AI Coaches, Brain Hacks, and the Psychology That Still Runs the World

Watch the YouTube version of this episode HERE

Are you looking for ways to be better with your marketing strategies? In this episode of The Guild Live Show, Tyson discusses how AI, particularly the integration of HealthKit with ChatGPT, is transforming personalized health coaching. The conversation also covers neuroscience-backed learning strategies, the importance of embracing individuality over mediocrity, and agile marketing tactics like fast advertising..

The founder of Mo Martech shares some bitter truths that challenge the current marketing norms. One is that marketing is not all about generating revenue. If you focus on that alone, you are forced to kind of do anything that sticks and chase leads for instant gratification. What you want to do is build affinity and relationships with consumers, which really requires patience. The second truth is that good marketing strategies involve consistent, multiyear narratives based on the psychology of the consumer. You need to understand over time how a consumer reacts or what draws their attention. From this, you can develop and maintain a good marketing strategy.

In order to engage consumers with marketing, you need to be authentic and have something that fits your brand. Authenticity is the guardrail and is the thing that will connect your brand or product with the consumer. They need to feel you are authentic and that your marketing is genuine and real. Not every brand belongs in every conversation and you need to think if your brand has a reason to be in the moment as it relates to your marketing. Take some time to think about that as you develop your marketing strategy.

Listen in to learn more!

• 3:16 Wearables & Real-World Health Coaching 
• 7:00 Three Bitter Truths for Marketers
• 9:14 Marketing Is Not Instant Revenue 
• 17:30 Encouraging Uniqueness in Teams & Family
• 19:13 Seven Ways to Learn Faster 
• 24:54 Fast Advertising: Real-Time Marketing 
• 27:07 Authenticity & Brand Relevance in Fast Advertising 
  
  

Tune in to today’s episode and checkout the full show notes here. 

Creators and Guests

Host

Tyson Mutrux

Tyson is the founder of Mutrux Firm Injury Lawyers and the co-founder of Maximum Lawyer.

What is Maximum Lawyer?

Maximum Lawyer is the podcast for law firm owners who want to scale with intention and build a business that works for their life.

Hosted by Tyson Mutrux, each weekly episode features candid conversations with law firm owners, business experts, and industry leaders sharing real strategies and lessons learned in the trenches.

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Tyson Mutrux 00:00:12 Welcome back to the Guild live show. I've got a really interesting one today. It's been an interesting week and a half or so of AI, and we're not going to do a lot of AI. Today we're going to do some other things. I'm going to take a bit of a break. We're going to have we have one topic on AI where I'm sandwiching a couple things together so I can fit as much as I can into one topic, but other than that, we're the other ones are going to be. we're we're going to some other topics for this week, but, lots going on with Gemini, Gemini and ChatGPT fighting it out for supremacy. And it looks like right now Gemini is winning that battle. Google has is is really they it looks like they were holding something back a little bit. So, we're not really going to get into that today, though. That's that's a, I think another topic for another day.

Tyson Mutrux 00:01:04 But, the first thing I want to get into is this is for some of you, health nuts. And I, I have over the last couple of years, kind of got into this a little bit more when it comes to like gadgets, wearables and all that. so this topic we're going to talk about HealthKit. This is something that is going to be integrated with ChatGPT. I think that's kind of cool. And then some AI ideas that some of them are related. That's why combine the two. there was an article I was reading about, some different ways that you can prompt, and there's so many articles on prompting and all that, but there are a couple things in there I wanted to to, to bring up. But what's really interesting about what's happening with HealthKit and ChatGPT, they're going to have an integration where your health data will be fed into ChatGPT. So you can use the like the LLM ChatGPT. You can use it as a health coach, and I find that really interesting. And I end up talking about this quite a bit, where our health, our mental health, our physical health is all wrapped up with running the firm too.

Tyson Mutrux 00:02:09 It is not. Those are not separate things. Those are all tied in together. And the more you are a well-oiled machine that you're taking care of yourself, the better you are going to be at being a leader, at being able to come up with new ideas. You're going to be able to lead your your firm into the future because you're going to be healthier, all those things. So that's why I want to bring this one up. This is really, really interesting. There's a few features that, they talk about. So references. It's it's going to have five specific health data categories activity sleep diet breathing and hearing. so that's it's going to allow for personalized feedback when it comes to that proactive coaching. This is cool. So with access to your personal health data. ChatGPT is going to be able to offer proactive suggestions, such as adjusting a workout plan based on restless sleep or flagging under fueling after a long run. It's really, really cool. I'll use. I'll give you an example.

