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Greg Buck, PushPress: So thanks, everybody, for stopping by today. We appreciate you, as always, attending one of our Push Start webinars here at PushPress. I'm super excited today to get to talk to my friend here, Mr. Will Weisser. If you're not familiar with Will.
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Greg Buck, PushPress: We'll get a little bit into his background today. He's done a lot of really cool stuff in jiu-jitsu. And obviously, today, we're here to talk about content creation in the jiu-jitsu space.
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Greg Buck, PushPress: Specifically pulling on Will's expertise around AI. Obviously, a very hot-button issue these days, with how to use AI, where it's appropriate, where it's not appropriate. So super excited, Will, to get you to come and hear your opinions on this, and then kind of get to pick your brain as an expert in this field.
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Will Weisser, JiuJitsu.net: Thank you so much.
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Greg Buck, PushPress: Alright, so let's go ahead and jump in.
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Greg Buck, PushPress: So, Will, tell us a little bit about yourself, my friend. I love to talk about this expertise that you have here first, but then from there, let's get into kind of your jiu-jitsu journey as well. But yeah, tell us a bit about, you know, how you got into the jiu-jitsu scene, kind of what you do for Workday today, obviously your book and your website, lay it on us.
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Will Weisser, JiuJitsu.net: Yeah, yeah, so why… who am I, why am I here? I mean, I got into the jiu-jitsu scene just as a student because, you know, I found that… I walked into a jiu-jitsu gym one day, and I just loved training jiu-jitsu, and I've…
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Will Weisser, JiuJitsu.net: really just enjoyed it ever since. I train almost every day. And, you know, after…
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Will Weisser, JiuJitsu.net: over 20 years on the mat, you know, getting my black belt, I started looking into ways to kind of, like, combine jiu-jitsu with some other interests of mine. So, the reason I'm here specifically is because, I've…
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Will Weisser, JiuJitsu.net: developed and delivered, two projects. One is, my website. I should say my website, but I run it with a guy named Dan Lukhartt. It's, jiujitsu.net. It's, been pretty successful. We get, like, around 50,000 visitors a month.
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Will Weisser, JiuJitsu.net: I have, like, I had our social stats somewhere, but I… I didn't put them in, but our social stats do… do pretty well, also, for, like, a jiu-jitsu website. I won't go into, like, all the features of it and stuff, but it's basically a…
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Will Weisser, JiuJitsu.net: complete compendium of IBJJF,
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Will Weisser, JiuJitsu.net: competition results, and we link to, like, individual fighter profiles, so you can see, like, who's currently ranked… where they're currently ranked in the Agent GF, according to us, not according to them, and
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Will Weisser, JiuJitsu.net: you can look at their stats, you can find out more about them, and you can watch their matches that are either, hosted on Flow Grappling or hosted for free on YouTube by the FGGF. And we're also doing some more stuff around that, where we're actually, like, analyzing the frames of video, from the matches, and, like, doing all kinds of, like, cool analytics and stuff, so…
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Will Weisser, JiuJitsu.net: More to come on that. So, that's kind of.
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Greg Buck, PushPress: Very cool.
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Will Weisser, JiuJitsu.net: positive reception, a lot of, like, really, you know, high-level people are using the site, and, you know, I feel like it's been, like, a really successful project.
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Greg Buck, PushPress: Yeah, great. Great for studying not only your opponents, but I'm sure yourself, too, if you want to, get in the nitty-gritty of how your game breaks down and things like that.
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Will Weisser, JiuJitsu.net: For sure, I mean, that's what I use it for, is…
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Greg Buck, PushPress: Yeah.
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Will Weisser, JiuJitsu.net: Ego, ego searching myself. Heck yeah.
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Greg Buck, PushPress: I like it.
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Greg Buck, PushPress: And then your latest project, obviously, is your book, which I have sitting on my desk, and I've read about a quarter of it, and it's really good, but tell us, kind of, your journey on why you decided to write the book, and what the book's about.
