Why Generation Alpha and the Age of AI Will Change Everything with Matt Britton

 AI now has gotten good enough work.
 It can understand what you're trying to accomplish
 and with somebody's reasoning models,
 it'll continue to come back and clarify
 what you're looking to accomplish
 and it'll go out and do it.
 So prompt engineering, I think,
 is going to be a blip in the AI evolution over time.
 You still need to understand the foundations
 and fundamentals of prompting,
 but it's not necessarily a unique skill set anymore
 that I would say is in demand in AI journey.
 Speed is the ultimate mode right now.
 The larger the company, the slower they are.
 So many companies are set up
 at kind of the organizational design.
 It really prevents them from taking advantage of AI
 because in order for you to really have a J.I.,
 you need to eliminate layers, breakdown silos,
 and move incredibly fast.
 This is right about now with Ryan Alford,
 a Radcast Network production.
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 Well, it starts right about now.
 What's up guys?
 Welcome.
 It's right about now.
 We're always talking about what's now, what's right.
 Let's say that's what we do here on your number one
 marketing and business show on Apple Podcast.
 Two years running.
 We appreciate you for making that.
 We're number 18 in all of podcasts.
 Yesterday, Matt, can you believe it?
 Can you believe it?
 I can't believe it.
 I'm a big fan.
 It's surprising on the number one by now.
 Hey, thank you.
 We appreciate it.
 We've got Matt written.
 He is the author of Generation AI.
 There's nothing more right now than AI, Matt.
 That's what I'm up to have you on, man.
 Yeah, and pumped to be here.
 Generation AI, I mean, very clever titles.
 I was like, no, I thought of that yet.
 You got Generation Alford all this.
 Man, it's like, I have so many things in my hand.
 I mean, I kind of like contain myself a little bit, Matt,
 because I know you're a wolf of knowledge on this topic.
 But man, Fortune 500 companies, let's set the table.
 We can do the whole, you know, what you've done,
 how you've done it.
 But let's lead up to today a little bit of, you know,
 who the hell map route is.
 Well, I've spent my entire career helping large companies
 kind of decode the new consumer.
 When I first came out into the workplace,
 the new consumer was Generation Y,
 which is known as the millennials,
 who was the internet generation.
 That was the first generation
 to go up with the internet household.
 A lot of people don't realize that the internet itself
 is only really 25 years old in terms of being
 a mainstream consumer consumption tool.
 Before that, it was used in government
 and very sparsely in business.
 But we're still in the early days of the internet itself.
 Then over time, it became Gen Z.
 Gen Z is known as the iPhone generation.
 Also, the social media generation,
 the first generation to go up with both in a household
 obviously changed society in a big way.
 And now it's Gen Alpha, which is the AI generation.
 So right now, Gen Alpha is age 0 to 15.
 They are never going to know a world now AI
 and a world without technology that you can talk to.
 So with each of these major changes,
 what I found is large companies first push it off.
 They try to say it's just a bad.
 And then over time, they either adapt
 or they get run over.
 And that's kind of been the theme throughout my career
 is trying to help companies not get run over
 to try to make the need to change it
 to disrupt themselves from the inside out.
 So it doesn't happen to them.
 Yeah.
 The irony is with you, when you were just talking mad,
 maybe think of something like the internet
 and smart phones, everything.
 We've really had AI in a pocket for a while, right?
 Yeah, of course.
 This, we can call it AI now, but like the moment
 we had a Google browser that we could search for knowledge
 and it feed it back to us.
 I mean, that was artificial intelligence, right?
 Right.
 A computer is breaking down tons of articles,
 knowledge is out there and giving you back the best results.
 Yeah, I mean, that was an algorithm.
 And yes, I mean, AI, you're right,
 has been around like if you think about Netflix
 and it tells you what it thinks you want to watch
 or Spotify shows you the music and things you're gonna like.
 That is AI.
 It's true.
 It's also true that the internet existed
 before America Online came out.
 But it wasn't until Chatchy BT came out
 that AI was really unleashed to the masses
 and the true power of what it can do was unleashed.
 And that's why we've seen such an incredible ground,
 12 interest and innovation come out since then.
 Yes.
 I do this a lot because you get older.
