Make that 22 ways
“Your mission, should you use to accept it, is to increase the client’s rate of making trigger decisions. Except when it isn’t”
Venkatesh Rao, Art of Gig
This post is sort of a follow-up to last Friday’s post, 21 ways generative AI will transform marketing – I think I overlooked an important one.
I didn’t realize until I today when pulled out the Kindle version of Art of Gig on the metro back from a TOA23 event. As usual, I skipped right to addendum, 100 rules for Consulting, and my eyes landed on the point above about trigger decisions.
For context, by ‘trigger decisions’ Rao means important, strategic decisions that trigger a sequence of other smaller decisions and actions.
I had written in ’21 ways’ that:
18. Marketing strategy will be produced, altered, and personalized closer-to-instantly than ever before, with the aforementioned Gi/Go still in effect.
19. For that same reason, and others above, marketing and sales content will also be produced orders of magnitude faster
This still holds – more accurate and more rapidly produced strategy means more timely and compelling content. But’s a narrow view.
The broader view is this: like a skilled strategy consultant, generative AI that helps with marketing strategy will accelerate the rate at which we make trigger decisions – not just trigger decisions in marketing, but in all areas of the business.
(This was originally published on Art of Message – subscribe here)