PPPPrep is Worse than the Procedure (Four Ps #234)
Going Beyond the Scope with Self-Discovery, Generational Shifts, Political Unity & A.I.
The data shows that all great content starts with a colonoscopy story.
And after my first-ever routine colonoscopy last week, I learned something interesting (well, I learned a lot of things but will spare you the details).
When you're waking up from anesthesia, you start talking and having conversations with the nurse or doctors before you're fully conscious. As you return to your senses, you find yourself in the middle of a conversation you have no recollection of starting.
They say it's one of the only times you're completely unfiltered.
As my propofol nap wore off, I found myself deeply entrenched in a full blow-by-blow, in-depth recap of both my annual men's and women's basketball pools, the excitement for the respective Final Four games, and a strengths-and-weaknesses comparison of 2024 Caitlin Clark with 2004 Diana Taurasi.
THE PERSONAL: Broadening the Scope
There may be no greater indicator of human aging than people talking about their colonoscopies.
But setting aside the obvious rant on the importance of preventative screenings, it also was one of those moments in my life that triggered a wave of different emotions.
As I was waiting to get wheeled into the procedure suite, I found myself re-reading a blog post from the great Shelly Palmer from nearly a decade ago titled "What will you do with the rest of your life?"
What a time to be pondering that question, I know. It hits differently.
We get asked that question in many different ways by many different people throughout our lives: teachers, parents, counselors, recruiters, career coaches, etc. And I feel like I've never NOT been asking this question of myself.
But I've never really had a great answer, and I still don't know what I want to be when I grow up. They say 46 is the new 21, but for those of us hovering around middle age while still pondering our "dream job," it can feel more like the new 12.
Depending on how quickly certain technological advancements progress, my life is more or less half over, and a decent number of my remaining years will be in decline.
While our peers settle into established careers, wandering adults like myself remain engulfed in existential crises that would make even a moody tween jealous.
So what do I want to be when I "grow up"? Well, if the grown-up gig requires having my entire life's trajectory mapped out by 45, count me out. Despite society's insistence that we lock down a job title and life plan post-college, then chug mindlessly ahead until retirement, I've realized the inherent beauty in remaining childlike and open.
Kids don't fret about five-year plans or quarterly reviews—they simply chase the things that set their souls on fire at that moment. One week it's dinosaurs, the next it's renewable energy.
At the same time, very few of us can live like self-appointed kids-for-life. Responsibilities get in the way. No one makes it to their mid-40s as Peter Pan living a life guided by the freedom of "What if?"
What if I quit my desk job to start a dog-grooming business?
What if I go back to school for Visual Effects?
What if I sell all my belongings to travel for a year?
The possibilities are invigoratingly endless. And seemingly hopeless.
But that doesn't mean we give up, either. So keep asking, "What's next?" my eternally young-at-heart friends. The answer may remain delightfully unresolved for decades to come, and not knowing is half the fun. Instead, trust what you know and prioritize what you love—your family, stability, and for me, it's also creativity, technology, and human connection.
And while I welcome you to fire off a comment that I'm full of it... after that pre-scope prep, I promise you, nothing could be further from the truth.
THE PRACTICAL: Time To Get Paid… Grow Up With a Learned Trade
You know who else doesn't have it easy? Kids these days.
Whether you have young children, fully grown adult children, or were just a child yourself once, you know that today's youth face new
types of challenges that we never experienced.
The rise of "disconnected youth" is real. An increasing number of Gen Z individuals are neither working nor in school, which is starting to pose real risks to their financial future.
Over 1 in 3 young adults aged 18-24 had no income in 2022. This group has grown steadily since the late 1990s, even as the labor market tightened. And it has a ripple effect for these individuals later in life, as well as more pervasively in society.
Lack of income hinders wealth building, retirement savings, and major purchases. There are higher rates of depression among youth, impacting mental health. Additionally, the racial wealth gap exacerbates inequities for Black and Hispanic youth.
So, what do we do about this? First and foremost, we need to continue making access to vocational training a priority. The Wall Street Journal published a story last week about how Gen Z is increasingly drawn towards skilled trade jobs like welding, plumbing, and electrical work.
This "Toolbelt Generation" trend is driven by rising pay and the integration of new technologies that make these trades more appealing.
As disenchantment with the traditional college path grows, enrollment in vocational training programs focused on construction, HVAC, vehicle maintenance, and other skilled trades is surging, while overall college enrollment declines.
