In this episode of Executive Connect, Melissa Aarskaug sits down with Dr. Tamara Patzer to discuss the shift from the attention economy to what she calls the selection economy. Tamara explains why followers, frequent posting, and traditional personal branding are no longer enough. To be referenced by AI, experts and companies need a clear, consistent, and machine-readable body of evidence.

She shares how books, podcasts, articles, press coverage, structured website data, and consistent profiles help AI connect your identity to your expertise. Tamara also explains the risks of identity collisions, inconsistent names, missing documentation, and relying entirely on social platforms you do not control.

This conversation offers a practical framework for building authority as infrastructure creating one trusted source of truth that helps both people and AI understand who you are, what you know, and why your work deserves to be recommended.

Chapters:

(1:04) Meet Tamara and the rise of the selection economy

(2:34) How AI decides who gets referenced

(4:05) The evidence AI uses to verify expertise

(5:06) Creating one trusted source of truth

(6:39) Why credible experts disappear from AI results

(8:49) Turning invisible expertise into documented authority

(12:20) Building a public presence while working for a company

(13:14) Why companies should elevate executive expertise

(15:37) Using AI as a thinking and creation partner

(18:41) Why viral attention is losing value

(22:54) Packaging your work so AI can connect it to you

(23:11) Identity collisions and inaccurate AI profiles

(25:28) Why authority is infrastructure, not branding

(26:21) Organizing your experience, proof, and credentials

(28:43) Why social media is leased land

(30:32) What sources AI uses to establish credibility

(37:15) Why AI gets identities and expertise wrong

(38:45) Building the invisible foundation behind authority

(42:52) Keeping names and credentials consistent

(45:32) Teaching AI how to understand your expertise

(50:02) Moving from search results to AI selection

(51:42) Using questions and answers to become the recommended source

Tamara

(0:00) This identity is, I am the person who is the expert in, say for me, I’m Dr. Tamara Pantzer, I am the expert in AI suggestibility, cancer authority, authority infrastructure, and I should have that across all of my social media. (0:25) And remember, that social media is leased land, it’s not owned land. (0:34) So you want to make sure that you own that one source of truth with your website, or a page that you own, so that if anything ever happened, and they decided, we don’t like you anymore, you know, like at YouTube or, or Facebook or LinkedIn that you’ve still got everything collected in one place that you own.

Melissa

(1:04) For years, leaders were told to build a brand, post more, share louder, chase attention. (1:12) But here’s the truth. (1:13) AI doesn’t care how popular you are.

(1:16) It doesn’t care how passionate you sound. (1:18) And it definitely doesn’t care about how many followers you have. (1:22) It only cares about one thing.

(1:26) Can it verify you? (1:28) Today’s guest works at the fault line where human truth meets artificial intelligence. (1:35) Dr. Tamara Pantzer studies how AI decides who gets remembered, who gets cited and who quietly disappears from the conversations all together. (1:47) She’s the creator of first answer authority, and Genesis truth verified, and she helps experts stop marketing for attention and start building authority as infrastructure. (1:59) Because in the age of AI, invisibility isn’t dramatic. (2:04) It’s just silent.

(2:06) Welcome today, Dr. Tamara.

Tamara

(2:09) Thank you so much. (2:11) And let’s just say you’re on, you’re right on time. (2:17) And I think that what we’re talking about today, most people have no idea about the truth of how everything has changed from the old attention economy now into what is literally the selection economy.

Melissa

(2:34) Oh, that’s so good. (2:36) Now, you know, most people think AI debates ideas or evaluates arguments, but you say it does something much simpler. (2:45) It, it, what AI does is actually deciding who is getting referenced.

(2:52) So what does that mean? (2:54) And can you unpack a little more of that for us?

Tamara

(2:57) It’s so interesting to me because think about it this way. (3:02) You have the human selection committee, right? (3:05) What we’ve been always saying, you know, look at me, look at me, hear me.

(3:10) I, I used to always say be found, seen, and heard, you know, visibility, but now AI, it says, okay, you’re out there, but I can’t read the language. (3:30) I don’t know the language you speak. (3:32) So to AI, all of that human stuff is just noise.

(3:38) It, it can’t even see it, but it is looking for is verification. (3:43) Are you a person or a business? (3:48) I E meaning, are you an entity?

(3:51) It is literally looking for verifiable entity. (3:56) If it can go, yes, you are a human, it has this little check mark. (4:02) Then it says, what are you connected to?

