The Content Crib Podcast
The Content Crib Podcast is where bold ideas meet real execution. Hosted by Eric Anderson and Chris Grosse, this show breaks down how to turn content into trust, attention into opportunity, and your story into strategy. No fluff. No filters. Just what works. Welcome to the Crib.
The Content Crib Podcast
If Trust Is The Currency, Thought Leadership Is The Mint #19
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We challenge the flood of AI-generated content and make the case for human-led storytelling that builds trust, even as new tools like Comet, Atlas, Gemini, and Sora reshape the workflow. We draw a clear line between influence and thought leadership, argue for transparent rules, and offer a simple playbook to show up with credibility.
• authentic video outperforms synthetic content
• new AI browsers and Sora’s rapid video generation
• costs, hype, and the potential AI bubble
• real use cases that save time and money
• leaders using AI to amplify connection
• platforms moving to label and demonetize AI content
• Italy’s influencer rules and rising scams
• thought leader versus influencer clarified
• every business needs a public expert voice
• industries leading the shift: healthcare and finance
• trust framed as the new currency
• a practical starter playbook for B2B founders
We will find a guest next episode. That’s who we’re gonna do.
Authentic Content Beats AI Filler
SPEAKER_01As more and more AI generated crap comes out on the internet and you know people want to watch it, you want I there's nothing that's going to I still say this, yeah, are people gonna look at AI generated videos or AI generated content? Sure, they'll see it. But a real video of somebody doing something and sharing their message is going to get played every time. It's why YouTube doesn't monetize AI generated videos anymore.
SPEAKER_00Eric, what is happening?
SPEAKER_01Not much, my friend. We're uh almost to November in another episode of the Content Crib Podcast, which is can't believe it.
SPEAKER_00Yeah, when did we start this? Back in was it like April or I think it yeah, April or May.
SPEAKER_01April or May. You know, it's so funny as we were gonna talk about uh it's all of a sudden up on my screen comes this try Gemini right now with uh with Chrome. I mean, you obviously heard of Comet being uh released. I'm using Comet Day now. Yeah, yeah. Well, Google, I think, is scared out of their minds about what's going to be coming with Comet and Chat GPT. And um anyway, I just saw Gemini. Well, what do you think's gonna happen with all that before we do?
SPEAKER_00Yeah, I don't know. It's kind of funny. I think their marketing is is awesome because I'm clicking their ads. The their copy for their marketing for Comet is great. Okay. Um, I don't know if you've seen some of them. One was like a Nokia phone, uh, uh like uh text, and another one was it's just like it's hard to explain. Like whoever their copywriters are, I if I could ever be a copywriter as good as that. Like, no AI can do the writing of the ads that they're doing right now, and they're and they're trying to uh pay me to recommend people to use it, like a lot of money. Wow, like the you know, if I get like 10 new users, it's like 500 bucks or something. Interesting, which is crazy. Okay, I haven't really started doing that yet, but I'm still kind of like testing out comet so far. And so just for anybody listening, Comet is uh perplexity's browser. Um and then ChatGPT is coming out, it just launched their browser too. What do they name that? Atlas.
SPEAKER_01Oh, Atlas, yeah, that's right. Yeah, yeah. So ChatGPT is Atlas, Comet is Perplexity, Gemini is Google, which I think when we look back at this podcast and you know two or three years, I wonder what Google's gonna look like after all this. Is it oh I didn't even realize that.
SPEAKER_00So Gemini is Google's AI browser.
SPEAKER_01Yeah, apparently so, because it just popped up as I was as we're talking. I saw it pop up on the right-hand side. It said, download Gemini now. Oh, just so it's Gemini inside of Chrome. Inside of Chrome, yeah, yeah. Not its own branded browser yet, but I'm sure that's where they're going.
SPEAKER_00I use like four browsers every day because I have like different like folders on different ones. It's probably not the best. For it's probably why I had to upgrade my computer. Uh but well, that is.
SPEAKER_01I mean, I do have to we've talked about it before that um I've heard from several people if you're running a page chat GPT and your computer's running slow, just close out chat GPT because I keep I keep chat open all the time just because of like you said, I want to be able to jump on stuff. And yeah, and I got lots of feedback this week. I uh created a video on Sora of me running through the streets of some city in a hurricane with a red hat on, and it's pretty darn close to what that was hilarious.
SPEAKER_00I thought that was real.
SPEAKER_01Yeah, no, no, no. It was it was 100% uh AI. And uh, if you haven't checked out Sora yet, it's it's basically AI generated videos in a TikTok style, and you're just kind of that's what the app is, and you can you can do anything. You can I mean, well, not anything, they they had to have some limits, but um, it's pretty cool. You can create an AI video with you doing whatever.
