Kein Tech-Unternehmen werden – aber AI konsequent nutzen müssen
Haupterkenntnis: Unternehmer müssen AI nicht als Kernprodukt bauen, sondern wie das Internet als selbstverständliches Werkzeug in jeden Bereich ihres Business integrieren – und das nur, wenn sie selbst „Cloud to Dirt”-Wissen aufbauen.
Creator: Alex Hormozi
Branche: Business
Bereich: Automation
Tags: ai, automation, business-operations, ai-agents, cloud-to-dirt, skalierung, marketing-automation
Kurzbeschreibung
Alex Hormozi erklärt anhand seines $250M+ Unternehmens, wie AI in jeden Department-Bereich integriert werden kann – ohne selbst ein Tech-Unternehmen zu werden.
Langbeschreibung
Hormozi argumentiert, dass der größte Fehler von Unternehmern ist, entweder zu glauben, sie müssten ein AI-Unternehmen werden, oder dass ein Techniker das für sie erledigt. Den echten Vorteil bekommt, wer selbst „Cloud to Dirt”-Wissen besitzt: sowohl strategisches Business-Denken als auch technisches Grundverständnis. Er zeigt konkrete Beispiele aus Marketing, Sales, Customer Support und Legal, wie AI-Agenten heute einsetzbar sind – von automatisierten SDRs über selbstoptimierende Ad-Kampagnen bis hin zu 90%-Ticketauflösung ohne menschliche Intervention. Sein zentraler Punkt: AI macht bestehende Prozesse schneller und günstiger, ersetzt aber nicht schlechte Grundprozesse – und man sollte AI-Nutzung genauso wenig vermarkten wie die eigene CRM-Software.
Stichpunkte
- Du musst kein AI-Unternehmen werden – nutze AI wie du das Internet nutzt: als unsichtbares Werkzeug
- „Cloud to Dirt”-Wissen ist der Wettbewerbsvorteil: Strategie + technisches Grundverständnis in einer Person
- AI macht gute Prozesse schneller – repariert keine schlechten Prozesse
- Einen halb-trainierten AI-Agenten mit einem 10-Jahres-optimierten Menschenprozess zu vergleichen ist methodisch falsch
- Vermarkte deine AI-Nutzung nicht – Kunden wollen Ergebnisse, nicht Tool-Listen
- Human psychology ändert sich nicht: Proof, Vertrauen, Überzeugung bleiben die Währung – auch im AI-Zeitalter
- B2B AI-Avatare ohne Proof funktionieren nicht; B2C ist durch visuelle Signale leichter zu überzeugen
- Starte mit einer einzigen Automation, geh soup-to-nuts durch, erst dann nächste
- 18-Monats-Fenster für disproportionale Gewinne für Early Adopter ist jetzt geöffnet
- Praktische Taktik: YouTube-Tutorial-Transkript in AI einfügen + eigene Anforderung → iterativ mit Screenshots bauen
Zitate
“Your business doesn’t have to become an AI business, but you do need to use AI in your business.”
“Cloud to dirt knowledge – being able to do the high-level strategy all the way down to how do we connect this API to this other API.”
“AI will make the things that you’re doing right now easier and faster. It doesn’t mean that you still don’t have to do them.”
“I don’t advertise that I use the internet. I just use it. We use the tools to get the outcomes. We don’t advertise the tools we use.”
“You are not too busy to do this. You have other things that are less important and you need to start prioritizing this.”
Action Items
- Cloud-to-Dirt-Lücke schließen: Identifiziere, welche technischen Grundlagen dir fehlen (APIs, Automations-Tools) und nutze YouTube + AI-Chat um diese gezielt zu schließen.
- Eine Automation vollständig umsetzen: Wähle einen repetitiven Workflow aus deinem Alltag, dediziere einen halben Tag und automatisiere ihn soup-to-nuts – ohne Abbruch.
- Taktik für YouTube-Tutorials: Transkript eines relevanten How-to-Videos nehmen → in AI-Chat einfügen → „Hilf mir, das zu bauen” → bei Blockaden Screenshot in Chat schicken und iterieren.
- Prozess vor AI-Implementierung prüfen: Bevor du einen Bereich automatisierst, stelle sicher, dass der menschliche Prozess bereits funktioniert – sonst automatisierst du das Problem.