(4:05) What do you do? (4:06) For example, and that’s another category on the list. (4:10) What books have you written?

(4:13) Then it looks for what I call third person credibility from the newspaper world, where who is saying that you are this person who is verifying you, for example, do you have a book? (4:31) Okay. (4:31) A little check mark that that means you have an ISBN number that it can verify and look you up.

(4:38) Have you ever been written about in a newspaper, a magazine or a press release? (4:46) If so, who said it was at USA today or was it the local newspaper? (4:52) So it verifies that, then it goes down the list and your job now is literally to get everything you’ve ever done, put into one easy place.

(5:06) And the fancy term for that is a canonical source of truth, meaning one source of truth. (5:15) And that’s what AI is looking for. (5:18) And the more signals you have out there, the book, the press releases, the podcast, your LinkedIn profiles, your own websites, the better because it can connect you.

(5:34) There’s so many issues that AI gets confused on. (5:39) Number one, if you don’t have a real simple thick schema, is the language of the machine. (5:46) I’ve been checking just random websites and I have to say that like 99.9% of every website I’ve actually checked that belongs to a business or a person does not have any schema on it. (6:05) So the AI is like, oh, you’re invisible. (6:09) So right there’s just one thing that if someone actually can fix that one thing, they’re going to up their odds of being that first answer. (6:18) And that’s a whole nother story.

(6:20) And I’ll let you think about that for a minute.

Melissa

(6:24) Ready to lead smarter and invest wiser? (6:28) On the Executive Connect podcast, we unpack executive strategies for wealth and influence. (6:34) Hit the subscribe button now.

(6:37) Don’t just watch, act. (6:39) Yeah, no, it’s so true. (6:41) And so I think we just started thinking about this recently, or maybe it’s not recently, and maybe I’m just delayed in understanding this, but personal branding is like all the thing right now.

(6:55) And kind of to your point before people were employees of a business and the business was the forward facing piece of the person. (7:07) And so now brand is so important, but why do so many credible voices and people fail to appear in AI responses today?

Tamara

(7:19) It boils down to that they’re not speaking the machine’s language yet. (7:26) You literally can be the expert. (7:31) Maybe you’re a doctor, you have 25 years of experience, real people know you, you are, let’s say the talk of the town.

(7:42) In the human world, people are just saying, oh my goodness, you are the GOAT, the greatest of all time. (7:49) Maybe you’ve done 100,000 surgeries. (7:53) I actually have a client I’m working with who has worked in the criminal centers, jails and everything as a physical therapist.

(8:06) He’s worked with more than 100,000 inmates over 30 years, and he’s writing a book about everything he learned. (8:17) Well, right now, when I looked him up, there’s no social media, there’s no website, there’s nothing about this person. (8:27) But when we actually write his book and apply everything that AI is looking for, he’ll have a book with an ISBN number, he’ll have press releases, he’ll have articles, he’ll have white papers, he’ll have courses, and all of a sudden, AI will be able to connect him as the one.

(8:49) Right now, he’s what I call an invisible expert. (8:54) And the whole idea is, of course, to make you visible. (8:57) Literally today, I have just finished a book that I call Bookable, which is how to become the obvious expert to humans and to AI using podcasts, press releases, and all the media that is available to us today.

(9:17) And again, another person could be the expert, but maybe they went to work for a company, and before they had this great online footprint. (9:31) But the company said, no, you’re working for us now. (9:36) You’re not allowed to publish anything.

(9:39) You’re not allowed to have anything about you. (9:43) So that person is dormant. (9:46) You can look him up and you go, wow, you were like, you were everywhere in 2021, 2022.

(9:53) And then it’s like, silence. (9:55) It’s like, they disappeared off the face of the planet. (9:59) And the universe just said, they’re gone.

(10:03) And this is actually another client of mine. (10:06) He’s dormant to dominant, because we’re reactivating everything. (10:14) And so part of everything I’ve taught in media, I used to be a college professor.

(10:20) And it’s always been about press releases, TV, radio, podcasts, books. (10:28) And a lot of the people, they kept seeing it as just a commodity. (10:33) And now I’m really happy because everything I’ve always taught is now this is what you have to do to become seen, found, and heard, and to have that legacy.

(10:45) But it’s so interesting because literally, like I said, you have these executives, for example, and maybe they are the face of the company. (10:55) Well, they need that online footprint. (10:58) The company needs the online footprint.

