How to get an AI team, Clone Yourself and Scale to 7-Figures

By Christian Martin

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March 30, 2024

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6 min read

Transcript:

Hello and welcome to the profitable Coach podcast. I’m your host, Kimberly Rich, and as the founder of the Bold Life movement and a fellow coach for more than seven years, I know the challenges that many of you face when launching or growing your coaching business. And I’m here to pull back the curtain on the coaching industry and help you overcome roadblocks to make the impact you were born to make.

Each week, I’ll be interviewing successful coaches from every corner of the industry to share exactly how they have managed to generate massive impact and income. From strategy to psychology, we cover it all. This show is presented to you by Transformation Academy, a global marketplace of courses and coaching certifications.

So whether you are already part of our Epik community or you’re brand new to this show, if you’re ready to learn what it takes to turn your passion for service into a profitable business, then keep listening. You are in the right place. Welcome back to episode 30 of the profitable Coach podcast.

We are almost halfway through our seven figure series. That’s right, the entire month of February. I am showcasing seven figure coaches, consultants, course creators, entrepreneurs, because I want to show you what is possible and what a scalable model for your coaching and impact based business could look like.

I could not think of a better guest than my dear friend Christian Martin. He is the founder of digitalnomad.com dot.

He’s a serial entrepreneur. He’s made multiple seven figures in a variety of different businesses. And he’s always been someone that I’ve looked up to as a mentor because he’s so good at being ahead of the curve.

And in today’s interview, we talk about the power of AI and why now has never been a better time to invest in educating yourself on how to use the AI tools that are currently available that are becoming better by the day so that you can clone yourself as a coach and start to spend more time on the tasks in your business that actually generate revenue and less time spinning your wheels. So I won’t give away too much. We have a really juicy interview today.

So without further ado, please welcome the one and only Christian Martin. Hey guys, real quick, before you start the podcast episode, I wanted to let you know about a very special promotion that we’re running just for the month of February, just while we’re doing the seven figure series. You know, one of the things that you’ll notice as you listen to the episodes in this series is that every single person I’m interviewing has one thing in common.

It’s their ability to master their mindset. It’s their ability to shift their beliefs around abundance, around what’s possible for them, and around what it takes to really bring that to life. So, in the spirit of helping you to become a master of your mindset, we wanted to offer you a 50% discount on any of our mindset certification courses.

So if you want to take advantage, head to theprofitablecoach.com mindset and grab your discounted certification now. With that, enjoy the episode.

Hello. Hello, and welcome back to the profitable coach podcast. I am joined today by my dear friend and lifelong mentor, Christian Martin.

Christian, welcome to the show. Thank you for having me, Kimberly. Yeah, so it’s really exciting for me every time I get to bring Christian into either the bold Life movement or now the profitable coach, because every time I touch base with him, he has something new and exciting going on, and he’s always, like, ahead of the curve inside of his business.

So to give people a little bit of an introduction to what it is that you’ve been doing over the past, how long has your entrepreneurial journey been? Ten years now. Long time. Probably longer than that, but I’ve been in the online space since probably about 2016.

Cool. So let’s let the listeners know. What did the early stages look like, and how has it sort of evolved since then? Yeah.

So you want me to just kind of start at the beginning, how I got in the game and what happened business model wise? Yeah. Yeah. Okay.

So, you know, if I really go back in time, um, I. I was a, like, a competitive snowboarder in college, and so, like, every day, I would go up to the mountains, I’d be out in nature with my friends. I get this huge adrenaline rush, and I just, like, felt so alive in my body, and, like, I was obviously, like, getting all the right chemicals, you know? And then I graduated from college, and I thought that I had to, like, grow up and be a responsible adult.

So I moved away from the mountains. I went down to the city, and I got a job in real estate. I’m sitting on Colorado Boulevard under these fluorescent lights, like, hanging out with these people that were, like, ten years ahead of me that I’m just, like, that is, like, not the life that I want at all, you know? So I went from, like, being so psyched to just being, like, so depressed.

And around the same time, my girlfriend of six years broke up with me, because I think I just, like, really wasn’t living my best life, and I didn’t have, like, leadership, self leadership in my life at that time. And, like, you know that that’s going to reflect in all areas of your life. So, anyways, I I’m kind of, like, engaging in unhealthy habits.

I’m drinking a lot. I’m wandering through life trying to make sense of it all. I lost my sense of identity.

And I go to this backyard barbecue, and this guy sits down across from me, and he’s wearing a leather jacket. He’s got, like, this big scraggly beard, and he’s smoking a cigarette. And I stick my hand out.

I’m like, nice to meet you. And ten minutes later, he’s telling me how he makes $2,000 a day on the Internet. And no offense to this guy, but he did not look like a professional or like he was some tech nerd, you know? And so, like, my, like, half buzzed brain is just, like, blown out of its skull.

And I’m thinking, like, is this actually possible? This guy’s doing whatever he wants. He makes tons of money on the Internet. He doesn’t have, like, this crazy tech background, and he doesn’t look like a professional that I’m used to seeing, you know? And so this guy, like, unlocks a completely new paradigm for me.

He basically was, like, that one person in my life, that one, like, event that showed you, well, there’s actually another path that you can take. And I would love to say that I just jumped right in, and all of a sudden, like, everything made sense in life, but, like, that’s not true at all. I go, it just sat in my brain.

I’m thinking about it, and what actually happened was I started telling my friends and family about it. Like, oh, guys, I think I should make an iPhone app. I met this guy who did it, and it’s amazing.

And just basically, everybody I talked to was like, that’s the dumbest idea ever, right? That’s not going to work. For this reason. For this reason, for this reason.

So I just sat on this idea for six months, and six months later, I think I was in the back of a car, and I’m reading this article on one of these business websites, and it’s about this guy who got into an accident in his truck, and he’s in the hospital, and he creates his first iPhone app, and he makes $750,000 from that app. And so this was my, like, I’ve had enough moment. I go, okay, I’m done listening to the naysayers.

I’m done listening to the doubters. Like, I just have to take action on these things. I’d probably be rich by now, if I just, like, went home from that barbecue and started making apps, you know, so I had to figure out, okay, how do I make something that I have no idea how to make? And I learned how to utilize talent, right? How to take somebody else’s skills and then my vision and combine the two together and then create what I call a digital asset, something where you create it once, it provides value to people, and you can sell it over and over and over and over again.

