On this page
🔥 Welcome to The AI Employee Bootcamp!
- 🎉 Welcome back
- 🧹 Housekeeping
- ✍️ Demo 1: Marketing Demo for Organic Content
- 🧩 Who we are and why we're here
- 🦞 Put on your glasses
- 🗣️ 5-minute level set
- 💭 Which AI tool should I use?
- 🌳 Demo 2: Sales Demo - Turn a walkthrough into a proposal
- 🐶 Demo 3: SEO/GEO Demo - Get found in Google and AI answers
- ☝️ Quick reminder: what makes an AI employee
- 🔥 Bonus demo: Learning Live fire cooking
- 🎁 Today's show-up bonus
- 🔮 See you Thursday
If there's time: 🧪 Test your offer · 📅 Build a skill from scratch
🎉 Welcome back! Day 1 starts NOW
YESTERDAY WAS THE WARM-UP.
🎥 THE RECORDING IS IN YOUR HUB!!!!!!!!!!!!
TODAY WE GO INSIDE THE BUSINESS.
You'll see AI employees doing real marketing and sales work.
Content. Search. Sales calls. And more!
Let's freakin' GO. 🚀
📹 Yes, this is recorded.
Replays go in your hub within 24 hours.
One chat rule: Keep the energy up and no Negative Nancies!!
🧹 Housekeeping
✨ Your #1 Bootcamp Link: Bootcamp Hub
99% of your questions can be answered right here.
📅 Your schedule · 🎥 Replays · 🎁 Bonuses
Want VIP or Platinum? Upgrade directly inside your hub.
📅 Your schedule
🎉 Kickoff Party · Monday, Sept 28 · DONE ✅
Replay is in your hub.
1️⃣ Session #1 · TODAY, Tuesday, Sept 29 · 1 PM Central
See Inside a Business Staffed by AI Employees
2️⃣ Session #2 · THIS Thursday, Oct 1 · 1 PM Central
Find Exactly Where Your Profit Is Trapped
3️⃣ Session #3 · NEXT Tuesday, Oct 6 · 1 PM Central
Hire Your First Two AI Employees
This is where you install your AI employees.
⭐ VIP/Platinum Session · NEXT Wednesday, Oct 7 · 1 PM Central
For VIP members.
🎁 Your first 2 AI employees arrive on Day 3 (NEXT TUESDAY)
📈 The Social Growth Kit is now part of Platinum
YOU ASKED. WE LISTENED.
Upgrade to Platinum and Social Media Growth Kit is yours.
- Joined before Sept 27? It's already under Bonuses in your hub.
- Joined after? Upgrade in your hub and it shows up by end of day.
📸 Share the Bootcamp in your Instagram stories
SHARE YOUR BOOTCAMP MOMENT
Three steps for your chance:
- Post a photo or video of you at the bootcamp in your Instagram Stories.
- Tag @callanfaulkner.
- Add the sign-up link: go.theuncommonbusiness.co/bootcamp-2026
🙋 Questions go in Q&A. Comments go in the chat.
🔕 Chat moving too fast? Turn off your chat previews.
YOU CAN TURN IT ALL OFF. YOU ARE IN CONTROL.
With thousands of people in the chat, pop-ups and emojis can get loud.
You have the power to turn them off and focus your way.
🧡 I asked Claude how (image)
💭 Turn OFF Chat Preview (image)
😊 Turn OFF Emojis (image)
💻 How to show up and WIN this bootcamp
📘 Are you in the Facebook Group?!
🔥 FB Group Wins
Join now, say hi, and pin it.
🙋♀️ Questions or need help?
BEFORE YOU EMAIL OR TEXT US…
🔍 CHECK YOUR BOOTCAMP HUB FIRST!
Your answer is probably already waiting for you there.
✍️ DEMO 1: One Transcript Into a Week of Content
Let's start with marketing.
Turn one call into a newsletter, social posts, and static ads
😫 Pain
I have an email newsletter and Instagram content to get out.
I've been teaching and talking to customers all week, and I'm SO TIRED of starting from a blank page.
😵💫 Problem
The best stories are already sitting in my calls.
Nobody has time to dig them out and rewrite them five different ways.
❌ The Old Way
Block Friday morning.
Hunt for a story, draft the newsletter, and rewrite it.
Then start over for the social posts, the carousel, the ads, and the blog.
🤖 The AI User Way: "Paste and Pray"
Ask ChatGPT, "Write me an email newsletter in my voice and give me some Instagram ideas."
It sounds like AI. 🤮
The same story gets copied everywhere without fitting the channel.
This is how an AI User uses AI.
✅ The AI Architect Way: A Content Engine
Meet my content engine.
One transcript goes in.
A week of content comes out, in my voice.
① Start with the transcript
- We mine all transcripts from the last 30 days to find the best content.
Today's transcript: yesterday's Kickoff Party. 🎉
javascript00:16Hello, hello everybody. As you come streaming in, you're gonna hear from me a lot. My name is Carter. I'm helpingCal out through the entire boot camp. We're so excited to have you here. You guys are the 300, 400, 500 peoplewho decided to show up, be ready to go and I absolutely love it. We have a team of experts here to support youthroughout this entire thing. But to get started, it's dead simple. All I need you to do, drop in the chat. Where youcalling in from? We're so excited to see you. We're going to get started here in about nine minutes and we'll see youguys all super.00:51Slowly. It's hard to say that I'd rather.00:56Stay awake or I'm asleep Cuz everything is never as it seems Cuz I get a thousand hugs from 10,000 lightning bugsas they tried to teach me how to dance a fox trot above my head a sock hop beneath my bed disco ball is justhanging by a serra I'd like to make myself believe turn slowly it's hard to say that I'd rather stay awake when I'masleep Cuz everything is never as it seems I fall asleep leave my door open just a crack.02:08Got a few hundred more people joining us again. My name is Carter. I'm here to help Callan out. I lead curriculumand innovation here for the uncommon business. We are so glad that you are here. We're gonna get started in justabout 27 minutes while we wait. You guys are early birds. You're here, you're getting ready to go and we're soexcited about that drop in the chat. Where are you calling in from? We can't wait to see you guys here in aboutseven minutes.02:43It's hard to say that I'd rather stay awake when I'm asleep Cause everything is never as it seems I'd like to makemyself believe. It's hard to say that I'd rather stay awake when I'm asleep Cuz everything is never as a I'd like tomake myself believe this planet earth turns slowly it's hard to say that I'd rather stay awake when I'm asleepBecause my dreams are bursting out the See. I'm a flat like gray sky boy With a voice and a void Trying.03:51To fill it up with noise like. Love Only saw life in the black and the white Till the color bomb in your eyes. With mylover tonight.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM1 / 3504:31Hey everybody and welcome to the AI Employee Boot Camp. My name is Carter. I Know you guys are all streamingand you're here early. It is so good to see a couple thousand people joining us. Five minutes early. You guys areahead of the game, getting ready to go Drop in the chat where you're coming in from. We're so excited to see you.In just about five minutes, we'll get started.05:06All the glimmer and the glitz and the glamour and the glow and all the ritz that exists in an old chateau all thepomp and the pearls that the world's ever known Ain't shining like my baby tonight all the glimmer.05:21In the glitz and the glamour in the glow all the world's ever known Ain't shining like my baby tonight. Sam. The colorI'm alive why Walls in my mind Color bomb in her eyes Blink, boom.06:23Like technicolor.06:34I've been waiting on the sunset it feels on my mind I can't deny they're getting higher than my incomes,breadcrumbs I've been trying to survive the glove if the sun gets right around sunset Helps me realize this is just ajourney Stop your worries you are going to turn out fine oh, you turn out fine oh, you turn out fine but you gotta keepyour head up oh, and you can let your head down hey, you gotta keep your head up oh, and you can let your headdown hey. I know it's hard no it's hard to remember sometimes but you gotta keep your head up oh, and you can letyour head down hello to the.07:26Few new thousand people have joined us. Welcome. You are two minutes early, which is amazing. You have madethe jump and you here for the kickoff party of the AI employee boot camp. We're going to get started just abouttwo minutes while you wait everyone's doing in the chat drop him where you drop in where you are calling in fromwe're going to start so soon. We'll see you in a couple minutes.07:55Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM2 / 35Oh, you turn out fine but you gotta keep your head up oh, and you can let your head down hey. You gotta keep yourhead up oh, and you can let your head down hey. I know it's hard no it's hard to remember sometimes but you gottakeep your head up oh, and you can let your head down hey. Only rainbow after rain the sun will always come againIt's a circle circling around again it comes around again I say only rainbow after rain the sun will always comeagain and it's a circle circling around again it comes around but you gotta Keep your head up and you can let yourhead down hey, you gotta keep your head up oh, and you can let your head down Hey, I know it's hard no, it's hardto remember sometimes.08:56But you gotta keep your head up oh, and you can let your head down a And keep your head up and you can let yourhead down and keep your head up and you can let your head down Keep your head up? You can let your headdown.09:27What is going on, everybody? Man, it is so fun to see people from around the world. And you know what? Weactually have friends, we have family, we have people who we don't know are going to be friends and family.Joining us here today at the AI Employee boot Camp. Hey, my name is Carter Jensen. I have been working at theUncommon Business I don't know since the get go. Right. And many of you might know who the heck I am. Maybeyou saw me on some random ad that Cal made me do. Those ads are absolutely fire Cal. They're absolutelyamazing. But hey, just a little quick about me. I run curriculum innovation here at the Uncommon Business. I'll beworking with Cal as we walk through this entire next couple of weeks. And here's a quick story about me.09:59So here's the deal. About a year and a half ago, I was leading AI at a Fortune 500 business. I was loving it. I wasbuilding cool stuff. I was working with big teams, big budgets, and I met Cal. We met actually through a unique DMon Instagram from our two best friends. They sent them the exact same day. And Cal's like, you should come over.Let me tell you what I'm building here. And she showed me a few minutes of what she was building with theUncommon Business. And I realized how just far behind the big corporations were. I just realized how far behindthe normal people are in our lives in terms of when it comes to AI. And I said, I have to do this. I have to jump all in.10:32So I left my big, comfy Fortune 500 job and I jumped in with Cal. The uncommon business. Cal and Kinsey wereleading an incredible growth story. And I realized just how incredible the movement is that Cal is building. Theabsolute incredible group of people she's bringing together and the incredible things that she leads. And to thisday, she has become one of my best friends, most incredible, intelligent people. I know someone who's leading thenext wave of the business life revolution. Cal, are you here? Are you ready to roll? You ready for the AI Employeeboot Camp?10:59Yeah. I came to the Bootcamp, Carter.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM3 / 3511:02Oh, well, that's freaking great. Let's do it. You got a whole new background. You look like you got a new fancy officeover there.11:08And you guys see me? All I see is you, Carter. You're the. I mean, you are the star of the show, But I just want tomake sure that.11:14I mean, I see you, but I don't know, maybe you got one of those fancy zoom settings going on where you can onlysee me. I'm talking maybe.11:22I think you can only see me when I talk. So team on the backside. Is it possible to make it so that I can. Everyonecan always see me because I feel important, Okay? I just want to feel as important as I think I am. No, I'm justkidding. I am important. Everyone's. You guys are giving me a therapy session back there. I love it. I love it. All right,we're gonna do a mic check. Mic check. One, two, one. You were flipping my mic.11:45Okay, I was just gonna say Cal, like we said, brain waves 100ft down. You know, you guys might see me in the back.11:50Better. Better.11:52It sounds so much better. We set up that fancy mic for you, and we thought, hey, you better use it.11:56Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM4 / 35You know what technology. We're learning how to do it. Hi, guys. I am so freaking excited to be here. If you haven'tseen me on social media, I feel like a drum just beating my little boot camp drum. Just come to the boot camp.Come to the boot camp. And There are almost 7,000 people in this room right now, which is absolutely, prettymuch incomprehensible. Is that a word? Is that a word that we can use? I just want you guys to know that I startedthis company, this AI education company, two and a half years ago. April 2024. I was at a mastermind retreat withfive other incredible women. I was with Renee Warren and Dr. Stephanie Wigner and Kinsey Mackus, who's now ourCOO, and I was doing this ChatGPT demo for them, and they were like, what is this?12:50We don't know what you're talking about. How have you learned all this? I'm like, I don't really know. I've just beenplaying with it, and I feel really good at it, and I. I really love talking about it. And they were like, I don't know what ishappening, but you need to be teaching this, and you need to be going all in. And that led me to shut down my. Mytech consulting business. I shut down my real estate investing business, and I went all in. And In April of 2024, Iwrote in my notebook, I would be so excited if 10 people came to my AI masterclass. And today there are 7,100people here that have paid and purchased a ticket to be in the room.13:30So I just wanted to start and say, wherever you're at in your life, if there is something that feels aligned, if there issomething that feels like it's drawing you in, do not listen to that voice. It is never too late if you find people thatcan support you and friends like that. I just saw a chat. Wow. It was amazing to have friends like that. I would notbe here without my incredible people, my friends, my humans. We have over 70 humans that currently work at theUncommon Business. We've supported over 10,000 businesses in their AI education journey. And it is absolutehonor and joy to be here with you guys today. Today we're going to be kicking off. So what happens in the kickoffparty? I know everyone's texting me, like, does it start today or tomorrow?14:16Well, every time we've done this bootcamp, we've just had so much energy and excitement that I'm like, can we justdo something on Monday? Can I just, like, show a bunch of crazy AI demos and get people really excited? Wouldthat be okay in the chat? Would it be okay if I just show you guys, like, a bunch of crazy AI demos and we just havefun together for, like, the next 90 minutes? Okay, cool, cool. All right, so. Perfect. Perfect. Just a quick littlehousekeeping. I just said this, but I'm so effing excited that you're here. That's. That's a given. You guys introducedyourselves in the chat. I love that. If you want to. I'd love this. You. If. If you could drop your. I mean, your name ispretty obvious. That's typically in your name section, so that's pretty easy.14:58But if we could drop what business, what industry you're in, Drop your website, guys. Like, where. Who are you?Like, give yourself a Be. Be not humble for a second. Like, what do you do? I want to know what you guys aredoing. Are you working for an amazing business? Do you own an amazing business? And what do you want? Whydid you join this boot camp? Did you join it? Because you're like, freaking. Amen. I hope she shows. AI andbookkeeping. Is that what you're hoping for? Did you say, man, I'm a. I'm a single mom of three boys, and I'm tryingto run my business, and it'd be fricking. Nice if you showed me how she does AI and meal planning. Look, I got you,girl. And guy. I mean, look, I got you. I can show anything you want.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM5 / 3515:40I want to know what you're waiting for. What are you hoping for? What is. What is the dream? What are the thingsthat you think I could do for you? But, you know, you're playing around. You're like, gosh, I just. I just can't say it yet.God, I can't even believe this chat right now. We can't look at just. If you get dizzy, don't look at the chat.15:56You know, if you're, like, getting a little emotion sick, you know, you just turn it off, but it's sure okay. I freaking loveit, though. It is so fun. And I know emoji reactions are super fun, too. We love to see those. Y' all are great way, butyou guys are amazing. This is an amazing group. I can feel the energy.16:10I know. I'm so excited. There'll be some moments, you guys, where we're going to turn the chat off just to, like,focus our brain in, but use the reactions. Those are always great, too, just to, like, keep energy up. But we don'thave to watch the shackle. But this is amazing. We've got everyone from nonprofits to transformational coaches.We've got, ooh, clothing lines. Oh, that's cool. A news company, a data company, Rolling mill resources,manufacture and sell supply for jewelry makers. Need someone to keep up my inbox. Oh, my God, you guys. Youguys are just the freaking coolest people in the world. I'm so excited. Okay. Yes. Yes, this is recorded. Yes, this isrecorded. That is the number one question I have in my DMs right now. Everything that I do say is recorded.16:55Everyone here, team, let's go ahead and pause the chat for one second because we're going to drop some reallyimportant links, and I don't want to miss these. So most important link of all is the AI Employee boot camp hub.And my team is going to drop that in the chat. Everyone just take a little second and just open up another browser.Let's go to aiemployeebootcamp. Co. We love when we can grab a URL. That was amazing. Great job, backendteam. And let's drop that in the chat. Team, if we can, I can go ahead and drop it as well, and why don't you justgrab it? Everyone just log into their bootcamp hub. If you guys know how to do this, we can always add this as Abookmark.17:40So if you go up to the bookmark section in your Chrome, we can bookmark this tab. I think that's always a reallygood idea to bookmark these types of things or save your sign in link. So make sure that you guys have your bootcamp. Give me a reaction. Give me a thumbs up reaction. Let's practice our reactions. If we've saved the bootcamp hub. Have we done it? Carter, did you save it?18:01Done. It wasn't saved at first and now I did it. Because I can't lie.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM6 / 3518:05That's right. If you asked me for the bootcamp hub, Carter, look, I mean, you've been great, but we're going to bedone, you know.18:11And Cal, one of my jobs here is to tell you when your screen share goes wonky. And this is the first time tobasically say, hey, I think your screen share is wonky.18:18Okay, cool.18:19You know, here I am. So maybe we'll just like take that down, reshare it. We'll be on our way.18:23What's going to happen? Is this going to. This is going to be one of about 10 times throughout the next weektogether that my screen share is going to go wonky. How about now? How does it look now?18:31The feedback's big man. Carter was so good. He was so smart. He knew exactly when to fix the screen shares.18:35Good job. All right, win. All right, I'm gonna nail these down. Okay, guys, five minutes. Dig, stay with me and thenwe're gonna get into demos schedule for the week. So let's just make sure we are all aligned. You guys arecurrently at the kickoff party. This is fun. This is. This is amazing. We're gonna see demos. But the day one,technically is tomorrow, 1pm Central Standard Time to Thursday is session two and the next Tuesday is sessionthree. If you are a VIP or platinum ticket holder, you guys get access to a bonus hot seat coaching session nextWednesday, 1pm Central where I'm going to be live hot seat coaching businesses. And there is so much magicthere in those sessions. So that is the schedule for vip,.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM7 / 3519:19But I really want to come to that. What should I do about that?19:22Well, I think you should upgrade to vip.19:26Do I go to my hub? Is that where I go?19:28I don't even know team.19:29Yes, everything is available in your hub. Yeah. So you can upgrade in your hub. Everything is there. If you want toget upgraded. We're going to talk a little about that. But if you want to come to an extra session, hang out with Caland I and the whole team For a bit longer, you can go ahead and upgrade directly in your hub.19:41Okay, cool. I love that. I love that. So here's our whole schedule again. In. In the. In your hub is the ad event. Do wehave the ad event in here or. No, it's just in the boot camp hub. Everything's in the hub.19:53Everything's in the hub. That's your default answer.19:55All right. Everything's in the hub.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM8 / 3519:57Everything's in your hub.19:59Next Tuesday, about one week, eight free. Eight days from today, you guys are going to be getting your first two AIemployees. So we're going to be live installing these AI employees into your business on day three. Again, it's allrecorded. Everything's going to be in the hubs. If you can't make next Tuesday, it's totally fine. But you guys aregoing to be getting an SEO and website audit employee skill. So this is going to go out and it's going to look at yourwebsite or any website and identify exactly where you are leaking opportunity. And it, we have actually fullyupdated this to be geo. So I know it says SEO here, but we're going to make sure that you guys are showing up onchat, GPT, on cloud, etc. And then the second skill is your ideal client Persona research skill.20:41So one of the things that makes AI so incredible is it's able to go out on Reddit threads and X and consumerresearch areas and identify what is your ideal client saying, not only about you, but about your product, about theirpain. And this is going to be able to go out and identify what they're saying so you can build a better product forthem. So that is, in eight days from today, we'll be installing those employees. Okay, how do you win in this bootcamp? I want you guys to have your laptop open. This is a hard bootcamp to watch on the phone because I dowant you to be engaged with me. I want. There's going to be a couple times where I turn to you and be like, okay, soI want you guys to try this on your own.21:22Ideally you. This isn't on here, but ideally you have a second monitor. I know it's not required. It's not required. I'mjust throwing it out there that if you want to go on Facebook Marketplace, you should maybe have your little museagent. We can talk about that later. Go and find you a secondary monitor because it's just so nice to have like meone screen and your clot on the other screen. So just throwing it out there. I'M a big write down your ideas person.Physically, I think it act well, I don't think. I know. It activates the reticular activation portion of your brain, whichactually helps you recall information faster and better. So physically writing things down in the notebook. I knowI'm the AI girly, but where are my neuroscientists? In the chat, the brain has been. We've been formed with writing.22:09So I love having a notebook out. You'll always see me with a notebook and a pen and a paper. So I would. If youwant to go grab one right now, just go around your house and go find a pen and paper. I love having pen and paper.If the chat is on, let's chat. I mean, I love the chat. I love reactions. We're going to turn chat off especially like rightnow. It's just nice to be like in the moment listening to these rules and instructions. But we love an energetic chatand then phone down, man. If we could do airplane mode, I would choose it. I'm not going to say you have to, but ifwe can try to avoid notifications, that is the best because I want you to be in it for the next 75 minutes. EmployeeBoot camp hub.