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Will Weisser, JiuJitsu.net: So, the book is, there's what I'm here. The book is,
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Will Weisser, JiuJitsu.net: it's about jiu-jitsu, it's about, like, how jiu-jitsu works at a low level. So it's essentially, like, the… it's not the only book that's ever been written
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Will Weisser, JiuJitsu.net: specifically about jiu-jitsu concepts. Like, there's been lots… of course, there's lots of jiu-jitsu books about, like, you know, how to do this technique and all, and a lot of them are really, really good, and they're, like, excellent references, but I really wanted to just write a book about jiu-jitsu and kind of teach people
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Will Weisser, JiuJitsu.net: like, what are you doing when you do jiu-jitsu? Like, how can you understand jiu-jitsu better, so that you can… makes it easier to learn those techniques if you understand the purpose behind them? And I've written several other books before, like fiction books, so I was really familiar with the process of writing a book. I'll talk about that later, like, why that's important.
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Will Weisser, JiuJitsu.net: But… the… I kind of had this idea that, like, okay, if I…
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Will Weisser, JiuJitsu.net: take my knowledge as an author and, like, how the publishing industry works, I could potentially get the book published by, like, a traditional publisher. So, I submitted it to some publishers, I got picked up by YMAA, who's, like, a long-time publisher of specialty martial arts books.
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Will Weisser, JiuJitsu.net: And, so to my knowledge, it's the first traditionally published book that is about, jiu-jitsu concepts, and again, we've had some, great
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Will Weisser, JiuJitsu.net: reception to it, people seem to like it, a lot of high-level people, have given me great feedback before publishing, after publishing. Actually, Roy Dean wrote the foreword to it, which was really cool. So, again, I'm really happy with how it's turned out, and yeah, and see me at JujitsuCon, and…
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Will Weisser, JiuJitsu.net: Come get your book signed.
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Greg Buck, PushPress: Heck yeah, yeah. Will will be at our booth at Jiu-JitsuCon every day, so if you don't have a copy yet, please stop by, say hi to us, meet Will, meet the team, and get a signed copy. I'll bring mine so you can sign mine, because I already have one, but yes. Maybe I'll buy another one, just for support.
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Greg Buck, PushPress: And then last, obviously your day job. You have a lot of projects here you work on, but what do you do day-to-day? Obviously, working in the tech field kind of makes you uniquely qualified with your jiu-jitsu background to talk about what we're gonna talk about today, but tell us a little bit about Picnic AI.
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Will Weisser, JiuJitsu.net: Yeah, for sure. So, I'm a full-stack software engineer, I've done that for my whole career, and for the past 6 years or so, I've worked for, Picnic AI, formerly known as Picnic Health, and…
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Will Weisser, JiuJitsu.net: Even though, like, we did, like, a rebranding to Picnic AI lately, but we've actually been on, like, the forefront of using AI
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Will Weisser, JiuJitsu.net: to, digitize and understand patient medical records for a long.
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Greg Buck, PushPress: Huh.
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Will Weisser, JiuJitsu.net: This was, like, before the advent of LLMs. We were using AI for this purpose, but now we've kind of, you know, shifted our focus mostly to LLM-based, models. Now, the, the reason this is relevant is because
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Will Weisser, JiuJitsu.net: Basically, you know, my whole job is…
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Will Weisser, JiuJitsu.net: using, kind of, like, what you call, like, frontier or, you know, very advanced AI models in various.
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Will Weisser, JiuJitsu.net: Especially in my capacity as a software developer, so I kind of understand
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Will Weisser, JiuJitsu.net: At a, you know, at a good level.
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Will Weisser, JiuJitsu.net: How these models work, what their limitations are, what you can accomplish with them.
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Will Weisser, JiuJitsu.net: And I also use them in various ways on my other projects, so we'll talk about that as well.
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Greg Buck, PushPress: Yeah, beautiful. Great intro. And then, like you said.
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Greg Buck, PushPress: You kind of got into the jiu-jitsu scene as just a student. How long have you been practicing? Kind of any, any insights or tips? If you guys don't know, Will is a black belt, so any insights or tips for those of us who are maybe newer on our jiu-jitsu journey, or those of us who are maybe feeling that… that burnout, or any tips on the jiu-jitsu side of the fence?
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Will Weisser, JiuJitsu.net: Well…
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Greg Buck, PushPress: A loaded, loaded question, I know.