- AI-SDR-Experiment starten: Prüfe, ob dein aktueller Outreach-Prozess dokumentiert genug ist, um einen AI-SDR mit denselben SOPs zu trainieren wie einen neuen menschlichen Mitarbeiter.
- Content-to-Ad Pipeline aufbauen: Prüfe, ob organischer Content automatisch mit CTA versehen und täglich als Ad ausgespielt werden kann (Self-licking Ice Cream Cone).
- Community-Wins als Ad-Asset: Falls du eine Community nutzt, automatisiere den Flow: neuer Win → visuelle Template-Pipeline → Ad-Ausspielung.
Full Transcript
Last year my company did over 700 million in a single year just by having AI start recognizing patterns faster. Now, the same degree on a human savings level, JP Morgan had coin, which was their kind of like their AI engine for I think credit agreements and something like that. But it basically saved like 350,000 lawyer hours, right? Which they were able to just basically do 12,000 credit agreements in seconds rather than having these lawyers review them over and over again. That is another use case. Now, some of these seem like these big global companies, but you’re like, how the hell am I going to do this in my small business? We’ll call it a replace 700 customer service agents with AI and say 40 million bucks in a year. For us, when we did our book lunch, this before people were talking about agents as much, we spun up five agents that handled, I think it was like somewhere in the neighborhood of like 120,000 support tickets. And it was mostly just like, hey, can you tell where I get the free stuff, right? But we were able to resolve 90% of all tickets without any human intervention. You have to find a time, and maybe that weekend, maybe that’s evenings, maybe that’s early mornings, maybe it’s middle of the day, whatever that thing is for you, that time period is for you, where you have to fully dedicate yourself and actually go soup to nuts, click to close, beginning to end on just automating one portion of your day. That is my only ask. Now, people have an incredibly hard time with this for two reasons. One, because everyone’s afraid of AI, which by the way, if you’re watching this and you have workflows, who do you think would be best served to automate the workflow? Someone else or you, you should automate your workflow, because then that will give you time to figure out what else you can do that’s more valuable. Now, every single time you think about your workflow, whenever you want to put what I’ll just call magic or mysticism in, it’s where you say, well, I just kind of know where I’ve got feeling or intuition or instinct or whatever you want to call it, I just want you to think pattern recognition, because that takes all of this magic away from it, because you are an organism that has been exposed to different stimuli and then you had reinforcements cycles that occurred where you realized that this, like when we say, oh, I think that looks cool, it’s because we’ve seen things that look similar to that, we generalize this pattern and then describe it as cool, all right? That’s how it works. And so if you can just erase your romanticism around whatever niche specialized knowledge you believed in, believe me, I’m somebody who, who thinks for a living, I would be the most threatened by AI, right? You still have to approach it with an observable lens, which is what are the actual behaviors that I do in order to get this outcome? And so even something as simple as like, okay, I have to think of a cool idea for this YouTube video, right? We have different ways, I’m sure you have some ways, where you’re like, okay, well, I think about what I did that week. Okay, so could a could a bot look at your calendar? Okay, step one, step two, can you record all of the calls that you take and have those transcribed? Okay, that’s now more interesting because now I have a bot that not only sees the calendar, you also know what all the conversations were. Okay, can I then ask that bot to say, hey, any interesting situation or decision that came up over the last week, I want you to put the top five most interesting ones into a document for me and then run it and then great. Now you’ve got the five most interesting moments. What does it also create? True stories and narratives, which is duepic shit, talk about the epic shit you did, right? So you don’t have to make stuff up. The big the big difficulty that people will have in the in the world of AI content creation is proof. That’s the issue. That’s the problem. It’s like, there will be endless amount now on the on the on the consumer side. They won’t be as sensitive on the B2B side apps. It still matters. Like, imagine tomorrow there’s a B2B AI avatar, right? For sure. Why do I think that that won’t work that well? Because the same reason it doesn’t work for other people who don’t have any proof. The first thing that’s like, again, human psychology is not going to change. People are still going to wonder, why should I listen to you? Why should I listen to this AI bot? Well, if that AI bot has no proof about why it is good or what it’s achieved or what what what real world alchemist had, it’s just it’s just words. It’s just GPT words, right? And so what would then happen is like it has to be backed by somebody who has done some extraordinary thing. Maybe you see an e-commerce store. Maybe you did maybe you’re an amazing trader. Maybe you’re really good at real estate investing. Maybe whatever your thing is, right? You have to have the proof. And so in a consumer world, it is easier because and this is, I