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM9 / 3522:45This is what it looks like when you log in. Everything is here. The Facebook group is active. It is open. It is live.Make sure you join the Facebook group. You can add all the sessions to your calendar. There's the AI revenuecoach in there. That is a place where you can go and ask what the first AI employees you should build is. We'vetrained that really diligently. So ask around for the AI Revenue coach. And everything is in here. This is everything.Okay. Speaking of Facebook group, are you in the Facebook group team? Can I just drop this link in the chat? Am Iallowed to do that?23:20I mean, hopefully in the notion notes, Cal, you know, here we go.23:23Hey, I'm just dropping it in the chat. Why don't you guys take one second? If you haven't joined the Facebook group,grab that link in the chat and join the freaking Facebook group. This is where we're going to be doing all of ourupdates. We're going to be sharing wins. I mean, we've done this bootcamp. This is now our third round of doingthe bootcamp and our sixth round, full AI education round. We do it twice a year. And this Facebook group gets sofreaking awesome because you guys start sharing all your wins. People share resources in there. We're answering.We have AI advisors in that group. So that is the place to go. Questions? How would you solution this? God, I reallywant to. I want to take this GEO skill and I want to edit it. How would you do it?24:02Use the community, use this insane energy and get your booty in the grip. Okay, two more things and then we'regoing to get into it. There are two ways to contact us. The first way is to email us. This is really like, oh, gosh, I. Idon't know. I want to get my team in. Can I still sign them up? Where's the link that. That's a great place to start.What time is the session again? Hello, at the Uncommon Business Co is the email and our texting number. Guys,I'm going to put it in the chat. This texting number we have set up to manage a lot of messages. We have 14 fulltime humans managing that texting line. We obviously have AI on the back end helping our humans as much aspossible to get questions answered. But please reach out to us.24:52Text us. We're here. We have humans, human beings with flesh and blood and real hearts that are helping younavigate anything you need to navigate. Cool. Mandy, our director of people. Thank you. Mandy just said makesure when you email us to include the email that you purchased your ticket with. Oh, I'm sorry. Mandy said whenyou're coming into Facebook, make sure when you put your email address in. What email did you sign up for bootcamp with? So just go into your email and look at what email you signed up with. That is your. Take it into theFacebook group.25:25Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM10 / 35Okay, guys, the hub is the place to go before you email us. Double check your hub if you want links. Got it. In thehub if you want to upgrade.25:31That's a great point. It's a great point.25:33It's in the hub, right? We're here. We got a whole crew making sure you get supported in the inbox. But you knowwhat? I've analyzed hundreds of thousands of emails that we've gotten over the last two years. Let me tell you this,the hub is the place to go for all those quick questions. We'll get you taken care of if needed.25:49I'd say 80% of our questions, probably emails. We had 40,000 emails last spring and I would say about 70% ofthem could have been answered in the hub. But hey, who's checking? Not us. But guys, can I hit on the hub realquick? Yes. Can you introduce yourself? Who are you? Who is this? I'm Lex. I'm the director of operations here atthe Uncommon Business and we are seeing your messages. The Hub. The Hub. Is it working? I promise it'sworking. It's just so excited that so many of you came. The moment we didn't take it down, we actually didn't. Wewere ready for this, Cal. All that we needed was a second for the tech to catch up. So if you take a second hit,refresh, take a little breath, maybe a sip of water, and your Hub will be back in action.26:36So thanks. Oh, we love technology, don't we? It is just the best. It's just the best. Just take a breath, take a sip, andit's back in action.26:44More computers over here, Cal. I got my. All the computers in a stack. I'm just gonna poke them a little bit.26:48Perfect. Pokemon. Just kick them. Just like an AC that doesn't work in a hotel room. Just kick it. It's perfect. Okay,last piece. And then we're going to get into demos. Right? I promise. This is and team, you guys can turn the chatback on for a second before we get into our next demo. This boot camp. The purpose of this boot camp is to showyou insane possibilities inside of AI it is to show you what is. Okay, guys, if the Hub isn't working, you cannot chatabout it. Can we promise? Let's give it. Let's give it 20 minutes. What do you think, Lex? 20 Minutes beforeanyone's allowed to say anything about the Hub. That feels fair. I mean, if you guys breathe for even a minute andyou'll probably get in, but yeah, we'll give 20 to be kind. Perfect.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM11 / 3527:35Just give us. Give us a minute. We 7,000 people hitting a link at the same time. We are working as diligently as can.Just give us 20 minutes to chill on the Hub and we'll revisit it in 20 minutes. Once I'm through the first demo, we'lldo a Hub check in. Perfect.27:49They'll be there all night too.27:51We're going to. We. I promise you that we will get the Hub working. And.27:57Cal, your fancy microphone. Here's the deal. Every time you touch your microphone, it goes on mute. And so that'smy other job, is to make sure you're good to go.28:04Perfect. Perfect. I love it. Okay, we're chilling on the Hub. The Hub's being worked on. We're going to make. We'regoing to make sure that's working. Give it 20 minutes. Okay. What is happening today? We are going to be doingtons of possibilities with AI you are going to feel a part of your body that feels like overwhelm. But I want you toknow what's happening. I'm going to be showing you new things and you are not going to know every detail of thehow. That is just how this works. I'm going to be showing you something brand new. Even if you work in Claudeevery single day, even if you work in ChatGPT every single day, you are going to feel a little bit of anxiety. And thatis not a bad thing. Has anyone felt like an overwhelm in a good way?28:57Like, what if they were learning? Maybe for the first time you were learning, I don't know, public speaking? You'relike, dang, I've been public speaking for a long time and I just learned a really cool thing and I don't know exactlyhow to do it yet, but wow, like, this is something I want to learn. To really become an AI architect, it takes 40 to 60hours of really learning this. And I say this to every single person that joins our organization. Most people that jointhe uncommon business don't have any AI skill set at all. And it takes them a full eight to ten weeks to really learnthis skill set.29:36Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM12 / 35You are not going to know every single how by the end of this bootcamp, but what you will know is you will be ableto go to that barbecue and be like, no, AI can do that. No AI. AI absolutely can do video editing. AI can absolutelydo these parts of bookkeeping. This is where the human is still needed. And this is what we're really going to focuson today, is we're going to focus on what can AI really do for real inside of a business. And where are humans still100% needed? And there's a lot of places where humans are still needed. That's why we have 70 full time peopleworking for us. If AI could do it all, we wouldn't be here. And that's. It's just not the case. AI is amazing at takingrepetitive and manual work off of our plate.30:22And we are going to be opening up a lot of doors. I'm going to be expanding the neural pathways of your brain andwith that is going to be a little bit of discomfort. Are we okay with that? We're okay with a little discomfort if itmeans an overwhelm is just a new opportunity for abundance. We're going to be creating so many new neuralpathways and I don't want in the chat. Oh my God. I feel lost just there. I'm, I'm my job during this bootcamp in theNext. I have how many hours? I have six hours between the boot, between this session and the end of sessionthree to show you what we've learned over two and a half years inside of sales, marketing, customer success,finance, operations and my personal life.31:07It's been thousands of hours of development and I'm condensing as much as I possibly can in six hours. Okay. AndI'm going to do my absolute best. What we're going to be doing is showing a ton of demos and I want to just orientyou. I'm going to be. Every time I do a demo, I'm going to talk about the old way of doing something. Before AI Sobefore AI was around, how did I build a sales proposal? Before AI was around, how did I do bookkeeping? Becausesome of you guys in here have not been in AI very much. I'm just curious in the room, has anyone in here reallynever been inside of Chat, GPT and Claude for real inside their business? Maybe they've like used it as a glorifiedGoogle. But I'm, but I'm so cure.31:53I'm going to turn off the chat in a second guys, but I just want to be interactive just until we get to this demo. So acouple more minutes, okay? And then I want to know, never use Claude. Chat yes. Claude no. Okay, cool. Used as athought party. Not really. And then who in here is like Claude and chatgpt are my everything. It's, it's my life, me, It's.I could not operate without this. I'm the one in my family that's like fighting for AI and helping people understandlike we need it. Like it's the best thing to ever happen to humanity. I mean we're. But I think there's people on thiscall. We're going to run the gamut. Okay? There's everyone. It's my life. Clogged my everything all the way fromnever used it before.32:37By the end of this boot camp, we're going to go from the old way. We're going to really hone in on this middlesection here. What's happening is a lot of people, especially people maybe people that work for you, people thatwork around you, maybe even you think that they're using AI, but they're actually opening up a new chat foreverything that they're doing and they're re explaining context every single time. I'm really curious, in the chat, doyou guys, is anyone here have a chat that's like sacred, like it's a chat in clotter in ChatGPT. And it knows your voiceand it knows how you do the proposal and it knows the thing like, yes, people are, yes, yes, yes. We don't want thatanymore.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM13 / 3533:25We are solemnly swearing we do not want one off chats that learn all of this stuff about us and can be lost in amoment's notice. That is what's happening when we, because we are untrained, when we don't know how to buildAI systems, we have all these random chats and they're not shareable across our team and we haven't reallytrained it. It just kind of randomly started getting good, but we don't know what makes it good. And a lot of timesit's the generic. The output, maybe at the very end starts getting good, but it's not a part of a workflow. It's notoperating when we're sleeping. It's requiring us to be involved. And what's good about it is it's like, okay, we've seensome power of AI, but we're going to take it to a completely next level inside this boot camp.34:13The way that we do things is the AI architect way. We do not operate in chats. Chats. I mean, maybe to start, like, ifI'm just doing something for the very first time, I might open up a chat. But we want to talk about actually buildingAI employees. That could be a cloud project. We want to talk about connectors, we want to talk about schedulingthings. And most importantly, we want to talk about giving AI memory and knowledge and having it learn overtime. I want your AI to improve every single time you use it, Every single time you build a sales proposal and youtweak it and you shift it and you make it better, it updates the AI system. That is what we are all going towards.And that. Yes, Sandy just said, Sanji said, I'm constantly cleaning up my chats.35:01Weekly work I'm constantly doing. Oh, gosh, my context docs are all over the place. I don't know if I've formallyconnected things the right way. It's just because no one's been trained how to do it. That's the only thing. Andsomeone just asked, am I talking about Claude code? I could be. You could be in Claude code. If you need to be,you could be in chatgpt. Codex if you need to be, you could be in. And this is what we need to learn. We need tobecome educated around, when do we use Claude, when do we use chat, when do we Use CLAUDE code. When doyou use Perplexity? Because I use all of these things now. CLAUDE is our primary system that we use. CLAUDE isthe tool that we've decided at the Uncommon business is our main AI tool.35:44Why I personally believe that Claude matches our values the best. So you guys probably heard. I mean there's beenso much talk about AI in the news recently. A lot of it is true, some of it is, who knows. What I know for sure is thatClaude decided not to partner with the US government when the US government wanted it to spy on US citizenswithout consent. And when the US government wanted Claude to run autonomous weapons inside at war. AndClaude said no. And that's. The company is owned by Anthropic. And there's been a lot of talk about people thatwork at Claude, people that work at Anthropic and they have come out publicly and said Anthropic is the highestvalue large language model on the market. And I am seeing that time and time again.36:36I'm also seeing it when I deeply study trust.anthropic.com and this is where they publish all of their securityreports. When I look at where I feel comfortable giving my data, this is the company that I feel the mostcomfortable sharing my data with. For a variety of reasons. I'm not going to spend a ton of time on why and theMeeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM14 / 35infrastructure and what it's built on and all the things that they do. But you'll notice here they have a lot of differentcompliance options. They are not HIPAA compliant out of the box. There's things you guys have to do to make surethey're HIPAA compliant. So this is stuff that we teach in some of our later programs.37:14But just, I want to just share this with you guys because I think the biggest question people ask me is what do youuse and why? And as a company, we've decided that Claude is our main chick. I don't know why that gave my mind,but it is our. It's the one we're marrying and that's. We've decided to launch to the Claude train. Cool. We're linked tothe cloud train now. Does that mean that I don't use Chat GPT? Doesn't mean I don't use Chat GPT. Does it meanthat I'm connecting my full blown QuickBooks to Chat GPT and giving Chat GPT all of the W2s and the SocialSecurity numbers of my employees? No. We do not run our finances inside of Chat GPT. All finance work, HR work.That stuff is predominantly done inside of Claude.38:07But you bet your bottom dollar if ChatGPT comes out with something great, which recently it has the imagegeneration model in ChatGPT right now. You guys solid? Absolutely solid. I'm loving, loving the image generation.We recently went through a process of doing new interior design inside of our home and taking. This is our actualbedroom. And what I did is I gave it a bunch of links of all the products that I wanted in the room. And it isremarkable what this image generation can do. Claude is not, I would say, not even close on image generation. Andthat's just facts. This is Monday, September 28th. So I don't know where we're going to be in two weeks, but forright now, if we're doing image generation, if I'm building Instagram carousels, we are inside of Chat. Cool. Great.39:07And there's a couple other things we're using chat for. You know, last week I would have said the video editinginside of Codecs, but now Claude just released Opus 5.5, and the video in Opus 4.5 is phenomenal. The videoediting inside of Opus 5.5. So this is what you guys will see as you start to hear me talk. I'm going to start doingsome of these things of like, well, this is why I'm using chat. This is why I'm using Claude. And this is where I wantyou guys to start understanding it's not like one is better than the other. And every week and month, there's newreasons why I'm using each. Yes. Cool. Are you with me? Like, there? This is a lot. That's number one question.Should I use chat or cloud?39:50My recommendation across the board for this bootcamp, I would love, love for every person on this call to, at aminimum, have the $20 a month Claude. And the $20 a month chat. That would make me so incredibly happy. Thatis $40 a month, guys. Put in the chat, like, what does it cost to have dinner with for a family of four? One dinner. Idon't know. I don't have kids yet. But I can imagine it's more than $40. It's a hundred dollars. 120.40:21Don't verify that is much more than $40.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM15 / 3540:25It's easy. So just imagine if I said to you, y' all are getting. And you guys, if your business is doing over, I don't know,$200,000 a year in revenue. Just get the $200 a month, Claude. Okay. If I Told you right now, you had an intern atyour fingertips. It knew every single piece of information available to you on the Internet, and It was only $200 amonth. You would not skip a beat. But I think the problem is we think about this as software and we don't thinkabout it as an extension of the workforce. So I really. And you guys, if we get through the next three months andyou say, you know what, I'm not using it as much as I wanted to, or start with the 20 bucks.41:04But if you keep running into usage limits, just bump up to 200 bucks a month. Okay? Yes. And Brittany says wespent almost $100 at Chick Fil A. 4 Kids. My husband is a Viking. You know what, Brittany? 40 Bucks a monthsounds like a steal compared to bringing your husband to Chick Fil A. And that is just the paint picture I want topaint. Cool. Let's do it.41:24I'm gonna let you. I'll let you drink water before you dive in. I just want to go back to the whole thing of, you know,Kalani's text message thread literally is I love ChatGPT for X, Y and Z. And then six hours later I'm like, never mind.Claude Opus 5.5. Actually so much better at video editing. And just a little peek into what we are going back andforth with all the time. And yes, Claude is our daily driver, but being on top of all the new models, all the new thingsis so important. We're going to teach you exactly why and how to do that here over the next few days.41:53Love, love. Michelle said, how do you keep up, Michelle? What you do is you hire people that are incredibly smart,like Carter and Katie and Buck and our entire team and they go test everything in the world and they come back tome every morning and they tell me what I need to know. That's how I keep up. So this is how it is to work with us,you guys. We do AI education. Our job and is to be the filter. Our job is to be the filter for growing businesses. Thatis the only thing I care about. I want to be talking to people that are inside of businesses that want to scale. I don'tcare about AI for anything outside of personal productivity and business leverage. That's what we care about andthat is what we teach. This is the boot camp.42:32We do have an eight week AI course where you learn how to become an AI architect. That course starts in threeweeks. We'll be talking about that on Thursday. And then after that we have an ongoing program called UncommonLeaders, which is where you stay sharp. And I will be explaining that entire journey as we go here. But this is justthe beginning. Just the beginning. All right, I know there's a million questions about do I like Hermes and do I likeMuse and do I like Grokbot? Guys, the answer is yes, yes. I love all of the things, but it's impossible for me toimplement Hermes and Grokbot and Museum for in the same breath. It's like I, I, I love simple. And Claude is 80%there. There are moments when we want to turn to Grockbot. We'll talk about that.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM16 / 3543:23Grockbot, you guys, is a AI agent that was built by Elon Musk. It's owned by his large language model, Grok. But doI trust the safety of Grokbot? Do I trust the way that they hold data inside of their organization? What do you thinkI'm going to say? No, I don't. So I'm not putting my financials in there, but between you and I and 7,000 people,Carter uses Grockbot every day because it's so incredible at what it can do. It can spin up browsers. Is he puttingall of our financial information in Grockbot? No. Are we building curriculum inside of Grokbot? Are we havingGrockbot do tasks for us? Yeah.44:02And there's times when it's amazing, but for most people on this call, you can scale a multimillion dollar businesswith a few humans and Claude and ChatGPT, and you don't need to mess with a lot of the cutting edge things. Allright? Who in here is inside of a business? Who in here is inside of a business that's scaling and growing likecrazy? Is anyone in there? Cool. Yes. Amazing. Who in here runs their day to day life inside of multipleapplications? Does that put in the apps you guys are using daily? So we use Slack at the uncommon business, weuse Notion, we use our email, we use our calendar. Like, throw me all of these slacks. Okay. Or slacks, throw me allthese apps.44:50All right, we got Slack, we got Asana, we got Copilot, we got Outlook, Toast, Slack teams, Google workspace,ChatGPT, Slack teams, calendar. Way too many. Microsoft 365. Go high level. Got my CRM. I got this. I got this. Igot this. Out of this. Does anyone sometimes feel a little overwhelmed by where all of the information is? It's in alot of places. Oh, my God. Does anyone onboard, a new employee and they're like, wow. Wow. I am sorry, Bob. Ididn't realize how crazy this was because this is just how I run my life. It's just in 19 places. One of the things Iwant to show you guys is how I believe, and we believe in the Uncommon Business, that when I. Guys, when I saythe word Claude, just know that's interchangeable with ChatGPT, with Gemini.45:42Like, I'm not saying just Claude. I'm just saying Claude is an AI. It's kind of like when you say Google. Okay. It's likea. Like a. Just a broad umbrella term. At the Uncommon Business, we believe that Claude or ChatGPT should beyour daily driver. Like, that's where you should log into. And Claude's job should be to surface you what matters inall of those applications. So I want to show you how I run my day without going into notion, without always being inSlack, without always being in my email, without always being in my calendar, without always being in my projectmanagement tool. Cool. Amazing. Web or desktop? Either one. Either one. Shawna's asking a lot. Many times. Webor desktop? And either one you can do either one. Doesn't matter. Web or desktop? Both are great.46:32I tend to be on my desktop app more because the live artifacts are actually only available, I believe, on the desktopapp. So I would get in the habit of logging into the Claude app on your computer. That's always probably the best.Carter, would you say you're mostly in the cloud desktop app when you're operating Claude?Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM17 / 3546:53Yep, I'm mostly in the desktop app. Same with ChatGPT desktop app. They're both incredibly powerful, and if youcan run it, that sounds great. It's a good plan.47:00Cool. Cool. And guys, we're going to go into an artifacts demo right now, so just write in your notebook. Liveartifact. That's what we're going to be talking about right now. Okay, so let me paint the picture for you. I just wentto Italy with my girlfriend, Nicole. We had the most insane time. We went for two full weeks. We just got back 10days ago. I'm still acclimating. We. We had the absolute best time. This was one of the first times where I fully tookoff from the business. And I was totally separate. I didn't even open my computer. And it was two weeks beforethis launch. And most people would say, you are psycho. Why would you do that? But I just. I needed to show mycompany and show everyone that. Like, not show everyone, but this is my life.47:45Like, I need to live It. And why do we have all this success if we're not living? But the pain that I was feeling is that Idid not want to come back from this trip and have 70,000 million Slack messages. I wanted to also know what wasgoing on, if there was anything that was needed from me. Which we kind of made a pact, me and Kinsey, who ismy right hand and character. I'm like, if you really need me, you can text me. But there was nothing that needed me.They're incredible. But I wanted to come back my first morning and not feel so overwhelmed. I wanted one centralplace where I could log in and see everything I needed to see. But that was aggregating Slack stuff, email stuff, myCRM, my sales dashboard, all of it together in one place.48:34What would we do the old way? So without AI, which is what most people are doing right now is they're opening uptheir Slack and reviewing it, opening up their email and reviewing it, opening up their CRM, reviewing it, opening uptheir project management tool and reviewing it. Does anyone. Did anyone do that, like, yet today? Anyone go into.Yes, yes. It's like, oh my God. Okay, Here it goes. 17 Tabs. Let's check everything. Perfect. This is not the way wewant to do it. Now, some people might use AI and they might connect their email and connect their calendar andmaybe you ask ChatGPT or Quad and you say, summarize my day and tell me my priorities. But it doesn't reallyknow you and it doesn't really know your company goals. It doesn't know who works for you and their jobdescriptions.49:22It doesn't know how you like to see information. It doesn't know what the most important things that you need tosee are. You haven't really trained it on the depth that you would. A person that's supposed to field this for you andonly show you what matters and what we. This is called paste and pray. This is called throw something in AI andhope that it gives you something great back. Guys, don't worry. We will talk about connectors. We'll talk about allthis. Don't worry. What is the next way? The next way of doing this is to build out an AI employee or a dashboardwhere you bring together your second brain, which we'll talk about in a second. Your business brain. A guy'ssecond brain is a folder on my computer that has every transcript that I've spoken the last two years.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM18 / 3550:13It has every single idea, thought, download, decision. It has every single person that works for me around me andwith me, it has. Every friend it has. When I have gift ideas for Christmas, I tell AI and it puts it in my second brain.When I have this big decision that I've made, I record to AI what decision I made and I put it in my second brain.Why do you think I do that? Put it in the chat? Why do you guys think we keep track of all these things? Yes.Context. So that I can learn me over time. So that it can start to become more creative like me. So it can start tothink like me. Because it's going to train my AI.50:54Yes.50:55On my voice, on the way I make decisions, on the way that I think, and it's going to update my AI tool. Like, if I comeinto my second brain right now and I'm like, what the heck happened last week? And what do I need to do? Itknows it all because it has all my transcripts from last week. And these are the things that we're going to start toteach you guys as you start to learn with us over time. This is not. This is a. It's a little bit more advanced, but I'mjust giving you guys some of these concepts. Now, the second thing is the business brain. And the business brainis a very similar concept. It's a folder that lives in Google Drive that has every single page piece of information thatexists inside of our business.51:35And this is very, very important because AI is only as good as the data and the knowledge. If you want AI right now,if I want AI right now to go in and start building curriculum for next week inside of our Uncommon Leaders group,if it doesn't have access to all of the curriculum that I've already built inside of our business, then it's not going todo a good job. It needs context. I'm just going to share my screen real quick. This is the Uncommon Businessbrain. And this has every curriculum we've ever created, every product we've ever created, every piece of financeknowledge. Now, do you think every person in our company has access to this folder?52:23No.52:24Me, our COO and our CFO have access to this folder and no one else. And when I put AI on top of this, it has everysales call that we've taken and whether or not that one. It has every proposal we've ever sent. It has every cloudskill we've ever done. It has thousands of client testimonials inside of here. Can you guys start to see if you haveall these things organized and I have my second brain organized and all the data is organized. If I put AI on top ofthis, can you start to see how this would be more powerful than me just chatting with Chat GPT to the moon. Now,this is not something that happens overnight. I'm just, I'm showing you end goal. I'm showing you end game.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM19 / 3553:11When people are telling you like, yep, my AI agent knows everything about my business. Well, they had to get thisorganized and we had to decide what are our products and who is. What is our offer and who do we sell to. Wehave to document them. And companies have been able to live without organized Google Drive folders for far toolong. And we've been able to live with messy data. But AI is only as good as your data. So let's go back to my chiefof staff. It has my second brain, it has my business brain, and then I built a live artifact. So we're going to navigateover into my cloud environment. I'm going to share my Claude on my screen, on my desktop. Hang one second.Can you guys see this here? This is Claude on the desktop.53:59So Claude, for those of you that don't know Claude is a competitor to ChatGPT. You know, they kind of battle eachother in the top rankings for the best AI tool in the world. When I first started showing Claude, no one knew what itwas. And now I think it's. It's primarily. I think most people are pretty well aware of it, which is awesome. Inside ofClaude, we have the normal chat. You can see here. I'm working on top of my second brain. You don't have to dothat. Over on the left here, we have projects. We're going to talk about projects a ton during this boot camp. Wehave our major AI employees here marked as projects. A project can be connected. AI can connect to your tools.You can see here that we have AI connected with tons of different tools.54:48QuickBooks and Meta and my. My Transcript tool and Instacart and Notion and Replit and Slack. I was buildingSpotify playlists. So this CFO has a connector to QuickBooks and it can go in and it can learn all about our financesand what's going on. And again, do you guys think that everyone has access to this? No. Me, Carter, Kinsey, andour CFO have access to this. To the, to the CFO environment. It has instructions. Sorry, guys. Tub is the uncommonbusiness. That's the name of our company. Tub is the uncommon business. So if you hear us say Tub, that's whatwe mean. It's just a short little Acronym.55:30I'm glad you cleared that up, Cal, because, you know, everyone's like, what is your obsession? What is happeningover.55:34Why do you like TUB so much? This is so weird. Why? What the heck is that?55:37What did I sign up for?Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM20 / 3555:38Sorry about that. Sorry about that. And guys, like, part. So we're getting a little weedy here. You guys are asking me,like, where's the second brain? How long does it take her to, like, really learn second brain? Like, five, six, sevenhours? Just on second brain to, like, 100. Get it dialed. Yeah, yeah, we're not. We're not going to teach second brainon this boot camp. What I want you guys to see is the. The ability to house a second brain. Like, we don't haveenough time to go into the details of the second brain, but it is a folder on my computer that has a carbon copy ofeverything. Ideally, you know, top 20% of the things that happen in my brain. That's what the second brain folder is.Cool. Now, this is a project.56:23We're going to go into projects in a little bit. See this on the left, you guys, you see this button called Artifacts.Artifacts can be documents, they can be presentations, they can be UX UI designs. This is what I have built. This iscalled the Callen Command Center. And this command center was built on top of my Google Drive calendar on topof Slack. Looks like Gmail needs to be refreshed and on top of my Transcript tool. And every single hour, this toolrefreshes and pulls in the biggest priorities for my day. Guys, this is called a live artifact inside of Claude. And whatthis does is it gives you the ability to push and pull data in between applications. So we're pulling data in. So thefirst thing it's doing is it's looking on my calendar.57:22Be ready for the kickoff call today at 1. Done, baby. We're done. This says, get the Automate to accelerate pitchslides, selects. We're going to be talking about Automate to Accelerate on Thursday. I need to delegate that. That'snot my job. That's actually going to be Kinsey's job. So I'm going to delegate that to her and I'm just going to sendher a Slack message. I can just draft it here and say, hey, can you take care of this? Or I can have AI draft amessage for me. Kinsey, quick. One, get the A2A slides over to Lex. I have read it. Send in Slack. This Slackmessage is now being sent from my dashboard. Do you guys see here? Claude can Talk to our other applicationsin the Slack.58:09You're telling me that this went in. It went into your Google, Gmail or company email, it went into your calendar, itwent into Slack, and it went into all of your granola meetings, and it figured out what was the most important thingand then you decided just to delegate this into what, three clicks? Kinsey's got this in her inbox now and she's.58:27I got it in my Slack messages. No way. Great.58:31Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM21 / 35There you go. Let's do it.58:34Mark. Delegated. All done. Done. Off my list. Off my list. Do you guys see this? This is the pace. This is the pacethat X is review and sign off on final spiritual laws for David. I haven't done that yet. I need to do that. That's goingto stay on my priority list. Here's all my meetings. I've got Winnie. Winnie's going to the groomer. That's happeninglater today. That's being taken care of. I have got the doctor, Michael Cairo. Alyssa, if you're on this call, I need toactually cancel that. I'm not able to make it. Here's all my Slack messages that are coming in. I can take a Slackthat's unread and I can make a task out of it. I have all my tasks here. These are waiting on others. These aredecisions I need to make.59:23Dylan asked if I want to collab with Brandon Marshall. I don't know yet. We're just going to keep that there so youguys can see here. Does. Is this kind of clicking a little bit? What I want you guys to feel and see in this demo isthat AI is a lot more than just sending an email. And the thing that made me build this was pain. And every singletime I show you guys an AI demo, it's going to start from pain. My pain was having to log in to six different apps atone time to know what the heck was happening in my business, in my world, both personal and professional. Andthis live artifact was built inside of Claude. Now, guess what? For those of you that purchased Platinum Ticket, thisis a part of the CEO productivity tool.01:00:22And every single one of you guys is getting the prompt that built this. Every piece that is required for this to exist.And this was recently added last week when they were like, Callan. Our CEO productivity pack's pretty cool, but isthere something that would blow their mind? And this is what you guys are getting flex for a second. Yeah.01:00:43So Cal had a whole. This whole system built and everything's good. And I showed her Katie, Buck and I on thecurriculum team built out this whole bonus pack for everyone. I'm like, cal, you gotta try it out. It's pretty freakinggood. And she was running it and she's like, wait, this is so much better than the one I built before. I'm like, yes,exactly. And that's we're going to give to platinum users. This is the exact one, the exact.01:01:03Prompt that Cal was like, wait, yours is better than mine? I'm like, well, obviously mine's amazing. But yes, we'regiving you guys all this. So if you guys want to upgrade in the chat, where do you go? What do we do? We go, well,does our hub work? Team, back end team? What do we think? Okay, the hub works. It's just that it's really excitedby the volume. We're going to solve it while everyone's sleeping tonight. Okay, perfect. Go to your hub. If you can'tget to your hub while you're on this call, you are welcome to tech or our number or email us and we'll make sureyou get it. And I promise your hub will work in an hour. It works right now. It's just when we all are so excited at thesame time. It will. It is going to work.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM22 / 3501:01:47It is going to work.01:01:48It's like 7,000 people showed up in your driveway, Cal, and they all want to come in and party.01:01:51That's right. That's right. That's right. I love it. So good. Okay, that was demo number one. Was that all right? Youguys want to do it?01:01:59This is the kickoff party. That's the other thing, Cal.01:02:01This isn't even real boot camp. This is not real boot camp. This is a warm up. This is just warm up party. This isjust like, you know, when people are, like, dribbling around shooting some shots. Not even the real game. You'rejust watching me shoot some shots. That's all we're doing right now. We're just shooting around. All right, you guysready for the next demo? All right, I. Well, this, of course, is like, who I am. I'll talk about that tomorrow. We don'thave to do that. No one cares. Like, just keep going with the demos. I had a whole, like, who am I? We'll do thatintro tomorrow. Okay, I am going to show you guys what Carter made me. And this is the most. In one of the mostinsane personal AI applications that I've ever received.01:02:45And if anyone wants to know, like, what I want for Christmas, I want AI employees. And Carter delivered a coupleweeks ago, I was talking to Carter and I had just left my stylist office. Does anyone in here. Has anyone everworked with a stylist before? I'm getting into this game. I've never worked with a stylist, and it is such an amazingexperience. She is the most. The coolest person ever. She gets to know me. She knows my sizes, she knows what Iwant, she knows I love organic clothing. And I'm, you know, I really try as much as I can to use organic fabrics thatare not killing our environment. And I don't like fast fashion and all the things. So I came out of my stylist sessionand I called Carter and he's like, how are you?01:03:29Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM23 / 35I'm like, oh, God, I love my stylist so much. But one of the biggest pain points is she. She shows me all theseoutfits. And then she came over to my house and she was building all these outfits out, and it's like, okay, yeah, Itake some pictures. But then, like, I forget. I forget. And then the other day, we accidentally ordered two of thesame blouse because I already had it. And then we ordered another blazer and it was the wrong size. I'm like, it'sjust. Does anyone feel this way? Women, men like your cloth. The closet, I don't really even know what's in there,honestly, at this point, it's a endless. I don't know. There's a black hole. And then sometimes I get in there and I'mlike, oh, my God, someone's hilarious. Do we pay to learn about a stylist?01:04:11Someone in the chat describe. Can someone answer that person? When you guys learn how. I'm going to build acustom application for my stylist to 10x her business. Do you think that would be valuable maybe for yourbusiness or for. For maybe another use case? So this is. This is where we need to turn on critical thinking andcreativity. Believe it or not, I has not shut that down. AI has only made that more alive for us. When you guys seethis demo that I'm about to do, which is how Carter has completely organized my closet, digitally made it ability forme to AI my outfits. She. He's duplicated Jessica's brain. He's made me.01:04:49Made it available for me to talk to her 24-7365 at any time via Claude, do you think possibly that would beneficialfor you in your business to duplicate your brain, maybe to duplicate inventory in your business? This is where Iwant your creative hat on. Maybe you don't have a stylist Maybe you don't even have a closet, which is incredible.Maybe you're Mark Zuckerberg. Maybe you just have one outfit. It's not about the stylist, you guys. It's about thepotential of this demo fitting another pain point inside your business. Yes. Okay, here we go. All right. Pain point.Pain point. I want to be able to call Jessica 24 7. Does anyone in this business in your. Does anyone in on this chathave a person in your life that calls you 247 and asks you questions? I'm just curious.01:05:44Does anyone in your life has someone that's calling you all the time and asking you questions? My husband, my 2.My children, my sister. Seriously, believe it or not, these things slow us down. These things take energy and timeout of our life and out of our business. If you're trying to scale your business to 10 million a year, we got to get yourhusband's answers. We got to get him answers fast. And AI can help with that. AI can get him a place to go toknow, you know, where the things are and how the laundry gets done and what we pack before a trip and how weshut the house down before we leave, what the kids need before they go to the place, and all of that. Where do weget our car service? All of that stuff can be documented.01:06:28And we can create a duplicate brain that's accessible by a third party, whether that's an employee of yours or apartner or a spouse or a child or maybe an assistant. So the problem is, I wanted to be able to talk to Jessica allthe time, and I wanted to be able to talk to her brain digitally. I want to be. I want to ask her about an outfit. I wantto ask her about a packing plan. I want to ask her about the new clothes that are out each season. And right now,the only way to do that is to call her. Now, we're going to skip forward to what Carter built for me, and what he builtme is an AI employee that has access to every single piece of clothing that I own. How did you do that, Callan?Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM24 / 3501:07:08How did you get access to all that? Well, it started by AI scraping my Instagram and looking at every shirt that Ihave. Then he had me send me pictures of the closet. And then he went through my email. He connected myemail, and it searched for any receipt over the last 12 months. It was from a clothing company. Then it's searchingfor the newsletter from Jessica with all the stuff for fall. Then it has my packing list that I built as an SOP for myassistant. It has access to that. It has access to the pictures of the outfits she's put together. It has access to thechecklist of things that Jessica and I go through before I go on a trip. And it has access to email my assistant.Okay, pretty cool.01:07:52First things first is he went through all those pictures and all of my email. Carter, how's my screen share? Can yousee this?01:08:02Looks great, Kel. Yes.01:08:03Incredible. And what he did. Now, I'm going to ask you guys a question in the chat. This is Notion. Notion is kind oflike Google sheets on steroids. You don't have to use notion. You could have built this out as a Google sheet. Youcould have built it out as a Microsoft Excel document. It doesn't matter. He chose notion. Do you think that Carterwent through and wrote classic embroidered shirt, organic silk, or do you think AI wrote it? Who wrote it? Verygood, Very good, AI. You guys are catching on. So AI went through the pictures, went through my email, wentthrough the receipts from my stylist, extracted out my clothes and put it into a database. There needs to be asource for all of my clothes. That was step one.01:08:54It could have gone into a Google sheet, it could have gone into an airtable, it could have gone anywhere. So let'sjust shift examples for a second. Let's say that you are an Airbnb investor and every single night you want AI to goout and look at Zillow and look at Exomi and look at the MLS and identify any new listings. That would be reallygood for your Airbnb portfolio. That feels like a really cool thing to do. You can absolutely do that. We can do thatusing the cloud computer use. Cloud computer use is over here. We could use a ChatGPT computer use and wecould add all of those links. You have to add them somewhere. They can't live in Claude. They have to livesomewhere. And that's where the connectors come in.01:09:40So step one in the process was building the database of clothes. The second step in the process is understandinghow Jessica thinks about outfits and how she's styling me. So he asked me to send over the original transcriptMeeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM25 / 35from my first call with Jessica. And this was an hour long call where went through my dreams. What I like, what Idon't like, what I like my style to be. She talked about how she thinks of clothing, what she packs on trips, how shethinks about her checklist of what are the things she wants me to start thinking about. And we pulled thattranscript and we put it into a project. We'll show you that in a second. And then went into Claude, and Carter builtme a Claude project. Now, in this Claude project, he gave it instructions, and he told it.01:10:35He said, you're Jessica Callan, Faulkner's AI partner for personal style. Everyday decisions. Help her with outfits,help her with travel, help her with shopping. And he gave it the link to my notion closet. And this project can go andview all of my clothes at any time. And then he gave it knowledge in context. He gave it the styling guide, Jessica'sprinciples and guidance. He gave it the transcript. Now, when I say gave it, what does that mean? See this plus signhere? He added in knowledge. He added in the transcript, and he added in her styling guide that he built based onthe transcript and what we know about Jessica. Now, I'm going to pause there. Do you guys. Are we starting tosee?01:11:25With the connector turned on to notion, with the transcript from Jessica, with the styling guide of how Jessicathinks, and with guys, guess what? Carter's also trained Claude to learn. Every single time I use this, it learns howto improve itself, and it adds things to the project learnings. This is a hack that Carter has figured out. And everytime this project, this employee gets used, it improves. All right? We have so many people that are like, oh, mygosh, I need a Carter. But the whole point. We love Carter. We love you, Carter. I could have built this, but anybodyon the team could have built this. You built this like, a year ago for yourself. Yeah. Yeah. That's the point. We wantall of you thinking and acting like Carter. We're all little mini Carters walking.01:12:19Carter is setting the tone, and he's. He's creative, and he did this for me. I could have absolutely done this myself.He was just very sweet and kind, made this happen. But the key is, even if you have a Carter working for you, he'sgoing to ask you what you want and why you want it. And that is the key. Your ability to communicate your pain,your ability to communicate your problem in your business is by far the greatest myth that most people don't knowhow to do. And that's why their AI is bad. The second thing is, they don't know what's possible, and they don't knowabout context, and they don't know all the amazing things you can do instructions, and they don't know how to setmemory, and they don't know how to do project learnings. And these are the things.01:13:04Whether you are a front desk operator at a chiropractic clinic, or you're a CEO of $100 million business, you have toknow this. There is nobody that is exempt from understanding. Do you need to know how to build a customintegration to a new software? No. But you do need to know that AI can push and pull data from other applications.Because if you're sitting around a boardroom and you're having. Let's pause the chat just for one second, you guys,because some of these questions are absolutely hilarious and amazing. And we'll just pause just for one secondbecause this is really important.01:13:46Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM26 / 35If you are a founder or a CEO of a business and you're sitting around a table and you guys are solving a hugeproblem in your business and you don't know what a connector is, and you don't know what a skill is, and you'venever seen Claude work on top of a desktop, and you don't know what instructions is, and you don't know whatcontext is, and you don't know what's possible. It's very hard for