 I hopefully get wider.
 I try to think outside of my own realm
 because I've recognized I've been a marketer and innovator
 and new media guy.
 And I can sometimes realize that I'm in the know at a high level
 on certain things.
 I always want to go like how aware are people
 of certain things, right?
 And with AI in particular,
 I've been kind of trying to sell on the board
 a little bit too not as eloquently as your book,
 but just saying like, hey, we need it.
 This is happening this.
 You need to know what is going on.
 Because I'm not, what's your estimate or estimate map
 unlike the percentage of people that know,
 you know, how much they should know about AI?
 Well, on one hand, Chatchy BT, I think,
 there's 100 million paid users right now.
 So that's pretty mainstream.
 It got to 1 million, 10 million, 100 million users
 faster than any other technology product in history.
 But on the other hand, when I speak
 a conference is all around the world
 and I ask people pretty rudimentary questions
 about AI and capabilities, people really don't have a clue.
 And I think the reality is most people who do know that AI,
 I think AI is just Chatchy BT asking it to make
 a recipe for Lasagna or to write a blog post for you.
 And they just understand the surface.
 And I think even the percentage of people
 that understand the surface is probably not as much
 as we would think and you're right.
 We are kind of, we do suffer from Stockholm syndrome
 so to speak like we are inside of it.
 But when you get out there, you really
 realize that it is such the early days.
 And the thing about AI is different than other technologies.
 It's just the rate of change is mind-boggling.
 Even people like myself that spend the majority
 of their waking hours in AI.
 It's so hard to keep up because its ability to increase
 its compute power is unlike anything
 we've ever seen before.
 Yeah, that's the part that's crazy.
 The speed of advancement.
 I mean, I think, I mean, there's
 so many things we feel like happened overnight
 but it was actually like a 10-year thing.
 You never had to be like maximized.
 And now with AI and a Gentika AI, which I want to pick your brain
 on, we'll get to that.
 We'll start with 101.
 We'll build a 401 to use the textbook.
 But it's crazy how fast it's moving.
 And I do want to pick your brain on that as well.
 I've got my earmarked topic.
 So OK, a Gentika AI.
 And then the energy consumption and what it takes to go
 to like some of these next levels is all of that
 where it needs to be the infrastructure.
 Hold on a little discussion.
 But let's talk the book in general.
 What are we trying to tell people with this book?
 What are people, you know, not a sort from this?
 So the book is a societal view of what I believe
 AI's impact is going to be, not just AI,
 but the fact that we have this new generation coming in
 that knows nothing but AI, right?
 Because when you have new generations come in,
 whose brains are hardwired differently,
 they become the catalyzing force for change.
 And what the book really tried to communicate
 is AI's broader impact as a result of both Gen Alpha
 and this new technology on business, culture, and society.
 And I kind of go deep into a variety of different temples
 and pillars of society, whether it's
 the future of the workforce and careers,
 love and relationships, parenting, and education,
 entertainment, and media and commerce.
 The main drivers of culture and business
 are going to be shaken to their very core.
 And I try to go deep into each of those topics.
 So people really understand the gravity of the shift
 that is about to, you know, really rock society.
 Yeah, and talk with Matt Britton.
 He is the author of Generation AI.
 Matt, you know, it's interesting.
 I told my sons this, I have four boys,
 and I told them, like skills trades, like the trade skill,
 is actually going to get more valuable, I think.
 Yeah, the short chart.
 So I feel like that's kind of what you're
 hinting at a little bit.
 Like if you're not wanting to be a white collar guy
 that's tech forward, using these things,
 everything you said, boardroom, executive,
 whatever that is, but at a high level,
 then get really good at a skills trade.
 You know, become the best builder, plumber,
 whatever it might be.
 As well, put, I think, you know,
 we've had this knowledge economy for so long
 where people were compensated for possessing knowledge.
 And that could be knowledge in knowing how to code,
 knowing how to write a contract, knowing how to read next,
 right, knowing how to do someone's taxes, right?
 But those are all things that AI is going to take
 the place of workers for.
 Like AI arguably can already do your taxes
 or write a contract better in most use cases
 than the professional services world can.