And so I hired some developers in India at the time, and we created an app called Wallet. And after a couple iterations, it quickly hit the top ten paid finance apps in the App Store. And so, like, I remember this clearly because, again, I’m actually just to give the listeners some personal info, I’m, like, seven years sober right now.

I don’t drink alcohol at all, but at the time, I was partying a lot, and I was with my good friend Trent, and we partied all night, and I probably slept until, like, 05:00 p.m. And I woke up and I checked my phone, and I had made, like, $150. And it was while I was asleep and hungover.

And this, like, again, was another one of those moments where I’m like, you gotta be kidding me, you know, like, this is insane. And so that’s, like, when it really sunk in. Like, oh, if you create things, especially in a virtual form, you can give it to the whole world.

And if people like that thing, they will pay you for it. And it doesn’t matter what you look like, doesn’t matter how old you are, what your background is, where you’re from, you can make basically an unlimited amount of money on the Internet because you have global distribution. And that was, like, the very beginning of, like, learning.

Oh, there’s this thing called the Internet, and it doesn’t matter who you are, like, you can use it to your advantage? Heck, yeah. So I know that you’ve done a combination over the years of teaching, coaching, course creation, outsourcing, so that other people could do the teaching and the coaching and the course creation. And so I’d love for you to tell the listeners how this applies to them.

If they’re first starting out and they’ve really only seen themselves so far or seen their vision as wanting to become a coach, how can they use what you’ve already done to create a scalable model? Really? Yeah. So scale is all about pattern recognition. So just to go to the next step in my journey, I eventually, like, sold off my whole app portfolio.

Apps were great. But like every time, you know, you wake up in the morning and your iPhone’s like, hey, we updated the software for you and you’re like, thanks a lot, this is better. Well, as an app developer, it just breaks all your apps and then you have to pay developer to fix them all.

And at the time I had 18 apps in my portfolio, so I ended up selling all of my apps and all my possessions and taking off with a tiny little backpack to travel around the world. So I did that for a while and the money kind of started to run out. And so I was down in Santiago, Chile actually, and I started to cold call businesses in the US and just talk to them about the problems.

Like, what does your day look like? What are you struggling with? What kind of problems do you have? What are your goals? What are your dreams, what’s standing in your way? And I figured that if I could find patterns in their problems, that I could come up with a new software, but one that I could sell for more than $0.99, right. That I could charge them monthly for.

Now, that didn’t actually happen. And this is actually a really big lesson in building your business from the ground up. Like, whatever plan you started with is not the plan that you’re going to end up with, but you have to start taking action anyway and it’s going to lead to unexpected places.

We’ve been talking a lot about emergent qualities in my household lately, like these things that emerge, it’s not what you programmed the process for, but it’s what emerges from it unexpectedly. And so these people on the phone, they started to ask me for marketing advice. And I realized that through the app game I had learned some marketing skills and I knew a lot more than these people.

And so actually a career coach was my very first client. She asked for help and I optimized her website for conversion. She basically filled up her entire practice within two weeks, gave me a crazy testimonial, and then referred me to like three of her clients.

And I made my 1st $6,000 as a, as a coach or a consultant or whatever you want to call it. And so I continued to do that. And I just found these patterns in this industry in particular.

I worked in the coaching industry in the beginning. And by identifying a pattern and then honing in on it and getting really good at solving that one particular problem, I could then get repeatable clients with the same messaging over and over again. And so as a new coach, you might have an unlimited skill set.

You might be able to do 10,000 different things for people, but you need to start talking to people again. This isn’t done in your basement or in your office at home, like, thinking by yourself. You have to go out there and start interacting with the market, and these patterns are going to emerge.

There might be five different problems you can solve, but you’re going to find out, actually, like, solving this one problem the best. Or I can get the results fastest for this one problem or this one type of client. Once you start to hone in on one type of clients, one problem to be solved or outcome to be gotten, and then you can become the go to person for that and show that you can get results.

Like, that’s when scale becomes easy. As a coach, whether you, again, it doesn’t matter if you have zero clients today. Like, this industry is insane.

You can go from nothing to millions of dollars in two years. Like, I’ve seen it more times than I can count. You can’t even, like, deny that anymore.

So your job in the beginning is to interact with the market and then find patterns. What do you think is the biggest thing that prevents, that differentiates between the people who do go from zero to whatever, six figures, seven figures in a short amount of time, and the people who spend the first four years just kind of like, spinning their wheels, getting sporadic clients and never really being able to go all in. Yeah.

If I had to break, if I had to pinpoint one thing, it is taking action, and it’s not because you’re going to win when you take action. It’s not, but it’s. It’s that you’re going to learn something, right? It’s not like 10,000 hours spent.

It’s 10,000 iterations that will actually get you the result that you want. And so you’re going to go out there and fall on your face maybe 900 times, but you’ve done that in the time that somebody else again has sat in their house and thought, how do I plan this out to work perfectly? And then I’ll get started when everything makes perfect sense in my brain, right? So just go out there and you’re like, you know the old spaceships, when they’re headed towards the moon, they used to have to course correct every couple of seconds. And so, like, 95% of the time, they’re off track when they’re going to the moon.

But since they course correct every second, they still get to their destination. And so that’s what’s going to happen when you go out there and you actually launch right. You’re going to be course correcting every other second, and in the end, you’re going to get to where you want to go even though you had to course correct 10,000 times.

I love that analogy. Christian’s so good at metaphors. It’s one of my favorite things about him.

So what do you say to the individuals who are like, christian? I am taking a lot of action. I feel like I’m working so much on my business and I’m still not seeing results. I’m still not getting clients.

Talk to me about that. Yeah. So if you’re working really hard and you’re not getting results, you’re probably working on the wrong things, or you’re not being patient enough.

Now, I don’t want to say be patient because you could be patient and work on the wrong things for years and years and years. So I think that’s perhaps bad advice. So you have to figure out what is essential in your business and what is just a complete waste of time right now.

And I can tell you, like most people, they lie to themselves and they tell themselves that they’re working on what’s important so that they can avoid what’s uncomfortable right now. One way to deal with this is a forcing function. Like, you know, if your kid was held hostage and you had to come up with the ransom money, you wouldn’t mess around with meaningless activities in your business, right? You would go straight for the jugular.

You’d go for only the things that matter. And so for most people, they’re just not doing these revenue generating activities and these, like, high value learning activities because they’re deeply uncomfortable. Right.

