AI Makes Talent Common. Relationships Make You Rare.

AI is here to stay and it’s only going to get better. Not incrementally. Exponentially.

That means something both exciting and uncomfortable is also true: a lot of what we’ve called “marketing” for the last decade is about to get cheaper, faster, and easier for anyone to do.

Content. Creative. Strategy drafts. Campaign concepts. Social posts. Landing pages. Email sequences. Even video scripts. What used to take a team, a budget, and a timeline can now start with a prompt and, increasingly, finish with one.

So I’m making a shift.

I’ve spent years building in the traditional marketing space through Empowering Creative. Helping organizations clarify their message, tell better stories, and grow. I still believe in great marketing. But I also believe we’re entering a new era where the advantage won’t go to the person or company that can produce the most.

It will go to the person that people trust.

Because when everyone has access to the same tools, the differentiator becomes the things that can’t be automated on demand: relationships, reputation, credibility, and being known in the right rooms.

That’s why I’m betting on relationships in the age of AI, and it’s one of the primary reasons I built NEXTKNOWN.

The new reality: output is becoming abundant

For years, the bottleneck in marketing was execution.

• Could you design it?

• Could you write it?

• Could you film it?

• Could you run the ads?

• Could you ship consistently?

Execution was expensive, slow, and limited by bandwidth. The best teams won because they could produce quality and stay consistent.

AI is changing that math.

Now, good output is becoming abundant. And soon, “good” will be the minimum.

When the market is flooded with solid content, polished visuals, and passable strategy, the question shifts from:

“Can you create?”
to
“Can you be believed?”

What becomes scarce when content becomes cheap?

Trust.

In a world where content is everywhere, people start filtering harder. They ignore more. They become more skeptical. They rely on signals that feel human:

• Who do I know that would vouch for this person?

• Have they actually done the work?

• Do they show up consistently?

• Do they contribute, or just promote?

• Would I introduce them to someone I care about?

AI can help you communicate. It can help you package your ideas. It can help you move faster.

But AI can’t build a decade of credibility for you overnight.

It can’t replace the value of being the person others want in the room.

My shift: from traditional marketing to people-first strategy

Here’s what I’ve been watching happen in real time:

The organizations and brands that win aren’t just the ones with the best campaigns.

They’re the ones with the strongest human infrastructure leaders who are trusted, teams that are connected, and people who can create momentum through relationships.

And on the individual side, the professionals who are thriving aren’t always the ones with the best resumes.

They’re the ones who are known for something, trusted by someone, and connected to the right circles.

That’s the shift.

Traditional marketing will always matter. Businesses will always need strategy, messaging, content, and distribution.

But as AI lowers the cost of producing those things, the real advantage moves upstream to the human layer:

• Who people trust

• Who gets referred

• Who gets invited

• Who gets opportunities first

• Who gets the benefit of the doubt

That is a people-focused strategy. That is relationship equity. That is NEXTKNOWN.

The Relationship Advantage Stack

If you take nothing else from this article, take this:

In the age of AI, relationships are not a soft skill. They’re a competitive advantage.

Here’s the simple framework I use to explain it:

1) Clarity

What are you known for or trying to be known for?

If people can’t describe your value quickly, they won’t remember you.
Clarity is the foundation of reputation.

2) Credibility

Do you have proof? Not hype... proof.

Results. Experience. Consistency. Testimonials. Receipts.
Credibility is what turns a claim into confidence.

3) Connection

Not followers. Not business cards. Not “let’s stay in touch.”

Real relationships. Real trust. Real context.
Connection is what turns visibility into opportunity.

4) Community

What rooms are you in? What circles know your name?

Community is where momentum compounds because the right environments accelerate trust.

5) Compounding

This is the part people miss.

Relationships aren’t a hack. They’re an asset.
And they grow in value over time when you build them intentionally.

What this means for careers, business, and marketing

We’re heading into a world where:

• Many technical and creative tasks get easier to replicate

• The baseline for “quality” rises quickly

• The market becomes louder and more crowded

• People crave signals they can trust

So the winners will be the ones who build what doesn’t commoditize:

• A point of view

• A reputation

• A network

• A track record

• A community

AI will make it easier to create content.
But relationships will determine who the content works for.

The playbook: 7 moves to build relationship equity now

This is the practical part, the things you can do without needing a big platform, a big team, or a big budget.

1) Write your “Known-For” sentence

One line. Clear. Specific.

Example structure:
“I help [who] achieve [result] through [method].”

You can evolve it over time, but you need one now.

2) Build proof in public (weekly)

Don’t just talk about what you believe. Show the work.

Share lessons, behind-the-scenes, outcomes, and what you’re learning in real time.
Consistency creates familiarity. Familiarity creates trust.

3) Create a connection cadence

Relationships aren’t built in bursts. They’re built in rhythm.

Set a simple weekly goal:

• 5 meaningful check-ins

• 2 new relationship-building conversations

• 1 “give first” introduction or assist

4) Turn contacts into relationships with follow-through

Most people meet a lot of people. Few people follow up well.

Take notes. Remember what matters. Circle back.
Follow-through is rare, and rarity builds trust.

5) Be in the right rooms consistently

Not every room. The right rooms.

Choose environments aligned with where you’re going:

• industry communities

• leadership circles

• local rooms where decisions get made

• spaces where people collaborate, not just network

6) Make memorable contributions

The fastest way to become known isn’t self-promotion. It’s usefulness.

Be the person who:

• shares the resource

• makes the introduction

• gives the insight

• opens the door

• supports the mission

People remember how you helped them move.

7) Build a “trust trail”

Make it easy for others to validate you.

Collect:

• testimonials

• recommendations

• case studies

• results

• partner quotes

Trust travels faster when evidence is visible.

Why NEXTKNOWN exists

NEXTKNOWN isn’t just personal branding. It’s not “post more on LinkedIn.”

NEXTKNOWN is a people-first strategy for becoming:

• clear in your positioning

• credible in your reputation

• connected to the right circles

• consistent in how you show up

• intentional about the rooms you’re in

Because in the age of AI, being talented won’t be rare.

Being trusted will.

And being trusted is what gets you chosen.

That’s what I’m building: tools, systems, and experiences that help professionals and leaders strengthen their presence, expand their network, and unlock opportunities the right way.

Closing

AI is making content cheap.
Trust is getting more expensive.

So while the world races to master the next tool, I’m doubling down on what compounds:

Relationships. Reputation. Being known.

That’s the bet.
That’s the shift.
That’s NEXTKNOWN.

If you’re someone who wants to build a career, a business, or a legacy that can’t be commoditized—this is the work.

Let’s become known on purpose.