good good foundational
25:55 um
25:56 narrative. The salon's medicine. The AI
25:59 salon is a values-driven creative
26:01 community built on play first, create
26:03 excellence, and generously lead for the
26:05 98.5%
26:07 who who are not engineers. It's medicine
26:10 is community, creative exploration,
26:12 hands-on practice with generative AI,
26:14 peer support, and a new mental model for
26:17 how human value relates to to this AI
26:20 capability. The right personas
26:23 are people whose pain wait. Oh, the
26:26 right personas are people whose pain
26:28 responds to those spe that specific
26:30 medicine. People experience experiencing
26:33 a crisis of meaning, identity, or
26:35 purpose, not just an economic crisis.
26:38 Lunik,
26:41 hey all, I filed for mayor. Hallelujah.
26:44 Congratulations. Oh, that's so exciting.
26:46 So, so, uh, Lunishtik is lives in
26:50 Florida. She lives in a in a community
26:51 just outside Tampa. and she has
26:55 historically been in political life in
26:59 Utah and got out of that cuz it drove
27:03 her mad. It drove her mad.
27:07 And when I met her, she was like, "Not
27:09 doing that again." And she's been she's
27:12 our political director for the AI salon.
27:14 And when when was it like two months
27:16 ago? She's like, "I think I might run.
27:17 Someone suggested I should run for
27:19 mayor. I think I might do it." So she
27:21 filed. Congratulations.
27:23 That's huge.
27:26 That's huge. Look at that. The salon
27:29 reformed you. [laughter]
27:34 You were cynical. You didn't think
27:36 anything could would matter anymore. And
27:38 now look at you. Oh, that's so cool.
27:40 That's so exciting. Oh, man. The salon
27:43 healed me. We We have a testimonial. We
27:46 got it right there. The salon healed me.
27:51 That's awesome.
27:53 Oh, cool. Okay. The unifi unifying
27:56 insight. Each persona in this brief is
27:58 living some version of the same
28:00 sentence. The work that defined me is
28:02 changing faster than my identity can
28:05 keep up. That's the emotional frequency
28:08 the salon should broadcast on. It's what
28:10 separates the salon's message from every
28:13 other learn AI pitch. It's good. Um,
28:17 okay.
28:20 Beautiful. And then uh selection
28:23 criteria. So they did some waiting. So
28:25 who's got acute pain now? Is the person
28:27 actively struggling today, not some
28:29 theoretical future? Can community,
28:32 creative play, and peer learning
28:34 actually help or do they primarily need
28:36 a paycheck retraining or policy change?
28:39 Um self- selection. Would this person
28:41 plausibly search for, respond to, or be
28:43 referred to a community like the salon?
28:46 And then the great repurpose alignment.
28:48 Is this person experiencing the meaning,
28:51 identity, purpose, crisis, whether they
28:53 lost a job, lost tasks that define their
28:55 jobs, or simply feel the world shifting
28:57 underneath them? Um, and then it went
29:01 and it found a bunch of different um
29:04 persona types, K12 teachers, tutors,
29:08 solo consultants, small agency owners,
29:10 real estate agents, blah blah blah. And
29:13 then it did a stack ranking uh against
29:16 those four criteria, acute pain, salon
29:19 fit, self- select, repurpose, and then
29:22 they got a total score. And then it
29:24 picked five based on that those
29:26 waitings. And so here they are. So this
29:28 is what we were talking about last
29:30 night. Hang on, let me drink some water.
29:38 >> [laughter]
29:39 >> We're g we're gonna have to if Luna
29:42 Stick comes when when she wins. And she
29:44 is going to win. By the way, I think
29:46 she's got to raise some money. If you
29:47 want to support a local politician,
29:50 support a flipping irregular.
29:52 [laughter]
29:54 And then if when she wins, she's going
29:56 to come in here. We're have to refer to
29:58 her her as Madame Mayor. Madame Mayor
30:00 Lunishtick. [laughter]
30:04 It's really good. Oh man.
30:07 [clears throat] Okay, so here's the
30:08 here's the five personas that we came up
30:10 with last night.
30:12 The creative professional under siege.
30:14 My clients are replacing me with a
30:16 prompt. Their livelihood is now being
30:17 commoditized in real time. Clients are
30:19 paid 5K for a brand identity now
30:22 generate good enough uh in midjourney.
30:25 Copyrightiting rates have cratered.
30:27 Stock photography is devastated. Voice
30:29 actors are watching AI clone their
30:30 voices. Video editors see budgets
30:32 slashed.
30:34 Um, they're caught, this this is, I
30:36 think, really quite strong. They're
30:37 caught between refusing AI irrelevance
30:40 and adopting AI, betraying the craft
30:42 that defines them. This is not a skills
30:44 gap. It's an identity crisis.
30:47 The great repurpose connection. Their
30:50 identity is fused to specific creative
30:52 tasks. The brushstroke, the word choice,
30:55 the vocal performance. When AI absorbs
30:58 those tasks, the wound is existential.
31:01 If anyone can make what I make, what am
31:03 I? Many are freelancers with no
31:06 institutional safety net. So all three
31:08 face faces of the crisis hit hit at
31:11 once. Some are losing work outright.
31:14 Some are keep working but losing what
31:16 made it meaningful and all of them are
31:18 feeling the ground shifting. The phone
31:20 stops ringing. The rates drop. The world
31:22 just doesn't value what it used to.
31:26 The highest alignment. This is in salon
31:28 fit. salon [clears throat] literally
31:30 began as the AI artist salon. Its DNA is
31:34 creative people figuring out how to
31:35 wield AI as a medium, not be replaced by
31:38 it. Create excellence is their direct
31:40 answer. AI raises the floor for
31:42 everyone. Only human vision and taste
31:45 raise the ceiling. The path from fear to
31:48 mastery is the salon's core journey.
31:51 It's good. They need permission to play
31:53 with the tools that terrify them in a I
31:56 I love that line, right? Creative
31:59 professionals need permission to play
32:00 with the tools that terrify them in a
32:03 community that won't judge them. That's
32:05 Friday office hours. They arrive scared
32:08 and they leave making things they never
32:10 could before. Highest evangelist
32:12 potential. Their transformation is
32:14 visible.
32:16 The message hook. The tools that
32:18 threaten your craft can become the most
32:20 powerful creative instruments you've
32:22 ever touched. But not alone.
32:25 Yeah. Isn't this cool?
32:27 Lead with empathy for the identity
32:30 crisis. Then show the path fear to play
32:33 to a new relationship with your craft
32:35 that's actually more you not less.
32:38 Really good covers. Graphic designers,
32:41 illustrators, copywriters,
32:42 photographers, voice actors, video
32:44 editors, musicians, SEO specialists,
32:46 cookbook authors. Silver Fox Gutter
32:49 cookbook authors in the final document.
32:52 Congratulations. actors, journalists,
32:54 writers of all kinds, cookbook authors.
32:57 [laughter] I almost didn't write that in
32:59 there because it was perfect but silly,
33:02 but not to cookbook authors. It's not
33:05 silly. [laughter]
33:07 Oh man. Okay. Um, persona 2, the
33:11 threatened independent. Th This one is
33:14 heartbreaking. My expertise was my
33:16 business. Now it's a subscription. solo
33:20 consultants, fractional executives,
33:22 freelance professionals, small agency
33:24 owners, independent coaches, and
33:27 soloreneurs whose whose personal
33:29 expertise is their product. The
33:32 marketing consultant who charged $250 an
33:35 hour for strategic insight now watches
33:38 client get 80% of that from Claude for
33:40 20 bucks a month. Uh, and frankly, what
33:43 we're doing here, this is more than 80%.
33:46 Like this is a well researched, well
33:50 written, well constructed and
33:52 welldesigned document.
33:56 [sighs and gasps] I added that for my
33:57 entertainment
33:59 deletion is in order. No, I'm keeping it
34:01 in there. I'm keeping it in there. Good
34:03 cookbook authors. It's so good. Okay.
34:07 The independent recruiter whose judgment
34:09 uh was their value watches AI screening
34:13 automate their core function. the small
34:15 PR agency that ran uh on three people
34:18 now competes against one person with AI
34:20 tools. Uh Cindy, I talked to Cindy [ __ ]
34:23 today and um there's someone that we
34:27 know who's got a business
34:31 um that is doing this kind of research.
34:34 And she said as she watched the show
34:36 last night and watched this thing
34:38 unfold, she was like, "Oh my god, that's
34:41 that guy's whole business." It's like,
34:43 oh Christ.
34:46 But that's the deal. We all now get to
34:50 be, you know,
34:53 [clears throat] level up our expertise
34:54 in on areas where we might not have been
34:56 really good before. Unlike unemployed
34:59 professionals, they have no corporate
35:00 safety net. Um, disruption hits their
35:04 income and their identity
35:05 simultaneously.
35:07 Their expertise was their brand. Their
35:09 judgment was their moat. AI is filling
35:11 the moat. The great repurpose
35:13 connection. These people built their
35:15 entire lives around the equation. My
35:17 unique knowledge equals my value. This
35:21 is so many people I know,
35:26 including myself to a great degree,
35:28 right? Like if I think about it,
35:31 like part of what I trade is like I know
35:33 stuff. [laughter]
35:35 I know stuff and therefore you should
35:37 value me. Yeah. When AI commoditizes
35:41 that knowledge, it threatens the very
35:43 logic of their professional existence.
35:46 For many, this isn't a sudden layoff.
35:48 It's the slow, disorienting experience
35:51 of the phone not ringing as much, the
35:54 proposals not converting, the world
35:56 shifting in ways they can feel but can't
35:58 quite name. They need to find a layer
36:01 above knowledge, wisdom, relationships,
36:04 curation, creative direction that AI
36:06 can't replicate. Salon fit very high.
36:09 Independents are natural self-starters,
36:11 experimenters, community seekers.
36:13 They're exactly the kind of people who
36:14 show up in the salon. Curious,
36:16 entrepreneurial, hungry for edges. The
36:19 mastermind practice lab is built for
36:21 them. It's the peer advisory board they
36:24 don't have. The structure of design your
36:26 daily practice maps directly um to how
36:30 independents think about professional
36:32 development.
