The Outcome Era: How to Use AI Without Losing the Human Part

[00:00:00] [SPEAKER_01] Hey guys, welcome back to Content Is Profit. We were away for a couple of days or a couple of weeks. We did take a break. We just came back from a conference called Unbound from Hotspot. We had the best time. Stay tuned to our YouTube channel because we're going to have some vlogs coming out of the whole experience. 15,000 people. We had the chance to speak on stage out there to do a ton of collaborations, learn what's happening in the business of content with B2B companies and incredible entrepreneurs and creators.

[00:00:30] [SPEAKER_01] all over, especially in this era with new AI. So there's going to be a few episodes coming to you, starting with the one today, which is a live take that we did on a release that this company did in their conference and kind of like the framework behind that we can all apply in our day to day. So this is us inside of the conference, just sharing our raw thoughts about the first mind blowing thing that they shared in the whole event. Enjoy.

[00:01:00] [SPEAKER_00] Hey guys, welcome back to Content Is Profit. Today, we're coming to you live from Unbound, the Hotspot conference. Let's go. Let's go. So this morning, there's a question out there that Hotspot, I think, is trying to give the answer to for a lot of business owners, content creators, but mostly business owners, right? What do you think that question is, Fonzie?

[00:01:24] [SPEAKER_02] I think the theme that I spotted is AI adoption. Like how can we make people trust AI so they include it more in their workflows, right?

[00:01:36] [SPEAKER_02] Obviously, AI has been growing at an unprecedented pace. It's incredibly fast. It feels different from one way to the other. New things are released, new ways to work, you know, skills, agents, and it's very easy to feel just left behind. And then all that compounds with the fact that we might not trust the output that AI is giving us.

[00:02:03] [SPEAKER_02] So the theme for Unbound, it does feel that it's like, okay, how can we build the most amount of trust towards AI usage so people can include in their workflow and therefore kind of like elevate their productivity, elevate their outcome? I like the term they use. We're in an outcome era, right? So I thought that was pretty interesting.

[00:02:25] [SPEAKER_00] Yeah, I mean, I think obviously, you know, for those that are listening today, this episode will be useful if you obviously run a business. It's more on the sales side, I would say, or like the follow-up side. I mean, if you're creating content collaborations, that kind of applies. But like Fonzie said, you know, the trust of the output of that AI, I'm sure like if you're listening or watching right now, you probably have some experience with different tools and, you know, cloud chat GPT and different things. But how do you integrate that into your current workflow?

[00:02:55] [SPEAKER_00] And I think that's the overarching theme of this where HubSpot is coming out with a product that it brings all that together, right? From the creation side or the idea side to removing the friction on a sales process and making sure that all the information is there for you, updated with the right information, with the right context, right?

[00:03:19] [SPEAKER_00] So I think for me, number one, they do talk about that base layer of context for the conversations that you might be having for your business, right? So if you're running a small business or if you're an entrepreneur or if you have sales conversations of some sort, we all know that, you know, once we have that phone call, putting in that information on that context of those emails might feel a little tedious.

[00:03:43] [SPEAKER_00] Or even if you have a sales team, do we actually trust that all the information is put in there so you can move those deals forward? And not only that, but the context on your company, the context on their company, the context on all these things. So they're like all these blind spots that all of a sudden we're hyper aware because AI lowered the bar when it comes to execution and like information gathering or process building or creation in general, where now we're like, wow, because we're moving so fast, now we have the opportunity to bridge that gap.

[00:04:12] [SPEAKER_00] And AI is doing that, but like Fonzie said, are we comfortable enough trusting not only the platforms, but the information that they're providing us, right? And I think that's a valid question for everybody.

[00:04:24] [SPEAKER_02] Yeah, I think it's, you know, we got it a little late. The line was huge. But once we sat down, they were talking about what causes the most amount of impact, right? And it's not what causes the most amount of impact boils down to using the right tools under the right context, kind of like under the right case scenario. And one of the problems that happened is that we're trying to stitch all these things together, right?

