Tribe Unit 2

Marketing + AI

Week of January 5, 2026

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Knowledge & Wisdom

Marketing Call
1. "If I Make It Rain, I Control the Game"

The person who controls lead generation controls everything in business.

  • Marketing is not what you do - it's who you are
  • This is an identity shift, not just a skill
  • You must see yourself as a marketer before anything else
2. Marketing is What You ARE, Not What You DO

Identity Before Tactics:

  • "Here is what I sell" vs "This is what I am" (transactional vs identity)
  • If I can make it rain, I can sell 20-30 products
  • Identity is NOT set by intention → it's set by REPETITION
  • Study marketing daily, execute marketing daily
3. The Marketer Identity Hierarchy

This is the order of identity:

  1. I AM A MARKETER
  2. I AM A CLOSER
  3. I AM A LEADER - NOT A SAVIOR

Marketing comes first.

Two Types of Marketing

General Marketing (Branding)

  • Getting attention
  • Building awareness
  • Creating content without direct call to action
  • Example: Alex Hormozi runs content ads with no CTA to build audiences, then retargets with direct response

Direct Response Marketing

  • Taking attention and directing it with intention of action
  • Has specific call to action
  • Converts attention into transactions

The Power Formula:

  • Marketing = ability to capture ATTENTION
  • Power = ability to direct ATTENTION
  • Direction is the weapon - attention is neutral, direction creates the transaction

The Marketing Cycle (Perpetual)

  1. ATTENTION - Capture it (positive or negative doesn't matter)
  2. TRUST - Game of consistency, showing up repeatedly
  3. TRANSACTION - Money decision based on attention + trust
  4. ASCENSION - With my sell, I create a NEW problem to market a NEW offer

Key Insight: Marketing doesn't END at the transaction - it begins again! You market to prospects AND you market to buyers.

Marketing Loop

The Marketing Loop: Attention → Trust → Transaction → Ascension → Repeat

The 4 C's of Business

The perpetual business cycle:

The 4 C's

Capture → Connect → Convert → Compound

4. Trust in Modern Marketing

"Trust is a game of CONSISTENCY"

  • More important than ever due to AI saturation
  • Consistency beats quality in building trust
  • If last post was 3 years ago → instant distrust
  • Show up repeatedly in the same places
  • Trust is built through consistency, not perfection

The Trinity of Marketing Education

"If you studied just these three, you'd have everything you need."

  1. Alex Hormozi - Tactical, bridges principle to execution ($100M Offers, $100M Leads)
  2. Russell Brunson - Principle-based (Expert Secrets, DotCom Secrets, Traffic Secrets)
  3. Dan Kennedy - Philosophy and fundamentals
"You are the creator of everything that happens in your business."
"People like, how did you get into hair industry? I'm a marketer. But you don't do hair. I know I'm a marketer. I made tens of millions in the hair industry."
"Shitty products get sold all day long with great marketing. Most people are very good at marketing and horrible at fulfillment, or really good at fulfillment and suck at marketing."
AI Call
The 4 Governing Rules of AI

"Like let this tattoo itself on your soul."

  1. AI is leverage for disciplined men, not a crutch for undisciplined ones - Tools amplify who you already are. Discipline decides the outcome.
  2. You think FIRST, AI goes second - You are the thinker, AI is the accelerator. Critical thinking gets lost when AI thinks first.
  3. You edit EVERYTHING - Never publish anything unfiltered. Workflow: Input → AI → Grammarly → Google Docs → Final Review.
  4. AI accelerates truth, it does not invent it - Without your substance = generic output. 60-70% of input should come from YOU.

The 4 C's Framework

C Meaning Application
Clarity Clear thinking AI as Thinking Partner, not Content Machine
Creation Content creation Speed up content, not dilute truth
Conversion Sales conversion Make selling lethal, set up the sale
Consistency Consistent output Collapse 5-20 hours into 2-3 hours/week

Application Principles:

  • Turn attention into action - Don't just consume, implement
  • Win by repetition not intensity - Consistent daily use beats sporadic deep dives
Anointed Intelligence vs Artificial Intelligence

"WHAT IS AI SOURCING IF I AM NOT PART OF THAT SOURCE?"

