AI for Businesses: 6 Steps All CEOs Should Take

It’s been more two years since ChatGPT burst onto the scene, and business as we know it has changed forever. 

CEOs are all asking the same question right now: How do we embrace AI at our company in a way that’s safe and effective? Studies show that many companies haven’t developed an AI strategy yet, which means very few small and mid-sized businesses have found an answer to this question.

The key is developing a culture where your people feel comfortable experimenting and problem-solving with AI. If leaders take the right steps now, they can help their people see AI as a helpful tool and not a threat.

Below, I’ll outline six steps you can follow to encourage healthy AI use at your company.

Why a top-down approach won’t work with AI

As I look at small and mid-sized businesses out there that are winning with AI, they all have something in common: They’ve avoided the mistake of going top-down.

Let me explain what I mean.

Often, you hear about CEOs coming back from conferences or discovering something new and saying, “We need to start doing X right away.” These kinds of initiatives tend to fizzle out.

Maybe the buy-in isn’t there.

Maybe the CEO moves on to something new.

To build an AI culture, you can’t follow that playbook. 

With AI, there are literally thousands of new tools on the market — with more coming all the time. Even AI experts can’t keep up.

Your front-line employees are the ones in the day-to-day work of your business. They’re the ones who need to be leading this charge. They’re the ones who can try out a bunch of tools and see which ones they like. 

As the leader, it’s your job to make it safe and fun to experiment. Then, let your people lead the way. They’ll come back to you with things you never dreamed of.

And your business will thrive. 

Building a healthy culture of AI in 6 steps

Whatever your starting point, whatever your company identity, these six steps will help you build a healthy AI culture at your organization. 

1. Start with education

The clearest way to combat fear is with education, so the first step is all about information. 

At IMPACT, we tell our clients to take an entire day for an AI training workshop. You can watch keynotes, share presentations, and check out product demonstrations and walk-throughs. 

Everyone will come into the day with different levels of comfort — most will have experimented on their own, some not so much — but they will leave with a shared language and a clearer understanding of AI and its capabilities. 

2. Set clear expectations

Pretty quickly, you can get all the fears out into the open, and that’s always an important first step. As a CEO, I know how when things go unaddressed, they tend to fester. The way you fight it is with clarity and information.

Your people will want to know, first and foremost, if AI is going to take their jobs. A lot of talk in the industry goes like this: AI will not take your job, but someone better at using AI than you might. 

I think that’s true, but I also like what HubSpot’s Dharmesh Shah said at INBOUND 2023: “AI is going to take your job — but it’s going to give you a job you like even more.” 

The way you prepare for the future is by learning. Tell your employees that experimenting with and embracing AI is now part of their job — and it will now be a part of their performance review. 

Ask that they set aside an hour per week to learn and experiment.

As you do this, you’re going to address some concerns. Most of all, people will want to know if AI is going to take their jobs. 

Remember, a top-down approach is not going to work. You don’t want to choose the platforms and tools your team should use.

Instead, let them discover the tools that can make them better at their jobs, and then let them swap stories and insights.

But this experimentation is important. AI is the future. If we’re not learning, we’ll fall behind our competitors. AI is going to disrupt knowledge work, and those marketers, designers, and developers who want to keep doing things the way they’ve always done them are going to get left behind. They need to start preparing for that future now, and they do so by exploring and discovering.  

3. Give them guidelines

Experimentation is the goal, but only if it’s done safely and responsibly. Otherwise, you have chaos and risk.

There are a lot of great examples of AI guidelines out there. The city of Boston, for one, published a pretty comprehensive guide to using AI.

At IMPACT, we created what we call the "SAFETY" guidelines to keep us and our clients safe. We rolled these out to our team and made sure they were crystal clear. 

We say that any AI experimentation needs to be:

• Secure: We must keep our (and our clients’) data secure. Check the data security levels of the tools you use and act accordingly. If you’re not sure, don’t risk it. 
• Assistive, not autonomous: AI is a helper, not a team member. There must be a human in the loop at all times. We are accountable for what AI does, and our oversight is vital.
• Fact-checked: We would never blindly publish anything AI produces. We check everything.  
• Experimental: AI can help us improve our work quality and increase our output. We need to experiment to see how.
• Transparent: Our use of AI is not a secret. We should be transparent with coworkers, supervisors, clients, and our audience. We cite sources. 
• Remember, Your expertise matters: AI can enhance your creativity. AI can speed up your repetitive tasks. None of this is possible without your expertise. Let AI multiply your impact for the good of the organization.

Guidelines are there to keep them (and your company) safe. If they’re done right, guidelines don’t restrict experimentation — they make it easier.  

These ones are broad enough to cover big concerns. Just like with everything else, encourage your people to use their best judgment. 

4. Identify your 'AI champions'

Identify internal AI champions who can help teach, support, and encourage other employees. These should be tech-savvy early adopters who are optimistic, well-liked, and good teachers. 

You could make these folks your official champions, with some formal expectations tied to the role, or it could be more of an informal thing. But you’ll want these champions to have a direct line to the leadership team so that as they build momentum and buy-in they can keep company leaders in the loop. 

