Content Is Profit

My brother calls himself an AI hater. We run a content company that uses AI every single day in multiple parts of the process.

So when Fonzi said there's one way to use AI that's the fastest way to lose respect... I had to sit with it. (I might have been the guy he was talking about haha!)

Today we unpack what we learned speaking at HubSpot's Unbound, the one word that defined the whole event, and where the real line is between using AI and losing yourself to it.

Plus... why 300+ people scanned our playbook and we weren't ready, how I built my own app in a couple hours, and why you're probably further ahead on AI than you think.

If you use AI for your content, this one's for you.

👉 Grab the free context document playbook and join us inside Business Creator Club: www.businesscreator.clubLinks mentioned in this episode:

Business Creator Club (playbooks + open office hours): https://www.businesscreator.club

The Unbound Playbook (Why Your AI Content Sounds Wrong): https://unboundplaybook.com

Our UNBOUND 2026 speaker page: https://unbound.hubspot.com/speakers/luis-d-camejo

Lindsey Rosenthal on Content Is Profit (POD0648): https://www.youtube.com/watch?v=0wFnQ4UPRE0

Raw Unbound vlogs on the BIZBROS YouTube channel: https://www.youtube.com/@bizbrosco

Replit (what I used to build the soccer card app): https://replit.com

Skylight (our family calendar shout out): https://www.skylightframe.com

The Football Show (World Cup clip workflow case study): https://thefootball.show

Send us your topics, guests, and projects: https://www.instagram.com/bizbrosco

00:00 We're back (and Fonzi's here)
00:25 Unbound recap... standing room only
01:30 Why HubSpot went all in on trusting AI
02:02 The one word everyone took home
02:54 Get the free context doc playbook
03:15 300+ downloads... now what?
04:26 The lesson: always have a step two
05:14 Why most event resources get zero response
06:26 People photographing slides... so we built a playbook
07:08 The Impact Stage and a sea of phones
08:11 What else Unbound taught us
09:21 Feel behind on AI? You're actually ahead
10:00 The Slack agent that turned 3 hours into 30 minutes
10:56 Fonzi the AI hater (sort of) warms up
11:25 The fastest way to lose respect
12:21 "I actually know more than I thought"
13:12 Use AI to empower your team, not replace it
13:56 How to start: define the problem, give it context
15:44 A problem clearly defined is half solved
16:23 Raghu and the end of one size fits all software
19:45 How this applies to creators and business owners
20:00 I built a soccer card value app in a couple hours
21:09 A companion app idea for a client's workshop
22:04 A custom song and website for grandma's 93rd
24:03 Fonzi joins Code for Creatives
25:46 Project ideas: AI CFO, family home app, editing workflow
27:26 The app where someone else holds your password
28:42 Side projects spark business ideas (Football Show case study)
29:56 Wrap up and shout outs
31:02 Business Creator Club office hours

Everybody can build with AI now. So why does every follow-up email in your inbox sound exactly the same?

Fonzi and I recorded this one live at HubSpot's UNBOUND conference, right after the morning keynote. The big theme? Trust. We're moving fast with AI... but do we actually trust what it gives us?

We break down what HubSpot showed (including a CRM that updates itself), the three pieces you need to get real outcomes from AI, and the risks nobody's saying out loud. Fonzie explains why AI gets you to a 6 and a skilled human gets it to a 10. I share why I think you have to adopt this now... and the one friction point I'd start with this week.

Plus: why Fonzi deletes almost every AI email he gets, and why our "not so formal" English is actually an asset.

👉 Grab the free Context Document Starter Kit (and every other lead magnet) inside the Value Vault: www.businesscreator.club

Chapters:
00:00 Live from UNBOUND
00:24 The real theme: can we trust AI?
01:25 Context is the base layer
03:23 Stop stitching tools together
05:35 AI slop: how do we stay human?
06:10 Trust is the new differentiator
08:30 One tool vs. a million tools
11:24 The gym membership lesson
12:56 From execution to outcome
13:15 The risks nobody mentioned
14:18 Why you still need people who know the craft
16:01 Why you have to adopt now
18:42 Get the output right first
19:09 "I hate slop in my inbox"
20:05 Pick one friction point
21:03 Close

There's one sentence that explains why people buy from some creators... and completely ignore others.

It's not a funnel. It's not a hook formula. It's one sentence, and it's been sitting in a book since way before any of us started posting.

Fonzi brought it to me on a Friday afternoon and would not tell me what it was ahead of time (which, if you know him, is not normal).

Five parts. We're breaking down every single one.

And by the end you're going to know exactly what's missing from your messaging... and why people keep saying "this is great" and then never buying.

Let's go.