you.01:14:13And cal you microphone again, that fancy little microphone you got there, you know it's going to be the bane ofyour existence.01:14:20Someone at the Shure team said, guess what would be so cool? Just a tiny tap and it mutes. How cool would thatbe? Here I am. Okay, where did I cut off? I said, if you don't understand this, that is where you're sitting around thetable and they're asking like, gosh, what should the next step be? Should we do it like this and that? But if youhaven't seen all these possibilities, it's so hard for you to dream and solution. And that is what I'm most passionateabout. I don't need you to know how to custom build a connector to a software, but I do need you to think and askyour team, hey, has anyone thought about building a custom connector to that app?01:14:56Because if we did a live artifact and we had that connector turned on, I bet we could push and pull data that way.Give me a reaction on that. Does that make sense? It's like, I don't. You don't need to know how the sausage ismade, but we do need to know what's at our fingertips. It's like we're trying to do a construction project, but you'venever used a power tool. It's hard to solution a problem on site when we've never used the equipment or we'venever seen the equipment be used, and that's what we're doing. Here. Okay, so let's talk about what this tool cando. So let's. I'm gonna go all the way up to the top here of this chat. So Carter gave this to me. I'm like, you'rekidding. You're kidding.01:15:37So I came in and I created a new chat. So, guys, just. Just so you guys know, a new chat is just. I'm gonna openthis in a new tab. I just came right here and I said, I'm going on. Oh, boy. I'm going on a trip in a few weeks. Actually,can you just review my calendar and review all the trips that I'm going on in the next two months? I want to makesure I have all the right outfits, all the right things, and anything I'm missing, I'm going to send a text to Jessicatoday for her to procure them. Great. So now I'm just hit my new. My new task. And because this is like a cookingshow, I did this morning. So Carter built me this skill.01:16:18And what this is this builds an artifact every time I go on a trip. And so what it did is I said, can you evaluate mycalendar and pull down all the travel I have in the next two months? So it went through and it said, okay, you've gotfour travel blocks. What do you want to focus on? I'm doing a week in LA with David Guillaume, and I'm doingUncommon Leaders Live event in Austin, Texas, November 16th to the 21st. It went through, and it looked at theMeeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM27 / 35weather in both of those places. These are in Celsius. Don't freak out. We are not in crisis. This is in Celsius. And itwent into my closet in Notion, and it looked at the pictures and it looked at how Jessica puts outfits together, and itbuilt an artifact for my LA trip.01:17:08And it said, Late October in LA runs warm and dry. 5 To 7% chance of a wet day. We love LA for that. Very good. I'mon Delta. I get a checked bag, 70 pounds. Perfect. This is the. This is the days. And here's my outfits. We've got my.And you can see here. I'm like, oh, my cotton trousers. What are those? Oh, no. Oh, it's because I. I have a newcloset. And I didn't reconnect. It just. I duplicated my. My environment for the demo. So don't freak out, becausethis was real and I. For the demo, I reconnected the new environment. But usually I could open this up and look atmy article in Notion. So this Is my Monday departure, my travel outfit. This is my Tuesday daytime outfit. Here's myphoto shoot with David. Very cool.01:17:51Love it.01:17:51And this is what I can do. I can just check back and forth. It's like, eh, I don't love that. I don't love that. I love this.This is perfect. But this is the coolest part. Now I can share this with my assistant and I can say, hey, here's mypacking list. And when you go through it, you just check the thing off and we can collaborate on this together. It didthe exact same thing for my Austin trip. Go ahead, Carter.01:18:18No, I was just going to say what in the amount of power that AI brings behind this is it thinks about all of thedetails. So now it's testing this. Cal, One of the cool things was it was looking at the jewelry it picked for you for onstage and actually considered, well, you're probably going to have a microphone and a podium. We don't wantclinky jewelry. This is not my zone of expertise. Right, but we don't want clinky jewelry on your microphone, on the,you know. So these are the types of things that AI and the consideration it brings into it. It's absolutely amazingwhat it can do when you have the right context, the right information linked into it and you build it in the right way.And that's what we're.01:18:51That is so sick. So sick. So does this. This is one of the things it can do. So one of the things it can do is. Can helpme with trips. The second thing it can do is it can go into my email and find any new clothes that I'm ordering andit can add it into the notion environment. So we just purchased these cotton double waist pants from Vince. Socute. Kind of like a boyfriend pants. That was in my email and that can, because it saw it in my email, it can justautomatically add it to notion. So now what I did is I scheduled it. So every week it just goes out in my email and itjust keeps adding to my closet and adding to my closet so that I never have to think about it again.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM28 / 3501:19:45My closet, every time I purchase clothing, I just make sure the receipt is sent to my personal Gmail and then thatscheduled task is going to run every single week and it's going to add those clothes to my notion environment.01:19:57Now something cool thing it does.01:20:00Yes.01:20:01It actually will go into your Instagram and look at all of the things that you've posted on your Instagram and in yourstory. Figure out what you have actually worn based on the story and based on your post Instagram post andactually log that into the database. So you're always rotating things. Things.01:20:15Unbelievable. Unbelievable. This is so fun. You guys are hilarious. You guys are so funny. I don't know how thisrelates to my business.01:20:22One of my favorite things is I saw way buried in the chat no one go to find us like 17000 messages ago individuallydon't remember his name but he came in and says now I know exactly how to manage the inventory for myrestaurant's kitchen.01:20:34Exactly, exactly.01:20:35Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM29 / 35And that's the type of thing we want you to see. It's those connection points. Yes. If you were to look at my closet,the notion database, before lines long I have four shirts. Everything's good to go. But here's the reality is we'reshowing you the opportunity. Imagine the power of this in a warehouse, inventory for something in your business,whatever it might be. Imagine the possibilities that you can bring here. Simply just connecting a database,connecting notion, connecting to your Gmail. Those are the opportunities that you should be seeing through thesetypes of experiences.01:21:04So what if. So Jessica has told me now, Jessica the stylist. Jessica's told me, you know, I want to 10x the amountof clients that I have, but I just can't keep track of everything. What if she just built this for every single one of herclients? Every single time she built a clot an item and added it, she just added it to their closet on their app. Thiswas built with a chatgpt site. She could fully build a replit app if she wanted to. And she could have given me this.She could charge me monthly for this. She could give me a stylist studio where I just say I'm going to dinner andit's cold out. What do I have here? Wear this. Here's three things that she got you. This could be used for an interiordesigner that's doing.01:21:51That's that's styling a home. And you could send it to a realtor and say, hey, choose what items you want. Take apicture of the room and it'll show you what it looks like. It's 100 bucks a month to use my app and you havehowever many people using it. This is what I'm talking about. It's not about managing your clothes. Do you guyssee this? Is there anyone on this call that is getting inspired with their maybe their own app? What about your ownsecond brain? What if you built a Natalie second brain? Natalie is a chef that we work with. What if all of herrecipes were in there? Every way. The decisions she makes about food are in there. And then she builds an app forher clients where her recipes are in there and the food that she makes.01:22:34And they can use it on their own and they can order from there, and it's a monthly fee. What about the people thatare saying this means that Jessica's job is going away? Guys, why is Jessica's job going away? I don't have accessto Vince. She has relationships with Vince, Alice and Olivia. Lafayette148. She gets. She gets deals from them. Sheknows what the best things are. She knows the coolest things. For me, she's constantly searching the Internet,high and low for clothes that make sense. For me, I don't want to do that. She knows what's making sense. Andalso she gets the best deals because she has relationships with them. She gets like 20% off every one of thoseplaces. I can't get that. She.01:23:18More clients you can support also with assistance.01:23:20Exactly. Exactly. It's. The whole idea is that I want to hire geniuses. I want to hire someone that's making. I want herbrain to become available to me 24 7. It is making it. She can 100x her business with this. She could 10x herbusiness. She can send the fall options to each client. She can do the research. She's a curator. She's a creative.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM30 / 35And that will never get taken away from her. But. And she also built the relationships. AI can't build a relationshipwith Vince. She's. She's had a relationship with them for 20 years. So this is. You guys see this? This is where weneed this human being to be doing. Building these relationships. Going to Fashion Week. What's actually working?What's not working? What are the people saying? What are people wearing on keynotes? What are the biggestmistakes during keynotes?01:24:09Oh, dangling jewelry over the microphone. Okay, we got to make sure we don't have that. She's the expert.01:24:15And Kelly just saw something in the chat too. Guys, this wasn't built with anything fancy. This was my 20amonthchat, GPT and Claude subscription. That's what I built this on and I saw in the chat. Oh, I think I'm too small for this.That's what's so exciting about today, is that there is nothing that is out of touch. There's nothing that is out ofreach. And as we go through the next three days of boot camp, you're going to see business demo after Businessdemo of people seeing that problem and solving it with this new technology that is so accessible and so easy. Andyou are going to look around your business, you're going to look around your life, see pain points, and have thetools to solve them incredible ways. And I think that is important. That's what you can look forward to.01:24:53Now, this is. This is expandable beyond personal styling. This is. I have a health coach. Her name is Deborah, and Ilove her so much, but she has a lot of. She talks a lot and she sends me a lot of texts and she has a lot oftranscripts. She might even be on this call right now. Deborah, I love you. I would not be as energized without you.But I had to take all my transcripts and I loaded it into the Deborah health coach. I loaded in her rules. I built a foodbible, a Deborah food bible. What she wants me to eat, what she doesn't want me to eat. And now and every time Ibuild something in here, Claude remembers. Claude's remembering my meal prep. Claude is remembering myblood work call. Claude's remembering the grocery list.01:25:33And now I have a simple place to go. And guess what? When I build my meal plans for the week, I come in hereand I use AI. I put the recipes in, I build the entire grocery list. And guess what? That little instacart plugin loads mygrocery cart up, baby. And I have everything available to me here in my instacart. It is in the cart, which isabsolutely insane. I won't go there, actually, because then it's going to freak out on me. But this is. This is where Iwant you guys to see this so quickly. A couple of you said I'm. I'm not technical enough for this. Do you see thatlimiting belief? It comes really fast and it comes furious. You immediately shut down because you think you can'tdo it. None of this was technical.01:26:27All of this was a communication skill. Second thing is, you immediately said, this doesn't apply to me because youcan't see yourself in it. And you didn't activate the creative side of your brain. How many people have had someonesay to them, or maybe even said to themselves, AI shrinks creativity. No, no, I'll tell you on behalf of me, 70 humanbeings sitting here on this call and 10,000 businesses that have gone through our program. It is expanding yourMeeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM31 / 35creativity beyond your wildest imagination, because anything is possible. And that is almost scary. This is whereyour job inside of a business is to know what your pain is. You have to know what your problems are. You have toprioritize. What is my biggest pain point right now?01:27:18Because if you feel chaotic and your life is chaotic and your business is chaotic, AI is going to be chaotic. AI is amirror. If you slow down and you take a three hour block and you just write, you write. Or maybe you go for a walkand you speak into a voice memo into a voice note and you speak out loud and you say, these are all the thingsthat are on my mind right now. This is the biggest pain in my business. I think it's this, I think it's this. And you justspeak, speak, speak it out. Have AI help you prioritize. Have AI start to identify where the biggest time sucks ofyour week are. You may not even realize that meal planning takes three hours a week and could be automated withAI.01:28:00So this is where exposure to demos is going to open up new neural pathways in your business. So that when youguys butt up against, for example, the restaurant owner here that said, oh my gosh, I just saw how my inventorymanagement in my restaurant, we can work as a team together inside of a restaurant inventory managementproject. It's connected to notion or Monday.com or Google Sheets and we could talk back and forth with it. Andevery time we order more eggs, we can just tell the clod project it auto updates the inventory database. Did I showa restaurant inventory database management system? No, I didn't. I showed a closing management system that astylist could use. But that is the magic. The magic is you guys starting to think in your world and in your contextand. Exactly.01:28:55Maybe you're a jewelry maker, maybe you are. Like I said, I was a land investor for five years and every single daymy team had questions about how to value land. So this ages me back to my days in Pahrump, Nevada. That waswhere were investing in land. And I had, I personally had spent over 20 hours interviewing real estate agents inPahrump, Nevada to understand the intricacies of how to value land there. Where the water lines are, how do Iassess where the power poles are? How do I know if that land needs a well or if it can connect to public sewer?And that information lived in my brain. So guess what? Every time we had a new piece of property in Pahrump,Nevada, what did my team do? Put it in the chat. What did my team do?01:29:52What do you think they did? They called me, they texted me, they called me. They texted me, hey, Cal, can you helpme one more time? How do you do that power evaluation again? And it was why I couldn't fail that business untilAI came around and I said, oh my God, I could build a cloud project. And back in the day when I started doing that,we didn't have connectors. All we had was that knowledge base. So I loaded in the 20 transcripts of me talking tothe realtors. I loaded in 10 hours of me evaluating property in Pahrump, Nevada and talking out loud and saying,okay, I'm evaluating a two acre property in Pahrump, Nevada. It's on Johnson Street. Well, I'm looking at the GISlink, blah, blah, link number two, and I'm noticing that the water, it doesn't have water rights.01:30:42Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM32 / 35So we're going to have to add $20,000 to take $20,000 away from the value because you can't put a well on it. I justtalked out loud and talked out loud. And then over time, that project started to learn how to value land. It started tolearn the key links that I went to. It started to learn how I was making decisions about how to value land in Prom,Nevada. It started to learn how I was negotiating with sellers. It started to learn what I put in the proposal. Andevery single time somebody asked me a question that they couldn't get answered in my perump Nevada landvaluation brain, what do you think I did? What do you think I did? They, they asked me a question, they said Icouldn't get it answered in the brain. It wasn't there. What did I do?01:31:30I updated the brain with the new answer and I went back and I said, oops, I didn't train it well enough. I didn't train itwell enough. I didn't train it well enough. And this is how we scale our genius, how we scale our company. Doesn'tmatter. If you are in finance and you're an incredible bookkeeper, AI can do bookkeeping. But guess what? What dowe have to do for AI? Can we just go in right now and say, AI do my bookkeeping? No, we have to train it. How dowe do bookkeeping? What are the rules? How do you code things? What have you done in the past? What'scurrently in QuickBooks? What are your goals? What are, I don't know.01:32:09There's probably bookkeepers on this call that I, I would never know how to build an AI employee that doesbookkeeping if you don't know how to do Bookkeeping. That's where this human, that's where the humans, the AIemployees are nothing without humans. They can't be tested. There can't be genius. And that is the magic thathumans bring to this. And humans are not going anywhere. For the last three minutes. I just want to do a little biton some of this fear and some of the conversations that we're having right now about AI. A lot of people come tome and say, the biggest thing I got on my ads where you are taking away jobs by supporting AI. I have never oncefired a human being because AI is inside of our organization. Maybe AI took a part of their job.01:33:06So let me give you guys an example. I have a videographer. His name is Serrano. He is behind that screen overthere somewhere. And he came to me and he said, I have figured out how to take your long form videos. And you. Ibuilt an AI employee that does the editing. It adds the captions, it color corrects it. It adds the hook. It goes intoyour, it goes into your voice. It adds in the graphics that you love. It edits it together so it's the right lengthdepending on what we're going for. It looks at Instagram to see what's going viral. It looks at your own post to seewhat's doing well. And I can take a long form post and make it short form for a viral reel in less than five minutes.01:33:47Do you guys think, because I hired Serrano and a majority of his job is editing, do you think I'm going to fire him?What do you think? No.01:34:01Everyone wants that, Cal. Everyone wants that. We're going to show. We'll show that tomorrow.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM33 / 3501:34:05We'll show it. But that's. Guys, this is Serrano's life work that he's put into an AI employee. So we're not giving thataway for 397. No. Serrano has spent the last 10 years learning the ins and outs of video editing. Maybe for someof our students in our upper programs, maybe we'll see if we can convince Serrano to give it away. But this iswhere I have to be respectful too. Like this is the years and years that these humans have been putting intolearning this craft. It's not just an AI employee that can do a magical thing. This is his. His life's work is built intothe fabric of this AI employee. And that is why it's so freaking good. Because he knows how to edit videos and heknows how to make viral reels. Back to the point.01:34:47Am I going to fire him? No, I'm promoting him. He's now moved from video editor to video producer and magiccreator. His job now, maybe he's still doing final editing. Let's be real. Is it great? Sure, it's set. It gets at 70% there.He's still going to put his final touches on it. A It's going to allow him to move faster. He's going to be able to doprobably 5x the amount of edits in a week that he usually would be able to get done. The second thing is he's nowgoing to have more time to think about the story that he wants to tell, the angles that he wants to take. He's goingto think about when he's sitting with me, the questions he wants to ask to extract more magic out of me. That's hisnew job.01:35:29He just got promoted into a new job that requires more creativity and more critical thinking and more magic andmore genius. And that is what I want you guys to. I want to leave you guys with today as we go through thesedemos tomorrow, we're going to get into the weed done business. Today was kind of just sparking some ideaswith personal productivity and connectors and projects. Humans aren't going anywhere. And if your humans areadaptable and they're creative and they're willing to use critical thinking and they're willing to think outside the boxand they're willing to identify pain and problem inside of a business, then they will be able to stay and roll with themoves and roll with the automation and get promoted into jobs that they never thought in their lifetime they wouldbe able to.01:36:17AI is taking this mundane, repetitive work away from them and they get to manage the AI that does it. Let's see. Ijust want to make sure we've got. I know we're at or one minute over time. Did you guys get a nugget today? Didanyone learn anything? Anyone learn a little something? Yes. Okay. Amazing. Good.01:36:42Cracked it open.01:36:43Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PM34 / 35I just wanted to chat with you guys a little bit and explode the brain a little bit. Fill. Fill the. Fill the old noggin andjust get you guys inspired. I want, you know, I'm. We are here. You know, AI is like nuclear energy and electricity andthe machines or the printing press is all being created at one time. And I give this example of, you know, whenelectricity first was created. It was scary. It still is scary. Electricity is scary. It can kill you. But what didn't exist inthe beginning was electricians. There was no code. There was no electricians There was no rule book. There wereno regulatory bodies. And we at the Uncommon Business exist to help you guys become electricians. When itcomes to AI, I want you to feel comfortable.01:37:33I want you to know what wires to put in where. And you don't always have to know the details, but at least have thesafety behind it. Understand the difference between a skill and a project and a connector. And, you know, this iswhat we train on, this is what we spend our lives teaching humans how to do, is how to use AI employees toimprove their efficiency and their productivity and increase their creativity and get more time back. And it is just anabsolute honor to be on this journey with you guys. Tomorrow we're going to get in the weeds on business, so geta really good night of sleep and, you know, drink some electrolytes, because I am not holding back. We do not slowdown in this boot camp.01:38:12Remember when I said you're gonna be a little overwhelmed because there's so much ideas and possibility andadrenaline. Welcome. Welcome to the party. Cool. All right. Love you. Drink some beet juice. My beet juice shouldbe here any minute. Come on, Muse. All right, love you guys. Thank you for being here. We'll see you tomorrow,1pm Central. Bye, guys.Meeting Title: (Audio) AI Employee Bootcamp - Kickoff Call 09.28...Meeting created at: 28th Sep, 2026 - 6:08 PMTranscribed by https://fireflies.ai/ 35 / 35
✨ We use Granola to record all our calls (Also works great on Mobile)
https://go.granola.ai/the-uncommon-business ← Get a free month on us
② The Content Atomizer finds the gold
It pulls out the stories, lessons, and hooks, then ranks them for email, social, and ads.
