Aggressively Human: Online Business in the Age of AI, Algorithms & Automations

The Fundamentals Matter More with Michelle Warner

Jul 10, 2025

Michelle Warner, a business designer and strategist, emphasizes the essentiality of relationship marketing and solid fundamentals in today's maturing market. She explains why quick fixes don’t work anymore and shares insights on how many client issues stem from foundational misalignments rather than complex strategies. The conversation touches on the pitfalls of marketing arbitrage and how AI risks homogenizing messaging. Michelle encourages a return to basics, focusing on specificity and strong connections to thrive amidst growing competition.

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INSIGHT

Market Maturity Demands Fundamentals

The online market has matured and quick arbitrage tactics no longer guarantee success.
Michelle Warner says fundamentals and relationships now matter far more than flashy shortcuts.

ADVICE

Match Marketing To Offer

Map your product mix on a continuum from traffic marketing to relationship marketing to pick aligned tactics.
Michelle Warner advises choosing marketing strategies that fit your offering to avoid wasting precious leads.

INSIGHT

Quality Beats Quantity For High-Touch Sales

High-touch services benefit from fewer, higher-quality prospects rather than mass reach.
Michelle Warner notes relationship marketing yields higher conversions for bespoke offerings.

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In this episode, we dig into the realities of running a relationship-led business in a market that’s no longer in beginner mode. Michelle Warner joins us to talk about what’s changed (and what hasn’t) in a world where quick wins and easy opportunities are drying up, and why now more than ever, the boring stuff—fundamentals, relationships, offers that fit—really matters.

We cover how to adapt to a maturing market, where the “growth hacks” of the past aren’t working like they used to. Michelle shares why most client issues aren’t massive strategy problems but small, foundational misalignments—and why fixing them starts with a return to the basics.

This is an episode for anyone feeling like what used to work just… doesn’t anymore. And for those ready to stop chasing the next big trick and return to the very unsexy, very effective roots of sustainable business.

* Why the market isn’t broken—it’s just finally maturing (and your tactics need to, too)

* The real reason your sales aren’t working (hint: it’s not because you’re not posting enough)

* The problem with marketing arbitrage plays (Substack, LinkedIn newsletters, bundles—you name it)

* Why your offer math might be the real problem behind your revenue plateau

* How AI is making everyone sound the same—and how to stand out by being specific

* Why the boring fundamentals are the most effective thing you can do right now

* What to do instead of panic-posting when leads slow down

“That's the key to relationships. The specificity and the “because statements” allow you to also build sticky relationships. So a lot of times when we're networking a, we don't know why we're networking with people, so we end up just meeting people and then trying to force square pegs into round holes, and b. so then you get stuck in these small talk traps.” - Michelle Warner

About our Guest

Michelle Warner

Sequence over Strategy podcast

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