ExtraHuman
AI that makes you more of what you already are. An extra human on your team. And time to focus on the extra-human stuff.
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Thoughts & Observations
Ideas
Thoughts on AI, business automation, and the future of marketing.
Random Ideas
Quick thoughts distilled from recent posts.
Task vs Purpose
The tasks change but the purpose never does. That's been true for a century of advertising.
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Voice is a Huge Unlock
Speaking is 4x faster than typing. But speed isn't even the main benefit.
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You Don't Need to Be a Coder Anymore
AI doesn't guess anymore. It writes code, runs calculations, and computes real answers.
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Drive-By Delegation
Terrible delegation habits? Perfect training for the age of AI.
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Which File Should We Change?
Don't ask AI why it made a mistake. Ask which file to change so it never happens again.
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The Slot Machine Mental Model
Don't treat AI like an oracle. Treat it like a slot machine. Change the input, pull again.
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From Idea to Finished Thing
The hardest thing isn't building anymore. It's stopping.
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Skills: The Best of Both Worlds
Code is deterministic but can't reason. AI reasons but forgets your preferences. Skills give you both.
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Installing Skills: Claude AI vs The 8020brain
Two ways to use skills - in Claude AI directly, or in the 8020brain. Both work. One is dramatically more powerful.
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AI Data Security: The Policy You Need
What data can you safely put into AI tools? The answer isn't complicated. But it needs to be deliberate.
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The PPC Manager's Role in the AI Era
Your expertise is the most valuable thing you have. Stop leaving it locked in your head.
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Soft Skills Are The Hard Skills Now
Soft skills are delegation skills. And delegation is how you leverage a team of fifty waiting to work for you virtually for free.
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The AI Vocabulary Is Smaller Than You Think
You don't need 2,000 AI concepts. You need 30-40 Lego bricks. Put them together and you build systems that draft emails, create content, and run your reporting.
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MCP vs the Google Ads API: What's Actually Different
Both need the same credentials. The difference is where the data goes - and that changes everything about what you can do with it.
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Ideas for 2026
A series exploring AI adoption, team transformation, and building for the future.
I Was Wrong About AI and Jobs
Eight years ago, I said AI wouldn't take your job. I was wrong. Here's what I've learned watching the shift.
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Trust → Certainty → Speed
The biggest unlock with AI isn't the technology. It's trust. Here's how the flywheel works.
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Diversity of Thinking
When everyone uses the same models, the advantage comes from how you use them.
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Creativity Is Downstream of Inputs
Ideas don't appear from nowhere. They're sparked by inputs colliding with problems.
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Management by Exception
Dashboards aren't for staring at. They're for spotting anomalies.
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Progress, Not Perfection
Perfectionism is a productivity killer wearing a quality costume. Ship at 80%.
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You're Not Behind
If you're reading, learning, and experimenting - you're early, not late.
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The Scout Advantage
Certainty is what clients want most. Scouts run ahead, test the terrain, and return with maps.
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Small Automations, Exponential Outcomes
Automating feels slower before it feels faster. That's the trap - and here's the math.
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Storytelling, Play, and Video Storyboards
Creativity and play aren't distractions. They're leverage.
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Adventure
AI adoption isn't an upgrade. It's an adventure. When you expect failure as learning, everything changes.
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Being Human in an AI World
AI is a left-brain tool. Relationships, taste, judgment, meaning - these remain stubbornly human.
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Accountability (Beyond Productivity)
Accountability isn't about doing more work. It's about doing what matters.
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Personal Legacy and Memory
Every person carries decades of experience and wisdom. AI can help capture what would otherwise be lost.
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Privacy, Trade-offs, and Reality
Privacy isn't binary. It's a trade-off. Neither fear-mongering nor naivety is useful.
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Thoughts as We Enter 2025
Reflections on AI transformation written in December 2024.
Two Types of Business in 2025
The future divides into two paths: those using AI like it's 2022, and those achieving what looks like magic.
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There Is No Manual
Why traditional approaches to business operations are becoming obsolete.
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Should You Spend Less on Ads?
A deep dive into ad spend optimization in the age of AI.
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Let's Go Down the Agent Rabbit Hole
Exploring the transformative potential of AI agents.
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Scaling Expertise Is Hard
The challenges and solutions in scaling business expertise.
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The Evolution from Ads to AI
How advertising is transforming through AI integration.
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The New Management Challenge: Can You Conduct?
Leadership in the age of AI orchestration.
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Three Steps to Using Agents in 2025
A practical guide to implementing AI agents in your business.
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A New Form of Deep Work
How AI is redefining productivity and focus.
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Wrap Up: The Future of Business with AI
Bringing it all together - the future of business with AI.
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