Stories That Matter

Download the slide deck here.

Artificial Intelligence isn’t just about automating processes or generating flashy headlines—it’s about moon shots. It’s about aiming for the impossible, pushing the limits of creativity, and, most importantly, telling stories that matter.

In my latest presentation, AI Moon Shots & Stories That Matter, I took the audience on a journey through the revolutionary ways AI is shaping industries, communities, and human connections. But instead of focusing on just the technology, we explored the real heart of AI—the stories it helps create.

The state of the Internet in one photo:

People don’t buy a product, they buy a story about a product.

When I used to make wine, people wanted the labelled wine more than the no-name bottle of the same fermented grapes. But it wasn’t the same. Strawberry Merlot with Darryl on the label makes it a wee bit more fun. And sometimes, that’s all it takes—a tiny, remarkable difference.

Storytelling is just giving people a reason to care.

This slide is about one of the hardest—and most powerful—parts of storytelling: making people actually care. In a world overflowing with content, attention is earned, not given. And the key isn’t flash—it’s honesty. It’s vulnerability. It’s that one surprising detail in your story that makes someone stop and say, “Wait… what?” These prompts are meant to crack your story open, to get past the polished version and into the part that’s real and resonant.

Whether you’re crafting your company brand, pitching a wild idea, or rallying people around a cause, the stories that stick are the ones that mean something. The ones that make us feel seen. Sometimes, the story we’re afraid to tell is the one people most need to hear. AI can help us write faster, but you make people feel something. That’s the storyteller’s edge—and your unfair advantage.

The Hook-Heart-Help Method

Want a simple yet powerful framework for telling stories that stick? Welcome to the Hook-Heart-Help Method.

In the age of AI, where attention spans are getting shorter and shorter, and authenticity matters more than ever. Whether you’re pitching a moonshot idea, building your company brand, or running a landscaping company, the structure stays the same:

• Hook grabs attention. It’s your unexpected twist, a bold stat, or a striking visual—something that jolts your audience out of autopilot.
• Heart connects on an emotional level. It answers: Who cares? And why does this matter? It brings your story down to a human level, where empathy lives.
• Help brings it home. It’s the call to action or insight your audience walks away with—how they should think, feel, or act differently because of what you’ve shared.

In a world flooded with content, this method helps you create moments that move people. Moments that are different on purpose. AI can enhance storytelling, but it’s the heart and help that keep it human.

Use memes, Emojis, have fun, and show people your personality.

Want to stand out from the competition? Have a personality. Cheese Whiz did.

Seriously though—use trending music, memes, have fun. Show people you’re approachable (and probably awesome to work with).

“But Jeph, isn’t that unprofessional?!” Maybe 10 years ago. But today? Saying something entertaining or valuable is how you stand out. Bland doesn’t build trust—real does.

AI: Your Ultimate Efficiency Tool

AI isn’t just for big tech companies—it’s for everyone. It’s your personal assistant, your efficiency booster, and your problem-solving sidekick. From automating repetitive tasks to helping businesses make smarter decisions, AI allows people to work smarter, not harder. It’s like having an extra brain on your team, one that can process data, streamline workflows, and free up time so you can focus on what really matters.

Here are a few tips that have helped us.

Mind your prompts!

• Give Chat a persona before you ask it to come up with something. “You’re a Toyota Mechanic and working on a 2015 Rav4 (insert your question). “You’re an expert Ted Talk afishinado, and I need help with this presentation!” “You’re a 3-star Michelin Chef, I need a meal from my fridge (insert picture of your fridge)”. “You’re a marketing expert with a specialty in Saskatchewan, I need help developing (insert your question). 
• When it gives you a result that’s what you want or is REALLY good, let it know. Reinforcement learning is how you make your Chat better than the average Chat.(It has worked well for me!)
• If you need Chat to do something specific (read out PDF documents on your phone) create a custom GPT for it. Custom GPT’s are much smarter and give you better results than using the base Chatgpt. If you don’t know how to setup a custom GPT you’ll need to pay for the pro version, but it’s a very simple process to set one up.

How is AI is transforming industries?

Trades & Construction: AI-powered scheduling, inventory tracking, and predictive maintenance keep projects running smoothly.

Marketing & Communications: Content generation, data-driven insights, and automated customer interactions make reaching the right audience easier than ever.

Healthcare: Faster diagnoses, better patient outcomes, and enhanced research capabilities are saving lives.

If AI is the rocket fuel, then moon shots are the destinations we should be aiming for.

Want to learn more about ChatGPT?

Take this class from Vanderbilt University, Prompt Engineering for ChatGPT. It’s awesome. Lots of examples, you get to use it immediately and put to work what you’re learning in the class. I thoroughly enjoyed it.

I love this quote and have used it many times in presentations.

AI isn’t taking away jobs. People who ise AI are taking away jobs. -Scott Galloway I think.

Don’t get lazy when you’re using AI

We can tell when you use AI. That’s what we recommend using custom GPT’s when using ChatGPT. They’re easy to setup, they get better the more you use them. And you can communicate on behalf of several different organizations and keep a brand voice for each.

Using AI isn’t cheating; refusing to use it is cheating yourself.

I’m very curious how we’ll look back on this time of AI being widely adopted across the world. As of May 7, 2025, it still amazes me when I meet people who haven’t or don’t use AI. Especially white-collar workers, they have the most to gain (and by default, the most to lose if they aren’t using it).

Google 7-11-4 Rule

Origin: The “7-11-4” Rule was introduced by Google as a marketing framework rather than a rigid formula. It came out of research into how people interact with brands across digital touchpoints before making a decision.

What it means:

• 4 = the number of brand exposures needed to build awareness.
• 11 = the number of content interactions during the research/consideration phase.
• 7 = the number of touchpoints before a final decision or conversion.

But—it’s not a scientific law like gravity. It’s a strategic guideline Google developed to help marketers realize that:

Consumers don’t buy the first time they see you. You need a consistent, meaningful digital presence to win them over.

Moon Shots: The Big Ideas That Change Everything

Moon shots aren’t about minor improvements—they’re about game-changing ideas. They’re the projects that seem impossible until they happen. Every company, organization, and individual should have a moonshot—something that pushes boundaries and makes people care about their work in the future.

Take Big Idea Camp—it started as a dream to teach high school students about technology, innovation, and helping others. Now, it’s in its 8th year, creating real impact. That’s a moon shot.

Stories That Matter

For those in the trades, storytelling isn’t just about marketing—it’s about impact. The most powerful stories come from being part of something bigger than yourself. Whether it’s sponsoring an event, supporting a local volleyball team, or building something that changes lives like the Build Love campaign, every contribution tells a story. These acts of generosity and involvement showcase how businesses are more than just service providers—they’re community builders. AI can amplify these efforts, helping companies share their contributions and inspire others to do the same.

What are moonshots in the trades?

In the trades, moon shots might look like:

Revolutionizing Home Building: Creating sustainable, affordable homes using AI-driven designs and automation.

Community-Driven Initiatives: Campaigns like Build Love, which bring people together to change lives through construction and renovation.

Industry Leadership: A company deciding to go beyond business and invest in the next generation of tradespeople, inspiring future talent.

The companies people will care about in the future aren’t just the ones that did things well—they’re the ones that dared to dream big and take action.

Key Takeaways

AI is not just a buzzword—it’s an opportunity. An opportunity to dream big, think differently, and build a future where technology serves humanity, not the other way around.

If you’re curious about how AI can help shape your moonshot, let’s start the conversation. Because the future is not written—it’s designed.