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

Jessica Mehring, founder of Horizon Peak Consulting, dives into the complexities of AI in content creation. She emphasizes how AI can erode trust if not blended properly with human writing. Jessica discusses the issue of language homogeny, where AI-generated text lacks individuality and soul. She advocates for keeping authentic human touches in communication, highlighting the importance of trust in client relationships. Ultimately, Jessica encourages finding the right balance between AI and human creativity to enhance engagement.

Who hasn’t set up a system (or hired someone else to do so) that seems to make your efficiency dreams come true... and that just didn't happen. Or worse? Broke your business.The alternative? Embracing Simplicity over Systems. Embracing Simplicity over Systems, another core Aggressively Human pillar. How can we be thoughtful about where and how we use systems to be in service, instead of just buying systems as a service.And who better to bring in our episode is fellow Ops brain Nikki McKnight. Nikki McKnight (she/her) is an operations and systems strategist for creatives who want to develop operations & systems that create industry-leading experiences for their clients. And yes, she’s also Meg’s co-host on the romance podcast First Dates and Soulmates - because successful millennials need hobbies too, right?In today’s episode, hear our discussion about the role of systems in an “aggressively human” business- The definition of “systems” you hear 99% of the time and why that’s one of the biggest myths we’re busting- Why a fully automated customer journey might be the worst thing for your business- The systems investments we regret and the tools we couldn’t run our businesses without (including Nikki’s Ninja Dashboard)- Why all three of us embrace a “tool agnostic” approach in how we talk about systems and automations with our clients (and why that helps both our clients and us!).- How to avoid giving away power - in all its definitions - to software, contractors, or algorithms and keep agency over your business decisions.- Ways to use automations to prevent (or in some cases add) friction to improve your client experience… but only if you know where and why that’s happening“A system is … a vehicle for everybody involved in the ecosystem to make a decision. Whether that is me as a business owner, whether that is a member of my team, whether that is a client that I am working with, whether it is a member of my audience that is not yet a client or may not ever be, the whole goal here is how do we make decisions? That's it. Full stop.” - NikkiAbout our GuestNikki McKnight: http://www.theopsshop.biz/LinkedIn: https://www.linkedin.com/in/nikkimcknight/Subscribe to FAFO: the systems newsletter for creatives who hate 'em: https://theopsshop.biz/fafo/Resources Mentioned:Donella Meadows - Thinking in SystemsConnect with Meg and JessicaListen on SpotifyListen on Apple PodcastsMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

“So maybe we're leaving or maybe we're staying, but we're staying as a person versus as a business owner. But then everyone is scattering. As a business, how are we marketing to people when it's diffuse? And then as a person, it's like, well, where's everyone going now? And how can I be there with my friends?” - JessicaEvery year, it feels like January is just the longest month ever.But this year has felt like a whiplash between the beginning of the year until recording on January 24, 2025. Meta policy changes, TikTok ban and un-ban and more.So we’ve broken from our schedule to cover a special “January 2025” state of play in the world of AI, algorithms, and automations.We don’t have answers, because nobody does. We just simply have questions, and thoughts about how we might navigate this season. But hopefully this conversation can give you some food for thought about the questions we’re asking, and how these changes might have long-term ramifications on your overall marketing strategy — and mental health.In today’s episode we discuss:- The shifting currency of power: why attention is the world’s most valuable resource- The cost of building your business on rented land, and what happens when the platform changes overnight- The thorny questions around staying or leaving social media platforms- What costs we might pay to leave the “free” platforms- How your potential client behavior factors into where you can connect with them, and how to operate when that’s not necessarily where you want to spend time- Why discernment is the word of the year when it comes to choosing where to put your time and attentionJoin the Convo on Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