5. Provide a process for experimentation and measuring ROI

Experimentation can be haphazard. Your team members may want a framework to help them stay on track. At IMPACT, we recommend a process that’s based on the scientific method. The same one you learned in school. 

It goes like this:

1. Describe the problem or opportunity
2. Create a hypothesis 
3. Determine the metrics for success
4. Plan an experiment to test your hypothesis
5. Identify the potential impact 
6. Run the experiment
7. Document the results
8. Share your findings 

We ask our team members to document the AI experiments they’re undertaking. With a formalized process, we can keep track and share information between teams. 

All along, you’ll be tracking the potential ROI of these experiments, both on the micro level (experiment by experiment) and on the macro level (for your whole organization). Some AI tools, like chatbots, can be expensive. Others are cheap. Working them into your processes can yield a huge savings — but only if you keep track.

Remember, not all experiments will be successful, and that's okay. You will learn a lot from any failure.

Also, remember that things are moving at a break-neck pace. If you try something today and it doesn't work, there might be new tools in six months that make it possible. So make sure you keep trying. 

6. Reward employees; celebrate success

If you want something to become a part of your culture, reward it. If you want a success to be duplicated, celebrate it.

There are a number of ways you can do this, from a simple shout-out at an all-hands meeting to an actual cash prize or bonus. At IMPACT, we do both. We share our AI wins at our monthly meetings so each experiment can inspire others. 

At the same time, I’ve put in place a $5,000 per quarter prize to be given out at my discretion. It may all go to one person. It may be split between several — or it may not be awarded in a given quarter.

The idea of a bonus spurs innovation, and we’ve seen a big uptick in experiments since the prize was announced. 

Leading your company into the future

Getting your team to embrace something new can be hard, and sometimes you need help. As my business partner Marcus Sheridan always says, you can be a prophet to the whole world, but you might not be accepted in your hometown.

In other words, changing an organization from the inside is no easy task. Even if you’re the CEO, creating a culture change out of the blue can be daunting. 

You may need some guidance.

We’ve led AI workshops at dozens of businesses that build momentum, create buy-in, and change the culture. We can work hand in hand with your team to set the right tone so your people feel excited, not on-edge. 

If you’re among those 80% of businesses still waiting on the sidelines, now’s the time to step forward.

With the right assistance, you can create a culture of innovation that will keep you ahead of the curve for years to come. 

Author: rruffolo@impactbnd.com (Bob Ruffolo)

* This article was originally published here

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The Power of Discussing Your Competitors to Win More Customers [Endless Customers Podcast Ep. 73]

About This Episode

When it comes to growing a business, we know that being transparent is a necessity, but how far are you willing to take it? Many business owners are cautious about mentioning their competition in content, fearing it might drive potential customers away to seek those competitors out. The question is—should you talk about your competitors openly? The short answer: absolutely.

On a recent episode of Endless Customers, Alex Winter sat down with Brian Casey, Head Coach at IMPACT, to tackle this common concern. Their message to business owners is clear—discussing competitors is not only the right thing to do, but it also builds trust and positions you as an industry authority. Here’s why.

Why Transparency Is So Powerful

Let’s face it, customers are already researching competitors. The truth is, buyers don’t live in a vacuum. They are likely to evaluate several companies before making a decision, regardless of whether you mention them. As Brian puts it, “There’s not a market where people are only going to evaluate you and nobody else.” So, whether you discuss competitors or not, the comparison is happening.

This begs the question: Do you want potential customers to find their information about your market from someone else? Or would you prefer to control the narrative by being the source of that information? According to Brian, “The conversation already exists. Do you want to own it?”

The Fear of Losing Customers

One of the biggest concerns for business owners is that talking about competitors could drive potential clients toward them. This is a valid fear, especially in competitive industries. But, as Alex points out, “People know how to search, and they want the truth.” The days of trying to present yourself as the only option are long gone. Modern customers want transparency—they crave it. By addressing competitors openly, you’re not pushing customers away. Instead, you’re showing them that you’re confident in your product or service.

One great example of this is how businesses like Yale Appliance in Boston compare appliance brands side-by-side for their customers. They don’t hide the fact that some brands have more service issues than others. They lay out the facts, even if those facts don’t always make their top-selling products look perfect. And guess what? Customers respect that honesty. This level of openness often wins their trust and, ultimately, their business.

Discussing Competitors Builds Trust

One of the core principles of the They Ask, You Answer framework is the importance of trust. “People buy from businesses they trust,” Alex explains. The best way to build that trust? Be upfront, even when it’s uncomfortable.

Brian shares how acknowledging your competitors in a neutral or even positive light during sales conversations often leads to better outcomes. Rather than attacking competitors or ignoring their existence, acknowledging their strengths and weaknesses creates a more balanced, transparent conversation. “There are pros and cons to doing business with them, just as there are pros and cons to doing business with us,” Brian advises. “We want the buyer to make the right decision for them, and that means being honest.”

In fact, this open-minded approach can make your business stand out. It demonstrates confidence, removes the traditional "salesy" pressure, and disarms potential buyers who are used to being pushed in one direction. As Alex puts it, “It’s not the pushy tactic that sets off red flags.”

