For Marketers: “Not even AI of 2028 can write your story for you”

A date with your 2028 Future Self

Imagine a professional date with your Future Self – Your 2028 version.

How would the Future You perceive the 2025 You?

“So, you’ve got an MBA. Coaching certificate? Outstanding CV.

A Podcast? Million followers?

So, you’ve been promoted to a Manager?

Data Analytics Ninja. An Alpha? A Zigma?

Okay, so you do CrossFit? Play paddle? Use AI?

You’ve got a rocket ship … and you bought Twitter?”

Would your Future Self be impressed? Or more like…

“Don’t get me wrong, I think you’re alright…
But that won’t keep you fit for 2028 in sight”

What’s the advice then? And what are the insights?

Whats the next big thing? Quantum Computing Marketing?

So, you’re a Rocket Scientist?

Future Self: You have a lot of ambition. I like that about you.

But C’mon – this Artificially Inflated Balloon will be popping just as previous hypes did.

Of course, AI is changing marketing. But quantum computing in marketing?

You know, what bothers me about exaggerations?

That they undermine the truly impressive progress you can already achieve with AI methods.

A hammer won’t build a house, but it’s a heck of a lot easier to build a house with one than without.

I’m telling you, the potential is real, but don’t believe the technology gurus who speak of machine learning as a catch-all solution. AI is not a magical oracle that will solve all your problems. Those visionaries don’t know the clients nor understand the complexities.

Go beyond buzz, hype and …-washing

Watch out for AI-washing

and do the same with greenwashing and saving the whole world.

Future me Tip: Don’t be a know-it-all.

Even the grandest vision is achieved in increments

You can become a Rocket thinker though

As AI tools get better at making predictions, the value of your good judgment will increase. The future isn’t about replacing your decision-making — it’s about making better decisions by combining AI’s prediction power with your wisdom.

AI is not a cognitive infrastructure. Stimulate your Thinking skills – practice switching from doing to thinking.

Learn to ask not just “What can this AI do?” but “What kind of predictions am I really asking it to make?” And more importantly: “Do I have the judgment to use these predictions wisely?”

AI excels at divergent thinking. Magic may happen when divergent AI output and your convergent human judgment meet.

SKILL: depth of reflection

TIP: Ask “Why?” five times before taking action.

Sharpen your filters

You live in a world that thrives on confusion.

You don’t scroll through truth. You scroll through content, that is ranked, framed, and filtered by forces you rarely see.

Fiction dressed up as fact, algorithms shaped beliefs, spreading disinformation.

Sharpen your filters!

Because not everything you read is wrong. But not everything that feels right is true.

Good is the enemy of Great

Also, train your courage to eliminate what’s successful: go ahead! Remove a feature with 30% usage if it contradicts the long-term strategy.

And train your ability to “do nothing”:  don’t jump on every trend and hype (slides: NFT,  hype) if it doesn’t fit the strategy. Learn from your friend Toomas, you know that lawyer.

The one who says he usually knows if he’s going to win, and he is usually right. This inner compass ensures that he says ‘yes’ to the right things.

What are you still saying yes to that your desired future self

would wish you would say no to?

Sunk cost bias TRAP —

just because you previously invested in something,

you feel compelled to continue so as not to lose that initial investment, whether time or money.

So you think you’re Brad Pitt?

By all means use photos, videos, and the written word to explain your value in Linkedin.

But make it genuine, don’t get naked, blag it or makeup stories.

Go beyond superficial traits. Or at least double down on them. Two hats is better than one.

Two hats and Hybrid intelligence

You don’t have to choose just one. It’s the business schools who are guilty of this dichotomy and making you choose between marketing and finances.

People are the economy, and the economy matters. Koppel and Nestor are doing a great job to help you understand what is happening on a macro level and why.

Just knowing the numbers isn’t enough – know what to do with them.

Understand how a business generates revenue and maintains profitability

and you get a solid ground for pursuing new markets, developing new products, or reallocating resources. It’s all about speed to insight. If you can do those first-pass financials while everyone else is still debating, you will earn more than a seat at the table.

If economics is really not your gig, try some other hybrid coctails.

Combine the logic of a data sciencetist with the empathy of an anthropologist.

Okay, so you got a car

You got an MBA. Coaching certificate? Impressive cv.

So, you’ve got a podcast?

So you’re an alpha? Zigma?

Okay, so you do CrossFit?

So you have a million followers?

Okay, so you’re a crypto bro

Oh, so you’ve got a rocket ship…and you bought Twitter

Don’t get me wrong, your TikToks ignite
But that won’t keep me warm in the middle of the night
That don’t impress me much

Knowledge not degree

You know what?

When Shania Twain released her song That Don’t Impress Me Much in 1997, she wanted us to dance, to sing, and to think.

..That these qualities are not inherently bad, but for her – not even enough for a one night stand.

And you don’t wanna be one of those anonymous internet marketers, do you?

You want to form a meaningful connection with a deeper understanding and emotional bond.

Future self Tip: Go beyond external achievements

Be real. Be deep.

If you think you don’t need to put actual work in, leave now.

Do you think you’re Elvis or something?

Elon or something?

That’s the spirit! Keep it up.

Real progress flourishes in areas that others overlook.

Remember the 20th century? We used to have music that challenged and pushed people in various directions – punks over here, metalheads over there – you’re still stuck in this 2025 –  the near universal hailing of Taylor Swift. Megachurches, megaconcerts, megaevents hailing megastars. Just like you have those mega – platforms in marketing.

But I did not mean to put country in a bad light.

Country music gets a bad rap, but no other genre comes close to its storytelling. And remember – country singers write their own songs.

Not even AI of 2028 can write your story for you.

And not even a random person in LinkedIn or even on a conference stage can say what exactly is THE competitive advantage for you.

Write your story.

Be in charge of our own personal ‘sales pitch’

And reverse-engineer from a desired outcome.

Be your future.