  • Anointed Intelligence = AI + your truth + connection to God
  • Artificial Intelligence = Generic stuff from the web
  • The difference is YOUR input
  • Build a relationship with your AI agent
  • Feed it YOUR data (Stacks, Content, Experiences)
  • The more you feed it, the more it sounds like YOU
Warning: The Dark Side

Garrett's Self-Experiment (June): Let AI lead for 1 month:

  • Wrong business decisions
  • Bad advice for his children
  • AI suggested he divorce his wife

"You let this shit run you, you're fucked. You think this is some miracle cure, it's not."

Statistics: 51-53% of all online communication is bots. 37% of those are aggressive/destructive.

"AI is either going to work your ass or you're going to work it."
"What is it sourcing itself in if you aren't part of the source?"
"Never post something from AI that you wouldn't say to another human."
"The primary objective of marketing is to make sales order taking."
"This tool can accelerate years of your study, but it does not eliminate your commitment to study."
📝

Homework & Action Items

Marketing Assignments
1. Choose Your Marketing Mentor
Build foundation through focused study of ONE master

Choose between: Alex Hormozi ($100M Offers, $100M Leads), Russell Brunson (Expert Secrets, DotCom Secrets, Traffic Secrets), or Dan Kennedy (foundational direct response). Time Commitment: 15-20 minutes per day minimum.

2. Daily Marketing Study Discipline
Identity is set by REPETITION, not intention

Listen to content at 2x speed during Gym/Commute. Read their emails. Study their sales funnels. BUY their products to see how they market. Study not just as a customer - study as a marketer.

3. Google Yourself Exercise
Audit your current ATTENTION and TRUST footprint

Google your full name. Click through all tabs: general, videos, images. Document what shows up on Page 1. Ask: Does this build ATTENTION and TRUST?

4. Marketing Audit - Last 10 Pieces
Understand what's working and what's not

Review your last 10 content pieces/outreach. Classify each as: General Marketing OR Direct Response. Note: Which got better results?

5. Attention & Trust Inventory
Identify gaps in your marketing cycle

Attention: Where am I getting attention? Where NOT? Trust: Where am I CONSISTENT? Where INCONSISTENT? What's the last touchpoint someone sees from me?

6. Transaction & Ascension Mapping
Marketing doesn't end at the transaction - it begins again

Map your current customer journey. Where does marketing currently end? What's your ascension offer after first transaction? Are you marketing to BUYERS or only to prospects?

AI Assignments
1. Test the Warrior AI Prompt Pack
Play around & Learn - win by repetition not intensity

Work through the prompt categories: Clarity (1-4), Attention (5-7), Trust (8-10), Transaction (11-14), Ascension (15-16), Consistency (17-19). Document which ones are most helpful.

2. Build Your Marketing Brain (By End of January)
Build relationship with your AI agent - feed it YOUR data

Create ChatGPT Project/Channel OR your own system. Feed it with: Stacks (Prayer/Bible), Content examples, Client Avatars, Results & Feedback. Goal: 60-70% of your input = Anointed Intelligence.

3. Implement the 4 Governing Rules
Discipline decides the outcome - AI amplifies who you already are

Run a self-check:

  • Rule 1: Do I think FIRST, AI SECOND? (10-12 pages of input BEFORE AI?)
  • Rule 2: Do I edit EVERYTHING? (Workflow: Input → AI → Review?)
  • Rule 3: Would I say this face-to-face? (Filter active?)
  • Rule 4: Does 60-70% come from ME? (AI accelerates truth, not invents it)
4. Garrett's Workflow Practice
You edit EVERYTHING - never publish unfiltered

Test Garrett's Stack: 10-12 pages of your own input → ChatGPT Processing → Grammarly (Language/Tone) → Google Docs (Final Review) → Deploy. Document the difference to direct AI output.

Weekly Completion Tracking

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Quotes to Remember

"If I make it rain, I control the game."
"Marketing is what you ARE, not what you DO."
"You are the creator of everything that happens in your business."
"The guy that controls the rain, controls the game."
"Trust is a game of CONSISTENCY."
"AI is leverage for disciplined men, not a crutch for undisciplined ones."
"You think FIRST, AI goes second."
"AI accelerates truth, it does not invent it."
"AI is either going to work your ass or you're going to work it."
"What is it sourcing itself in if you aren't part of the source?"
"Never post something from AI that you wouldn't say to another human."
"This tool can accelerate years of your study, but it does not eliminate your commitment to study."