36:34 They bring enormous diversity of
36:36 expertise. A room with an independent
36:38 recruiter or fractional CMO, a solo
36:40 designer or freelance data analyst
36:42 creates the cross-pollinate pollination
36:44 the salon thrives on. High conversion
36:47 potential for the mastermind paid tier.
36:50 They already invest their professional
36:53 development. Um, let's see. It's
36:55 actually What's our What's the new uh
36:58 It's $49, right? Or is it $47, Brandon?
37:03 >> [clears throat and cough]
37:04 >> I think it's 47.
37:06 Yeah. Okay.
37:09 Message hook. Your expertise isn't
37:10 obsolete, but selling it the old way is.
37:14 Come find the new way with the people
37:15 who get it. That's not bad.
37:18 Come find the new way with the people
37:19 that get it. I don't know if I like
37:20 that, but that's okay. Lead with a
37:23 specific terror of watching your
37:24 business model erode. Then position the
37:27 salon is where independents reinvent how
37:30 they deliver value. Not by competing
37:32 with AI on knowledge, but by competing
37:35 on the human layer AI can't touch. I
37:37 like that. That's good. Okay.
37:40 Persona 3, the e educator in existential
37:43 drift. Um, let's see what are the
37:45 question. What are the comments here?
37:48 Um,
37:52 oh, Vicki, you did cookbook authors. Oh,
37:55 wait.
37:57 I Okay, wait. Vicki was try Vicki was
38:01 trying to horn in on Silver Fox's
38:03 cookbook author's suggestion and and I
38:07 think she got busted. She goes, "Oh,
38:09 wait. I retract that. [laughter]
38:11 I commented on the cookbook authors."
38:18 There's there's a fight brewing in the
38:20 comments, kids. I like it. It's over
38:22 [laughter]
38:23 It's over who mentioned cookbook
38:24 authors. That was my cookbook author. my
38:28 cookbook authors.
38:30 Neither of them talk like that, by the
38:32 way. Okay. [clears throat]
38:35 The educator in existential drift. My
38:37 students are using AI better than I am,
38:39 and I don't know what I'm teaching
38:41 anymore. That's terrifying and true.
38:45 This is one of the largest populations
38:47 experiencing the crisis. The Great
38:48 Repurpose describes 85% of teachers. You
38:51 know what's fascinating, man, is like I
38:53 almost feel like
38:56 like teachers right now with this AI
38:58 stuff, if you're in a district that
39:01 denies AI that that has banned it,
39:04 you're screwed. If you're in a if you're
39:08 [laughter] in, you know, a a district
39:10 that embraces AI and says, "Go figure it
39:13 out." You're basically trying to figure
39:15 it out and probably realizing, "Oh my
39:17 god, all the stuff, all of the expertise
39:21 that the kids rely on me for,
39:24 this thing now does
39:27 like way deeper on all of the subjects."
39:31 And so, yeah, this is crazy.
39:34 Teachers built their identity around
39:36 developing minds, teaching critical
39:38 thinking, nurturing the writing process.
39:40 Now, students generate essays in
39:41 seconds. I don't like that.
39:45 Let's see. Now, now students
39:49 have access
39:52 to
39:55 the
39:56 largest
39:59 knowledge
40:04 um
40:08 I guess repository makes it sound like a
40:10 database.
40:12 in
40:15 history.
40:17 For educators, it's not job loss. It's
40:20 the rarer and harder to name version.
40:22 The great repurpose identifies three
40:24 faces of disruption. Losing your job,
40:27 losing the tasks that make your job
40:30 meaningful and experiencing a broader
40:32 disorientation of a world that doesn't
40:34 work the way it used to. Educators are
40:36 living in the second and third phases
40:38 simultaneously. Every morning they walk
40:40 into a classroom where the rules have
40:42 changed and no one told one told them
40:45 the new ones. College professors face it
40:47 even harder. Their authority was built
40:50 on being the expert in the room. Now
40:52 students have an always available expert
40:54 in their pocket. Humanities professors
40:57 especially English history philosophy
40:59 are watching AI absorb the exact
41:01 analytical and writing skills they spent
41:03 decades mastering.
41:08 Massive scale. 3.7 million K to2
41:11 teachers, 1.5 million college
41:13 professors. Even a tiny penetration rate
41:16 is is a huge community. The educators
41:20 talk to each other. Word of mouth is
41:21 their primary profession network.
41:24 Message hook. You're not losing students
41:26 to AI. You're losing a model of teaching
41:29 that was already too small for what
41:31 you're capable of. Let's find a bigger
41:33 one. I like that. Lead with a specific
41:36 daily frustration.
41:38 students using AI to cheat. Admin
41:40 pressure with no training. I don't like
41:43 that. Let's see.
41:47 Um
41:49 I'm just going to say students using AI
41:54 more effectively
42:00 than you. Admin pressure with no
42:03 training, feeling like a fraud. Then
42:05 reframe. The AI salon is where educators
42:07 rediscover why they teach and gain the
42:09 AI flu fluency to teach differently, not
42:12 defensively.
42:14 All right,
42:16 that messaging is not great, but we can
42:18 we can maybe go fix that. Um,
42:22 the displaced professional in identity
42:24 crisis. I'm I'm too experienced for
42:27 entry level. I'm too traditional for
42:28 what's next.
42:31 They've been laid off, restructured out,
42:33 or pushed out. executives in transition,
42:35 ex-federal workers, mid-career
42:37 professionals who depart whose
42:39 departments were optimized, recent
42:41 graduates who can't get hired. 2025 saw
42:44 1.17 million layoffs, 696 job cuts in
42:48 just the first five months. This persona
42:51 spans both ends of the career spec
42:53 spectrum. The experienced professional
42:56 and the recent graduate. Both are in
42:59 freef fall. Both are invisible to the
43:02 job market.
43:03 The 35 to 50 career changers who are who
43:07 aren't yet laid off but are actively
43:09 planning their escape also belong here.
43:12 Doomcrolling layoff trackers at 2 a.m.
43:15 Updating LinkedIn in secret. Oh, good
43:18 lord. The great repurpose connects them.
43:21 Three age cohorts need to decouple
43:24 self-worth from task based work and
43:26 discover value that doesn't dispend
43:30 depend on a specific job description.
43:33 The experience feels the experienced
43:36 feel the loss of what was the young feel
43:40 the loss of what was supposed to be. The
43:42 midcareer feel the world shifting in
43:44 real time and wondering how long the
43:46 music keeps playing. That's [ __ ]
43:48 depressing.
43:50 We did a we did an AI readiness uh
43:53 project podcast today. The the guest
43:55 speaker had a family emergency so he
43:57 couldn't come and so it was Ann and I
43:59 just talking about the great repurpose
44:01 and stuff and it was I it was a tad
44:03 depressing if there were some of you
44:04 were there. [laughter]
44:07 There's no fighting in AI with
44:09 educators. I'm not sure their new roles
44:11 are quite identified yet. I think that's
44:13 absolutely right, Silver Fox, and I
44:16 don't think they're going to be for a
44:17 while because the the education
44:20 institution
44:22 has got to catch up. Like, basically,
44:24 the technology needs to stabilize long
44:27 enough for the educational institution
44:28 to build curricula around
44:32 the new thing, but the new thing keeps
44:34 moving. So, [laughter] so, and and half
44:37 the education world, you know, is just
44:39 going, you know, AI's for cheaters.
44:42 We're not going to deal with it. It's
44:44 wild. Tik Tok pin Mary. Um, this is the
44:47 most interesting and valuable think
44:48 tank. Thanks. Thanks to the wonderful
44:52 mine's in here. I know. Isn't this cool?
44:54 Okay. Salon fit. The salon offers no
44:57 what no job can. A community where
44:59 experience or potential is valued and
45:02 where they explore AI without proving
45:05 ROI to anyone. That's good.
45:08 Friday office hours is the entry point
45:10 for all three. That's really good. Okay.
45:13 Message hook for the experienced. You
45:15 didn't lose your value. The system that
45:17 measured it just broke. Let's find a
45:19 better one or find a better one in the
45:21 salon. For the young, the career you
45:24 planned may not exist. That's [ __ ]
45:27 depressing. [laughter]
45:29 Hey, you know the four years you just
45:31 spent dreaming about that awesome
45:33 career? Yeah, about that.
45:37 But the one but
45:40 um the career [clears throat] you plan
45:42 for may not exist, but the one you're
45:44 going to build with people who've
45:46 reinvented themselves before might be
45:49 better. That's good for both. This isn't
45:51 a job search. It's a meaning search. And
45:53 you don't have to do it alone. Those are
45:55 pretty good. Like it. [snorts] Okay,
45:57 last one.
45:59 The self-aware seeker. And this is a lot
46:01 of the a lot of the irregulars are this.
46:04 Um, although I would I would say if
46:06 you're in the salon and you come here a
46:08 lot, you're not paralyzed, but you might
46:10 be scared. The self-aware seeker. I can
46:13 see exactly what's coming and I'm
46:14 paralyzed. [laughter]
46:16 Just like Jesus, they're employed. They
46:19 may be even doing well, but they can
46:21 feel the ground shifting and they know
46:23 the two to threeyear trajectory of their
46:26 role or industry. They've read Goldman
46:28 Sachs report, the WF projections, the
46:30 anthropic CEO's white collar bloodbath
46:33 warning. They're not in denial. They're
46:36 in analysis paralysis. They've tried
46:40 Okay. Um,
46:46 they've tried AI tools on their own.
46:47 They know they're powerful, but
46:49 experimenting alone feels aimless. Like
46:51 learning a guitar in a room with no one
46:54 to play with. that that's a bad thing
46:56 because you can play guitar in a room
46:58 alone and have a good [ __ ] time. So,
47:02 let's say so like like um how about like
47:06 like
47:10 conducting
47:12 a symphony
47:18 in a room alone?
47:24 Wait. Alone in a room
47:29 with no
47:33 musicians in the chair.
47:37 They don't need convincing. They need a
47:39 community and a practice. They're the
47:42 person in the meeting who sees
47:44 disruption coming while their colleagues
47:46 debate whether AI is a fad. It's lonely
47:49 being an early noticer. They're the ones
47:54 >> [sighs]
47:54 >> How did it get the grammar wrong? AI
47:57 never gets the grammar wrong. They're
47:59 the ones who won't shut up about AI
48:02 and get eye rolls for it.