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Will Weisser, JiuJitsu.net: No, I mean, it… like, my…
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Will Weisser, JiuJitsu.net: My jiu-jitsu journey is pretty interesting, I think. I spent a lot of time traveling around the country when I was in my 20s and early 30s, just, you know, changing for career and family and stuff, so it took me a long time to move up the ranks, and
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Will Weisser, JiuJitsu.net: I was always, like… I was never, like, super dedicated to it. I was not, like, a pro… I was far from a pro… for a pro athlete. I wasn't much of an athlete, ever.
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Will Weisser, JiuJitsu.net: But, to…
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Will Weisser, JiuJitsu.net: like, I was always very consistent, so I never, you know, I never stopped training. I would always train… try to get in, like, once a week if I could. And then later, once I had settled down a little bit, maybe around, like, late Purple Belt, I started getting into it a lot more. I started, you know.
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Will Weisser, JiuJitsu.net: consuming jiu-jitsu content online and things like that, and I really just kind of got lost in the…
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Will Weisser, JiuJitsu.net: complexity of it, and, like, how profoundly interesting jiu-jitsu is, like, as a martial art. So, that's what kind of, like, started my journey, which eventually, like, coalesced to this book. I started training, like, 5 or 6 days a week, and I eventually found myself at a gym called Movement Art, which is run by Nick Salas and Daniel Myra. They were really…
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Will Weisser, JiuJitsu.net: They were really influential with the book, and just with my jiu-jitsu in general. The…
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Will Weisser, JiuJitsu.net: you could read about some of the stuff in the book, because the book is not all technical, it has, like, little segments of, like, stories and kind of, like, what interesting anecdotes and stuff like that, just to kind of keep it readable. But, I mean, in general, like.
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Will Weisser, JiuJitsu.net: Boy, advice, I mean, it's too general to say, like.
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Will Weisser, JiuJitsu.net: advice, like, for someone who's, like, if you're feeling… I would say this, like, I mean…
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Will Weisser, JiuJitsu.net: jiu-jitsu is a marathon, not a sprint, everyone knows that, you know? And plateaus are just part of learning, so, like, I think, like, a lot of times in jiu-jitsu, when we hit a plateau, we get kind of this desperate idea of, like, I need to change what I'm doing, I need to, like…
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Will Weisser, JiuJitsu.net: I need to find, like, that secret sauce that's gonna, like, get me over the hill, you know? And, like, that's… people spend, like, a lot of money on, like, instructional content and things like that, or they buy books about, like, the theory of jiu-jitsu or stuff. You know, and there's nothing wrong with that type of content, like, of course, it's useful.
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Will Weisser, JiuJitsu.net: But, I would just say that, like, just remember that, like.
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Will Weisser, JiuJitsu.net: the process of learning is inherently slow, because biology changes very slowly, and your brain is a biological construct. So, like, your brain can only make connections between neurons at a certain rate, you know, and it only happens when you're sleeping, so it doesn't even really happen when you're training. And…
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Will Weisser, JiuJitsu.net: You just have to kind of… sometimes a plateau, you know, you can't… it's… there is an easy fix for it that you can find, but oftentimes it's just a question of…
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Will Weisser, JiuJitsu.net: Being consistent and out-training the plateaus.
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Greg Buck, PushPress: Beautiful. Yeah, I think, the cliche everyone hears, and even though it is a cliche, I do think it speaks a lot of truth, right? It's like, the black belt is just the white belt who kept showing up, and I think that is, as cliche as it is, it is good advice, for sure.
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Will Weisser, JiuJitsu.net: Yeah, I mean, I've seen people who, like, went crazy, like, trying to, like, learn everything and, like, you know, buying a million instruction manuals, and, you know, optimizing everything, and, like, after 10 years, they're, like, really good, and then I've seen people who seemingly
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Will Weisser, JiuJitsu.net: put no effort into, like, no extra effort into whatever, they show up, and you know, after 10 years, like, they're really good. It really just depends on your personality and your approach.
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Greg Buck, PushPress: Sure. Yeah, yeah. Beautiful, great. Appreciate that. I think that's great insight from our guests whenever we can have it. But yeah, let's jump into it. So, obviously today we're talking AI.