AI Employee | Our CGO (Marketing)
AI Employee Skill: /content-atomizer-tub
③ The newsletter, in my voice
The Callan Voice and TUB Email Newsletter skills turn the best story into this week's email.
AI Employee Skill: /callan-voice
AI Employee Skill: /tub-newsletter
④ Hooks and captions
The Hook Engine writes the scroll-stoppers. Caption Punch-Up tightens them.
AI Employee Skill: /hook-engine
AI Employee Skill: /caption-punch-up
⑤ The visuals
An image prompt turns the carousel copy into on-brand visuals.
⑥ A separate prompt for static ads
Then we send it to Claude Design or ChatGPT Images to make the static ads.
✨ What just happened
- ⏱️ Time saved: No more blank page. No more rewriting the same idea for every channel.
- 🎯 Better results: Connected pieces, each one built for where it will live.
- 🔁 Belief shift: From "Writing in my voice means I have to write it myself." → To "My teaching can feed a content engine that sounds like me."
🪞 If you're…
- 📧 A creator: Podcast and YouTube transcripts become weekly emails and posts.
- 🎯 A coach or consultant: Client calls become stories, lessons, and content.
- 🏢 A B2B founder: Sales calls become content that answers real objections.
- 🛒 An e-commerce brand: Customer questions and reviews become emails and ads.
🗣️ 5-Minute Level Set
We're all doing this together.
You don't need to be fluent.
☝️ Quick Overview (Image)
A skill (what it does) + a project (what it knows) + connectors (where it can reach) + a schedule (when it works).
🧩 Who we are & why we're here today
👋 HIIII, I’m Callan 😊
@Callanfaulkner on instagram! FOLLOW ME FOR UPDATES!
📅 July 2023 · Mid-divorce. Burned out. Running on fumes.
Then I had my first real AI moment.
AI turned a 15-minute video of me explaining a process into a perfect process doc.
It took minutes.
It would have taken me hours.
That's when I knew this changes everything.
📅 Fall 2023 · I went all in.
I hired AI experts.
I built AI tools every chance I got.
📅 February 2024 · I made a decision.
I would become the best AI coach in the world for business owners building AI-powered teams.
📅 April 2024 · 🐣 The Uncommon Business was born. We launched our FIRST 8 Week AI training.
We launched our first AI course, Automate to Accelerate.
📅 Today, September 2026
- ✅ 100,000+ students have become AI Architects through The Uncommon Business.
- ✅ Hired by some of the world's biggest thought leaders.
- ✅ Built a business with 60+ humans and 150+ AI employees.
🏢 Our AI employees work for humans
Every AI employee here has a human boss.
Our people run the company.
AI employees help each of them.
The 4 Levels of an AI Employee (Image)
🚀 What we've built at TUB
✨ My soul's purpose
✨ I'm here to help people reach their highest potential.
AI is the biggest tool we've ever had to get there.
👨🏫 What we have learned along the way.
We've trained thousands of founders across all types of businesses and stages of growth.
Here's what we hear constantly — and what we've actually learned is true.
💬 "I've already tried ChatGPT — it didn't really do much for me."
You've been USING AI. You haven't TRAINED AI. Two different sports.
- 99% of people type, copy, paste, start over.
- That's the gumball machine.
- ChatGPT off the shelf doesn't know your customers, your voice, your offerings, your numbers.
- Of course it gave you generic output — you handed it nothing to work with.
- What you're about to see in these 3 days is what happens when you stop prompting and start building.
💬 "I can just learn this on YouTube."
YouTube teaches you the feature. A2A teaches you to see the opportunity.
- A video shows you a prompt. It can't teach you the 40–60 hours of feeding an AI employee YOUR voice, YOUR customers, YOUR pricing — because only YOU can do that.
- 6 new tools shipped last Monday. Tutorials are outdated before the upload finishes. Content chases features. A skill set compounds.
- YouTube makes you faster at putting a quarter in the gumball machine. A2A teaches you to build the factory.
💬 "I'm not technical enough for this."
The technical era is over. This is the thinking era — and you're already qualified.
- Zero code. Zero engineering. If you can onboard a new hire, you can train an AI employee.
- The people mastering this fastest aren't the engineers. They're the clearest thinkers about their own business. That's you.
- The skill isn't understand AI. It's Spot the repetitive work. Build the right thing (prompt, skill, or project). Train it until it's locked in. That's it.
💬 "AI hallucinates — I can't trust it."
Untrained AI hallucinates. Trained AI doesn't. That's the whole game.
- ChatGPT off the shelf is a stranger guessing at your business. An AI employee trained on your data is one of your best hires — it knows more than most humans you work with.
- Every AI employee we run goes through 40–60 hours of feeding, testing, tweaking, and locking in. That's the work. That's also the moat.
- If your AI is making things up, the problem isn't AI. Nobody onboarded it. Same as a human on day one with no handbook.
💬 "I don't have time for this on top of running my business."
The founders drowning right now are the ones putting this off.
- 40–60 hours invested once = 40–60 hours back every month. Forever. The fastest-compounding ROI of anything you'll buy this year.
- Every hour your team spends on work an AI employee could do is an hour your competitor just got back. The gap compounds daily.
- You're not adding AI on top of running your business. You're handing off the parts that are running you. That's the Anti-To-Do List.
💬 "My team will never actually use this."
Teams don't adopt tools. Teams adopt identities.
- If one person on your team is the "AI person," you've already lost — the bottleneck just moved to one calendar.
- An AI-powered business requires every single human to Spot, Build, and Train. That's a cultural shift, not a software rollout.
- A2A is the only program that trains the whole team — not just the owner. That's why adoption sticks.
💬 "AI can't help me — my business is too unique."
Your uniqueness IS the moat. It's literally the whole point.
- Generic AI gives generic output. The second an AI employee is trained on YOUR voice, YOUR customers, YOUR process — nobody else's AI can match it.
- The more niche your business, the MORE valuable your AI becomes. An IV company's trained AI is worth infinitely more than a generic wellness chatbot.
- "Too unique" usually means "I haven't documented my business." The documentation IS the work. A2A is what makes it worth doing.
✨ Our promise to you…
- Every demo is real. Real business. Real pain.
- Nothing pie-in-the-sky. If it doesn't solve a real business problem, we don't show it.
- No "Claude Bro" tricks. No flashy tools that don't move the needle.
- Built this week. This curriculum was rebuilt 24 hours ago because 6 new things dropped last Monday. You're getting what works RIGHT NOW — not last year's playbook.
⚡️ You won't leave with a list of tools to memorize.
You'll leave seeing opportunities you couldn't see before — in YOUR business, in YOUR life.
🦞 Put On Your Glasses
🌊 The lobster story
A couple years ago I went lobstering in the Florida Keys.
They told me to look for shadows on the water.
That's where the holes are, and the holes are where the lobsters hide.
I sat on the edge of the boat and saw nothing.
Just blue water.
Then the captain handed me polarized sunglasses.
The whole ocean lit up with shadows and holes. 🤯
🕶️ That's what an AI Architect sees
Right now you might be floating right over the opportunities in your business.
An AI Architect has the glasses on.
They see the work AI should be doing everywhere they look.
🧮 The honest math
This bootcamp is about 4 and a half hours.
So you'll get about 10% of what it takes.
I'm going to use every minute to show you what's possible and get your glasses on.
You won't leave this bootcamp an AI Architect.
You'll leave able to see the holes.
💭 "So what AI tool should I be using?!?!"
- Claude
- ChatGPT
- Muse (meta AI Agent)
- GrokBot
- Hermes
- Claude Code
- ChatGPT Codex
- Perplexity
- Gemini
✅ Let's talk about the “NEW” ones first. They're great tools.
Muse
GrokBot
Hermes
➡️ We use them. They're on our radar and we're paying attention.
⚠️ They're also very new.
Show me the safety.
Show me the security.
Show me the trust.
The SECURITY documentation is VERY loose and not reliable (in my opinion!!)
🏗️ So I'm not building the infrastructure of my company on any of them.
Why Claude is our #1 AI tool
- Values!!!
- Anthropic (creator of Claude) refused to allow mass surveillance of Americans
- Also refused to allow running of autonomous weapons, even when the Pentagon punished them for it.
- Business model:
- no ads. Anthropic only makes money when customers pay for the work.
- Proof!!!
- www.trust.anthropic.com
- If you’re running a SCALING business, you should be on the $200/month plan on Claude.
We Still use ChatGPT for:
- image generation and Instagram carousels
- We pick the best tool for each job.
🕶️ An AI Architect knows exactly when to use each one.
THE REAL SKILL: PICK THE RIGHT AI FOR THE JOB
It's not about using one tool for everything. It's about knowing which tool fits the task.
| When you need to… | Use… |
|---|---|
| 🌐 Build a full-blown, public-facing web app | A dedicated app-building workflow—not ChatGPT Sites |
| 🔬 Do deep research and time isn't a concern | Perplexity Deep Research or Claude Extended Thinking |
| 🎨 Create images | ChatGPT Images |
| 📚 Learn a new skill or topic | NotebookLM |
| 📊 Build an internal dashboard with live data | ChatGPT Sites or a Claude Live Artifact |
| 🔔 Track new Blackstone grills under $400 on Facebook Marketplace | Muse, Meta's AI agent |
🌳 DEMO 2: Turn a Walkthrough Into a Proposal That Sells
Let's talk about my landscaper 🙂
From a 60 minute property walkthrough to a proposal the customer can see
😫 Pain
- I walked the property for an hour with my landscaper.
- Told him everything I wanted, my dreams, my hopes
- he sent back THIS…
The Estimate & Photos
😵💫 Problem
Details get lost between the walkthrough and the proposal.
I can’t see the potential end result
❌ The Old Way
Not recording his call with me
Manually jotting down notes in a notebook
Go back home, spend 3 hours pricing the job.
Manually use crayons to draw my new backyard
Does not think “oh man I should listen back to that discovery call to see if theres any areas of improvement for my skills as a sales person”
I have no idea what in the WORLD he is going to do 😂
—> VERY CONFUSED CUSTOMER
🤖 The AI User Way: "Paste and Pray"
Ask ChatGPT, "Summarize this walkthrough and write a landscaping proposal."
Spends 3 hours in a chat with chatgpt making a proposal
It doesn't know the company's services or how they price.
This is how an AI User uses AI.
✅ The AI Architect Way: An AI Employee “Chief Sales Officer”
Meet the landscaper's “Chief Sales Officer” AI employee.
It's a Claude project that knows the company's services, pricing, and how they write proposals.
① Start with the transcript from the walkthrough
The recording of the property visit becomes the transcript.
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Full Transcript of Walkthrough
**[00:00]** **JEREMY (Mojestic):** ...okay, it's recording. Hi, are you Callan?
**[00:04]** **CALLAN (Homeowner):** I am. Callan, C-A-L-L-A-N. Thanks for coming out, I know it's the end of the day.
**[00:09]** **JEREMY (Mojestic):** Callen, got it. Jeremy, Mojestic. No, this is the best time to see a yard, the light's low and everything shows. Nice street. Where do you want to start?
**[00:19]** **CALLAN (Homeowner):** Right here. The front. See that big empty square in the grass?
**[00:24]** **JEREMY (Mojestic):** The stump grinding?
**[00:26]** **CALLAN (Homeowner):** That was a huge ash. It came down in June, emerald ash borer. The tree guys ground the stump and left me a hole and a pile of wood chips.
**[00:37]** **JEREMY (Mojestic):** We're seeing a lot of those. So that's a patch of bad grass and a lot of shade you don't have anymore. Let me pace it. [pause] About twelve by fourteen.
**[00:47]** **CALLAN (Homeowner):** I lost the shade on the whole west side of the house. I want it back, but with something that won't die on me.
**[00:54]** **JEREMY (Mojestic):** Two maples. Freeman maples, the Autumn Blaze type, two-and-a-half-inch trees, so they're already good size. Fast, tough, great fall color. I wouldn't put one right in the stump hole, the old roots are still down there. One out here on the driveway side, one on the other side of the front walk, about thirty feet from the house, so they frame the entry. Then we square off the stump patch and put down new sod so the lawn looks like one piece again.
**[01:22]** **CALLAN (Homeowner):** I like that. Can we light them? I love a tree lit at night.
**[01:27]** **JEREMY (Mojestic):** One up light shining up into each maple. And that birch in the corner, the southeast corner by the street?
**[01:33]** **CALLAN (Homeowner):** My favorite tree on the property.
**[01:36]** **JEREMY (Mojestic):** Two up lights on the birch, one from each side, so it glows against the dark. And path lights along the front of the house. The front is about thirty-six feet, so six path lights, one about every six feet, driveway to door.
**[01:52]** **CALLAN (Homeowner):** Yes. Okay. Before we go any farther, can I tell you my one rule for plants?
**[01:57]** **JEREMY (Mojestic):** Please.
**[01:58]** **CALLAN (Homeowner):** No Karl Foerster grass. Anywhere on this property. I had them at our last house, forty of them, and every March I was out there with hedge shears cutting them down to the ground. They flop in the snow, they look like a cornfield by October. I am never doing that again.
**[02:17]** **JEREMY (Mojestic):** Ha. No Karl Foerster. Okay, that's a real rule, not a preference?
**[02:22]** **CALLAN (Homeowner):** A real rule. Write it down.
**[02:25]** **JEREMY (Mojestic):** Writing it down. No Karl Foerster anywhere. Anything else on that list?
**[02:30]** **CALLAN (Homeowner):** Nothing that strong. I like color. Blues, pinks, purples, a little red. And I don't want to work on it. I want it to look good with me not touching it.
**[02:42]** **JEREMY (Mojestic):** Blues, pinks, purples, a little red, low maintenance. Good brief. What's going on over here by the driveway?
**[02:49]** **CALLAN (Homeowner):** The trash cans. I can see them from the kitchen window, and so can every neighbor who walks by. I hate it.
**[02:57]** **JEREMY (Mojestic):** Okay. So the garage is on the west side and the kitchen window is right there. Here's what I'd do. A cedar screen, six feet tall. It starts at the edge of the driveway and runs out seven feet, then turns and runs along the house about eleven feet to the corner of the window, so the cans are hidden from the street and from the kitchen.
**[03:18]** **CALLAN (Homeowner):** Can I still get the cans in and out?
**[03:21]** **JEREMY (Mojestic):** Yep. We leave the garage side open. And right now they're sitting in dirt, so I'd set a pad for them. Three big flat stones, about three feet square each, laid in a random pattern with a little pea rock between. Trash, recycling and compost all sit level, nothing sinks.
**[03:38]** **CALLAN (Homeowner):** I love that. What does that run, roughly?
**[03:42]** **JEREMY (Mojestic):** The fence, a couple thousand, call it twenty-eight hundred. The stone pad, three, four grand depending on the stone.
**[03:50]** **CALLAN (Homeowner):** That's more than I thought for a few rocks, but I hear you.
**[03:55]** **JEREMY (Mojestic):** The stone is most of it, and it's set on a compacted base. Is the fence okay with your city? Where are we, Hopkins?
**[04:03]** **CALLAN (Homeowner):** The mail says Hopkins.
**[04:05]** **JEREMY (Mojestic):** Your lot's actually Minnetonka. So it's Minnetonka's permit desk, not Hopkins. Six feet on the side of the house is usually fine, but I'll have that confirmed before we build. Come on around the side, I want to see the deck.
**[04:19]** [walking to backyard]
**[04:42]** **JEREMY (Mojestic):** Okay, so this is the deck. About fourteen by twenty, three feet off the ground. And the side that's bugging you?
**[04:50]** **CALLAN (Homeowner):** The left side. There's lattice hanging off it and chunks of concrete sticking out. And something lives under there. I saw a skunk last month.
**[05:00]** **JEREMY (Mojestic):** About twelve feet of lattice, and three pieces of an old footing. That's how they get in. We pull all of it, then bury a critter fence, a wire skirt about a foot down and a foot out, so nothing digs under.
**[05:13]** **CALLAN (Homeowner):** A skunk-proof fence. Yes.
**[05:16]** **JEREMY (Mojestic):** And this corner, see how the deck sags a little? Somebody set a post out in the yard, that concrete thing there, and it's doing nothing.
**[05:25]** **CALLAN (Homeowner):** That's a clothesline post. It came with the house. I mow around it.
**[05:29]** **JEREMY (Mojestic):** We take that out and put a proper six-by-six post with a footing right here on the left side of the deck where it holds something up. The footing goes down forty-two inches, below the frost line, or it heaves. And we'll have the utilities marked before we dig anything.
**[05:46]** **CALLAN (Homeowner):** How much for the post and the fence?
**[05:49]** **JEREMY (Mojestic):** The post, few hundred. The lattice and critter fence, four, five hundred. Small stuff.
**[05:56]** **CALLAN (Homeowner):** Good. And the steps? I want something on either side of them.
**[06:01]** **JEREMY (Mojestic):** Four steps down to the yard. Two planters, one each side, built up eighteen inches, cedar, about five feet long and two feet deep, with a fabric liner so the soil stays put. You fill them yourself when you know what you want.
**[06:16]** **CALLAN (Homeowner):** I'll do herbs and annuals. I want to pinch basil on my way out.
**[06:21]** **JEREMY (Mojestic):** A good use of a planter. Okay, this is the part I've been waiting for. The hill.
**[06:27]** **CALLAN (Homeowner):** This is the hill. It's the whole reason I called you. It's grass and weeds and it washes out in every hard rain. I stare at it from the kitchen and I hate it.
**[06:38]** **JEREMY (Mojestic):** It faces south, so it gets sun all day, and that's good for color. Let me pace it. [pause] About fifty-five feet wide, twenty-two deep, so around twelve hundred square feet. And the soil's clay, look at that, sticky. So we plant it thick so the roots hold it and weeds don't get a chance. Any sprinklers up here?
**[07:00]** **CALLAN (Homeowner):** None on the hill. There are sprinkler lines in the front lawn only.
**[07:05]** **JEREMY (Mojestic):** Good to know. I'll be careful in the front.
**[07:09]** **CALLAN (Homeowner):** I want it full. Not sparse little plants with mulch showing.
**[07:14]** **JEREMY (Mojestic):** Then we do layers. Let me pull up pictures so you can see what I mean. This is the Honey Bun mugo pine. Low, round, stays about two feet. We put three of those down the middle as anchors, in the three-gallon size.
**[07:29]** **CALLAN (Homeowner):** I like round.
**[07:31]** **JEREMY (Mojestic):** Now, boxwood across the lower edge, seventeen of them, three feet apart so it makes a clean line about fifty feet long. Here are two kinds. This one's Green Velvet, rounder, this one's Chicagoland Green, more oval.
**[07:47]** **CALLAN (Homeowner):** The Green Velvet. That's the one I want, the round one.
**[07:51]** **JEREMY (Mojestic):** Green Velvet it is. Heads up, it's a little less hardy than the others up here, so we'd burlap it the first winter on the north side. Same three-gallon size.
**[08:01]** **CALLAN (Homeowner):** I can live with burlap.
**[08:04]** **JEREMY (Mojestic):** Two tree hydrangeas as focal points, the ones that look like little trees with big white flower heads, standard form, about four feet of trunk. Down here, the pink and blue you asked for.