What About the Legal Side?

Some business owners may worry about the legal ramifications of mentioning competitors, particularly in highly regulated or litigious industries. “What if they sue us?” is a common concern. 

Brian acknowledges that some companies have even faced threats of lawsuits, but he reassures listeners that there’s nothing to worry about if you’re sticking to facts. “If you’re speaking factually, validating with third-party data, and using publicly available information, you’re on solid ground,” Brian says. As long as your content is fair and fact-based, the risk of any legal blowback is minimal.

The Impact of “Best Of” Content

One particularly powerful form of competitor-focused content is the “Best Of” article. Businesses that rank themselves and their competitors within a specific category (e.g., “Best Pool Builders in Arizona”) can capture a lot of high-intent search traffic. Brian shares how one of his clients, a pool company in Arizona, was hesitant to write a “Best Of” article. But after publishing it, they saw tremendous results. “It became their top traffic driver, bringing in three times as much as their homepage,” Brian explains.

People searching for “best” companies are usually at the end of the buyer’s journey. They’re ready to make a decision, and they just need a little guidance. If your company is the one providing that guidance, you’re in an excellent position to win the business.

HERE’S AN EXAMPLE OF A “BEST OF” ARTICLE

One key tip: when creating “Best Of” content, be fair and balanced. Rather than putting yourself at the top of the list, use neutral criteria like alphabetical order or customer reviews. This approach keeps your content unbiased while allowing you to include yourself in the rankings.

Regular Updates Are Essential

However, Brian warns that these types of articles are not “set it and forget it.” They need to be updated regularly to remain relevant. Pricing changes, companies go out of business, and new competitors enter the scene. A once-popular article can quickly lose its effectiveness if it’s not kept current. “It’s an evergreen topic, but the information is dynamic,” Brian emphasizes. If you let your content become outdated, you’ll see a drop in traffic.

Control the Conversation

Ultimately, the decision to talk about your competition boils down to one simple fact: the conversation is happening with or without you. “People are going to evaluate more than one vendor,” says Brian. So why not be the one to guide them through that evaluation?

By being open about competitors, you’re not only building trust but also positioning your business as a thought leader in your industry. And in the process, you’ll attract more qualified leads who appreciate your transparency.

Connect with Brian Casey

Brian uses his background in sales & inbound marketing strategy to coach clients on creating content that impacts sales and helps businesses reach their ideal buyers. His experience in working with clients spans across all types of businesses in unique markets.

Check out Brian’s IMPACT Bio

Connect with Brian on LinkedIn

Keep Learning

• Watch: Search Engine Optimization: How to Stay ‘On Top’ in the Age of AI
•  Ask: Rethink Your Marketing Budget: Is Your Strategy Driving Real Returns?
• Read: Marketing Agency vs. In-House Team: What’s Best For Your Business?

Author: awinter@impactbnd.com (Alex Winter)

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Introduction to AI for Business Leaders and Employees

Imagine having an army of 10,000 super-smart workers willing to do your bidding 24/7 for free. What would you have them do?

This provocative question posed by Nigel Botterill at the Entrepreneurs Circle conference perfectly encapsulates the potential of AI in today's business world. AI, which we all know stands for artificial intelligence, but I like to say it stands for Assistants and Insights, which is the mindset we all should have.

AI offers every employee the opportunity to have the equivalent of small group of highly talented and brilliant personal assistants ready to handle just about any task, making their job easier and more efficient, often at a minimal cost, if any cost at all. 

I'm sure many of you are already familiar with ChatGPT or Copilot and may have even experimented with them. However, this is just the tip of the iceberg.

AI is poised to revolutionize the way we work, offering unprecedented levels of efficiency, innovation, and productivity. From automating mundane tasks to providing deep insights that drive strategic decision-making, AI is set to transform businesses across industries in ways we are only beginning to understand.

But with great power comes great responsibility. AI's impact on knowledge workers will be profound, dramatically reshaping the workforce as we know it. This transformation will present both incredible opportunities and significant challenges, fundamentally altering job roles and workflows. It's crucial to not only understand how AI works and the key terminology involved but also to grasp the steps needed to create a culture of AI within your organization.

This article will serve as your primer, providing a comprehensive introduction to AI and preparing you for the future of work. The stakes are high, and the future of your career and your business depends on how well you adapt to this new reality.

Table of Contents: 

1. What is AI and How Does It Work?
2. Key AI Terminology & Fundamentals
3. AI’s Impact on Knowledge Workers
4. 6 Steps to Creating a Culture of AI
5. Are You Ready to Bring AI to Your Organization?

What is AI and How Does It Work?

Artificial Intelligence refers to the simulation of human intelligence in machines that are programmed to think and learn like humans.

At its core, AI involves creating systems that can perform tasks that would typically require human intelligence, such as understanding natural language, recognizing patterns, solving problems, and making decisions.

The field of AI encompasses various subfields, including machine learning, which allows systems to learn from data and improve over time without being explicitly programmed.

One of the most groundbreaking advancements in AI has been the development of large language models (or LLMs), like ChatGPT. These models are trained on vast amounts of text data, enabling them to understand and generate human-like text.