Costs, Hype, And The AI Bubble
SPEAKER_00Yeah, what's interesting is like when is the bubble gonna burst for AI. You know, I I like the tools that we're using, I like talking about it, and we're learning about it, which is fun, but you know, when it you know they're talking about it, it's gonna burst like any day now. Yeah, it seems like there's so much money invested, billions and billions of dollars with you know, runways for these companies when the return on investment is not much, right? The data centers cost a ton of money to operate these language models and create these videos of you and a red hat running down the floods of uh Florida, which is amazing. But like what is what is gonna happen? I don't know, maybe it's better than it's gonna burst. I don't know, I'm not sure.
Practical Time Savings With AI Tools
SPEAKER_01Well, I heard yesterday uh OpenAI Chat GPT has eight hundred million week unique weekly visitors. 800 million, which I mean, so eight, nine percent of the population you know, of the world uses chat GPT on a weekly basis. That's an incredible amount of people if you think about it. Um, so yeah, I I don't know. I mean it's um I do know this is uh AI is here to stay and it's changing our lives, and I think for the better, as I've said on several different occasions, it's a way to save a whole heck of a lot of time. I mean, I just I I had to find anyway, this is going down a rabbit hole, but I had to find one little transaction or one little I had to search for a couple different transaction Excel spreadsheets over like 10 years. I had to find them. And you can go and try and search on Excel, but it's a pain in the butt. I had Chat GPT go in, check it all out, and within 30 seconds, there they were. Where, you know, five years ago I'd have to have somebody, or three years ago, had to have somebody search all that to go find it. So saved me a whole heck of a lot of time and money for sure.
SPEAKER_00Yeah, I was just helping my wife out actually actually last night comparing a couple contracts for uh her med tech company. They wanted to redline, and you know, it's at least to see what you know what what uh opportunities there were for adjustments and then submit to their legal team. Because you know, having to go through it line by line and mark it up yourself is pretty challenging. Yeah, but at least you could compare like contract to contract side by side and say, you know, we'll hear the differences, and then send it to the legal team to to compare it instead of you know no idea where to start. So I mean there's so many ways you can do it, you know, use if to make your day easier. Yeah, no, for sure.
SPEAKER_01And um, it's gonna be uh obviously a tool that everyone uses, you know, as we move forward, but again, I have to set it before it's uh there will be a billion dollar solopreneur that will you'll happen in the next two or three years, and where they used to have to hire a hundred different people to do all these different jobs, and AI will do those for you. How long does it take you to make that Sora video? And how did you do it? I literally a 20-word prompt. That's amazing. Yeah, and I and what they do is they have you uh they take a picture of your face and you go left and right like this, and boom, you hit the button, and it I got a video in less than 60 seconds. And there it was, and it looked pretty real. I mean, um I like to think that I'm not that husky as I was running through the streets, but anyway, that uh but it you know it's um it got my face. I mean my face like it really did look like me and my face, you know, and that kind of stuff. And um it's pretty wild. I mean, if you if you go on Sora and you you can just basically go through videos, it's it's crazy to see.
Sora Demo And The Red Hat Video
SPEAKER_00Yeah, well when you sent over some some thoughts on on what we wanted to talk about today, I thought it was super interesting what you what you sent over about uh Harvard Biz Business Review says AI isn't just about efficient efficiency, it's about creating space for human leadership. And why that matters to me is leaders who win use tech to amplify connection, not just crank output. And I think that you know there's so much AI crap out there that you know, and not when I say AI crap, it's not you running with a red hat. Like that is actually impactful because you have a message that you deliver. That's pretty crappy too, but thank you. No, but for real, but but for real, I mean that is part of your message with the red hat brigade, right? That's an effective use of AI to continue to push your message along, which I think is a cool way to do it, right? But there's other people that are just you know eroding everybody's authenticity, authenticity by putting out garbage.
AI For Leadership, Not Just Output
SPEAKER_01Yeah, yeah. There's a whole lot of that. And I mean, I we talk about thought leadership all the time and personal brand, and as more and more AI generated crap comes out in the internet, and you know, people want to watch you want I there's nothing that's going to I still say this, yeah. Are people gonna look at AI generated videos or AI generated content? Sure, they'll see it. But a real video of somebody doing something and sharing their message is going to get played every time. It's why YouTube doesn't monetize AI generated videos anymore. You know, they're they're way ahead of the curve. I'm I think that it's gonna happen on Instagram, TikTok, all the platforms. I think eventually they will always be a label that, hey, this is uh AI generated. And because people are just not gonna watch it. So I mean, it's kind of like let's go back 50 years where now there's a Bud Light commercial every other minute, people don't really watch them. And that's gonna be the same thing with AI. You know, you're gonna have the opportunity to scan right by them, is I think is gonna eventually what's gonna occur.
