Everyone is trying to use AI in their business.
And everyone sounds the same online.
Most coaches either just roll with the output given to them by AI, or they spend hours editing it so that it sounds like them.
There’s a really simple fix for this. You just have to train AI to think and sound like you.
How Howard Schultz scaled Starbucks by teaching a system to carry his vision
In 1987, Howard Schultz bought a small Seattle coffee chain with 11 stores.
He wanted to recreate the Italian espresso bar experience in America. Not just the coffee.
The third place, between home and work, is where people slow down.
The problem every growing business faces is this: how do you keep the feeling consistent when you are not in the room?
Schultz did not just hire baristas.
He built a training system so detailed and repeatable that a store in Chicago felt like the one in Seattle.
He wrote down how every drink should be made.
He standardized how staff should greet people walking in.
When he hired someone new, they learned the reason behind the job.
By 2000, Starbucks had over 3,500 locations, and every outlet offered the same experience.
This is the power of a system, and this is what’s possible if you use AI the right way in your business.
You have to train it to know your vision, how you speak, what your ideas are, who your clients are, and the right context.
Without that, your output is going to sound generic and like everyone else.
Why smart coaches stay stuck in the editing loop
Coaches love to induce heart and soul into their messaging.
This is why there’s also some level of resistance to using AI. Because they try it, get a generic output, spend hours editing, and give up, deciding AI is not for them.
They go back to writing everything themselves. A few months later, they try again. Same result.
The loop keeps going because they never fixed the real problem.
The real problem is not the prompt. It is that AI has no idea who they are.
When you hire a great copywriter, you do not just give them a topic and walk away.
- You show them your best emails.
- You talk them through your client.
- You explain how you see the problem differently from everyone else in your space.
- You give them material to work from.
That’s all AI needs. Material to work from.
Feed into it your client calls, your best emails, your voice notes, and the way you explain things.
All of that is the raw material that turns a generic AI output into something that sounds like you wrote it on your best day.
Most coaches have never given AI any of that. So they keep getting output that sounds like everyone else.
The fix is simpler than it sounds. And it takes less time than most people think.
The tool is not the problem
Well, okay, sometimes the tool can be a problem, I agree.
For example, after I moved to Claude, I absolutely cannot use ChatGPT. I find that the output is way better in Claude.
But when it comes to advice that keeps coaches stuck, here’s where the issue lies:
It either tells you to try every new tool the moment it launches, which leaves you with 12 tabs open and nothing actually working.
Or it gives you generic prompting tips that produce output you spend 20 minutes editing anyway.
Neither one gives you your time back.
What actually works is starting from who you are. Not from the technology.
The 3-part system that makes AI sound like you
Here’s how you can make AI work for you the way it was intended to, without sounding like everyone else on the internet:
Part 1: Change how you talk to AI
Don’t just type a question and wait for an answer.
AI works best when you brief it the way you would brief a talented team member.
You give it the context, who you’re talking to, and what good looks like. You tell it what to avoid.
When you start briefing instead of querying, the output improves immediately.
The question to ask before every AI interaction: what would I need to tell a smart new hire before I gave them this task?
Part 2: Build your AI Brain
Your AI Brain is one document under 1,000 words that teaches any AI who you are.
It has your voice. Your clients. Your frameworks. How do you think about the problem you solve? What you would never say and what you always say.
If you have emails or session recordings, you build it from those.
If you don’t, I’ll give you a resource to build it at the end of this newsletter.
Either way, once it exists, it travels with you across every tool and every conversation from that point on.
This is the Starbucks training manual for your AI team. You build it once. It runs forever.
Part 3: Build your first AI skill
Once your AI Brain exists, you build a specialist using AI.
This won’t be a general tool you use for everything. It’s a specific AI that’s trained on the best examples in your field.
- Content that already works.
- The structure behind your best proposals.
- The language from your highest-converting emails.
This specialist produces work at a level beyond what you could produce alone on a normal day, in your voice, every time.
Content that used to take six hours takes 45 minutes. Follow-ups write themselves. Proposals go out the same day instead of sitting in your drafts for a week.
That is a system.
Your Action Steps
If this landed, the next step is to become an AI Founder Challenge.
It just takes 15 minutes a day. By Day 3, you have a working AI system running inside your business in your own voice.
Day 1: You learn the one shift that changes every AI interaction you will ever have. You start briefing AI the way you would brief a talented team member.
Day 2: You build your AI Brain. The document is under 1,000 words that teaches any AI who you are. If you have emails or recordings, we use those. If you do not, Claude interviews you and builds it from scratch.
Day 3: You build your first AI skill. A specialist trained on the best examples in your field that produces work at a level beyond what you could produce alone, in your voice, every time.
It is free. You can start today.
How Did We Do?
If this gave you a perspective you haven’t heard before, share your thoughts in the comments below. I read every comment — your feedback helps me create content that truly moves you forward.
Love. Ajit