Especially in the beginning. And that really leads us to the bigger problem. It’s not about work or the right activities.

It’s about the self. Right and your shadow and what are you comfortable doing and what is, like beyond you, where you feel like you’re going to die, like unconsciously. And so a lot of times, people, the problem with this is if you deeply understand yourself, you might realize what you’re doing.

But for most of us, at least in the beginning, our brain is going to lie to us. We’re going to feel uncomfortable in our body. Our nervous system is going to be activated, and then our brain has to come up with some reason that that’s happening.

And so it’s going to come up with perfectly logical reasons not to do the thing that’s uncomfortable. It’s going to say, oh, you know, I actually, I don’t really like that market or that niche no, actually, you know, I actually should wait till next month or like, I’m actually cool going back to being like, a yoga teacher. You know, I actually don’t want to do this coaching thing.

And in our brain, it sounds perfectly reasonable. Yeah, that makes sense. But what’s actually happening is we’re just deflecting, right? And so we have to somehow figure out a way to lean into that discomfort and get around people that are already succeeding doing what we want to do, because that’s going to do a couple of things.

Jim Rowan has a great quote where he says, like, the way to, um, remove the mystery of the successful person is just to follow them around for a week and you’ll think, my God, how much they do. Right. And so you’re going to see not only what they do, but what they don’t do.

So that’s one big important thing is you can model them and you’re going to figure out, oh, they don’t actually worry about this thing that I’ve been worried about and spending time on. Right. So it’s almost more important what they don’t do.

And that’s going to free up all this time to do the things that actually matter. Let’s talk about revenue generating tasks. What are some.

I have a story that new coaches might, just might not know yet. You know, it’s their first business. They don’t, they’re new to the entrepreneurship game as well.

So give me a couple examples of some rgas. Rgts. Yeah.

Revenue generating activities, primarily in the beginning. Primarily in the beginning, again, is interaction with the marketplace. So you need to be launching marketing messages.

So normally, like, I wouldn’t really recommend, like, focusing all your time on posting on social media unless you have a large audience already because there’s faster ways to do things. But if you have no idea, like, what messages land with the marketplace, meaning you don’t know what people respond to, what they like, what they don’t like. Again, even if you are a professional marketer, we are just guessing most of the time.

And so we put messages out and we just see from the market what comes back. And so you need to be putting out, like, a new message, a new angle, a new hook every single day and seeing what people respond to. Now, the other way to do that is you just get on phone calls with people and so you can offer free coaching sessions, which is going to do a couple of things.

You’re going to learn your market really fast because you’re going to talk to people one to one face to face, and you’re going to get direct feedback from them. Two, you’re going to get testimonials that you can use, and then you can go post those testimonials and bring in more people. Right.

One of the biggest equations to solve in the beginning is the trust equation. So you might have a great message, you might be totally confident nobody’s ever heard of you and you have no results to show. Somebody might love your offer, but they don’t trust you one bit, and so they’re not going to give you any money.

And you might think my messaging is bad, but what actually is happening is nobody trusts me, right? So I think of it as a three part equation that we have to solve. We have to solve for attention, we have to solve for trust, and we have to solve for value. And in the beginning, you got to figure those things out.

And if you figure them out really, really well, then you can just scale them the whole way up. I love that. And so where are we in terms of Christian’s journey from creating the apps to selling them all, getting rid of the app portfolio, and then at some point in your journey, become the work from anywhere guy.

And what was that phase like? What did you learn about business and what did you learn about yourself during that time? Yeah, so I started doing the consulting and I basically realized that now instead of one boss, I had ten bosses, right. Because I was getting more and more clients. And I realized that I would start to sabotage my sales calls.

I actually didn’t want to close more clients into my business. And so something my fiancee always says is more is more. So, like, growing your business has to equal, like, more fulfillment for you, more satisfaction, more income, more free time.

Like, if it equals less, then you’re going to sabotage yourself. If it’s just more responsibility and more hard work and more things that you don’t like, it’s almost going to be impossible to grow. And so you have to figure out a business model where the more that you sell, the better your business does, the better your lifestyle does, the better it conforms to your values.

I realized I can’t work with one on one clients anymore. I’m going to go insane. But at the same time, I had broken that ten k a month mark and people started to ask me how I was doing it.

Not only that, but I was traveling all around the world. At first living out of hostels and then a little bit nicer and going on these co working retreats. But I remember sitting on the beach in Mexico, drinking a dollar beer with my friend Matthew and Katie and thinking this life is costing me about $2,000 a month, and it’s accessible to almost anybody that wants it.

So how can I actually help more people achieve this lifestyle? And that’s when I decided to help people live as digital nomads. And I kind of launched like a test offer, as I mentioned to you guys. And I was like, what do you want to figure out? Like, where to go to live? How do you know what to pack? How do you leave your life at home? How to make money.

The only thing that people cared about was how to make the money to do it. So we launched a program called the work from anywhere accelerator. And it was an online course, and it basically took, you know, there’s a saying, sell your sawdust, where it means the things that you’ve already figured out in your business, in your life, you already have these things, right? The contracts that I use with clients, the process I go through to launch their ads and funnels and things like that, how can I package that a lot and offer it to somebody else? They save five or ten years in trial and error.

I love that. And so that’s kind of what you’re doing now under the AI entrepreneur model. So what was the transition from being the work from anywhere guy to the AI entrepreneur? Because I really feel like you’re one of the pioneers in this space, and I want to give our listeners an opportunity to see how they can leverage AI before it’s too late.

Yeah. Okay. So just to fill in the in betweens, basically, we took that course and we scaled it to the next year, did like $2 million in sales with the work money accelerator.

No big deal. And that’s all, that’s only, I’m just saying that to tell you, like, we figured out how some of this stuff works. And I also experienced like, rocket ship scale at the time, which taught me like, so many lessons about business.

And they all come through to our AI businesses, you know? So I really scale for people who have never heard of that before real quick. So I just mean, going from a solopreneur who like, literally does everything myself, and I have my hands and everything in my business, and I’m barely making any money to serving like thousands and thousands of customers, hundreds of thousands of leads, millions of people watching our stuff and building out a team of twelve people and trying to figure out how do I be a manager? How do I deal with all of the mess that comes with scale? How do I serve this many people effectively? All at once. Where before I’d work with ten clients, now we might have 500 new clients.