(So who cares if high school students are using tools like Gauth to do their homework now, right?)
Talking with my cousin’s son (a high school junior) at a family party over the weekend, he has no interest in going to college, and will be pursuing a career as a welder post-graduation.
The skilled trades are experiencing a revitalization with the younger generation seeking alternatives to the typical white-collar career path.
It's too late for me, kids, but there's a significant amount of money to be made. I know from experience because the bills I receive from plumbers and my electrician for routine work are absurd, and for bigger projects, even more so.
So, as the current crop of 18-24-year-olds gets tired of living with their parents, and the growing need for skilled laborers increases, is this a problem... or an opportunity?
THE POLITICAL: Are We as Divided As We Think?
Hey, did you know that it's an election year?
According to a survey of likely American voters conducted between March 27-29, polling for the head-to-head presidential matchup shows President Biden is favored by only 1% against the disgraced and multi-indicted Donald Trump.
Biden is viewed favorably by 44% of voters and unfavorably by 55%; Trump is viewed favorably by 45% of voters and unfavorably by 54%.
It's clear that the United States is deeply divided.
Or is it?
The Republican Study Committee, representing the majority of the House Republican caucus, has proposed a 2025 budget that includes significant cuts to programs like Medicare, Social Security, Medicaid, and housing assistance.
They also propose tax cuts for the wealthy and large corporations, as well as the elimination of Biden's initiatives to cap insulin costs and annual prescription drug spending.
But even the Republican base is not aligned. Clearly, they're just not paying attention.
Polling indicates that these proposed cuts are universally unpopular.
80% of voters want to keep current levels of funding the same or increase funding for the Affordable Care Act (Obamacare).
86% of voters want to keep current levels of funding the same or increase funding for housing assistance.
88% of voters want to keep current levels of funding the same or increase funding for Medicaid.
93% of voters want to keep current levels of funding the same or increase funding for Medicare.
95% of voters want to keep current levels of funding the same or increase funding for Social Security.
You know what’s a far greater issue that should be uniting us? Wealth inequlity.
The amassed wealth of the top 1% hit a new record high at the end of 2023, at $44.6 trillion. Are you benefiting from that? (Me neither — see, something in common!)
It's time to get active, get loud, and tell your uninformed (or misinformed?) neighbors, family members, ex-friends, and yes, even co-workers, about what could happen if Trump wins. 'Shitshow' doesn't even begin to describe it.
THE PROFESSIONAL: Who Made This, Anyway?
We almost made it through an entire newsletter without talking about A.I. But sorry, there is too much happening, too much being said and written, that if I skip even one week, one edition, you might start to panic. And we can't have that, can we?
So, what are the actual, viable, non-hyped use cases for A.I. tools and technology? Is that much clear, at least? Well, not exactly. As a marketer, I can speak best to the impact on the creative and advertising industry.
Yes, the overwhelming rise and acceleration of GenAI tools are resulting in a massive proliferation of content. These are already being used for text, image, video, even music. Is it better than what humans can create? Not necessarily. But it's definitely faster.
The rise of AI-generated videos flooding platforms like YouTube and TikTok presents a pivotal moment for the advertising and content creation industries. Especially with regulation and antitrust challenges looming.
As these user-generated platforms become overrun with AI "junk" content of questionable quality, it creates an opening to re-evaluate what truly constitutes valuable, premium content worthy of advertising dollars.
For brands, marketers, and ad agencies, the abundance of AI filler raises brand safety concerns and highlights the importance of partnering with genuine, human-generated premium content platforms and creators.
This AI onslaught could drive more ad spend towards trusted streaming services with curated libraries and production standards that deliver brand-suitable environments.
Similarly, human creators have an opportunity to differentiate themselves and command higher fees by providing the premium, polished content that businesses seek for their marketing campaigns amidst a sea of synthetic, AI-generated noise. Quality will be at a premium as the market becomes saturated with AI output.
Interestingly, I saw this disclaimer on Christopher Penn’s newsletter this week.
(I’m happy to post the same type of message, if it makes you happy.)
Rather than viewing AI's entry into content creation as an existential threat, industry players should see this as a chance to double down on crafting experiences that AI cannot replicate at scale - content that truly resonates with human audiences through nuanced storytelling, creative expression, and authentic emotional connections that machines cannot manufacture. (Yet.)