“AI cannot come up with new ideas. It can paste things together in new ways perhaps, but it's still it's still the monkeys on the typewriters, right? It's still the infinite monkey thing. It's just mashing together old ideas in new ways perhaps, but it can't come up with truly unique new ideas.” - Lacy BoggsThis week, we’re talking with Lacy Boggs, founder of the Content Direction Agency but also has done every business model in the online entrepreneurship space. We talk pivots, thought leadership, and how to stand out in the age of more content than ever.In today’s episode we cover:- How Lacy has decided what she wants to be when she grows up (and why her eulogy won’t be “I wrote marketing copy”).- When should you pivot and descale and how that impacts your relationship to your body, your business, and marketing- Where the human element is non-negotiable in coming up with new thoughts - not just AI mashing together old ideas- The distinction between thought leadership and thought performance - and how to move beyond LinkedIn hot takes and selfies- What tools are in Lacy’s toolkit in order to curate, compost, and communicate new thoughts and ideas“I don't want AI to do my art and thinking - I want it to do my dishes and get my groceries, right? I want it to do the menial things so that I could do the art, and that's where I think we're probably going wrong.” - Lacy BoggsAbout Our Guest:Follow Lacy Boggs:https://lacyboggs.com/Lacy’s Content SolutionThe Thought Leader LabResources Mentioned:Writing Down the Bones by Natalie GoldbergBraiding Sweetgrass by Robin Wall KimmererBlack Oracle Goddess Within Oracle DeckInoreader - Build Your Own News FeedReadwiseView the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

The conversation dives deep into the essence of community in business, emphasizing genuine relationships over transactional interactions. The hosts explore how true communities foster loyalty, trust, and collaboration, highlighting the pitfalls of treating clients as commodities. They discuss the significance of reciprocity and shared values in enhancing client retention. Insights on leveraging AI to boost engagement reveal modern pathways to connect authentically. This engaging discourse underscores that a thriving community isn't just a feel-good concept, but a powerful business strategy.

The act of podcasting - recording it, editing it, and listening to it - is one of the most embodied acts in content creation. Because no matter how good the AI bots sound, there’s something simply human about listening to someone else’s authentic voice in your earbuds.Today’s interview is with amelia hruby, founder of Softer Sounds podcast production studio and host of the Off the Grid podcast. Amelia has some strong points of view about AI in the podcasting industry, and the power of a human-oriented podcast process.In today’s episode we dive into:- The power of podcasting to bring our ideas to life and build trust in a way that is distinct to writing- Why Softer Sounds leads with the voice in all aspects of the creation and production process (not just in the editing process)- What happens when you take your magical, unique, sparkly creations and run them through AI processing and show notes (hint - they become dull, generic, choppy, and overly polished).- How Amelia leads with her human-first and audio-first values - and how that is a powerful filter for the clients she works with- The less obvious way you market and sell a higher-touch - and higher-cost - level of service- The unexpected benefits from having multiple people on the other end of the podcast production process“I built a lighthouse in my business that isn't really about podcasting, but brings to me people who are willing to ask hard questions about how they're willing and want to show up in their business” - AmeliaAbout Our Guest:Follow AmeliaSofter SoundsOff the Grid PodcastAll of Amelia’s Other Podcasts!Connect with Us:Subscribe to the Substack and get the full show notes:Listen on SpotifyListen on Apple PodcastsMeg CaseboltJessica Lackey This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Dialogue over Monologue: Our next Aggressively Human pillar.AI and automations can make it easy to have “faux-dialogue”: where you’re sent tons and tons of “personalized” emails, or you think you’re having a conversation with someone but you’re really just talking to an AI agent or a bot. And dialogue comes with risk: when you open up your world for real conversations, you might hear “no” or get people disagreeing with you.In today's podcast we dive into:- Why we might shy away from dialogue, but why Meg and Jessica chose this as a core Aggressively Human philosophy- When you might actually choose automation over dialogue- How dialogue reduces the gap between your ideas and real feedback (and why shouting into the void won’t get you there)- Why we decided to co-host this podcast (and how we rely on each other and other colleagues in our work)- The power of real time listening in order to pivot to the market (and keep making sales)View the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg CaseboltJessica LackeyResourcesJosh Spector’s For the Interested newsletter This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Dr. Michelle Mazur - messaging strategist and community builder for experts - has a point of view about sales for experts and other service-based businesses. Because the lower-touch approach to sales that might have worked a few years ago isn't working as well anymore.In today’s episode, you’ll hear about how Michelle is taking a human-centric approach to sales and community building.- Private tours, 80% conversions, zero sleaze—hear her sales process that is part college tour, part vibe check.- “But it doesn’t scale!!” How to think about sales when you’re selling high-touch, high-value, or high-cost services.- Want to speed up the buying cycle with automation and AI? Maybe not - how slowing down your sales process can actually make you the fastest closer in a weird economy.- "No one buys community": what happens when you build community people didn’t know they needed—and how fast they connect once they’re inside.- Marketing isn’t guesswork— how the quarterly marketing experiments in the Expert Up Club help her (and her clients) stop wasting time and start seeing results.- Michelle’s “situationship” with Claude AI, and where this tool fits into her marketing system and tech stackView the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg Casebolt: https://loveatfirstsearch.com/Jessica Lackey: https://www.jessicalackey.com/About our GuestMichelle Mazur’s Three Word Rebellion – Her book that helps experts create clear, compelling messaging.The Expert Up Club – Michelle’s community for experts focused on "do less but better" marketing.ResourcesThe Duped Podcast – Co-hosted by Michelle Mazur and Maggie Patterson, exploring the dark side of online business.Heidi Taylor – A sales coach mentioned in connection with Michelle’s business journey.Claude AI – An AI tool Michelle uses to streamline her messaging work, particularly analyzing voice-of-customer data. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

