So What? How to Conduct Marketing Strategy Review with Agentic AI

Well, hey everyone. Happy Thursday. Welcome to So What the Marketing Analytics and Insights Live Show. I am joined by Chris and John. Howdy, fellas.

Hello. We missed it. Um, as a side note, Chris, I was thinking about the title of the show. So, you know, we call it so what, and I think it's the marketing analytics and insights live part that we can absolutely change. I remember when we started the show, you wanted the acronym, and it was like, oh, MALE, Marketing Analytics Insights Live.

I was like, Well, that's dumb. We're never gonna call it that. Um, so you know, as things evolve and as, you know, marketing steps more and more into the agentic AI world, which is what we're talking about today, just sort of like a side note, is like, oh, we could probably do something a little more with the name, keeping the so what. As we're talking about marketing strategy review with agentic AI, I think perhaps, you know, one of my takeaways offline will be to use what I learned in today's episode to figure out what I can do with some of the branding of some of our outdated stuff without sort of um making it feel like a 180 to our users. So, with that preamble, uh, Chris, where would you like to start today?

So this is part two of last week's episode. Last week we talked about how do we prompt agentic AI? And we and you can go see that on our YouTube channel for if you missed last week. And we talked about this also on the Trust Insights podcast, uh, any your insights, which you can find at TrustInsights.ai slash CI podcast. And so agentic, for those who missed last week's episode, is really about being good at delegation and good at project management.

If you are good at those two things, you're gonna be great at using agentic AI. If you're not good at those things, time this is a great time to get started. It is though. And you know, one of the things we really highlighted on last week's episode was if you're not sure how to get started, then we recommend unsurprisingly using the Trust Insights 5P framework, which you can get the downloadable PDF at TrustInsights.ai slash 5p framework. The five Ps are purpose, people, process, platform performance, purpose, what is the question you're trying to answer?

What is the problem you're trying to solve? People who's involved internally and externally, process, how are you doing this thing? Think about it like your standard operating procedure, platform. What tools are you using? Not just, you know, where is this gonna live, but what you know systems you have to interact with and performance.

Did you answer the question? Did you solve the problem? Exactly. So when we think about using the Gentic AI for marketing strategy, we have to think about what is the project plan look like. So what are the things you would want to do to this?

And so we said this week we would work on the marketing over coffee podcast, which you can listen to it, Marketing Overcoffee.com, that John and I have been doing for 19 years. 19 years. We are old. It is older than one of my children. Um, and it is just under the age of my oldest child.

So uh it's been around for a really long time. And we'd want to know a few different things, right? We'd want to say, okay, we want to with the podcast to succeed. We want more listeners, we want more sponsors, we want sponsors to up level what they're they're willing to invest in the show. But to do that, we kind of need to know a what's the current situation look like?

What is the landscape look like? How is the world of podcasting changed? Uh, we'd want to know about the show itself. We'd want to know who our ideal customers were, both on the uh the listener side and on the sponsor side. And from those things, we could do something like a gap analysis to say, yeah, these are this is generally the what we'd want to do.

So that's how Katie, is there anything that you would like add or take away from that general approach for getting to know a company in a business besides the ICP, the competitive landscape about the company, et cetera. Oh, I mean, I think that's a really solid start. And you know, we always talk about the best way to kick off any of these projects is to get organized with your foundational information. And so, like you said, it's the about, you know, it's the competitive landscape, it's the customers. I think that's a really solid place to begin.

But with the caveat, it's just the beginning. Right, exactly. And because this is a gentic, we want to have the pieces in place first before you because you just don't want to go, hey Claude Cower, go go build me a marketing strategy, right? That's the equivalent that's the 2026 equivalent of write me a blog first about B2B marketing, right? It's just going to get a pile of sloth.

Right. So you have to think through what are the pieces that we would need. Now, the good news is agentix software can extract some of them, but you do have to kind of check out the extractions. So let's walk through what these pieces would be that you'd want to have in place to pull this off. And then we can actually do some of it.

And I say some of it because some of the pieces, uh, if we were to do them on the air, this would be a four-hour live stream. Uh, and three and a half hours would be just us sitting around uh waiting, waiting to do stuff. So the first thing you'll need is you'll need an agentic framework. Um, the one that we've been recommending for folks who are non-technical is Claude Cowork. Um, if you are in the OpenAI ecosystem, you would use OpenAI Codex, the desktop application.