👉 Come build with us: www.businesscreator.club

Chapters:
00:00 The one sentence nobody taught you
00:22 Fonzie's surprise topic (he never does this)
00:56 Unbound Boston + what we're bringing
01:22 Praxis update and the Australia result
02:46 Going back to the roots (the Russell Brunson audiobook)
04:06 The One Sentence Persuasion and where it actually came from
05:02 Meeting Russell and the fatherly advice question
05:32 Years of resistance to investing in ourselves
06:39 Reminded vs taught
08:06 What persuasion actually means
09:00 The full sentence, read out loud
09:44 Part 1 - Encourage their dreams
10:35 The drill, the hole, and the photograph
11:54 The wedding on a cruise (the OTF story)
13:05 Why we finally spent the money
13:34 Jess at the studio and the 40 minute conversation
14:35 How to find the dream (the questions to ask)
15:13 Part 2 - Justify their failures
15:16 The Steve Larsen event and the new opportunity
16:44 Empathy is the whole thing
17:29 The door to door friend
18:26 Where tough love still belongs
18:56 Part 3 - Allay their fears
19:27 Proof is how you calm a fear
19:45 Use stories, not statements
20:46 Fears and desires vs wants and frustrations
21:52 Part 4 - Confirm their suspicions
22:33 Build your objection list
23:47 Part 5 - Throw rocks at their enemies
24:44 The Yap Challenge and the AI slop enemy
25:22 What ClickFunnels was actually rebelling against
26:11 Our enemies (Content Momentum and the studio)
26:53 The Football Show experiment and Alexi Lalas
27:56 The exercise you should do this week
29:00 Bringing this into Business Creator Club
29:27 What Part 2 looks like (copy work and breakdowns)
30:16 Close

Lindsay Rosenthal has 50,000 followers on LinkedIn and makes content alongside OpenAI, HubSpot, Atlassian, Descript, and LinkedIn itself.

So when she told us she currently uses zero AI for her ideas... and stopped using it for her scripts and copy entirely... we stopped the conversation and made her explain.

What she said next is the whole episode. There's a specific reason AI can make you competent and almost never makes you the best, and once you hear it you can't unhear it.

We also got into the exact 30-day plan for someone sitting at 500 followers right now, why commenting is the most underrated sales activity on the internet, whether you should tell people you used AI, and the story of a guy who built a business on AI avatars and shut it down after a conference.

Oh, and Fonzie's back. He brought the Waffle House rule.

👉 Grab your free context document at www.businesscreator.club

Chapters:
00:00 What's coming in this episode
00:52 Fonzie's back and the LinkedIn queen is here
01:58 Boston, Unbound, and the AI talk we're doing together
02:25 Why LinkedIn is the platform nobody's posting on
03:39 Going all in on video before anyone else was
04:24 The six months before it worked
05:33 The system behind posting every single day
06:47 The content bank and the once-a-week film day
07:44 How she tells a good idea from a bad one
09:06 Fonzie's $5 filter
09:56 Creating content is a skill... and it's embarrassing at first
10:49 Our 45 days of Facebook Lives (we made it 15)
12:08 What changed when she started working with the AI companies
12:59 She uses zero AI for ideas
13:25 The exact way she uses AI on scripts and copy
15:02 Where AI actually belongs in ideation
16:00 Talking your way to ideas
16:33 MCP and why context is the real unlock
17:51 Fonzie's gap analysis for YouTube
20:23 The right way to use AI (and the laziest way)
21:00 The hot take: the jobs marketers gave AI
21:33 The fully AI episode we published
23:35 The junior editor experiment
25:19 The Football Show: 30 episodes, Claude, and Descript
26:28 Why Fonzie uninstalled it in one day
28:11 Should you disclose that you used AI?
29:11 The trust question nobody wants to answer
31:22 The handmade scarf
32:40 The AI avatar story that ended a business
34:32 AI is trained on the average of the entire internet
35:55 Fonzie's cooking rabbit hole
38:46 Why your skill level changes what "good" means
40:33 Case study: 500 followers, 30 days, go
41:08 Three pillars... content, comments, connections
43:02 Is all that commenting actually worth it?
43:43 The reframe: comments are outreach, not growth
44:37 The Waffle House rule
45:52 The soccer comment that got 200,000 views
48:13 Don't think about it as selling
48:38 Brand deals versus agency work
50:03 Inbound or outbound?
50:57 Boston, part two, and where to find Lindsay
53:19 Close

Your content is working. Your profile is not.

Somebody watches your video. They like what you said. They tap your name... and then they decide in about three seconds whether you are worth their time.

Most experts never find out what happens in those three seconds.

This week Fonzie got on a call with a guy who is genuinely good at what he does. Real students. Real sales. Real proof behind him. His profile said almost none of it, and he had no idea he was losing people because of it. He has been leaking buyers for years without knowing.

So we broke the whole thing down on the show. What a prospect is actually looking for when they land on you. Why most profiles fail that test without the owner ever noticing. And how long it really takes to fix (a lot less than you think).

There is a 30 second exercise in the middle of this one. Grab your phone before you hit play.

👉 www.businesscreator.club