It’s been a while since I’ve done one of these. And, damn, does it feel good to be back. This, this is the stuff that gets those creative juices flowing.
Transparently, I’ve been feeling somewhat creatively bankrupt in the face of the ever-present pressure for AI in the sales and marketing spaces. Not within Silverhawk, mind you, in a more general sense. Everywhere you look you find AI focused content (which is everywhere it feels like) you find the “do more with less” crowd being the loudest, seeking to maximize efficiency above all else and at any cost. Which is intellectually incorrect. That’s not to say that efficiency gains aren’t valuable, simply that there needs to be thoughtfulness and intention behind deployment of tools like this in the pursuit of them.
Why? Because our innate desire for “more,” when paired with tools like much of what’s available today, leads to inadvertent (and often detrimental) impact to brand, process, and people. Because these tools, when looked at through a strictly efficiency focused lens, allow us to feel comfortable taking our eye off the ball.
I’ve tested no less than a dozen different tools with “AI” in the name, the description, or somewhere in the marketing. Do you know what they all have in common? They all promise doing more with less. Yet, somehow, all seem to overlook that “more” isn’t always better when you have to sacrifice quality to achieve it.
Either way, do you know what the unintended consequence of this all seems to be? A premium on “real”.
Because…..do you know what can’t be replaced? Awkward sentence structure. A pause in conversation that is subtly too long. A misspelled word in an email. A comma placed incorrectly. The breadcrumbs of authenticity. When everything and everyone takes the same tone, when everyone is having their AI interact with everyone else’s AI, you’re left with nothing to differentiate other than you……than “real”. The human experience, your human experience, consciousness itself.
Trust is built one breadcrumb at a time. I know that. Silverhawk knows that. And you’ll always get what’s best for you from us as a result.
Oh, yeah, and buy something from me.
– Mark