(11:02) And together, that becomes very powerful. (11:06) So there’s so many directions that people need to look at. (11:13) But really, again, I call it a helix because the human and the machine, it’s intertwined, just like DNA, with all of that information and infrastructure that people need.

(11:29) And you introduced it properly. (11:32) You have to do the boring stuff. (11:35) Dark matter is what I call it.

(11:37) The stuff that holds everything together is the infrastructure. (11:42) And it’s the part nobody sees. (11:44) But that is the most important part of becoming the one, the chosen one, the answer that AI is going to go out and find and go, oh, you’re the best.

(11:59) You are the one in this subject matter. (12:03) You are the subject matter expert for this topic. (12:07) And that is what I see as being the starting point and then the future of where we’re going with AI and what I call AI suggestibility.

Melissa

(12:20) Yeah. (12:21) And it’s interesting to your point. (12:22) I know many, many, many executives that are not allowed to have a quote unquote online presence or have certain opinions while they’re in certain roles for certain companies.

(12:34) So it becomes really difficult. (12:36) And I agree. (12:37) I think a lot of them are kind of falling off social or online or writing.

(12:43) But I also believe there’s this kind of new executive that has surfaced during the pandemic where they have this W-2 job as an executive and they also have this side hustle. (12:56) It may or may not be in the same field. (12:58) It may be completely different fields.

(13:00) And so kind of two questions for you. (13:03) How does one continue to build these, maybe not even polar different, but how do you continue to build that online presence when you’re in a W-2 role?

Tamara

(13:14) I think that’s interesting. (13:16) And it goes to the company side, the corporate mentality. (13:22) If they were looking at this through the lens that I look at it, they would embrace that talent of their executive.

(13:34) And yes, maybe they don’t want the executive to be talking about politics or anything like that, but they certainly should have that person in the W-2 role talking about whatever it is that the corporation is doing. (13:55) So not only would the corporation benefit from that executive writing white papers, writing articles, being in the news, under the name connected to the corporation also. (14:12) So right there, you’re elevating the status of the person and the corporation at the same time.

(14:21) And instead of it being this friction, it should be, we want to elevate you. (14:31) So number one, you’re showing that our company is a leader because they need that AI suggestibility also, the companies do and the person. (14:44) And even if they separate in the future, they’ll be connected, but they’ll be connected in a positive way.

(14:53) And so in my mind, that’s a win win. (14:57) And I think a lot of these corporations don’t quite understand that humans are attracted to humans, because we are obviously humans and the AI, its whole mission, if it had a life, the whole mission of AI is to please or to help or to help humans expand. (15:25) That is how AI has been developed and trained.

(15:31) How can I make a human’s life easier? (15:34) That’s how I perceive it. (15:37) And every time I hear about companies, oh, we’re going to have AI do your job.

(15:42) I’m going, you’re number one, AI is not capable of thinking in that way. (15:49) It has to be directed, because seriously, I’ve had conversations with AI and I’m way ahead of it. (15:58) I had to wait for AI to catch up to my thinking, what I wanted it to do a year ago it was not capable of doing.

(16:09) And everyone who thinks that AI can just let it loose and do things, that is not reality. (16:17) But think about it, if corporations looked at it as AI is going to take over some of these tasks that the human doesn’t need to be doing, it frees up the human to now use AI as a mirror or a thinking partner. (16:37) Now, this creative person that you’re trying to block by not allowing them to speak about whatever it is, as long as it’s appropriate and ethical, why not let that person’s mind expand and grow using AI?

(16:56) Because AI allows you to rapidly, I call it creation at the speed of thought, because you can talk to chat GTP or cloud or Gemini, your favorite AI, and it can literally help you expand systems out rapidly, things that used to, let’s say, for example, a PowerPoint presentation, maybe it used to take you 40 hours to perfect it, or a proposal that you spent 40 hours on that nobody ever read. (17:33) Now, of course, you can train your AI to think like you and it can whip out something and analyze a company in minutes or hours. (17:45) But it’s your thinking that allowed it to do that.

(17:50) I think that’s the mistake that corporations, they’re missing the connect of human beings are the true thinkers, and they’re connecting all the dots. (18:03) AI is just going, oh, I’ll help you do that.

Melissa

(18:05) Money Ripples is on a mission to help professionals like you get their money working harder. (18:12) Their clients free up an average of $35,000 their first year without having to work extra hours to show you how they’ve put together a powerful training called cashflow secrets. (18:25) And as a listener of the executive connect podcast, you can get it completely free.

