Thank you, The Professionals: Inside Professional Services Marketing magazine, for this feature and shout out.
EXCERPT: “AI is certainly not a new phenomenon, and many firms and individuals within professional services firms are experimenting and even using it to save time. However, for many firms, its full potential to deliver and enhance their business development and marketing efforts has so far not been successfully tapped. To assist with this, a leading professional services BD and marketing agency, The BD Ladder, has released a thought leadership eBook, The Impact of AI on Business Development & Marketing in Professional Services, which features eight articles from leading independent BD and marketing consultants and practitioners within the professional services. …
“In comparison to this Roy Sexton’s article offers a contrary view on the widespread rush to adopt AI. He emphasizes the importance of thoughtful, strategic adoption of AI rather than chasing trends. Sexton warns against superficial compliance and advocates for a deeper understanding of AI’s potential and limitations.”
Are the kids all right? Are we too concerned with trend-chasing as opposed to delivering real value? Find out my thoughts on marketing, BD and AI in my article in The BD Ladder’slatest eBook.
Download your copy today and read the thoughts and opinions of industry leaders including Ben Chiriboga, Lynn Tellefsen Stehle, Ben Trott, David MacDonald, Megan Senese, Jennifer Ramsey, Richard W Smith, Michelle Howard, and Paul Roberts.
Thank you to Ben Paul and Lucy King who invited me to take part.
The kids are NOT all right … one marketer’s (cheeky) thoughts on trend-chasing and real value
By Roy Sexton, Director of Marketing at Clark Hill and Immediate Past International President of the Legal Marketing Association
I suppose I’ve become more of a contrarian as I’ve progressed through my career. I love new ideas, change, and growth, but sometimes my Spidey-sense goes off when I feel like too many people are all rushing off after the same shiny object and I don’t perceive a great depth of thinking in their discourse. Now I’m not saying that’s the case with AI right now.
I’m implying that’s the case with AI right now.
Why do I say this? Well, for one, we’ve all been living with AI in one form another already for 20+ years. It’s baked into just about every cell phone and home media device, ubiquitously scattered across the land. It’s part of all major software applications. It’s part of every shopping recommendation we receive – and heaven knows AI-shopping suggestions sustained my spirit during the pandemic!
But in 2023 it suddenly captured the zeitgeist and, at least in my chosen profession of marketing, it seemed as if everyone feared they didn’t sound “smart” if they didn’t jump into the fray. For a while, it seemed all slapped the sentence “AI won’t take your job, but people who know AI will” into every piece of thought leadership, whether pertinent or not.
It’s AI o’clock … do you know where your children are?
Now, don’t get me wrong. I’m as enamored of AI-prompts and AI-streamlined tasks as anybody. As a glimmer into my psychology: I remember I fought voice-to-text for years, until my poor thumb screamed “give me a break with all the texting!” And now I haven’t typed anything on my phone for the better part of a decade (I think). I also am not sure I’ve proofread any of my texts in the better part of a decade either come to think of it.
And I guess that’s a bit of my concern. There’s a meme I share on social media every time I see it, and much like Yogi Berra I’m sure I will mangle its verbiage. It’s something to the effect of … “Hey, rather than have AI replace all the artists and screenwriters, let’s have it clean up the oceans.” That speaks to me. I will sound like a tin-foil hat wearing conspiracist but did the accountants get together with IT and say, “You know what … we both hate writing. Can we work on something to replace THAT?” I know AI does SO much more, but this is what hits close to home for me. Truth be told, writers are generally paid a pittance anyway, and I’m not totally convinced that what comes from AI prompts is as compelling as what comes from the human mind and heart. Plus, if the robots are doing all the writing and the responding, who’s doing the reading? Asking for a friend. Isn’t the point of marketing copy to connect with fellow humans and influence their purchasing decisions? At least that’s what I always thought.
What does appeal to me is the idea of AI clearing the decks of tasks that are not value-add and replacing with ones that generate market insight, while expanding the reach of the human minds in the room. I do believe in my bones we are at an incredible tipping point where data is concerned; AI rapidly scouring all the interwebs to inform our creative decisions, to target the right clients and customers just-in-time, and to close the deal will create greater efficiency and outcomes. This will also empower the creatives to do their work, to not have to fight their internal clients endlessly (that’s honestly where all the marketing waste is), and to focus on what they do best: innovate and connect.
