PPPProof of Life (Four Ps #255)
Discovering and Validating Truth Amidst the Chaos
Hi, it’s Matt. Yes, it’s really me!
And the fact that you’re reading this post is Proof of life. My life. My existence. Proof that I, a human being, not an A.I., am sitting at my computer, creating this for you to read. With HI (human intelligence). With care. With love. ❤️
Ok maybe not love… but definitely more complex emotions than an AI could ever muster. 🤖💭
But I don’t blame you for questioning whether an AI wrote this. Or anything else, at this point. AI slop is everywhere, all at once now. AI text. AI images. AI video. AI music. AI boyfriends. 🤯 We’ve reached peak saturation, with no controls in sight.
Epidemic Sound surveyed 1,500 content creators in 2024 —YouTubers, podcasters, influencers. 84% said they use AI-powered tools.
There’s so much content being created that there isn’t enough time to consume it—let alone engage with it.
📉 89% of YouTube videos have 0 likes and 74% of YouTube videos have 0 comments (Source: UMass Amherst).
It’s everywhere—on social media, in movies, in our inboxes, even on Reddit. The platform is apparently drowning in AI-generated posts that are often inaccurate, misleading, or just plain bad. Or all three. 🗑️
So here is my AI pledge to you, dear reader:
⚡ Anything and everything created with AI in my content will be clearly identified as such, starting now…
THE PERSONAL: PPPProof #1
As The Four Ps turned seven years old this month, I found myself reflecting on its origin. Few will remember that this all started as a raw, mostly unscripted video series that came out weekly.
Just over a year into that early exploration of mobile-vertical video, I missed long-form writing so much that I decided to turn this into a 4-in-1 blog and newsletter. And for the past five years, the format hasn't changed.
But with AI content flooding the internet and attention spans evaporating, I started recording and posting 3-4 videos per week across my social channels. Plus two regular podcasts (this one and this one).
I know—it’s a lot. For me and for you.
But there are few things in life I enjoy more than creating. Taking an idea and turning it into something tangible. I could do it all day, every day. And yet, the competition for attention is daunting. Even with AI creators and tools, it's abundantly clear that we don’t need more—we need better.
And even in an age of instant news, social media, and short-term memory, good content doesn't have to be created in real-time. It doesn’t even have to be “right-time.”
Not to mention, verifying the original source of content—its veracity and authenticity—is only getting harder.
Which is why I’m rethinking my personal content strategy. Again. More flexible with formats, but the same human-inspired intelligence. Even with The Four Ps... sometimes short, sometimes long, sometimes video, sometimes audio.
So in this edition—and in the future—you’re going to get a little bit of everything. All of it proof of life. Created, edited, and posted by me. Not some...
THE PROFESSIONAL: Proof #2
🤖❌ Whether you call them AI Agents, autonomous entities, chatbots, or whatever, our daily interactions with semi-sentient digital beings are skyrocketing. And trust me, they’re not just another techy buzzword that sounds cool in meetings. Chatbots Are Already Everywhere 🤖❌
They’re here to simplify our lives, support our work, and (let’s be honest) save our teams a ton of time and effort.
But before we get too deep, let’s focus on one very specific subset of these digital assistants: Chatbots.
Chatbots aren’t new, but with expanding LLMs and AI brains, they’re getting smarter. And more importantly, they get results.
Imagine a world where you don’t have to answer the same question 47 times a day or worry about missing leads because someone DMed you at midnight. Chatbots are the digital middleman handling it all—lead gen, FAQs, customer support, even guiding users to the exact product or resource they’re looking for.
But here’s the kicker (yes, I know I swore off clichés, but stay with me): it’s not just about efficiency—it’s about connection.
As a customer service tool, chatbots help brands meet customers where they are (spoiler: online), in the exact moments they need help most. They create a frictionless, always-on experience that feels personal, engaging, and totally on-brand.
No matter your business—B2C or B2B—here’s how to think about incorporating them into your workflow:
1. Start with the Big Picture 🎯
What do you actually want your chatbot to do?✅ Generate leads?✅ Speed up customer service?✅ Provide personalized recommendations? Clearly define your goals first. A chatbot without a purpose is just… text.
2. Give Your Bot Some Personality 🎭
This is where things get fun. Your bot isn’t just a robot—it’s the voice of your brand. Is your tone playful? Warm? Direct? Build your bot’s personality to match. And give it a name that’ll stick. No one wants to talk to “Bot123.”
3. Map the Consumer Journey 🗺️
Every customer (B2B) and consumer (B2C) has a path. Your chatbot should guide them smoothly along it. Ask yourself:💡 What questions will they ask?💡 Where do they need help?💡 How can we keep them moving toward their goal?
4. Test Like a Maniac 🧪
Glitchy chatbots? Hard pass. Test everything—every button, every flow, every response. If it’s not clear and easy to use, your customers won’t stick around to figure it out.
5. Launch, Watch, Improve 🔄
Once your chatbot is live, it’s all about learning and optimizing. 📊 Track performance🎧 Listen to feedback⚡ Tweak and refine over time.
Because AI-powered chatbots aren’t just cool tech. They’re a tool to make experiences smoother, faster, and actually more human.
They help you scale efforts while keeping things personal, which is the ultimate marketing win.
And in an era drowning in AI-generated noise, using AI to enhance real human connections? And that is proof of life. 👊
THE PRACTICAL: PPPProof #3
One thing AI still hasn’t figured out? Context. (Though, to be fair, a lot of people I know haven’t figured that out either.)
Being an expert in something doesn’t matter if your skills or knowledge don’t resonate with your audience.
Ever felt like a genius in the wrong room? Like you’re speaking a language only you understand? I’ve learned it’s not you. It’s the room.