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Greg Buck, PushPress: And boom, let's get into the content side. So why should we… why should we be thinking… why should we as gym owners or, even athletes in the jiu-jitsu space be thinking about creating content, Will? What's your… what's your take on this?
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Will Weisser, JiuJitsu.net: So, yeah, again, this is my take.
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Will Weisser, JiuJitsu.net: So, I should say up front, like, this talk is not about social media in particular. I'm not a social media guru, right? Like, you know, you can talk to someone who has, like, a really popular social media feed for tips, but I do think it's kind of applicable to social media in the same way, and it's just my… my philosophy as someone who, again, like, you know, I create jiu-jitsu content, like, you know, as…
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Will Weisser, JiuJitsu.net: It's just one of my personal passions.
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Will Weisser, JiuJitsu.net: I think going after content specifically to make money is not a good idea in general. Now, it's not to say you can't make money doing this stuff, of course it's possible, and a lot of it depends on the medium, right? You're doing it, for example. Well, we'll talk about it later, like, different mediums and, like, their capabilities, but…
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Will Weisser, JiuJitsu.net: the problem with making… with trying to make money from the outset is that, A, it's really, really hard, and you'll get frustrated.
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Will Weisser, JiuJitsu.net: And B,
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Will Weisser, JiuJitsu.net: It's not the same… the output you'll get is not the same if your goal is to make money, whereas if your goal is to express something that you really feel like you need to say.
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Will Weisser, JiuJitsu.net: The content that you'll get out of that is way better, and then people will respond to it better.
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Will Weisser, JiuJitsu.net: And that's kind of a prerequisite if you weren't going to monetize it at some point. So, I would say, like, make your primary reason for creating content because you really want to make content, right? Either because it's just something you enjoy the process of doing, or…
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Will Weisser, JiuJitsu.net: Maybe even it's, like, something that, like, you see a need for that is not being filled anywhere else.
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Greg Buck, PushPress: Yeah, I think a quick aside on that is, you know, a lot of people in the jiu-jitsu space now know the PushPress name.
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Greg Buck, PushPress: And not even primarily that we do software, but because of our gear no gi interviews, and we're super fortunate that we have leadership here at our company that was, like, newer to jiu-jitsu, and essentially we wanted to give back to the jiu-jitsu community, right? We're coming into the jiu-jitsu community to offer a service, but we're also a part of the jiu-jitsu community.
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Greg Buck, PushPress: So just being able to have an account that, yes, from time to time, we're going to talk about software because it's what we do, but if you look at the vast majority of our posts, it's interviewing people from the community, getting talked to competitors, you know, young, old.
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Greg Buck, PushPress: World-class athletes, just a hobbyist, and being able to highlight those people and see, kind of.
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Greg Buck, PushPress: how that's really become almost like a goal for some people, to be interviewed by PushPress BJJ is really cool, because, like, when we started doing it, it's like, yeah, let's just interview people, because it's fun.
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Greg Buck, PushPress: So to see that kind of transform that account particularly into this really cool thing in this space has been really awesome to be a part of, and you know.
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Greg Buck, PushPress: that account, I think, is coming in on close to 70,000 followers, and it's only, like, a year old, right? So it's just very natural. We saw something that we thought people would like, and we wanted to give back to the community, and
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Greg Buck, PushPress: Rather than just running your… your very plain, you know.
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Greg Buck, PushPress: SaaS Instagram account that'll have, you know, a couple hundred followers that are our customers, so we really enjoyed that process as well on our end.
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Greg Buck, PushPress: Boop, yeah.
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Will Weisser, JiuJitsu.net: I think I watched, like, 30 of those videos before I even knew, like, what PushPress was.
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Greg Buck, PushPress: Yeah.
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Will Weisser, JiuJitsu.net: You know, which is, like… which sounds, like, crazy, but I mean, like, it's almost like the perfect example of, like, the type of vibe you wanna…
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Will Weisser, JiuJitsu.net: True.
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Greg Buck, PushPress: For sure.
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Will Weisser, JiuJitsu.net: So, yeah. So, but having said all that,
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Will Weisser, JiuJitsu.net: it doesn't mean that there isn't value in content, right? So, to me, the value, the business value of content, if you were a gym owner, for example, is that it builds trust, right? So.