[00:04:54] [SPEAKER_02] We're, you know, maybe sourcing things from one tool to the other. And at the end of the day, that probably creates a result that is not ideal. And it also creates a lot of work, right? Like, for example, on video editing, there's some tools that can help you out and stuff like that. But at the end of the day, you know, when I tried it out, I was like, it's just easier if I just do the thing rather than, you know, trying to piece all these things together.

[00:05:14] [SPEAKER_02] So how do we remove the business, you know, with AI when we're doing all these like sales and marketing activities within the HubSpot ecosystem? And again, you guys know I've been very clear on previous episodes, my stance on AI, you know, like do not outsource your thinking. And I think they cover something very important, which is AI is here to pretty much help out with the technical element of building.

[00:05:43] [SPEAKER_02] Like literally is bridging that gap so everybody can be a builder. And the phrase is said is the floor for building has never been low, as low as it is right now. But the ceiling for thinking is now even higher, you know, and I agree 100% with that.

[00:05:59] [SPEAKER_02] But the cool thing is like AI taking care of some of those technical skills that we might lack to do certain tasks is going to free a lot of the bandwidth to put a little bit more intention in what we want it to do for certain things.

[00:06:16] [SPEAKER_02] And I think that is key because then, again, we can start putting more intention into, okay, what is the context that we're going to give this tool so it can actually create something valuable and not just a follow up email that sounds exactly like any other follow up email that you might have in your inbox, you know?

[00:06:35] [SPEAKER_00] Yeah, I mean, we have definitely talked about and shared on the show before of like, okay, all these new AI slop, right? And everything started to sound the same. And we tackle that topic with the context documents episodes that if you go to business career.club, you're going to be able to download. And tomorrow, actually, we're speaking on that specifically for you, for your company and the messaging side.

[00:06:59] [SPEAKER_00] But it's like the question is like, how do we, with all this tech, with all this now, the floor that is lower to create and build, how do we remain human? Like, how do we do, how are we different, not only in our scripts or our content, but also on like the emails that we send out, on the follow ups that we send out, on the personal notes that we send out.

[00:07:19] [SPEAKER_00] And I think that's the overarching arc that we're going to probably experience for the rest of the event is applying this at a faster pace, but also a more personalized way for you to continue your conversations, whether that is creation of content or on the sales pipelines, right? Like it's very, if you've ever like run your own sales, the more you connect with people, the more personal you are. Obviously, that personal connection is going to help you move forward. So that has to translate.

[00:07:48] [SPEAKER_00] There has to be some kind of context and layer on top of your automations and your things to help people trust you. We're just in the creator lounge and we're just chatting about trust in general. Like, who do I actually trust online? The competitor or over somebody else. And now the fact that a technology like AI has labeled a playing field for everybody, you know, how do we now differentiate ourselves?

[00:08:15] [SPEAKER_00] And that was what Fonzie means with like that ceiling of thinking is now higher because we also have to carry the commitment of making sure our sources are correct. Like making sure that our frameworks are ours, for example, if you're teaching something, making sure that, okay, how do you apply that level of personalization to what I do for work?

[00:08:35] [SPEAKER_00] And I think that thought is, it can be very overwhelming for a lot of people, especially if we're starting to adopt AI, especially now that we see every single week, there's a new thing, a new change on AI. Yesterday, last night, we were talking with a couple of creators. One is a YouTuber, one's a LinkedIn person. And their content specifically on keeping people posted on these AI releases. And they're saying like, it's so fast that now they're running jokes. Like the CEOs are asking their own tips to kind of slow down, which I don't think is going to happen, right?

[00:09:05] [SPEAKER_00] Because there's other countries also now competing for that market. And so it's like, okay, as a consumer, it can be overwhelming. We'll have our personal lives. We'll have our goals. And now on top of it, we have to keep with this. So I think the hospital proposal with what they're building or what they built, actually, what they show the demos is pretty interesting because it's a tool that allows you to do that in there. So I'm excited to continue exploring that side.