48:06 The great repurpose connection.
48:07 Anticipatory grief. They can feel the
48:10 meaning transition coming before it
48:11 arrives. They're mourning a professional
48:14 future that hasn't died but is clearly
48:16 terminal. That's a great line.
48:22 They're mourning a professional future
48:24 that hasn't died yet, but is clearly
48:26 terminal.
48:28 They're the most psychologically
48:29 prepared for the great repurpose. They
48:32 just need a framework and community to
48:34 move through it instead of being frozen
48:36 by it, the highest conversion.
48:39 These are the salon's ideal incoming
48:41 members, already curious, already
48:43 motivated, already experimenting. They
48:45 just need to not do it alone anymore.
48:47 The play first cycle was designed for
48:50 them. They skip the convincing saggents
48:52 entirely and go straight to practice.
48:55 Fastest path from free community to
48:57 mastermind.
49:00 They become the the salon's connectors.
49:02 Oh, this is interesting. They're the
49:04 ones who drag their creative friends,
49:06 Persona 1, their solo consultant
49:09 colleagues, Persona 2. this. So, Source
49:12 Camp, you're doing this tonight,
49:14 dragging your friends along to the AI
49:16 learning lab. [laughter]
49:24 It would really suck for these kids that
49:26 had to endure COVID, too. Yeah, I know,
49:29 man. Well, you I I said this last night.
49:32 I feel like CO was a practice run for
49:34 this AI [ __ ]
49:36 Um, they're laid off former boss Persona
49:39 4 into the community. Marketing to
49:41 Persona 5 is marketing to all five.
49:44 That's great.
49:47 I'm glad I'm glad we went through this
49:48 tonight in this detail. Marketing to
49:52 Persona 5 is marketing to all five.
49:57 And I would argue that this like the the
49:59 the irregulars, the the really active
50:02 community members in the salon, I would
50:04 argue are self-aware seekers. I can see
50:07 exactly what's coming and I'm paralyzed.
50:10 I instead of paralyzed,
50:13 I'm just going to say and I don't know
50:15 what to do. I don't know
50:19 what to do.
50:21 They might be paralyzed, but like
50:26 what to do?
50:29 What I experience with the salon
50:32 is is these
50:35 undulations, oscillations of I'm super
50:39 excited. I'm terrified. I'm super
50:41 excited. I don't know what to do. I know
50:42 exactly what to do. I don't know what to
50:44 do. Like, [laughter] it's just right.
50:46 That feels very natural to me. Okay.
50:51 Message hook. You see what's coming. So
50:53 do we. Stop watching alone and start
50:55 building with people who get it. Lead
50:57 with recognition. Okay.
51:00 So we have this document.
51:02 Um I'm going to re-upload it because I
51:04 made changes to it. So let me re-upload
51:06 it. Upload file.
51:13 Kyle returns. So I'm in Claude now. If
51:15 you're wondering where I am, I'm pretty
51:17 proud of it. But I'm sharing links all
51:18 over the next couple of days. That's
51:19 awesome.
51:21 I think it's a really interesting take,
51:23 Kyle.
51:27 It's with my first pandemic.
51:30 Yeah.
51:39 Um
51:43 Okay.
51:54 Yesterday you helped me
51:57 create the attached persona brief for
52:00 the Aelon
52:03 the mastermind
52:05 program.
52:09 It said the assalon. Did I really sound
52:14 am I really that tired that I pronounced
52:16 AI salon as as salon? The Aelon,
52:20 the mastermind program, mastermind
52:23 practice
52:34 and the great repurpose period.
52:45 The next step is that I want to
52:48 understand
52:55 and be educated about
53:00 the kinds of briefs I need to create
53:06 now that we know who we're talking to.
53:08 Period. Do I need
53:13 a creative brief? Do I need a marketing
53:15 brief? Do I need individual campaign
53:18 briefs?
53:20 Do you imagine there being a different
53:22 campaign per persona?
53:26 How do we make decisions about tone and
53:29 brand and
53:44 tactical choices.
53:49 Give this a good hard think and act as a
53:55 marketing strategist
54:01 who cannot tolerate
54:10 cliche derivative work. Period.
54:16 I want this work to be immediately
54:19 accessible,
54:22 compelling,
54:24 and drives
54:26 activity.
54:30 Period.
54:33 One tactical idea that we had was that
54:40 the marketing campaign's call to action
54:43 is actually driving one of these persona
54:48 people
54:50 to a vibecoded
54:52 self assessment tool that gives them a
54:55 score of where they are on the journey
54:58 and recommends
55:01 things within the AI salon, the
55:03 mastermind,
55:05 andor the great repurpose
55:09 period.
55:11 That feels like a big idea, but there
55:13 are likely others. So again, what I'm
55:17 looking for for you is an education
55:20 around the kind of documents I need to
55:22 create,
55:28 what their purpose is, and the order of
55:31 operations for creating them.
55:34 Period.
55:38 All right, that was a lot.
55:42 [clears throat]
55:43 thinking about sequencing marketing
55:45 documents and pon persona specific
55:47 campaign.
55:49 Reading the uploaded persona brief.
55:53 Isn't that funny? It just took us
55:54 whatever it was 20 minutes to read that
55:56 document. Claude's just like, "Yeah, I
55:59 got it. [laughter]
56:00 Let me just suck that thing in there."
56:02 Yep. Got it.
56:04 Oh my god, I forgot. I went to get ice
56:07 Cosmo and ended up with an ice cream
56:10 cone.
56:12 Oh, while that thing's running, um I
56:15 mentioned this the other night, but if
56:17 you're a member of the AI salon and
56:19 you're on the in our email list, check
56:21 your email. We sent out a survey um for
56:24 salon members to give us your opinion on
56:28 on how we can make things better in the
56:30 salon. Um it went out, I don't know, two
56:33 days ago, three days ago. Um in in the
56:36 first day, we've had 33 people respond,
56:39 which is which is not bad. It's solid,
56:41 but we want way more. So, please go
56:43 check your email. If you don't see it,
56:45 check your your spam folder. Sometimes,
56:47 uh, you know, group emails like salon
56:50 emails get get dep prioritized in your
56:53 inbox. Found out last night that my mom
56:55 is on the mailing list. Nice. Have her
56:58 fill out the survey. [laughter]
57:00 That's awesome.
57:04 That's super good.
57:09 Okay, I've read the persona brief. It's
57:11 sharp work. Well, you wrote it, you big
57:13 dumb dumb. The scoring methodology, the
57:15 expanded universe filtering, the four
57:18 beat messaging pattern. That's a strong
57:20 foundation. Now, let me think through
57:22 this properly because the order of
57:24 operations question here is where most
57:26 marketing efforts go wrong. People jump
57:29 straight to the campaign briefs and
57:31 wonder why everything feels
57:32 disconnected. That's what I'm saying.
57:35 I have round glasses like an advertising
57:38 agency professional.
57:42 That's why I got them.
57:44 So I don't have imposttor syndrome. If
57:47 you get the right glasses, you can do
57:49 any job. I think that's common sense.
57:55 [sighs]
58:01 Corey Sandler knows that.
58:11 There was a conversation between um
58:13 Source Camp and Corey Sandler and myself
58:16 where we were going to start a glasses
58:17 business where where you designed your
58:20 glasses in in a custom GPT that Corey
58:23 wrote. Remember that. [laughter]
58:28 That must be why I change my glasses
58:30 every day. That's it, Vicki. Any job you
58:32 want, you just slap on the different
58:34 things. Okay, here we go. [snorts]
58:38 The summary. What to build in what
58:40 order.
58:44 Let's see. Oh, this is cool. This wrote
58:46 this as a big ass document
58:53 from persona brief to campaigns. The
58:56 document hierarchy.
59:00 what you have and what it's worth. The
59:02 persona brief you build is a strategic
59:05 foundation document, not a creative
59:07 brief, not a campaign brief, not a
59:08 messaging doc. It sits underneath all of
59:10 those. Think of it as the geological
59:13 survey before the architect draws the
59:15 blueprints. Okay.
59:18 And so that's explaining what that is. I
59:19 know what that is. Okay. The documents
59:21 you need in order brand platform. What
59:24 it is a one-page maybe two-page document
59:27 that codifies the AI salon as a brand.
59:29 Not a logo, not a guide, not a color
59:30 palette. The soul of the thing,
59:33 rendered indecisions, what it contains.
59:35 Positioning statement, one sentence. The
59:37 AI salon is a community where
59:39 professionals whose identities are being
59:41 disrupted by AI find belonging,
59:44 curiosity, a new relationship with their
59:46 own value. That's a draft, not a
59:47 prescription.
59:49 Okay. Um, brand character
59:53 if the salon. Okay. Whatever. What?
59:56 They're not. It's not a boot camp.
59:58 Competitive differentiation.
1:00:01 The great repurposes role. Is it the
1:00:03 brand's intellectual framework? Is it
1:00:05 the content engine? Is it a marketing
1:00:08 hook? All three decide here
1:00:11 why you need it. Okay, let's see.
1:00:19 So, let's just do these in order.
1:00:25 Let's download this document
1:00:32 and let's move it immediately. We're
1:00:34 going to move these immediately
1:00:40 into the appropriate folders.
1:00:45 Cindy [ __ ] would be proud.
1:00:54 Okay, there's the marketing document.
1:00:57 Okay, great. Okay. Um, based on the
1:01:02 research
1:01:04 you did yesterday
1:01:09 on the salon website,
1:01:14 community
1:01:17 and
1:01:18 great repurpose
1:01:22 article, [clears throat]
1:01:27 please
1:01:30 Ask me the questions
1:01:35 you aren't clear on
1:01:40 to write
1:01:42 a first
1:01:45 draft
1:01:47 of the brand brief.
1:01:56 Do
1:02:01 do.
1:02:07 [clears throat]
1:02:14 All right. Well, that's working. We can
1:02:15 read some more of this document. So, the
1:02:18 brand brief is pretty clear. What's the
1:02:20 next one? We need
1:02:25 a message architecture. It's a
1:02:27 structured document. See, this is I'm
1:02:29 glad I asked for this. I pulled up. This
1:02:32 isn't going to last long. It looks like
1:02:33 it's done.
