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Mike Montague of Avenue9: Episode Summary — Operator Calibration, Not a Podcast
https://www.linkedin.com/in/mikedmontague/
https://avenue9.com
This conversation is not an interview and not a tools discussion. It’s an operator-to-operator calibration between two people already past AI curiosity and novelty. The central theme is leverage: how AI changes throughput, judgment, and positioning when used by someone who already knows how to think.
The discussion repeatedly rejects surface-level AI usage (prompts, gimmicks, generic content) and instead documents how real operators are compounding advantage.
1. Productivity Is Quantified, Not Hyped
A concrete productivity delta is established and independently validated:
Core knowledge work: ~2–4×
Drafting and synthesis: ~4–6×
Reuse, repurposing, and compounding: ~9–10×
Net effect: ~15–25 reclaimed hours over time, without burnout.
The key insight is that AI does not make people work harder. It removes blank-page friction, offloads working memory, compresses decision cycles, and allows one operator to function like a small team. This framing is CFO-safe and defensible because it ties directly to time, output, and cost structure rather than “creativity” claims.
2. The Tool Metaphor Breaks — Two Better Models Replace It
The conversation converges on two metaphors that explain why most people fail with AI:
• Genius Intern
AI has read everything, understands nothing without context, and produces garbage without leadership. Dangerous or powerful depending entirely on the operator.
• Iron Man / Jarvis (not Terminator)
AI augments the human. The human retains judgment, ethics, and strategy. Full autonomy (“go get me business”) is framed as unrealistic and strategically wrong.
This distinction cleanly separates AI-augmented operators from AI-dependent users. Only the former compound.
3. The Market Is Being Sorted, Not Flattened
An implicit segmentation emerges:
~10% understand AI capability
~1–3% can operationalize it
<0.1% compound it systematically
Everyone else is flooding channels with low-signal output (generic blogs, LinkedIn posts, “AI content”). This noise does not hurt real operators; it exposes them. As signal density drops, long-form, opinionated, evidence-anchored content becomes more valuable, not less.
4. Classification Failure Is the Real Marketing Problem
A brutal MSP example anchors this point:
Customer acquisition cost: ~$25,000
Paid-only dependence
Competitors at 400k–600k monthly organic traffic
Seven-figure spend chasing customers who don’t cover LTV
This is not a marketing failure. It’s a classification failure. These companies are invisible at moments of evaluation because no one owns the narrative layer that trains search and AI systems on who they are and what they mean. One additional qualified customer per month would flip the economics, yet they are structurally incapable of achieving it.
This directly validates the AI Visibility thesis: if you don’t train the system, you don’t exist.
5. AI Rewards Systems Thinkers and Punishes Outsourcing of Thought
AI amplifies existing cognitive posture:
• Operators who think in systems, abstraction, and synthesis get dramatically stronger
• People who outsource thinking get weaker over time
Cognitive offload is a force multiplier only if judgment remains intact. This is not a bug. It is the sorting mechanism.
6. The Actual Future Signal
The implied future is not “AI replaces marketing” or “everything becomes fake.”
Authority becomes scarcer.
Signal becomes more valuable.
Humans who can explain systems clearly dominate discovery.
Local, B2B, and high-trust markets become easier, not harder, because differentiation thresholds collapse when competitors don’t understand narrative ownership.
50 Min.