How To Leverage The AI Storm To Dominate Your Niche Without Losing Your Voice, Market Position, Or Leadership
an open letter
Dear reader…
This isn’t written by A.I.
This isn’t “surface” level marketing.
It’s core principles that can change everything for you and your quest to be number one in your unique space.
I’ve beat the heck out of these ideas…inside and out.
I wouldn’t be sending them to you if I didn’t believe in them.
The Challenges
You must face these challenges or you will be out of business soon.
Follow the domino’s with me.
- Everyone can now mass produce higher quality content that leverages core marketing principles.
- This skyrockets the speed of change and the speed of market evolutions. It also flattens the playing field. This gives massive opportunity for those at the top of market share (working with a bigger audience)…but those who aren't at the top are going to get lost in a sea of noise. (Unless they adjust fast).
- Platforms are tweaking their algorithms to adjust to the content flood. As of 2026, lots of organic marketing is trending down in effectiveness, while quality and output is getting easier and going up. This is a squeeze that will make getting your clients attention harder and harder.
- Brands are shifting to paid media because of the squeeze in organic marketing. This is increasing ad cost, makes it more competitive, and further dulls the attention of your niche and increases their skepticism as they see more niched competing claims and messages.
- If you don’t use AI - you’ll be left behind in the online world. If you do use AI, you risk sounding like everyone else, diluting your brand, and still getting left behind. OR…you risk spending so much of your time and energy marketing, your actual service / offer gets diluted and left behind.
So the question is simple: In this landscape - how can you use disruption for an opportunity to dominate your niche, stay sold out, and build a waitlist?
The ones who ask (and properly answer) this question will thrive.
Some people are answering this by going offline entirely.
And that’s a potential strategy.
But…I think it’s fairly risky and will be a tough place to be in 5 years. (If not impossible).
So while offline strategies are assumed and important, this letter is focused on the principles that allow you to win and implement online strategies.
So What Can We Do?
Here are some solutions that don’t require you to burn your online strategies to the ground.
You have to stop playing for the 3% of “now” buyers and invest in the other 97% of future buyers.
(Chet Holmes Buyers Pyramid Principle). This is what will allow you to still scale without becoming a fulltime “marketer”. I cover this in video 1 below.
You need to understand market psychology and speak effectively through the client bridge stages.
(Non Client >>>> Resistant, Receptive, Resonant <<<< Client).
Understanding the client bridge journey and being strategic about your “messaging” and “channels” for each stage of the journey will give you an edge and build deep relational capital through the noise. (I call this building a “pre-client pool”). Understanding this process allows you to demonstrate a level of service, relationship and care that your competitors won’t have. This will translate into sales to the 97% as AI jades the market for the 3%. I cover this in video 2 below.
You have to leverage A.I. - but you MUST infuse it with your genius, leadership and unique POV so you can build deeper trust FAST with your niche.
If you don’t, you will get lost in volume of noise and LOSE trust with a misuse of AI. (You’ll sound like and parrot what everyone else is doing, which will immediately make you lose relationship capital). Leveraging AI properly requires intentional thought, leadership, and systems. You want to train your A.I. in your offer, frameworks, voice and IP…in a way that amplifies YOU instead of amplifying the default “AI marketing voice” that everyone else is pumping out. MOST PEOPLE are doing this absolutely wrong and NOT deep enough. (And you can tell as you read or watch their content).
I’m NOT talking about creating a digital twin. I’m talking about something much deeper - and it requires (1) a level of strategy and thinking that most people simply haven’t done. AND (2) training your AI with it. This is covered in video 3 below.
Finally…I’m a big believer that there are two pedals on the bike of success.
Pedal one: Your external game (marketing, strategy, offers…etc…) and...
Pedal two: your inner game. (Way of Being, Identity, Beliefs, Mindset…etc…)
We talked about pedal one above.
On the inner game side (Pedal 2) …you have to bet on yourself more than ever.
You are the biggest marketing differentiator until you create a bigger one, and if you don’t know how to communicate your USP (unique selling prop) effectively and consistently - you will lose. This is a spiritual principle more than a tactical principle - and it likely takes a degree of mindset and unconscious work. It also takes humility and restoration work - so you can trust yourself on the deepest levels.
The level of existential uncertainty A.I. is bringing to the table (and we’re just getting started) - requires you to get faith, hope and certainty from a deep reservoir within yourself that isn’t dependent upon your performance.
Frankly, most people don’t have the capacity to do this.
But when you do…
People are influenced by, co-create with, and invest in the people they TRUST to get them the results they want. Trust isn’t just about certainty. It’s also about vulnerable truth telling.
Develop your unique genius and nurture a “Way of Being” that can truthfully have faith through this storm and the changes that are still to come.
If you don’t do this, and you can do everything else “right” and it will just be noise that won’t get you where you want to go.
The Videos:
I don’t have a video around this final point on this page, but if you know you might be struggling on the inner game front - check out the Shaking Season Assessment.
In your corner…
Jonathan Heston
If you want the transcripts - go here.
THE THREE VIDEOS:
1: Understand Your Pre-Client Pool In 6 Minutes
If you're an established coach, consultant, creator...and you want your brand to dominate your niche...
This simple principle HAS to be understood if you're going to navigate the A.I. content storm and pull through 1) leading your marketplace and 2) having a waitlist of clients.
Watch now.
2: The Client Bridge Method
Understanding The Client Bridge is probably the single most important element to establishing the authority, leadership and Point of View in your market place that gets a waitlist of clients.
3: The Pre-Client Pool Checklist
So now you're ready to build a pre-client pool, and share your POV as your clients cross the client bridge.
But how?
Here is the simple checklist.
Next Steps
© 2026 Jonathan Heston. All rights reserved.
