Here's a quick tip on how to talk to businesses about AI 🤖
For those of us who run businesses with AI at the heart it can be really easy to get excited about tools we work with but this is where many of us come unstuck! Business owners are busy doing the thing they went into business to do. They're running the business, managing the team, and putting out fires, all at the same time. So when someone shows up wanting to talk about AI, automation, and heaven forbid...machine learning, their eyes glaze over. Not because they don't care. Because nobody has connected it to anything that matters to them...yet. Here's what I've learned after 28 years in marketing: People don't buy features. They buy outcomes. And that one shift — leading with the outcome instead of the tool — changes every conversation you'll ever have about AI. Here's what it looks like in practice: ❌ "I use AI to automate my workflows" ✅ "I freed up 10 hours a week so I can focus on the work that actually pays" ❌ "I built an AI chatbot for my business" ✅ "Every enquiry gets answered instantly now — I don't lose leads while I'm sleeping" ❌ "I use AI for content creation" ✅ "I went from spending a full day on content to two hours — and it's more consistent than before" Same capability. Completely different conversation. The reason most people struggle to get buy-in on AI — whether they're selling it or implementing it — is because they're explaining what it is instead of what it does. Business owners aren't asking "how does it work?" They're asking "what does this mean for me?" And until you answer that question, nothing else lands. The rule I use: if someone has to stop and think about what you mean, you've already lost them. So before your next conversation about AI, whether you're pitching a client, talking to a potential partner, or just explaining what you do, ask yourself: What actually changes for them? Start there. Everything else follows. Hope that is helpful!