Over the past few years, AI research has made significant strides, culminating in what many refer to as "the ChatGPT moment." This moment marked a turning point when AI's capabilities became more apparent and accessible to the general public. ChatGPT, developed by OpenAI, demonstrated the potential of AI to engage in coherent and meaningful conversations, making it clear that AI was no longer a futuristic concept but a present reality.

The progression to this point has been fueled by advances in computing power, the availability of large datasets, and innovative algorithms. Initially, AI systems were limited to specific tasks and required extensive programming for each new function. However, with the advent of machine learning and deep learning, AI systems can now learn from data, recognize patterns, and make predictions with remarkable accuracy. These advancements have made it possible for AI to tackle complex problems and provide valuable insights across various domains, from healthcare and finance to customer service and marketing.

Looking ahead, AI is expected to continue evolving at a rapid pace. Future advancements will likely include more sophisticated and capable AI models that can understand and generate text, images, and even video content with greater precision. These developments will enable AI to assist in more complex and nuanced tasks, further integrating into our daily lives and work environments. As we move forward, it's essential to stay informed about AI's capabilities and potential, as well as the ethical considerations and challenges that come with its widespread adoption.

Understanding what AI is and how it works is the first step in leveraging its potential. By grasping the basics of AI and its recent advancements, you can better appreciate its impact on your work and the broader business landscape. This knowledge will empower you to make informed decisions about how to incorporate AI into your daily tasks and long-term strategies, positioning yourself and your organization for success in the AI-driven future.

Key AI Terminology & Fundamentals

Before we dive deeper, let’s get familiar with some key AI terms. Don’t worry, we’ll keep it simple and relatable. 

Prompting

Prompting is what you do when you request an AI to do something (like when you start a conversation with ChatGPT), and it is crucial in AI interactions. Think of it like giving instructions to an assistant: if you provide poor instructions, you can expect poor output. The quality of the prompts you give to an AI model directly affects the quality of the responses you receive.

Clear, specific, and well-structured prompts lead to more accurate and useful outputs. As AI becomes more integrated into daily tasks, mastering the art of prompting will be essential for maximizing the effectiveness and efficiency of AI tools in your workflow.

Usage Will Train the Model

The more you use AI platforms, the smarter they become. Interaction with these platforms helps train the models, improving their accuracy and usefulness. However, it's important to be mindful of the information you share. 

While some platforms ensure privacy, others may use the data you provide to train their models, which can then be used to answer questions from other users. This can pose significant security risks, such as exposing confidential client information, company financials, intellectual property, or employee data. It's crucial to avoid sharing sensitive information and to be aware of the potential implications of perpetuating biases and discrimination within the hiring process.

Getting your Brand Recommended by AI

Getting your brand recommended by AI is akin to optimizing for search engines. The same principles apply: you must invest in a robust content marketing strategy like Endless Customers (an updated and evolved version of They Ask, You Answer). 

This involves publishing and optimizing high-quality blog articles, YouTube videos, and podcasts. Implementing effective SEO practices and using schema markup are essential to ensure your content is discoverable. Regularly publishing content enhances your brand's visibility and relevance. Large language models like ChatGPT learn from readily available content on the internet, so the more valuable and optimized content you produce, the higher the chances of your brand being recommended by AI.

Multimodal

Multimodal refers to AI systems that can process and integrate multiple types of data simultaneously. Unlike traditional AI models, which typically handle a single type of data such as text, image, or speech, multimodal AI models can understand and generate outputs from various data sources, including text, images, audio, video, and even code. This capability allows these models to provide richer, more comprehensive insights and make more informed decisions.

ChatGPT is multimodal, meaning it can process and generate responses using multiple types of data, including text, code, images, files, and videos. For example, ChatGPT-4o can not only understand and generate natural language text but also analyze and generate code, create, interpret and describe images, and even process video content. This capability allows it to provide comprehensive assistance across various tasks: it can debug code, provide visual content descriptions, extract information from Office or Google files, and offer insights from video analysis.

AI Agents

Currently, AI operates mainly by prompting and providing responses based on user input. However, the future of AI lies in the development of AI agents—autonomous entities capable of completing tasks on behalf of users without constant human intervention. These agents can learn, adapt, and make decisions based on the data they process, potentially transforming how we interact with technology.

Imagine an AI agent tasked with booking an executive retreat: it could autonomously search for suitable venues, negotiate prices, arrange transportation, and manage schedules, all while considering the specific preferences and requirements of the executives.

While the widespread use of AI agents is still on the horizon, their potential to automate complex processes, enhance productivity, and provide personalized assistance across various domains is immense.

Although some companies are already using AI agents, it is not yet widespread. However, we can expect to see more AI agent examples and stories emerging in 2025. Understanding AI agents and preparing for their integration into business operations will be crucial for staying ahead in an AI-driven future.

Hallucinations

Hallucinations in AI occur when models generate information that seems plausible and convincing but is factually incorrect. Unfortunately, this can happen, as AI, like humans, can sometimes appear very confident while being wrong. These errors underscore the need for careful evaluation and validation of AI outputs.

