How I Plan to Grow All-In Consulting (in 2025 and Beyond)
6 Principles for Success - And Why I'm Expanding into Video
Summary
I’ve identified six core principles that will maximize All-In Consulting's chances for success if followed consistently.
The core of these principles revolve around answering two key questions:
“What did I contribute to the AI community today?” and
“How can we be the type of consultancy where lead generation is never a problem?”
To address both of these questions, I'm launching AI video thought-leadership content in February 2025.
Over Christmas break, I focused on crafting a clear, actionable plan for growing All-In Consulting.
At the core of this are six key principles that I believe will drive significant growth if followed consistently:
Permanently Solve Lead Generation – Instead of asking, “How do we get more leads?”, we must ask, “How do we build a business where lead generation is never a problem?”
Contribute to the AI Ecosystem - We are not just another service provider. AI is an ecosystem, and we must be active contributors to that community. Every day we must answer the question: “What did I contribute to the AI community today?”
Achieve Omnipresence - We need to be everywhere and known by everyone. All-In Consulting, our names, and our faces should be synonymous with AI. We must become the go-to source for learning about AI—the kind of channel people binge-consume to learn about AI in the fastest way possible.
Focus on Habits Over Goals - Success is built on execution. Instead of focusing on distant goals, we must establish and never miss the daily, weekly, monthly, and yearly routines that drive results.
Delivery → Sales → Marketing – These are our daily priorities in order. A business can not be sustainable without consistent delivery for clients first. Sales comes next, as they are deeper in the funnel. Marketing, while crucial, should be the first thing we deprioritize if necessary.
True AI Expertise – Excellence is the ultimate form of job security. We should view ourselves as perpetual students and continuously improve our understanding of AI. We should aim to be most informed person on AI in any room. Our views should be nuanced, evidence-based, and ready for debate.
I’m betting that disciplined execution of these principles over the next two years will position All-In Consulting for substantial growth.
Today, I'll dive deeper into principles 1-3 and explain why I believe AI thought leadership video content will be key to All-In Consulting's next phase of growth.
The 5 Paths to Solving Lead Generation
When considering how to build sustainable lead generation, there are several proven paths within the AI community:
Scientific Research - Leaders like Yann LeCun and Ilya Sutskever who make scientific breakthroughs in AI
Technical Infrastructure - Teams behind frameworks like LangChain and LlamaIndex that power AI development
Education - Pioneers like Andrew Ng who build comprehensive AI courses
Content Creation - Thought leaders like Ethan Mollick who write books that make more accessible
Community Building - Folks who organize AI conferences and events
These approaches have proven highly effective. Andrew Ng's work building courses and deeplearning.ai led to his appointment to South Korea's AI advisory board.
I can’t imagine this guy ever struggling to find “leads.”
Ethan Mollick, author of "Co-Intelligence," commands speaking fees of $40,000-70,000 and is widely seen as a thought-leader in the space. I see folks constantly inviting him to events in the comments of his posts.
He certainly doesn’t struggle for leads.
The team that founded OpenCV, the computer vision library, leveraged their technical expertise into the OpenCV consultancy to help folks implement their tools.
They seem to be doing quite well and also not struggling for leads.
My point is it’s definitely possible to permanently solve the lead generation problem.
The two things the folks who achieve this have in common are 1) consistent contribution to the AI community over many years (principle 2) and 2) true AI expertise (principle 6).
That’s what I aim emulate.
From process of elimination, I've chosen to focus on AI video content for these reasons:
Scientific Breakthroughs require venture-scale funding and research infrastructure which I don’t have
Technical Infrastructure requires significant capital and which I don’t have any good ideas for at the moment
Courses are a potential future direction, but are a more advanced tactic and I’d need clear differentiation from existing offerings on Coursera
Community Building I have no experience with
This leads me to content creation, specifically AI video content, as my strategic focus. I see a clear opportunity in this space for several reasons.
The Current State of AI Content and Why I’m Choosing Short-Form Video
I’ve noticed a couple things about the current AI content landscape.
First off, the most influential AI thought leadership predominantly exists in written format.
Andrew Ng shares his insights through newsletters on his deeplearning.ai website, while Ethan Mollick focuses on platforms like Twitter, LinkedIn, and Substack.
The video space in AI currently serves a different purpose. Video content creators typically focus on AI news updates, technical tutorials, basic introductions, or highly specialized technical discussions.
While these are valuable, there's a noticeable gap: the same type of thoughtful, strategic AI insights we see on written platforms… in video format.
I see an opportunity to fill this gap with short-form videos that offer unique perspectives on AI implementation and strategy.
While production value won't be the focus, the content will deliver valuable insights drawn from real consulting experience, addressing common questions and challenges in AI adoption.
Several content creators have shaped my vision for this approach. ClearValueTax demonstrates how complex economic and financial topics can be explained with remarkable clarity and conciseness.
The CEO of Third Stage Consulting shows how to discuss ERP implementation challenges and trade-offs with professionalism and depth.
Lastly, OnScreen Authority provides a model for the production value I’m aiming for.
This content strategy aligns perfectly with our core principles.
Imagine if I was able to be the go-to person to learn about AI on all the video platforms, our authority and credibility would be unbeatable to the point that leads should never be an issue, thus solving principle 1.
Furthermore, because it’s a gap in the AI content space, this is my contribution to the AI community, thus solving principle 2.
Video will also help All-In Consulting stand out more from the saturation in written content and achieve omni-presence, thus satisfying principle 3.
If I combine this video strategy with consistent execution (principle 4), successful delivery for clients (principle 5), and reading consistently on AI (principle 6), this should be a sustainable formula for growth.
My Next Steps
I’ve already taken steps to make this happen. I’m currently interviewing social media managers, video editors, and strategists to help with this new strategy.
I’ve also begun thinking about the logistics of this, including my equipment, my scripts, and my editing style.
I’m aiming to get my first videos out in the last week of February - look out to see me on video soon!
So what do you think of my 6 principles? Do you think:
Achieving the 6 principles above is the formula for success?
Do you think AI video thought leadership is the way forward to achieve those principles?
Let me know by replying to this email or commenting below!
Let’s Stay Connected 🤝
In the mean time, if you’d like to follow along with my journey:
Look out for another update from me in February!
- Michael
Love how you're focusing on long term growth by giving back to the AI community. Video content is a great move not many are doing deep AI insights in video format. What kind of AI topics will you cover first strategy tips, hands on tutorials or industry news?