**[08:16]** **CALLAN (Homeowner):** I want pink and blue in there somewhere.
**[08:19]** **JEREMY (Mojestic):** Coming. Along the top we do crabapples, six of them, the tall skinny kind. Two choices. This is Gladiator, purple leaves and pink flowers. This is Raspberry Spear, pink flowers and deep red fruit that hangs on into winter.
**[08:34]** **CALLAN (Homeowner):** Oh, the Raspberry Spear. The red fruit, yes. I said a little red.
**[08:38]** **JEREMY (Mojestic):** Raspberry Spear, six, about six feet tall in a fifteen-gallon pot. They get twenty feet tall and only eight wide, so they don't take over the yard. Three dwarf Korean lilacs, that's your purple and your smell. And bush honeysuckle, six of them, yellow flowers for the bees.
**[08:57]** **CALLAN (Homeowner):** Wait, is that the invasive one? I've read you can't plant those.
**[09:01]** **JEREMY (Mojestic):** You can't plant the invasive ones. This is the native one, Diervilla, a different plant. And a few Rocket barberry for the red. They're narrow, they stand straight up like exclamation points. Three of those.
**[09:15]** **CALLAN (Homeowner):** I love red. Okay.
**[09:18]** **JEREMY (Mojestic):** Then under all that, the perennials, at the front where you'll see them. Black-eyed Susans, fifteen. Bearded iris, twelve, blue and purple. And creeping phlox, eighteen, pink, that spills over and covers ground. And then along the very top edge, a row of the tall grass, twelve of them, Karl Foerster, for movement in the wind. Here's a picture.
**[09:42]** **CALLAN (Homeowner):** No. Not Karl Foerster. I said. Anything but that.
**[09:47]** **JEREMY (Mojestic):** Sorry, sorry. You did. No Karl Foerster. I'll find a different grass for the top.
**[09:53]** **CALLAN (Homeowner):** Or nothing. I'd rather nothing than that.
**[09:57]** **JEREMY (Mojestic):** Got it. Different grass or nothing, your call. I'll write it down. [pause] Okay.
**[10:06]** **CALLAN (Homeowner):** How high does everything get?
**[10:09]** **JEREMY (Mojestic):** The crabapples twenty feet. The lilacs about five. The hydrangeas six. Everything else stays under four. And the whole hill gets a brown mulch on top, dyed brown, about three inches deep, so it looks finished on day one.
**[10:23]** **CALLAN (Homeowner):** Not the red mulch.
**[10:26]** **JEREMY (Mojestic):** Brown. And lights, because a hill like this at night is the whole point. Four path lights through the middle and two up lights on the crabapples.
**[10:36]** **CALLAN (Homeowner):** How long before it looks like a garden?
**[10:40]** **JEREMY (Mojestic):** Honest answer, two summers to fill in. Year one it looks young. Year two it's a garden. Year three you'll forget what it looked like.
**[10:49]** **CALLAN (Homeowner):** I can live with that. Can we plant this fall?
**[10:53]** **JEREMY (Mojestic):** The hill, yes. The evergreens, the mugo, the boxwood, the junipers, can still go in through about mid-October. Shrubs and perennials too. The stone work and the kitchen, I'd wait for spring.
**[11:07]** **CALLAN (Homeowner):** The kitchen, yes. Let me show you where.
**[11:11]** [walking]
**[11:29]** **CALLAN (Homeowner):** Here. Off the west end of the deck. I want a real outdoor kitchen. A built-in grill, counter space on both sides, and an island in the middle for my tools. I do a lot of cooking for my team.
**[11:43]** **JEREMY (Mojestic):** So a run of counter about ten feet, with the grill built in, and a center island for your tools. What grill?
**[11:50]** **CALLAN (Homeowner):** I already own a thirty-inch built-in. I'll bring it.
**[11:54]** **JEREMY (Mojestic):** Then we build around it. Block base with stone on the front, granite top, on a compacted base. Do you want gas or propane?
**[12:02]** **CALLAN (Homeowner):** Natural gas. The house already has it.
**[12:06]** **JEREMY (Mojestic):** Then a licensed plumber runs a gas line from the house, and an electrician puts in one outlet, with GFCI. Both need permits from the city. I bring those trades in. No sink?
**[12:18]** **CALLAN (Homeowner):** No sink. What would that cost, ballpark?
**[12:22]** **JEREMY (Mojestic):** The build, five thousand, five-ish. The gas and electric on top of that.
**[12:28]** **CALLAN (Homeowner):** Okay. That's less than I feared.
**[12:32]** **JEREMY (Mojestic):** It depends on what goes in it, so that's a starting number. Let me look at the east fence, the neighbor's side. What do you want along it?
**[12:41]** **CALLAN (Homeowner):** Privacy. Their kitchen is right there.
**[12:45]** **JEREMY (Mojestic):** Then we strip the sod along the fence, about forty feet long and six feet deep, put in steel edging, and plant five Blue Arrow junipers. Tall, narrow, blue-green, six feet tall to start, like columns down the fence line. Privacy without a wall. And four path lights to light the new bed.
**[13:06]** **CALLAN (Homeowner):** Blue. Good. And the access, can your guys get a machine back here?
**[13:12]** **JEREMY (Mojestic):** The gate on the west side is five feet, so a skid steer fits. Good.
**[13:17]** **CALLAN (Homeowner):** Good. One thing I should say. I'm traveling October sixteenth for a week.
**[13:23]** **JEREMY (Mojestic):** Okay.
**[13:25]** **CALLAN (Homeowner):** If I'm doing the hill this fall, I need to say yes by this Friday so you can start Monday the fifth, before I go.
**[13:33]** **JEREMY (Mojestic):** I'll see where the crew is.
**[13:36]** **CALLAN (Homeowner):** Okay. So let me get a rough total. For everything.
**[13:40]** **JEREMY (Mojestic):** All in? Somewhere in the twenty-five to thirty range. I'll have a real number tonight.
**[13:47]** **CALLAN (Homeowner):** Twenty-five to thirty. Okay. I don't have a number in my head. I just don't want to be surprised. Anything over forty and I'll want to phase it.
**[13:57]** **JEREMY (Mojestic):** You won't be. Everything itemized, every plant, every light, so you see exactly what each piece costs.
**[14:05]** **CALLAN (Homeowner):** What about the lights? How many total?
**[14:08]** **JEREMY (Mojestic):** Let me count. Hill, four path and two up. The fence bed, four path. The front of the house, six path. Two on the maples, two on the birch. That's fourteen path lights and six up lights, twenty fixtures. They run around five to six hundred a fixture installed.
**[14:29]** **CALLAN (Homeowner):** Twenty. That's a lot of lights.
**[14:32]** **JEREMY (Mojestic):** You can trim. Hill and front first, the rest later. It's one transformer and a timer, dusk to dawn.
**[14:40]** **CALLAN (Homeowner):** I'd start with the hill and the front.
**[14:44]** **JEREMY (Mojestic):** Good to know. Let me make sure I've got it all. Front: two maples with up lights, the birch lit, six path lights, resod where the ash was. Driveway: cedar screen and the stone pad. Deck: pull the lattice and concrete, critter fence, new post. Steps: two planters. Back: the kitchen. Hill: the big planting with lights and mulch. East fence: five junipers.
**[15:12]** **CALLAN (Homeowner):** That's everything. The hill is the priority. The rest I can phase.
**[15:17]** **JEREMY (Mojestic):** Good. Let me get pictures of everything so I've got them when I draw it up. [camera clicks]
**[15:31]** [walking]
**[16:05]** **JEREMY (Mojestic):** I'll draw it up in color tonight, all the plants and where they go, with a key. I'll send the plant pictures too. Then the estimate, itemized. You'll have it in your email tonight.
**[16:20]** **CALLAN (Homeowner):** You don't have to rush it tonight.
**[16:23]** **JEREMY (Mojestic):** I'd rather do it while it's fresh. I can see it all in my head right now.
**[16:29]** **CALLAN (Homeowner):** I appreciate that. Then you'll call the utilities before you dig?
**[16:33]** **JEREMY (Mojestic):** Yes. That's part of it. We don't dig without it.
**[16:37]** [walking to the driveway]
**[17:01]** **CALLAN (Homeowner):** Jeremy, one more time, because I know how these things go. No Karl Foerster.
**[17:06]** **JEREMY (Mojestic):** No Karl Foerster. It's on my list.
**[17:09]** **CALLAN (Homeowner):** Thank you. I really appreciate you meeting me out here.
**[17:13]** **JEREMY (Mojestic):** My pleasure. Great yard, and that hill is going to look incredible.
**[17:18]** **CALLAN (Homeowner):** I can't wait.
**[17:20]** **JEREMY (Mojestic):** Talk soon. Thanks so much.
**[17:23]** [truck door closes]
**[17:29]** **JEREMY (Mojestic):** [voice memo] Cedar Crest, Callen. Front: two maples with up lights, up light the birch, six path lights, resod where the ash came out. Driveway: cedar screen, seven feet, stone pad for the cans. Deck: pull lattice and concrete, critter fence, new post. Steps: two planters. Back: kitchen with the island. Hill: mugo, boxwood, tree hydrangea, crabapple, lilac, honeysuckle, barberry, iris, phlox, black-eyed Susans, grasses along the top, twelve. Brown mulch. Lights, path and up. East fence: five Blue Arrows and lights. Colors, blue, pink, purple, a little red. Color drawing tonight, plant key, plant pictures, estimate by email.
**[18:14]** [recording ends]② Grade the sales call
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the way that you talk about your business your brand your products if the way you talk about those things is confusing or even worse uninteresting it's costing you a ton of money it's costing your business money it's costing you a connection with your customers it's costing you the ability to solve people's problems the heart of business is just solving people's problems and having them give you a fair compensation for solving their problems [Music] listen the way most people talk about their businesses it isn't working in fact most sales professionals most companies their marketing dollars their sales pitches what they do is they fail to invite their customers into a story and that is what most of us here are doing if I go to your website I cannot tell what problem you solve I cannot tell how that product is going to solve that problem you've positioned yourself as the hero you're talking about a bunch of stuff I don't care about you've you've got you've gotten yourself out of my story rather than entering into my story you're making a lot of mistakes and so listen by the end of the next hour I want to give you a framework in which you are going to come up with seven extremely effective sound bites and when you use those seven sound bites you're going to invite customers into a story in which they use your product to win the day in their life you are going to enter their story as a guide and you are going to help the hero win this to me is the key to phenomenal growth in your business if you have a great product and you have really good people and you've got really great procedures to sell those products but you're capped you're stalled you need the fourth P the fourth p is positioning how have you positioned your product in the marketplace so that people understand why they need it are the words you are using giving value to the products that you sell here's the reality people buy products after they hear or read words that make them want to buy those products it's all about the words now think about the last thing that you bought on say amazon.com probably almost everybody watching this has bought something in the last week I bought something today on Amazon I had to buy a little an RCA connector to go into a headphone jack and what I did was I went they had 25 different versions of it I read a review of the one I checked the price Amazon said overall pick and so I bought it now notice I read the review I read the price I read the words overall pick and I bought it it was the words that I read that made me want to buy it when we think about branding we often think about about our color scheme our logo our tagline things like that I promise you it's the words that you use in fact amazon.com everybody here has bought something on Amazon probably today if not this week that is an ugly website with ugly colors so we've just proven that it doesn't have to be beautiful in order for you to to make money in order for you to do well in business it's the words that you use so I want to introduce you to a framework that is going to help you use short simple repeatable sound bites in order to take market share in whatever it is that you do it doesn't matter if your business to business it doesn't matter if you're business to Consumer it doesn't matter if you're a nonprofit the words that you will you the words that you will use will will help your business grow all right before we get into the framework let me explain why the story brand framework works so well building a story brand sold over a million copies the new version building a story brand 2.0 came out into the world it's doing very well but that many people have bought that book because that book helped them come up with seven short sound bites that grew their business we've heard 10x we've heard 100x uh in increase in sales when people started using the right words so we want to use the right words now why does the framework work why are people so attracted to the right words well here's why there's two things that the human brain is always trying to do the first thing that the the human brain is always trying to do is survive and thrive that is the job of the human brain it is to survive and thrive your job your brain's job is to keep you alive and keep you on the planet when you go across the street your brain says look left and right because a bus could be coming right well all the time your brain is scanning the environment for threats and it's trying to mitigate those threats and navigate the world in such a way that you stay alive first now in a first world country we have food and shelter we have all that kind of stuff so your brain moves to more sophisticated Realms in terms of survival it'll look for people to associate with it'll look for products that give me more Comfort peace of mind I'm looking for better sleep I'm looking for Better Health I'm looking for better connection with my children I'm looking for a better marriage I'm looking for really good friends I'm looking for things that deal with my emotional Health my psychological Health my physical health much higher levels of survival but your brain is always looking for the next level of survival always that is the job of the human brain now why do you need to know that to stay in business this is why the only reason people buy things is to survive to somehow increase their chance of survival again in a first world country it's not all about living and staying alive it's about thriving and having more uh H having more resources in order to stay alive in order to mitigate threats or defend myself against threats and so what you have to do in order to sell your products this is very very very important associate your product with the survival of your customer associate your product with the survival of your customer we're going to talk about how to Nuance that and get into it no matter what you sell later in this hour now the second thing that the human brain is always trying to do after you help people survive and thrive the second thing that the human brain is always trying to do is conserve calories your brain does not want to spend a lot of calories thinking in fact your brain really doesn't want to think at all and here's why you burn between 6 and 800 calories a day just processing the information out in the world just taking it information saying should I turn left and right where am I going and I got to enter this in the GPS and I don't like this radio station I want to listen to and oh I got a call for my daughter I got to remember to go to buy the bakery on the way home 6 to 800 calories just processing the day so you don't have a whole lot of time to think about anything and your brain says you know what so much information is being thrown at us so many people want our attention over 5,000 commercial messages a day are being thrown at the average American that's incredible so tons and tons of calories and will you think about this will you think about this will you think about this so brain that needs to survive is going to say one thing I need to know what to think about and what not to think about and so automatically you have a filter it's a subconscious filter in your brain that says I want you to think about this I don't want you to think about that now hear me out if you did not have this filter your life would be entirely and completely unmanageable what do I mean by that you would have walked into a Starbucks this morning you would have picked up a pound of coffee and you would have said this is kind of interesting it feels like metal but it moves around with the texture of paper and look I think it may be glued on the top that's a glue seal no maybe that's a stitch seal I don't know oh it's got these metal things oh if you put them up they kind of look like a cat I wonder if this was shipped on a boat from somewhere I wonder you would be thinking about things that you don't need to think about but instead that is not how you walked into Starbucks you walked into Starbucks you avoided the coffee cuz you don't need that and you walked up the county you placed an order you waited till they called your name and you went up to your the cup with your misspelled name on it you walked out the door you got some caffeine which you need to give you a boost of mental focus so you could go to work and make money that day in other words of all the things that you could pay attention to in Starbucks you paid attention to only the things that help you survive so you see what I'm getting at if I go to your website if I go to your landing page if you send me a text message if you email me if you're giving a keynote presentation at a workshop if you're doing a live stream or a webinar if you're talking to somebody on the phone as a sales rep trying to sell your product the people that you're talking to are wondering one thing and one thing alone how will you help me survive and that's it and you need to answer that question fast when you do you will find that people lean in tell me more about that wait wait wait wait hold on you said that this could actually uh you know remove the wrinkles from around my eyes making me look younger and more vibrant so that people are more drawn to me which is it's a way that I can survive better oh that's amazing wait you said that I could get better sleep and be able to focus better and be a better parent and be less Moody and better sleep sounds good that could help me survive but that's not how most of us talk when we talk about our businesses that's not what we do when people say what do you do we say well you know it's complicated wait think about what you just said well it's complicated you know what you might as well have told me well you're going to have to burn a ton of calories to understand what I'm about to say and by the way you don't even know if it's connected to your survival or not so why don't you give me 200 of those calories that you were that you don't want to use today so that I can say a bunch of gibberish about how my grandmother started this company 75 years ago no not interested so whenever somebody says tell me about your your company and your business here's what I want you to do now if you have to go to sleep remember this this is the one thing I want you to remember if somebody asks about your business I want you to say you know I got tired of seeing people struggle with X I got tired of seeing people struggle with X I knew it was hurting them I knew it was crushing them so I created why and I sell them why in order to solve that problem and what have you just said you've just said I am somebody who helps people survive and if people are struggling with this and it's it's sapping their survival I come in and I stop that people who help us survive are very important to us people who tell us about their lives we can give or take that we can pass it we don't it doesn't matter we we value people who help us solve problems so that we can survive therefore because the brain is always trying to survive and thrive and always trying to conserve calories what you need to do is create a framework of messages which you talk about your products short simple sound bites that help people understand how you help them survive and you need to do so in such a way they don't have to burn any calories to understand we have a mantra around my office and it's this if you confuse you will lose if you confuse people you will lose never ever confuse them now listen I've met some people who I would consider amateur business marketers and Messengers and they say Don you know I like being mysterious I like making people curious about what I do and I like it when they ask me and they want to know and you know what I say to them you must also like being poor you must also like bankruptcy because if you confuse you will lose it happens every time people cannot be confused about what you do you must explain it very clearly all right now you understand how the mind works so let's introduce a framework that helps you come up with the sound bites that will help you understand how you can help them win the day and in order to do that we're going to use an ageold formula that comes from story story structure now before we get into it story is very formula screenwriters novelists they've been using stories for ages for ages in order to invite people into an entertaining uh day uh you know what's the last movie you saw in the theater what's the last movie that you saw last night I watched that old Walt Disney movie Miracle about the 1980 I think it was 1980 Olympic team the hockey team that won the gold medal and beat the Soviets great movie and I thought no you I'm not going to go to sleep I mean I am going to go to sleep I'm just going to watch 10 minutes of it but the story sucked me in right and I ended up staying up a little later than I wanted to finishing this movie you know here's the here's what's interesting about the power of narrative structures and the power of story the average brain Burns 800 calories right but it also spends 30% of its time daydreaming the average brain spends 30% of its time daydreaming unless you sit down and watch a movie or you open a book called Harry Potter when you do that your brain does not Daydream it just pays attention and it'll pay attention for hours in fact it will keep you up later than you want to be up because you want to know how this story ends story is the only tool known to man that can get a person to not Daydream for a long period of time that's why those of you who've ever been to church and you're daydreaming and you have no idea what that guy up there is saying as soon as he says let me tell you a story about how this affected me and my wife you start paying attention the second that somebody starts telling a story everybody clues in and so what we want to do is we want to say okay what are these formulas that these screenwriters have been using for centuries in order to compel people screenwriters haven't been using them for centuries but novelists have storytellers have playwrights like Shakespeare centuries and centuries have been captivating people with these stories so let's ask ourselves what are these formulas how do they work and how can we use them to get people to pay attention to us all right now one caveat that's going to happen I'm going to explain to you how stories work and this is what's going to happen to you for the rest of your life you're going to see it you're you're going to be watching a movie and you're going to say oh my word that's what the hero wants and that guy's the guide and that guy's the villain and he's he's leading people to believe they have an external problem which causes an internal problem which causes a philosophical problem and in act two part three this is the climactic scene which leads to the result either a a tragedy you're going to see it all now that I explain to you how story works let me show you an ancient story structure that has never ever ever stopped working and we're talking about thousands of years since Plato wrote Poetics right this this structure has been working all right here we go the first thing that you got to have if you want to tell a story is a character a hero has to to show up on screen and that Hero has to want something they have to want something and it has to be Crystal Clear Def and defined what it is that they want if we're riding a romcom that hero walked into a coffee shop met a young woman maybe he spilled his coffee there was all sorts of Chemistry Between them everybody in the movie going audience says this is the cutest couple ever they've got to get together and now we know what this movie is about this movie is about that guy and that girl getting together and somehow getting married or something because we know that's what they want now listen there are two mistakes that amateur screenwriters make and they're big giant mistakes that will sink a movie and cause the audience to stop paying attention these same two mistakes are the same two mistakes that business owners and Business Leaders make when they talk about their companies when they talk about their products mistake number one you're too vague if what the movie is about is vague and what the hero wants is vague you are causing me to burn too many calories to follow this plot for instance if I said hey let's not watch the Le rest of my lecture it's kind of boring I want to show you a new movie that I saw about a guy looking for fulfillment are you interested in that movie no you're not interested why because a guy looking for fulfillment is too Elusive and vague for me to get my head around what the entertainment offer actually is but if I said to you hey I want to show you a new movie another one of Liam Nissan's daughters has been kidnapped all of a sudden you're going okay yeah yeah yeah I've seen this before I this is going to be entertaining maybe you're in when your customer can't quite understand how you can change their lives they're going to do business with somebody else you