As AI democratizes information, simply having knowledge is no longer a differentiator. The real expertise lies in its application. Use AI to quickly become an industry expert by identifying key trends, but reserve human effort for interpreting and applying that information for clients.

AI-driven sales tools like 'Next Best Action' often fail because they recommend what's already obvious to an experienced representative. To gain trust and provide real value, these systems must move beyond rule-based suggestions and become predictive, offering non-obvious insights that anticipate future needs, similar to how Google Maps proactively suggests detours.

Using AI to generate a pre-call hypothesis about a prospect's priorities is valuable even when it's wrong. Presenting a thoughtful, albeit incorrect, idea demonstrates research. This prompts the prospect to correct you, immediately opening the door to a deeper conversation about their actual priorities.

The most effective way to use AI in product discovery is not to delegate tasks to it like an "answer machine." Instead, treat it as a "thought partner." Use prompts that explicitly ask it to challenge your assumptions, turning it into a tool for critical thinking rather than a simple content generator.

When vetting an agency, ask how they integrate AI. The best answer isn't that they avoid it or use it to simply cut costs. Look for partners who use AI as a tool to augment human analysis, conduct deeper research, and ultimately make more informed strategic decisions.

Technical audiences are "human lie detectors." To build trust, don't lead with a sales pitch. Instead, ask insightful questions about their stack and pain points to prove you understand their world. This curiosity earns you the credibility needed to offer solutions and advice.

Curiosity is a long-term strategy, not a one-time tactic. By consistently asking curious questions across multiple interactions, you can identify a client's evolving business patterns and trajectory. This deep understanding allows you to anticipate needs and transform your role from a transactional vendor to a trusted strategic partner.

Sales leaders are growing skeptical of 'black box' AI that gives directives without context. The most effective AI serves as a coach, augmenting human skills by handling informational tasks. It cannot, however, replace the emotional intelligence and human judgment required for true sales transformation.

A powerful framework for the human-AI partnership: AI provides the "intellectual capacity" (data, options, research), but the salesperson must serve as the "intellectual activator." Their irreplaceable role is applying strategic judgment and critical thinking to activate the information AI provides.