The last 10% is everything

March 8, 2026

When I was asked to appear on an “AI Summit”—with the billing of “the adult in the room”—I was nervous.

Not imposter syndrome nervous.

But wondering what I could say about AI that would move the room (Zoom screen) given that I am an inquisitive student of AI rather than a power user.

Be that as it may, I was asked to present–so I did–and based on the feedback I received, much of it landed…so I am comfortable sharing it with you today.

And when I say I am not a “power user” of AI, that doesn’t mean I have blinders on–far from it–which I established at the outset.

Short version: I’ve become the best conduit for AI I know of…more on that in a minute.

The speaker who came before me—a well-known “AI expert” –set me up beautifully by talking about his sales methodology which has been in existence for decades.

And while he eventually brought the discussion back to AI, he also focused most of his comments on what hasn’t changed in marketing and sales with the explosion of AI—while remaining an AI practitioner and believer.

Then it was my turn.

I began talking about Gene Schwartz’s Breakthrough Advertising, a book written in 1966…not one word of the original manuscript has been changed…and it is still 100% relevant.

Relevant to marketers, copywriters and entrepreneurs of all shapes and sizes.

Because, as I wrote in the afterword to the Titans Marketing edition:

Human behavior hasn’t changed since 1966.

Actually, I could plug in any year before 1966 (1066?) and say the same thing.

And while many think this classic book is only about creative, copywriting and direct response marketing, it is more importantly about human behavior…how we can predict it and how we need to be immersed in what it takes to understand why people do the things they do at the deepest level.

Gene said over and over, publicly and in private:

“The greatest mistake marketers make is trying to create demand.”

I’m well aware that it’s 2026 and not 1966…or 1976…or even 2016 (10 years ago is equivalent to a century ago it seems).

Is all of this still true?

AI stalwarts and gurus might say “hogwash.”

But attempting to be the adult in the room, focused on core fundamentals and principles that AI is enhancing and perfecting every day, I deferred to those AI stalwarts and gurus… agreeing with them…but only 90% of the way…at least right now.

And I added:

“The final 10% is everything”

(Attribution for the quote above goes to my friend, Claire Zamit, Founder of The Institute for Woman-Centered Coaching, when she coached me–a man–on what I bring to the AI world. Who knew it would become a subject line for a blog post?)

It’s not only a subject line. I’m using this as my battle cry.

I know I may go down in a bloody heap by believing this…but I am committed to not giving in 100% to “The Bots” …and work on being “The Best” (nod to Kevin Rogers, copywriting coach extraordinaire, for that distinction).

Some might say I am simply justifying my existence (“Brian has to say that since he is a dinosaur, albeit not extinct yet”)—and those folks may be correct—but if I’m going to get bloody, I am not going down without a fight.

I open Chapter 7 of my book, Overdeliver, with a quote from a “Mad Man,” Bill Bernbach, an advertising legend, responsible for a creative revolution in the 1960’s and 1970’s:

“Never adapt your technique to the idea; adapt your idea to the technique.”

And that’s even if the technique is AI…and it’s 90%.

Your idea, along with your instinct, your ingenuity and your intellectual curiosity, is everything.

Even when it’s 10% 🙂

My “ideas” during the AI Summit included my “Big 3” that every marketer, copywriter…and for that matter, any business owner…should at least be aware of:

The 41/39/20 Rule (NOT the 40/40/20 Rule)
LTV (Lifetime Value of a Customer)
RFM (Recency, Frequency, Monetary) …along with Perry Marshall’s RFT (Recency, Frequency, Time)

Old news for all of you. You can look them up on my blog page at briankurtz.net/blog if you are unaware.

But surprisingly, most folks on the Summit screen were unaware of one or more of these basic truths of direct response marketing (which was a little shocking).

Could it be that most of them are “all AI, all the time,” and that they had no need for eternal truths?

I did my part…my work could have been done right there…but I wasn’t finished.

I quoted one of the white hats of AI, Peter Cobabe (who will soon be speaking to my Titans Xcelerator Mastermind…read the P.S.), who puts AI into three categories with my commentary in parenthesis:

Savior (maybe)
Threat (definitely)
Tool (possibly the most significant ever)

But by tool, I never want to label it a crutch.

Long time, legendary copywriter David Deutsch started using Jasper AI for writing drafts of his copy shortly after its release in 2021.

I held him up as an example of an O.G. who was an early adopter, one who used AI to get him “70% there” …and he is still on the cutting edge…even if Claude or ChatGPT can get him 90% there today.

And it’s become a mandatory shortcut rather than an optional one…especially for copywriting research…because it can do that part more efficiently and expertly.

With some proofreading for accuracy of course. 🙂

In the words of world renown author, Steven Pressfield:

“Put your ass where your heart wants to be.”

