The Cost of Inaction (COI)

I have used the JumpStart?U newsletter to talk about a lot of things. It is a fun space to creatively engage and share my thoughts on a wide range of topics. Inevitably something in it will land positive for one or more of the subscribers. Today, I want to chat about COI - or the "Cost of Inaction."

Here is a simple statement of truth... a human will run 4 times faster to avoid some pain, than they would towards some sort of gain. Think for yourself - would you run faster towards a FREE cute and cuddly teddy bear, or faster away from a charging grizzly bear?

Grizzly bear for me too.

So, this got me thinking.

With this in mind (from a marketing perspective), how would I use the concept of 'Avoiding PAIN over Pursuing PLEASURE' to speak to Creative Professionals about the need and importance of embracing learning gen-AI tools (like Midjourney and chat-GPT)… by addressing their COI? What are some possible COI’s for Creative Professionals not using gen-AI? This works for both businesses - thebriansykes.com and AIExplore.co, but the thought process is practical for your business too.

Using the concept of the Cost of Inaction (COI) in marketing is essentially tapping into the pain points or potential losses that a target audience might experience by not taking a particular action. For creative professionals, how I might address the COI of not using gen-AI tools like Midjourney and ChatGPT:

1. Lagging Behind in the Industry: Creative professionals who don't adopt gen-AI might find themselves falling behind their peers. As AI continues to shape creative processes, those who don't embrace it could lose competitive advantage.
2. Missed Efficiency Opportunities: Gen-AI tools can streamline certain creative tasks, enabling faster project completion and more time to focus on truly unique and original ideas. By not adopting these tools, professionals may be wasting valuable time.
3. Limited Client Appeal: Clients are increasingly looking for cutting-edge solutions. Creative professionals who are unable to leverage AI might find it challenging to meet these demands, potentially losing out on business.
4. Decreased Relevance: Just as digital tools reshaped the creative industry years ago, AI is the next wave. Professionals who don't learn how to use these tools risk becoming outdated or obsolete.
5. Reduced Innovation: AI tools, especially in the creative field, are not just about efficiency but also about expanding possibilities. They can offer new perspectives and ideas that might not come naturally to a human mind. Ignoring these tools might mean missing out on groundbreaking ideas.
6. Economic Implications: As AI-driven tools become industry standard, those who are adept at using them might command higher rates and secure better projects. Conversely, those who avoid them might find their market value diminishing.
7. Skill Atrophy: With the world moving fast, skills need regular updating. By not learning about the latest AI tools, creative professionals might find their skill set becoming less relevant.

To address these COIs in my marketing strategy:

• Educate Through Content: Use blog posts, webinars, and workshops to educate your target audience about the evolving landscape of the creative industry and the role of AI.

This I am actively doing through my daily posting on LinkedIn, blogging on my website, producing a weekly YouTube and podcast, participating in webinars and offering keynote speaking and workshops.

• Case Studies and Testimonials: Showcase real-world examples of professionals who've benefited from gen-AI tools. Highlight the efficiency, innovation, and results they achieved.

This is where some special posts expound on practical use of gen-AI - and also where I feature AI artist on my website, and interview fellow creatives for my YouTube channel. More project work that I am producing is being added to the site also.

• Invoke FOMO (Fear of Missing Out): Use social proof and industry trends to showcase how many are already on the AI train, prompting others to hop on before it's too late.

The explosive growth we have experienced in the AI/CC :: Artificial Intelligence Creative Community is a testament to gen-AI interest. We passed 10k members at just about the 1-year anniversary, and the rate of growth is not slowing down.

• Offer Hands-On Experience: Provide trial versions or demos of gen-AI tools so that creative professionals can firsthand experience the benefits.

I am trying to do this on a daily basis through LinkedIn - and seeking to spread awareness. I do not have special access to the tools (and even with all my daily sharing, have not once been at the front of the group who got early beta access to tools). But I learn what I can, and share what I uncover - to help fast-track that knowledge to others.

• Highlight the Pain Points: Use storytelling in your marketing to paint a picture of a world where a creative professional gets left behind due to not adapting.

This one is very interesting... and something I casually have pointed out, but need to be more intentional around. Al is a career changer. It is here and it will remain. Creatives need to learn to utilize the tool. The good news though, is they are the best suited to get the most from it. We need not think we can fight the future, but embrace it and grow alongside it. Setting your feet against being drug by a horse is a sure sign you will be knocked down. The force of change is an ever churning engine.

I believe that incorporating these strategies and highlighting the COIs will make a compelling case for creative professionals to adopt gen-AI tools.

Send your creative connections my way, and I can teach them how to leverage Generative Al in their career - and rise above the fray and ride the surge of Al in the creative industry.

Don't fear the change - it will happen whether you want it to or not. Fear - no activity, lack of curiosity and fear itself - for in this, we get trampled and left behind.

Okay, that was my spill about gen-AI and the things I am doing for my business focused around COI. How can YOU use COI to motivate your target audience to action? If you made it this far, take a minute to share 1 insight from this article that is an action you can take today for your business. Why bother sharing? The same reason I did - pronouncing your intent, is your OWN call to action. You do not want to fail yourself - ie - suffer your own COI!

Brian Sykes | theBrianSykes