1:02:35 It's too fast for us.
1:02:48 Um, Liz is the
1:02:52 co-host
1:02:58 and
1:03:00 um,
1:03:04 visionary of the
1:03:08 mastermind
1:03:10 practice.
1:03:13 and co-leader
1:03:16 of the mastermind
1:03:20 practice lab which
1:03:24 meets weekly
1:03:30 with mastermind
1:03:34 members
1:03:36 designing their
1:03:41 daily
1:03:42 practices.
1:03:46 Okay.
1:03:51 Decision one is the great repurpose the
1:03:54 brand umbrella that everything's
1:03:58 uh Okay, wait. So, hang on.
1:04:01 [clears throat]
1:04:04 The great
1:04:06 [clears throat]
1:04:07 repurpose
1:04:10 is a
1:04:16 um [clears throat]
1:04:18 movement
1:04:25 that
1:04:39 floats above
1:04:44 and beyond
1:04:46 the salon but
1:04:51 but is also a key
1:04:55 program within it.
1:05:03 The AI salon
1:05:07 is the brand,
1:05:10 the mastermind
1:05:14 practice
1:05:16 and the
1:05:21 great
1:05:23 repurpose.
1:05:25 This
1:05:28 are programs
1:05:32 within the
1:05:37 subscription.
1:05:39 Mastermind
1:05:42 the mastermind subscription.
1:05:55 Okay. What's the relationship between
1:05:57 the free salon the one brand with with
1:06:01 tears?
1:06:06 Um
1:06:19 um
1:06:21 AI salon community
1:06:25 is
1:06:26 free,
1:06:29 mastermind
1:06:31 is
1:06:33 subscription
1:06:35 level,
1:06:36 office hours,
1:06:40 AI learning lab,
1:06:44 >> [clears throat]
1:06:44 >> um, AI readiness
1:06:48 project pod cast
1:06:54 and AI salon
1:06:59 um presents.
1:07:03 eatings
1:07:06 are
1:07:11 large. Let's see our
1:07:15 general
1:07:21 activities.
1:07:24 Okay.
1:07:26 Who who are the competitors or adjacent
1:07:29 players? LinkedIn influencers, AI boot
1:07:32 camps, course platforms, AI communities,
1:07:35 all of the above.
1:07:40 Okay, here we go. Google is pushing out
1:07:42 lots of great stuff now. Yeah, I know.
1:07:44 They Oh, by the way, Google, if if you
1:07:46 haven't um been to a studio.google.com
1:07:50 in a while, they launched a new
1:07:52 interface today that looks pretty good.
1:07:56 Synthesized. Okay, good. That's really
1:07:58 clarifying. The hierarchy is cleaner
1:08:00 than I expected. The salon is the brand.
1:08:02 Mastermind is the subscription. Great
1:08:04 repurpose plus the mastermind practice
1:08:06 or programs within it. Liz is the
1:08:08 co-host and visionary of the practice.
1:08:10 That's important for the brand platform
1:08:13 because it means the salon has two
1:08:14 distinct voices, not one. I also caught
1:08:17 some new offerings I didn't have mapped.
1:08:19 The AI learning lab, AI readiness
1:08:20 project podcast, ASL presents. Those
1:08:23 matter for I still need two things
1:08:25 before you before I can. The best moment
1:08:28 story when the salon was doing exactly
1:08:30 what it was supposed to a specific
1:08:32 Friday office hours where someone had a
1:08:34 breakthrough
1:08:37 production capacity. Is this you, me,
1:08:40 and maybe Liz executing everything? I I
1:08:43 like that. This is this you, me, and
1:08:46 maybe Liz or do you have a designer
1:08:48 developer? because the brand platform
1:08:51 needs to be honest about who can carry
1:08:52 it forward. Um, we have staff and
1:08:58 currently have a brand.
1:09:02 No need to do
1:09:05 the visual component.
1:09:09 just do the brand
1:09:14 brief as a container for
1:09:21 these programs.
1:09:24 Um, now what was it? What was Let's see.
1:09:26 I need one real moment.
1:09:34 Here's a moment
1:09:40 that stands out to me, although there
1:09:43 are dozens and dozens of similar kinds
1:09:45 of stories. But one night on AI Learning
1:09:48 Lab Live, I was teaching people how to
1:09:50 make a song
1:09:52 using Suno. And Jim Ross,
1:09:58 while I was teaching people how to make
1:10:00 a song, went off and wrote a song.
1:10:05 A prospective client that he had met
1:10:08 with a few hours before,
1:10:10 sent them the song, and five minutes
1:10:13 later booked the business.
1:10:16 And this was at 10:00 at night. And the
1:10:20 client was so delighted by the
1:10:22 unexpected personalized song that he
1:10:24 hired Jim on the spot.
1:10:28 [clears throat]
1:10:30 [snorts]
1:10:51 Did your [laughter] LLM just vote Liz
1:10:52 off the island? Well, no. It said, "Is
1:10:55 this just you, me, and Liz working?" Liz
1:10:58 was still in there, but he's like
1:11:00 [laughter] he's like, "Hey, listen. I'm
1:11:02 I'm here, you know, building your
1:11:05 business. What do Who's going to execute
1:11:07 this?"
1:11:08 That was pretty funny. [laughter]
1:11:14 Oh my god.
1:11:17 Let's write the brand platform. Opted
1:11:19 for markdown format.
1:11:23 The other thing I don't really know with
1:11:25 Claude. I don't use Claude enough to
1:11:26 really know how to do it. I know you can
1:11:28 easily run out of tokens with Claude,
1:11:30 which is really [ __ ] annoying. Um,
1:11:35 and I know it's got a higher context
1:11:37 window than most other LLMs. I think
1:11:39 it's 200,000
1:11:41 um tokens for the context window. Um,
1:11:47 but like I don't know how how much to do
1:11:50 in each conversation. I'm I'm I'm
1:11:52 guessing that maybe each brief should be
1:11:54 a different conversation, but I don't
1:11:56 know. It's gotten way better at context.
1:11:59 Oh, that's good. [snorts]
1:12:02 LOMs are playing Survivor now.
1:12:07 Oh, nice. Gal from my tiny town won a
1:12:09 silver medal today. Jaylen Cuff in
1:12:12 women's mogul skiing. That's pretty
1:12:14 sweet.
1:12:19 Very sweet.
1:12:22 It compiles its own conversation. Were
1:12:25 Were you here last night, Gareth? where
1:12:27 it was like I gave it the the great
1:12:31 repurpose
1:12:33 and it keeps going. Oh, that's cool. Um,
1:12:36 I gave it the great repurpose LinkedIn
1:12:38 thing and it it couldn't access it, but
1:12:39 it goes not to worry. I had it in my
1:12:41 memory. I know. I know what it is. That
1:12:43 was pretty cool.
1:12:47 Here's the first draft. The Jim Ross
1:12:49 story is doing real work here. I made
1:12:52 the brand's proof story. the thing you
1:12:54 hold up against everything else. When
1:12:56 someone asks, "Does this copy feel
1:12:58 right?" The answer is, "Does it feel
1:13:00 like the Jim Ross story?" Oh, that's
1:13:02 kind of cool. That's a more useful test
1:13:05 than any other list of adjectives.
1:13:08 And in fact, I think Andy today put
1:13:11 together a document um of of stories of
1:13:16 a lot of you. You flipping irregulars
1:13:19 with all your really cool stories.
1:13:22 The great repurpose as diagnosis and the
1:13:24 salon is treatment. That framing came
1:13:27 directly from your answer about being
1:13:29 both a movement that floats above the
1:13:31 salon and a program within it.
1:13:35 That dual name is actually a strength
1:13:37 once you name it clearly. I left Liz's
1:13:39 name as a bracket since I don't have it.
1:13:42 Okay. Or last name. And the mastermind
1:13:45 practice section is probably the
1:13:47 thinnest part. Liz should read that
1:13:48 section and tell if I c if I've captured
1:13:51 it.
1:13:53 The what we are not section is
1:13:55 intentionally long. It's the most
1:13:57 important section of the document. It's
1:13:59 the immune system that keeps the brand
1:14:01 from drifting toward generic AI
1:14:04 marketing. Generic AI marketing over
1:14:06 time. Next step in the hierarchy is the
1:14:09 message architecture.
1:14:11 All right, let's go look at our
1:14:14 document.
1:14:19 Oh, it's in markdown. God damn it.
1:14:21 What's it going to open in?
1:14:24 I don't even know what that is. It
1:14:26 opened in anti-gravity. That's funny.
1:14:29 [laughter]
1:14:33 Okay. Open with
1:14:36 uh I guess we'll import this into a Word
1:14:38 document. Oh, you know what? [ __ ] it.
1:14:40 Um, please format this as a
1:14:46 Google doc.
1:14:50 Nicely
1:14:52 designed like the
1:14:56 persona brief.
1:14:59 Okay. Um,
1:15:01 we've been upgraded to flipping
1:15:03 irregulars.
1:15:05 You are. You are. You flipping
1:15:07 irregulars. like
1:15:09 you guys hanging out for a year was
1:15:11 impressive. We're going on three years
1:15:13 now and it's, you know, this is an
1:15:16 unhealthy relationship or it's a very
1:15:18 healthy relationship
1:15:20 [laughter]
1:15:21 depending on your point of view or your
1:15:24 or your family's point of view. Hey,
1:15:27 hey, hey, Kell. Yeah, Kell, listen.
1:15:31 You still watch that man on the YouTube
1:15:34 that you do? Yeah. It's just like once a
1:15:38 once a week or so.
1:15:41 Five five nights a week. Yeah. No, it's
1:15:43 No, that's um That's a It's a
1:15:46 commitment. It's a commitment. We're
1:15:48 sure proud of you for you've always been
1:15:50 you've always been a stick with it kind
1:15:52 of kind of gal. That's uh No, it's the
1:15:55 the man on the YouTube. Yeah. No, he's
1:15:58 uh he's something. It's it's Yeah. No,
1:16:01 we did. We tried to watch that once.
1:16:03 That was Yeah, that that took some hours
1:16:06 of our life. Yeah. No, that was good.
1:16:09 That was fantastic.