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Will Weisser, JiuJitsu.net: how does it build trust? It gives people a window into who you are as a person by what you have to say. So…
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Will Weisser, JiuJitsu.net: depending on what kind of content you're making, it could be something that just, you know, shows people how you approach jiu-jitsu. But it could also… it's also just kind of an attitude thing, right? Does this person vibe with how you think? And that will come through in your content if it's
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Will Weisser, JiuJitsu.net: original, and it's from you, right? So, you know, I hear this all the time from, you know, I'm friends with, like.
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Will Weisser, JiuJitsu.net: Tons of gym owners, and they all say, like.
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Will Weisser, JiuJitsu.net: such an important thing about running a gym is that the community you're building is, like, a good fit, right? So if you have someone in the gym who just doesn't fit with the gym, it's like, okay, they're a paying customer, but they could be, like, a net negative, right, for the culture as a whole, right?
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Greg Buck, PushPress: So…
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Will Weisser, JiuJitsu.net: In a way, like, cultivating content that, like, expresses who you are as a person or as a business is a really good way to kind of, like, send a signal early
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Will Weisser, JiuJitsu.net: So that, you know, kind of, like, find the right people.
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Greg Buck, PushPress: Right. Yeah, I think something that we see in… in both the CrossFit and the martial arts space, like, I have owned a CrossFit gym for 12 years now, and I think it's very common, I see it in jiu-jitsu as well as CrossFit, is…
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Greg Buck, PushPress: when these guys or gals open their gym, like, what's their goal? It's like, well, I want to train a world champion, or I want to have a world champion at my gym. And, like, that's great, like, not knocking the gym to have multiple world champions, that's very cool, you're doing something right, but I think they would even be the ones to tell you at the end of the day.
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Greg Buck, PushPress: even if you're, you know, the AOJ, where you have 20 world champions in your gym, the vast majority of the people in that gym are not world champions and will never be world champions, so that's all you focus on. You're not gonna have a gym for too long, and I think your content speaks to the same thing. Definitely highlight
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Greg Buck, PushPress: your, you know, your top students and whatnot, but I would say highlighting the mom or dad who can get to class 3 times a week with a busy schedule with 5 kids is… is, I would argue, infinitely more important at the end of the day.
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Greg Buck, PushPress: Because those are the people who are going to keep coming back and keep paying your bills.
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Greg Buck, PushPress: Beautiful. So what can we make, Will?
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Will Weisser, JiuJitsu.net: Yeah, I mean, so…
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Will Weisser, JiuJitsu.net: again, this depends on you, like, there's many, many possibilities. You can break it down by medium, so I just listed, some mediums here, right? Text, which would be, like, books, articles, images, right? And, so, you know, that encompasses, like.
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Will Weisser, JiuJitsu.net: you know, comics or illustrations, things like that. And then audio, which would be, like, these days, podcasts, right? And then you have things like, of course you have video content, everyone knows that. Interactive is where I would say, like.
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Will Weisser, JiuJitsu.net: my website fits in, so this would be apps and websites, essentially, and then, or even games.
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Will Weisser, JiuJitsu.net: That's a cool niche, you know, which I would love to explore one day, but I bet people have really cool ideas for jiu-jitsu video games, and I have a… I have a really good one, but so… but I don't have time to make it, so if you…
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Will Weisser, JiuJitsu.net: If you're interested in writing a jiu-jitsu video game, hit me up, I'll give you that idea for free.
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Greg Buck, PushPress: There we go.
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Will Weisser, JiuJitsu.net: And then you have, hybrid, you know? So, like, this… the word multimedia is kind of like a buzzword from the 90s, which, like, you know, this…
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Will Weisser, JiuJitsu.net: people kind of, like, it became, like, kind of a thing in the 90s, but it doesn't really mean that much. But, you know, the point is, is that you can combine multiple types of medium together. So, like, this would be, like, something like, you have a guide, right? A guide could be, like, a PDF, so it could be, like, a guide for new parents in jiu-jitsu. But what if you then took that PDF and
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Will Weisser, JiuJitsu.net: uploaded to a learning platform, so it became, like, you know, annotated with videos and things like that, and interactive elements, you know? That's exactly the type of thing I was talking about before, where, like, learning platforms are, like, really easy to monetize, right? Whereas, like, ebooks.
