The remarkable test for AI tools

Before you adopt an AI tool, ask one question: does this help me make something worth talking about, or does it help me make more of something no one's talking about?

Most AI tools fail this test. They optimize for quantity. More emails, more posts, more variations, more A/B tests. The implicit assumption is that the problem is volume. It almost never is.

The problem is almost always that the thing you're making isn't remarkable enough for anyone to care. Producing it faster doesn't fix that. It amplifies it.

The AI tools worth using are the ones that free up your time to do the hard work that no tool can do: understanding your audience deeply enough to make something they didn't know they needed.

Use AI to handle the boring parts. Spend the time you save on the interesting parts. That's the only equation that matters.