There was the regular discussion at the AI Summit of the best AI apps…everyone has their favorite…with Claude getting the most votes…today.

I just saw a page that my marketing partner put together for an upsell, 90% written by Claude (yes, I put my ass where my heart wanted to be)…and 100% designed by Claude, down to the sidebars and colors. And it was magnificent.

Talk about an efficient and expert “employee.”

Claude: You’re hired!

We also discussed getting Bots to “write in the style of X” with “X” being folks like Gene Schwartz, Gary Halbert et al. …. but the writers who want to be the Best (and not just a Bot) know that it’s still garbage in/garbage out.

The Bots are getting more sophisticated by the minute.

But you still need to do the work up front.

For example, someone in my Titans Xcelerator Mastermind created an ultimate, (what we called a) Gene Schwartz “Non-Bot Bot” by loading up everything I had on him (which is almost everything there is), resulting in building the friendliest Frankenstein monster, which led to new control letters and promotions with huge lifts in response by adapting it to existing copy.

That’s not lazy. It’s a maximizer.

And the results speak for themselves.

I summed up my “adult” comments—albeit simplistic to many I’m sure—by sharing how I use/don’t use AI and the role it plays in my life.

I use AI for:

Creating interview questions from elaborate prompts—for the experts to come to speak to my Titans Xcelerators—which I attack as a naïve student with some hard-won marketing scars over 45 years when I apply some critical intelligence…after AI spits out the bulk of the interview.
Drafts of Blog Posts…NOT the ones on Sunday. However, the Wednesday versions which are more research and summaries of calls…are admittedly, not 100% “me”…with just the facts. With a 10% heart-shaped cherry on top.
Flattery. Repeating Mark Ford’s quote, “Flattery doesn’t work on everyone, but it works on me,” getting Claude or ChatGPT or Genspark to tell me how wonderful I am is always a shot in the arm…until it’s not. See below.

What I DON’T use AI for:

Storytelling. I could, but I won’t. Or maybe I am just resistant and stubborn thinking it’s AI’s story, not mine. My stories…my choice.
Humor. During the AI Summit someone said, “AI is not funny and doesn’t have a sense of humor.” Then I shared that with my Titans Xcelerators and I received multiple emails of AI humor. I would say the examples were titillating but not of the belly laugh variety. My standards are high. But I accept that AI will get funnier. 🙂
Flattery. It’s not that I don’t believe it when it tells me how smart I am. But sycophants are easy to find…and ultimately, I don’t need flattery from a Bot…except when I’m having a particularly bad day which fortunately happens rarely.

My bottom line: I can’t give up on the human touch.

And by declaring as a new mantra, “The last 10% is everything,” I not only continue to justify my existence, but I can also draw a red line…whether reasonable or not.

This additional mantra is also relevant here, and it’s one I’ve lived by throughout my career:

“Everything in business (and in life) is not a revenue event; but everything is a relationship event.”

No reason to stop believing that now despite the biggest disruptor imaginable being upon us.

Will I continue to embrace AI for good (and not evil)?

Absolutely.

And since I don’t NEED to be an AI expert…but I need to be there for my community and clients…I have taken on being a trusted conduit…

…and a sturdy bridge…

…that connects everything state-of-the-art to the core fundamentals…and to always have my bullsh*t detector set to high frequency…to accurately ignore the charlatans…and embrace (and learn from) the pros.

When someone said on the Titans Xcelerator screen this past week, “This was the least gloom and doom discussion about AI I’ve heard in a long time,” I was heartened.

However, I also warned them not to get too cozy with 100% optimism.

90% is my limit for now. 🙂

Warmly,

Brian

P.S. Whether you like my approach to AI or not, it’s worth talking about…challenging it…and coming up with alternative ways of thinking.

And that’s true with every discussion, hot seat, “Titan Spotlight” (i.e. presentations from members) or guest speaker inside Titans Xcelerator.

Whether it’s about AI…the overlap between personal development and marketing…pricing…differentiation…media trends…writing books…career pivots…anything.

Never any fluff…all opinions are welcome…and as I said in the post above, I seek out only vetted experts to speak.

But there are over 200 experts who are members too. 🙂

If you don’t have a community to bounce ideas off…or a room where you are never the smartest…or need help with a challenge or opportunity inside your business…Titans Xcelerator is the place for you to be.

The value is phenomenal…as is the price (10% or less of the cost of most masterminds) …and it’s priced that way because I am serving more than selling.

After 45 years in direct response marketing, I am no longer chasing every dollar.

But I am chasing every student of the craft.

And chasing every accomplished authority who has “done it” to present to the Titans—no amateurs allowed.

With the objective of seeking the truth…leading to profitable results for all members.

All under an umbrella of a family atmosphere—where everyone is helping everyone—and everyone is a giver.

You will not find a group like this anywhere else, at any price.

Check out Titans Xcelerator here.