Tyson Mutrux 00:03:16 You can do this now, I guess, for yourself taking some of the data. I use a whoop. Thanks to Jeremy Danielson, anyone that is in the guild, you'll join us in our whoop group. We've got a guild, whoop group that, It's kind of fun. We we talk about different things when it comes to health and all that. So we'd love to have you there. It's a nice, little fun group that we have. So, if you do join the guild or if you're a part of the guild, let me know and we'll. And you have a we'll get you we'll get you added to that group. It's it's a fun little group. But again, I'll give you a real world example about that. I was on Tuesday nights. I usually do jiu jitsu and my recovery was in the red And I think it was dehydration because I, I hadn't worked out on Monday because I had I had done that was my recovery day. I'd worked out on Saturday, I'd worked on Sunday, I'd worked out on Friday, and I was using Monday as a recovery day.

Tyson Mutrux 00:04:08 But I was still in the red on Tuesday, and I think it was because because it wasn't sleep. And I think it had to do with dehydration. So I took yesterday off. Right. I think what's going to happen when it comes to the proactive coaching with ChatGPT is if you sometimes surprise, I'm not going to observe that and think I should not work out, I'm just going to do it anyways. Usually with me I'm going to say, well, let's just push through it. You know, it's been a rough day, but still, let's just do it. Probably with the proactive coaching is going to say, hey, listen, you're in the red. Today is probably not a day you should be working out. Let's let's take it easy. Let's get some rest. And tomorrow let's hit it hard. Okay. That's that's probably what that proactive coaching is going to be like. And I think that's, that's pretty cool having that like on demand man, coach. Oh, that's pretty cool.

Tyson Mutrux 00:04:55 Like. Like, think about what you what? You pay for human coaching right now. Not cheap. Not cheap at all. And that's that's one of those things that can be pretty cool. So, I want to make sure I brought that up. And then when it comes to some of these, prompts, I want to make sure I bring this up, too, because the article here was from Digital Trends nine unexpected, unexpected things I was able to do with ChatGPT and a few you must try. So that was there was, so visual calorie estimation, estimation, snap photos of restaurant meals to get immediate estimates on calories and macros, filling the gap where standard tracking apps fail. That's interesting. interior design visualization. I'll skip that one. Content repurposing. Upload written articles to generate ready to shoot video scripts and shot lists, simplifying the transition from text to video content. I do find that one's a that's a helpful one. Let's say you get you see someone else's article from a bar journal, right? You hope you take a snap, a picture of that, upload it and say, hey, write me a video script on on the same topic.

Tyson Mutrux 00:06:01 You don't have to rip off what they're saying. You just it's a topic that you want to cover and you think, and you have the expertise in it and you, you repurpose some of that content, or it could be some of your own content too. For sure. Complex scheduling. Use AI to coordinate multiple multi-step processes, such as timing different dishes for a large meal or organizing a complex vitamin slash medication regimen. if you if you find that helpful. Okay. targeted research. So utilize deep research modes to find specific alternatives for routines that accommodate personal constraints or injuries. And this is where, I was seeing there was a lot of health related things in this specific article. That's why I was tying them together with HealthKit. And then create a brainstorming, generate personalized gift ideas or custom imagery for cards based on specific details about the recipient. So that's, that's all I'm gonna cover on this one, though. I want to smash as much in here when it comes to AI as I could. So let's move on to the next one.

Tyson Mutrux 00:07:00 And this is three bitter truths all marketers need to hear right now. And this is an article that is from the founder of Mo MarTech money O'Leary. And, it's about the three bitter truths that challenge modern marketing norms. And that's interesting because I went to I mean, I don't know how many of you all know, but I my undergrad, my degree was marketing. And although some of the basic concepts have stayed the same, there are things that seem to have changed a bit when it comes to marketing. The, social media has a had a massive role in that. And how how people, how we communicate with people and all that. It's, it's a so that's really interesting how things have changed so much. But so she argues that the industry has become too obsessed with immediate revenue and technology, neglecting the fundamental principles of building relationships, crafting cohesive strategies, and understanding your consumer psychology, the understanding consumer psychology. That's the area where I don't think things have changed a whole lot. If you if those of you have not read the book influenced by Robert Cialdini, highly recommended.