Recognizing that AI is not infallible and being vigilant about verifying the information it provides is essential. To mitigate the risk of hallucinations, always cross-check AI-generated content with reliable sources and use AI tools as aids rather than sole authorities in decision-making processes. Ensuring accuracy and reliability in AI-driven insights is critical to maintaining trust and effectiveness in AI applications.

AI’s Impact on Knowledge Workers

AI is poised to revolutionize the workplace, offering knowledge workers the tools to do their jobs better and faster. From automating repetitive tasks to providing deep insights through data analysis, AI can significantly enhance productivity and innovation. Imagine having more time to focus on strategic, creative work because AI is able to handle the mundane. 

As Dharmesh Shah from HubSpot aptly put it, "AI will take your job. But it will give you a better, more creative one."

However, this transformation comes with significant implications. According to various studies, AI and automation could displace millions of jobs worldwide. While some roles will be eliminated, new opportunities will emerge that require different skill sets. The key to thriving in this AI-driven future is becoming an "AI-enabled" version of yourself. This means continuously learning and adapting to new technologies, and integrating AI into your daily work processes.

The reality is that AI is not just a trend; it’s a paradigm shift. Those who embrace it will find themselves at the forefront of innovation, while those who ignore it risk falling behind. To ensure your relevance and success in this evolving landscape, it's crucial to understand AI’s capabilities and actively seek ways to leverage them in your work. This proactive approach will not only safeguard your career but also position you to take full advantage of the exciting possibilities AI offers.

The stakes are high. Embracing AI is not optional but a necessity. The future belongs to those who can work alongside AI, using it to augment their skills and amplify their impact. Prepare yourself now to be a part of this transformative wave, and become the AI-enabled professional the future demands.

6 Steps to Creating a Culture of AI

Creating a culture of AI within an organization cannot be achieved through a top-down approach alone. It's not enough for leaders to attend an AI conference, return with a list of ideas and tools, and mandate their implementation. Such an approach is likely to fail. 

Instead, fostering a culture of AI requires a bottom-up strategy where employees are empowered to explore, experiment, and determine the most effective AI tools and practices for their work. 

Leaders must clearly articulate the "why" behind the AI initiative, inspiring and motivating their teams to embrace AI's potential. Meanwhile, it's up to the employees to figure out the "how" and identify the right tools and methods to integrate AI into their daily workflows. 

By cultivating an environment of collaboration, curiosity, and continuous learning, organizations can successfully embed AI into their culture and drive meaningful transformation.

Here are 6 steps to creating a culture of AI experimentation: 

Step 1: Start with education

The first step in creating a culture of AI is to start with education. This article is a great tool to begin that journey.

We also recommend spending a day with your team, having an honest and open conversation about the future of AI and how it can and will impact the business. This dialogue helps to demystify AI and sets a foundation of understanding and enthusiasm.

Additionally, watching demo videos of readily available AI software can be incredibly inspiring. These demonstrations not only showcase potential solutions for your business but also highlight the impressive capabilities of AI, sparking ideas and encouraging innovative thinking within your team.

Step 2: Set Clear Expectations

It's crucial to address fears head-on, particularly the common concern: "Will AI take my job?"

Acknowledge these worries and provide reassurance that while AI will change the nature of many roles, it is not intended to replace employees but to enhance their capabilities. Clearly communicate that AI is a company priority, and that the organization is fully committed to integrating AI into everyday operations.

Emphasize that it is now part of everyone's job to experiment with and use AI in their daily work, and that this collective effort will drive the company forward.

By setting clear expectations and fostering a supportive environment, you can help alleviate concerns and encourage a proactive, innovative approach to AI adoption.

Step 3: Provide Guidelines

Experimentation is the goal, but only if it’s done safely and responsibly. Otherwise, you have chaos and risk.

There are a lot of great examples of AI guidelines out there. The city of Boston, for one, published a pretty comprehensive guide to using AI.

At IMPACT, we created what we call the "SAFETY" guidelines to keep us and our clients safe. We rolled these out to our team and made sure they were crystal clear. 

We say that any AI experimentation needs to be:

• Secure: We must keep our (and our clients’) data secure. Check the data security levels of the tools you use and act accordingly. If you’re not sure, don’t risk it. 
• Assistive, not autonomous: AI is a helper, not a team member. There must be a human in the loop at all times. We are accountable for what AI does, and our oversight is vital.
• Fact-checked: We would never blindly publish anything AI produces. We check everything.  
• Experimental: AI can help us improve our work quality and increase our output. We need to experiment to see how.
• Transparent: Our use of AI is not a secret. We should be transparent with coworkers, supervisors, clients, and our audience. We cite sources. 
• Remember, Your expertise matters: AI can enhance your creativity. AI can speed up your repetitive tasks. None of this is possible without your expertise. Let AI multiply your impact for the good of the organization.

Guidelines are there to keep them (and your company) safe. If they’re done right, guidelines don’t restrict experimentation — they make it easier.  

These ones are broad enough to cover big concerns. Just like with everything else, encourage your people to use their best judgment. 