 And I think if you're not going to be a builder in AI
 and be a problem solver in AI,
 then AI will disintermediate you.
 At the same time, I think what you've, you know,
 aptly point out is if you're a problem solver
 in the physical world, I think that that becomes a skill set
 that becomes even more in demand.
 So yes, the trade skills I think are going to have a boom
 and they already are.
 The issue is that many parents aspire to send their kids
 to these, you know, higher education institutions
 that are predicated on facilitating the knowledge economy.
 And they're teaching kids skills that I would argue
 are going to be no longer relevant once they get out.
 And I, you know, I spoke at the end of last year
 I'm from 700 college professors who kind of know this
 and are just mind boggled about what it means
 to be an educator in this world.
 When they're using textbooks that were written
 long before Chatchy BT, everything came out.
 You just gave me either the greatest or worst analogy
 I've ever had.
 I'm going to go down this road, Matt.
 You could be critical as you need or if it works,
 you can tell me it works.
 If you're like, all right, put this in the bag.
 Here we go.
 We used to cook.
 And he, I'm going to go down the cooking route.
 Cause that's my brain isn't out.
 We used to cook by rubbing, flit together to get a fire.
 Yeah, the skill of starting that.
 And then in today's world, we have microwaves.
 Right.
 So the equivalent that I'm thinking is like,
 ah, I still know how to start this with flint.
 Well, that's great.
 I'm using this microwave, like controller things
 while it's going on.
 And, you know, like is that a good analogy?
 That's a good analogy.
 The best analogy I use is photography, right?
 So you used to need to know how to develop the film
 to be a photographer.
 You used to need to know how to, you know,
 operate these technical DSLR cameras
 and knowing stuff like ISO and F stop.
 And now 99.9% of all pictures are taken on the iPhone.
 And you just need to know where the point the thing to
 and pick a filter and how it looks.
 Now, are there still use cases for professional photographers
 for weddings, for special events?
 Sure.
 Are they dwindling?
 Yes.
 What makes a great photographer right now
 is not knowing the technical skills
 of how to turn the knobs and the hours
 how to develop film.
 It's actually having an eye on where to point the camera to.
 And AI is the ultimate analogy for that.
 Is where do you point AI?
 How do you unleash its power?
 You no longer need to know how to do the knob and dials
 because that's all beneath the surface.
 Yes, that's the, I think I took you one step.
 You took it nine more.
 That's, that's what we've got.
 So at your point Ryan, one day, like one thing we're going to see,
 I think three years out is a boom in robotics.
 So AI has evolved incredibly fast.
 The hardware side of AI hasn't.
 And that's just because of the physicality of hardware
 and the development cycles are longer.
 But what's going to start to happen
 is you're going to see a new range of hardware,
 whether it's toys that kids can talk to.
 Like, yeah, I'm sure you've seen the movie Ted.
 Like kids are going to have to talk to their toys
 and they're going to remember things about the kid
 and they're going to be friends with their toys.
 Sounds crazy, but they will.
 And you're going to have robotics in the household.
 And the first, robotics are going to mow your lawn
 and maybe cook for you.
 But over time, it's going to take your kids to school.
 And if you think about it, autonomous vehicles,
 robotaxies are basically that,
 but they're just going to be a robot inside
 that's going to hold your kids hand and walk them to school.
 We are going in that direction.
 Robotics are going to be taking over society in three to five
 years as soon as the hardware cycle catches up
 with the incredible software cycle of AI.
 Yeah, it's going to be interesting.
 What happens with like the smartphone?
 We kind of hit, you know, early in my career,
 middle of my career, what do you want to call it?
 I'm so in the middle of my career, Matt.
 Yeah.
 I'm young guy.
 Be sure.
 I know my soul.
 But work with Steve Jobs teams on the first iPhone launch
 with Verizon and ATT and all the other wireless companies
 worked with Motorola at all these, but then,
 and we got all these new innovations happening
 on the device.
 And that cycle is slow.
 Oh, yeah.
 There's not a lot of innovation.
 It's like, one more mega-header camera.
 Slightly thin at that.
 Exactly.
 And so that's going to be transformed, I think,
 with hardware, like you're saying, that's lagged
 with fully integrating this and voice and all that stuff,
 right?
