In 2024, I was honored to be named the Exit Planning Institute Member of the Year. Not because I had the loudest marketing or the flashiest tech, but because I’ve stayed grounded in what truly builds a practice’s enterprise value: strong relationships, referrals, and relevance.
But staying relevant in today’s world means something different than it did even 18 months ago.
There’s a quote by marketing expert Mark Schaefer that hit me square between the eyes:
“We’re not talking about a tool that simply accentuates our jobs. This is horse-and-buggy territory — if you’re in the horse-and-buggy business, there’s nothing you can learn about cars that will save your business… this is a fundamentally new day.”
Here’s the stark reality:
If you’re still using AI like it’s Google — typing in random questions, scanning answers, and moving on — you’re not adapting. You’re making buggies. And no amount of polish on a buggy is going to help you compete with someone driving a Ferrari.
The Google Mindset vs. The AI Mindset
Google is a search tool.
You ask a question. You get links. You decide what to read.
AI is a discovery partner.
You start with a question. Then you go deeper. You shape the conversation. You ask follow-ups. You explore insights. You co-create answers tailored to your world, your clients, your needs.
If you’re not thinking in layers — if you’re not asking better questions in better sequence — you’re missing the very engine that’s driving innovation, strategy, and even deeper client connection today.
Old Paradigm = Business Risk
Let’s get specific.
If you’re a financial advisor still operating with a "Google mindset," here’s what you're risking:
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Stale messaging while your competitors create dynamic, AI-enhanced marketing that speaks directly to your client’s pain points.
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Over-reliance on outdated tactics, like generic email newsletters or templated prospecting scripts.
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A shallow pipeline, because your discovery process lacks the depth to connect with high-value prospects in today’s nuanced world.
Enterprise value is built on systems, repeatability, and perceived future growth. If you're using 2015-era strategies in a 2025 world, your business valuation will reflect it.
The Paradox: Relationships Matter More Than Ever
And yet — this is the part that surprises people — referrals and personal relationships matter even more in an AI-dominated landscape.
Why?
Because in a world flooded with content, trust becomes the ultimate filter.
Clients and centers of influence don’t want to search for who to trust — they want to be told. And nothing beats a personal referral for cutting through the noise.
AI won’t replace word-of-mouth. It will elevate those who have built systems to make word-of-mouth scale. This is why I advocate for a giving system of referrals — where your value is so clear, so abundant, and so client-focused that people can’t help but talk about you.
What To Do Now
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Start asking layered questions in AI tools (like ChatGPT). Use them like you'd use a coach — iterative and personalized.
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Map your client journey with AI assistance — where are the trust gaps? Where could you lower perceived risk?
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Use AI to simulate referral scenarios. What would make it easier, safer, and more natural for someone to refer you? My book Can I Borrow Your Car? goes deep on this exact issue.
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Recommit to personal relationships. Use AI to enhance how you show up — custom birthday messages, handwritten-style notes, predictive outreach based on client milestones.
Practical Example
I have been struggling to launch a transformational project for my work with my clients, integrating two distinct growth-driving and exit-planning methodologies with my Can I Borrow Your Car Referral System™. Additionally, I need two separate project management tracks for the business and referral systems within the 90.io framework.
It has been too big a nut for me to crack to be able to delegate it to my team and, because I am too centralized as a business owner when it comes to creating content and systems…nothing has happened. Even if you have an awesome team like I do…your inability as a leader to be able to effectively initiate projects will kill production.
I finally was able to, using both Perplexity.ai and ChatGPT to break through this barrier. First I, in a very long and detailed text prompt, told both AI engines my background, credentials and uploaded a summary of my system. Then, I asked it to begin creating a 12-month project integrating my system with both methodologies.
In 30 seconds I had the concept outlined at a 80% level that was good enough to delegate. Then, I asked AI to outline exactly how to integrate that project with 90.io and then I asked for a step by step plan for my team to do the work on the software platform.
Literally, within 15 minutes I had accomplished something with an AI mindset that I had been struggling to achieve with my ‘google brain’ for about 8 months.
Final Thought
The tools have changed. But the fundamentals haven’t.
We win through trust. We grow through relevance. We scale through systems.
AI is not your replacement. It’s your relay partner.
Let’s stop making buggies. Let’s build value instead.