So how do we deal with that? So there’s so many more problems to be solved. But more importantly, like, as an entrepreneur, I had to learn a completely different skill set. I had to learn how to be a leader where before I just had to have one skill, right.

So I really had to transition into a leadership role there. Totally. But to bring us forward to present day.

So basically we sold this course for a couple of years, and I had started dabbling in AI, actually launched my first AI educational product, like July of 2021, but didn’t go all in on it. Kind of was just dabbling. And I remember, I guess November 30, 2022, is when chat, GPT was released.

And I saw the screenshots on Twitter of what this thing was doing. And we had been playing with GPT-3 before this, like we’d been messing around with it. Thought it was pretty cool.

But I saw Chachi Bt. I woke up the next morning at 05:00 a.m. I remember it was still dark outside.

And I said, this is about to transform the whole entire world. And I literally shut down. I go, we’re shutting down everything that we’re doing right now, and we’re going full pivot to AI.

So, actually, do think we might have had one of the first courses on chatgbt? Because I literally started the next morning. So maybe it came out in the afternoon. I saw it, and the next morning we started the course.

Wow, that’s some pioneer spirit right there. Okay, so before we, we dive into what it is that you’ve created with AI and the shifts that you’ve been able to offer your clients. I want to know, like, from the simplest, top level, what are ways that coaches, brand new coaches, could be using AI right now to save time, to focus on the right things, to get more clients.

So rather than give them a tool, which I can do too, but I would rather people understand what AI is love. It’s commoditized intelligence. And so what that means is if before you had to have a huge budget for payroll, to hire experts in your business, now every single person has access to that same level of intelligence.

So I don’t care if you need a conversion rate optimization expertise, somebody to run your legal issues by a copywriter, you need somebody to coach you on a personal level based on your personality. You can have access to any knowledge that you want if you know how to train and access the proper AI’s. And so what this is doing is it’s democratizing production, where if you think about social media, it democratized media for everybody.

You don’t have to get permission from a tv station to go on and get your message out to the world, right? Anybody can do it with social media. Now with AI, it’s going to democratize production, which means you don’t need permission to create or the budget or somebody to say yes to you. You don’t need a vc to say yes.

I will give you millions of dollars to make this amazing company. You can do it yourself now. You know, like a great example that I love to share is a company called Wonder Dynamics, which does Hollywood level CGI for like $100 a month or something.

You know, so you used to have a million, have to have a million dollar budget. Now you can do it for a $100. That’s happening to every single area of knowledge right now.

It’s happening to music, it’s happening to video, to text again, to legal, to medical. It’s happening everywhere. And so it’s going to provide access to all of these services to the general public who never could have ever accessed them otherwise.

I feel like there’s a learning curve. Excuse me, I feel like there’s a learning curve for being able to leverage it. Can you talk a bit about that and how people can move through that? Yeah, so the big problem here is people go, okay, there’s amazing tools.

Which tool do I use? It’s like going to the hardware store and saying, which power tool should I get? And they go, well, what do you want to do with it? You know? And so what AI does is it amplifies what who we already are and what we’re already doing. So some people think that AI is like depersonalizing the industry or the message, but actually it’s amplifying it. And so if you have nothing to say right now, if you have no viable strategy right now, it’s just amplifying zero, right? So you’re not going to get anywhere with it.

It’s like going to buy a circular saw and you don’t even know what you want to build. You’re not going to get anywhere. And so you first have to look inside and say, what is my message? What do I have that’s worth saying? And what is my strategy to go to market? And then you can figure it out.

And I know that’s not always the answer people want to hear, but if I point you to a tool, what’s going to happen? You’re going to play around with it for five or ten minutes, you’re probably going to abandon it and say, I tried AI don’t get it, you know, and then meanwhile you see people crushing it and you go, how are these people crushing it? And it’s just not clicking right. So you have to become a good CEO. I think in the future everybody’s going to have to be a CEO because prior to this, only people that could afford teams would be CEO’s and they’d have to learn how to lead that team and, and how to, how to create a strategy and do things like that.

Now we’re all going to be AI CEO’s, which means we can build out an.org chart with AI tools instead of people, which means we don’t need a budget for it. We can do it basically for free.

And so we have to learn how to think like a CEO. So we have to go, we have to rise above the day to day and the mundane and the details and we have to say, okay, what would a CEO do in this situation? And then we look at each place in the chart and we go, okay, how do we fill that with AI tools? Now that being said, I’m happy to run through a couple of cool tools that I think people would like to try as well. Yes, let’s do that in a second.

So real quick, while we’re talking about it, what is a CEO’s mindset? You’ve been a CEO for many years. What are some key elements of your mindset that you think people need to embody? Well, um, a big thing is that the CEO has to step out of the day to day and look at the bigger picture. And so if we think about strategy, strategy is really like making a conscious choice about which customers we serve and how we serve them.

Now, depending on our industry, we’re going to have to innovate in one or more ways. So if we decide to serve a certain segment of customers and everybody else is serving them the same way, and we all have the same cost structure, what’s going to happen? It’s a race to the bottom, right? Whoever can price the lowest on the commodity is generally going to win. And so somehow we have to set ourselves apart from everybody else.

And that’s the CEO’s job is where is our competitive advantage? Right. What kind of moat can we have which means prevents competitors from coming in and taking our entire customer base. And so in the modern age, like, there’s so many different moats that you can have.

So one example would be if you’re an agency owner that you could fulfill all your services with AI instead of people, which means you could offer the same service at half the price and your margins are four times as big. That would enable you to survive and spend more ads. If you’re a coach, you might have to figure out, okay, I’m a career coach.

Everybody else out there is a career coach too, and I sound like everybody else. So number one, you have to make decisions about how am I going to be different than everybody else, and that’s going to alienate some customers and some people can’t handle that. So you have to figure out who are we not going to serve and who are we going to serve.

And then you have to figure out how are we going to get our message out there in a way that’s better than everybody else. So you could literally just innovate your coaching business on your marketing message and win that way, right? That’s one way we have better ads than anybody else in the industry you could crush, or we have better organic than anybody else in the industry. So you don’t need to make a lot of choices, but you need to make a few important choices.

Now let’s say marketing is not your thing. You don’t have to innovate on marketing, you can innovate on delivery. So let’s say every other coach just gives you your standard coaching, right? And you have to like practice and figure out and go through these trials and tribulations yourself.