mean, again, psychology has some change. If you have a beautiful AI avatar, talking about skincare, people are going to see the beautiful AI avatar. And then the way the avatar looks gives proof to the thing. Now, we can be clear that obviously it’s just purely pixels and generated, but I think that the the human psychology part, I don’t think that’s going to matter. Right? But on the on the B2B side, I still think it will. And so I use all these examples to say and hopefully drive point a drive home a single point, which is that the internet is here. It’s just, you know, 25, 30 years later in its AI. And your business doesn’t have to become an AI business, but you do need to use AI in your business. You don’t need to advertise that USA. I just like, I don’t advertise that I use the internet. Right? I just use it just like you do. And so we use the tools to get the outcomes. We don’t advertise the tools we use. I don’t talk about my CRM. I don’t talk about, you know, what call service we have or, you know, what specific training I’m doing for a specific grant, probably not. I don’t talk about that because no one cares. They just care about the outcome. And whether I’m good at it is whether they buy again. And that will come down to your skill. And so my big encouragement is that you are not too busy to do this. You have other things that are less important and you need to start prioritizing this. So the AI equivalent of the web page in the internet era is is is a different type of response because the internet was all about connection. And so the website became a calling cart, right? It was a means for people to contact. So it was really, it was, it was in some ways, single faceted. From an AI perspective, anything a human touch is an AI can can interact with at a basic level. And so if we think about the departments, right, there’s going to be AI that’s going to be involved in marketing. But let me give you some examples of many different ones that small business issues. You can have an AI that helps you create the ideas behind your marketing. You can have an AI that helps you script and package the ideas, meaning the headlines, the thumbnails, even the topics themselves, right? It’s a little bit kind of like the ideas. You can have AI run the tests for different thumbnails automatically that it generates and then creates a skill based on what it sees over time of what’s winning. That’s on the organic side. Now again, you can also include trend research there. What are the trending formats? What are the trending hooks? What are the trending visual hooks? Not just verbal hooks. And then take all of that information and then cross-reference it with past content or subject matter that you would show your AI that you associate with, which means AKA brand, right? And so you say, okay, these are trending formats hooks, intros, visuals. And this is what I do. Come up with the Venn diagram, the cross-pollination of those things and give me 10 of those. And of those 10, you’ll pick the one you find interesting. You click that button and now it starts generating the idea, the headline, the scripts, whatever. That is on the content side. On the ad side, this is where it gets very interesting too, is that you can create self-licking ice cream cones, which means that I can make content and I can have the content immediately get overlaid with the CTA, which immediately gets put directly into an ad campaign that launches every single day with yesterday’s content. You can create endless amount of static images off of different data sets. So for example, if you run a community on school, you can have, hey, I have one tab where people list their wins. Great. Any new win that gets added to that immediately gets transferred over and then runs through six visual templates that we know are high converting. And then we will run those as ads towards Vantage, which is our million dollar plus community that we have there, right? All of that, automated. Pretty slick, right? And so all of these things, like, and that’s, again, all of those examples are just marketing, right? Sales, you can apply all the way across the bat too, which is like, how can I enrich the leads? How can I respond to them quickly in terms of, can I send an automated voice note? Can I send an image or text that’s obviously personalized their business, which we can dynamically pool? Yes, of course you can. Can you do that via DM on Instagram? Yes, you can, right? All of that’s just on the nurture side, right? On the scheduling, can we do more dynamic staging because we have one AI who hints off to another AI? Yeah, is availability less of an issue? Sure. That means speed to content goes through the roof. Yes. Now, the thing is we’ve got 18 months. We have about 18 months where there’s just a huge amount of wealth that can be created by people who have nothing. It’s a very big opportunity. And so no matter where you’re at right now, if you had an army of these agents working on autonomous tasks for you, you could get a lot more done than you currently are. And I think you should do that. But I mean, it works across the board. My legal team, you know, like I can have one general counsel that instead of having 100 pair of legals run all the different stuff that we have for deals and lawsuits and whatever else that we have going on, she can just run it all through different agents that have different tasks, right? First response, seconds response, cease and desist, all that stuff that we have to do every day.