I caution us as professionals to not lose ourselves in a sea of buzzwords and trends. For the past decade, every conference season, I slog through a million panel discussions where everyone hyperventilates over the next big “disruption.” Shall I rattle off a few? Big data. Internet of things. Blockchain. NFTs. Um … Clubhouse. I could go on.
What I am interested in is how we can already leverage what we have been using unknowingly for ages, not to downsize teams or confuse an already broad generational contingent even further, but rather to quickly craft holistic solutions that empower creators and consumers alike to connect over what they really need.
We’ve already seen the speed with which digital solutions can disrupt (negatively) real life, particularly the impact that social media has had on community fragmentation, political turmoil, and the dissemination of fraudulent information. When education and human comprehension don’t keep pace with technological advancement, human beings veer into “Dark Ages” dystopian times. Disruption seems clean and sleek and sexy in the rearview, but it is messy in real time. People are messy. We can’t help it. I’m not saying that’s bad and I’m not saying that’s good. I loved Thomas Friedman’s The World is Flat as much as anyone. But it remains a concern and as breathless as we are about these new tools and solutions and what they can do for the “bottom line,” let’s also consider what they will do to an already fragile human condition.
I will leave you with this anecdote, names changed to protect the innocent. I have an attorney friend – a Baby Boomer. I’m not being ageist – it’s important context. This attorney reminds me of my beloved late mother. Both reflect a fascination with social and digital platforms and a desire to connect as broadly as possible, seeing the potential in these channels for commiseration on scale and enthusiastically embracing it all. Both also are petrified they are going to “break something” every time they touch social media. Doesn’t hold them back but fear always lurks in the background.
(Sidebar: I grew up in the era when parents told you not to sit too close to the television for fear of ruining your eyesight nor to turn it on and off and on and off for fear of breaking it. In fact, we – gasp! – took our TVs periodically to the “repair shop.” I wonder if this is why an entire generation lives in abject terror over tech. Just a theory.)
One day this attorney asked me why they don’t see the words “[their name] likes this” under posts on social. I said, “Well, when you click ‘like,’ OTHER people see that.” They then got insistent: “No, I want it to say [my name] LIKES this.” I explained again. Then a light bulb went off. I looked at their activity and realized in the time we were chatting they had started typing this as a comment “[their name] likes this” over and over and over under different posts. Paging Amelia Bedelia!
Now flash forward a few months, I get another call. On a Sunday. This attorney is apoplectic. “Why does it show I’ve left all these comments on my very important clients’ posts? I didn’t say these things. I wouldn’t say these things. Can I sue LinkedIn? I’m so embarrassed.” Again, I calmly asked, “Now describe to me what you are seeing?” (I learned this in years of similar panicked chats from my mom. I think I could have a side hustle here.) With some time, I figured out they thought the AI prompts under a given post were a string of comments they had actually left. They were so distressed about it that they had then sent emails to all said connections apologizing. THEN they reached out to me. Not a great look for someone trying to show their facility and agility in this digital age.
So, what’s the problem here? Why am I sharing this? I actually GET why the attorney was alarmed. Now, I knew what I was looking at when I saw those prompts, but they didn’t. Because the tech industry sometimes moves at the speed of “we’ll get to it when we feel like it” and other times at the speed of “we’re changing stuff and not explaining it and you can just figure it out or not,” there is likely a deep rift we will create across generations if we don’t pause a bit and implement things sensibly. Did this attorney NEED a prompt to say, “Congrats on your work anniversary?” Do any of us? Was that actually a problem that needed to be solved? And how many troubles have been created inadvertently in the process?
What’s that line sardonically offered by Jeff Goldblum’s Jurassic Park character Dr. Ian Malcolm (who specialized in chaos theory BTW)? “Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.”
Now, I know those reading this ramble will shake their heads in judgment and think, “I’m shocked. SHOCKED! I had no idea Roy was such a wet blanket luddite.” Listen, I’m not. I love what we are able to do with digital and social tech and how AI can supercharge our ability to connect meaningfully and hopefully change the world for the better. But I’m not honestly seeing much of that yet in the discourse to which I’ve been privy. So just imagine I’m Ian Malcolm here. And remember he’s one of the few characters who survived.