Step 4: Identify an 'AI Champion'

Identify an internal AI champion who can help teach, support, and encourage other employees. This should be a tech-savvy early adopter who’s optimistic, well-liked, and a good teacher. 

You could make this person an official champion, with some formal expectations tied to the role, or it could be more of an informal thing. But you’ll want this champion to have a direct line to the leadership team so that as they build momentum and buy-in they can keep company leaders in the loop. 

Step 5: Provide a process for experimentation and measuring ROI

Experimentation can be haphazard. Your team members may want a framework to help them stay on track. At IMPACT, we recommend a process that’s based on the scientific method. The same one you learned in school. 

It goes like this:

1. Describe the problem or opportunity
2. Create a hypothesis 
3. Determine the metrics for success
4. Plan an experiment to test your hypothesis
5. Identify the potential impact 
6. Run the experiment
7. Document the results
8. Share your findings 

We ask our team members to document the AI experiments they’re undertaking. With a formalized process, we can keep track and share information between teams. 

All along, you’ll be tracking the potential ROI of these experiments, both on the micro level (experiment by experiment) and on the macro level (for your whole organization). Some AI tools, like chatbots, can be expensive. Others are cheap. Working them into your processes can yield a huge savings — but only if you keep track.

Remember, not all experiments will be successful. But you will learn a lot from any failure. 

Step 6: Reward Employees & Celebrate Success

Recognize AI milestones and provide tangible rewards for successful teams. Highlight AI success as integral to company achievements. Everyone loves a good celebration, and recognizing efforts keeps the momentum going.

If you want something to become a part of your culture, reward it. If you want a success to be duplicated, celebrate it.

There are a number of ways you can do this, from a simple shout-out at an all-hands meeting to an actual cash prize or bonus. At IMPACT, we do both. We share our AI wins at our monthly meetings so each experiment can inspire others. 

At the same time, I’ve put in place a $5,000 per quarter prize to be given out at my discretion. It may all go to one person. It may be split between several — or it may not be awarded in a given quarter. The idea of a bonus spurs innovation, and we’ve seen a big uptick in experiments since the prize was announced.

Leading your company into the future

Getting your team to embrace something new, like AI, is hard, and sometimes you need help. As IMPACT’s business partner, Marcus Sheridan always says, “you can be a prophet to the world, but no one will listen to you in your own hometown.”

In other words, changing an organization from the inside is no easy task. Even if you’re the CEO, creating a culture change out of the blue can be daunting. 

You may need some guidance.

We’ve led AI workshops at dozens of businesses that build momentum, create buy-in, and change the culture. We can work hand in hand with your team to set the right tone so your people feel excited, not on-edge. 

If you’re among those 80% of businesses still waiting on the sidelines, now’s the time to step forward.

With the right assistance, you can create a culture of innovation that will keep you ahead of the curve for years to come. 

Author: rruffolo@impactbnd.com (Bob Ruffolo)

* This article was originally published here

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'The Big 5': Best Business Blog Topics to Drive Traffic and Sales (+ examples)

Whether you call it content marketing, inbound marketing, digital marketing, or business blogging, a common question I get asked is, “Marcus, what the heck should our business be writing about?”

The right content can help your business grow, no matter your industry, but there are a lot of low-value articles being published these days under the mantle of “content marketing.”

This "fluffy" content may give you quick boosts in traffic but, ultimately, it does nothing to increase your bottom line or help your sales team reach their revenue goals.

In reality, it just creates more noise.

Now, every healthy content marketing strategy covers a mix of topics, and have pieces for readers at different stages of the buyer's journey, but if you're just getting started or failing to see results, you need to zero in.

If you’ve read my first book They Ask, You Answer, you know that I recommend publishing articles answering every question your customers ask — even if makes you uncomfortable.

(Actually, ESPECIALLY if it makes you uncomfortable.)

When you do that with regularity and consistency, you’ll quickly establish yourself as the No. 1 most trusted resource in your space. And today, that is the key to winning over your more modern, sophisticated, internet-enabled buyers.

It really is that simple, but it's important to remember, the scope of questions your customers will potentially ask you is limitless.

That's why, after some time of following these principles for my own business, River Pools and Spas — as well as with hundreds of other clients — I decided to review the data to see if there were any patterns or trends I could identify.

Specifically, I wondered whether the content being published directly correlated to traffic, leads, and sales — the three most critical metrics for any business with a digital sales and marketing strategy.

Lo and behold, I found five specific blog categories — which we now call The Big 5 — consistently outperformed every other blog topic out there, regardless of what industry happened to be publishing them.

In this article, we will:

• Dive into each of The Big 5 topics
• Share great examples of each topic to inspire you

The Big 5: Blog topics that work for any industry

According to Google, most shoppers say they always do research before they make a purchase to ensure they are making the best possible choice.

The Big 5 blog topics are catered exactly to this. You may be surprised at how deceptively simple these topics seem. They are:

1. Cost and pricing — including what factors make those numbers go up or down.
2. "Problems" content that explains the problems, shortcomings, and drawbacks of what you sell. 
3. Comparisons that put several products or services next to each other so the buyer can understand the differences.
4. "Best of" lists that cover best in class, best practices, and more.
5. Reviews from experts and past customers.

