Hey Reader, Most people think AI tools are neutral. Put a prompt in, get an answer out. The tool is just a tool. That's not how it works. Every major AI company was built by someone with a specific worldview — about what intelligence should do, what it should refuse, what it should prioritize when it has to choose. Those beliefs don't live in a mission statement. They get encoded into the training data, the guardrails, the reward functions, the things the model will and won't say. The output...
10 days ago • 3 min read
Hey Reader, Quick question: when you open Claude, which model do you pick? Most marketers I talk to pick Sonnet or Opus by default and leave it there. A few go straight to Opus for everything because it feels like the "safe" choice. Both are costing them — in tokens, in speed, and in output quality on tasks the model wasn't built for. The thing is that picking the wrong tool is like using a forklift to move a coffee cup or hiring a lawyer to write a grocery list. I run a 12-function AI...
24 days ago • 2 min read
Hey Reader, Most people write prompts like wishes. "Write me a launch email." Then they judge Claude on whatever comes back, decide it's mediocre, and conclude AI isn't there yet. The model isn't the problem. You handed a contractor one sentence and expected a finished build. A working prompt is a brief, not a request. You'd never tell a freelancer "write a launch email" and walk away. You'd tell them who it's for, what it's selling, what you've already tried, what good looks like, and how...
24 days ago • 2 min read
I posted an infographic this week called Claudemaxxing. The premise: two people pay for the same Claude plan and one gets 10x the output. The comments made it clear a lot of people recognize themselves in the wrong column. The infographic listed 8 things. This email breaks down all 8, how they actually work, and what they look like inside a real marketing operation — mine. 1. Projects, Not Chats This is the one that explains most of the gap. When you open a blank chat, Claude starts with zero...
29 days ago • 5 min read
Hey Reader, The email you're reading was drafted by a skill. I wrote one file, once. It holds my voice rules, my banned words, my structure, the spot where my booking link goes, and two past issues as the standard to match. This week I typed "draft the newsletter on Claude skills" and got a full draft back in my voice. I edited it and hit send. My LinkedIn posts, my meeting prep, and my weekly briefing run the same way. I run a 12-function marketing operation on Claude for under $300 a month,...
about 1 month ago • 5 min read
Hey Reader You get emails from me about Claude and AI marketing systems. This one is different, and here's the story. Over the last 90 days my LinkedIn posts pulled in over 1.1M impressions. A year ago I was posting nothing. The trick: I posted quality content Monday to Friday, every week. Consistency is the whole game on LinkedIn. And the reason most people never get there is simple: writing one good post took me an hour, and that's if I had an idea to start with. Between client work and...
about 1 month ago • 1 min read
Hey Reader, Claude is the best AI tool a marketer can be using right now. I'll say it plainly because I've tested the alternatives and it's hands down the best because it's not a tool — it's a system. It reads your brand files instead of guessing at your voice. It studies your best campaigns and models new ones on them. With Cowork and Skills it doesn't just answer, it does the work start to finish, the way a hire would. I run 12 marketing functions with no team on it, for under $300 a month...
about 2 months ago • 2 min read
Hey Reader, Anthropic shipped a new model on June 9. Three days later, the US government export-controlled it and it vanished for everyone, everywhere. It came back July 1. It's called Claude Fable 5, the first model in the Claude 5 family and the first Anthropic has put in a tier above Opus. Anthropic's claim: it beats every model they've ever released to the public, it's state of the art on nearly every benchmark they tested, and its lead grows as tasks get longer. Stripe reported it...
about 2 months ago • 5 min read
Onboarded. How to set up Claude for your marketing team in four steps: identity, projects, skills, and your stack. Most marketing teams open Claude, type a request into a blank box, and judge the whole thing by what comes back. Then they decide AI is fine but overhyped. That's not using Claude. That's using the demo. A team that sets Claude up properly isn't getting a faster writer. It's getting something that already knows the brand, the audience, and the job before anyone types a word....
about 2 months ago • 8 min read