Claude is spreading like a disease

Hey Friend,

Every second profile I look at now says AI consultant. Every second post has the word Claude in it. Same energy as 2017 when everybody became a crypto guy, and 2013 when everybody became a growth hacker.

I saw a post on X where the idea sparked this email.

AI can't compress something that doesn't exist.

That's the whole argument.
Marketing automation in 2010 couldn't automate bad marketing, it just posted it faster. AI doesn't replace what you do either. It compresses it. And you can't compress a process you never wrote down.

So the question worth asking is whether you have a documented way of taking someone from stuck to sorted out, in steps you could name out loud with your eyes closed.

If you do, this is the best year of your working life.

If you don't, you're shopping for an another magic trick to cover the gap.

I'm sure about that for a reason.

I built an MCP for my clients. Fancy word for a set of tools that run my process, one tool per step. Last week those tools got called 502 times.

420 of the calls this month went to a virtual version of me. People asking it the things they'd previously have booked a Zoom for. At 2am when they hit the wall, rather than Thursday at ten when my calendar next had a gap in it.

I've explained step three of my method out loud well over a thousand times. I'm not doing it again.

None of that was new work, by the way. It was a course, then a folder of Google Docs, then a set of skills, then an MCP. Same process the whole way down, compressed into something that runs while I'm asleep. I don't sell the MCP either. I sell what comes out of the other end.

That's what the people trend-hopping into AI keep getting backwards. They're selling the tool. The tool is worth nothing without a process underneath it to compress.

Which is why the loudest voices in the "AI will kill coaching" argument are usually people whose value was showing up. If your value is a process, AI multiplies you. If your value is your presence on a call, AI shows everybody that.

Anyway. If you've got a process and it only exists in your head, that's the job this month. Not picking a model.

I'm going to write about what I do with people's processes next week.

Your biggest fan,

Jacob 'step 3 for the 1000th time' Pegs

oh look, a hooman!

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