This week, Andy Crestodina, Orbit Media, said something that nailed it:

“AI = Average Information.”

It doesn’t mean we shouldn’t use AI. In fact, I do—weekly. I use it to sort, to recognize surface patterns, to get unstuck. But none of that is the strategy. The strategy is what happens after.

What AI can’t do is apply the lived-in experience of 24 years building brands in a tourist town with a four-season rhythm and a one-season budget. It can’t tell you which trends to ignore when summer tourists leave and you’re talking to your real people again. It can’t answer:

• Should I still post 3x a week—or is one great video more sustainable?
• Is it time to kill that newsletter segment no one reads?
• Should I lean into paid this season or keep building local reach?

Those answers don’t come from prompts. They come from people who’ve tested, watched, adjusted, and made mistakes. People like us.

So yes—use the tools. But don’t confuse AI output with strategy. The real value is what you decide to do with that information. That’s the work.

This week, I’m inviting you to look at your own marketing tools—AI included—and ask:

Are you building your strategy around information?

Strategy that actually works for your people?

Stay Current:

Saturday and Sunday mornings I spend listing to 3-4 of my favorite marketing guru’s. From the classic strategist Seth Godin, my go-to Michael Stelzner, and then throw in a newbie who nailed the thumbnail title and piqued my interest. This is what it takes to keep a small shop sharp. I've worked with big-name, Billy Badass agencies that took months to adjust to platform changes we saw coming in a week.

That lag time? It’s costly.

Share what you know:

I’ve been working with a client on a completely new and highly successful strategy. We were posting two short videos per week, which put him on the map and established a strong online presence. Now, after three months, it’s time to slow the organic posts and increase the paid ads. It’s time to bring value and reach into the strategy that we know works.

That’s the beauty of social media—it’s fast, yes. But it also rewards clarity over chaos. Be consistent. Be useful. Be of value to your people.

What works:

We have in Tahoe, seasonal demographic changes that need to be addressed every 6-8 weeks. Some of our businesses are only open 6 months of the year or change over completely every 6 months..  

This year, with all the economic uncertainty, inventory and staffing will yet again rise to the top of the worry list. Most of us as employers or employees know the challenges of doing anything else, like dipping out for a pow day or attending a family gathering during high season.

We focus on work, the task at hand, and marketing can get pushed back. The businesses that succeed always have a plan in place.

I recommend focusing on the known.

• Winter will come, and bring people. So give them something to look forward to. They can count on you; your messaging will let them know what you offer.
• People will purchase what they need and can afford. Let them know what you have available. Clarity wins.

Get to the Surface

AI might get you to average.

But strategy—the kind that works in real places with real people? That still starts with you.

Read the full Andy Crestodina article: Thought Leadership.

If there is a topic you’d like to hear more about, by all means comment below or direct message, and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

‍