Below, I'll show you actual examples of each of these topics, whether from IMPACT's own blog or from other businesses (some of which are clients). This way, you can see real-world content that's answering buyer questions and building trust — even when the subject matter is complex.

1. Cost and price

When was the last time you went online to research a product or service before you made a purchase? At a minimum, within the last six months, right?

Maybe you bought a new boat for the family, hired some kind of contractor, or were looking for a new IT service provider for your company. At any point in your research, did you ask how much that thing costs?

If you’re like most modern buyers out there, yeah, of course you did. But, I’ll bet at some point, you were on a company’s website looking for information about costs, but couldn’t find clear answers.

And when you couldn’t find those answers, how did you feel about that company? Frustrated? It sure didn’t help your confidence in them, did it?

Too many companies don’t want to talk about costs on their website — and it’s typically for all the wrong reasons. These might even be the reasons your company hasn’t written about costs yet.

Do any of these excuses sound familiar?

• "But our product/services are custom-designed for individual situations."
• "But then our competitors would know what we’re charging."
• "But we might scare prospects away before we can explain the costs to them."

I see where you’re coming from. I was once there too. But let’s take a look at these reasons one by one.

Why people object to writing about cost and price

1: "But our product/services are custom-designed to individual situations"

I get it, each project you do is different. Many factors influence the final costs. Prices can vary. The best short answer you’ve got to how much you charge is: “Well, it depends.”

Your buyers get that. They don't expect an exact number. Write about the factors that influence costs and at least give a range of possible rates. It’s that simple.

2: "But then our competitors would know what we’re charging"

Let me ask you this: Do you know what your competitors charge? You probably have some idea, just like they already have some idea of what you charge.

Go look at their website. Are they discussing costs? If so, you better catch up. If not, it’s your chance to get ahead of them.

3: "But it might scare away prospects"

If you are up-front about your pricing and what drives your cost up or down and someone walks away because they can't afford you, all you've lost is a lead that was never going to close.

Being clear about your cost helps people qualify or disqualify themselves early on.

Even if they can afford you, this honesty also fosters trust. You weren't trying to hide things and surprise them with a price tag. You let them know exactly what to expect. People want to do business with companies they can trust.

Examples of cost articles

Our article, "How To Write an Effective Cost Article for Your Business" dives deeper into the steps of writing this kind of content, but in the meantime, check out these examples of it done right:

• Sales Training: How much does it cost? - IMPACT

• How Much Does Business Insurance Cost? - Berry Insurance

2. 'Problems' content

Another thing you should be honest about in your content is any possible shortcomings or "problems" that may come with your offering.

Once again, this helps you get in front of issues — and even offer ways to avoid them.

Be candid about possible problems with your product, service, or industry, but don't forget to present solutions.

Let’s say you sell roofs. Out there are folks who start their journey searching “Why is my roof leaking?” They soon discover that their old shingle roof needs to be replaced. It’s shot. No chance of repairs. Done.

Part of their research will dive into different types of roofing systems: asphalt shingle, metal panels, clay tiles.

While vetting their options, they’ll look up phrases like, “problems with clay tiles.”

As an expert, you know that a clay tile roof won’t always be the best solution for every buyer. Maybe they live in a northern climate with lots of snowfall, and a metal roof would be better. So, be honest with them.

Besides, it’s a good way to weed out non-fits for you.

Many of the problems they may have heard about clay roofs might in fact have easy solutions.

The same can be said for whatever you sell. Not all prospects are a good fit. 

By addressing problems, you have the opportunity to set the record straight and reduce the number of non-fit prospects reaching out to you for help.

Examples of problems articles

Check out these examples of great "problems" content then read our article "3 Simple Steps for Creating Great “Problems” Content (+ Examples)" for tips on writing your own.

• Top Fiberglass Pool Problems and Solutions - River Pools and Spas

• The 7 Most Common Sales Problems (And How To Solve Them) - IMPACT
• Common Problems with Slab Homes - Dalinghaus Construction

Expanding how we think about 'problems'

Whatever product or service you sell, you're selling the solution to a problem your prospects are experiencing.

But in many cases, these potential buyers only know the symptoms of their problems and may not have any clue whatsoever that you have the solution.

You can create content aimed at the symptoms of their problems and inform them of their options.

If you’re a roofing contractor, you can answer questions like, “Why is my roof leaking?”

You can write articles about how to check for leaks, how to assess water damage, and reasons they may want to talk to a roofing contractor.

They have a problem: a leaky roof.

You have solutions: a roof assessment.

If you’re a managed IT services provider, your audience may be searching online for solutions to problems like:

• “Do I need continuous monitoring of my network and phone systems?”
• “How can I save money by reducing the size of my IT department?”

Again, your audience is looking for ways to optimize their IT department while cutting costs. You can write articles demonstrating how outsourcing managed IT services can solve these common problems.

You can also consider writing content about the problems customers commonly make that may come with your competitors. After all, if people are asking about them, you need to answer.

3. Comparisons

Right around the same time folks are researching problems, they’re going to want to see direct comparisons of whatever they're looking at.

How can they decide between two different options?