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Will Weisser, JiuJitsu.net: you're not really necessarily making them for money. But, you know, again, it just depends on what your passion is and, like, how far you want to go with things.
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Greg Buck, PushPress: Sure. Question for you, because I know, obviously, you've dealt in a lot of these different mediums, writing a book, having a website. I know you… you write articles a lot on, you know, what… what we would call a blog space, right?
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Greg Buck, PushPress: With, a lot of…
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Greg Buck, PushPress: a lot of advice out there for gym owners, they should be doing a blog. And if you're gonna get to this later, that's totally fine, we can pivot and talk about it later, but…
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Greg Buck, PushPress: For someone who's just thinking about, for their gym, starting a blog, I think, especially right now, everyone's like, you gotta SEO optimize, you gotta GEO optimize. Any advice to just your average gym owner who maybe isn't super interested in
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Greg Buck, PushPress: shooting for SEO and GEO, maybe that's a down-the-road goal, but about content, or even just where to get started with starting a blog. Because what I find is, a lot of gym owners, we just need a direction of, like, hey, just do this thing, and do it repeatedly until it's a habit.
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Greg Buck, PushPress: But yeah, any advice on, like, starting a blog for, let's say, a gym or an athlete?
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Will Weisser, JiuJitsu.net: I'm gonna wait till the last slide, because I have a really good tip. I have a really good tip.
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Greg Buck, PushPress: Perfect.
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Will Weisser, JiuJitsu.net: How to do this, but, yeah.
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Greg Buck, PushPress: That's great. Well, we'll wait till then. Perfect.
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Greg Buck, PushPress: Alright, so what's worth making?
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Will Weisser, JiuJitsu.net: Okay, so…
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Will Weisser, JiuJitsu.net: again, I want this talk to be, like, useful, you know, like, I'm talking about my background and, like, my experience, but, like, one of my goals, when I was making these slides was, like, I want to give people, like, like, definite, repeatable frameworks that they can use, right, if they want to do something like this. And the… the what is Worth Making framework is, like.
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Will Weisser, JiuJitsu.net: the first one, right? It's like.
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Will Weisser, JiuJitsu.net: what do I even do? Like, this is, like, kind of, like, a common problem, right? So I have, like, a four-step process that I go through whenever I get an idea for a project. And ideas themselves, I mean, we could talk about, like, the nature of ideas, right? Like.
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Will Weisser, JiuJitsu.net: some people have, like, an idea a week, you know? Like, their brain is just, like, bubbling up, and they're just like, I wish I could do this, I wish I could do that, you know? So, and other people, they might get, like, one idea in their lifetime, and they're like, oh man, like.
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Will Weisser, JiuJitsu.net: this is it, like, this is what I was put on this earth to do, you know, like, finally.
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Will Weisser, JiuJitsu.net: Unfortunately, just because you get that one idea does not actually mean it's good.
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Will Weisser, JiuJitsu.net: So, like, you have to… and the same, of course, goes for people who have one idea a week, right? Like, most of them are probably not going to be good, just, you know, based on… I mean, the idea, like, the odds that you'll get 15 good ideas, you know, every quarter is, you know, really unlikely. So…
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Will Weisser, JiuJitsu.net: it's really good to have, like, a kind of filter for, like, you know, how you assess, like, what your ideas are and what they're worth. So, here's the four-part filter. So, one, define the audience. Now, a lot of people, when they see this, they think it means, how big can my audience be?
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Will Weisser, JiuJitsu.net: I think it's the opposite. You want to focus on ideas that have smaller audiences, because if your idea… if you can only define your audience as
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Will Weisser, JiuJitsu.net: Everybody who trains jiu-jitsu.
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Will Weisser, JiuJitsu.net: everybody who trains jiu-jitsu is very different, right? They're all different people, and they all have, like, different goals, they have different belief systems. I mean, like, it's very hard to find something, some product, or content that's actually going to appeal to so many wide people in a way that, like, really pulls them in and gets them interested.
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Greg Buck, PushPress: Right?