The biggest lie we’ve been sold? That success requires us to change who we are.
📢 “Speak up.” 📂 “Be more organized.” 🏆 “Act like a leader.” 💡 “Introvert? Speak up more!” 🎭 “Fake it till you make it.”
Nope. The best advice? Find the place where your weirdness is currency.
1: Get in the Right Room 🚪
Joshua Bell is one of the world’s greatest violinists. He plays sold-out shows where people pay $45K per performance.
But when he plays incognito in a subway station? He makes about $40. The talent isn’t the problem. The environment is.
So how do you know if you’re in the right place? Look for these signs:
✅ Your work is recognized and respected.✅ People seek your advice, feedback, and expertise.✅ Opportunities come your way—without you having to lower your value.
And if you’re constantly being ignored, undervalued, or underpaid? 🚪 Time to find a new room.
2: Stand Out or Get Drowned Out 🚀
We live in the age of distraction. Our audience has a nine-second attention span (and if you’re still reading this, congrats 🎉).
That means your hook better be 🔥. The pitch needs to hit immediately. Your differentiation must be crystal clear.
Instead of fighting for space in an oversaturated market, own your lane.
Don’t try to be the next Hemingway or Virgil Abloh. Be the first you.
Don’t fight for scraps. Define your niche and become irreplaceable.
If people see you as a commodity, they’ll shop for the cheapest option. But if they see you as one-of-a-kind, they’ll pay a premium.
3: Tap Into Your Fascination Advantage 💡
Years ago, my dad’s cousin talked to me about the "flow" state—that feeling when work feels effortless, ideas come naturally, and you perform at your highest level.
That’s the goal. Leaning into your natural strengths.
According to author Sally Hogshead, there are seven “fascination advantages”—traits that define how you operate and influence others:
🔹 Power: Confidence, persuasion, leadership.
🔹 Passion: Energy, charisma, connection.
🔹 Mystique: Strategy, observation, deep thinking.
🔹 Prestige: Excellence, ambition, high standards.
🔹 Alert: Precision, details, reliability.
🔹 Innovation: Creativity, fresh ideas, disruption.
🔹 Trust: Consistency, dependability, stability.
You don’t need to change.You don’t need to fit in.
You just need to own what makes you rare—and find the place that gets it.
So stop trying to blend in. Start owning what makes you exceptional. And make the world see you—exactly as you are -- and give everyone else Proof of Life. 💥
THE POLITICAL: PPPProof #4
"Должен ли я написать следующий раздел на русском?"
(Should I write this next section in Russian?)
Now that we’re living under the influence of Russia, maybe it’s just better to accept our fate?
The term “proof of life” comes from hostage situations—when police or negotiators demand evidence that captives are still alive.
In the wake of the horrific situation in Gaza over the past 18 months, this term has carried a much deeper weight.
Israeli families of remaining hostages (click to read their names) wait and pray for even the smallest sign of life, while Hamas’ deception and brutality make the truth nearly impossible to grasp. The tragic murder of the Bibas babies has only reinforced the urgency of this phrase. What is taking so long?
Meanwhile here in the U.S., we’re not literal hostages. But in a metaphorical sense? It’s getting harder to argue otherwise.
The Trump-Elon regime and American oligarchy has taken power, slashing jobs, dismantling civil protections, killing DEI, and wreaking havoc—all while a silent majority watches, trapped. In many ways, nearly 80% of Americans are innocent bystanders in a rapidly unfolding hostage crisis.
Only 22% of the U.S. population actually voted for Trump. (And that’s not counting kids, who—if raised by Trump voters—are hostages of another kind.)
And now? He’s turned his back on Ukraine, abandoning a nation fighting for its survival while cozying up to Russia in ways that defy logic—unless, of course, the only reasonable conclusion is true:
He and his closest allies are Russian assets, operating as American politicians.
Meanwhile, what’s left of the resistance is deflated, in shock, mostly silent. Forced into submission.
So I ask: Where is the proof of life for American democracy?
Is there still a pulse?
THE PODCAST: Proof #5
The return of Season 3 of the Snarketing Podcast has brought out some impactful conversations with incredible industry leaders. Forget proof life... this conversation with iHeartMedia CMO Gayle Troberman is proof of brilliance:
Thanks for making it this far, though I can't prove you actually did...
PPPPopular PPPPosts:
LinkedIn study finds B2B marketers are overwhelmed with AI - SEJ
TikTok Shop sales grew 153% in January - Bloomberg
Digital advertisers are spending big, but AI looms - CNBC
Tariffs are putting a squeeze on influencers - BusinessInsider 💰
YouTube is now the most popular podcast platform - SocialMediaToday
For PPPParents:
GenZ more pro-marriage than millennials, have less casual sex - Times.Co.uk
GenZ no longer uses capital letters - theguardian
Gen Z teens stopped trusting experts in favor of TikTok influencers - Fortune
Fake IDs will always be one step ahead of the detection tech - NYTimes
Introducing Hiveclass, a virtual fitness platform for kids - TechCrunch
For Prophets:
Here's how AI Content Detectors work - HRefs
BlueSky ecosystem grows as the new social platform of choice - TechCrunch
Kai Cenat launching ‘streaming university’ for aspiring creators - FastCo
Will ChatGPT make us all think alike? - Shelly Palmer
Firefly Video is the first “commercially safe” VLMs - Adobe
For Profits:
BuzzFeed is planning to launch a new social media app called BF Island - Axios
Meta lays off thousands of workers with pivot to AI - MorningBrew
Instagram is testing a “dislike” button on comments - TechCrunch.
AppLovin is fully diving into becoming an ads platform - AdExchanger
Celebrity lookalikje contests all look the same - MarketingBrew