Most people are using AI backwards. They're outsourcing the parts of work where the process matters, while holding onto the tasks where only the output counts.

In this episode, Dan explores the difference between telic and atelic tasks, why journaling, writing, art and even updating your KPIs should remain human, and how outsourcing the journey can cost you growth, clarity and originality.

He also explains why AI's greatest strength, scalability, will make unscaleable human experiences more valuable than ever.

The businesses that win won't automate everything. They'll deliberately protect the work, thinking and experiences that only humans can provide.

This episode contains the highlights of an interview I gave to the FEO podcast. I was asked about Gobsmack Consulting, a practical framework for turning ordinary client touchpoints into experiences people actually talk about.

I walk through how to map every customer touchpoint, identify the pits and the forgettable middle, and redesign them into moments that create a genuine emotional response.

The big takeaway from the episode: in an AI-driven world where everything is being scaled and commodified, the most powerful thing you can do is the opposite. Do the unscalable.

For the last year, I've been building Gobsmack Consulting. And every step of the way, I've been documenting the process.

In this episode, I walk you step-by-step through this business building journey.

I explore how to build a new business from market problem to launch, using research, IP, branding, productisation and marketing strategy.

Hi, I'm Dan Williams, and I'm going 'all in' on customer experience.

I'd like to explain why.

In this episode I explore why customer experience, not AI, is the real competitive advantage of the future, and how service businesses can escape commoditisation by entering the experience economy.