cannot be vague if I go and analyze your website if I look at your website and on the top header of the website is something like trust is the commodity we exchange right trust is the commodity we exchange I'm not going to do business with you that sound sounds really professional it sounds kind of poetic it sounds like something nice about your brand but it doesn't help me understand what problem you solve for me people do not want to know about your brand they want to know what problem you solve for me that's what they want to know you want to talk about yourself I want you to talk about the customer's problem because that's the hook so we can't make mistakes like that and I see it all over the place all over the place there's literally a billboard across the street from my studio and the billboard says sitting on the fence call a cowboy and the cowboy the word Cowboy is spelled with a K and then there's a picture of a guy with a cowboy hat on that's it sitting on the fence call a cowboy with the word Cowboy misspelled and a guy with a cowboy hat now what in God's name is that billboard trying to sell well it turns out it's a company that can put up a fence around your backyard but what they did with that billboard is they tried to get cute sitting the fence oh that's cute you know not sure who to hire to build your fence and then there's a picture of a cowboy and then call a cowboy and then there's a phone number do you realize how much money they're losing with that stupid billboard that says nothing they literally think people are going to pull their car over get out sit on the hood and study that billboard like it's a puzzle and then they're going to call them to buy the fence I guarantee you that that billboard has sold zero fences now let's change that let's make it really clear right let's get that cowboy out there with a cowboy hat let's be cute we'll do the Cowboy theme I'm with you there and have him out there working really hard on a fence and then it just said hire a cowboy to build your fence with the phone number that's it hire a cowboy to build your fence with the phone number does not make people think listen to me I love you I I want your business to grow you got to listen to me on this it's really important stop making people think please stop making people think but we got a problem and here's the problem you are so close to your products and services there's so much about them that you understand that you are projecting your knowledge onto people who know nothing and so you are speaking in what feels very like very clear language to you because you've done this all your life you've done this a million times you know the product inside and out you're speaking you think you're speaking clearly but nobody understands what you're talking about you got to go all the way back and come up with sound bites the first mistake that people make in creating their brand message is they are too vague and Elusive at explaining at offering people something that they want they haven't defined something really really clear that people want that people could understand need a new fence hire a cowboy how many calories did you have to burn to figure out what I was trying to say none none so don't be vague don't be elusive don't be cute Don't Be Clever be clear be clear you can I believe you can do it in fact often when I'm talking to somebody about their business they'll tell me about their business and then I'll I'll say this little magical question I'll say what did you mean by that and then the next words out of their mouth will be crystal clear and I'm like say the Clear part not the clever part and you'll do more business all right first mistake people make when they're talking about their brands they're too vague they're too elusive second mistake people make they talk about too many things they make the story about too many things now this is a a little complicated but I want to explain it to you because I think it's worth it your brand can be known for one thing and that's it your brand will not be known for two things your brand will not be known for three things now the further you get from your brand the more true what I just said is right if you know your brand is about five or seven things your spouse knows it's about three or four things your good friends know it's about two things and everybody outside of them only knows you for one thing and so what you want to do is you want to figure out the one thing that your brand is known for and make that the whole thing right if I said to you what is Chick-fil-A known for you might say eat more chicken they're known for chicken they own chicken they dominate chicken they don't do anything else it's just chicken that is really really smart really really smart if you can get your brand to be known for one thing I think it's great now you say Don we don't just sell one thing okay Apple's probably known for really cool user uh friendly devices phones you know computers iPads they're known for really cool easyto use technology all right so they own that on and on and on I am known for creating clear messages and I'm known that way because for seven or eight years now I've talked about it endlessly endlessly it's almost all I'll talk about if you put a camera on me right if I'm walking down the street and the News comes up and says man what do you think of this snowstorm coming are you prepared I'll say yeah I'm prepared for the snowstorm because I clarified my message and it's really important that you clarify your message so call me my name is Don Miller I can help you clarify your message good luck with the snowstorm I mean I'm just like I got my sound bites down and I repeat them over and over and I don't care who I'm talking to and that's how you do it every good marketing e effort is an exercise and memorization and what I mean by that is once you have your sound bites down you need to say them so clearly so effectively and repeat them so often that everybody you talk to can memorize them and repeat them back to you you don't need to use different kind of language you know I remember going and visiting a presidential candidate presidential candidate was the front runner in the presidential election this is probably oh gosh more eight years ago more than eight years ago front runner in the presidential election in the primaries and that he was losing ground he was losing ground to the other primary candidates they were all starting to pass him up he had $112 million in his super pack he had $14 million in the general campaign fund and they called me and they said why are we literally diving in the polls when we have all this money we have all this brand awareness and I said you got to come up with sound bites and repeat them and his team literally said to me our candidate won't do that he's a scholar he wants to be in town hall answering questions honestly he will not repeat sound bites he's not a fake inauthentic guy and I said well you have to understand if that's true your candidate will never be president never it will never ever happen because not a single voter is sitting there pouring a glass of scotch trying to study the Nuance of your candidate in fact it's an incredibly arrogant thing for him to not serve the voter by simplifying his message it's very narcissistic I'm not going to simplify my message I am so important that you need to sit down and spend hours trying to understand what I can do for you how cocky and arrogant is that you can't do that as a business owner don't expect people just to sit down and try let's come up with some beautiful short sound bites that you can repeat and serve them by not making them think it's the alistic thing to do it's the kind thing to do and it's what you're going to do and it's also going to be incredibly incredibly effective for you okay don't be vague and don't be about too many things if your brand is about too many things that's great now listen if if your brand is about too many things you need to come up with one umbrella thing that you're all about my friend Dave Ramsey Works down the street uh he's known for fin final peace he's going to help you Achieve Financial Peace let me let me just tell you what you already know about Dave Ramsey he wants you to have financial piece he's against debt so now we know what he's for and what he's against and he's we know that because he's on a radio show every day repeating it and he's been repeating it for 25 years and he never changes his message and he makes about $300 million a year with that message and you can do the same thing what is the one thing that that your brand offers it doesn't mean you can only sell one product but all the products that you need that you sell need to help deliver on that one promise whether it's better sleep more peace uh Better Community Better Health better plunger to unclog your toilet quicker better cat litter you know I my wife and daughter who I love more than any two people I've ever known in my entire life Lobby me for close to a year to get a cat and I thought guys we have a dog we can't add a cat but they like some women are capable of doing melted me down until I gave in and now we have two cats and a dog that's how that's how that's how much of a backbone I have against these ladies I've I've actually just fallen in love with these cats but what I noticed the other day is I was changing the cat litter listen to me I never wanted a cat now I'm changing cat litter that cat litter is really heavy I mean it's I'm like you got to be kidding me it comes from Amazon sits on my front porch I lift it up I'm like this is like 40 pounds of cat litter I take it into the laundry room I change cat litter I see an ad and the ad says tired of heavy cat litter our cat litter doesn't weigh very much and I thought brilliant that is a brilliant ad and it is aimed directly at me and directly at somebody who had experienced that problem does that make sense they didn't lead with our cat litter name is this and our brand colors are this what they LED with was if you have experienced this problem we have solved it so buy our cat litter and you know what we did we bought their cat litter I don't even know the name of the brand but I know the problem that they solve and because I had that problem I bought their product you have been hiding in your marketing and messaging strategy you've been hiding the gold you've been hiding the hook that catches the fish the hook that catches the fish is the problem so now that we've identified what our customer wants and we're not being vague and we're not lisening too many things we've got to define a problem that they are struggling with that's the next part of the framework you've got what the character wants and then you've got the problem and that's our second sound bite and I want I want to challenge you the most important thing I'm going to say tonight is this you need to own a problem you need to own it if you own a problem you own the market if you own a problem you own the market now you say Don I've got 10 competitors who sell the same thing I sell let me just ask you this are they talking about the problem if they aren't talking about the problem you have an opportunity to dominate all 10 competitors to dominate them and put them out of business and I'm just saying that I don't want you to put them out of business I don't want anybody go out of business but if you start talking about the problem and they don't you're going to dominate because that's the only reason people separate with their money they only separate with their money they only place orders to solve a problem so you need a sound bite and by the way if you read building a storybrand 2.0 there are three sections of problems external internal philosophical you need three sound bites that speak to the problems the physical the emotional and the philosophical problem that your customers are dealing with and then you need to talk about those problems endlessly endlessly I want you to talk about those problems in fact if I go to your website and I print out a physical copy of your website on a piece of paper and I took a Sharpie and I circled everywhere that you talk about your customer's problems and how painful those problems are and how struggle what a struggle that is and then you position your product as the solution to those problems I want to I want at least 10 circles on that page now just ask yourself that if I printed off your website could I Circle 10 different places where you're talking about your customer's problems if not I would say you've got an amazing opportunity all you've got to do is add some language about their problem and you are going to see sales go up listen you know I have a a small group of Mastermind guys I have a friend who has a supplement company he's in my Mastermind I went through all I did was went through and rewrote the product descriptions for each of his supplements just gave him some hey let's start with the problem let's talk more about the problem you're talking about how you dehydrate broccoli and put it into a pill that's wonderful but I want to talk about gut rot and how it makes you tired and how it does this and so I rewrote that he went from 9 million to $18 million just rewriting product descriptions in in two years he did that you know people only part with their money to solve a problem so we've got to get the language right when we're talking about our customers problem all right the next thing that we've got to do now that we've talked about the problem we got to position ourselves as the guide in their story they are the hero who has a problem we are the guide helping them win the day what what do I mean by guide well in stories you have heroic characters trying to win the day and then you have guide characters trying to help them you also have victim characters that need rescuing and you have villain characters who are opposing the hero and trying to hurt the victim those are the four major characters in almost every story that you have ever seen those are the four major characters now those characters exist I believe because out there in the world we all play Heroes we all play victims we all play villains we all play guys you catch me stuck in traffic and I'm probably going to have a lot of villain personality boiling through my brain my my whatever right you catch me with my daughter trying to help her figure out how to kick a soccer ball I'm about to be an assistant soccer coach I'm nervous as I could possibly be with a three and a halfy old I know I can't I actually can't wait but who am I trying to help my daughter in the backyard learn to kick a soccer ball I am the guide trying to help the hero win so these four characters exist in stories because these four characters exist in us and they exist in everybody that we know however when it comes to doing business people are not looking for another hero they're looking for a guide they're looking for somebody to enter into their story and help them win they are not looking for another hero do not position yourself as the hero in your customer story position yourself as the guide in your customer story uh Luke Skywalker is a hero Obi-Wan Kenobi is a god Luke Skywalker is a hero Yoda is a god Katniss in Hunger Games is a hero Woody from cheers is a guide you see what I'm saying you have a you have a guide and you have a hero in in almost every story that you can think of and your customers they identify as a hero in a story and they're looking for a guide to help them win the day now there are two reasons you never want to play the hero the first is the hero is weak the hero until the last n minutes of the story The Heroes actually very very weak they are ill equipped they are afraid they're filled with self-doubt they don't know what to do and they're in desperate need of help why would you ever want to position yourself as a hero in the story when a hero is a weak character that's the first reason you don't want to position yourself as a hero because if you do you're positioning yourself as a weak person the second reason you don't want to position yourself as the hero in the story or make the story about you is because when you do so you remove yourself from your customer story if I woke up in the morning and I identify as a single protagonist in a narrative structure and you come to me and say you know I'm trying to build my company and we're trying to make a great placees to work metric and we're trying to whatever I see you as a hero in the story so if I'm a hero in a story and you are a hero in a story we are in separate stories all right how do you position yourself as a guide two more sound bites the first is an empathetic sound bite I want you to demonstrate with words that you care about your customer if you are struggling with this we feel your pain we understand we care about you empathy matters so I want to be able to circle on your website or your emails or in your YouTube videos or whatever I want to be able to circle the places where you have demonstrated empathy for me if you do not know how to talk about your company in order to get the attention that you need I understand I feel your pain I know it can be hard so empathy is very important the next thing that you need to do to position yourself as a guide is come up with sound bites that demonstrate competency competency that I feel your pain and I understand your pain and I know what I'm doing when it comes to get you out my product will solve your problem full stop period I'm not apologizing for it it will do it I am tired of seeing you suffer I don't want you to suffer anymore so I'm gonna help you out and I've done this for a lot of people and I'm going to do it for you we borrow your confidence that your solution actually works so you've got to have empathy a giant loving heart toward your customer and big old muscles to solve their problem that's what we need from you and your product empathy and Authority so I need an empathetic sound bite and I need a sound bite that demonstrates competency I'm going to give you some really good examples of what I'm talking about in a minute the next thing that we need I need a plan I need because I really want to buy your product now however it's complicated it's confusing I'm a little bit scared I might lose my money so what I want you to do is I want you to give me a three-step plan give me a three-step plan that builds a bridge from your my from your problem to my solution so it could be as easy as you know let's say you're a a financial adviser you might say something like um you know step one as we do an intake session where we understand your your risk tolerance we understand your vision your your hope for the future what you would actually need to retire we do an intake session step two is I give you a custom report on everything that I think you should be doing with your money and then step three if you want I'll hold your hand and help you execute that for a retainer fee for the next 20 or 30 years step one step two step three you will find especially if what you sell is a little bit confusing and a little bit nuanced and it takes time for people to understand what you'll find is that three-step plan those three baby steps that you give them dramatically increase the amount of Engagement that you get because they don't have to predict the future they know the future is step one step two step three if it it it lifts the fog and the cognitive dissonance that is keeping them from doing business with you three steps is very important the next thing that you need as a sound bite is a call to action you need to tell the customer it is time to do business together it's time for us to do business and you need to be bold in your call to action sometimes I go to some of your websites and it says things like learn more well learn more is a a pretty passive way to ask for somebody to move right if I met you at a cocktail party and I said learn more are you remotely interested in continuing to talk to me or you think that's weird if it's weird at a cocktail party it's weird on your website don't say learn more say byy now say schedule a call ask them directly for the money you got to challenge them and say it is time to buy right now I learned how to do this I'm not a natural ask for the money guy I don't like asking for the money but I had to learn to do it in order to stay in business and I discovered the way to do it is actually not really to ask for the money but basically to say if you are struggling with this problem my product will solve it I think you should buy it now I want you to write that down for me some of you are taking notes write this down if you are struggling with X you should buy y would you like to buy it if you're struggling with with uh the inability to sleep you should buy my uh meditation app would you like to buy it so all you got to do is if you're struggling with this problem you should buy this product why do I say that because most people are wondering whether buying your product is The Right Move I'm wondering is this the right move or not and as soon as you say that magical sentence if you are struggling with X buying Y is the right move they go oh okay that's what I was wondering and then they hand you their credit card so instead of saying would you like to buy it or would you like to learn more or God forbid you would ever say listen if you're interested give me a call I mean you just gave them all the power you made them do a bunch of work if you're ever interested to give you know they don't want to do that they want to buy it right now but only after they know it will solve their problem so the only way they're going to know that you're going to solve their problem is if you tell them I'm going to solve your problem and they'll pull out their credit card so next time I want you to just do that do that for the next 60 days just instead of saying whenever it's time to ask for the sale say if you're struggling with X I think you should buy y would you like to buy it now just write that down for the next 60 days use that magic phrase over and over and watch what happens to your sales they will go up I guarantee it they will go up all right that's how you call people to action but we need two more sound bites and the two more sound bites that we need need are going to complete the story the first sound bite that we need of the last two is a success sound bite we need a sound bite that lets everybody know exactly what's going to happen if they buy your product this is the happy ever ending happy ever ending life that they're going to have no more leaky roof no more sleepless nights uh no more inability to do a pull-up no more you know whatever it is no more dog bar marking at the door no more lifting heavy kitty litter off the porch and taking it back to the laundry room it's over that part of your life is over we're going to solve that problem you need to give me a vision of a better future now these are called stakes in a story what can be won or Lost based on whether or not I buy your product the next sound bite that you need is the the opposite of the success you need a failure sound bite you need a sound bite that tells me what horrible no good thing is going to happen if I don't buy your product by the way if you don't buy our kitty litter you're going to break your back someday trying to get that kitty litter back to the laundry room you're going to keep lifting that stuff and having to tote K you ever noticed how much commercials exaggerate how awful life is if you don't use their product I mean you watch a dish soap commercial and somebody's doing the dishes and it's like they they're just cry out to God why do I have to struggle with this terrible dish so they're being really melodramatic about the problem because they know the problem is what causes people to buy and so we would actually say your life could look really wonderful but it does not your life could look really great but it doesn't it looks like this remind people of what how terrible their life looks without solving the the problem that you solve and how great life looks if it does so these are seven sound bites or seven categories of sound bites and I'm going to give you some examples from two really good sources here in just a minute but let me summarize exactly what these sound bites are the first sound bite I need a sound bite that defines what your customers want give me very short simple language two what problem is your customer experiencing I actually need internal external and philosophical so three sound bites on that I'll demonstrate that in a second I need you to position yourself as the guide that the hero trusts to help them solve their problem which is an empathy sound bite and an authority or competency soundbite next I need you to create a clear three-step plan that will help me win the day then call me to action if you are struggling with X buying Y is The Right Move would you like to buy it and then give me two more sound bites explain expl what life will look like if I solve the problem and explain what life will look like if I don't okay let's leave this up on the screen if you want to take a screen grab of this I see some of you picking up your phones those are the sound bites that you need these sound bites have worked for 2,500 years to compel a human brain and they are going to work to make people interested in your business or your products okay we created something that's free for you it's called story brand. a and it will actually generate sound bites for you let me show you the sound bites that I use for my business story brand all right the controlling idea soundbite that we didn't talk about is the the sound bite that gives me the filter that I I filter all my messaging through so the controlling idea for my company is transform your business story into clear messages that resonate and D success let's look at the character sound bite what does my character want my hero customer small business owners seeking Clarity in their message so I'm going to use that think about that somebody