Here you have an opportunity to discuss each options, the pros and cons, how they compare in different categories, and which ones are better under different circumstances.

Just make sure to be as honest as possible in your assessment. And let readers know outright which of those products/services you sell. They should know if you have a particular bias.

If you do have a bias and they find out later, you’ll lose that trust.

Examples of comparison articles

Here's a deep dive into writing comparison articles for your business: How To Write an Effective Comparisons Article.

Here are some examples:

• HubSpot vs WordPress: Which Is Better for Your Business Website? - IMPACT

• GoDaddy vs. Mailchimp - Mailchimp 

• What is the Best Insulation for an Attic? (Spray Foam vs Fiberglass vs Cellulose) - RetroFoam of Michigan 
  

4. 'Best of' lists

During that time you were researching your latest big purchase, did you use words like best or top as part of your search terms? Most likely. It’s also one of the most common ways people search.

We want to put all of our options on a spectrum from worst to best until we find what’s best for us.

'Best of' topics you should cover:

Best competitors

Let’s say your business helps other businesses solve their freight and logistics shipping needs and you provide managed transportation services for your clients.

These folks may already realize they need help to manage their freight solutions and are interested in a list of the best vendors.

How do you think they will search for businesses of your kind?

They’ll probably search something like: “Best managed transportation companies.”

You may worry that writing an article listing all of your top competitors will steer prospects away from your business.

But let’s be honest: they’re going to find out about your competition anyway. If you write a competitors-focused article introducing them to all the vendors, they’re at least reading the information on your site, and you have the first chance to convert them into a lead.

Best in class

If you’re a retailer or SaaS company of any kind, writing “best of” lists will become your bread and butter.

Let’s say you sell camping equipment. Whether as a local business or an ecommerce site, it doesn’t matter; you could write “best of” articles until you’re old and gray. For every line of product you sell, you can write “best of” lists.

And, you can get as broad or granular as you want.

• Best tents
• Best tents under $100
• Best tents for families
• Best tents for winter camping
• Best tents for winter camping at high elevations

And don’t get too caught up in using the word best. There are lots of other superlative adjectives people would use to search:

• Warmest tents
• Most durable tents
• Easiest tent to clean
• Most luxurious tent
• Quickest tent to set up
• Highest rated tents

Best practices

Do you have teachable moments related to the products or services you sell? How can people get the results they want from using your product?

Let’s continue to pretend we sell camping equipment. Our prospects would likely want to know things like:

• Best practices for planning a camping trip
• Best techniques for starting a fire
• Best strategies for catching trout
• Best ways for cleaning a trout

And in each of those article topics, you’ve got a whole bunch of products you can introduce.

Planning a camping trip? You’ll need a tent.

Starting a fire? You’ll need a fire starter kit.

Fishing? You’ll need some tackle, poles, waders, fillet knives, etc.

Examples of 'best of' articles

• 35 Landing Page Examples to Inspire Yours - IMPACT
• The 7 Best Inbound Marketing Agencies - Lean Labs

5. Reviews

As buyers are considering making a purchase, they often want to hear from past customers.  

They want to know how others feel about the purchases they made. If real people are raving about the purchase, they’re more likely to buy. If others are complaining, they may avoid it.

That's where reviews come in. If you can write honest reviews of the products you sell (and even don’t sell), you’ll connect with more prospects looking for help making purchases. In fact, 95% of buyers report reading reviews before making a purchase.

Examples of review articles 

• HubSpot CRM Review — Pros and Cons - IMPACT
• Zebra GX Series Barcode Label Printer Review (Benefits, Features, & Cost) - Computype
• Most Reliable Appliance Brands for 2024 - Yale Appliance

Where should you start with The Big 5?

There are two main options to getting started with The Big 5:

Option 1: Whatever your ideal buyers are asking the most

In this scenario, you’d run a content brainstorm with your sales team, asking them which of the questions they’re getting asked the most often.

(Learn more about how we do this at IMPACT using the revenue team model.)

Typically, when you start with this strategy, you’ll be writing at the bottom of the funnel first; answering questions that are geared toward educating more sales-ready buyers, rather than more top-of-the-funnel topics.

Option 2: Start by writing about cost

You should get ‘cost’ content out there as fast as possible because cost is one question that’s on everyone’s mind.

The key to keep in mind is that, even though your instinct may be to create content to drive traffic first, instead you should initially be creating blog content that enables sales.

Think about it this way — growing traffic is important, but it’s also a long-term game.

However, if you think with a sales-first mindset, a piece you publish today could be used immediately to close a deal tomorrow.

Need additional help?

Getting down to business with The Big 5 can be a daunting task. The following resources should be able to help:

• Free IMPACT+ course: They Ask, You Answer Fundamentals
• How To Write a Blog (+ Free Blog Post Template)
• How to Build a Brand That AI Loves

Finally, if you’re looking for more than those self-service, self-guided training resources, we also offer content coaching and training for growth-focused businesses that are ready to embrace a proven digital sales and marketing strategy, with The Big 5 right at the center.

Author: msheridan@impactbnd.com (Marcus Sheridan)

* This article was originally published here

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