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A mentor of mine exited his company for mid-eight figures, and over the past decade he’s been consulting some incredibly successful founders. I’m talking about entrepreneurs running seven, eight, and even nine-figure businesses who hire him to help identify the one strategic move that unlocks their next stage of growth.

The problem, of course, is that his consulting starts at roughly $10,000 per month. That means most founders who could benefit from his experience and pattern recognition simply can’t afford access to it. His time is limited, his expertise is valuable, and there are far more founders who need help than he could ever realistically advise.

So recently he came to me with an interesting idea. Instead of continuing to only help a handful of companies each year, he built an AI tool trained on the exact questions he asks during consulting engagements. When founders use the tool, it asks them the same series of questions he normally asks during a strategy session, and based on those answers it generates a personalized growth playbook built from the strategies and frameworks he has developed over the last decade.

In theory, this allows him to scale his expertise far beyond traditional consulting. Instead of $10,000 per month retainers, founders could potentially get access to the same insights for $50 or $100 per month, or even pay for a one-time recommendation based on their answers.

The idea is genuinely brilliant.

But when I clicked through from his newsletter and tried the product myself, I noticed something that was quietly hurting its growth potential.

When I landed on the website, I was greeted with a long scrolling landing page explaining the product. There were paragraphs about how the tool worked, what the AI was doing, and why the system was powerful.

And my immediate thought was simple: why am I reading all of this instead of just trying the tool?

Eventually I started the experience and answered the questions about my business. The system asked ten questions in total, broken into two groups of five. After finishing them, a loading screen appeared that said “AI is generating your insights.”

That’s when it clicked for me.

The entire product was being positioned like just another AI business tool, when the truth is that the real value has nothing to do with AI.

The real value is him.

This is someone who built and exited a company for eight figures, then spent ten years advising highly successful founders across dozens of industries. He has seen hundreds of growth challenges and helped companies navigate major strategic decisions.

The AI tool is simply the delivery mechanism for that expertise.

Once I realized that, it became obvious how to dramatically improve the way this product is marketed.

If you’re building an AI product based on your own expertise, the biggest mistake you can make is positioning it like generic software. When you do that, people mentally lump your product into the same category as thousands of other AI tools popping up every week.

Instead, you need to position it as scaled access to your brain.

Right now the tool says things like “AI is generating your recommendations.” That framing immediately removes the most valuable part of the equation, which is the person whose experience the system is built around.

A much more powerful approach would be to say something like “Here’s what I would tell you if we were on a consulting call.” Suddenly the AI doesn’t feel like software anymore. It feels like a digital version of the consultant himself.

That subtle shift dramatically changes perceived value because people aren’t paying for an algorithm. They’re paying for pattern recognition earned through years of real-world experience.

Another major opportunity was the homepage experience. Instead of immediately letting visitors try the tool, the current site requires them to scroll through a long explanation before interacting with anything.

But the strongest version of this product would do the exact opposite.

Imagine landing on the site and seeing a bold headline that says something like “Find the money you’re leaving on the table in your business in under five minutes.” Directly below that headline would be the first question.

No long explanation. No scrolling required. Just start answering.

This works because of a simple piece of psychology. Once someone spends two to five minutes answering questions about their business, they’ve already invested effort into the process. At that point, creating an account to see the results feels like the natural next step.

In other words, your onboarding should feel like starting a quiz, not reading a sales page. When people are curious about the outcome, they are far more likely to finish the process and convert.

Another issue I noticed was the messaging itself. The website focused heavily on describing the technology behind the product, which is a common trap founders fall into when building AI tools.

But the reality is that founders don’t wake up thinking, “I need an AI consulting tool.”

They wake up thinking things like why isn’t my business growing faster, where are we leaving money on the table, or what’s the one thing holding us back right now.

That means the headline shouldn’t describe the product. It should describe the outcome the founder wants.

For example, instead of explaining how the technology works, the messaging could focus on promises like “Discover the #1 thing holding your business back in under five minutes” or “Find the hidden revenue opportunities in your business today.”

People buy outcomes because outcomes solve problems. Features only matter after someone already believes the result is valuable.

The biggest opportunity I noticed, though, wasn’t actually on the website. It was in the newsletter itself.

The content was written in a fairly generic AI-focused tone, which makes the insights feel similar to countless other newsletters discussing business and artificial intelligence.

But the real reason someone would subscribe to this newsletter isn’t for AI updates. They subscribe because they want to learn from someone who has spent a decade working directly with highly successful founders.

Every issue of the newsletter should feel like a peek behind the curtain into those conversations.

For example, instead of presenting ideas as abstract strategies, the stories could begin with something like “I was working with a consulting client last week and noticed something interesting…” or “A founder I spoke with recently was making this exact mistake…”

Even if the situation is slightly generalized to protect privacy, framing insights through real conversations creates authority and trust. Readers begin to feel like they are learning directly from someone who has seen these patterns play out across dozens of companies.

Over time, the newsletter becomes more than just content. It becomes proof of expertise.

AI tools are exploding right now, and it seems like a new product launches every single day. But the tools that ultimately win won’t just have the best algorithms or the most impressive technology.

The winners will be the ones that combine expertise, AI, and distribution.

The AI simply becomes the mechanism that scales the expert.

So here’s the question to think about this week. What expertise do you currently have that people already pay you for? What questions do you find yourself asking clients over and over again when diagnosing their problems?

And could those questions become the foundation for a simple diagnostic tool that generates a personalized playbook?

Because the future of consulting isn’t just $10,000 per month retainers reserved for a small number of companies. It’s $50 per month access to someone who has already solved the problem you’re facing.

The founders who figure out how to productize their expertise will suddenly be able to help thousands of people instead of dozens, and in the process they may build an entirely new category of scalable consulting.

The question now is simple.

What expertise do you have that could become your own scalable playbook?

See you next week,
MarketingMax

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That’s it for this week!​

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