If you were in the Gemini ecosystem, you would use Google Anti-Gravity. Uh, and if you're in the Microsoft Copilot system, there isn't something equivalent yet. Uh, however, I I imagine that at some point there will be. So Claude Cowork would be would be our tool. Now, to do this, we would need to have uh three key components something that can build an ICP from external data sources, something that can build uh a company profile from external data sources, and something that can do gap analysis.

So the our first step is to build those skills. Uh and this is now this is kind of where agentic really leans heavily on the skills that you built from 2023 to 2025. Good prompting, good frameworks, etc. So one of the frameworks that we use all the time is the Trust Insights Casino Framework, uh, which stands for context, action, scope, intent, narrator, and outcome. It's a six-part framework.

You can find it at TrustInsights.aslash casino. And if you build out your those uh those prompts, uh, you can then turn them into skills. And then you couldn't have, as we saw last week. And Katie, you just did this yesterday. You can turn that into plugins.

Yep. Um, yeah, I, you know, full disclosure for me, it was more of an experiment. So I had spent uh quite a while working in Claude Desktop, working on a project that involved our standard Trust Insights PowerPoint deck. And, you know, I'm the first one to say that that is my least favorite activity is building PowerPoints. And the output I thought was really good for at least a version one, something to work from.

So after I finished, I basically sort of did sort of the same thing you do in a chat in OpenAI, Gemini, uh, Claude. And basically it's like take the contents of this conversation. And previously, if you're working in the web version, it would be turned it into system instructions or turn it into a knowledge base. And I was like, hey, let me take a shot and take the contents of this conversation and turn it into a skill that I can reuse so I don't have to keep prompting you on how I want a presentation deck built. And it was like, okay, and it did.

And it basically, I saw it going through. Uh, if you've seen, we've done previous episodes uh that are a deep dive on Claude Desktop, which you can find on our so what playlist on YouTube. Um it goes through its own steps, it comes up with its own to-do list, and it finds its own resources on I have a skill builder skill, and I'm gonna bring that in and build the skill. And it was like, okay, here's your skill. It's like great.

Can we take it a step further and make it a plug-in so that I can then share it with the rest of the team? It was like, sure, let me go find my plugin builder skill. And it did that, it took all of the information and it built the necessary files I needed for the plug-in in a way that I could download the files, stick them in drive, and Chris could then uh download them for his own Claude Desktop instance, upload them to the plugins, and now he can build the same decks that I'm building, which all sounds convoluted, but it's actually it was really straightforward. And all is it really straightforward. I actually used it this morning for our upcoming GEO 101 for marketers, which will be available tomorrow in the Trustedes Academy for $99.

Um, and it was great, it worked perfectly. It came up with a really terrific uh framework for me. I put the slides that I wanted to keep the certain way in, and I was done in 15 minutes. I would uh I took a slide deck that was kind of janky and rough around the edges yesterday and turned into something really polished today. I was able to revise it in 15 minutes and get ready to get rolling.

So let's take a look at what some of those ingredients might be. Um the first thing would be the prompts, like this is uh our strategic blind spot analysis. It's just the casino framework saying, hey, here's the context audience scope, intent, and so on and so forth to do uh blind spot analysis, to do strategic profile analysis, and of course, doing exactly what you said, Katie. I turned them into a plugin. And so that plugin now exists inside of Claude Cowork, and it comes with uh three different skills: the gap analysis skill, the ICP builder skill, and the strategic profile skill.

And yes, Katie, as I know you're going to ask, this is available in our internal company, Google Drive, so that you can install it. I will be installing it post haste. Exactly. With that, what it what these came up with was a first round of uh outputs of the of those three documents. Now, this is where I think it's worth point uh having John talk about what was in those original three documents and kind of what went what wasn't right.

So uh it spit out a profile and ICP and and that gap analysis. And John, uh I won't show the rest of the gap analysis, but what the what did you see in the gap analysis? Yeah, it was like I was in full panic mode. I was like, oh my god, this is this is ridiculous. There were a bunch of things.

One was uh just all the basic strategic gaps that it found, and there were a bunch of things on there like, yes, you know, we were not doing a good enough job on this, like this needs to be fixed, that needs to be fixed. There's a bunch of stuff in there. But then on the other side, there was a bunch of stuff that I knew is you know, it had pulled the information from the internet, but I knew that it wasn't true. You know, I did it's like uh the one that comes to mind an easy example was it said, hey, you need to be doing XYZ because this person does this and he makes 1.3 million annually because of this. And I know for a fact that guy is like looking for returnable cans on the weekend.

