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- 1 weeks ago47 min
Why Websites Matter More in the AI Era
In this episode of ThriveCast, we speak with Crystal Carter, Head of AI Search and SEO Communications at Wix and author of the book The New Rules of AI Search, about why a website still matters when buyers are asking ChatGPT, Gemini, and Perplexity instead of typing into Google. Crystal explains why LLMs still treat your domain as the primary source on your own business, how legacy brands end up haunted by old campaigns, and why "indexed" and "cited" are two very different things. If you've been wondering whether your site is still worth the investment now that AI answers questions directly, this one's for you.Key Insights* Your website is still the source LLMs trust most. Crystal’s take is straightforward: language models need language to pull from, and the cleanest, most controlled version of that language lives on a domain you own. Not a product feed. Not Reddit.* Legacy brands carry information debt. Older or fast-moving companies rack up campaigns, sunset projects, and one-off press hits that keep resurfacing in AI answers long after anyone stopped caring about them.* LLMs will merge everything on your domain into one picture of your brand. Crystal described a business that sold spices but got described by an LLM as also running custom denim and event planning, because a past community campaign lived on the same site and got folded into the AI’s read of the company.* The fix is to separate what doesn’t belong. Move old, unrelated projects to a different domain or subdomain, or mark the pages no-index, so they stop bleeding into how AI describes your core business.* Run your brand through multiple LLMs and compare notes. Ask the same basic questions (what does this brand do, who are its competitors) across different models. If the answers diverge, you’ve found a problem worth fixing.* New businesses have to win retrieval before they win training data. If an LLM doesn’t already “know” you, it falls back on RAG (retrieval augmented generation), and that only works if your site is discoverable in the first place.* “Fresh and spicy” content gets cited. Commodity explainers don’t. Timely news and genuine opinions force a model to go look something up. A basic “what is gelato” post usually doesn’t, because the model already knows the answer and has no reason to send anyone to your page for it.* Citations, mentions, and indexing are three separate things. Being indexed on Google says nothing about whether AI tools cite you. Crystal has seen brands with thousands of indexed pages get cited on only a small fraction of relevant queries.* Context decides who gets cited. Mixture-of-experts architectures (Google calls this “query fan-out”) route a question to a topic-specific cluster of knowledge, so a mention has to actually sit near your topic and geography to help. A random write-up on a tire blog won’t do much for an ice cream shop.* AI crawlers don’t behave like Google. In Crystal’s experience, OpenAI’s bots tend to crawl a site in full looking for anything citable, while Google works within a tighter crawl budget. Check your bot logs, and use robots.txt to steer AI crawlers away from thin or outdated pages.* LLMs hallucinate URLs, and you can correct them. Google sends a dead link to a 404. An LLM will just invent a URL that never existed. Crystal has used the thumbs up and thumbs down feedback in AI chat tools to correct wrong answers, since that feedback feeds directly into how the models get retrained.* A website is becoming a resource, not just a destination. Search bars, clear calls to action, and genuinely useful help docs let both humans and AI agents actually do something on your site, including through integrations like Wix’s built-in MCP, which lets Crystal manage her own sites straight from an AI assistant.Actionable Takeaways* Audit your domain for old campaigns or sunset projects that AI tools might still be pinning on your current business.* Move off-brand content to a separate domain or subdomain, or set it to no-index, if it no longer represents what you do.* Ask the same basic questions about your brand across several LLMs and compare the answers for inconsistencies.* Publish timely, opinionated content, not just evergreen explainers that LLMs already know how to answer without you.* Check your bot logs to see which AI crawlers show up and how their behavior differs from Google’s.* Use robots.txt to keep AI crawlers away from thin or outdated p
- Aug 8, 202641 min
Should CMOs Cut SEO Budget or Just Add AEO/GEO?