But you decide, hey, I’m going to offer supplementary AI tools with my coaching that not only gives my students and clients more supports, but it gets them the result faster and easier with less pain. Right now you might not be great at marketing, but you can talk about how your delivery is different and you’ve set yourself apart. So the job of the CEO is really like looking at the landscape of the marketplace and figuring out how do we fit in here uniquely in a way that matters to our customers.

We talk a lot about rare and valuable. You have to be rare and valuable for people to want to give you money. Otherwise why would they give you money over somebody else, right? So you need to define how are we rare, how are we valuable and how do we position ourselves so that people understand that? Because it’s not enough to be rare and valuable, but the marketplace has to understand that as well, so they’ll come and give you money.

Beautiful. So before we dive into some of the specific tools that I know can really help to move the needle for people, I just want to recap what you said, which is one, making sure that you have a really clear message to be delivering so that you know what tool to start using. Also being clear on what the strategy is in terms of getting the message out there and the strategy behind delivering the product or service.

And now as you pull back the curtain for us on some of these tools, I’m wondering if you can explain how to use AI to get even clearer on what your best strategy could be. Yeah. So a lot of different, a lot of different ways here, but I’ll give you an example of one way we use it in business and then another way you could use it.

Okay, cool. Um, so one way that we use it is we get a lot of data in our business. We get a lot of intake forms.

When people join our programs, we get a lot of feedback forms from our list and things like that. And so one strategy to, to grow your best customers is you figure out, why do your best customers buy? Right? This is the hard part, is you’re getting all this feedback. Not all of them are your best customers.

So you really want to look at like the happiest people in our programs. Why are they buying then you want to pull that out and just double, triple, quadruple down on that in your messaging. And also the deliverables that they care about.

They might not care about certain things that cost you lots of time and effort and energy, but they might care about this other thing that was really easy to deliver and they want that more than anything else. The way that we can figure this out before, we might just have, lots of people have these banks of feedback forms. They don’t do anything with them because they’re just overwhelming.

We can take all of that and we can use AI as a data analyst and we can say, look through all these forms and all this feedback and identify the people that are the most unhappy. Why are they unhappy? And we can try to repel them. We can either try to fix the problem or we can repel them in our marketing.

And then we can say, okay, the happiest customers, why are they so happy? And what kind of words do they use to describe that? And then we can say out of the product features, which ones do they love the most? And then we can take that messaging and we can put that back into our marketing. This is the cycle. It’s always going on.

You’re getting input from the market, you’re putting it back into your marketing. So it’s this continuous cycle and we’re going to take that. We’re going to use AI, we can literally evaluate thousands or tens of thousands of forms and then pull out the messaging and in like five minutes we can do this and pull out the messaging and then put it back into our funnels and things like that and then start attracting more customers.

Is this a tool that your team has built specifically for this, or is this something that already exists on the market? I mean, you can do this with Chatgpt. How do you load a million forms, or intake form responses, feedback form responses into chat? GPT well, that’s a good question because they have token limits. But most people don’t have a million forms.

Most people have dozens or hundreds. So for a lot of us, that will work fine. The other thing is we can use the chatbot tool that has a database attached to it, which means we can basically upload as much as we want.

We have a tool called chatstorm AI and we have a database built into the back of it. If you want to upload a million characters to that, you can. Then you can chat with your data.

So you can talk to it like a person. Instead of having it being this boring thing, you can just interact with it like you’re talking to a person who knows everything about your customers. Wow.

And so for people that are just starting out and they don’t even have dozens, let alone hundreds of intake forms yet, this could be something that you’re feeding in the handful of intake forms that you have and then the forms that you send your clients after you’ve completed an eight week, twelve week, whatever your coaching container is, get some feedback from them and then feed this through chatstorm. Is that what you said? Yeah, yeah, but, but not just that. So we, I have a YouTube channel and, you know, this is a similar thing.

It’s not exactly the same, but you can use this for your coaching business. If we develop a new video, we want to make sure we answer every question in the market that’s been asked preemptively so people don’t even realize they have the question before it’s been answered in the video. And so we’ll go to every similar video in the market and it will just copy.

I used to do this just manually, right? I’d go and I’d read it all and I’d research and I’d write it all down. We can just go copy all the comments from every competing video, put it into AI, and then it will tell us. I can say, listen, here’s my script.

Here’s all the comments from four different videos, 400 comments. What am I missing in the script? Give me ten things that I can add in this so that I didn’t miss a single thing and it can do that in five minutes. But if you have a new coaching offer, go to books, books that are similar to your offer.

Right? Go to other posts about it on social media where a lot of people have commented. Go to blog posts, just go find the information. This is like you have a genius analyst at your fingertips and you’re going, go find out what works with this offer in this niche.

And then you go comb that information, put it into AI and it can distill that and compile it for you. Wow. Okay.

So I want to get back to the learning curve and then I want to hear about the specific tools that we, that we’re going to talk about because I think that there’s are a lot of people listening right now who might be like, yeah, that sounds so cool, but like, I don’t know how to use the tools. So, yeah, like, you know, if someone who’s brand new right now to chat GPT opened it up, they wouldn’t necessarily know how to format a prompt, etcetera. So where can they go? Get educated on how to leverage the tools and then what are some great tools that you can point them to? Yeah.

So what people have to understand is, I think a lot of people might relate to this in the audience. Have you ever, like, made your very first hire in business and they come in and you’re just like, why aren’t they doing what I want them to do? And then you go like, this would, I could do this myself. And this is way more effort than just doing everything myself.

And you go back to doing everything yourself. Right? The same thing is happening with AI, right? It’s because you don’t know how to train people. And so again, I want people to think of AI as a person.

It’s just like a person. So you have to hire the right person for the role, right? You have to define what the role is and what the responsibilities are, what skills do you need them trained on, and then how do you actually talk to that person and manage them and hold them accountable to get the result that you want? That’s what we have to learn to do as leaders with people, and you have to do the same thing with AI. So if you just go to chat GPT, especially 3.5,

I see all sorts of people that go to the free version of chat GPT, they talk to it like just a regular. Imagine walking up to a person on the street and you go, write me a TikTok script for my business. And you don’t tell them what your business is, who you serve, or how to write a TikTok script, right? And they write you a script and you go, this sucks.

I’m not doing this anymore. Right? That’s what people are doing with chat GPT they’re not telling it who to be, what role it has, what it’s trained on, what you want out of it, none of that stuff. And so it’s just like hiring a new business.