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Will Weisser, JiuJitsu.net: So as a… now, if you go to the complete opposite, let's say your idea is extremely niche, right? Maybe, like, only 5 people in the world actually care about it. Well, maybe that's not optimal, right? We don't want to go too, too niche, but on the other hand, if that's 5 leads for your business, who are, like, really gelling and, like, into what you're doing.
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Will Weisser, JiuJitsu.net: I mean, that's not nothing, you know? That's worth investing some time in, at least. Maybe not, like, the rest of your life, but, you know, it's… it's something. So, I would say, like, when you're defining the audience, you want to think about, like, a smaller audience, but who… an audience that is, like, really, really interested in what you're doing. And that's, like, I think the key to, like, when we were making Jiu-Jitsu.net.
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Will Weisser, JiuJitsu.net: Dan is, like, really focused on the IBGGF, just because, philosophically, that's how he believes, like, competitors should, develop, is through their tournament system. So, the fact that we were focused only on IBGGF, I think, gave us a huge leg up on these other websites that try to do everything, right? Like, all the.
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Greg Buck, PushPress: Sure.
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Will Weisser, JiuJitsu.net: or every… all 50,000, you know, tournaments that run on, Smooth Comp.
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Will Weisser, JiuJitsu.net: If you try to do something like that, it's like, again, it's like jack of all trades, master of none. You're not… the fact that we focus only on IBGGF makes us such experts in IBGF, and we understand, like, the intricacies of their bracketing and their ranking system and all these things that, like, really show people that, like, we're, you know, we are authorities and we know what we're talking about. Step 2.
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Will Weisser, JiuJitsu.net: define the problem, right?
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Will Weisser, JiuJitsu.net: The problem could be as simple as… There's, like, a funny…
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Will Weisser, JiuJitsu.net: you know, I want something funny and interesting to listen to, you know, on the weekend, and I'm kind of out of content, so maybe I'll make my own, right? So, again, con… problem doesn't need to be, like, utilitarian. It can be. It can be, like, definitely, like, man, there's something I need for my gym which just isn't working, and I want to make it, right? That's fine too, but, like, just make sure that, like.
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Will Weisser, JiuJitsu.net: whatever you're building addresses something, right? Some need. And it's better if it's a need that you have, right? If you're just building something for some imagined person.
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Will Weisser, JiuJitsu.net: You're gonna burn out, right?
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Will Weisser, JiuJitsu.net: It's just the way it is.
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Will Weisser, JiuJitsu.net: Three, list existing alternatives. This, I would say, I'll go into again later on the app side, but you just want to be kind of, like, clear-eyed about, like.
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Will Weisser, JiuJitsu.net: like, not necessarily has this idea been done before, because that doesn't matter, right? I don't care if an idea has been done 50 times, 100 times, right? Because if there's a new, unique spin on it, then it could still do what it's doing.
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Greg Buck, PushPress: For sure.
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Will Weisser, JiuJitsu.net: You do need to kind of ask yourself, like, and this again goes to, like, the define the audience question, is like, is this idea…
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Will Weisser, JiuJitsu.net: like… Has this idea,
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Will Weisser, JiuJitsu.net: Been done in the same way, and it's just like, is everyone tired of this?
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Will Weisser, JiuJitsu.net: That's kind of what I think to myself, you know, like, when someone sees this idea, are they going to be like, hmm, okay, are they gonna be like, ugh, that again? Right? If you get that, if you find yourself… and again, be honest, because you don't know everything, you haven't surveyed, you know, everything the entire internet that people do, but if you're involved in the jiu-jitsu community, the martial arts community, you know, whatever, the gym owner community.
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Will Weisser, JiuJitsu.net: you kind of should have a feel of, like, the zeitgeist of what's happening. Try to go against the zeitgeist a little bit, right? That would be my advice. And then…
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Will Weisser, JiuJitsu.net: Four, why are you the right person to make this? So, this one's really important. You know, there's lots of really good ideas. Again, like, my jiu-jitsu game idea…
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Will Weisser, JiuJitsu.net: It's like, I think it's really good, right? Like, I think it passes all these tests, but it's like, you have to look at who you are and your experience, and what makes you the right person to do it. You know, like, it's perfectly valid to have, like, a great idea that's worth doing, but say to yourself, like.
