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How Nike Lost Its Way 19 мин Imagine a class of thirty kids. The teacher says: "everyone bring in something about dinosaurs." Twenty-eight of them bring in a printout of a T-Rex off the internet. But one kid brings in a real fossil his grandad dug up, and the story of the day they found it. Now guess which one the teacher holds up to the whole class. That's it. That's Information Gain. It's Google's actual name for a score: how much new information does this add, compared to everything that's already been handed in. Now swap the teacher for ChatGPT. Or Google's AI answer. Or any of them. They read every page written about your topic, and build one answer out of it. Twenty-eight of those pages say the same thing. It doesn't need twenty-eight. It needs the fossil. So here's the uncomfortable part. Your website can be accurate, well written, perfectly optimized and still just be a T-Rex printout. Being right isn't the bar anymore. Everybody's right. AI made right free. And your fossil is the stuff you've actually lived. Your numbers. Your mistakes. The things you tried that flopped. AI can print a T-Rex forever. It cannot dig up your fossil. So if you want Google to hold up your business to the whole "class", Stop asking AI to write it for you. That's how you end up with a printout. Step two. Let AI interview you instead. Tell it: ask me questions about my experience with this topic. Now you're the fossil, not the printout. Step three. Put in what only you know. The real personal experience only you know. But there's a step zero everybody skips. You can't know what's new until you know what's already been handed in. Tools like Ubersuggest show you what's already ranking for your topic, so you know what the other twenty-eight kids brought before you make yours. Follow to not miss out on more easy explainers that actually grow your business!
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