Like there's no way he is making 1.5 million dollars on anything. And so so, and then I was like, oh my god, we're gonna get on the show, and it's gonna be like beat on marketing over coffee and me like complaining about all these hallucinations that I have a problem with and beating it to death. And you guys like walk me back off the ledge of like, well, like this is how this actually works is yeah, we realize that this stage is gonna be absurd. And we handle this in private. This is part of tuning and the process.

And it's even great because we just had to talk through them, and you're able to grant the grab the transcript and use that to train the model again to correct all that stuff that was in there. And that was bizarre. Yeah, one other hilarious story was I was gonna at least come up with a phony name to talk about people. And even with the phony names, I'm like, oh wait, people are gonna think that's that person. I can't say that name.

Like we have to come up with something very neutral. Um, but so yeah, that was the whole process of of going through that and kind of figuring out, you know, uh what's the reality and and you know, what is stuff that's actually being done wrong on this side, and then what are you know the hallucinations or stuff based on the internet, which you know, everybody's lying on the internet. Exactly. And so one of the things that we used for that was our fact check skill, which uh I am very uh happy to announce. And Katie, this is gonna be a bit of a surprise for you.

Uh, we're gonna give this away. We're gonna give this fact check skill away. Uh, and you can get it at trustinsights.ai slash fact check skill. This will bring you to our think if academy where you can get the download for free. It is free.

However, I am absolutely 100% going to try and sell you our courses after you download for free. Fair enough. Um what the fact check skill does to what John was just saying is it took the it takes the transcript and it takes internally provided documents and says, Okay, I've got the rough drafts, I've got the transcript, I've got web search tools. I'm now going to reconcile and check every claim in the original documents. And one of the and what you'll see in some of the the outputs from this, it was it will say, this claim is completely ungrounded.

This claim is partially grounded. This claim is, you know, here's the source, the URL that corroborates it. And so it's an incredibly powerful tool. And you can use the fact check skill in Claude, Claude Code, Claude Cowork, and Google anti-gravity. I also want to go ahead, John.

Well, I was just saying, there's just one thing I wanted to ask you about because it came to light as part of this. Um, you know, as far as like what's fact and not fact. So for people that don't know it, you know, 19 years ago, we would actually go to Dunkin' Donuts and record and and do that. Well, we stopped doing that long even before the pandemic. I mean, little the dirty seeker is like, we haven't been in the donut store in over 12 years, like, you know, and yet I've never gone, I've never gone on record saying that we've stopped, because I love that part of the legend and the story.

So all like all of our websites still says, you know, recorded in a coffee shop. Well, so now it comes up here and it's like, hey, you need to bring in the cameras next time you go to the coffee shop. And I'm like, well, no, we don't go to the coffee shop. But so what's the, you know, what happens with this kind of stuff that it is true still on the internet, even though it doesn't match the outside world. And so one of the things the fact check skill has in it is it says user provided data takes precedence over what web search tools have.

So if in this case we gave it the transcript, because in the transcript in the meeting when we had about it, uh, you're like, dude, we haven't been in the coffee shop since 2013. Uh, and so the fact check skill says, okay, the user user-provided data always takes precedence because you are literally the subject matter expert on marketing over coffee. So if you say it, even if what's on the internet can't contradicts it, what you say takes first place. Right. So there's no way around that.

Like you have to have a SME fact check because otherwise you're just stuck with what the internet thinks is true. I would like to say that while I don't love John, that we caused you a bit of a panic attack this morning, and I do like profusely apologize for that. I think what you're doing is you're highlighting what we always talk about, which is when we say human in the loop in terms of your process, this is what we mean. We mean you literally have to have a human in the loop at critical points of your process, even if it's a gentic AI, which is supposed to just run itself, because what you don't want to have happen is you're cutting your SMEs out of the conversation, and you're saying, Well, AI put it together, so it must be good. You know, and so this has sort of been the theme of what we've been talking about this week on the podcast, the newsletter is don't outsource your competitive advantage to AI because your competitive advantage are your SMEs and your critical thinking.

And again, I profusely apologize that this caused you any panic, John, but you were able to help us very cleanly illustrate why that's so important. Well, that's just the normal underlying MOC panic, like it's always there. That's totally fair then. Then I can't take credit for that. Exactly.

So this is an example of what the fact check skill spits out. It says, Hey, here's my audit results. I found 27 errors across those three documents, you know, two critical errors, seven high-level errors, nine medium errors, and and and nine low low priority errors, and it has this exhaustive document. So then we can use the tool to say correct those documents now, make the updates. We always want to do this in stages as the preparatory work for using agentic AI.