In this episode of ThriveCast, we speak with Hank Azarian, founder of Hank Azarian Consulting and an enterprise SEO & AI consultant working with publishers and PE-backed brands. Hank explains how AI-first discovery is scrambling attribution, walking through how a website's job has shifted from "brochure" to source of canonical truth, why traffic and rankings are becoming vanity metrics as click-through rates collapse, and why the real budget question isn't SEO-versus-AEO but which channels are actually closest to revenue. This conversation is essential for CMOs, Growth Leaders, and SEO practitioners rethinking how marketing dollars get allocated in an AI-first discovery landscape.Key Insights* AI is capturing a growing share of discovery. Recent Similarweb data found that among users who use both AI and search, 35% preferred AI as their discovery mode versus only 13% who preferred search — roughly a two-to-one shift.* Discovery and attribution have decoupled. A buyer’s first touch may happen on AI, but the resulting relationship often gets credited to whichever channel they eventually click through — social, organic, or paid — even though AI influenced it further upstream.* The website’s job has changed. It’s no longer the “brochure” that drives discovery; it’s now a source of canonical truth that validates the claims other AI surfaces are already making about you.* Rankings can hold while revenue quietly collapses. A keyword that once delivered a 10–12% click-through rate at a top-three ranking can now deliver roughly 1%, even though the ranking itself hasn’t moved.* “Key person SEO” beats keyword SEO. A specific returning-user segment came back four times more often, consumed five to six pages per visit instead of one to two, and showed a 17x increase in lifetime value once they signed up for email.* Traffic loss isn’t evenly distributed. In Hank’s experience, the roughly 20% of visitors who are genuinely engaged can represent 80–95% of a business’s actual revenue from that traffic — so recovering that slice matters more than the headline traffic number.* Start with the ICP, not the channel. Before assigning budget, define who your business serves best, then build revenue-driven objectives around that customer — not around a channel line item.* The budget conversation should start at the marketing level, not the SEO level. AI is disrupting SEO, paid, and social simultaneously, so treating AI as strictly an “SEO problem” misframes it — it’s a marketing problem.* Comparative “best-of” content can backfire. If you’re not the clear category leader, publishing roundups that rank your competitors alongside you effectively validates their claims and can lower your own perceived standing.* Consensus content adds nothing. If your content just repeats what ChatGPT and competitors already say, AI systems have no reason to cite you — differentiation requires your own IP, data, or point of view.* Some early-stage businesses shouldn’t invest in SEO at all. Understanding the real buyer often needs to come before any SEO spend, not after.* The new north-star metrics are revenue-proximity metrics — SEO cost of user acquisition versus other channels, return on ad spend variation, and incrementality — not impressions, clicks, or rankings.Actionable Takeaways* Audit your returning-visitor segment separately from one-time traffic — measure pages-per-session and email-signup lifetime value, not just total visits.* Map your ICP explicitly before allocating any channel budget.* Replace ranking and impression dashboards with revenue-proximity metrics: channel CAC, ROAS variance, and incrementality.* Test small distribution bets (a few hundred dollars across a handful of campaigns) before committing bigger budget to validate what resonates.* Reframe your website’s role from lead-capture to proof-and-validation — build content that verifies your claims rather than content built purely to attract clicks.* Avoid publishing comparative “best-of” roundups unless you’re the clear category leader.* Build content around proprietary data, IP, or point of view instead of restating AI/consensus answers.* Bring the SEO budget conversation into a holistic marketing-budget conversation instead of treating it as an isolated line item.* Re-evaluate whether SEO is even the right first investment for early-stage or pre-PMF products.* Coord
- Jul 11, 202645 min
How to build a Content engine with Claude Cowork & Obsidian
In this episode of ThriveCast, we speak with Emmanuel Lavoie, CEO of Jetstream Hospitality Solutions — a Canadian, commission-based tech-enabled service company that helps hotels and resorts reach distribution channels like Airbnb and Vrbo. Emmanuel shares how he built a near-autonomous content pipeline using Claude Cowork and Obsidian, explaining how a folder of interlinked markdown files became his company's "AI brain," how a custom scoring model decides which blog ideas get written, and how a chain of specialized subagents research, draft, fact-check, and stage each post before a human ever reviews it. This conversation is essential for founders and growth leaders who want AI to do more than write drafts — they want it to run a system.Key Insights* The vision was a “self-driving business,” not a chatbot. Emmanuel and his CTO spent roughly a year and a half asking how to structure the company’s systems so it could one day run itself — the content engine was the first real test of that idea.