 100%.
 And I think the only, I think the future of,
 I thought a lot about hardware because I have
 this device called LimitList, which is basically
 like a pendant that you can either wear or put on your laptop.
 And when I'm in the office, I use it
 and records every single thing to everybody
 says during the day.
 At the end of the day, gives me summaries
 of what I said I would do, creates a to-do list for me,
 even adds things to my calendar, right?
 So it's a listing at all points.
 It almost performs like a second brain.
 And over time, I can go back to and say,
 what did I tell Joe that I would do when we met a couple
 of weeks ago, and we'll know it instantly, right?
 So I think that's one kind of early marker
 of the future of hardware as a device like that.
 But if you think about the AirPods,
 the AirPods are one day in whether Apple makes
 or another company is going to have a camera in them.
 So it's going to see what you're seeing.
 It's going to be able to obviously listen to you
 and you're going to be able to hear.
 So with those devices, the only thing that's missing
 is a screen.
 Because once you have the screen, you basically replicate
 everything the iPhone does.
 No, people could say, what about a keyboard
 and voice recognition is getting so good
 that I'm not sure we're going to be typing
 for that much longer.
 And if we're not typing for that much longer,
 should kids even be taught to spell?
 I mean, that's a whole different question
 that we may be going to do.
 So what does that mean?
 It means, well, how do you get the screen?
 Well, if you see what Meta and Mark Zuckerberg are doing
 with their new, you know, Meta Vision Pro,
 not Meta Vision Pro, the Meta Rayban glasses,
 is they're creating mixed reality.
 Where if you're wearing sunglasses,
 you can see a screen that's overlaid.
 So if you're wearing glasses and you have AirPods,
 it basically can replicate what the iPhone does.
 So the question is, what is the future going to just be wearables?
 And we're going to be looking back at a time
 where we're holding up our phone all day
 as kind of like Agent History.
 I think we will.
 I'm going to ask a question before I want to get into kind of
 20131 Agentic Territory.
 You brought up the interesting thought
 of do we learn to read, you know, like,
 is it a waste of time to be learning math?
 Like if the computer does it for you,
 why do we need it a map?
 It's a really good question.
 Right.
 Now, I mean, there was a time when people would say,
 you're crazy if, to your some of your points earlier,
 if you didn't learn how to milk a cow growing up.
 Yeah, or how to create fire.
 So, you know, I think reading and spelling,
 I think is important because it's probably
 the foundation of how we communicate.
 But when you talk about math, you know, or calculus,
 or, you know, these kind of trigonometry,
 these advanced theories of mathematics,
 these are things that humans just aren't going to have to do anymore.
 And I would actually put coding in that territory.
 If you look at open coding jobs in the United States,
 it's dropped like a stone.
 Companies are not hiring engineers anymore
 because AI knows how to code quicker, better, faster than humans.
 And if it's not 100% there today,
 I promise you it'll be there a year from now.
 Coding is really not a skill humans
 arguably were ever supposed to learn
 because it's not human language, it's computer language.
 And now AI is going to be able to based on any prompt,
 create any technology driven product,
 software driven product, you want just to a simple prompt.
 So that's a perfect example of something
 that people probably won't have to learn for much longer,
 and because basically it's all going to be done for you.
 So I would put math in that same category.
 Now there's the critical thinking component
 behind math, understanding how to solve the problem,
 and maybe math is more of a means to an end,
 and maybe it always was.
 But I think that's a really interesting point.
 Yeah, exactly.
 I told someone the other day, you know, if you can't,
 like if I'm interviewing someone
 or I'm talking to someone that's wanting to get a job
 with me or someone else, if you can't blow my mind
 with the prompt, it might tune out.
 And if you aren't using an agent to do some task for you,
 you're probably not getting hired at all.
 Yeah, and the prompt thing is,
 and we're probably going to get into this now,
 but prompting is really just a tip of the iceberg
 in terms of how to use AI.
 It really is right.
 So here's what we got 18 months ago, it's prompting,
 you're hearing, right?
 And we got to roll anymore because AI now has gotten good enough
 where it can understand what you're trying to accomplish.