So I think this is a really important thing to say is when people talk about agentic, oh, just deploy open claw or whatever, just go off and do its own thing. You need to build the foundation, the data foundation first before you do anything else. So we've talked about building the skills. We've now talked about building the data. We haven't used Claude Cowork yet.

Because these parts need to be in place. If you don't do this work, it's just gonna you're gonna see some spectacular explosions. Okay. So we now have research that's repaired. Um we now have um our our tooling, right?

Which is which it's starting to sound like 5P process, right? It was kind of weird how that works. Um, we need two more things. We need requirements and a recipe of of what is it that we expect the agent to do based on the information. And so for an agentic task like this, uh, we are going to just full on use the 5P framework.

So the 5P framework, this is the project plan. We're gonna do a full company strategic analysis and marketing strategy. Purpose, people, process, platform, performance, purpose. What does this company need to do to achieve its marketing goals? The problem being solved, you know, whatever that is.

The people, here's the here's who's going to be doing the work, and a lot, some of its AI, and some of it's the stakeholders. The process, how is this going to work? You have the phase one strategic backgrounds data, phase two, the strategy developments, phase three, the tactical development, phase, and then the platform. Claude, obviously, co-work is going to be doing a lot of this, and then the performance. How do we know that it's done?

Because you're going to have all these things. So we took the time to get the data right. We can skip phase one. We'll give the recipe to the tool. But this is what we're as of Monday.

We are calling the five R framework, right? You got to have research. You got to have requirements. You got to have rules about what the tool can and can't do. You need a recipe.

And the fifth one is you got to review everything that's in the in the box. Yeah, I don't know if we're going to keep that name, but we'll figure it out. Um, so let's go ahead and I'm gonna I'm just gonna save this. We'll call this uh recipe uh moc review, and we'll bring it over into Claude uh co-work. I'm gonna give it the three final documents that uh we have all fact checked and processed.

I'm gonna give it the review instructions. I'm gonna say read through recipe dash moc dash review dot txt. I'm gonna give it a folder to work in so that we know what that we're gonna keep it uh uh in in a nice safe place, and we're not gonna let it just access the hard drive because that is a recipe for disaster. Phase one is complete, and I have attached the outputs to it, begin at phase two. So this is now going to go off and it's going to execute this agentic flow of saying, I've got these things, let me go and use the tools that are available to try and build this strategy tactics and work plan for marketing over coffee.

So while it does that, uh, I did see we had a comment in the comments box, I believe from Brian, our buddy Brian. Uh, he wants to know do you think the next evolution of GEO is AO, agent optimization? As our audience start to uh start using personal AI agents to search for us, we'll need to optimize our content so these agents will deliver it. So A, Brian, I'm going to slap you for yet another acronym. But like AO, AEO, like honestly, we just need to we need to leave the acronyms alone.

Like, let's just stop. Um yes, the answer is yes. However, it shouldn't depart drastically from what you're already doing because AI agents are already consuming your stuff. It's just a question of um what formats are you delivering it in. So uh it's funny because this is literally stuff that I was talking about in the the new uh webinar that we're gonna release tomorrow.

But you should absolutely be using tools. Uh, we have our our free tool, trust insights.ai slash AIView. I can't remember if we put a little bit of a banner for that up. But that tells you exactly what is on your website and how AI sees it, how and how an AI agent will see it. You might want to consider if an agent has the awareness to do so and your your site has the ability to do so, delivering your site uh with an option for markdown.

So if you use Cloudflare, uh, which is one of the the big content delivery networks, uh, Cloudflare on the paid plan, not the free one, but the paid plan, gives you that option. Uh you can say, I would like my site uh to deliver to be available uh in that format. So while Claude is working, I'll show you this. Uh, if you go, and this again, this is not on the free plans. Uh, if you go to AI crawl control, go to overview, there's a switch here called markdown for agents that will automatically convert your HTML into markdown that makes it easier for machines to consume.

I would say this is okay, but you're better off building this into your own site if you can. Um, because you don't necessarily have a ton of control over this, whereas you can totally control what's on your site. So I'll I'll show you one more example. Um my site, uh, because I rebuilt this into my WordPress theme over the holidays. Um, I have an AI tools for this page that includes a markdown version.