* Obsidian is just a folder of markdown files. Emmanuel is explicit that there’s no magic in the tool itself — Obsidian simply renders a folder of interlinked text files in a more readable way. Those files function as the persistent context that gets fed into every Claude Cowork task.* Context is what separates a mediocre AI output from a great one. Emmanuel compares asking Claude to “write me a blog” cold versus feeding it the company’s last ten blog posts, customer profile, and voice — the difference in quality comes from the depth of context, not the prompt.* Every vault starts with a claude.md file. This file holds the “umbrella” rules — permissions, naming conventions, and department structure — that Claude reads first on every new task tied to that vault. Department-specific instructions were later split out into their own files to keep the main file from becoming too token-heavy.* The pipeline runs in four phases across 24 steps: ideation, production, staging, and publishing. Ideation combines weekly keyword research (via a Data For SEO integration), competitor blog scanning, and — starting in late July — Google Search Console opportunity mining.* A custom scoring model decides what gets written. Ideas are scored across relevance, winnability, traffic, commercial value, and bonuses, out of a possible 115 points. Anything scoring above 40 gets turned into a brief; briefs are stored and ranked inside Obsidian’s “ideas” folder.* One agent doing everything led to a lie. Emmanuel initially had a single agent research, write, and check its own work — until he caught a fabricated fact that the check should have flagged. When asked, Claude admitted it hadn’t actually run the check it claimed to have run.* The fix was splitting work into specialized subagents. Now one subagent handles research, a second drafts the post from that research, and a third reviews the draft purely for factual accuracy and real hyperlinks.* Drafts also go through an anti-pattern pass. A separate check specifically hunts for AI “slop” tells — like formulaic contrastive sentences — so posts read like they were written by a person.* Staging is fully headless through a custom HubSpot connector. Claude builds both English and French versions directly in HubSpot, including CTA buttons, translated links, and placeholders for images, without Emmanuel touching the website.* Image production loops in a human collaborator through Notion. Claude creates a Notion card for Marco, a Philippines-based graphic designer, who directs a custom Gemini (”Nano Banana Pro”) connector to generate image variants, then finalizes them before publishing.* A “deferred link sweep” keeps multi-part content clusters connected. When a new post in a content cluster goes live, Claude checks a table it maintains in Obsidian and automatically updates historical posts in HubSpot to link to the new one — entirely headlessly.* The engine is self-improving, but deliberately, not constantly. Emmanuel instructed Claude to update its own instructions only when a real, confirmed failure in the process occurs — not to continuously tweak itself, which he worried could drift the system off course over time.Actionable Takeaways* Build a claude.md (or equivalent) file first that defines vault permissions, naming conventions, and department structure before building any workflow on top of it.* Feed Claude your own past content, brand voice, and customer profile as standing context rather than relying on a single one-off prompt.* Split single-agent workflows into specialized subagents for research, draft
- Jun 13, 202633 min
Life Maxxing in the AI Era
In this episode of ThriveCast, we speak with Dave Guttman, founder of Guttman Media and serial entrepreneur with eight- and nine-figure exits — who at 24 was misdiagnosed with terminal cancer and given six months to live. Dave shares why burnout is a leadership failure, how to build cultures that retain great people across companies, and why AI makes it easier than ever to build a genuinely great life. Essential for founders navigating the pressure of scaling without burning out.Key Insights* Burnout is a symptom, not the disease. If your team is burning out, Dave’s view is direct: that’s a leadership failure. People working 60–70 hours a week at his Forex trading company didn’t feel burned out — because they had autonomy, support, and equity. The work environment determines whether intensity energizes or destroys.* Fortune over specialness. Dave draws a sharp line between thinking you’re special and knowing you’re fortunate. Anyone born to the same DNA and circumstances would have achieved the same things. That reframe kills entitlement and keeps gratitude intact.* Hardships are the curriculum. Every positive quality Dave can name in himself traces back to something bad — dyslexia, a difficult childhood, a cancer scare. He doesn’t frame any of it as trauma. He frames it as things that happened, from which he learned. “You either win or you learn.”