We want to define what is the role, right? What’s the job position? What’s the expertise? What kind of credentials do they need? Maybe a school of thought, like, who are they trained on? Or what are the influences, things like that. What’s the goal for the prompt? So that would be, like, the outcome that you’re looking for. And, you know, you can tell it.

You know, I want a bullet list. I want a script. I want it to be clickbaity.

I want it to be humorous, whatever. So define the goal, the task, how they actually accomplish that goal. And you can actually tell chat GPT like, you know, I want you to take your time on this, or you can actually say, like, I want you to take a big, deep breath before you do this, and it will actually get a better result, like, scientifically.

Wow. Kind of crazy. Yeah.

And then we wanted to find any constraints. Like, listen, don’t, you know, don’t mimic the style. Don’t mention these words, don’t appeal to these people.

So we can define constraints, and we can also say, you know, I want it to be 100 words. I want it to be a thousand words, and then any tone and feeling and things like that. So is it satirical? Is it professional? Is it casual? Do you sound like a surfer bro from California? Do you sound like a New York stockbroker? You can define all of these things.

So you can see this is a lot more in depth than just going to it and saying, write me a script. Right? But all you have to do is. My question on that is, you know, I I’m just going to keep speaking to chat GPT for now because it’s the one that I think most people are familiar with.

So when you’re logging in, are you doing this every single time with every new chat? Are you returning to the same chat because that’s where you’ve trained that Persona? And then could that be applied to the tools that you’ve created as well? Yeah. So you can definitely use the same chat in chat GPT, eventually it’s going to lose some memory, it’s going to kind of forget what you’re talking about in the beginning. So.

But that is one thing that you can do. And also chat TPT has kind of like these master prompts now where if you want to put like this master pump on the backend, then every single chat you have, it will reference that master prompt. Very cool.

So that’s one way to do it if, you know, I want every chat to understand these things about me. The problem is that it applies to every chat, and then maybe you only want it on 50% of the chats, right? Yeah, but I think we’re going to see a lot of advancements just with chat GPT in the next year, where it’s going to make this easier so that you’re not retyping this every time. The alternative to that is you use a tool that’s custom designed for this.

And so instead of having to think through each of these things, somebody else has already thought through them for you. If you want a master copywriter, you just go to the master copywriter tool, and then you can select from a drop down menu what you want your tone to be. You can just copy paste your customer avatar and it’s going to spit out perfect copy trained on the greatest in the industry.

Because the other thing that we haven’t really mentioned is you can train just like a new employee, you might say, hey, I want you to train on this body of work. We can train our AI on bodies of work, right? We can give them references and examples and structures and themes and all those things, and so that we’re not just dealing with a blank slate. It’s actually been trained as if somebody came into our company and we trained them for a year.

Amazing. Amazing. I love this.

So now that we’re finally here, tell me about the tools. Tell me about the tools, christian. Yeah, so, you know, I like to give people a fun tool first to start off with, because I think the most important thing is that you all start using AI, and it can be for fun, it can be in your business.

Just find a way to use it that you like using it, because everybody’s going to need to adopt these tools. It’s like resisting the Internet when it came out, except for this is going to be 10,000 times more impactful. So I don’t think, I would say there’s a tidal wave coming towards the shore and everybody’s just like eating their picnic, acting like nothing is happening.

It’s coming whether we like it or not, whether it’s good or bad. So we might as well learn how to use it to our advantage. So, a really fun tool that I love lately is called suno AI.

How do you spell that? Suno dot AI. And this is a music generator, but it also does lyrics. And so, you know, like, one thing I encourage people to do is, like, go in and write, like, a funny love song to your partner, give a couple details about them, and then say, like, write some funny lyrics.

And then you choose, like, I want it to be metal, or I want it to be jazz, or I want it to be, like, pop rock. And then it will actually, with lyrics and a singer and music, create the song for you. And so we started using these in our YouTube videos.

We did this funny video about skiers trying snowboarding last week, and we just have this hilarious, like, heavy metal song about, like, how skiers are. Snowboards are so much cooler than skiers and that they’re, like, trying skiing, and it’s so easy. And people are just, like, loving this song.

They’re like, where did you get this from? They don’t know that it’s AI, you know? And so you can go in there, you can write a song about your dog, you know, about your partner, your parents, your friends, literally, the events. You know, what? Something fun you did with your friend earlier in that day, and then send them a song about it. Like, it’s just crazy.

I love that video in the show notes. And one thing to just mention real quick is that Christian is also a professional, former professional snowboarder. Am I getting that right? More of, like, amateur.

In college, I competed and retired after college. Yes. Competitive snowboarder who also has a business called Ed Shreds.

Is that the name of the YouTube channel? Yeah, YouTube’s Ed shreds. Ed shreds. So, if you are a snowboarder looking to improve your skills, check out Ed shreds.

And then you can also see how he’s applying all of the things that we’ve been talking about in today’s interview to that business as well. Yeah. Okay, so I wanna hear what you’ve been creating inside of the AI entrepreneur and how our coaches can really benefit from that.

Right. So, again, AI hasn’t changed the game that we’re playing. It just changed how we’re playing it.

So if we think about entrepreneurship, we still have to figure out strategy. We still have to figure out customer acquisition and delivery and making our customers happy and beating our competitors and all that stuff, right? So number one thing we have to teach is seven figure business strategy. How do we actually apply these tools with seven figure business strategy, not independent of them? So that’s the first thing we teach and then we teach.

And here’s how you do that with AI tools so that your job is like so much easier and it doesn’t take you 100 tries or 900, like I said earlier, it maybe takes you three, you know, but you still have to learn the strategy so you know if what you’re doing is good or not, you know how to assess it, you know, how to figure out which direction to go in. But basically we’re going to take the same approach as we take to building a business pre AI. So we’re going to say how are we getting attention, how are we building trust and how are we creating value, right? So the first thing we’ll do is we’ll go in and we’ll say, um, let’s take some of the greatest ad hocs of all time and let’s train an AI tool on it, right? And let’s create the best customer avatar tool we could ever possibly imagine.

So instead of doing two weeks of research with three clicks, you can know you can have a perfect customer avatar that you can feed to this ad hoc creator and create amazing hooks for your ads. We don’t even write our own ads anymore, we just let AI do it. I don’t know if anybody knows this, but Facebook ads are cheaper than they’ve ever been right now.