Tyson Mutrux 00:08:15 One of my favorite books of all time. I would recommend reading the first edition. It's denser. he did do a newer version of influence. The studies are more updated, but, I find that the first book, even though it was a denser read, that it was a better book. I do, I love that book. It's such a good one. It helps you understand the human psychology of of, consumers. That part's really, really cool. But so I don't think that the psychology has changed for the most part, but it's just the different strategies that have changed and you have seen a lot of people. 2025 was all about people becoming more, in person when it comes to some of the marketing where, it was more the human human, like all all of the big names, you know, Gary, Vee or Mozzie, all of them were talking about, you know, that human element. And that became more of a thing. And so this is I think this is sort of the tail end of, of some of that.

Tyson Mutrux 00:09:14 But some of the key takeaways from this one where marketing is not revenue generation. So focusing strictly on revenue forces marketers to throw spaghetti at the wall and chase leads for instant gratification. That is a big problem. maybe something we don't talk about enough is where we have almost gamified ourselves, where we we've got a oh my gosh, I got we we're doing this and we've got to get that result, right away. And that's not how marketing works. A lot of times marketing is a it's many things that are happening all at one time. And you don't always see that instant results. just a quick, just kind of a side story. The whole the whole, you know, advertising on podcasting years ago, right. When all that began with a lot of the marketers started to see was when they first started marketing, they weren't getting any results, right? So they started to cancel all their ads. And then what they noticed months later, they started getting an influx of of sales from the podcast, and they realized that there's a there's a massive lag between podcast customers and the advertising, the ads running and everything.

Tyson Mutrux 00:10:21 And whenever you're actually whenever you actually convert. So don't automatically assume just because you're not getting instant results that you're not going to get results. so that that is a that's a very true, very true thing about instant gratification. true marketing, she says, builds affinity and relationships, which requires patience and serving the customer rather than just the CEO. And this is where we've found that Facebook has still been our like our anchor when it comes to marketing. It's building those relationships and it's been. I was I was reading comments yesterday where, you know, there were some group that I'm not in that tagged my name though. And so I got to see the comment about, you know, recommending our firm for, for an injury case. And so it, it a lot of has to do with that building of those relationships. I think it's really important. another thing, another takeaway demand demand gen is execution, not strategy. So a real strategy isn't just a series of one off content pieces or email blasts.

Tyson Mutrux 00:11:25 It is a consistent multi-year narrative based on consumer psychology. and there's a I don't know if you remember this. They talk he, she talks about in this article Dove's real beauty campaign. it was it was, I don't know, I'd say probably ten years ago where, it was, it showed it was during the Super Bowl, if I remember correctly. And they, the whole thing was about real beauty and it showed women in different images of women without makeup on. And it was a beautiful, beautiful commercial, wonderfully made. And when you have things like that, deeply rooted things and they're their whole strength. And she talks about this in the article about this, it's more of a long term strategy with the customers, you know, and understanding those customers. And it's not just one of those things where you're going to run this ad and then instantly get, some a flood of people buying your product. You're not going to get that necessarily. But where you are going to get is you're going to have people that are remembering that.

Tyson Mutrux 00:12:23 It's like a deeply rooted sort of an advertisement sort of commercial where it's it's like if you think like the Chevy commercials, you know, like a rock, like those those sorts of commercials, they've been running more of those, you know, American made type commercials lately. so they did one last year for the holidays. They did one this year for the holidays. Those are those deeply rooted, multi year long term strategy campaigns. You look at the sort of the average the the average lifetime value is what. So average lifetime lifetime value of a client as opposed to like we will get the average fee quite a bit. That's a big number for us. But another way to look at it is if you look at the average lifetime value of that client. So how many more times might that client come to you? And if you look at it that way, you're not looking at it as a one off. You're looking at it as like, okay, this person might come to me a few times, maybe twice in their lifetime.