[00:09:30] [SPEAKER_02] Yeah. Like he said, right, the chief product officer, I think it was, he mentioned it's like, rather than having a million tools to do one thing, why don't have just one tool that can do a million things, right? And pretty much he went into, okay, how do we deliver outcomes? Again, back to the outcome area. And it's, hey, to do that, we need three key pieces, which is a context foundation, which we mentioned right now.

[00:09:58] [SPEAKER_02] Again, it's very important that you know your IP, ICPs, you know, ideal customer profile. Like, what is information that, you know, HubSpot or this AI engine is going to use as reference when it's going to be crafting whatever asset it's going to be crafting. And I'm going to circle back here in just a second because this, I believe, was one of the coolest things that they mentioned, at least in my opinion. But the other thing is using this context in the right cases.

[00:10:27] [SPEAKER_02] And then is what they call the new way to work, which then the new way to work is pretty much you have your two tabs open. Pretty much. It looks like two tabs. The left one is your chat with what they call the breeze assistant, which is going to be your AI assistant. And then on the right, you're going to have whatever other part where you're working on, right? That might be your growth content, your context home. That can be your marketing studio within HubSpot.

[00:10:56] [SPEAKER_02] But the cool thing that I really, like, really caught my attention was this self-updating CRM that they were talking about. Because so many times you have calls, you have texts, and, like, a lot of things just might slip through. Or when you're going to put your notes, you know, you might forget a couple of those. Because now, you know, if you go the AI route, you might have something like Whisperflow note takers and then summarize those notes and add them in here. Like, it's a big process, right?

[00:11:23] [SPEAKER_02] What I love about this is obviously it's inside of the same platform. So you get all the notes. You get all the to-dos. All the actual, like, in real time. But this is the most impactful part for me, which is it hosts all your conversations as well. And then it grabs all that data and feeds it back to your context home and gives you recommendations on what to update for your context. So then it refers it and it creates more impactful work.

[00:11:53] [SPEAKER_02] And I thought that was impressive. Because that's still probably some minor work that you have to do. It's like after a certain amount of time, after conversations that you have with customers. It's like, okay, what are the things that we're seeing in here? What is the feedback that we're seeing in here? Let's, you know, update our context document. So when we work with AI, it produces better work at the end of the day, right? Like, you don't want to be reading the output and then having to make a thousand changes.

[00:12:19] [SPEAKER_02] For that, you're just going to eventually just give up and say, I'm just going to do it myself.

[00:12:24] [SPEAKER_00] I think, I mean, I go back to the times where we were selling gym memberships and, you know, we had seven sales reps or, you know, sales associates in the floor trying to figure out the context and the contact logs of our conversations with leads or the previous customers for the customer journey. And it was painful, man, because, you know, sometimes, you know, this customer sharing something important with one of those people. And then we missed that in a conversation and maybe that was the one element that we needed to do that.

[00:12:54] [SPEAKER_00] When we tackle this on the content side, it's like, okay, what are the problems that are experiencing? What are the solutions that we can provide to them? And that will help us build the type of stuff that we can put out there with scripts or the videos themselves. So all this, like, second brain, I think is important. And we've seen in the industry now a lot of situations where people are building their own, like, jerry rigged systems between two to three different tools, right?

[00:13:18] [SPEAKER_00] For example, in our case, we use, you know, Chai GPT, Cloud, Notion, Read, Whisperflow. There's all these things to capture this information and build the context. And it has been saving a lot of time. But I think now we're at a time where, you know, time is money, like always. But there are companies that want to invest in a tool like this.

[00:13:37] [SPEAKER_00] And now solutions have started to come in with, like, all the second brains built into that so you and your team can move faster and still enhance the human side of it. Like, they showed building the proposals, building the estimates, building the reports for sales teams, which is really exciting, right? The follow-up sequence. The follow-up sequence. And these are all things that, you know, you might already do and you might already build before a new business.