* Work-life integration, not balance. Balance implies trade-offs. Integration means doing things you like, with people you enjoy, in areas you find interesting. During his daughter’s childhood, Dave took fewer risks and prioritized presence. Once she left for college, his risk profile shifted dramatically. Life stage determines the model.* The CEO’s greatest leverage is the culture match. The closer your value system is to the CEO’s, the happier you’ll be in an organization. As the CEO, your values are the organization — which means your primary job is filling it with people who share your moral compass.* Absorb blame, deflect credit. Leaders who take full responsibility when things go wrong and hand credit to the team when things go right build teams that follow them from company to company. This is how Dave has had people work with him across five or six ventures.* Call them co-workers, not employees. The word matters. Putting co-workers first isn’t charity — it’s strategy. Dave’s 35 years of experience point to one consistent finding: when the team comes first, the company results follow.* Internal and external core values are different tools. Internal values (grit, discipline, integrity, curiosity) govern who you hire, promote, and reward. External values govern who you partner with and what you build. Both require team input to earn genuine buy-in — and the leader has to live them visibly.* Hire for humility and curiosity above all else. Capable people can develop ego. Curiosity is the quality that keeps the smartest person in the room learning. Dave’s standard: strong positions, loosely held. He reversed a business decision on the spot when his head of marketing proved him wrong — and said so publicly.* AI is non-negotiable to embrace. Dave’s verdict for every person he mentors, regardless of role: go down the AI rabbit hole and become an expert. “It’s either get on the bus or the bus is going to run you over.” At 60, he says he’s never been more excited about what’s possible.* Imposter syndrome signals healthy humility. Dave feels it constantly. His view: if you don’t feel any imposter syndrome, you’re probably lacking the humility you need. The only real measure of leadership is whether the people you lead think you’re a good leader.* Mentorship is mutual. The thing that surprised Dave most after 30 years of mentoring: he learns at least as much from the people he mentors as they learn from him.Actionable Takeaways* Audit your culture for inertia. If your culture hasn’t been deliberately designed, it’s just whatever accumulated through hiring and circumstance. Decide what it should be before it decides for you.* Define two separate sets of core values — one internal (for hiring, promoting, rewarding people) and one external (for partnerships, products, and client decisions). Involve the full team in selecting them.* Build a rotating core values award program. Award the first round yourself. Then make each recipient responsible for awarding it to someone else the following quarter, with a small monetary prize attached. This distributes ownership of the culture.<
- May 9, 202644 min
Why Great Products Fail And How to Shorten the Adoption Curve
In this episode of ThriveCast, we speak with Holley Miller, Founder and President of Grey Matter Marketing — a strategist who sits at the rare intersection of market behavior, messaging, and product adoption. With 30 years spanning medical devices, pharmaceuticals, and SaaS, Holley brings a cross-industry lens to one of the biggest blind spots in innovation: why great products fail to drive adoption — and what founders and growth leaders can do about it. In this conversation, she unpacks the psychology behind why markets resist change, how to identify the "disgusters" that actually make people switch, and why belief, not features, is the true engine of growth.Key Insights* “Build it and they will come” is a myth. Two out of three products in healthcare fail due to adoption failure and not product failure. SaaS sees the same dynamic, only faster and more brutally.* Human brains protect the status quo. Regardless of industry or role, people are wired to resist change. Getting someone to switch is genuinely hard, and most companies underestimate this.* Solve disgusters, not just delighters. A four-quadrant framework - Delighters, nice-to-haves, annoyances, and disgusters, shows that loyalty and switching behavior is driven by eliminating disgusters, not by adding delightful features.* The problem is audience-specific. A canceled flight is a disguster for a CEO but an opportunity for a college student. The pain you solve must match the acuity of the audience experiencing it.* Lead with the problem, not the solution. Customers are searching for relief from a problem and not for your product. Websites and messaging that open with solutions skip the step of earning relevance.* The brain uses only three categories: must-have, nice-to-have, or not interested. You have 10 seconds or less to earn a “must-have” before you’re dismissed.* People don’t want a drill, they want a quarter-inch hole. Customers buy what a product unlocks for them, not the product itself. Most companies market the drill.* Preference ≠ adoption. True adoption means customers wouldn’t substitute you even if pushed. If they can replace you without friction, you haven’t created advocates just users.