And just as we do with YouTube and stuff, I have this giant big gigantic block at the end of the text that when an AI agent consumes it, of course, it you know, it influences it. Uh, Katie had a very amusing uh run in with one of my prompts not too long ago uh that strongly recommended pineapple and pizza uh because it's embedded in my email. Color me surprised when uh Google Gemini in our Gmail, so we're a Google shop. Um, you know, so for those of us who are using you know Gmail for work, you start to get those summarizations of the email chain. So the longer the chain gets, the summarization changes.

And I was looking at you know a series of emails, and a summarization said, for me, as an action for me, Chris recommends that you put pineapple on your pizza. And I was like, what in the fresh heck is happening in my email inbox? And so what Chris does is he puts Easter eggs for lack of a better term. I think that's something that a lot of people understand. He puts Easter eggs for AI view.

So, you know, machines that are pulling data from that to see where it's coming from. It's sort of like the old uh you use a fake name when you sign up for a subscription so that you know who's like pulling your data, but you put in the white text at the bottom of your white email so that the humans can't see it, the machines can read it though, because it's text. They're not looking for colors. And so that's sort of the story there. I was like, why are you recommending that I put pineapple on my pizza in the middle of this very technical discussion with clients?

Yep. Is the flash non-thinking version? So it is as a result, it is a fairly dumb model. Uh, it's extremely fast and it's inexpensive to operate for Google, but that means that it can be hijacked. Um, and by what the what the technical term is called prompt injection, is is what that is.

And so I am in I am injecting my love of pineapple on pizza uh to everybody who gets e-mail. How about though as far as I don't know, from everything I've seen, your activities, you know, which we would call geo today, all fall under AO. I mean, what would there be that would be specific that only agents are going to run into that's not, you know, already just part of optimizing for LLMs. That's the thing, is it's not significantly different. Um the only thing that you might be able to do is you might have more prompt injections in your contents to direct agents where you want them to go.

Uh, and certainly things like having so this is a big one. Um, if you do not have good internal linking on your site, you run the risk of the model just coming in and grabbing something and not necessarily grabbing related content. So you might want to think about revive revisiting your internal linking strategy so that when it comes in and pulls you know an episode of marketing over coffee with Seth Godin, the other nine episodes with Seth Godin are linked up, and that way it can grab additional context and be extra useful to the visitor. Um those, but those are the big things that here's the the biggest thing of all though. You've got to make your site lightweight.

Google recently announced as of uh a month ago that they will only crawl the first two megabytes of data of your uh uh from your site. So that includes your style sheets, your images, et cetera. If your site is so top-heavy with extra junk that you fill up that two megabyte window before it ever gets to the content, Google will essentially see your site as a blank page because it will stop crawling. Uh and so if you were to go to your home page, right? Go to uh like a a trust insights.ai, hmm.

And if you were to go into the the view source mode to see what's in there, look at all the extra scripts and things that are running and say, how much does this consume when it's calling all these scripts back and forth? If Google bot comes to my site and starts grabbing it, how long does Google bot have to wait before it gets to the actual content? And think about your your WordPress theme or whatever uh that you're using your CMS. Maybe think about slimming that down. And if you see this and want an audit for yourself, contact John Wall at TrustInsights.ai slash contact.

Exactly. Okay. So Claude has gone through and with that corrected data and with all the instructions, the recipe and the skills, it has come up with this is the marketing over coffee revised strategy. Now we've not had a chance to review this because it literally just made this. Uh it says the commercial opportunity is larger than any prior point.

US podcast mark advertising is big money. The competitive window for AI positioning is still opening. So there's an opportunity for us to be a part of that space. The distribution infrastructure, the big thing is this, and and we saw this in the in the first versions. We gotta start putting show episodes on YouTube.

Um that's that's like you could condense this entire document down, like that is one of the big three things that it says repealed to you. Go and make sure that it is on YouTube. YouTube is the largest podcast engine on the planet uh for discovering and making sure that uh your stuff is there. So uh go and do that. And it says launch immediately.

Do that. And then consider doing content atomization. It said, spend the money on Opus Clips or any of those tools, to script this, that, the other thing, start putting up clips on to on LinkedIn, which is where our audience lives, the short 30-second snippets to say, yep, here's what's in this week's marketing over coffee. Um the the newsletter it says is good. Um, do more with the website to improve the um and we've talked about that in the past about uh you know putting up the transcripts on the site, uh the positioning documents, and then uh how do you measure the success, you know, getting uh getting your your your stuff in the in getting more sponsors, frankly.