 And with somebody's reasoning models,
 it'll continue to come back and clarify
 where you're looking to accomplish,
 and we'll go out and do it.
 So prompt engineering is kind of,
 I think it's going to be a blip in the evolution over time.
 You still need to understand the foundations
 and fundamentals of prompting,
 but it's not necessarily a unique skill set anymore
 that I would say is in demand in AI-driven world.
 Yeah, creativity has never been more valuable,
 and that won't get lost.
 And so, in a strange way, we have so much convenience.
 We've been taught all this convenience and ease
 and all of these things, and that's a wonderful thing.
 But it's also gotten as comfortable
 and not sort of pushing ourselves to be creative,
 to creatively think, you know?
 It's a great insight, yeah, that's a strange world.
 I've talked about that a little bit on the show,
 and in some ways, it's wonderful that all this tech
 and all these things, easy, hey, the easy button.
 The worst thing is that I've got staples,
 but the funny thing, it's like, yeah, but you know what?
 When jobs are, you know, get eaten up.
 Maybe that easy button one, so that one's wasn't so good.
 And you know what, it's like, I give a lot of talks
 to universities and professors
 and people that work at colleges,
 they're like, well, isn't it bad that artistry is going away
 and isn't it bad that we're devaluing creativity?
 And my answer's always the same is,
 it doesn't matter if it's bad or good.
 We're not going backwards.
 The train is left the station.
 People aren't gonna stop using AI
 because it's bad for you, humanity.
 And there is going to be a lot of negative consequences,
 job loss included from AI, but it's, it could cure cancer,
 right?
 There's so many things that it can unlock,
 and that's been the case with every technology.
 It's always become demonized.
 There's always been people that have been fearful of it,
 but it advances society.
 And we just have to accept it
 because it's here whether we think it's good or bad
 or otherwise.
 Yep, 100%.
 That's the right way.
 All right, let's talk about agents, agent AI.
 So you've got prompts and asking to do things now,
 but agent AI, we got them actually,
 I would almost call it the implementation,
 the acting upon what it is doing, in a way.
 Yep.
 So basically, I would say right now,
 there's really three levels of AI
 that most people need to understand.
 The first, the 101, if you will,
 is the call and response, which is like,
 you put in a prompt, you get an answer.
 And that's just like a better version of Google
 in a lot of ways.
 And it's obviously it's conversational and does a lot,
 but anything you need to know in any format,
 you could ask chat GPT or GROC or CLUD or Google's Gemini,
 and you're going to get the answer back.
 So that's kind of the 101.
 201 is automation, where you can use a tool like Zapier,
 for example, or make.com or NAN, where basically,
 you can say, I want you to take this Google sheet,
 extract these three lines from the Google sheet,
 write a blog post about that and post it.
 And that's kind of an automation where, basically,
 you build these steps where AI is kind of the blood,
 if you will, in between the organs of the individual applications
 that you're using.
 And I'm talking about any application,
 be Google Drive, Google Sheets, Instagram.
 It could even create content for you.
 And I've done a ton and built a ton of automations
 for my company using tools like that.
 Agents are the next level.
 Because while automations are deterministic,
 you're basically setting out what it should do.
 This is what you do step one, two, three, and four.
 Agents, you're giving AI autonomy.
 We're based upon the inputs.
 You're letting it decide what tools to use
 and how to accomplish things for you.
 That's one and the other things agents do
 is they actually can interact with the outside world.
 So I want you to plan a trip with my four kids somewhere
 where it's at least 80 degrees.
 And there's a 10% less, a chance or less of rain.
 And here's my budget, and here's a part of the world.
 And I want you to book the entire trip for me.
 And it will then take agency, if you will,
 based upon everything it knows about you
 to not only do the research for you,
 but actually go out and book the entire trip for you.
 And if that actually involves it making a phone call
 and using an AI agent to speak to somebody at the Ritz Carlton,
 it's going to do that for you as well.
 And when you start to think about the implications
 of that, an AI agent, you can also take over your computer
 for you.
 And it can start actually doing things under your computer.
 And it starts to really replicate a lot of what you and I
 do all day.
 So it's both scary but incredibly fascinating.
 And if you use the right way, can make us way more productive.
 Yeah.