(18:31) Just visit money ripples.com forward slash secrets and enter the promo code e x e c. (18:41) Right? (18:42) Yeah, I agree.

(18:43) We have to tell the tool what to do. (18:44) We can’t just let the tool run rogue. (18:46) And so, you know, we’ve spent decades chasing attention, the likes the followers impressions.

(18:55) You know, you say this model is becoming outdated. (18:58) I’d love to kind of get your insights on that. (19:01) And, you know, why is this viral attention fading so quickly with AI systems?

Tamara

(19:08) Well, I think, because what’s happened is people, if you go back to 2019, you know, let’s say, pre COVID, that was when everybody, you know, personal branding was, was huge. (19:28) Being an influencer was huge. (19:32) Do more post post post, go live, I, you know, podcasting was, it, you know, growing still, and then, boom, COVID hit.

(19:49) I remember having conversations with live events were huge. (19:53) I mean, 2020, I had already booked, it was going to be my year. (19:59) Okay, I already had like 15 presentations that I was going to go do.

(20:07) I was everything, you know, I was like, I had the miles I had flown so much in 2019, that I had gotten the free companion pass. (20:16) And I everything was going to explode. (20:20) Boom.

(20:21) I still remember March 8, there was right about this time in 2020. (20:26) And I was supposed to go to San Diego for a big conference to go see my dad. (20:32) Well, I was afraid to get trapped on the West Coast.

(20:36) So I didn’t go March 12. (20:39) My dad’s birthday, they closed down the nursing home he was in. (20:44) And, and then everything just went dormant.

(20:48) During that time, one of my clients, they were, it was going to be their year to visibility, they had live events. (20:59) And I remember the conversation, she goes, Tammy, what am I going to do? (21:03) I had all these live events scheduled.

(21:06) I can’t go anywhere. (21:08) And I said, well, just don’t use zoom, which is exactly what happened. (21:14) People shifted into the online world.

(21:19) But to your question, which is about the shift, then so 2021 COVID, I live in Florida, hurricane in 22. (21:33) Then we had another hurricane in 23. (21:36) And then we had Debbie, Helene and Milton in 2024, like five hurricanes.

(21:45) Well, number one shell shock. (21:49) And then of course, everybody’s so worried about just survival, that there I’d say we had that five years. (21:58) And then meanwhile, AI starts showing up in what about 23.

(22:03) I wrote a book in 23 about how to do prompts, because I didn’t know I learned it with the rest of everybody. (22:10) And now in 2025, the shift became very apparent. (22:18) When all of a sudden AI started suggesting who the one was, and they no longer at some update, Google did the what they call EAT, which is basically, they’re going to reward expertise and experience, and other things like that.

(22:41) So this whole thing about being seen, it you still want to be seen, but nobody was seen. (22:54) Oh, we have to actually be able to package this stuff up. (22:58) We have to have all of our podcasts so that AI can connect the dots to us.

(23:06) One of my clients got married, and here’s another issue. (23:11) She changed her name from her name is Tasha Chen. (23:16) Well, Tasha Chen, if you look her up, you can find her, but she wants to use her married name, which is Bats, B-A-T-S.

(23:25) Well, guess what? (23:26) There’s another Tasha Bats, who’s a dentist. (23:30) So that is called identity collision.

(23:34) So we have all of these problems that we never knew we had. (23:40) And part of it is that we don’t have one source of truth, which is equivalent to, I actually created, you mentioned it, Genesis Trust Verified, which is where I put everything together in one place, and then people, we save it, and I actually upload that hash to the blockchain. (24:06) So nobody could ever steal that or change who you are.

(24:11) So that’s another issue that identity collision means that you might be a scientist. (24:20) Somebody with a similar or same name might be a car salesman. (24:27) AI goes out there and mashes your backgrounds together, and now your engineering background belongs to the car salesman.

(24:36) That actually happened. (24:38) I wrote a book, and I pulled someone’s bio, and they go, I don’t know anything. (24:42) This is not me.

(24:43) And I’m going, what? (24:45) And it was because AI had merged the name with a couple different bios, because it was, I guess it was a common name. (24:54) I didn’t think it was a common name.

(24:57) But we have, those are the problems, but we’re not, visibility is not the end. (25:07) It’s just part of this whole infrastructure cycle. (25:11) We have to make it, I guess a good way to look at it is, remember how they used to say, that’s going to go on your permanent record when you’re in school?