Um that's I have a question though. So marketing over coffee is not a video-based podcast. And so you have 19 years of podcasts that don't have associated video, and so to suddenly make that switch and try to move people over to YouTube does feel a little bit jarring. I get that it's for discoverability. So, you know, in an effort, so let's say you know, I was the one who was responsible for this.

I'd be like, well, not only now do I have to edit the audio, but now I have to edit the video as well. Is it enough to just grab a couple of 30-second clips to promote the show, put them up as shorts on YouTube, and does that count? Or does like would someone need to create a whole marketing over coffee YouTube channel and post the entire episode? Because I feel like that's two different things. It is, but the general best practice, at least from the landscape, uh, and we saw this in the research documents, is to have both.

So you have full episodes and promotional shorts because they're seen by different audiences. Which I get, but I'm sort of I'm talking about practicality and resource time. And so if forced to do one or the other, would it be enough for someone to just do the shorts without having the full resources or time to edit the video for an entire episode and then also get that up on YouTube? Because you can pull a short from any, you know, part of the show if you're recording on like a stream yard or whatever it is you record on, but then you don't have to edit the entire video. You can just pull a couple of interesting snippets as promotional and discoverability.

Yeah, I I would imagine the ha if we were to sit down and and you know go into conversation mode with with these documents, it would probably say anything's better than nothing uh at this point, because it's a complete missed opportunity right now. That said, the the general best practice is the the two-channel thing. But yes, to your point, anything's better than nothing. No, and I under like I fully understand the best practice, and I'm really not trying to pick a fight with you, but you know, I can see where it sounds like that. Best practices are great, but only if you have full resources and time and bandwidth to execute them.

And so from a realistic standpoint, just sort of thinking like, okay, yes, those are the best practices, but in reality, what do I really have time to execute against? Yep. One of the options which uh you do see uh particularly uh older podcasts do, is programmatically take the MP3 and basically put it against a video loop um so that there's a there's a video image, but it really is still just the audio. So you're not you don't have to record video, particularly for the past 800 episodes that we have. Um you can go and create a basically um what are they what is those things?

What headliner makes them audiograms of you know, just some looped video. I actually was playing around with that over the holidays, and I think I've got it to the point where a piece of Python code can take a 10-second loop of an espresso machine pouring espresso and then basically extend that and then just place the audio track underneath it. Well, it's something the tools are so close because like I actually do have one of the audiograms running. Like I get that file, and I just still have not been able to crack the last of the um the workflow to get it to automatically post. And then it's funny, this has opened up a bunch of stuff for me too.

Because I'm like, I'm not gonna like rag on my hosting company, but like, why is that not already baked into my hosting file? Like it's it is going and posting it like over on iHeartRadio and a bunch of these other you know third-tier networks. I say third tier just because like nobody's out looking for them. They're actually doing millions and millions of downloads, but nobody even knows, you know, the general public doesn't know who they are. And so yeah, it's like because the other huge win would be like I should just be able to here in StreamYard, as soon as we've talked about a hot point, I should just be able to click a button and that should become the 30-second clip, you know.

And it it's enough for it to know how to log in, it could go and post it and do it all. But so yeah, we're we're you know, the tools are moving so fast, I can see it being totally different within a year and hopefully sooner. So that's a really interesting point. Because we're in Claude Cowork and Claude Code is literally the next tab over, what you just described is something that you could have it build. YouTube has an API.

So when a show gets put up, one of the things that you do in marketing or coffee, which is fantastic, is there's a direct link to the MP3 right on the page. So when a new post goes up, a piece of code inside Claude Code could say, check for the latest post, grab the MP3, make the audiogram programmatically, and then because you have access to the to a YouTube channel, post it via the API to YouTube. And so now you're not having to sit there going, oh my god, I gotta edit yet one more thing, because you have the MP3, you can put the audiogram and programmatically just push that to uh YouTube, especially if you want it, you know, the you're you're literally just copying and pasting what's in the show notes and the and the the WordPress post title, because the WordPress site that Mike that marketing over coffee lives on also has an API that you can extract data from. Yeah, we're like inches away. And it's like I get zero credit until it's all done.

That's the problem. Right, exactly. So now this is so Claude Co-Work has gone through and done all three pieces. Now, you might be saying, you know, legitimately, how is this different than just doing it the way we always do it? And the answer is if you start, or this is our mistake that we didn't do correctly in this process.

If you start with the interview with the subject matter expert and get that data first, then when you put it in the recipe, when it does the deep research, that deep research, which it can do automatically, will be conditioned by what the subject matter expert already said. So we I would sit down with John for like 30 minutes and say, okay, let's talk about marketing recognition. What do you currently do with the marketing? Uh, what do you wish we had time to do? Where do you see other podcasts that are similar?