 In a world where you don't know what's real and what's not,
 will there eventually be backlash?
 There's going to be a social media network
 that just goes, we're the real network.
 There's no AI.
 We only want authentic relationships and people.
 It doesn't feel like that's far off potentially.
 Yeah, I mean, backlash or an opportunity,
 if you look at the organic food industry, right?
 The people that will go to Whole Foods
 and spend a lot more money for food that they know is organic,
 right?
 You think there will be industries and niche business
 opportunities that for sure allow people to have the confidence
 that it's all real human, right?
 The question is, how nostalgic does that become over time?
 Is that going to be the equivalent of people
 going into a vinyl store today?
 We don't know because society is so conditioned now
 to listening and streaming music that all the sudden vinyl,
 even though maybe the sound and the fidelity is so much better,
 it's looked at as sort of like a niche nostalgic hobby.
 Will us consuming real content from real humans be that one day?
 I don't know the answer to.
 Yeah, it's interesting because when we're recording yet,
 there was a big backlash to some new album
 that's like risen up toward that day.
 I hear about that.
 AI generated a band for the most part.
 They're like trying to say it's not,
 but I think it pretty much bloods.
 But you think it's a backlash?
 Yeah, I think I read that it's had like 400,000 downloads or streams.
 So people can choose not to listen to it,
 but certain people obviously enjoy it.
 Yeah, and I mean, do we,
 I know my dad has been in a band his whole life.
 I can play instruments would probably fall over on some level.
 Of course.
 I'm here to be say this,
 but if I can hit a button and I'm on stage
 and it strums the most beautiful guitar lick of all time,
 does anyone care?
 I mean, maybe.
 You know, they appreciate the talent.
 Well, you appreciate the talent of me knowing how to work my fingers
 and make them bleed.
 Or what it took to push, put it into the buttons in the queue of my mix
 or whatever, like you said, the DJ.
 And the crazy thing, Ryan, is like,
 we're talking about you and I,
 and then we're talking about our parents.
 But what about Jen Alpha,
 who never knew a world where people were playing real instruments?
 They're not going to yearn for signing that they've never experienced.
 So if they're only world, they're going to know
 when it comes to entertainment content
 is synthetically generated entertainment content.
 And for them, they're going to love it and not,
 and maybe they'll want to look back nostalgically
 at a time like today where there were still bands
 that use real instruments, but who knows?
 So that's the reality is that,
 that's what I'm so fascinated with Jen Alpha is,
 all these things that we know, our world view,
 is irrelevant to the world view of somebody that's grown up
 and born in society with this new technology present.
 At the point as early as they can understand what it all meant.
 Yeah.
 I want to close out with a couple questions,
 Nat on two levels.
 One to consumer level, one kind of business level.
 I know you counsel businesses at the highest level.
 What are you telling?
 And it's probably applicable.
 You probably can make the answer applicable
 with small, medium, or large business.
 Yeah, 100%.
 What are you telling the largest and most prominent businesses
 you talk to that they should be doing?
 How are you counseling them?
 And I'll give you the second part, which is just,
 what would you say to the consumer out there
 with that's either in the workforce or has children?
 It can be a lot of different perspectives.
 So speed is the ultimate mode right now.
 And the larger the company, the slower they are.
 So whether it's bureaucracy or legal concerns
 or data privacy or just middle management layers,
 so many companies are set up
 and kind of the organizational design
 is really prevents them from taking advantage of AI.
 Because in order for you to really leverage AI,
 you need to eliminate layers, break down silos,
 and move incredibly fast.
 So less is more, which is why you're
 seeing the smartest companies in the world
 reduce their workforces, right?
 But you're not like the Amazon to the world
 and the Microsoft of the world and meta, right?
 But a lot of other companies aren't doing yet
 because they're seeing the future
 while other companies don't.
 Now, I don't tell companies they should cut their staff,
 but they need to reorganize in a way
 where they're eliminating bottlenecks
 and breaking down silos so they can move fast
 because it's easier than ever to build a great technology
 and get going and compete with far less people.
 Sam Altman, the CEO of OpenAI, behind ChatGbT,
 said he thinks we're going to see in the next couple years
 a one-person company worth a billion dollars.