SPEAKER_00Yeah, and I I wanted to pivot here, and I thought this was super interesting on uh influencer content. I wanted to get your thought on this. I don't know if you saw, but Italy just recently introduced a strict rule for influencers. You saw this, so yeah, they're focused on transparency and responsibility, and I think that is really like groundbreaking on you know, code of conduct for influencers, and I think it's great for the you know, the public kind of promotes transparency and responsibility in this digital world because I think people are kind of taking advantage, and there's a lot of grifters out there.
SPEAKER_01Oh, yeah, there's um you know, I was got went down the rabbit hole, this scammer payback guy on YouTube, and you know, all the scams that are going on, and this is just over the phone. Now you're gonna get I don't know if I want to mention the scams just so people will hear it, but our billions of listeners can listen and to hear this. But you know, they um you know there's there's scammers now that are matching your voice, and they're you know, calling like with your kids calling with AI and stuff like that, it's pretty scary. So I don't know how they're gonna do it. I mean, obviously um Italy with the influencer stuff, but they're gonna have to figure out a way to I don't know, at least screen how it comes across and what it sounds like and what it is. But again, back to the original thing what we were talking about with thought leadership is if you're out there in front with your message and it's you and people know it's you, it's a whole different um, you know, whole different things. This funny uh good buddy of mine, Patrick Jamnik, put on out there on his on LinkedIn, he's like basically a plea to people saying, Hey, please stop replying to or commenting on my posts on LinkedIn with AI generated messages. He goes, I know it's AI, it's four paragraphs. I know you as a person, and you would never talk like this. It was like it was pretty funny. You should go out and see what he wrote. Um, but it was it was essentially like just stop, make whatever AI bot you have doing this, make it stop. That's amazing. Good for him. Yeah, yeah, yeah. I I laughed because I was like, I use I I haven't gotten as much any uh more because I think I did the kind of same thing like hey, just stop. Because I even just get these AI generated messages over and over and over again, and it kind of starts out with your thought process is exhilarating to me, you know, like one of those like these who talks like that.
SPEAKER_00Yeah, it's it's seems to be calming down a little bit in the A comments. Maybe I've just been kicking people to the curb, but yeah. I want you I want to go back to what you you brought up, thought leader. I actually think about this from time to time. But what is what do you what's your opinion on the difference between a thought leader versus an influencer?
Platforms Labeling And Demonetizing AI
SPEAKER_01Ooh, that's a great question. I think on one level they're the same exact thing. Um, but I think when you're talking about thought leadership, that's somebody who is sharing their opinions, they're sharing their message, they're sharing their insight, and they're not really trying to get you to do something because of it. They're more of providing value. Where I think as an influencer, you know, we all know who Kylie Jenner is, and so that's her face, and then so she's gonna hold this product up and you should buy it because it's her. I think that's the difference between influence and transparent influence and uh thought leadership. Wait, what do you think?
SPEAKER_00Yeah, I think it's just as simple as influencers focus on the clicks in the vanity metrics, but true thought leaders really focus on delivering value, consistency, and they're credible, right? And it's just what you said, you know, they're experts in their field and they're sharing their message. Yeah. Which is like, you know, my wife is like, Oh, you're like an influencer, like uh blah blah blah. I have all these followers, and she likes some, you know, poke fun of me and what yeah. I I don't really see it as influencer, I just share what I know or what I've struggled with, and some tips and tricks, and that seems to work from time to time. And yeah, you know, so I I don't know.
Italy’s Influencer Rules And Scams
SPEAKER_01Yeah, my daughter called me the old guy in a LinkedIn influencer the other day, and I was like, I think that's a compliment, but at the same time, I don't think that's a compliment. But yeah, I uh I don't really, you know, it's funny, I guess quote unquote influencers don't really influence me at all. Maybe they do and I don't really know it, but they don't. But you know, it's funny, it's it's when I know, you know, some of my buddies of mine who are thought leaders, influencers, you know, they'll they'll be wearing something or doing something, and I'll go, hey, what do you think of that? So maybe on that level I I am influenced by some of those things. But I do know this, I'm like, you know, we talk about it all the time. If you're in business, you better make a point right now, look in the mirror and become a thought leader. You have to be. Because if if you're not, I I don't know how you're gonna survive. I really I really don't. I you know, you can hire market marketing people marketing consulting agencies to do it, but they're in the end, they're gonna turn back to you and say, hey, provide us with this, this, and this.
SPEAKER_00Yeah, even if you're like a plumber, like running a company, just like put on some put some tips and tricks and you know, common stuff, you know, once or twice a week and whatever social media, you know, electrician, anything. You know, people are gonna tune into that stuff, they're you're gonna build trust with them, and they're gonna ultimately call you for you know, if you're in their area to to service their needs, right? So my question is you know, the the businesses that want to you know grow their B2B, they don't have a playbook, right? You know, obviously we you know we can help with that, that's what we do. Yeah, if you're a founder of a B2B company, software company, med tech company, I don't even know, like if I didn't know anything about this, where to start, or like how to give a playbook out to to enable my team with you know thought leadership or have someone or do it for myself, right? I think that's why so many people have ghostwriters.