1:16:11 [laughter]
1:16:13 People are amazed, confused,
1:16:15 flabbergasted when I tell them we've
1:16:17 been meeting for three years. It's an
1:16:20 irregular relationship. It is. Silverf
1:16:23 Fox, we are very fortunate. That is very
1:16:25 sweet of you. Thank you. Oh, man.
1:16:28 [clears throat]
1:16:29 Yeah, I'm loving building it. I
1:16:31 connected it to Jira. What are you
1:16:32 building?
1:16:39 All right. Reviewed the document
1:16:41 formatting skills to design a persona
1:16:43 brief.
1:16:52 The guy with the wig and the singer
1:16:53 dogs. That's it. [laughter]
1:16:57 It's It's four wigs.
1:17:00 It's a primary relationship fact.
1:17:04 [laughter]
1:17:12 [groaning]
1:17:15 [clears throat]
1:17:22 Let me go look at these other
1:17:27 Let me drag this. No, that one I don't
1:17:30 care about. Okay, let me look at this.
1:18:21 Why is this taking so long?
1:18:31 Duck [snorts] X.
1:18:34 A salon brand platform. Okay, let's open
1:18:36 this as a a Google doc.
1:18:46 It didn't center this line. What the
1:18:48 [ __ ] dude?
1:19:04 >> [sighs]
1:19:06 [panting]
1:19:08 >> The strategic container for programs,
1:19:10 messaging, and brand designs. What this
1:19:12 document is, this is the strategic
1:19:14 container for every marketing decision
1:19:16 the AI salon makes. It defines who we
1:19:19 are, who we're for, what we refuse to
1:19:22 be, how we talk. that we've already got
1:19:24 documents like this. So, this is
1:19:27 probably stupid to make another one.
1:19:33 Although, it is based on like our newest
1:19:35 website, our our actual community. It's
1:19:38 based on some newer stuff. So, so maybe
1:19:40 it's not a bad idea. This is not a
1:19:42 visual guide. The salon already has one.
1:19:44 This is the soul of the brand rendered
1:19:46 in decisions. The brand, the AI salon is
1:19:48 a values-driven community and practice
1:19:50 for the 98% of people who are not
1:19:54 engineers. Okay, let's go fix that
1:19:56 [ __ ] thing. Okay,
1:19:59 one thing I need you
1:20:06 to update. Period.
1:20:09 The comment about
1:20:12 being a community for the 98.5%
1:20:15 of people that are not engineers.
1:20:18 While it's true, it's not our core
1:20:20 audience and we actually welcome
1:20:22 engineers. But it really is about
1:20:26 now that generative AI tools are
1:20:29 available to us, how do we use them and
1:20:33 how do they
1:20:40 We keep humans at the center of the
1:20:44 conversation
1:20:46 where it's not us versus AI but rather
1:20:49 us amplified by AI.
1:20:52 Please update your memory
1:20:57 and any references within the brand
1:21:00 platform
1:21:01 to expand this definition.
1:21:05 So we don't sound like exclusionary
1:21:08 [ __ ]
1:21:11 [laughter]
1:21:18 Ah,
1:21:21 feel free to yell at your AI. Ha, that's
1:21:24 a fair point. The 98.5%
1:21:26 who aren't engineers started as a
1:21:28 positioning statement and landed as a
1:21:30 velvet rope. What? Oh, let me fix both
1:21:33 the memory and the document. Good memory
1:21:35 updated. Now let me fix the instance and
1:21:37 the documents. Okay, so this should
1:21:40 better
1:21:55 clean. Now let me also update the
1:21:58 positioning statement to reflect this
1:22:01 frame.
1:22:02 Perfect.
1:22:06 Oh, this is like watching paint [ __ ]
1:22:08 dry. But I'll tell you what, it's more
1:22:11 exciting than having to write it
1:22:13 ourselves.
1:22:14 [laughter]
1:22:17 That was one of the things Ann Murphy
1:22:19 was talking about today. She's been sick
1:22:20 for for like five days. Both her and
1:22:22 Donnie are sick. And she um
1:22:26 so she's been like kicking stuff off in
1:22:28 Manis and GenSpark and things like that
1:22:30 using all these agents. And she said her
1:22:32 entire day is just like bing, you know,
1:22:35 man has finished something. Please
1:22:37 approve. She goes in and goes, okay.
1:22:40 [laughter]
1:22:41 Like her whole job is just like approve,
1:22:43 approve. No, try again. [laughter]
1:22:49 Which is good. That's I mean what we
1:22:50 were talking about with the great
1:22:51 repurpose is people's jobs are just
1:22:53 going to change and like they may or may
1:22:56 not enjoy them.
1:22:58 [snorts] Okay. The new brand brand
1:23:01 definition now reads a values-driven
1:23:03 community and practice for anyone
1:23:05 navigating the age of AI of generative
1:23:07 AI. Great. With the core belief framed
1:23:09 as it's not humans versus AI, it's
1:23:12 humans amplified by AI with humans
1:23:14 always at the center. The what we are
1:23:16 not section now says engineers are
1:23:18 welcome. So is everyone else. What makes
1:23:20 the salon different is that the
1:23:22 conversation always starts with the
1:23:23 human not the tool. That's correct. We
1:23:26 don't ask what can AI do. We ask, "What
1:23:29 do you need?" Wait, what do you need to
1:23:32 do and how can AI amplify that? That's
1:23:34 not quite right, but it's close enough.
1:23:36 Okay. Human language guard rails
1:23:39 replaced the 988.5
1:23:41 with humans amplified by AI as preferred
1:23:45 language. Great. Beautiful.
1:23:49 Thank you, Claude. You're a real mench.
1:23:55 [clears throat]
1:23:56 Uh uh uh uh uh uh it's so funny if you
1:23:59 think about how you how we would have
1:24:02 historically edited that. You'd have had
1:24:04 to like do a search and replace. Go find
1:24:07 anywhere where you we say 98.5%
1:24:11 figure out how to say it. Go manually do
1:24:14 it. Okay. The brand a valuesdriven
1:24:17 community and practice for anyone
1:24:19 navigating the age of generative AI.
1:24:21 people whose professional identities are
1:24:23 being disrupted and who need a place to
1:24:25 play, learn, build, and belong aside
1:24:29 others navigating the same transition.
1:24:31 This is good. The salon's core belief,
1:24:34 it's not humans versus AI. It's humans
1:24:36 amplified by AI with humans always at
1:24:38 the center. The salon was born as the AI
1:24:40 artist salon. A room full of creative
1:24:42 people trying to figure out how to wield
1:24:44 AI as a medium rather than be replaced
1:24:46 by it. The the origin is the DNA. Even
1:24:50 as the community has grown to include
1:24:52 educators, independents, executives,
1:24:54 knowledge workers of every kind, the
1:24:56 founding impulse remains. Curiosity over
1:25:00 fear, play before mastery, community
1:25:02 before curriculum. That's good. The AI
1:25:05 salon is the brand. Everything else
1:25:06 lives inside it.
1:25:08 The free community. Friday office hours.
1:25:11 AI learning lab. AI readiness project.
1:25:13 AI salon presents. Mastermind
1:25:16 subscription. The mastermind practice.
1:25:18 the practice lab and the great
1:25:20 repurpose. There'll probably be other
1:25:21 [ __ ] in there. The Great Repurpose
1:25:23 occupies a unique position. It is both a
1:25:26 program within the mastermind
1:25:27 subscription and a movement that floats
1:25:29 above and beyond the salon. It is the
1:25:32 salon's marquee intellectual property.
1:25:34 Think of it this way. The great
1:25:35 repurpose is the diagnosis. The AI salon
1:25:38 is the treatment. That's kind of cool.
1:25:40 positioning statement for professionals
1:25:42 whose identities are being disrupted by
1:25:44 AI.
1:25:46 Whether they've lost their job, lost the
1:25:48 tasks that made their job meaningful, or
1:25:50 simply feel the world shifting under
1:25:52 them, the AI salon is the community.
1:25:56 [laughter]
1:25:59 Yeah, that's good. I
1:26:02 where I was questioning is like this.
1:26:04 This feels like a shift in who the core
1:26:08 the core
1:26:10 community
1:26:12 like the aspirational community is
1:26:16 because I think it just used to be
1:26:18 anyone who's curious about AI.
1:26:20 But I like this for professionals whose
1:26:22 identities are being disrupted by AI
1:26:26 whether they've lost their job.
1:26:29 I'm gonna I'm gonna we're gonna we're
1:26:31 gonna update that. Okay, let me let me
1:26:33 grab this
1:26:35 copy.
1:26:40 Okay, we've got one more refinement
1:26:43 here. You've got this paragraph.
1:26:52 As much as I like that paragraph,
1:26:57 it's not just for professionals.
1:27:03 period. It could be anyone curious about
1:27:09 AI and
1:27:13 wanting to explore what it makes
1:27:15 possible
1:27:17 and how it might change their lives.
1:27:22 Period. Your current positioning
1:27:29 essentially takes the
1:27:34 editorial point of view of the great
1:27:36 repurpose
1:27:39 and
1:27:43 replaces
1:27:45 the salon's
1:27:47 original identity with the great
1:27:50 repurpose entirely. Period.
1:27:54 That's not quite right. Period.
1:27:57 I like having the great repurpose ideas
1:28:00 in there because that's the moment we
1:28:03 are in history, but again,
1:28:07 I feel like you've collapsed some
1:28:10 concepts together here
1:28:13 and we need to have the salon stand as a
1:28:16 more independent
1:28:20 >> [clears throat]
1:28:22 >> container distinct from
1:28:25 the great repurpose.
1:28:34 Okay.
1:28:39 [sighs]
1:28:48 I'm not really a professional yet or
1:28:50 even an adult yet. [laughter]
1:29:05 You're right. That's exactly the kind of
1:29:07 collapse that happens when you build a
1:29:09 brand P platform right after building
1:29:11 the persona brief. The persona brief was
1:29:13 about the great repurpose. So the
1:29:14 gravity of that framework, that's not
1:29:17 actually true.
