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Can AI help your business stand out — or does it just make everyone sound the same? Jonathan Green talks with Josh Lowman, founder of category-design studio Goldfront, about creating real categorical differentiation, going all-in on AI without gutting your team, and why human feeling is the one thing the machines can't fake.
Key Takeaways:
• Don't differentiate incrementally ("faster, more features") — create a real category
• Being first in a category (or obsessively serving one customer) makes you irreplaceable
• You can adopt AI without gutting your team — give everyone their own agent and protect jobs while revenue holds
• AI drives a "race to similarity" (AI slop); human feeling is the differentiator
• Automate the functional "money" work; keep the human "love" work — that's what customers won't pay a robot for
Notable Quotes:
"The real way to differentiate and persuade another human being is to show them that you feel something." — Josh Lowman
"If we keep revenue flat, no one is getting laid off — that's my promise to you." — Josh Lowman
Connect with Josh Lowman:
LinkedIn: https://www.linkedin.com/in/joshlowman
Website: https://goldfront.com
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