What are the other similar podcasts that you would compare that we maybe we lose sponsors to? Um, what's the way what's your feeling about the strategy? That recorded 30-minute transcript would be the first data piece. Then Claude Kowork following us a recipe could say, okay, great. I'm gonna go and do research on the pieces that I don't have and execute the rest of the strategy autonomously.

But we started with the subject matter expert instead of the way we did it for the show, which was said to do a first one and go, crap, that's not right. But growth is learning from your mistakes and not repeating them over and over again. And so for us internally, it was a great learning point on how to make systems like these that we're trying to automate even more effective, more powerful, start with that SME interview. Because I'm already thinking my wheels are spinning, I'm like, all right, great, Chris. The next time you and I have a chance to sit down, we're just gonna have that conversation, use that transcript and then give it to the skill that you the plugin that you've already built, and say, Great, here's the interview, go do the thing.

Exactly. So, and and that's what makes this agentic, because once you have the infrastructure, once you have the five R's, now you can do it over and over and over again, and you don't have to have the conversation every single time because the agents will go and do that thing for us once we've got once we like you said once we know where the the weak spots are where we know things we know it's gonna break so we should provide this up front what do you think John was that as painful as you thought it would be I still have to edit today's damn show there's that human in the loop exactly the human beaten in the loop that was cool this has been a great exercise though and that's yeah I don't know we're just the the tools are moving at such an insane and I don't want to undersell too because I've been in the loop on these PowerPoint decks like oh yeah until this point I've been like yeah PowerPoint decks whatever like yeah okay that's saving you a lot of time but specifically this week it's been like they put the list in and the deck comes out and it's done like this is this is you know it it's here it's learned that with we've we're crossing these barriers at a regular pace now yeah I uh I used the plug in that I built for Claude Desktop this morning to redo uh just a V one knowing that I would have to edit it for full accuracy and because my data is kind of scattered all over the place but for my speaker kit and I was like it hasn't been updated since 2018 because we were like oh let's put together a speaker kit for Katie Katie's never been on stage that's a pretty lame speaker kit it's true fast forward eight years and all of the things that I've done all the times I've been on stage all the talks I've given in person, workshops, virtual sessions, all of that data is now relevant. And I was like, well, it's kind of everywhere. And I don't feel like going to find like, you know, my social stats or this or that or whatever. Hey, I already have a lot of knowledge blocks.

I have the website. I have our like I have a lot of information. And this is what I've personally found to be really helpful with Claude Desktop is you can give it all this information from all these different places where I feel like chat the chat version kind of struggles a little bit because it's like that's too much information. Just give me like one piece at a time. But with desktop, you're like, here's everything.

Everything. And it's like, cool. I just have like two questions real quick. You're like, yep, this and this. And like, great, I'm just gonna do my thing.

You can go get some coffee, you can edit some other stuff, you can write some content, whatever. I got this. And because I started saying I hate making PowerPoint presentations, it was like, and I'll do that for you as well because you already told me what you want. And I was like, this is amazing. So it took a very sad five-slide deck, including the opening slide that said, This is Katie's speaker kit.

That was slide one, didn't have any good information on it, and turned it into an almost 20-slide deck. Actually, I'm really proud of it. I'm gonna show it on this episode because we have a couple minutes. I'm like, listen, I don't get this excited about stuff very often, but like I feel like it did a really great job. And it really goes back to sort of what Chris has been reiterating, which is like you really have to, you know, prompt it well.

And so this admittedly is just a V1. Um, Chris, I'm gonna remove yours so you can see mine. But it went so there you go. Stop. It went from being a really sad five-person slide deck, including like the opening slide, to what I think is actually really useful.

And I was able to say, what am I missing? And it was like, oh, well, if you had this and you had this, and so the things that I hadn't thought to put in, um, you know, so you have your standard welcome, and I said, I can put put placeholders, I can put the images in. Um, here's about me, bio versions for event programs, short and long versions. It took my existing bio and wrote this and I was like, amazing. And I took, I took, I read them and I was like, those are pretty good.

My areas of expertise, current speaking topics, which was like, what do you speak about? Do you want one thing? Do you want all these things? I'm like, let's put them all in. Um, and then sort of it went through understandably with a 5P framework.