Tyson Mutrux 00:13:20 Who knows? And okay, what's that value to the firm? You start to look at the your clients a little bit differently. And then another key takeaway will this the last one will cover technology cannot fix bad marketing. Tools like AI and CRM are only meant to operationalize good foundational principles. They cannot replace the human connection, which remains the primary driver of sales. Okay, people buy from people. That's the main takeaway. Totally agree. And that's why I've been talking about this for a lot. For a while you're using the technology not to replace people, but to supplement it so that you can then push the people into more of the human to human contact. Okay? They're more that the of the customer service department. That's what we'll be talking about for a while. And that's something that, you should definitely be focused on. So so stop chasing leads. Start building the trust. So a really important part of this. and so really, if you think about those, those are really harsh realities for a lot of marketers because a lot of it's about instant gratification, instant gratification these days.

Tyson Mutrux 00:14:24 And so we want to try to get away from that. All right. Let's get let's get on to being average. And this is, this is a such a short little article from, Seth Godin, but, Seth, from Seth's blog, I, I actually, you know what I might even do? I'm going to. I'm just going to share. Share my screen on this, I find it. this is such a short one that it's it's easy. So mediocre means average. Two different ways to consider this. First, in the marketplace, where most people, most of the time want the thing that most people want the average one exceptional is the exception. Second, in the committee meeting, where the easiest way forward is to sand off interesting edges, eliminate unknowns, and challenge as little as possible. When you put these together, you see the relentless slide towards banality. For people who care enough to develop skill and bring bravery to the work. This is a huge opportunity. Not an easy or an obvious one, but perhaps one worth chasing.

Tyson Mutrux 00:15:25 I, I really loved it. That's why I wanted to bring it up, because, it's a it's a nice reminder that we can sometimes be trapped into, becoming mediocre. you you shoot that video and a buddy of yours says, why are you shooting so many videos? Why are you posting those online? They it's so, you know, that's just one sanding, right? And, you and you a lot of times people tend to ignore the people say, hey, man, I really liked that video. That was awesome. Really good. Or a client that said, hey, that video that you did awesome work, that really helped explain things for me. I really appreciate it. But then you, you know, you you, you read the YouTube comment and think, oh, this is dumb. You know, why am I doing this? So you stopped to do it, or you start to make your things more bland and you, you choose not to take that risk on that certain marketing, idea that you had, or you don't take a risk on a legal strategy that you think it's it's a little bit outside the norm.

Tyson Mutrux 00:16:27 And the biggest Sanders, the, the ones with the biggest grit, those of you that are that know anything about woodworking, you know, the, the, more of the 60 grit, you know, not the fine 500, 800, grit. Grit sandpaper. Is that like, that's 60 where it's just taking big chunks. Some of the biggest ones are like judges, you know, where they. They're so trapped in that governmental function. You know, where anything outside of the norm is, can be viewed by them as, you know, not a good thing. You got to ignore a lot of that. You have to ignore a lot of that. And don't don't become average. You don't ever want to be average. Okay. We like, we like. I gave that presentation nerds and weirdos a while ago. I think it was the second or third Max law kind of thing is when I gave it. And the big part of that was like, like, we want weirdos, we want nerds, we want the people that are not like the normal people, the ones that are exceptional.

Tyson Mutrux 00:17:30 And we we even talked to Amy and we talked to our kids and we talked about how, You're weird. And we want you to be weird. At least we call them weird. And we say like that. That's a compliment. We want you to be weird and. And that way. Part of that is to is we're we're building up their defense systems a little bit where if someone were to call them weird. Damn right I am. You know what I mean? Like where that doesn't. That's not gonna hurt their feelings. No way. you. Yeah. I'm exceptional. I'm different. I'm not average. I'm not just like everybody else. so sometimes what we'll do is we'll ask the question, and you could do this up. Your firm's too, right? Where? This isn't just a parenting. This definitely is not a parenting. tips. a segment. This is just something, you know, we do, but you can do it in your firm. To where? Just ask, did.

Tyson Mutrux 00:18:18 Do you want to be like everybody else? No, no, you don't want to be like everybody else and ask that question. Ask that question to your people. Ask to ask that question to to your kids. Do you really want to be like everybody else? And the answer is usually going to be no, Right? so I think that was a really good lesson, and that's why I want to bring it up, because it's, it can be really easy to slide into banality like he talked about. So. All right, let's move on to the next one. I think I, I beat that one to death with a small as a blog post as it was, but, you know, it's really interesting. on that topic, his art. What his. It was one, two, three, basically four paragraphs, and they were short paragraphs, and I'm reading about it on a, on a live show to my people, just thinking about like, thinking about the content doesn't have to be super long.