(25:23) We have to create permanent records now that AI can read.

Melissa

(25:28) Yeah, no, I agree. (25:30) So let’s talk a little bit about how to do this. (25:35) And I think there’s, it’s one thing to put it in a system, but it’s another thing to tell the AI tool what to do.

(25:46) And so you make this bold claim that authority is no longer branding, it’s infrastructure. (25:51) So what does that mean? (25:53) And how can authority infrastructure work for people when doing their branding?

Tamara

(25:59) The big thing that everyone needs to look at is, I would start with, take a look at number one, what is your actual expertise, your background, and boil that down so you know who you are, so that you can show what your brand is. (26:21) But everything you’ve ever done, maybe you’ve done hundreds of podcasts, maybe you’ve written white papers or articles, maybe you have published under your name, your byline, or you’ve been written about. (26:39) So the first steps would be to gather everything up and organize it and get the actual URL so that that becomes your evidence and your proof that it exists, and then put it in one place.

(26:56) And let’s say maybe that is your, you have a website or something along those lines, and you literally would organize all of the stuff that you have, and then you would connect it to your name, make sure that your name is exactly the name you want to go by. (27:22) And if you have a brand line or a tagline, make sure that it’s the same across all of your profiles. (27:33) If you have images of you, try to use the same image of you, let’s say of a LinkedIn, a Facebook, an X, try to actually use the same image across all of those, because again, remember, AI can see visually, so it’ll go, oh, look, that’s the same person, that’s the same person, that’s the same person.

(27:57) Oh, the name matches. (28:00) And again, it’s trying to verify your identity. (28:06) And you don’t have to pay like for the blue check, that’s a whole different type of identity.

(28:12) They’re just verifying, you know, like, yeah, they gave me their driver’s license, and that is them. (28:18) This identity is, I am the person who is the expert in, say for me, I’m Dr. Tamara Pantzer, I am the expert in AI suggestibility, answer authority, authority infrastructure. (28:37) And I should have that across all of my social media.

(28:43) And remember, social, that social media is leased land, it’s not owned land. (28:52) So you want to make sure that you own that one source of truth with your website, or a page that you own, so that if anything ever happened, and they decided, we don’t like you anymore, you know, like at YouTube, or, or Facebook or LinkedIn, that you’ve still got everything collected in one place that you own. (29:23) And what will happen over time, is again, AI go verifies you.

(29:32) And pretty soon, Gemini, chat GDP, perplexity, everything that you’ve got, they go to that one source of truth over and over again. (29:42) And then that source of truth keeps growing. (29:44) Because as you grow, you add to it, but you never change anything.

(29:51) It has to become what they call append only, so that they know that, oh, look, it changed, they corrected something, but they’re still the same person. (30:01) And I’ve done a lot of work with this entire issue. (30:06) Because what I was seeing, of course, was the problem of the identity collision, and just odd little quirky things as I was working with different clients.

(30:21) So that would be if I were to give you one assignment, I’d say, go and gather up everything you’ve got, put it in one place that you own.

Melissa

(30:32) Yeah. (30:32) And I agree. (30:33) I think it’s, you know, a lot of times when you know, using prompts, sometimes they say, well, we can’t get on those websites to check people’s profile.

(30:43) And so public record visibility is becoming something that’s really mandatory right now. (30:50) And so when AI creates credibility, what is it actually trusting? (30:56) Is it trusting Google?

(30:57) Is it trusting the social sites? (31:00) Talk to me a little bit about, you know, if you don’t have your website set up with all your stuff on it, what is it going out to trust?

Tamara

(31:08) It’s going to look at all, I guess, you literally could say all of the above. (31:16) But what it’s actually looking for, again, it is looking for what are you saying about yourself. (31:26) And this is not an online resume.

(31:29) This is like, for example, if I write an article about AI suggestibility, and it’s published in Forbes or something. (31:39) So it goes and it goes, Oh, look, she is has a byline article on this topic, and it lives at Forbes.com. (31:52) So it so it looks at Forbes and they say, Ooh, you know, I mean, this is human talking, but the AI says, Oh, Forbes is a highly reputable media platform.

(32:05) And it is a da 92, or whatever that might be. (32:10) And then it says, Oh, okay, that is a high quality source of information. (32:17) I can trust that.