Big audiences mean big revenue.... right? Maybe. But maybe not.What if the money isn’t actually in your list, but instead in the relationships with the people on your list?What if for service providers, it’s about the right people on your list, versus more people on your list?What if it’s not about contacts and conversion rates, but instead about connections and conversations?In this episode, hear our Aggressively Human philosophy #1: Conversations over Contacts.- When the money isn’t in the banana stand (or your list) and the power of smaller, engaged lists- What happens when you start conversations with your email subscribers (and why you’ll never take sales calls out of our business models)- Busting the paradigm of “conversion rates” and search volume and why we need to think differently about how we engage with our subscribers as service providers (and why 10 parents searching for dyslexia help for their child locally can be better than 10,000 clicks.)- Why your business model informs your audience growth strategy (and why Jessica is leaning in to growing her list without the pressure to “monetize it” right away)- Learn how Meg turns referrals into future collaborations (and it’s not through an automated sequence)Resources:Give to Grow by Mo BunnellListen on SpotifyListen on Apple Podcasts This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com

When your family expands, the goal should be to automate more, to delegate more, and keep business as usual, right? Not for today’s guest.Andréa Jones is a marketing and social media strategist that recently left the high-pressure agency world behind after the birth of her second child, focusing now on marketing strategy and a marketing strategy membership. In this episode, learn her aggressively human approach to marketing, community management, her business model and oh yes - doing business while being a parent.- The shift from the Savvy Social brand to the Mindful Marketing brand, and how that fits in with her community-centric approach to marketing- How parenthood shifted Andréa’s approach to work, parenting, and saying “no”- The “aha” moment that had her questioning her whole business model, after working with some of the biggest names in online business.- Andréa’s current and future marketing strategy, now that she’s no longer running her agencyAbout Our Guest:Follow Andréa Jones: https://onlinedrea.com/Resources Mentioned:Mindful Marketing Podcast: Dark Social: What is it + How it’s Affecting Your BusinessAndréa’s The Everything PageElizabeth Goddard’s Original Everything PageView the Full Show notes on our Substack: https://aggressivelyhuman.substack.com/Listen on SpotifyListen on Apple PodcastsConnect with Meg and JessicaMeg Casebolt: https://loveatfirstsearch.com/Jessica Lackey: https://www.jessicalackey.com/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit aggressivelyhuman.substack.com