Would AI Find Your Business? Here's the Test

For years, we thought about visibility.

Pretty simple.

You wanted to rank on Google.

You wanted people to follow you on social media.

You wanted press.

You ran ads.

And all of those things still matter.

But now someone can open ChatGPT or Claude or an AI platform and ask, who's leading this industry? What's the best company for this? Who should I hire? What should I know before making this decision? What are the biggest ideas shaping the space? And they can get answers without ever scrolling through links.

That changes something fundamental for every CEO and business owner.

Being good at what you do is no longer enough.

The market has to be able to find evidence that you're good at it.

This is why you should think differently about owned media.

When I say owned media, I'm talking about the content and audience your company is actually building.

Your website, your podcast, your videos, your YouTube channel, your newsletter, your articles, your research, your interviews, your point of view.

the knowledge that your company is putting into the world.

For years, businesses have treated many of these things like marketing deliverables.

You need a blog, you should post on LinkedIn, starting a podcast, we need videos, check the box.

That's not enough anymore because we're moving into a world where the body of knowledge associated with your company matters.

The question isn't just, are you creating content? It's, are you creating enough meaningful, credible content for people and increasingly AI-powered discovery systems to understand what you know and why your company matters? That's a much bigger question.