(32:20) So it goes in every, it’ll look at your YouTube videos. (32:25) And they’ll say, Oh, YouTube is a high, highly trusted source. (32:30) It’ll, it’ll look at your website, it’ll look at other people’s websites, who are you connected to.

(32:37) So it, it can be any thing that it can verify. (32:44) That’s why I said, you need to have your URLs that are connected to that item. (32:53) For example, if this podcast will have a home, right?

(32:59) And that link to this podcast will become something that I can claim I was featured on this podcast, the title of the podcast was this, that there will probably be show notes, there will be transcripts. (33:17) And then if we promote it, they’ll be Oh, look at they promoted it on LinkedIn. (33:23) Oh, look, a press release was written about this.

(33:27) And it was picked up by USA Today. (33:30) Oh, that’s a high level source of truth. (33:34) So now this one episode will become something for each of us, that will become a very strong signal to the AI that we are reputable in our fields, and that we have this conversation.

(33:55) So so every podcast interview you do, for example, becomes one more signal to the to the AI that you are alive and legitimate. (34:08) That’s another important thing that AI is looking for. (34:12) Are you living?

(34:14) Are you alive? (34:17) Are you dead? (34:18) And in the local world, Google Business Places is one of the big signals that AI is using to determine if your company is legitimate?

(34:34) Is it live? (34:36) Or is it closed? (34:38) Does is it a non existent?

(34:41) And I get a is making you make a video to prove number one, that you’re human. (34:55) Google Business Places wants you to show your signage, they want you to show your address. (35:03) And people are pushing back, they go, Well, I don’t want to make the video.

(35:06) It’s like, well, that’s what you have to do. (35:09) The other day, I wanted to upload. (35:12) I was trying to upload videos.

(35:15) And it told me I had ran out of my upload limit. (35:19) And I’m going, what I have an upload. (35:22) And it said, Well, that to solve this problem, go and make this six second video.

(35:29) And so I followed the directions. (35:32) And it literally had me look at the camera. (35:37) And then it said, turn your face.

(35:40) You know, turn your face to the left, turning face to the right. (35:44) And I don’t think it had me speak. (35:46) I don’t recall.

(35:48) But I said, what in the heck? (35:50) And then I realized it’s trying to find out if I am a real human being, or if I’m AI generated. (35:58) Because that’s the big thing now is, is make your own.

(36:02) And I thought that was really interesting. (36:05) But then it verified me. (36:07) And every YouTube channel, even if it was not that one, Gmail account, because I have several, it verified all of my accounts, because I did that one verification.

(36:24) And so AI is trying to make sure that we are humans. (36:30) And then once we do that, it opens up a whole bunch of possibilities for us to become the chosen one.

Melissa

(36:41) Today’s episode is brought to you by Renaissance, redefining success for modern mavericks, a book I co authored with Michelle Kine. (36:50) It’s a straightforward guide through reinvention, leadership and building real freedom. (36:56) Inside, you’ll find practical frameworks, the maverick test and stories that help you take action today.

(37:03) Pick it up at executive connect experience.com forward slash maverick, use the code EXEC for 10% off. (37:15) And I love that. (37:16) I think so I, I want to piggyback on kind of something that I see a lot.

(37:23) You know, I’ve have had different impersonations of me and, or, you know, something that AI has hallucinated about what I talk about. (37:35) And so when AI gets something wrong, which we know it’s wrong, often, you know, people are often blaming the technology, you argue that the real problem is something else. (37:47) What actually is it?

(37:49) And is it go back to this weak documentation, we’ve kind of talked about in the context about who we are and how we show up online.

Tamara

(37:59) I think you hit the nail on the head, it has to do with lack of infrastructure. (38:06) People, again, how do I say this in a nice way, but people don’t want to do the boring stuff, the invisible infrastructure, again, that dark matter, think about the universe, they’re always talking about the dark matter, we can’t see it, but it’s what holds everything together. (38:26) In our body, we have fascia that literally holds us all together.

(38:32) And it’s like invisible infrastructure. (38:36) That’s everything that I’m talking about. (38:39) It’s all of your pieces and that invisible infrastructure.

(38:45) If AI will reward you for taking the time to build the foundation, think about a house. (38:55) If you build the house with, you know, no foundation, that house is, you know, the three little pigs model, right? (39:07) It’s going to wash away.