Tyson Mutrux 00:19:13 So don't think that it has to be super long. It just has to be impactful. Okay. and a little different. Think think outside the box a little bit. All right. This next article, it makes me laugh because, they it says seven ways to learn Faster and Improve Your memory, backed by neuroscience. But there's really only six. But they've they've kind of sandwich some things together. So whatever. That's fine. so here's the, the key takeaways. So when it comes to seven ways to Learn faster, the article outlined seven neuroscience backed strategies to accelerate learning and boost memory retention. So instead of relying on rote memorization or simple repetition, they talk about, different techniques that you can use. So one of the first techniques is test. Don't just rehearse. It's a good one. Most of us rehearse me including so tests don't just rehearse. Self-testing creates context and helps you identify exactly what you don't know, which is more effective than simply rereading or rehearsing a pitch. So test it out.

Tyson Mutrux 00:20:26 Maybe give yourself a couple people as an audience, test it tested out. And don't just rehearse. Or if you are. Those of you that rehearse in your head, stop doing that. Actually vocalize it because you actually having it coming out of your mouth sometimes. So what I found is sometimes things are hard to say, right where if I have, I have some if let's have rehearse in my head. But then I start to, for the first time, say it out loud and don't realize that using a word or a series of words, I have a bunch of T's or F's, you know, close together. It can be really difficult to say, and I'm just using that as one example. But, you know, sometimes you'll give yourself a tongue twister and on the page it looks beautiful. But actually coming out of your mouth is a completely different story. the next tip is use interleaving. Interleaving. I'm hope I'm saying that right. Interleaving practice related concepts or skills in parallel. So for example different types of arguments.

Tyson Mutrux 00:21:27 So rather than so practice related concepts or skills in parallel, rather than focusing on just one. Okay. This forces the brain to differentiate between them, preventing mindless automatic automaticity. That is not an easy one to say. Automaticity. And so that's an interesting thing. Interesting concept. So you're really you're practicing related concepts or skills in parallel rather than focusing on just one. I can see how that could really benefit you. like let's say your, you know, litigation, marketing, whatever it may be, but let's just focus on marketing for let's say you're working, you were focusing on marketing and you have different related concepts or different skills. Let's say that, in parallel you are doing you're writing SC actually Facebook ads and, and Google ads, those are related because they're both ads. And the different you can compare and contrast as to what one might work. What? Which one might work on Facebook and which one might work on Google? That's that could be a really effective way of doing things and see which one works better and how you might be able to modify each speaking, modify modification, modify your practice slightly changing conditions such as speaker speaking faster, slower, or waiting a day between sessions.

Tyson Mutrux 00:22:49 That triggers reconsolidation where existing memories are recalled and strengthened with new knowledge. For me, this is. This is just sleeping. I, I a lot of times what I'll do is if it's, if I'm working on something and I'm struggling with it, whether if it's writing or thinking through a problem, you name it, just sleeping on it and letting my brain sort of re consolidate and, and, and sort of gather everything and I can look at it in a new light is really, really helpful for me on, on certain things. So I do I think that that is a very, a very effective technique, at least for me. So maybe it'll work for you. The next thing is the production effect. Saying information out loud makes it more distinct and long term memory compared to reading silently. That's a I would not have thought that that was true, but apparently it does. So the production effect saying information out loud makes it more distinct and long term memory compared to reading slightly. I think they may have to do with, you know, maybe the way you say something.

Tyson Mutrux 00:23:53 so you're like, oh yeah, I said it that way. And maybe it just gives you more data points to memorize something. Distributed practice is the next one. Spacing out, learning in bursts. So the effort required to retrieve information after a break makes the memory harder to forget. So space out learning in bursts. So the effort required to retrieve information after a break makes the memory harder to forget. That's pretty cool. So, adding some breaks in there, that's pretty good. And then the last one. Biological boosts. Sleep is essential for memory. So these are the last two. It's the biological boost. It's it's sleep and exercise okay. It's really when it comes down to sleep is essential for memory consolidation. While moderate to intense exercise can improve recall and an even and even increase the size of the hippocampus. So there you go. I think there's a lot of useful ways of especially as attorneys and as law firm owners, that is, pretty important for us. So and then the last thing here is from Harvard Business Review.