1:29:20 Let me rework the positioning. Here's
1:29:22 what I'm thinking. The salon's identity,
1:29:24 curiosity, play, community, humans,
1:29:25 amplified by AI, open a historical
1:29:28 moment that makes the salon urgently
1:29:30 relevant specific people. Let's just
1:30:02 The brand definition now reads a value
1:30:05 valuesdriven community and practice for
1:30:07 anyone curious about what generative AI
1:30:09 makes possible. Some members come
1:30:11 because they're excited. Some come
1:30:13 because they're scared. Some come
1:30:15 because the world is shifting and they
1:30:16 want to make sense of it alongside with
1:30:18 other people instead of alone. Good. The
1:30:20 positioning statement now leads with the
1:30:22 salon's own identity. Curiosity play
1:30:24 community exploring together and then
1:30:26 acknowledges the historical moment about
1:30:29 what makes it urgently necessary. The
1:30:31 core belief section now splits into two.
1:30:33 The salon's core beliefs permanent
1:30:35 amplified by AI, curiosity over fear,
1:30:38 play before mastery, community before
1:30:40 curriculum. In the moment we're in the
1:30:42 great repurpose thesis about meaning,
1:30:45 identity, purpose. This makes it clear
1:30:47 that the salon existed before the great
1:30:48 repurpose and will exist after it.
1:30:51 The [clears throat] framework. Okay,
1:30:52 that's good. The salon is now the
1:30:54 container. The great repurpose lives
1:30:56 inside it. Fine.
1:30:58 Let's see what you got. Let's go look at
1:31:00 this [ __ ]
1:31:03 Let go.
1:31:10 Why he talk like that? [sighs]
1:31:14 Okay.
1:31:26 The great repurpose occupies a position.
1:31:30 Okay. Positioning statement. The AI
1:31:32 salon is a community for anyone curious
1:31:34 about what generative AI makes possible
1:31:36 and how it might change their lives.
1:31:37 It's a place to play, learn, build, and
1:31:40 belong. Where the conversation always
1:31:42 starts with the human, not the tool. We
1:31:44 happen to be living through a moment
1:31:46 where AI is disrupting identities,
1:31:48 livelihoods, and entire industries. That
1:31:50 makes the salon urgently necessary for
1:31:53 many people right now. But the salon's
1:31:55 purpose is bigger than any single
1:31:56 crisis. It exists wherever curiosity
1:31:58 meets community, and people choose to
1:32:00 explore together rather than alone.
1:32:02 Great. Fine.
1:32:04 The salon's core belief, humans
1:32:06 amplified by AI. Curiosity over fear.
1:32:08 Play before mastery. Communication
1:32:10 before curriculum. Um, we're missing
1:32:12 generous leadership. Um,
1:32:15 oh, we got to go fix [ __ ] This is why
1:32:18 this [ __ ] takes so long. Okay.
1:32:21 Um,
1:32:25 [sighs]
1:32:28 the cycle of AI readiness.
1:32:38 Play first.
1:32:40 Create excellence.
1:32:44 Generously
1:32:46 lead.
1:32:50 What was this section called?
1:32:53 Oh, I closed it.
1:32:57 [sighs and gasps]
1:33:04 This is why they call it work.
1:33:06 [laughter]
1:33:07 I'm a professional. I'm not an amateur.
1:33:10 I'm willing to do the work.
1:33:13 The salon's core beliefs. Okay.
1:33:20 um isn't clearly
1:33:23 called out. You
1:33:28 have the
1:33:31 core beliefs
1:33:34 which are decent
1:33:39 but have nothing about generous
1:33:45 leadership.
1:33:49 Don't be a ninny.
1:33:53 Go look at the salon.ai
1:34:02 commune
1:34:03 unity.
1:34:06 Salon.ai
1:34:07 AI
1:34:10 and
1:34:12 make sure you
1:34:15 incorporate
1:34:22 existing brand
1:34:26 messaging
1:34:28 rather
1:34:30 than
1:34:33 making
1:34:36 up
1:34:40 your own [ __ ]
1:34:43 Exclamation point.
1:34:45 [laughter]
1:34:51 Uh, I'm looking into the hairstyle
1:34:54 mirror.
1:34:55 [laughter]
1:34:58 Notion is not user intuitive. Kelly
1:35:00 Camp, I saw you do that post today on
1:35:02 LinkedIn about how much you love Notion.
1:35:05 Still, I just uninstalled it. I I
1:35:07 couldn't I just couldn't go there.
1:35:09 [laughter]
1:35:10 You should do a LOL. You should do a LOL
1:35:13 for um um people with resistance to hard
1:35:18 hard setups.
1:35:20 [laughter]
1:35:21 Time of death 9:37.
1:35:24 Yeah. No, I I uninstalled it yesterday.
1:35:27 I think [laughter]
1:35:30 my my hard drive at work was completely
1:35:32 full, so nothing worked. So, I was just
1:35:34 I was on a deletion rampage and there
1:35:36 was a notion sitting there and it wasn't
1:35:38 that big, but I'm just like,
1:35:41 "Okay, you're right. I've been riffing
1:35:43 when I should be reading. Let me go read
1:35:45 the actual language. I am so tired of
1:35:48 LLM's kissing my ass."
1:35:52 Just Here's the deal, LLM. If you just
1:35:55 write it right in the [ __ ] first
1:35:57 place, then we wouldn't have to have
1:35:59 these conversations where you have to
1:36:00 blow sunshine up my ass. Oh, you're
1:36:03 correct. I'm sorry. I give you 10 times
1:36:05 the lethal dose of that medicine. You're
1:36:07 absolutely correct to be upset. No, I'm
1:36:09 dead.
1:36:11 [laughter]
1:36:22 Okay.
1:36:24 There's an open- source version of
1:36:25 Notion. That's got to be unusable. All
1:36:28 right. You're right. Okay. Let's see.
1:36:30 Good. Now I see exactly how far off I
1:36:32 was. Here's where I got it wrong. The
1:36:33 mission is explicitly practice the cycle
1:36:35 of AI readiness.
1:36:40 The name framework I never called. The
1:36:42 five values curiosity playfulness
1:36:43 emphasis create creating excellence with
1:36:46 a specific language. The cycle play
1:36:48 first specific copy advocacy and policy.
1:36:51 Liz Miller Gersfeld has a full name and
1:36:53 a proper bio.
1:36:57 Jesus Christ.
1:36:59 God damn it.
1:37:02 [sighs and gasps]
1:37:03 You know, I was so impressed with Claude
1:37:05 yesterday because it remembered [ __ ]
1:37:07 from its memory. So, I assumed it was
1:37:09 going to remember [ __ ] from its memory
1:37:11 in this conversation. So, I explicitly
1:37:14 did not include things like the websites
1:37:17 because I knew it had it in its memory.
1:37:19 It didn't.
1:37:22 [sighs and gasps]
1:37:24 If you've if you've ever used AI,
1:37:29 you understand my frustration. If you're
1:37:31 new to this AI and you think it's
1:37:32 awesome, no. It's just like any other
1:37:35 piece of [ __ ] software. It's going to
1:37:37 drive you [ __ ] baddy.
1:37:40 [sighs]
1:37:54 Okay,
1:37:56 here's what I changed. New section, our
1:37:57 mission, the cycle of AI readiness,
1:37:59 properly named word for word language.
1:38:04 Five values, not three. All pulled from
1:38:07 verbatim from your values page.
1:38:10 Generosity and empathy were completely
1:38:12 missing before. The learn out loud,
1:38:15 share what you know, generously lead
1:38:16 language is yours, not mine. Core
1:38:19 beliefs
1:38:22 Okay, let's go look at what we've got
1:38:24 now.
1:38:29 [panting]
1:38:34 I just got a splinter in my foot. That
1:38:36 sucks.
1:38:39 It sucks, man. You know, man,
1:38:46 [clears throat]
1:38:47 the strategic container. And the salon
1:38:49 is a values-driven practice where anyone
1:38:52 curious about what generative AI makes
1:38:54 possible. Some members come because
1:38:55 they're excited. Some come because
1:38:57 they're scared. Tik Tok pin. Just like a
1:38:58 human Kyle selective memory. Exactly.
1:39:01 Exactly. It's,
1:39:05 you know, LLM hallucinates. So do
1:39:08 people. So do people. Okay.
1:39:12 The salon score belief. It's humans.
1:39:14 It's not humans versus AI. It's humans
1:39:16 amplified by AI with humans always at
1:39:18 the center. Salon began with a
1:39:20 conversation. Photographer Leah Faston
1:39:21 reached out to entrepreneur Kyle Shannon
1:39:23 in 2022 to talk about AI. One week
1:39:26 later, Chat GPT launched on December
1:39:28 7th, 2022, the first AI salon meeting
1:39:30 took place. Beautiful. Okay.
1:39:34 Beautiful. Oh, this added uh advocacy
1:39:37 and policy and LOL's. Nice. Like it the
1:39:40 great repurpose the positioning
1:39:42 statement. The AI salon community. Okay,
1:39:44 we this one we got.
1:39:47 Yeah. Okay. Where AI amplifies your
1:39:50 genius. Great.
1:39:53 That's the headline on our homepage.
1:39:54 It's the permanent conviction that
1:39:56 defines the salon regardless of the
1:39:57 historical moment. AI is not a threat to
1:39:59 manage. It's not a trend to chase. It's
1:40:02 an instrument that amplifies what's
1:40:04 already inside people who use it. Their
1:40:06 curiosity, their craft, their
1:40:08 generosity. The cycle of AI readiness,
1:40:10 play first, create excellence,
1:40:11 generously lead, is how that
1:40:13 amplification happens in practice. These
1:40:15 beliefs were true when they started it.
1:40:18 It's it'll be true in 10 years.
1:40:19 Everything the salon builds, says, and
1:40:21 offers should be traceable back to them.
1:40:23 The moment we're in the AI transition is
1:40:26 not primarily about skills, it's about
1:40:28 meaning. I like this. This is the great
1:40:30 repurposes the thesis and it's the
1:40:33 reason the salon is urgently necessary
1:40:35 right now. Not just useful, but
1:40:38 necessary. Here's what's happening. Job
1:40:41 loss. Some people lose their work
1:40:42 outright. Task erosion. Others keep
1:40:44 their jobs but lose specific tasks that
1:40:47 made those jobs feel like theirs.