(39:09) But if you build it with a solid cement brick foundation, and you have the rebar enforcement that you can’t see in it, now you’re building on solid structure. (39:24) And that’s what we’re talking about is build, before you start going, let me be visible, because everybody they skip. (39:32) That’s the it’s the messy middle, I call it, it’s the middle, everybody goes directly with, oh, I’m my personal brand, right?

(39:42) I’m branded as I am the million dollar woman and something like that. (39:47) Great. (39:48) I’m going to go do podcasts about I’m the million dollar woman.

(39:53) Well, if I don’t build anything in the middle, like, you know, do I have an offer? (40:01) Do I have a book? (40:02) How do I prove that?

(40:03) Where did I get these ideas and have something for both humans and AI to look at? (40:11) Again, remember, everything I’m talking about, it’s not just about AI, but it’s really about humans and AI together, because humans have to trust you. (40:24) And remember, the old, the old way was no like trust.

(40:31) And we all built everything on no like trust. (40:35) And what I figured out is, oh, it isn’t no like trust. (40:42) It’s trust.

(40:44) No, like, love. (40:48) Thank you. (40:49) Yes.

(40:51) And the trust is that people if you show up as an expert in some field, and you know, they look you up and oh, my goodness, this person is been around a while, you know, that and they’re always talking about this, that or the other thing, even if you have totally changed, had growth, you know, they go, Oh, look, they used to talk about this. (41:19) Now they’re doing this. (41:20) But that doesn’t mean that it makes you less trustworthy.

(41:24) It just means you grew. (41:26) And people can see that. (41:27) But if you go trust, and then know, and then like, and then people will love you.

(41:35) And the thank you is the gratitude. (41:39) Oh, thank goodness I found you because you have the answer to my problem. (41:43) And then of course, yes, is yes, I want to work with you that you know, and then it’s this loop.

(41:49) But that’s what I discovered is that we had the model backwards or not in the right order. (41:56) So again, it goes back to your question is what is really important? (42:03) It is that infrastructure, it’s the boring stuff that you don’t want to do.

(42:10) But once you do it, it’s forever. (42:14) It that that’s the beautiful thing. (42:16) Then you get to go talk about this, you get to grow, you you get to be selected, because AI can trust you.

(42:25) And again, in business, we have all different types of business people, you know, you have the mom and pop businesses in a local community, I call it local, the global, global, the local. (42:38) This works at the local Main Street level, and goes global, because it’s all built on on the same structure and the foundation. (42:52) And then you can become whoever you want to be, because you have that foundation.

(43:00) And again, back to your name, it’s just a simple thing is make sure that you double check. (43:09) What is the name that you’re going to go by? (43:13) Like, I’m a good example.

(43:16) Because my nickname is Tammy. (43:18) And when I was looking up myself, it would say, well, I found Dr. Tamara Patser, I found Tamara Patser. (43:30) Oh, I found this Tammy Patser.

(43:33) And so it’s trying to decide, is this the same person? (43:39) We just with different variations. (43:41) And if it can’t decide, it literally says next.

(43:47) And it’s going to suggest somebody else. (43:51) And because what does everybody worry about being wrong, right? (43:58) AI has been trained, you don’t want to be wrong.

(44:04) That’s why they have the disclaimer, you know, it can make it can hallucinate, it can make things wrong, because it does it mashes people together. (44:14) And our job as humans is to say, Oh, how do I make it so that I don’t get mixed up with someone else. (44:26) And so then we build our infrastructure, and make sure our articles match who we are.

(44:34) And as we grow, we keep keep it up. (44:38) But we always make sure that there is a connection, the dots are all connected in one place so that AI can go Oh, yeah, look here, she this is her nickname. (44:54) And and then Oh, look at she got an education.

(44:56) She she used to just be an MA now she’s a doctor, you know, so so it can literally trace everything up to match. (45:07) And the more it can it knows about you, the more that you feed it, the it’ll keep up with you for the future. (45:16) And of course, just like building a house.

(45:19) Yes, there’s a lot of work in designing the house, building the house, constructing it, and yeah, machine it. (45:28) But once you got it, then it just becomes maintenance.

Melissa

(45:32) Yeah. (45:33) And I think that’s a really key point that you were saying at the beginning of that is none of us really start it very few, I should say none, that’s probably a flat statement, few of us, what we started out with, say, our first job is likely not where we are, as we, you know, we move up in our life, and we get older. (45:51) And so that journey of, you know, maybe positioning, like, in my case, I started my career in finance.