Tyson Mutrux 00:24:54 Could your company benefit from fast advertising? I love this concept. So, hopefully we can cover it in the next five minutes or so. So and this was, as I said, was an article. This is actually from a, from their ideal cast, podcast. So and, it's from the host, Alison Beard, and she interviews a yell at Israeli, about fast rising. It's the strategy of creating rapid fire marketing content that capitalizes on fleeting cultural moments like the Oreo, Super Bowl tweet or Peloton's response to And Just Like That. So, they discuss how companies can restructure their teams to react within hours rather than weeks. The importance of social listening and how to balance the need for speed with the risks of being tone deaf. So, it's a really, it's a to me, it's a fun one. but so key takeaways. Speed requires structural change. You cannot execute fast advertising with a traditional multi-month approval process. So you have to really take, get rid of all the hierarchies when it comes to this.

Tyson Mutrux 00:26:04 And then you just create your creatives to, say, hey, listen, have your own little war room and something comes in and you catch that cultural event, and then you go out and do something about it and post something about it that's, a super easy way of doing it and just create a process for it where you have, let's say you have maybe Google alerts for certain topics or, you just look at things that are trending on, on X and, or I always forget the other name of the name of the other one. There's also the one, the the Facebook one threads. That's the other one too. there's just you name it, there's so many different trending, places you can go to these days. So, you know, find out what's trending and then, post about it. Authenticity. Authenticity is the guardrail. Okay? Not every branding belongs in every conversation. Oh, actually, just, actually, I'll get back to something in a second. But authenticity is the guardrail.

Tyson Mutrux 00:27:07 Not every brand belongs in every conversation. The key. So this authenticity is the guardrail. The key to safety is asking, does my brand have a credible reason to be in this moment. Avoid politics and disasters. Stick to pop culture where the brand can offer a wink to the audience. All right. This gets to where the thing I want to talk about anyways. So, there's two moments that, that actually I just was having fun with AI and, posted on Facebook and had great results from both of them. One was the Sydney jeans, Sydney Sydney Sweeney jeans, ads with American, American Eagle. I can't it's not American Eagle, whatever it is. the the gene company and I, I had a I put a picture of me in a suit, and I had a-I turned the suit into a jeans suit. So I put up some ads, or some, a Facebook post about that. It was pretty funny. People had a got a kick about out of that. And then the other one was the, Cracker Barrel.

Tyson Mutrux 00:28:16 When they changed their logo. We changed our logo for matrix firm injury lawyers to the the new Cracker Barrel. Actually, you know, we did the old Cracker Barrel logo is what we did. And we also put the new Cracker Barrel. We did both. We did a combination of both. And that one got a lot of a lot of comments on it as well. So, you but it was there was part of this where it was like, okay, does our brand now that wasn't specifically the firm, that was more me, but I, I the way I related it was, I guess the, the, the, the Cracker Barrel part of it was more of the firm. But when it comes to the, the, the jeans one, it was like me and my suit. Right. So, you know, people know me as a lawyer I had for 4th of July, I had also posted something with the American flag was in my suit and that was that also got a lot of good, feedback.

Tyson Mutrux 00:29:09 So the people that had comment and many of those people also commented on the jeans one. So those two were kind of tied together and that that kind of worked out as well. All right, let's get to the next one. The comedy writer model. So effective social teams, function like late night comedy writers pitching many ideas rapidly and accepting internal failure. Right. That's in parentheses. Rejected jokes. Jokes to find the one that lands perfectly with the public mood. Human judgment is greater than AI. While AI can generate ideas. Human taste is required to determine appropriateness. Then the last thing. Social listening. You cannot react if you aren't listening. Successful fast advertising relies on constant monitoring of social sentiment to identify trending topics and gauge public reaction in real time. All right, that's all we have this week. hopefully you got something out of these. I, I, I wanted to shift gears a little bit, get a little bit out of the AI stuff, focus more on some of the other things.

Tyson Mutrux 00:30:06 So hopefully you got some of this. Maybe you'll have a little bit more AI next week, but we'll definitely have another show next week. But have a wonderful week everybody, and we will be seeing you.