P.S. Confessional … I first asked Chat GPT to write this article for funsies. I hated the result. Tossed it all out. And then I wrote this. You might hate it. But I don’t. And I still think that matters.
P.S. Above depicted one of my most treasured invitations I’ve ever received in 12 years of being a member of the Legal Marketing Association. Thank you, Tahisha Fugate, MBA [she/her]! Love you and love this dynamic, brilliant, fantastic, fun group of incredible human beings.
LinkedIn post from Tahisha: “For the third year in a row, a group of Black Women in Legal Marketing and friends gathered at #LMA24. Women from firms of all sizes, across the U.S. and Canada, connected and engaged. We were thrilled to be joined by some legal marketing business partners, including Chambers USA, Passle, RubyLaw, and Jaffe to name a few.
“A special thank you to my firm Axinn, Veltrop & Harkrider LLP for their continued support of this event! I look forward to seeing everyone in DC next year. #legalmkt #marketing #businessdevelopment #DEI”
I’ve said it before, and I’ll say it again (particularly for those provincial social media naysayers … who aren’t listening anyway), the internet brings the world together in fun and surprising and interesting ways, breaking down geographic boundaries and uniting people by affinity (as opposed to arbitrary constructs of place and time). Read The World is Flat. No, really. Go read it.
Writing this blog has introduced me to a documentary filmmaker in Toronto (click here) and allowed me to review a short film by an animal advocate whom I’ve never met but feel as though I have (click here). It has helped me connect with and learn from fellow bloggers (click here) and has given me the opportunity to assess the work of local theatre groups (click here). I even got a shout out from JB Bernstein, the subject of the Disney film Million Dollar Arm, over my review of that fabulous flick: “It means a lot to hear a review like this. This was a very personal story, and to know that I was able to reach even one person with our message it was worth all the work.”
Ok … enough patting myself on the back …
My downright caustic review of the latest Transformers installment caught the attention of Traverse City-based independent filmmaker Theresa Chaze (click here for her website). She is also a published author, experienced video producer, and accomplished communications professional, and she is hard at work launching her new film Never Can Say Good-bye. I was honored when she asked if I would read her script and offer my thoughts.
(And the animal lover in me adores this part of her impressive bio: “As the media specialist for Angel Protectors of Animals and Wildlife, she produced several public service announcements and micro-documentaries. The messages remained informative and promoted positive action to save our nation’s wildlife.” Yes! Another of her potential projects is a TV show about equine therapy for veterans – Horses and Heroes.)
Theresa Chaze
Never Can Say Good-bye reinvents the reincarnation conceit (Christopher Reeve’s/Jane Seymour’s 1980 film Somewhere in Time, Ellen Burstyn’s 1980 film Resurrection) in the guise of gothic paranormal psychodrama (Nicole Kidman’s 2001 film The Others, Julie Harris’ 1963 film The Haunting, Deborah Kerr’s 1961 film The Innocents). The plot concerns two families united by a doomed marriage in the 1950s and explores the dissonant legacy that familial discord has had on subsequent generations. (See the Stephen King/John Mellencamp musical Ghost Brothers of Darkland County for another take on this thematic concept.)
I finished reading the script earlier this week. It is so well done and layered and clever. I love the notion of turning a ghost story on its head through the lens of reincarnation. I thought the characters were all clearly and thoughtfully drawn, and the script is definitely a page turner in the best sense. The disparate threads cohere in a denouement that is both chilling and poignant. The dialogue is believable, and the insular college-town setting (somewhere in northern Michigan, I believe) lends a nice chilly, hierarchical vibe.
Different actors are reported to have been attached at various points, including Lauren Holly, Bill Hayes, and Dyan Cannon. Stanley Livingston is connected to direct. Obviously, “name” performers would bring added attention to the project, but I daresay a cast of unknowns would keep audience attention focused on the narrative and the dense web of challenging relationships therein.