1:40:50 The world shifting still others
1:40:52 experience a subtler disruption. The
1:40:54 phone stops ringing. The rates drop. The
1:40:56 rules change. The expertise that
1:40:58 commanded respect for decades suddenly
1:41:00 is available to anyone with a sub with a
1:41:02 chat GBT subscription. Let's add that
1:41:05 chat GPT subscription. Every community
1:41:08 boot camp and influencer is selling some
1:41:10 version of learn AI or get left behind.
1:41:12 This message is fear-based, skills
1:41:15 focused, and transactional. The salon's
1:41:17 message is fundamentally different. The
1:41:19 path forward isn't a course. It's a
1:41:21 community of people navigating the same
1:41:23 same transition together with curiosity
1:41:26 instead of fear. This is great. This is
1:41:28 actually great. They sell skills. We s
1:41:32 sell belonging, purpose, and a new
1:41:33 relationship with human value in the age
1:41:35 of AI. Is that it? No. Why is there that
1:41:40 thing brand character? If the AI salon
1:41:42 were a person at a dinner party, who's
1:41:44 what they here's what they'd be. Warm
1:41:45 but direct. They don't sugarcoat the
1:41:47 situation. AI is generally disrupting
1:41:49 people's lives and livelihoods, but they
1:41:52 never weaponize the disruption to sell
1:41:54 you something. They name the hard thing,
1:41:56 then extend a hand. I like that.
1:41:58 Intellectually serious, but playful. The
1:42:00 salon thinks rigorously about what's
1:42:02 happening. The great repurpose is a real
1:42:04 framework, not a bumper sticker. Um, but
1:42:07 believes that play is the fastest path
1:42:09 to mastery. The person who figures out a
1:42:12 a out AI while making a ridiculous song
1:42:15 at 10 p.m. and actually accidentally
1:42:17 closes a deal. That's us. Look, there's
1:42:20 Jim Ross right in a little brand
1:42:22 document. Refuses to condescend. Never
1:42:25 talks down to people who are scared or
1:42:26 behind. Never implies that if you're not
1:42:28 already using AI, you've failed. Treats
1:42:31 fear as information, not weakness.
1:42:33 Treats beginners as people who simply
1:42:35 haven't started yet, not people who are
1:42:37 broken. This is good. treats AI as a
1:42:40 creative instrument, not a threat. The
1:42:42 what what's nice about AI is it really
1:42:45 does have an uncanny ability to pull
1:42:49 things that I have instinctively in my
1:42:51 head and articulate them.
1:42:54 Like when you when you dial it in, when
1:42:56 you actually like say, "No, that's
1:42:58 wrong. Go the other direction. Go here.
1:43:00 Go down this rabbit hole." It's really
1:43:02 good at this [ __ ] The uh treats AI as a
1:43:06 creative instrument, not a threat. The
1:43:07 salon holds this tension. AI is both
1:43:10 genu genuinely danger dangerous to
1:43:12 livelihoods and genuinely extraordinary
1:43:16 as a tool. Both things are true. Yes,
1:43:19 the salon doesn't resolve that tension
1:43:21 by picking a side. It helps people live
1:43:23 inside it productively. Community first,
1:43:25 not guru first. Kyle and Liz lead, but
1:43:27 the salon's magic is in the room, not on
1:43:30 the stage. The best moments happen
1:43:32 member to member. That's what Cindy [ __ ]
1:43:34 said about about this that you know the
1:43:37 AI learning lab is not about you Kyle
1:43:39 it's about the conversation going on
1:43:41 when you're talking which I think is
1:43:43 rude
1:43:45 personally I'm talking the cross chatter
1:43:49 is exhausting
1:43:52 okay impatient with platitudes patient
1:43:54 with people will never say embrace the
1:43:57 disruption or lean into change will
1:43:59 always make time for someone who's
1:44:00 scared and needs to say it out loud
1:44:02 before they can
1:44:03 Our mission the cycle of AI readiness is
1:44:05 the salons salon's operating framework.
1:44:07 It's a continuous loop that describes
1:44:09 how members grow in the community works.
1:44:11 It's not a curriculum. It's practice.
1:44:13 Play first joyfully. Okay, so it got
1:44:15 that all members are AI leaders as
1:44:18 entrepreneurs and inside their
1:44:20 organizations because they've embraced
1:44:22 generative AI early and played first,
1:44:24 mindfully created, and now they
1:44:26 generously lead. Learning out loud,
1:44:28 supporting others, and becoming go-to
1:44:30 voices in a world hungry for AI
1:44:32 understanding that feels like this
1:44:34 describes Kelly Camp and so many other
1:44:36 people in this in this community.
1:44:39 what we value. The AI salon is a
1:44:42 community of artists, technologists, and
1:44:43 advocates shaping AI through creative
1:44:46 conversation. These five values um guide
1:44:48 everything we do. It's got our values,
1:44:51 and we need to fix this one to create
1:44:53 creating excellence.
1:44:55 Um [snorts]
1:45:02 all right, beautiful.
1:45:05 what we are not.
1:45:08 This section is the brand's immune
1:45:10 system. Pin it to the wall. Every time
1:45:12 copy starts drifting toward generic AI
1:45:15 marketing, check it against this list.
1:45:17 We're not a boot camp. We don't sell
1:45:19 courses. We might sell courses.
1:45:23 We don't issue certificates. We might.
1:45:25 It's a practice, not a program.
1:45:28 All right. Let me
1:45:32 I want to ask it about this.
1:45:35 Okay, I have a
1:45:39 question.
1:45:42 You state
1:45:45 this.
1:45:46 Um,
1:45:51 we will likely sell
1:45:56 courses
1:46:01 may
1:46:03 have curriculum,
1:46:07 curricula, whatever.
1:46:09 and may
1:46:13 at some point offer a cert if he can't.
1:46:19 Um
1:46:23 that said,
1:46:28 um the focus
1:46:34 will be true to the values.
1:46:41 and might even be a way for members
1:46:48 to monetize
1:46:55 their
1:46:58 value as leaders of
1:47:03 this remarkable
1:47:07 community.
1:47:10 How can you square that circle?
1:47:16 I think is the phrase.
1:47:20 [clears throat and cough]
1:47:31 Good catch. The distinction was never
1:47:33 about format. It was about posture. Boot
1:47:35 camp says you're deficient and we'll fix
1:47:37 you. The salon says you're capable. And
1:47:39 the member monetization angle is
1:47:41 actually the purest expression of
1:47:43 generously lead. People have gone
1:47:45 through the cycle becoming the ones who
1:47:46 teach. That's not a boot camp. That's a
1:47:48 community generating its own leaders.
1:47:50 Like that. Well, go [ __ ] write it.
1:47:53 Yeah. Pin head
1:47:57 reconciled posture. Okay. The new
1:48:00 language draws the line at posture, not
1:48:03 format. The salon can absolutely sell
1:48:05 courses, build curricula, issue
1:48:08 certificates. The differentiator is that
1:48:10 none of those things are the point. The
1:48:12 community, the practice, and the values
1:48:13 are the point. The formats serve them,
1:48:15 not the way the other way around. And
1:48:18 honestly, the member as teacher path
1:48:20 might be the most powerful thing in the
1:48:22 whole brand platform. Generously lead
1:48:24 taken to its logical conclusion isn't
1:48:26 just about sharing knowledge. It's
1:48:28 community members building businesses on
1:48:30 the expertise they develop through the
1:48:32 cycle. That's a flywheel, not a product
1:48:34 catalog. You're [ __ ] right. That's
1:48:37 That's what I'm talking about.
1:48:42 [clears throat]
1:48:43 He seems a little rambunctious tonight.
1:48:47 I I wonder if he took something. He
1:48:49 probably took something. I think he's
1:48:51 medicated. I'm pretty sure he's
1:48:53 medicated. It's not normal. This is very
1:48:55 late. He's got a lot of energy very
1:48:57 late. I would assume there's some
1:48:58 medication. Wouldn't you think? You
1:49:00 would think, right?
1:49:02 Uh uh uh uh uh uh. Did it [ __ ] this up?
1:49:06 No, that looks good. Got that right. Got
1:49:10 that right. Salons of community core
1:49:13 beliefs. The moment we're in
1:49:16 brand character.
1:49:19 That [clears throat] was good. Mission
1:49:21 cycle of AI readiness. Play first. What
1:49:23 we value. Curiosity. Playfulness.
1:49:26 Generosity. Creating excellence. Okay.
1:49:28 Dang it. I'll fix that later. What we
1:49:31 are not. Okay. We're not a boot camp.
1:49:33 Boot boot camps treat people as deficits
1:49:36 to be fixed. The salon treats people as
1:49:38 capable human beings who happen to be
1:49:40 learning. We may offer courses. We may
1:49:43 develop curriculum. We may eventually
1:49:44 issue certificates. But none of those
1:49:46 things are the point. The point is the
1:49:48 practice, the community, and the values.
1:49:51 Any course the salon creates or hosts
1:49:54 will be built on the cycle of AI
1:49:56 readiness. And some of the best ones
1:49:58 will be created and led by members
1:50:00 themselves, turning generously leading,
1:50:02 generously lead into a way that
1:50:04 community leaders can monetize the value
1:50:06 they've built. That's not a boot camp.
1:50:08 That's a community generating its own
1:50:10 teachers. Okay, it's good. Where's my
1:50:12 mouse? Did I lose my mouse?
1:50:15 Where's my mouse? There we go. We're not
1:50:18 selling fear. Learn AI or lose your job
1:50:21 is the message of every competitor. It's
1:50:23 also manipulative, reductive, and
1:50:25 usually delivered by someone selling a
1:50:27 solution. We name the reality without
1:50:29 weaponizing it. We're not LinkedIn
1:50:31 influencers. Hey, wait a minute. Okay,
1:50:34 fine. We don't post 10 AI prompts that
1:50:37 will change your life. We don't optimize
1:50:39 for engagement. We don't perform
1:50:41 expertise. We practice it in community
1:50:43 where nobody's watching but people are
1:50:45 doing the work. I like that. We're not a
1:50:47 tech community. We're a community of
1:50:48 humans who use technology. Engineers are
1:50:51 welcome. So is everyone else. What makes
1:50:53 the salon different is that the
1:50:55 conversation always starts with the
1:50:56 human, not the tool. We don't ask what
1:50:59 can AI do. We ask um
1:51:03 what's the question? Not what can I do
1:51:05 for AI
1:51:07 wait. We don't ask
1:51:09 what can AI do.