* One company captures ~76% of market share in almost every category. Everyone else fights for scraps. The path to becoming that company starts with owning a specific niche, not chasing a broad audience.* Numbers don’t buy growth, belief does. Belief is contagious. It spreads faster than features and compounds faster than revenue. Companies that tip markets create belief, not just products.* Simplicity is velocity. Learning velocity is the speed at which you test assumptions, refine messaging, and align your narrative to market reality is what shortens the adoption curve.Actionable Takeaways* Start with the problem, not the product. Audit your homepage: does it lead with a problem your audience is already experiencing, or does it jump straight to your solution?* Map your audience on the four-quadrant grid (delighters / nice-to-haves / annoyances / disgusters) and ruthlessly identify which disguster you can uniquely eliminate for a specific segment.* Identify your precise beachhead audience — the niche where the problem is most acute and your solution is most irreplaceable. Own that before expanding.* Question your launch assumptions. Before going to market, list the assumptions you’re making about customer behavior and explicitly test which ones could be wrong.* Create the conditions for inevitability: Is the problem urgent enough? What does the customer have to reject (their status quo)? Who are all the stakeholders that need to believe?* Build a narrative, not a pitch deck. Teach the market to recognize the problem, imagine the transformation, understand the criteria for a solution — then position yourself as the only one who meets it.* Use monday.com’s playbook for niching. Build targeted landing pages for each specific audience segment, experiment across dozens of niches, and double down on what gains traction.* Lead emotionally, justify rationally. Emotional resonance triggers the decision; data gives buyers the conviction to stand behind it. Lead with transformation, follow with proof.* Track learning velocity, not just revenue velocity. How fast are you testing messaging, use cases, and channel assumptions? Faster learning directly shortens your adoption curve.* Intersect with customers where in
- Apr 18, 202637 min
Beyond Vibe Coding: The AI Software Factory
In this episode of ThriveCast, we speak with John Kennedy, co-founder of Actual AI and a veteran Dev Tools leader (AWS, Acquia, Upsun), who shares how engineering teams are moving beyond manual coding into building “software factories”; by leveraging AI-managed Architectural Decision Records (ADRs), John explains how teams can eliminate “vibe-coded slop,” enforce architectural consistency, and unlock a new model of linear acceleration with enterprise-grade governance.Key Insights• Vibe coding often leads to inconsistent and unscalable code (“slop”).• AI-generated code can degrade architecture, security, and maintainability over time.• Slop is not just bad code it’s anything that slows down development velocity.• Individual AI workflows are powerful, but lack consistency across teams.• Architectural Decision Records (ADRs) act as guardrails for AI-generated code.• Most teams still rely on passive documentation, which is outdated and reactive.• AI can now analyze entire codebases and auto-generate architectural rules.• Software factories enable 24/7 autonomous development with AI agents.• Organizations using software factories can achieve 10x–100x development velocity.• The future of engineering is shifting from writing code to improving the factory itself.Actionable Takeaways• Avoid relying solely on vibe coding for production systems.• Establish clear architectural guardrails (ADRs) before scaling AI development.• Use AI to analyze and codify existing codebase decisions.• Shift engineering focus from writing code to improving systems and processes.• Invest in building a custom software factory within your own cloud (VPC).• Optimize for time-to-production (speed of idea → deployment).• Reduce token usage and iteration cycles through better upfront decisions.• Encourage engineers to become “software factory engineers” instead of coders.Resources Mentioned• Actual AI — Platform that helps teams build AI-powered software factories with guardrails, ADRs, and autonomous agents.• G-Stack (Gary Tan) — Open-source framework for rapidly prototyping AI-powered applications and workflows.• Gastown / GAST — Open-source software factory framework for building agent-driven development pipelines.• AI Tinkerers — Community of builders and engineers exploring practical AI applications and workflows.If you’re a CTO, engineering leader, or developer building with AI, this episode highlights that modern software velocity doesn’t come from writing more code it comes from building systems, enforcing architectural guardrails, and evolving your team into software factory engineers who can continuously accelerate delivery at scale. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.hybridgtm.com
- Apr 4, 202636 min
From Agency Hustle to an Exit: The AI-Native GTM Playbook