[00:14:04] [SPEAKER_00] So if you ever want to consider something like this, the amount of time that it will save you and move forward is just going to compress from execution to outcome, which is, you know, now we live in that era of outcomes, right?

[00:14:15] [SPEAKER_02] What do you think are some of the maybe risks or challenges, though, what we just saw?

[00:14:20] [SPEAKER_00] I mean, I think one challenge would be that depends on what stage you are, right? Like, if you're already building something of your own, you have that flexibility. We know, like, in the creation world or entrepreneur, we're, like, always trying to find the best solution for ourselves. And sometimes that means building. But now it's a massive learning curve with all these tools that are coming out every single day. So do I want to keep up with that? That's a trade-off.

[00:14:46] [SPEAKER_00] Or do I actually go into a tool like this now that has a solution for almost all of it, right? I'll say what we saw today was probably, like, 90% of the process between content and follow-up processes, right? If you count live events and if you count, like, live meetings, right? But everything online is done for you pretty much. So I think there's an advantage there.

[00:15:08] [SPEAKER_00] If you already have a big pipeline with a lot of information somewhere else, that's a big risk of trying to move that and the learning curve for a lot of people.

[00:15:18] [SPEAKER_02] I think looking at it is maybe a risk of getting diluted because it can do so much. But I think it would be probably too easy to start thinking, like, well, let me expand marketing channels, right? When it's like, well, have you already done the most you can on the current marketing channel that you're at, right? Yeah. So I think that could be one of the challenges.

[00:15:42] [SPEAKER_02] The other challenge that I'm seeing is, you know, it might play to maybe smaller teams that they're like, well, maybe we cannot afford to hire somebody in this position. Of course, it might be an advantage that you still be able to do certain things in there. But I do think still you're going to need people that know the area that they're going to be using AI.

[00:16:05] [SPEAKER_02] So if you're not a marketing person, for example, and you need to craft an email marketing campaign, sure, the AI can help you with all the context and everything. But when you're checking it and when you're maybe doing the editing process and going through it or maybe adding new context, like, is it going to be the best thing that you can do in there?

[00:16:26] [SPEAKER_02] But if you hire somebody in your team that is good at email marketing, you know, and messaging and positioning, they can probably really bring this result from a six, a five and a six, the output that AI is giving you to now on a nine or 10. Right. So like maybe for some people, the fear is that, well, you know, they're not going to need me anymore. I might lose my job. I know if you're knowledgeable on what you're doing, you're just going to be able to explain better what you want and get better output.

[00:16:56] [SPEAKER_02] So I think it's a little bit of a tradeoff in there sometimes.

[00:17:01] [SPEAKER_00] I mean, I think one, we're living in an exciting time where tools like this and solutions like this are available for everybody to to go in and explore. Like when, you know, when the Internet came out, for example, could only imagine what was that like for companies? Obviously, we were not entrepreneurs back then, but, you know, changing the entire ecosystem and now looking back, you're like, well, people were all right.

[00:17:26] [SPEAKER_00] Like the people that adapted and updated their systems and their processes to this new thing thrived. Right. So it's the same with this. And I think it's it's scary because it's unknown. I mean, we've shared the story of our dad trying to do AI right where, you know, we're like, you want to learn AI, don't watch a YouTube video, go to AI and ask it. How do I learn you? Like, I don't know about you. How do I learn to work with you? And they'll give you the answers. So it's like, how do we start shifting our way of thinking to where, like, there's all these things that I got to do.

[00:17:56] [SPEAKER_00] And more like what is my outcome and then what tool and process is going to help me get there and utilizing AI to find those answers. Right. And test it out. Allocate sometimes to test some processes. Right. Like, don't just believe tool number one, because they say they're the best. This thing is changing so rapidly that if you have a good foundation of context, a good foundation of your own processes of what you want to do, you're going to be able to plug pretty much any tool to do the thing that you want to do.

