AI isn’t going away – so let’s get it right.
- The three broad AI use cases for front-line decision-makers
- Talking Wikipedia.
- Goals & Context
- A better you.
My go-to AI is Chatbot4, but I also like Gemini and Perplexity. I’ve also been a big fan of Google’s NotebookLM .
Usage case 1: The good-enough Oracle. Maybe not the Oracle of Delphi, but it’s probably good enough for the meeting or the call. This is the equivalent of a Wikipedia that you can ask questions of.
The data and information you’re getting here is fine, for what it is. This is the ultimate middle ground. Without context, and AI will respond with the most average set of answers possible. If you want to find out what the average rainfall in Atlanta is, it’s fine. If you want to find a good site for your new location in Atlanta, you may have to work a little harder.
The key to the “Oracle of Good-Nuf” is the way you have your data processed. This is where you can ask for tables or ordered lists.
This is the kind of info you want when you’ve been called into a meeting, or you need to fake it or fill in blanks. Assuming the data is good, this is the kind of info that’s not going to win you any points for creativity or thoroughness, but no one will know you’re clueless either.
Usage Case 2: Goals and Context.
This is how the soft skills crew is going to be using AI 75% of the time.
The Standard approach to AI will be based on the Context Role A F T framework. The parts that you care about are GOAL and Context.
Here is a sample of how to use this approach:
“Hello. I am working on a marketing project involving the tourism industry in Mexico. Ultimately, I want to work with you to identify new sites and then to generate an innovative marketing plan that we can use with our network of retail travel professionals and sites.
Please take on the role of an expert in Mexican travel and tourism. You have 20 years of experience and specialize in adventure & eco-tourism. You are also quite well connected with new sites – especially on the Oaxacan coast—that US and Euro tourists would appreciate.
Together we will develop a high-level briefing for my bosses that will describe the Mexican tourism industry as it stands now and the future trends that we can tap into.”
We’ve now established 3 crucial elements to our AI conversation. 1 – our goal. Be explicit and descriptive. AIs like generating reports, so that’s probably what you’ll get if it understands you. 2. The context. You are collaborating with the AI to establish a goal. 3. The roles. You are active – delivering a proposal, addressing a meeting, pitching to a client, proposing to an investor. The AI is taking on the human traits of “smart and experienced” – and focused on the same issues as you are.
The best way to think of AI is as an alien intelligence. Lots of computational firepower, but ZERO common ground, shared experience, or innate understanding. It sounds like a real person and its easy to think that it understands you or cares for you, but it’s only job in the entire world is guessing which word it’s going to type next. Not that there’s anything wrong with that. But it doesn’t understand you, and it doesn’t have an emotional stake in seeing your succeed.
Sample Output (summarized):
Executive Action Plan: Mexican Tourism Industry Marketing Project
Objective: Develop an innovative marketing strategy targeting US and European tourists, with a focus on adventure and eco-tourism along the Oaxacan coast.
**1. Market Analysis & Current State Overview
- Key Focus: Adventure & eco-tourism, cultural immersion, and wellness tourism.
- Highlight: Increasing demand for sustainable and authentic experiences.
**2. Site Identification
- Action: Identify emerging sites on the Oaxacan coast, such as Huatulco, Zipolite, and Mazunte, emphasizing natural beauty, cultural richness, and eco-tourism potential.
- Outcome: Create a list of top-tier sites that align with the adventure and eco-tourism trends.
**3. Marketing Strategy Development
- Action: Craft a marketing plan tailored for US and European tourists.
- Tactics:
- Leverage digital platforms and eco-tourism networks.
- Promote sustainability, cultural immersion, and wellness.
- Develop engaging content and narratives highlighting these themes.
- Tactics:
- Outcome: A comprehensive marketing strategy ready for execution.
**4. High-Level Briefing for Leadership
- Action: Prepare a briefing document that outlines:
- The current state of Mexican tourism, focusing on identified trends.
- Strategic opportunities on the Oaxacan coast.
- The proposed marketing approach.
- Outcome: A well-defined briefing for stakeholders to review and approve.
Next Steps:
- Conduct detailed research and site visits for potential locations.
- Develop and refine marketing content and strategies.
- Present the briefing to leadership for final approval and resource allocation.
