Positioning, Strategy, and AI

You've been hearing all kinds of people talking about how their positioning needs adjustment because of AI.

Is that right, what I just said?

Yeah, roughly.

Are you not hearing this?

Yeah, I am hearing it too, but I'm interviewing you.

[laughs] I'm asking the questions today.

Yes, Your Honor.

You have heard that?

Yes.

Okay.

And you think this is brought on by AI? What is it about AI that's making them rethink their positioning? And we're gonna talk about how you don't think they should be rethinking their positioning, but what do you think it is about AI that's making them be introspective?

Well, it's like a hand grenade that's been thrown into your business and the entire ecosystem.

Everything's being disrupted, right? So everything's changing.

It might be a bias on my point.

I feel like I spent the first 15 years of my business talking about positioning, and then at some point it was like, you know what? I don't wanna have the positioning conversation anymore.

I feel like we, all of us together, have had this conversation a million times.

Mm-hmm.

And maybe the hiatus is over, but I've just noticed agency owners revisiting their positioning, and I'm like, "People, this isn't a positioning problem." And we've touched on this.

So I looked it up, and I don't know how many episodes we've done on positioning, but positioning comes up in a lot of them.

A lot, yeah.

And we've probably done seven or eight directly on positioning.

I wanted to make sure we didn't cover the topic directly.

I don't mean the topic of AI's impact on positioning, but the topic of positioning versus strategy, because I know I have talked about it a couple of times before, but I think it's worth going into this.

Yeah.

So you're saying it's not a positioning issue.