It’s crazy. We’ll go in and we’ll write ads and hooks and then we’ll, we will go in and we’ll create images using AI. I exclusively use AI images for ads now.

And I’ll go on, create the copy and the images takes a couple of minutes and then we have winning ads on Facebook. They’re bringing customers. I gotta be honest though, I do miss the ads with your face on them where you’re like dancing in Santiago, Chile.

I know, I know. My glory days. And if anybody’s listening, like, listen, human ads definitely still work.

So one thing you can do is like, if you have, you know, you really have your personality in your ads or in your social posts and things like that, I use it as a copy editor and a strategic editor and just say, listen, can you take a pass over this and like tell me where it could be better, where it’s unclear, things like that. So it’s like you have this full time editor working for you, you don’t have to like give up your craft. If you love to write, please keep writing.

Like, and just let AI be your assistant. Just use it as your assistant for everything. So, yeah, please don’t think this means you have to, like, give up the things that you love to do.

And people, people and faces definitely still work and will always work, although there is an AI influencer wave coming. Yeah. So you have to figure out, like, okay, top of funnel, you know, top of funnel is how you get new people into your ecosystem, into your world.

Top of funnel. What’s my strategy? If it’s ads, let’s use AI ad tools. If it’s organic posts and we want help with that, let’s let AI write it.

If we don’t want help, let’s just let AI be the editor and give me more ideas. It can be a brainstorm partner where you go, here’s my best five organic posts from this month. Can you give me some ideas for ten more posts? And then it just comes up with the idea and then you write it.

If you like to write it. Yeah, I love that. So I would start top of funnel.

Just get more people in. The other way that I have people start is if you’re a little further ahead in your business and you already have a lot of stuff working, we’re going to look@the.org chart, which is, again, like, all the roles in your business, and I like to pick out the easiest ones to replace.

So at one point, we had the chat team of, like, 13 people working on our webinars so that people could always chat, no matter what, 24 hours a day, when they’re watching our webinars. Right now, we probably have about twelve different products. We have a chat bot on every single one.

And in the morning, I just log in and I see a list of all the conversations that happened. All these chat bots are trained on our specific products, and so everybody’s getting their question answered. 24 7365.

And you might think that people hate chatbots, but that’s pre GPT, four people, actually. We literally got a message yesterday that said, I love this AI chatbot. People are using the word love because it’s instant, it’s always on, it’s always courteous, it never gets frustrated, and it knows all the answers.

And so that’s bringing up, like, so much customer support. When you programmed it, were you feeding it faqs that you had already collected from previous customer service inquiries? We’ll feed it the sales page. We’ll feed it the webinar.

We feed it any faqs but I talked about the cycle before, like this feedback cycle. Yeah. And so what we’ll do is we’ll, you know, the first week we’ll log in and we’ll go, okay, did it answer questions the way that we wanted it to? What other questions are people asking? And then we’ll just update the answers to those questions over like a week.

It takes like five minutes a day. And then after a week, you pretty much have a perfect chatbot that never messes up, you know? Wow. So you want to feed it with as much information as you can.

And you, again, we’re going to define our role. What kind of personality does it have? What’s its job? What’s. It’s not allowed to answer things like that.

So define the whole equation for it. Yeah, super cool. I love that.

And so is that something that people are using Layla to do? So this would be chatstorm AI. It’s a little bit different than Layla because it’s, again, it has databases in it, so you can actually, again, train on all of your material and then you can create a different chatbot for each thing. So the other thing that we do that I think coaches would really like is, again, nobody’s trying to replace you at all.

Like, so your genius might be in coaching, right? But maybe somebody, um, you know, you have a coaching session once a week with somebody and the other six days a week they might want help on something. And so you can train this chat bot on all of your coaching sessions, you can train it on your q and A’s, you can train all your course material and you can train it to talk and act like you. And so six days a week they can talk to your AI coach, and then one day a week they talk to the real thing and they’re still going to love the real thing.

They’re going to appreciate the extra support. And you get that feedback loop of, where are my clients struggling? What questions are they asking? What do they want? And you can go in there and you can make your coaching better by seeing that. Oh, I love that.

Yeah. So what else is happening in the ecosystem? Yeah, so I would go in and just replace the easy ones first, you know, same with, like, customer support emails and stuff. You can make the templates, you can respond in a polite manner for difficult requests and things like that, and then it’s just like, where else are the bottlenecks in your business? Right? Yeah.

So we could set up an AI appointment center that is actually booking appointments onto the calendar for our sales team. Right. We could do things like if you guys are a little further ahead and you have a sales team.

I don’t know about you, but I hate doing call reviews, is where you have to listen back to the sales calls and coach your salesperson so you can set up an AI to transcribe the sales call, summarize it, send it to slack, provide suggested next steps to the sales rep, and like, here’s the top three coaching items to do better on the next call. Right. You can automate that whole thing, your business, and so you can pretty much do anything that, like, a human can do, right? And so that that’s what you need to understand is like, it doesn’t stop looking for the right tool and where figure out where the bottlenecks in my business and then how can I use AI to enable that? I love it.

Okay, so for people who are like, all right, I’m in. I understand that chat GPT isn’t the only thing out there, but I don’t want to spend a ton of time going and researching all these different tools. I would love for you to share about Layla.

Yeah, so we have an app called Layla AI. It’s called Layla, but the URL is with an s. So Layla’s AI, and we actually took, Jamil is the operator of my business, and combined we have 20 years digital marketing experience.

We’ve both run agencies, we both run courses, and we’ve taught probably 10,000 customers digital marketing. We took all the frameworks that we’ve learned over so many years, and we went in and we thought, okay, if we were to come into your business personally and if we could just come in and consult everybody and write their copy for them and create hooks and just like, supercharge all your efforts, what would we do? And then we program the AI to do that and to make sure that it’s getting the results that we want. This is actually what we use now for our business.

And so you can go in there and you can access, you can write a blog post, you can take your YouTube video, it’ll automatically turn into a blog post. You can create images of anything you want, but you can also go in and say, okay, I need some headlines for my sales page. Let’s create ten based on the 100 greatest headlines of all time, right? Or I need a hook from my vSl.

What kind of hook should I use? Or I need a new Facebook ad or YouTube ad. And we program this all based on our material and trained it on things that work. And the other thing is we’re making it better every single week and releasing new features.

