In this keynote address to the NextGen community, I talk about the coming tidal wave of AI influencers and what you must do to survive and thrive. I encourage you to diversify your content across multiple platforms, especially YouTube Shorts, as a "defense mechanism from disappearing." I also discuss why selfish content always leads to plateaus and how detaching from the need for admiration is the key to courage and consistency.

You’ll learn about:

• The Inevitable Rise of AI Influencers
• Why Attention is Always Changing
• The Power of Selflessness and Bringing Value to Your Audience
• The Necessity of Platform Diversification (YouTube Shorts, LinkedIn, Substack)
• Why Building Community Depth Matters More Than Ever
• The Massive Opportunity in Live Shopping
• How to Detach from Admiration and Deal with Judgment

In this episode, I break down the most critical shifts happening in modern marketing and share the core strategy I believe will define success for the next decade. I explain why traditional measurements like GRP are outdated and why an obsession with "measuring brand" is an excuse for bad work. You'll hear about the "campaign mindset" that is failing Fortune 500 companies and why the future of marketing is all about the "barbell strategy"—going all-in on extreme digital creative (AI/social) and extreme analog experiences.

You’ll learn about:

• Why "Views Achieved" is the Most Merit-Based Marketing Metric
• The Two Massive Flaws Killing Fortune 500 Marketing: Campaign Mindset and Fake Reports
• The Barbell Strategy: Going Extreme Digital and Extreme Analog
• Why Real-Life Experiential Content Will be Put on a Pedestal
• The D.I.E. (Delusional, Insecure, Entitled) Mindset of Creative Leaders

In this keynote from Expo West, I share my current strategy for conquering the evolving media landscape, which has shifted from "social media" to "interest media" where content finds its audience. I explain why CPG brands must view themselves as media companies and aggressively invest in organic content creation across multiple platforms, dedicating at least 20% of their marketing budget to organic social production.

You’ll learn about:

• Why I'm Tired of Brands Ignoring Organic Social
• The Secret Connection Between YouTube Shorts and Gemini LLM
• AI is the New Internet: Why You're Not Too Late
• My 20% Rule for Organic Social Production (Even for Small Brands)
• How to Become a Media Company That Sells a Product
• Why Efficiency (Not Hustle) is the Key to Finding More Time
• The Danger of Compromising Culture and Ingredients

I reveal the crucial role of YouTube Shorts in feeding the Gemini Large Language Model (LLM) to help your products show up in search results. Plus, I tackle the panic around Artificial Intelligence (AI), confirming that you are not behind and providing immediate steps to start leveraging these powerful tools to become more efficient and win the future.