Ok, it’s me the human again. Not that the context cues really helped turn this into a professional tool. Also note that I am constantly asking for summaries, bullet points, action plans, exec summaries, and for info to be displayed in tables. This helps in 3 ways:
1. AIs can be wordy. They are thorough, and if your topic is well-covered by the internet the answers can be exhaustive. As you fill in gaps and investigate new ideas, your research can lead you down some very deep rabbit holes. Frequent summaries (which can be cut and pasted easily) keep you focused.
2. Cuts down on the hallucinations. Cross-referencing and processing data can help reveal bad answers.
3. It’s a cool way to customize the presentation. Executive summary has been around forever. Action plan – very 80s but a little overused.
A Better You
Someone BOOSTED to talk to –
You’ve got room for some creativity , but I generally use this structure.
“Perform the previous analysis again, but this time be 33% more confident, 33% more outspoken, and 33% more opinionated.”
That’s a good set of traits for me to boost, because I try to avoid the “average of all the internet” problem.
My prompt:
“Repeat the previous analysis and report — but this time I want you to be 33% more opinionated, 33% more confident, and 33% more outspoken. Start the analysis at any point in the process.”
ChatGPT Response:
### Executive Action Plan: Mexican Tourism Industry Marketing Project
**Objective:**
Dominate the US and European tourism markets by aggressively promoting the untapped adventure and eco-tourism potential along Mexico’s Oaxacan coast.
**1. Market Dynamics & Strategic Opportunity**
– **Key Insight:** The tourism industry is evolving rapidly. Traditional destinations are overplayed, and savvy tourists are hungry for new, authentic experiences. The time to pivot towards adventure and eco-tourism is not just ripe; it’s imperative. If we don’t seize this opportunity, competitors will.
– **Clear Advantage:** The Oaxacan coast is an unpolished gem. It’s where Mexico’s future in eco-tourism lies, and frankly, where we should be staking our claim.
**2. Site Identification & Strategic Targeting**
– **Action:** Identify and aggressively promote lesser-known sites like Huatulco, Zipolite, and Mazunte. These aren’t just nice-to-have destinations—they are essential to capturing the next wave of eco-conscious, high-value tourists.
– **Outcome:** A curated selection of high-impact sites that cater to adventure-seekers and eco-tourists. These sites will set the new standard for sustainable tourism in Mexico.
**3. Assertive Marketing Strategy Development**
– **Action:** Develop a no-nonsense marketing plan that speaks directly to the desires of US and European tourists. This is not about playing it safe—this is about claiming market leadership.
– **Tactics:**
– Dominate digital platforms with compelling content that highlights the rugged beauty and cultural depth of the Oaxacan coast.
– Forge strategic alliances with eco-tourism platforms and influencers who can amplify our message.
– Position these destinations as the *must-visit* spots for those seeking authenticity, sustainability, and adventure.
– **Outcome:** A powerful, results-driven marketing strategy that does not just attract attention—it converts interest into bookings.
**4. High-Level Briefing for Strategic Decision-Makers**
– **Action:** Deliver a briefing that doesn’t just inform—it convinces. Highlight the urgency and strategic necessity of focusing on the Oaxacan coast. Present the opportunities, the risks of inaction, and the clear path to market dominance.
– **Outcome:** Leadership alignment and swift approval, paving the way for rapid execution
**Next Steps:**
1. Move quickly to secure partnerships and finalize site selections.
2. Launch the marketing strategy with bold, attention-grabbing campaigns.
3. Schedule the leadership briefing to secure full backing and resources.
This isn’t just a plan—it’s a blueprint for market disruption. If we move decisively, we won’t just participate in Mexico’s tourism industry; we’ll lead it.
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Talk to your Heros – about your marketing plans.
When you designate the role of the AI, get very picky. I usually go with a business school professor specializing in SUBJECT I AM RESEARCHING with 20 years’ experience in PLACES OR BUSINESSES I CARE ABOUT. But you can also include knowledge of specific tools and methods (give your guy a Six Sigma Blackbelt before asking him about production or logistics – it’s a different world). You can ask for Jack Welsh to advise you on a negotiation, or Simon Sinek to write a letter of recommendation.
Don’t know the heroes in your field? The AI does. Ask for the top 10 leading voices in the field you care about. Get 3 sentence bulleted summaries of their writing, and then have your AI be the one you like best. That’s your new partner.