So a really important thing I like to tell people about AI is today is the worst that it will ever be. So even if you learn how to use this stuff and you’re not quite getting the result that you want, you need to be practicing using AI, talking to AI, because it’s only getting better. And if it just gets better and better and better, but you still don’t know how to use it, you’re just going to get left behind, like, so far there’s no coming back from it.

But if you’re positioned for the next wave up when GPT 4.5 comes out or five, and all of a sudden it can do 100 times more than it could, and you know exactly how to talk to it, you know exactly which tools to go to, then you’re going to be able to move quick, just like we do. And that’s how you, like, really catch the weight, is move right away.

Yeah. I mean, I can tell you from personal experience, the thing that I struggle with the most in my business is feeling like I don’t have enough time. And then there’s this negative feedback loop of feeling like I don’t have time to hire because I don’t have time for all the things I’m already doing, and I’m probably spending more time on the things that aren’t revenue generating.

I mean, this is something Christian and I have been talking about for years. And so when he told me that they had created Layla, I was like, tell me more. I want it.

Like, how do I get access? How do I share this with the ta community? Because I want people to have, you know, this, this ability to hit the ground running and not be left behind. So I’m excited to be sharing it with the community. We’ll definitely have a link to that in the show notes as well.

Is there anything else? Anything else, Christian, that you feel like? It’s super important for all of our coaches to know about the current AI ecosystem or where it’s going and just anything that’s coming to mind? Yeah, I think the really important thing for coaches is, like this. The AI is not going to steal your thunder, right? It’s not. It’s not trying to, like, replace you.

Um, but it can amplify what you’re already doing and it can take away a lot of the parts of the job that you don’t like doing so that you can serve more people right and so that you can get your message out there to more people and coach more people and create more transformations. So number one, I think, like, AI is an amplifier. It’s not going to ruin everything for you.

So don’t have a knee jerk reaction to just outright reject it. And then two, yeah, you don’t need to be perfect with it right now. I just want you to start dabbling.

And it is a skill. Being able to talk to AI is a skill. Understanding what’s happening with AI is a skill.

And I think we are transitioning right now from the information age to the age of AI. And it’s going to be a bigger revolution than the industrial revolution or the advent of the Internet. It’s going to have a bigger impact in such a profoundly positive way.

Right. There’s a lot of fear mongering going on right now, and that’s because there’s a reorganization of status happening in society. Right.

The old incumbents are getting replaced. The legacy media is getting replaced. They do not like this.

Right. AI is going to reorder status within society. Certain people are not going to like this.

So they’re going to create narratives, doomsday narratives, to try to scare you into going back to the old ways. Do your own research. Right.

Try this out for yourself. Figure out what’s actually happening, and don’t believe everything that you hear. Okay.

It’s going to be a new era of human prosperity. I think that’s really amazing. Yeah.

And I think of AI as money. Right. A lot of people have a negative association with money.

They think rich people are selfish, they think they’re greedy, etcetera. Money, just like AI, as Christian has explained, is an amplifier of who you already are. If you have more money, you can create more impact.

If you have more money, you can give more to your community. And so similarly with AI, if you learn to leverage it, you can reach more people, you can create more, you can publish more, you can serve more. And I don’t want you to be left behind.

I want you to have the impact that you were put here to make. So lean on these tools. Yeah.

I really think it can create a business for you where more is more and it’s a business that you really love and you feel supported in and like you’re doing the things that you love and you’re not getting bogged down with all the things that you hate and so you’re not self sabotaging and, you know, blocking your own growth because it has too much other stuff that you don’t want to deal with. Yeah, totally. I feel like I wouldn’t be your friend, if I didn’t also invite you to mention coach Clone.

Yeah. So two things. If you guys want more help, we have a little program called Coach Clone that will teach you how to create.

Number one, it will show you what I believe is the business model of the future for coaches because I think the coaching and course industry as it stands is dead. But there’s a new version of it again that will amplify your strengths a little bit different. The way that we organize our product suite that I think is going to work really, really well for coaches.

So Coach Clone is a low price product and it’s going to teach you exactly how that business model works. The other thing I would love to mention is we have a new product called Smarterthen Einstein AI. And this is where we turn your VA into somebody who’s smarter than Einstein and we’re going to actually either train and certify you in AI.

If you want to go out there and do this stuff for other people or if you already have a team of managers, marketers, Vas, things like that, then we can train them on AI and let them loosen your organization. And you can also, you know, search our database of people who are already trained if you trying to hire somebody new. So basically we want to reskill the world so they can make this transition.

Everybody’s better off. So that’s smarter than Einstein AI and we’re going to do our best to have a big impact in making sure people bridge the gap. I love it.

I love it. If you could leave our new coaches with one piece of wisdom or encouragement, Christian, and what would it be? One piece of encouragement. Yep.

I think it would be like, you know, you gotta believe in yourself so much that the, all the pain that you go through and the self doubt and the ego, deaths and rebirths don’t faze you too hard, right? So just stay the course and surrender, right? Resistance to the hard stuff is not going to get you where you want to go. Like the obstacles, the way the hard stuff that’s coming up for you is there for you, right. That is actually showing you the path through and what you need to learn or overcome next to get to where you want to go.

So just embrace the obstacles, surrender to the pain and it’s all going to be worth it in the end. Beautiful. Thank you so much.

Christian, always a pleasure sending you so much love. Appreciate you being here. Alright, thanks, everybody.

Thank you so much for tuning into today’s episode of the profitable coach. If you want to get access to all of the incredible resources and tools that we talked about, including the coach clone method, including Layla AI. Then what you want to do is head over to theprofitablecoach.com

zero 30 for episode 30. There, we’ll have everything listed in the show notes and you can see see where to get more of. Christian Martin, thank you.

Thank you, Christian, for coming on today’s show and sharing your wisdom. If you guys are excited about this seven figure series, then stay tuned. We’ve still got two more episodes to showcase seven figure coaches and how it was that they were able to grow to scale, to stay sane and the fact that you can do it, too.

So we’ll be sharing more just like this. Please stay tuned. As always, I’m sending you so much love.

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Christian Martin

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After meeting a man at a backyard BBQ who showed Christian how he was making $2,000/day online, Christian sold all his possessions and traveled the world while diving deep in the study of digital marketing, digital asset creation and automation. After founding Digitalnomad.com and making 7-figures he dove head first in to A.I. to make sure people survive the A.I. revolution and joined the Smarter Than Einstein team.

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