AI ate my business… except it didn’t

A year ago, I was convinced AI was about to come for my business.

About 70% of Zander Media’s revenue comes from video production, and interview-based videos, in particular.

The technology exists to take a picture of someone off the Internet and generate video of them saying almost anything.

But as humans, we aren’t there yet.

There’s an uncanny valley. The videos just don’t feel right. Authentic communication matters – perhaps now more than ever.

Instead of collapsing, Zander Media had a very strong last few months and beginning to the year.

But just because the threat didn’t materialize in 2025 doesn’t mean it isn’t real. And more importantly, the exercise of assuming the worst turned out to be valuable.

The Only Things I’m Sure Of

The world is chaotic. Nobody knows what’s coming.

I’m devoutly optimistic in my life, but… things are pretty bleak.

Between AI, job disruption, politics, and the economy, the only safe prediction is that there’s going to be a lot more change – not less.

I was talking with my friend Josh recently about the job market. He asked me what advice I’d give someone looking for a new job.

I ended up giving the same answer I seem to return to again and again:

There aren’t any shortcuts.
​The hard work is the hard work.

Instead of looking for a hack, the goal in looking for work should be finding something that you are uniquely well suited to doing – and then doing the work to get noticed.

I told Josh I’m only interested in doing things in business that, even if they completely fail, I walk away better, with more skills and more meta-training.

Sales — or what Dan Pink would call non-sales selling — is one of those skills.

Influence, persuasion, and coalition-building are skills that are as relevant in the age of AI as if we’re living in caves and banging rocks together to make fire.

Because even when you’re wrong about the threat to your business or career, the practice of preparing makes you stronger.

The Job Market Version

Josh asked me for my advice for people looking for work. My advice was straightforward – and a little unreasonable.

Ask fifty people for advice. Do the harder work of asking people for help:

“This is where I am. This is what I’m looking for. Can I ask your opinion? What skill has mattered most in your career over the last three years?”

Listen.

Then go practice three things that people suggested.

In finding work – and in life – there aren’t any shortcuts that aren’t either illegal or slimy. The way to do things is the way to do them. As Ryan Holiday would say, The Obstacle Is The Way.

It’s hard. And that’s actually a good thing.

Increase Your Luck Surface Area

Most good things in my life came from increasing my surface area.

This is most similar to the twenty years I spent going on first dates. I did extraordinarily ridiculous things. I asked professional colleagues for personal introductions. I went to speed dating events. I took courses. I asked people out at dance classes and in the gym.

I was terrified.

But it was the doing of those difficult things that made me who I am – and made my current relationship a success.

Careers work the same way.

A podcast is forced networking.
A conference is a relationship engine.
A network is something you build before you need it.

When I was first getting started with Responsive Conference, I asked everybody I knew who I should talk to – not to sell tickets, but for advice. I asked who they knew who had produced successful events and what they did differently.

Only much later did I start asking people to buy tickets.

Judge Reps, Not Outcomes

Last week, I shared a frame I use in fitness that I’m bad at applying everywhere else.

Only judge your progress by what you did today.

Never judge where you are in relation to the end goal. Ask only: Did I practice today?

Did I write today?
Did I talk to someone today?
Did I put myself in a position where I might find a new opportunity?

Effort compounds.

The hard thing in front of you is the thing you most need to do.

Homework

For the next seven days:

Make a list of 25 people you know

Ask each one question: “What skill has mattered most in your career over the last three years?”

Pick one rep you can do daily for two weeks.

Track only one thing: Did I do the rep today?

Even if you’re wrong about what’s coming, it will make you stronger.