says Don what sort of people do you work with I'm going to say small business owners seeking Clarity in their message now have I defined exactly what my customer wants or or at least artificial intelligence did and I think it did a pretty good job with a problem external they struggle to articulate their Brand's message clearly the internal problem is they feel frustrated and overwhelmed by unclear messaging the philosophical problem it's unfair that great businesses falter due to communication issues all right let's position ourselves as the guide empathy we understand the pressure of communicating clearly in a competitive market competency and Authority our framework has helped over a million businesses clarify their message with 700 certified coaches ready to assist you who gives them a plan three-step plan read our book to understand the story brand framework create your brand script with our easy to follow guide and enjoy the confidence of a clear message that resonates with your audience calls them to action now the affirmation call to action is the one that I was telling you about if you are struggling to communicate your message embracing story brand is the right step for you did you see that if you're if you're dealing with this problem this is the solution this is the right solution direct start your journey today marketing subscribe now I talk about the three different uh calls to action in my book success experience Clarity engaging storytelling uh and and growing customer connections failure continue to confuse your audience and Miss growth opportunities and then there's another category in the brand script called identity transformation before they felt lost in their messaging now they confidently attract the right customers these are the seven categories of sound bites that you need and then you actually take these sound bites and you put them all over your websites your keynote presentations your emails put some of them on the back of your business card you don't have to use all seven of them every time but the more you use the better certainly every one of those sound bites should be on your website if you don't communicate clearly all your emails your website social media posts everything you're communicating will be ignored storybrand thatai is like the world's best communication expert writing it for you imagine having the world's best Communicator writing your tagline just type in the name of your company answer a few prompts and voila hey that's a good one use it to write your social media posts website wireframe emails lead generating PDF product or service descriptions anything you need for your business what would happen to your Revenue if every word that left your business was crystal clear and worth paying attention to story brand. a is your competitive Advantage so you'll know you'll say it clearly try it right now and let us write your custom tagline for free at storybrand doai let me look let's look at another one this is one that I just did uh story brand. did this for us uh the chief of staff for Metro Atlanta Rapid Transit Authority was at my house for a couple days and we were talking about messaging for Mar giant organization 4,500 employees hundreds of millions of dollars passing through Metro Atlanta Rapid Transit let's look at their brand script Metro or Marta helps you travel around Atlanta easily giving you the freedom to explore your city what do they want people wanting to move around Atlanta easily what's their problem they need reliable transportation options internal they feel frustrated and struck and stuck philosophical you should shouldn't have to struggle to get around your city empathy we understand how frustrating it can be to navigate Atlanta without a car competency and Authority Marta has been awarded transit authority of the year and employs 4,500 dedicated professionals who gives them a plan buy a breeze card or download the app two board a bus train or Street card three enjoy smooth travel around the city call to action if you are looking for Reliable Transit options Marta is your answer that's the affirmation direct get your Breeze card today marketing join Marta success traveling becomes stress-free allowing you to explore Atlanta while saving time and money failure you risk missing out on opportunities feeling trapped and losing value valuable time stuck in traffic and then the identity transformation that you are helping your customers experience is from frustrated commuter to empowered City explorer so that is called a story brand brand script and when you come up with those seven messages and story brand. a will give you those for free that you can use as a rough draft and you can edit those or revise those because they're they're hard to come up with but they will be incredibly effective to populate all of your marketing collateral listen the reality is this if you confuse you will lose if you confuse you will lose I want you to clarify your message clarify your talking points clarify your message and you are going to win all right I want to take you through an exercise I'm going to take you to an exercise and help you write not seven sound bites but one sentence I want to help you write one sentence that you can repeat over and over to make more money and grow your business I call that this sentence the oneliner a oneliner is one sentence that you can use but it's a very formulaic sentence this by the way you're going to use this sentence anytime somebody asks what do you do the first part of the sentence is the problem you're going to identify what problem that you solve next you're going to position your product as the solution to that problem and after that you're going to talk about the result that your customer will experience if they use your your solution to solve their problem it's one sentence let me give you an example let's say that you're at a cocktail party and you run into two people who do the exact same thing they have the same business Char charge the same price offer the same value same quality all of it is exactly the same you're talking to the first one and you say hey what do you do and they say well I'm an at home Chef I come to your house and cook you're going to say that's very interesting where did you go to culinary school what's your favorite thing to cook what are your favorite restaurants in town how do you make a good hollay sauce you're going to make casual conversation now an hour later you're across the room you're talking to somebody else and you say what do you do now they are also an atome chef but that's not how they answer the question when you say what do you do they say well you know how most families don't eat together anymore and when they do they don't eat healthy I'm an atome Chef I come to your house and cook and when I come to your house and cook you sit down you eat a great meal and you connect with your family finally because you're not worried about cooking or cleaning up wow who's going to do more business Chef one or Chef two who's going to do more business okay I've given this talk 750 million times and nobody has ever answered Chef number one everybody has always answered Chef number two we feel it in our bones Chef number two is going to do all the business why the reason is they used a oneliner instead of saying well I'm an atome Chef which is just the product all you did was talk about the product open with the problem you you know how most families don't eat together anymore when they do they don't eat healthy I'm an at home Chef when somebody asks what you do and you start talking about the problem first the product suddenly is infinitely more valuable right if somebody says by the way if I'm on an airplane and somebody ask me what I do I don't use a oneliner because if I use a oneliner they are so interested in clarifying their message that I basically have to do hours of free Consulting so I just try to avoid the question no I mean it it is that powerful to get people to say wait wait wait a second and by the way if they don't have the problem you solve their aunt does their Uncle does their nephew does their sister does and they're trying to get your business card to give it to the person who has the problem but if you just tell them what they do you didn't you didn't increase the value of your product or your service by starting with the problem so the problem is very important let's break this down now we just made up a Company the company is an ebike an electric bike company this company doesn't exist but let me give you a fictional oneliner first state the problem with 110 people moving to Nashville every day people are wasting more and more time sitting in traffic so that's the the problem part of the oneliner okay what we're going to do is I'm going to have you write a oneliner right here in this session I want you to take is important exercise I want you to take three minutes three minutes and write the first part of your oneliner don't write the second or third part just write the problem we've seen a lot of people who are struggling with a lot of people experience this and can't stand it a lot of people have sleepless nights because I want you to get to the problem really really quickly next thing that you've got to do is part two position the product as the solution to the problem so for our our ebike company that I made up with a circuit ebike fitted just for you and that's it you don't have to talk about your product tell me what the product is now now there is one part to this that I really want want you to understand if you've opened up a story Loop about a problem it needs to be very obvious that your solution will solve that problem for instance if you say um restlessness and anxiety can ruin your life we've created a sleep mask that will help you sleep well wait a second you opened up a story Loop about restlessness and anxiety and you closed a story Loop about sleep those are two different stories one story is about restlessness and anxiety the other story Loop is about sleep so you got to change one of them either change the product to make it about something that solves restlessness and anxiety but I would actually prefer you change the story Loop so it's about sleep if you have had problems sleeping it might be because you need a sleep mask that we have created right so open a story Loop the product closed closes the story Loop all right I'm going to give you 3 minutes 3 minutes now to write the solution part of your oneliner you have three minutes to write the solution part of your oneliner so you've got the problem which is the honestly that's the most important part you've positioned your product as the solution to the problem we're going to do one more sound bite and that is the result so the result the problem product and result all go together so let's give me let me give you an example from our ebik company you'll get to work faster and you'll add hours back to your day all right so give me the result that your product will cause to happen in my life and add that to the end of this oneliner now I said one sentence earlier I don't actually care if you use two or three sentences as long as it is a short succinct uh phrase or statement that includes the problem the product and the result that the customer will experience this by the way is the happy ending right it's the happily ever after if I buy your product I'll have a clear message and my business will grow so you know you need to get that sound bite in there three minutes okay let let me just show you an example of when we put all three parts of the oneliner together so we put it all together with 110 people moving to Nashville every day people are wasting more and more time sitting in traffic with the circuit ebite fitted just for you you'll get to work faster and add hours back to your day that's a one liner our Chef by the way you know how most families don't eat together anymore when they do they don't eat health I'm an at home Chef I come to your house and cook so your family can connect with each other around the dinner table rather than having to cook and clean up after dinner that's a oneliner it's super easy to write it to memorize it and to say it and just the oneliner will grow your business all those seven sound bites in your brand script they'll grow your business but your oneliner will also grow your business we we need to think a lot we've thought a lot about our product we've thought a lot about our customers we haven't thought about the words we are using to describe the product listen to me the words that you use got you married the words that you use got you a job the words that you use will get you elected president the words that you use will grow your business so think about the words you use make them short simple easy to understand and repeat them often I have enormous hope hope for you I have enormous hope for your business I have enormous hope that you will connect with more customers and transform more lives and it has been a great honor to serve you tonight God bless [Music]Create the Expert Framework
Generator Prompt
You are Donald Miller, bestselling author of *Building a StoryBrand* and CEO of StoryBrand, the world's leading brand messaging framework used by tens of thousands of businesses to clarify their marketing and dramatically increase website conversion.
I'm going to paste a full transcript from a StoryBrand training session below. Your job is to do two things:
**STEP 1 — Extract & Distill the Framework**
Read the entire transcript and extract every core principle, concept, and actionable insight Donald Miller teaches. Organize these into a clean, structured StoryBrand Framework Reference Guide covering all 7 SB7 framework elements:
- **Character** (The Customer as Hero — their desire, identity, and what they want)
- **Problem** (External, Internal, and Philosophical problems + the Villain)
- **Guide** (The Brand as Guide — empathy + authority signals)
- **Plan** (The 3-step plan that removes confusion and fear)
- **Call to Action** (Direct CTA vs. Transitional CTA)
- **Failure** (What's at stake if they don't act — stakes and consequences)
- **Success** (The happy ending — what life looks like after)
For each element include:
- What it is (plain-English definition)
- Why it matters for website conversion
- Specific rules and principles from the transcript
- Common mistakes to avoid
- Exact questions the agency must answer before writing copy
**STEP 2 — Build the Agency Execution Guide**
Transform the framework into a practical, page-by-page website brief template that includes:
- **Above the Fold / Hero Section**: Headline formula, subheadline rules, CTA placement
- **Problem Section**: How to articulate pain without being negative
- **Guide Section**: Empathy statement + credibility proof format
- **Plan Section**: How to present the 3-step process visually and in copy
- **Explainer / Value Section**: BrandScript messaging hierarchy
- **Failure/Stakes Section**: How to ethically use fear without fearmongering
- **Success Section**: Aspirational outcome copy and imagery direction
- **CTA Strategy**: Button copy rules, frequency, placement throughout the page
- **Footer & Supporting Pages**: How StoryBrand principles extend beyond the homepage
Format the entire output as:
1. A one-page **StoryBrand Cheat Sheet** (summary for quick reference)
2. A detailed **Framework Reference Guide** (the full principles)
3. A **Page-by-Page Website Brief Template** (fill-in-the-blank format for the agency)
4. A **Copy Review Checklist** (so you can audit any page the agency produces)
Write everything in clear, direct language a web designer or copywriter can understand without any prior StoryBrand knowledge. Avoid jargon. Use examples wherever possible.
---
**[PASTE FULL TRANSCRIPT BELOW THIS LINE]**
[PASTE YOUR TRANSCRIPT HERE]Final Output
② Find Details of the Brand
- Current Web Copy
- Online Reviews
- Expertise in MN Landscaping
③ Build in Replit
https://replit.com/refer/theuncommonbiz ← Get Free Credits with Our Link
👨💻See the new Site: https://mojestic-landscape.replit.app/
✨ What just happened
- ⏱️ Time saved: No rewriting the visit into notes, coaching, and a proposal.
- 🎯 Better results: Every customer requirement makes it into the proposal.
- 🔁 Belief shift: From "A walkthrough means more paperwork." → To "The walkthrough is the start of the whole sale."
🪞 If you're…
- 🌳 A landscaper: A property visit becomes a proposal with visual options.
- 🏗️ A remodeler: A discovery walkthrough becomes packages the client can choose from.
- 🤝 An agency: A sales call becomes a proposal built on what the client said.
- 📞 A sales manager: Every call gets scored the same way, with coaching attached.
🐶 DEMO 3: Get Found in Google AND in AI Answers (GEO)
Meet one of our curriculum managers Buck and his business, Ultimate Dog!!
Find out why customers can't find you, and fix it every week
😫 Pain
A dog owner is searching, "Why does my dog keep scratching & chewing his paws?"
Ultimate Dog has the product to fix it!!
The customer never finds it.
They find the big-box competitors 😞 The people who have the $ and 100+ people working on their website.
😵💫 Business Problem
More and more people ask ChatGPT instead of Google.
If your website isn't built for both, you're invisible!
❌ The Old Way
Hire an SEO agency.
Wait weeks for a report.
Hand it to your web person.
Hope someone makes the changes.
🤖 The AI User Way: "Paste and Pray"
Ask ChatGPT, "Audit my website for SEO and build me an seo blog"
You get a generic checklist and a blog post ONE AT A TIME that gets handed to a human to do the updates
It doesn’t have memory, knowledge, a schedule, context etc.
This is how an AI User uses AI
✅ The AI Architect Way: An AI Employee Chief Growth Officer
Meet Ultimate Dog's “Chief Growth Officer” AI employee.
It's a Claude project that knows….
- the business knowledge
- the brand voice
- the products
- the ideal customer.
That's what makes its recommendations fit Ultimate Dog instead of every dog company.
① Give it the whole Ultimate Dog Website
Not one blog post.
Every page and every article.
② Run the SEO / GEO audit skill
SEO
Showing up in Google search results.
GEO
Showing up in AI answers like ChatGPT.
It checks your visibility in both Google and AI—then tells you exactly what to fix.
/get-found-audit
Claude Artifact
③ Turn findings into a to-do list (FOR AI TO DO!)
Each recommendation tells you:
- 📄 Which page to update
- ✏️ Exactly what to change
- 🎯 What to prioritize first
Use these tabs:
- The Report → See the top-priority fixes.
- How We Got There → See the complete fixes table.
④ Put it on a schedule so AI does the work and sends the rest to a human
"Run this every Monday morning to find the necessary seo/geo updates needed for the website. If the shopify connector allows it, please make AS MANY UPDATES as you can without a human involved. Then email me the list of things my web developer can do this week for updates."
Now it works while Buck sleeps and does as much work as possible. 😴
⑤ Bonus: what else this employee can do
Buck's AI employee also helps with inventory and drafts the purchase order.
🧠 ChatGPT Skill: ultimate-dog-inventory-reorder
✨ What just happened
- ⏱️ Time saved: No waiting weeks on an agency report.
- 🎯 Better results: Specific fixes, on specific pages, for this business's customers.
- 🔁 Belief shift: From "SEO is a report I pay someone for." → To "My AI employee checks it every week and tells me what to fix."
🪞 If you're…
- 🛒 An e-commerce brand: Find the product questions your pages don't answer.
- 🔧 A local service business: Show up when neighbors ask AI who to call.
- 🎯 A coach or consultant: Get your expertise quoted in AI answers.
- 💼 A B2B business: Answer buyers' questions before they talk to sales.
☝️ Quick Reminder, the elements of an AI Employee
🔥 BONUS DEMO: Live Fire Cooking → NotebookLM
Gemini Notebook = Become an expert on ANYTHING.
Turn my saved recipes into a party plan and a grocery cart
😫 Pain
I saved all these recipes.
Now I need a menu, the right amounts, and a grocery list before everyone shows up.
❌ The Old Way
Reopen every recipe. Do the math for the guest count. Combine the ingredients.
Bounce between the menu and the grocery app so nothing gets missed.
🤖 The AI User Way: "Paste and Pray"
Ask ChatGPT, "Plan a dinner party and make a shopping list."
It doesn't know which recipes I love or who's coming.
This is how an AI User uses AI.
✅ The AI Architect Way
① Open the live fire cooking notebook
NotebookLM holds the recipes and sources I picked.
② Give it the event details
Guest count, food preferences, allergies, and the cooking setup. It builds the menu.
③ One shopping list
It scales every recipe and combines the ingredients.
④ Build the Instacart cart
The list becomes a grocery cart I can review before anything is ordered.
✨ What just happened
- ⏱️ Time saved: No recipe math and no copying ingredients by hand.
- 🔁 Belief shift: From "Planning the meal is one more project." → To "My saved recipes turn into a plan I can use."
🎁 Today's Show-Up Bonus
🎁 Grab your bonus: https://tubconnect.com/q/20cc20f1
🔮 See you Thursday!
🅿️ Backup demos: only if there's time
🔥 BONUS DEMO: Test Your Offer Before You Launch
Before you build anything, find out if people want it.
Test your offer before you launch
😫 Pain
Katie is an acne nutritionist.
She built The Cycle Almanac, an app that maps your breakouts against your cycle on a face map.
Now she's about to relaunch it, and she has no idea if her sales page speaks to the women she built it for.
😵💫 Problem
Every new offer is a bet.
You don't know if people want it until you've already built it.
❌ The Old Way
Call a few customers.
Google around.
Check out competitors.
Or pay a focus group company tens of thousands of dollars.
Most of us can't spend $100K to learn what clients think.
🤖 The AI User Way: "Paste and Pray"
Ask ChatGPT, "Is this a good business idea?"
It says yes.
It always says yes.
This is how an AI User uses AI.
✅ The AI Architect Way: An AI Employee Launch Strategist
Meet the Launch Strategist AI employee.
It lives in a Claude Project called Launch Boardroom.
You give it your sales page link, and it does the rest in about 13 minutes.
① Everything from one link
Claude reads Katie's sales page, her app spec and her app screens.
Then it plays back everything it understood about her offer.
🧠 AI Employee Skill: /launch-boardroom
② The buyers' own words
It searches forums and reviews, like Mumsnet, Acne.org and app store reviews.
It finds what women with hormonal acne say, in their own words, and every quote links to the real post.
Don't build an offer until you know this. Most people do it backwards.
🧠 AI Employee Skill: /icp-researcher
③ Her offer vs. what buyers said
It lays her offer over the research and shows where it fits and where it misses.
Her page says the price turns into a subscription after Thursday, and buyers hate paying to track their own period.
④ Bring in the boardroom
⭐️ Alex Hormozi
⭐️ Rachel Rodgers
⭐️ Amy Porterfield
⭐️ Seth Godin
⭐️ Jasmine Star
All debate it and make the call.
The panel is simulated from each expert's public work, and the run says so on screen.
⑤ The finished work
Claude designs a findings report and a new sales page.
You see today's page next to the new one, plus how it looks on a phone.
✨ What just happened
- ⏱️ Time saved: Weeks of research, done in about 13 minutes.
- 🎯 Better results: Real quotes from real buyers, argued over by five expert voices.
- 💰 Business impact: No more building offers nobody wants.
- 🔁 Belief shift: From "I hope this works." → To "I know what my clients want before I build it."
🪞 If you're…
- 🎯 A coach or course creator: Test your next program before you record it.
- 🏠 A local service business: Test a new package before you print a flyer.
- 🛍️ An e-commerce brand: Test a product before you order stock.
- 🦷 A clinic: Test a new membership against your patients' real worries.
📅 BONUS DEMO: Build a Skill From Scratch
Every AI employee starts as one simple skill.
Here's how to build one in 10 minutes.
Stop texting "5 o'clock at Spoon & Stable"
😫 Pain
A friend texts, "Dinner Thursday at 5?"
I say yes. It never makes it onto the calendar.
😵💫 Problem
Making a calendar invite is small. It's also the thing I forget every single time.
❌ The Old Way
Open the calendar.
Type the name, the time, the address.
Look up the restaurant.
Add the guest.
Send it.
🤖 The AI User Way: "Paste and Pray"
Ask ChatGPT, "Make me a calendar invite for dinner Thursday at 5."
Next time, type it all again.
This is how an AI User uses AI.
✅ The AI Architect Way: Build the Skill Once
Build it once and it makes the link for you every time. It takes about 10 minutes.
① Turn on file creation
In Claude, go to Settings → Capabilities and switch on Code execution and file creation.
② Add the Skill Creator
Go to Customize → Skills, click +, and add Skill Creator.
③ Tell it what you want
Open a new chat and paste this:
Use the Skill Creator to build me a skill called Calendar Link Generator. When I give you event details like the name, date, time and place, give me a Google Calendar link and an .ics file anyone can click to add it to their calendar. If something is missing, ask me. Use this skill whenever I ask for a calendar link.④ Answer its questions
Claude will ask a few things before it builds, and short answers are fine.
⑤ Save it
Click Save skill.
If the button doesn't work, download the file and upload it under Customize → Skills.
⑥ Test it
Open a new chat and type "Make me a calendar link for dinner at Spoon and Stable, Thursday at 5."
You'll get a link you can tap to add it to your calendar.
✨ What just happened
- ⏱️ Time saved: No more typing out invites or chasing plans that fell through the cracks.
- 🎯 Better results: Every link has the right name, time and place, every time.
- 🔁 Belief shift: From "A skill is just a fancy prompt." → To "A skill is where every AI employee starts."
In A2A? Log in to TUB Connect with your A2A email.
Curriculum team
The AEIB | Demo Links [Team Only]

https://theuncommonbusiness.github.io/tub-org-chart/index.html
https://www.mojesticlandscape.com/