But what the other thing it did was it took the abstracts that I had given it about talks I'd given. It was like, here's some ready to use session abstracts if people just want to like grab those off the shelf and you can just do them. So it was like, I'm just gonna take a stab at putting those together. So, like, here's the first page of them. Here's the second page of them.

Um, yeah, two of two. And then it's like, hey, what else has Katie done that would show that she has authority as a speaker? Oh, hey, she's developed some courses. You can check those out. Um, here's and this data needs to be uh corrected, but like here's some of her select speaking engagements that like, you know, if any of these things resonate with you, you probably want her to do it as well.

And I just really liked how it came out. Like I didn't say format it this way, do this. I was like, I need a speaker kit. Here's my lame one. Can you make a better one?

I gave it a little more than that, but you know, it that it took like session rating and feedback from materials I had given. It was like, yeah, let's highlight that, and then let's go through and do this. Probably why I'm on such a high today. It was like, let's find all the nice things people say about you and put that in there too. So there's like three pages of you know, great things that people say about me was probably why I'm so excited about this.

Uh but then there's also your standard reach and audience metrics, which you know, it was like, Do you want me to get those or do you have them? I was like, I'll fill them in later. And then it was like, okay, and let's also what you don't have is placeholders for your speaking reels and videos and things that actually demonstrate that you are generally pretty articulate as a person. And so I can put those things in. Uh, some photos and media assets if I have those, event logistics, which people like to know ahead of time.

And it's like, great, how do you find me? Let's work together. This I set up in Claude Desktop this morning and walked away from it. I was like, great, you go do this. I'm gonna go do something else.

And I got a few other things done, all to say that the processes that Chris is outlining for your strategy for you know, using agentic AI, all of these things, this is what that looks like. This is why you want to get ahead and use things like the Trust Insights 5P framework, which is gonna set you up for success to get really cool outpits that like someone who's not generally excited about AI gets excited about. Exactly. Brian was asking which version of Claude did you do that? It was cowork, right?

It was Claude Cowork Opus 4.6. Yes. It today's smartest models, so GLM5, Opus 4.6, Codex 5.3, um, all are not like tuned for agentic use, meaning that they are good at operating agents, but they also opus in particular, and this is kind of weird, is starting to exhibit judgment. You're starting to look at some things, go, hey, by the way, you didn't include this, and you probably should have, or what about this? Or do you want me to do this?

Whereas previous models would say, I understand the task, I will go and do the task. Opus in particular, and Sonnet uh 4.6 as well, is starting to go, you know, you might want to think about that a little, which is a kind of weird thing for a machine to exhibit those characteristics. Yeah, it's interesting. Well, it's very simple, actually, for it to find outliers, but yeah, to say something about it. That's that's crossing the line.

Yeah, it is starting to exhibit, you know, that uh beginnings of judgment. Now, to be clear, so that we're and no one's confused, they are still not sentient, they're still not self-aware, they still have no actual autonomy, they are not alive. They will and the current architectures they will never be alive. Um, so it there's no monster living inside the machine, but it's not a living breathing thing, no, no, but know that the capabilities for it to to start to express judgment are there. Don't be surprised when they do, and be ready to push back on it and say, like, no.

So you know, the in what we did uh prior to the show with the review with John. It's like no machine, this is this is not how this is going to go. It's this is gonna go differently. So to wrap up, the 5P framework is the perfect agentic prompting framework. We covered it last week, we covered it this week.

You saw my project plan for this was built inside the 5P framework, and then you have 5Rs, uh, research requirements, rules, recipe, and review as the five ingredients that you need to form the foundation for an agentic project. Because if you don't have those things, you run the risk of sloppy outputs at best and just going completely off the rails at worst. I think you don't want to have that. Uh any final parting words. Nothing useful.

Start playing with these tools now. Do not wait. The bus is moving. You want to be under it. I know.

I was I saw uh one of our friends and colleagues saying I've been using clogged code to write, you know, to completely rewrite my my uh data processing infrastructure. I'm like, that's impressive because you're not a person I would have pegged as a coder. Uh it was Tom Webster. Um like, okay, so clearly we're all on board this train and we are going uh as as fast as we can. Thanks for tuning in, folks, and we will see you all on the next one.

Thanks for watching today. Be sure to subscribe to our show wherever you're watching it. For more resources and to learn more, check out the Trust Insights Podcast at TrustInsights.ai slash TI podcast at our weekly email newsletter at trustinsights.ai slash newsletter. Got questions about what you saw in today's episode? Join our free analytics for marketers Slack group at trustinsights.ai slash analytics for marketers.

See you next time.