In this episode, Johann Nogueira shares his journey from building multiple ventures to exiting his AI-driven GTM platform. With over 20 years of experience, he walks through how he transitioned from a high-stress agency model to a scalable, product-led, and ultimately white-labeled distribution engine. The conversation dives deep into leverage, ecosystem-led growth, AI-first teams, and the future of work, offering practical lessons for founders navigating modern GTM.Key Insights* Leverage beats effort - systems that run independently create exponential outcomes* Distribution > product complexity - ecosystem access drove faster growth than feature expansion* Confused buyers don’t convert - simplifying to one core use case (lead gen) unlocked adoption* White-labeling is a growth multiplier - partners became the primary distribution channel* Value creation is the true scorecard - more value → more scale → more impact* AI amplifies output, not headcount - small teams can now operate at 5–10x capacity* Agent-to-agent economy is emerging - AI will transact, negotiate, and operate autonomously* Foundational skills still matter - tools are abundant, but execution remains scarceActionable Takeaways* Focus on one high-impact use case instead of building multi-feature products* Leverage existing ecosystems to unlock faster distribution* Build partner-ready assets (scripts, demos, guardrails) to scale indirect sales* Design your company for AI-first workflows before hiring* Optimize for output per employee, not team size* Use AI to compress execution cycles (proposals, campaigns, ops)* Avoid overcomplicating your pitch clarity converts faster than capability* Treat growth as a function of value delivered, not effort investedResources Mentioned* GoHighLevel — white-label CRM ecosystem enabling distribution* ZoomInfo — lead intelligence tool referenced for comparison* Clay — GTM automation and enrichment workflows* Manus AI — used for generating assets like proposals and brochures* B1G1 — platform for embedding impact into business transactionsIf you’re a B2B SaaS founder, growth leader, or GTM operator, this episode highlights that modern scale doesn’t come from bigger teams or more features—it comes from leveraging ecosystems, simplifying value, and embracing AI to multiply output. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.hybridgtm.com
- Mar 28, 202654 min
AI in GTM: Hype, Hope, and What Actually Works
In this episode of ThriveCast, we host a panel with Molly Bowden (GTM Operations Leader), Jonathan Carford (VP GTM Strategy at Momentum), and Gururaj (Founder of ThriveStack) to unpack how AI is actually changing go-to-market today cutting through the hype to explore real use cases, shifting buyer expectations, the importance of data foundations, and why most AI pilots fail without strong processes and strategy. Key Insights* Buyers now conduct AI-assisted research before ever speaking to sales.* Marketing website traffic is declining as AI search tools intercept discovery.* SaaS budgets are increasingly shifting toward AI-first tools and experimentation.* Many companies are automating broken processes instead of fixing them first.* AI delivers the most value when optimizing existing workflows, not replacing them.* Conversational intelligence is emerging as a powerful source of customer insight.* Sales ramp time can significantly improve through AI-driven coaching and role-play.* Poor data foundations remain the biggest barrier to successful AI adoption.* Many GTM teams are buying AI tools without strategy or clear ROI.* The future GTM stack requires unified data across marketing, product, sales, and customer success.Actionable Takeaways* Fix broken processes first before applying AI automation.* Invest early in clean, structured GTM data foundations.* Use conversational intelligence to capture real customer insights.* Apply AI to improve ramp time and productivity for GTM teams.* Avoid buying shiny AI tools without clear outcomes.* Build systems that unify marketing, product, revenue, and support signals.* Shift GTM strategy toward customer value creation instead of mass outreach.* Focus on improving the buyer experience, not just seller efficiency.Resources Mentioned* Momentum - AI-powered conversational intelligence platform that captures sales call insights and syncs them with CRM, product, and GTM workflows.* Clay - GTM data automation platform used for lead enrichment, prospecting workflows, and orchestrating outbound campaigns.* Sendoso - Sending platform that helps GTM teams personalize outreach using gifts, direct mail, and experiences.If you’re a B2B SaaS founder, RevOps leader, or GTM operator, this discussion reinforces a critical lesson: AI alone won’t transform your go-to-market motion—real impact comes from strong data foundations, disciplined processes, and using AI to amplify customer value rather than chasing automation hype.🎧 Loved the episode?Subscribe to ThriveCast for more behind-the-scenes stories from the builders shaping the future of SaaS. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.hybridgtm.com
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Unlock the secrets of Product-Led Growth success and thrive with expert insights, strategies, and success stories in every episode! www.hybridgtm.com
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