And, as in seemingly all creative efforts these days, there is a crowd-source funding campaign afoot through Indiegogo – you can donate here. From the campaign’s page …
We love a good ghost story. How about you? We are not talking about films that gross out the audience or are so dependent of special effects that the producers forgot to give the characters personalities or have plots that are based on clichés or simply don’t make any sense. Much like Dark Shadows, Never Can Say Good-bye is based on suspense and plot twists that will scare the socks off the audience and make them suspicious of the dust bunnies under their beds.
Best of luck, Theresa – hope this script makes it to the silver screen soon – it’s a keeper!
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My pal Bailey Boudreau (with whom I appeared in Farmington Players’ production of Legally Blonde the Musical last year) has launched the Slipstream Theatre Initiative here in Metro Detroit, and they have a fun event this weekend. Here’s an excerpt from the press release:
Slipstream Theatre Initiative is proud to present a one-weekend staged reading festival of new, local works! The festival is a fundraiser for both Slipstream Theatre Initiative and Two Muses Theatre, and promises to provide non-stop entertainment.
Slipstream
Featuring new short plays by Playwrights Cara Trautman, Bailey Boudreau, Emilio Rodriguez, Kim Carney, Emily Fishman, Barry Germansky, Margaret Edwartowski, Katherine Nelson, Lori Reece and Josie Kirsch, this two day event offers a wide variety of material and subject matter.
Bailey Boudreau
The actors include Scott Romstadt, Steve Xander Carson, Miles Bond, Cara Trautman, Jennifer Jolliffe, Cindi Brody, Katie Terpstra, Alexander Henderson Trice, Claire Jolliffe, Maxim Vinogradav, Nick Kisse, Joshua Daniel Palmer, Josie Kirsch and Bailey Boudreau.
All proceeds will go to the 2014-2015 seasons of Slipstream Theatre Initiative and Two Muses Theatre, both non-profit organizations.
What: Original Works Weekend
When: Saturday July 19th, 7:30 pm & Sunday July 20th, 5:00 p.m.
Where: Two Muses Theatre inside the West Bloomfield Barnes and Noble
How Much: $10, additional donations accepted (tax-deductible)
And this is just something that I needed to capture – and why not put it in this particular crazy quilt of a blog entry …
So, I’m going to lunch yesterday with my colleagues Mike and Jan and I see a Shih Tzu or something (no tags, but a collar) running about the busy traffic on Middlebelt. We lure the dog into a yard with a rattle-y container of gum, and the people who live in the house say, “We saw him running around.”
Really? And you didn’t do anything?
They give us some twine which we fashion into a leash. I wander about this neighborhood while Jan and Mike go to the drugstore to get a real leash (which of course they don’t carry – my mom always says, “Always have a leash in your car.” I will now).
As I stumble around using this dog like a divining rod to see if he will lead me to his home (he didn’t – he was kind of a cute dingbat), up rolls from within the neighborhood a Grand Marquis painted an ugly orange red and on tires the size of small boulders. The gentleman driving the car, not saying “thank you,” grumbles, “My dog.” I say, “What’s his name?” Surly reply, “Bear.” (Really, a Shih Tzu named “Bear”?) The dog did indeed reply to the name, at which time the man got out of the car, lifted the dog roughly by the collar, smacked it on its side, and said, “We’re goin’ home.”
So, who wants to kidnap a Shih Tzu with me? Yes, we drove back through the neighborhood to confirm that he and “Bear” do live there. And, after work yesterday, I drove by the house again where the dog lives, and I met the teenage boy who clearly loves him very much. Let’s hope for the best.
If you want to know where I got this love for all creatures great and small, please check out my mom’s latest wonderful blog entry “that is my medicine” here.
And read about friend Beth Kennedy’s adoption of “Nacho the Cat” here!
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Reel Roy Reviews is now a book! Thanks to BroadwayWorld for this coverage – click here to view. In addition to online ordering at Amazon or from the publisher Open Books, the book currently is being carried by Bookbound, Common Language Bookstore, and Crazy Wisdom Bookstore and Tea Room in Ann Arbor, Michigan and by Green Brain Comics in Dearborn, Michigan. My mom Susie Duncan Sexton’s Secrets of an Old Typewriter series is also available on Amazon and at Bookbound and Common Language.