SPEAKER_01Totally, yeah. I mean, I think there's gonna be a groundswell of people in in med tech, healthcare, that we're gonna see CEOs, executives that are gonna decide I have to do this. I mean, it's just starting really. Yvonne Tornos with Zimmer does it. Um, Zimmer really has embraced it. Uh, they they have subscribed to being thought leaders and doing that. Um, I think that, I mean, we get contacted quite a bit. I mean, we're our our company ISG, which is influence strategies group, we started because we got so many people calling us and saying, hey, will you help me with this? Will you help me with that? How would I, how can we portray ourselves in a better light? How can we do this in a way that people are gonna go, man, I want to know more about this. So that's I mean, that's why we do what we do now. Um, but I think that they're they're they're starting, it's starting to happen. And I talk about it all the time. It's like, you know, I I hear it all the time. Well, you know, I'm not gonna be compliant if I do this, or you know, compliance doesn't want that's just a huge excuse. I don't care what you say. That you're making an excuse. You don't run down the hospital hallways and yell out HIPAA violations. I mean, you don't run up to the front of a hospital and say something stupid. I mean, you come on, you know, that's just not what we're talking about.
Thought Leader Versus Influencer
SPEAKER_00No, I mean, people don't know where to start, they don't have the time, they want to do it, or they may feel embarrassed, so they don't know what to share, and so they need someone to do it.
SPEAKER_01Yeah, right. Yeah, 100%. Well, it's that's why we developed ISG, it's why it's there now, and uh absolutely that's why we're taking fielding calls all the time about it, which is which is great. But you know, where do you see? So we talked about how med tech is just starting to, which industry do you see out there that is really on the forefront of thought leadership? Like executives get it and they're they're doing it, executives and and whether it's middle management, executive management, what what industry do you think is doing it uh the best right now?
SPEAKER_00I mean, maybe it's just because I s we swim in this world so much, but it seems to be healthcare. Um it's tough to say. I mean, I see some you know, software leaders and you know some finance people talking. I but yeah, I mean mostly healthcare.
SPEAKER_01I finance is really coming on strong right now. Yeah, finance is definitely finance. All of a sudden, somebody must have said something at a conference in the last 12 months. Yeah, and that that that switch flipped because they're everywhere now talking about it, which is great because I don't know about you, I mean, or other people listening. I mean, you know, when I I really want to trust somebody if they're gonna be dealing with my money, and I want to know who they are. I want to know them before they, you know, before I meet them or before I work with them.
SPEAKER_00So yeah, I mean, that's the bottom line, and we say it all the time, right? Trust is the new currency. Yep. And it's uh it's this seems to be the common thread in all these updated stories of you know influencer marketing and regulations and brand building and building a personal brand or or enabling your B2B companies with uh the assets or the game plan to implement you know outbound marketing in terms of thought leadership, right? So it's you know, how can you build trust that way? And most people don't know where to start. Um having frameworks is so important and to implement those things, and even people don't even know what to do with that. So, you know, content crib, ISG, all these tools are available, and you know, we try to talk about things on the podcast too to help people for sure.
SPEAKER_01Yeah, yeah, and that's why I enjoy doing this. And I uh a buddy of mine called me the other day and he goes, Hey, you guys should have on more guests. Guests are awesome, and I'm like, Yes, they are awesome. We love having guests on. It's sometimes just hard to match up everybody's schedule and get a bird to point in the right direction.
SPEAKER_00So all right, next here's a commitment because next episode we're gonna find a guest.
SPEAKER_01All right, we'll we will we will do it.
SPEAKER_00I we've got we've got plenty of ideas, plenty of ideas of people to do it, so we will for sure. We started off hot with guests. We got it, we had a bunch in the beginning, yeah. And now we gotta get back on that uh back on that momentum.
SPEAKER_01Yeah, yeah. Well, we've got some messages out to people this morning, so who knows what next week may bring us.
SPEAKER_00We need we almost need like a part-time guest booker. It's just so you know difficult.
Every Business Needs A Public Voice
SPEAKER_01Oh, yeah, yeah, I know. Well uh you know what we should do is get that guy, Matthew Ray Scott, to do it for us.
SPEAKER_00You know, he seems to always be hanging out during the Well, he should it's about his time for him to come on an episode.
SPEAKER_01My gosh, this is why we're in this business, Chris. We need to bring him on. All right, well, that that's we hey everybody, we just figured out who our next next guest is gonna be. All right, perfect. Yeah, that's who we're gonna do. So um, well, another podcast in the book here.