TL;DR

Stop chasing new AI tools when what really matters are better tests. Great marketers differentiate themselves by consistently testing ideas across messaging, positioning, and creative formats. AI’s true value lies in enabling low-cost, rapid experimentation—turning every headline variation, tone shift, or feature explanation into a learning opportunity.

With AI, your brainstorming becomes your testing process, allowing you to try countless variations of the same core message without the traditional expense. Focus on testing ideas rather than accumulating tools, and use AI as your experimental playground.

There’s always a new AI tool around the corner—shiny, promising, packed with features.

But tools aren’t what separates good marketers from great ones. Tests are.

Great marketers test ideas early and often: messaging, hooks, angles, positioning, objections, creative formats. They don’t wait for certainty—they build it.

AI gives you infinite low-stakes reps.

Want to see how a headline sounds in 5 tones? Done.

Curious how a landing page sounds to a skeptic? Easy.

Need 3 alternate ways to explain a feature? Try them all.

Most teams skip this because testing feels expensive. But with AI, your ideation is your testing.

As I said in P/Repurpose, repurposing isn’t just about content—it’s about thinking.

The same message can wear a hundred outfits. AI helps you try them on.

Don’t chase tools.

Test ideas.