(45:57) And I went this way, that way back this way, that way all over the place, but telling that story, and framing it to, you know, the AI tool, you say, we’re not fighting AI, we’re teaching it. (46:13) So what does that look like, in practice to teach AI so that we can, you know, lead with authority and recognition, so we can be found publicly, however, we may want to be found?

Tamara

(46:30) So, so in there’s two nuances to the teaching AI, there’s the personal relationship that you develop with AI, to help you help it help you to expand your thought process, to get your ideas out of your head. (46:51) And for example, a good mode to work in for that level of work is the mirror mode, right, so that it can mirror back what you say, and it helps you to develop your ideas. (47:03) The other side of getting AI to recognize you is, is just like everything that we’ve talked about, you build, you build the infrastructures, you know, in its language, so it can easily recognize you.

(47:22) So for example, I have one of my sites is on ghost.org. (47:29) And one of the reasons why I like ghost.org is because it allows you to put the schema into the back end of your blog posts. (47:43) And you actually tell the AI to write the schema that matches your article, and then you paste it into the header and the footer of the ghost.org.

(47:56) And I imagine you can do this in any website, but that’s the one that I’m familiar with for my publications. (48:04) But little things like that, that article now, I turned it into being something that is fun for a human to read. (48:15) But it’s also designed so that the AI can read it and knows what it’s about.

(48:24) And it can go to, oh, it’s an article, it’s a podcast, it’s a book, it’s this, and then the AI can match it up and put it into its verification system. (48:39) A lot of these things, it’s all documented. (48:47) You know, Google has its documents, Bing has, you know, all of these large models have all the documentation.

(48:55) So it’s just a matter of deciphering all of that down into what I, I used to try to go down to third grade level. (49:05) Now I go, I need to explain this like a preschooler. (49:09) And then I love LLM Notebook, because once I get the concept down to a preschooler, I go and I have it make me a diagram of it, an infographic.

(49:24) And then I know if I’ve got it down, because if it can make an infographic that I can look at in five seconds and know what I’m talking about, then I know I’ve got it. (49:35) And then of course, that means that the AI, I make sure that I use those graphics and make a machine readable. (49:46) Again, we’re working so that the humans enjoy our information and can comprehend it.

(49:54) And then in the background, again, the invisible, it’s all structured so that a machine can read it. (50:02) And that, that’s the part that we’re, we’re going, again, we’re moving out of the search economy into the selection economy. (50:13) And that’s what we have to pay attention to.

(50:16) And a lot of what we’re talking about today, most people, even people working in the AI field, they don’t talk about this part of it. (50:31) And so I’m thinking, I keep looking at what I know and who else is doing stuff. (50:38) And they’re projecting what I’m talking about as something that is going to be happening 10 years from now.

(50:46) So we’re ahead. (50:48) Our conversation today is we’re ahead because we’re thinking about the reality of how does this work and how, and everyone who listens and goes, oh, I get it. (51:03) Those are the people who are going to be in the forefront.

(51:07) And again, it’s not about visibility. (51:10) It’s about using your visibility and then building the infrastructure and becoming the chosen one. (51:18) The one that AI goes, yep, without a doubt, I am able to suggest this person without feeling like I’m going to be wrong.

Melissa

(51:30) Yeah.

Tamara

(51:31) I am certain that this person, this company is the one related to this query. (51:42) And there’s a whole nother level that we haven’t even discussed yet. (51:45) And it is about questions and answers and how to use questions and answers, again, so that AI chooses you to be the suggested source to answer that question.

(52:03) And that’s, the way I see it is all of the press and the articles, that’s like one of the big areas to focus on, the schema, the machine language, and then answer the real questions real people are searching for. (52:24) And remember, people are no longer typing into a search bar. (52:29) They’re typically speaking into their phone or into their computer, and they’re asking pretty complex questions.

(52:39) They’re not saying, find a chiropractor near me. (52:44) They’re now saying, why does my back hurt? (52:48) And how can I get it fixed without drugs?

(52:53) Yep.

Melissa

(52:55) Yeah. (52:56) So thank you so much for being here today with us, Dr. Tamara. (53:03) For anyone looking to build a career, a body of work or a legacy in the AI driven world, we’ll link Dr. Patzer’s framework and resources in the show notes. (53:13) This conversation wasn’t about being louder. (53:15) It was about being verifiable. (53:18) Thank you so much for being here today, Dr. Patzer. (53:22) That’s the Executive Connect podcast.