[00:18:24] [SPEAKER_00] But again, be open about the testing and just know that it's necessary today. It's not like, oh, if we adopt it, I think my personal opinion is like, you must adopt this. And right away, because the tradeoff is going to be better than if you don't. So then if you don't, you're just going to be very slow to adapt. Then you're going to be very slow to send your emails and to send communication and to create your content. And then you're going to left behind.

[00:18:53] [SPEAKER_00] So you've got to make a decision where they're commit and experiment and try, because whatever you do, then it's going to be faster feedback loops, whether it's wrong or right. You know what you're sending or whatever you're creating. It's going to be faster. You're going to learn faster and then you're going to get better faster than if you stay with the old habits. Right. Picture somebody doing like on the creation side, one video versus doing five videos of similar quality and then getting that feedback on the faster way.

[00:19:23] [SPEAKER_00] Or let's say you have 10 contacts that you need to do an outreach for. If this tool helps me send those 10 emails and they take it from zero to an eight and then you take it from an eight to a 10 on the personalization. I think that's going to be a better outcome than if we send one or two emails.

[00:19:43] [SPEAKER_02] I think at first it's just going to be focused on trying to make the output good. Right. Like how do you, again, add this context and just focus on how can I get the output to the point where I want. And then it'll be easier to speed up the process of, you know, in terms of outreach, sending more outreach. But now, you know, for a fact that it's doing it the right way. So again, very exciting things. Any last thoughts before?

[00:20:09] [SPEAKER_02] I mean, I was pretty impressed with the whole, the whole product, the things that it can do. Obviously, I'm not a big fan of doing the outreach and all that stuff. You don't know about it. And I'm like, cool, that sounds really good. But at the same time, I am very conscious and very jealous of if we do do outreach, I want it to be good. You know, because I personally hate receiving slob on my inbox. I'm like, delete, delete, delete, annoying.

[00:20:38] [SPEAKER_02] I don't want to be that person. So I can see the potential. But at the same time, I know up front it will take some sort of time investment and skill investment to get it to the point where I would be feeling proud of sending this outreach. You know, of having this whole AI ecosystem working on our behalf. Because if not, I don't know, does not align personally with me. Goodbye.

[00:21:06] [SPEAKER_00] Yeah, and that's going to cause some friction, right? For some people. It's like, for us, it's an asset. The fact that we can be super personal on video and we can send video messages or like maybe our English in the emails connects with a certain type of customer better than a different type of more formal type of English. Like you're going to figure out those levers. But the cool thing is that you can teach AI to do that for you, right? Like there's a way to do it. So pick one thing. This is my advice.

[00:21:34] [SPEAKER_00] It's like pick one thing, one friction point, whether that is your sales process, your content creation process, and dive deep on learning AI on that one specific problem. And then start experimenting, increase the rate of frequency on how you do things. And you'll see soon enough that you're going to get very familiar. You'll be like, it's going to be like second nature to work with tools like this one, like Hustle is presenting today. So any other things, Fonzie? No, I'm ready. I'm ready to go. I'll play some pool back here.

[00:22:03] [SPEAKER_00] Yeah, that's right. All right, guys. Maybe we'll do another episode here on the event. Thank you guys for tuning in. I will see you on the next episode. See ya.

[00:22:12] [SPEAKER_01] Hey, guys. Thank you so much for tuning in to the episode today. I hope you enjoy our raw take. Next episode is going to be a special treat. It's going to be our keynote that we did in front of thousands of people here at Unbound 2026. And there's going to be a small surprise for you as well coming your way. A little playbook that we put together for this. So everybody from the conference gets to enjoy it and you also get to enjoy it.

[00:22:40] [SPEAKER_01] So shout out to all our partners to making this happen. So anyways, we'll see you on the next episode. Take care.