 So think of how many companies that have thousands of people
 that aren't worth a billion dollars.
 So that's the biggest change I think needs to come
 is organizational design.
 And of course, with that, just a completely new realm
 of skill sets that need to be adapted
 by people in order to be successful at an organization.
 So organizational design, the right skill set
 and the right vision and leadership
 is really what it takes to adaptably evolve throughout this.
 And many companies won't.
 You're going to see so much road kill,
 so many blockbusters, if you will,
 and circuit cities come out of this
 because the ability for a new entrant to compete faster
 and ever is unlike anything you've ever seen.
 I'd love to read you the two pages.
 I started my agency radical about nine,
 about nine years ago to the day.
 The first two pages was literally marketing at the speed
 of now, the packline.
 And it was literally, I was like,
 speed will be our differentiator.
 Creativity will be our fuel.
 And it's just funny.
 And none of this AI shit was even here.
 But you could see that coming the nimbleness,
 the necessary to sort of take advantage of all of this.
 And that's it, really.
 What you just said, it's so funny how,
 and I understand it.
 I mean, it's easy for us talking heads
 to say these things and when there's a million dollar loss
 with a hundred quarter, but you got to do fast, man.
 It's like too much thinking, too many layers,
 too much red tape and everything.
 But and a lot of that takes courage as a leader.
 So if you're a leading in organization,
 if you're leading a mid-size agency,
 you're gonna have to make some hard decisions
 and you can't be fearful of change.
 And I think it's like, you need to focus on the things
 that are important, not necessarily urgent.
 Like in other words, you can operate your business this week
 or this month, the same way as you have in the past.
 But it's death by a thousand cuts.
 But there's never a good time to say,
 you know what, we really don't need these jobs.
 We need these jobs.
 We don't need these departments.
 We need to combine these departments.
 There's never a good time to do it,
 but actually the route is the best time to do it is now
 because if you think AI is changing the world today,
 like we have no idea where we're gonna be,
 again, one, three, five years from now.
 Yeah, if you fear change,
 it's gonna bring a lot, a fear of something will a lot worse.
 Yeah, and a lot of big, big companies are run by CEOs,
 you know, in the late 50s or early 60s
 with golden power shoots that just don't wanna shake things up.
 So, and that leadership might be okay for them
 because they're gonna be retired in five years,
 but for the rest of the company,
 they're gonna be in such a disadvantaged place
 because of the lack of change that's been embraced.
 Yeah, I mean, they don't have to get uncomfortable.
 When you've got a five year runway.
 The worst thing that can happen to them
 is maybe it's not as cushy, you know,
 when they finish, but there's not the possibility
 of absolute failure.
 And so, they don't want the discomfort
 of what that change looks like.
 100%.
 Matt, could talk to you all day about all of this.
 Tell everyone where they can learn more about book,
 find it, find you, all those things.
 Yeah, so my book is called Generation AI.
 It's anywhere in Books or Soul,
 if you're going to Amazon or anywhere else,
 it sells books and type Generation AI
 and you'll find it.
 To learn more about me, you can go to matbritten.com,
 M-A-T-T, B-R-I-T-T-O-N, dot com.
 We'll have all of that in the show notes.
 And I'm gonna hold Matt on the Twisted's arm
 see if he will do, we do it weekly news.
 So, I'd like that to have you,
 like it's a specialist.
 Come on, put a little 10th to 10 minutes
 every now and then we've got a AI story if you'd want to.
 I'd love that.
 Be awesome.
 Matt, hey, can't wait to build on our relationship.
 Really appreciate you coming on the show,
 your wisdom is enormous and I really love the way
 you deliver it.
 Thanks Ryan, appreciate you and thanks for having me on.
 Hey guys, you're gonna find us.
 Ryan is right dot com.
 You'll find all the links to Matt's book,
 his website and how to keep up with him.
 We appreciate him for coming on before that.
 We appreciate you for making us number one.
 We'll see you next time.
 All right, bye-bye now.
 This has been right about now with Ryan Alford,
 a Radcast Network production.
 Visit Ryanisright.com for full audio
 and video versions of the show
 or to inquire about sponsorship opportunities.
 Thanks for listening.
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