The Economics of Human Authenticity

Andrew’s comment presents two crucial points. Firstly, the radio industry, once thriving on the appeal of human DJs, has eliminated them—essentially cutting the soul from the product. Surprisingly, this shift didn’t hinder the industry; radio stations transitioned to a new economic model largely devoid of human authenticity.

Conversely, a cherished local pizza maker can only thrive amid competition from large chains because of the personal, human connection.

This raises an intriguing question. Despite our pride in human marketing, the genuine human element doesn’t always prevail. Businesses are increasingly relying on AI to streamline processes and cut costs, often without customer backlash. This reality may seem unjust, but as much as we criticize soulless AI bots, they are becoming more prevalent and competitive.

Secondly, the presence of soul does hold significance… at times. Why is human authenticity essential for a local pizza chef but not for a well-known DJ?

In my youth, local DJs were revered figures. They were our sole connection to music discovery before the advent of platforms like Spotify. I would argue that their role in the community was as vital as that of the pizza chef. What changed, and why?

Authenticity is not extinct; it’s just… complex.

Decoding the Concept of "Jobs to Be Done"

In my blog and podcast, I’ve discussed the concept of "jobs to be done," attributed to Clayton Christensen.

The core idea is that people don’t merely purchase products; they invest in solutions to their needs. For instance, a consumer doesn’t need a drill; they need a hole.

To understand the economics of human authenticity in an AI-driven world, we can apply this framework.

When I face an appliance issue, I reach out to a customer service representative for a quick resolution. My primary concern is to fix the problem swiftly. I don’t care if the rep enjoys writing poetry or caring for her elderly pet. I just want to end the call, and if an AI can resolve it more efficiently, that’s preferable!

In this scenario, the economic value of human authenticity based on the "job to be done" is negligible.

In my youth, the role I hired a radio DJ for included: - Playing my favorite songs - Answering requests to play specific tracks - Introducing me to new music

They acted as gatekeepers for music discovery, but their role became expendable as the job could be automated. While I appreciated their personalities and humor, the economic value of human authenticity was low enough that I don’t lose sleep over the decline of DJs. I readily embrace the convenience offered by Spotify.

At times, the automation wins.

AI and Your Economic Relevance

Let’s consider the tasks we might expect from a local pizza chef: - Evoking fond memories of dining at the restaurant - Crafting a meal tailored to our preferences - Providing a nostalgic environment to enjoy a game with fellow fans - Offering a personal touch through unique craftsmanship, perhaps using a family recipe with a secret sauce!

None of these aspects can be automated. The human connection is paramount. It might cost a bit more, the restaurant may not be pristine, and we might travel further, but it’s worth it because only this individual can fulfill these "jobs to be done."

In this context, we can assess the economic relevance of human authenticity in our own professions. What role are people hiring you for?

Copywriting? Basic graphic design? Editing? Yikes. You’re in DJ territory.

What makes your offerings distinct? What unique "secret sauce" do you bring to the marketplace?

This is why I’ve been advocating for years that a robust personal brand is our only safeguard against the rise of AI. You need to provide something that is distinctly yours. What problem do you solve in an irreplaceable way?

Take action now.

I’m not a pushy salesperson, and this isn’t a promotional blog. However, if you’re feeling uncertain in this age of AI, I have a solution.

For over five years, I’ve been conducting a personal branding course that stands out in its field. It’s conducted live, grounded in experience, research, and best practices, and has transformed lives.

It’s not too late to start cultivating your personal brand and focusing on your unique value. Please consider joining my class, which you can find here.

Ultimately, it’s not about being human everywhere; it’s about being human where it matters the most.

I appreciate you taking the time to read this! You can find more articles like this on my top-rated {grow} blog. Additionally, check out my Marketing Companion podcast and keynote speaking information. For news and insights, connect with me on Twitter at @markwschaefer, follow my personal life on Instagram, and explore my RISE community here.