1:51:12 We ask what
1:51:20 I've got this written somewhere. What
1:51:22 can I do?
1:51:30 Amplified by AI.
1:51:35 It's not quite right. I don't remember
1:51:37 exactly what it was, but whatever. It's
1:51:39 fine. AI. Okay. We're not therapy. We're
1:51:43 not qualified to treat psychological
1:51:45 impact of jog loss,
1:51:48 identity disruption, but we are a
1:51:49 community where those experiences are
1:51:52 acknowledged, named, and met with
1:51:53 belonging rather than platitudes. We're
1:51:56 not promising everything will be fine.
1:51:58 The proof story during an AI, there's
1:52:01 the Jim Ross thing. The story is play
1:52:04 first.
1:52:06 When in doubt, whether a piece of
1:52:09 marketing captures the brand, ask, "Does
1:52:11 this feel like the Jim Ross story? Does
1:52:14 it show play leading to capability,
1:52:16 capability leading to confidence,
1:52:18 confidence leading to action, action
1:52:20 leading to results, all inside
1:52:22 community?" That's like really well
1:52:24 articulated. That's quite good. Okay.
1:52:26 Competitive differentiation. They say
1:52:28 learn AI or get left behind. We say the
1:52:32 work that defined you is changing. Let's
1:52:34 figure out what comes next together. I
1:52:36 like that. Upskill for the AI economy.
1:52:38 Find your people in the middle of this
1:52:40 transition. Here's a course. Here are 10
1:52:42 prompts. Here's a community. Show up
1:52:44 Friday. Bring your curiosity. That's
1:52:46 good. AI will replace you. AI is
1:52:49 disruption. Disrupting the relationship
1:52:52 between you and the work that gives you
1:52:54 meaning. That's harder and more
1:52:55 important than anyone's admitting. It's
1:52:57 good. Future proof your career is what
1:52:59 they're selling. We Your value isn't in
1:53:02 the tasks AI can absorb. It's in what
1:53:05 only you can bring. Let's find that
1:53:07 language guard rails.
1:53:10 Good words and phrases we never use.
1:53:13 Upskill future proof proof. Leverage AI.
1:53:17 Stay ahead of the curve. Unlock your
1:53:18 potential. AI powered. Disrupt. 10x your
1:53:22 productivity.
1:53:23 Don't get left behind. Embrace the
1:53:25 disruption. Future of work.
1:53:27 All right. The great repurpose. Uh, it's
1:53:30 diagnosis, credibility builder, lead
1:53:32 magnet, mastermind practice, co-created
1:53:35 by Lisma Gersfeld is the salon's deepest
1:53:38 offering. Chicago based creative
1:53:40 technologist to practice lab meets
1:53:44 in marketing. The mastermind practice is
1:53:46 the answer to okay, I'm in. Now what?
1:53:48 It's the depth behind the invitation.
1:53:51 The free community gets you in the door.
1:53:52 The mastermind practice changes how you
1:53:55 live. Literally true message hierarchy.
1:53:58 When the salon speaks,
1:54:01 this is the order of importance. Oh, I
1:54:03 like this. This is a really powerful
1:54:06 list. When the salon speaks, this is the
1:54:09 order of importance.
1:54:11 You're not alone in this. Belonging, the
1:54:14 primary emotional need.
1:54:17 What you're feeling has a name, the
1:54:19 great repurpose, the intellectual
1:54:21 framework. There's a community of people
1:54:23 navigating this exact thing. The salon,
1:54:25 the specific place. Start with play.
1:54:28 Show up Friday. I like that. The entry
1:54:30 point. Low barrier, high warmth. When
1:54:32 you're ready to go deeper, we built
1:54:34 something for that, too. Mastermind, the
1:54:37 conver conversate. The conversation,
1:54:38 never the lead. Notice what's not first.
1:54:41 Pricing, features, AI tools, course
1:54:44 descriptions, or any of the here's what
1:54:46 you'll learn. The salon leads with
1:54:48 emotional truth, not product features.
1:54:51 Audience summary. There's our five.
1:54:53 There's our five personas. the five and
1:54:56 the self-aware seekers, the the one that
1:54:58 wraps them all up.
1:55:01 All five are living some version of the
1:55:03 same sentence. The work that defined me
1:55:05 is changing faster than my identity can
1:55:08 keep up. That's good. Persona 5 converts
1:55:12 fastest and refers the other four.
1:55:15 Persona 1 is the deepest brand
1:55:17 alignment. Start there.
1:55:19 How to use this document. Okay, I think
1:55:22 we're good. That's it. Right. That's
1:55:24 really good. Okay, we have an AI salon
1:55:27 brand platform. That's [ __ ] hot. And
1:55:30 it's 10:00. Timing's perfect. Um
1:55:34 Claude said that we needed six
1:55:36 documents. We got one done. [laughter]
1:55:40 I'm have to go faster tomorrow. I love
1:55:42 where this is going. I know. Isn't this
1:55:44 good?
1:55:46 This is good.
1:55:48 It's really good.
1:55:51 Okay. Um,
1:55:53 let me see. Did I get a video back yet?
1:55:58 I'll generate the cinematic video.
1:56:03 The video generations in progress. The
1:56:05 service is currently experiencing and
1:56:08 timed out
1:56:10 and it used my credits. [ __ ] [ __ ]
1:56:15 Copy. I'll try again.
1:56:18 Um, Retroun Punk gave me access to Seed
1:56:21 Dance. Um, okay. I'm going to get out of
1:56:23 here. It's It's Wednesday night. Um,
1:56:25 tomorrow at noon Eastern is the
1:56:28 mastermind practice lab. If you're a
1:56:31 member of the AI Salon mastermind um and
1:56:34 you didn't join the cycle last time, if
1:56:36 you can make Thursdays at noon Eastern,
1:56:39 um, that's when we meet for the practice
1:56:41 lab.
1:56:43 um plug for Rick and Brandon's
1:56:47 Valentine's Day episode. Why don't you
1:56:49 hop up here and tell tell the good
1:56:51 people about it?
1:56:56 >> Yeah. So, tomorrow at 8:00 PM Eastern,
1:57:00 right ahead of AI Learning Lab, Rick
1:57:03 McCaulay and I and I believe Dr. Jay,
1:57:07 Claire uh are going to be having a
1:57:10 special Valentine's Day edition of AITV
1:57:14 Starship over on Rick's YouTube channel.
1:57:16 Uh we're going to be talking about love,
1:57:19 uh demoing a cool new app that we vibe
1:57:22 coded in lovable and uh covering all of
1:57:25 the news uh that is fit to print. So
1:57:28 check it out.
1:57:29 >> Very cool. I love it. I love it.
1:57:34 Please support um other AI saloners
1:57:37 doing this kind of thing. This is what
1:57:39 we just did this in the brand platform.
1:57:41 It's what the whole brand platforms
1:57:42 about.
1:57:44 What what I love about
1:57:46 um taking the time to do work that's
1:57:50 that's this deep
1:57:53 um even though we can do it quickly.
1:57:55 It's, you know, it's it's accomplishing
1:57:57 it quickly, but it's articulating things
1:58:00 that we all kind of instinctively know,
1:58:02 but are just just under the surface,
1:58:05 right? The problem with that, if you
1:58:07 don't articulate it, is as the
1:58:09 organization grows, as we start to grow
1:58:11 and there's more and more urgency, and
1:58:13 if we get this this communications
1:58:16 um campaign correct, we're going to draw
1:58:18 more people to the salon.
1:58:21 Um, when you start to grow, if you don't
1:58:24 have things like this brand platform
1:58:27 clearly articulated, it's really easy
1:58:29 for people to have their own
1:58:30 interpretation about what what the salon
1:58:33 is. So, this is this is actually really
1:58:35 important stuff. And you'll see when we
1:58:38 get to the end of this,
1:58:41 we're going to end up with things that
1:58:43 look like something we could have just
1:58:45 generated in in an hour. And it they
1:58:48 will look identical.
1:58:50 They will look identical, but the ones
1:58:53 we do at the end of this longer process,
1:58:56 you'll be able to trace them all the way
1:58:57 back upstream to the personas to this
1:59:00 brand platform, right? All of these
1:59:02 things will connect. So, if someone
1:59:05 says, "Oh, what's that campaign all
1:59:06 about?" We can say, "Well, here's who we
1:59:08 are as a as an organization. Here's what
1:59:10 the great repurposes. Here's how those
1:59:12 two things relate to one another."
1:59:14 Right? All of this stuff allows you to
1:59:16 talk authentically and with integrity
1:59:19 about who we are and what we're up to.
1:59:22 And and as members, you don't need to
1:59:23 necessarily know all this. I mean, you
1:59:26 know, hopefully you're learning
1:59:27 something in the process um about, you
1:59:30 know, when when you think about
1:59:31 branding, sometimes you just think of
1:59:33 the logo. This is the real work of
1:59:35 branding. It's really understanding what
1:59:37 are you up to in the world? What's the
1:59:40 promise that you're making to the world?
1:59:43 And then are you living up to that is
1:59:45 the is the other half of the equation,
1:59:46 right? The brand is the promise. The
1:59:49 experience is are you lying or not,
1:59:53 right? And so fortunately, we have a
1:59:57 really solid foundation of how people
1:59:59 behave in this community. Now we're
2:00:03 articulating it. Then we're going to
2:00:04 communicate it. Now as people come in,
2:00:06 we'll be able to talk about this clearly
2:00:08 and freely. Right?
2:00:11 Beautiful. Are there pickles in that jar
2:00:13 behind you? This one? No, this is
2:00:14 there's quarters.
2:00:21 Change.
2:00:25 All right, everybody. Have yourself a
2:00:27 beautiful evening. I wish you guys
2:00:32 would be after the show. After this
2:00:34 show,
2:00:37 [clears throat]
2:00:39 are you guys gonna hang out? You're
2:00:40 having an afterparty after this. More
2:00:43 power to you. I'm gonna go I'm gonna go
2:00:44 to bed. All right. Later, everybody.
2:00:47 Have a good night.