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April 2025

Buffett's "moat" strategy applied to AI-era marketing
Warren Buffett famously looks for businesses with wide economic moats - competitive advantages that protect from rivals.
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Brooks Lockett
AI-generated "UGC" is already dead (before it even started)
The latest bullshit marketing hack just dropped: AI-generated "user-generated content."
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Brooks Lockett
1
2015: HubSpot hub & spoke → 2025: Video everywhere
Remember pillar content strategy circa 2015?
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Brooks Lockett
"An ounce of prevention is worth a pound of cure"
Benjamin Franklin wasn't thinking about AI when he said "an ounce of prevention is worth a pound of cure," but he might as well have been.
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Brooks Lockett
defensibility
Been thinking about this a lot lately.
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Brooks Lockett
Video is the last frontier AI can't easily copy (yet)
A huge part of being good at AI is acknowledging that others will use AI to copy you.
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Brooks Lockett
Perfectionism is a weed you gotta pull
You can get things as good as they can be, but it's a marketing muscle to be able to ship incomplete things and keep iterating on them over weeks…
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Brooks Lockett
You must talk to sales or AI will steal your stuff
Your sales team knows exactly what's getting ripped off.
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Brooks Lockett

March 2025

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