You Have to Make Your Own Weather

In today’s Dashboard episode, Shawn Busse says you can no longer rely on platforms and tactics to spread the word about your business.

Good Morning!

Here are today’s highlights:

• For undocumented immigrants, the terminations have already begun.

• If you don’t already, you’re going to want to know the difference between an AI co-pilot and an AI agent.

• Gov. Newsom has suspended environmental rules for those preparing to rebuild Los Angeles.

• For businesses in the disaster area, the decision of whether to take on disaster debt can be a tough one.

THE 21 HATS PODCAST: DASHBOARD

You Have to Make Your Own Weather: For business owners, the challenges of digital marketing seem to just get bigger. PIck a platform, any platform: the odds of success have gotten smaller and smaller. Even TikTok, where many small businesses have built followings, may not survive the month. So what’s a business owner to do? This week, Shawn Busse offers an alternative. First of all, Shawn does not believe that learning how to be discovered on AI bots is the answer. “I think that’s a fool’s errand,” he says. Instead of focusing on channels and tactics, he encourages owners to tell their story and build a brand. That’s not a simple task, but Shawn shares an impressive case study of an organization that, in his words, is “making its own weather.”

• You can subscribe to the 21 Hats Podcast wherever you get podcasts.