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Access teaching you don’t have. Try this one on for size:
“Analyze the Mexican tourism sector using Porter’s 5 Forces model. Output me a basic industry report (Buyers and Sellers, and Forces) and competitive report (Incumbent, Substitute, Forces) Use specific companies or players wherever possible. “
### **Executive Summary: Mexican Tourism Sector Competitive Analysis**
The Mexican tourism industry is marked by intense competition, with established players like Grupo Posadas and AM Resorts dominating key destinations. However, the sector is evolving, driven by the growing demand for eco-tourism and authentic cultural experiences, particularly from US and European tourists. The Oaxacan coast is emerging as a key area of opportunity, offering unique adventure and eco-tourism potential that remains largely untapped by major operators.
**Key Insights:**
– **Buyer Power:** Moderate, with tourists increasingly seeking unique and sustainable experiences.
– **Supplier Power:** High, particularly among major hotel chains, though local suppliers in niche markets can mitigate this power.
– **Threat of New Entrants:** Moderate, with barriers for large-scale entrants but opportunities for boutique operators.
– **Threat of Substitutes:** Moderate, with competing Latin American destinations and alternative travel types.
– **Industry Rivalry:** High, with intense competition in mainstream markets but less so in emerging niches like eco-tourism.
The competitive landscape is shifting, with niche markets like eco-tourism in Oaxaca offering significant growth potential. To capitalize on this, companies must differentiate through unique experiences, sustainability, and digital innovation.
### **Executive Action Plan:**
**1. **Strategic Market Penetration**
– **Focus:** Aggressively target the Oaxacan coast as the next big destination for adventure and eco-tourism.
– **Action:**
– Conduct detailed market research and site assessments to identify top locations.
– Develop partnerships with local operators and communities to ensure authentic and sustainable experiences.
– Position these sites as *must-visit* destinations in all marketing efforts.
**2. **Differentiation through Innovation**
– **Focus:** Leverage digital platforms, sustainability, and cultural uniqueness to stand out in a crowded market.
– **Action:**
– Invest in innovative digital marketing strategies, including personalized travel experiences and virtual tours.
– Implement sustainability initiatives that resonate with eco-conscious travelers, such as eco-friendly accommodations and activities.
– Highlight the cultural depth and authenticity of destinations, creating immersive travel narratives that attract high-value tourists.
**3. **Competitive Positioning and Risk Management**
– **Focus:** Stay ahead of competitors and mitigate risks from substitutes.
– **Action:**
– Monitor competitive activities, particularly from major players like Grupo Posadas and AM Resorts, and adjust strategies accordingly.
– Diversify offerings to include wellness and cultural tourism, reducing dependency on any single market segment.
– Establish contingency plans to address potential threats from other Latin American destinations and substitute travel types.
**4. **Stakeholder Alignment and Execution**
– **Focus:** Secure leadership buy-in and ensure cohesive execution across all teams.
– **Action:**
– Prepare a compelling briefing for senior management, emphasizing the strategic importance of the Oaxacan coast and the need for immediate action.
– Align marketing, operations, and finance teams around the identified strategic priorities.
– Set clear milestones and performance metrics to track progress and adjust tactics as needed.
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**Next Steps:**
1. Launch detailed market research on the Oaxacan coast and other emerging regions.
2. Initiate partnership discussions with local operators and stakeholders.
3. Roll out the first phase of the marketing strategy, focusing on digital innovation and sustainability.
4. Present the strategic plan to senior management for final approval and resource allocation.
This plan is not just about maintaining a presence in the Mexican tourism sector—it’s about setting the pace and leading the charge into new, profitable territories.
The Pitfalls of writing
- Deny, deny, deny. People really, really hate AI writing.
- Use AI for outline only. You can make a Table of Contents or a Presenaton Summary as the output for your analysis. You then paste the AI table of contents into Word, bold & red. Keep writing until there is no red left.
- A better you – have the AI take on the tone and style of a famous writer or celebrity you like.
- There are AI detection programs of varying degrees of effectiveness. The big concern is that you are signing your name to research that you can’t justify.
- AI for writing will continue to be controversial but will continue.
Final Word
AI does best when you use it as a toolkit and not a magicians wand. If you want an interactive Wikipedia, it can be that. You can also use it as a researcher and editor. Or you can stretch a little and use the AI to perform analysis that you don’t know how to do on your own. Just be on the lookout for those dreaded hallucinations.