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Will Weisser, JiuJitsu.net: am I bringing something to the table here that makes it worthwhile, right? I think that's, you know, and that's an… that's important, because… and we'll get into why it's important, that's what the rest of the talk is about.
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Greg Buck, PushPress: Yeah, and I think, you know, to learn from definitely my mistakes, and I've seen gym owners do this as well with
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Greg Buck, PushPress: not even just speaking content, but just speaking about starting a business. Like, this is what you would do when you're gonna start a business, like, approaching a potential content push.
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Greg Buck, PushPress: even though it doesn't have to necessarily be a primary business driver for you, you still want it to make sense to invest your time into it, and like, this is essentially the exact framework you would go through of, okay, I want to start a gym. Why are you starting a gym?
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Greg Buck, PushPress: well, I want to start in my hometown. Well, there's 13 other gyms in this town, you know, what about the town over where there's no gyms? You know, just a very…
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Greg Buck, PushPress: basic, due diligence you would do before starting a business, like, it makes sense to do that in content as well, you know? Don't get started on something before you've kind of vetted the idea at least a little bit. So I think this is a great framework. This really resonates to me, and I'll have to, start using that for my own content pushes as well, so that's great.
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Will Weisser, JiuJitsu.net: Yeah, and then just a quick tip, like, whenever I do,
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Will Weisser, JiuJitsu.net: a new project, like, don't bite off more than you can shoot. This is a very common kind of, like, gotcha. People have big dreams, they're like, oh man, we could do this, this, and this, and this. This is a screenshot of the first version of Jujitsu.net. It had nothing on it. It had, like, a ranking board with names and, like, ELO ratings and, like, a couple filters.
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Will Weisser, JiuJitsu.net: And that's how we launched it. We just said, like, hey, check this out, right? Like, we didn't wait until, like, it was huge and had a lot of filters. You know, the only exception to this, like, I shouldn't say because I wrote a whole book, you know, and I got it published, but I'd only… I only did that because I had written other books before, right? So it's like, if you're gonna embark on, like, a
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Will Weisser, JiuJitsu.net: big, giant project. It's possible, but you need to have, kind of, like, the background and the…
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Will Weisser, JiuJitsu.net: the experience to do that. Otherwise, just make something quick, and if you… and if you get good feedback, iterate.
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Greg Buck, PushPress: Yeah, no, it's great.
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Greg Buck, PushPress: Don't, don't take out a million dollar loan to open a gym if you've never done that yet.
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Greg Buck, PushPress: Perfect.
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Will Weisser, JiuJitsu.net: Okay, so…
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Greg Buck, PushPress: Let's take a look at books.
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Will Weisser, JiuJitsu.net: Yeah. No, no, I mean, we'll just go this quickly, because, you know, again, I said it was 45 minutes to talk, it's already been, like, a half hour or so.
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Greg Buck, PushPress: You're good, brother.
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Will Weisser, JiuJitsu.net: Okay, so… but I just want to talk about, like, my personal experience with, like, the stuff that I've done, because, like, that's where I have the most, again, like, authority. Like, why would you want to write a book? I actually think that, like, most gym owners that I know are, like, really interesting people.
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Will Weisser, JiuJitsu.net: Like, just, they tend to be, like, they tend to have, like, really interesting life stories in one way or another. So, maybe you want to tell your story, like, that's a good reason to write a book.
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Will Weisser, JiuJitsu.net: But I would say that, like, don't write… definitely don't write a book if you want to make money. Now, you know, like, I already said this earlier in the talk, like, just in general, it's, you know, you don't want to go after money at the beginning, but books are a really bad way to make money, because…
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Will Weisser, JiuJitsu.net: You know, reading is become, like, a niche hobby these days, and also, like, the margins, especially on a printed book, e-books are different, but, like, e-books are… even ebooks, like, they're pretty cheap, right? People sell, like, you know, an e-book for, like, $2 or something like that. The margins are just…
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Will Weisser, JiuJitsu.net: not very good on them. And especially the margins are not good if you factor in the amount of work it takes to write a book. Like, they are high effort, right? But the good thing about books is that they are strong authority builders, so if you can write a book, and you can pull it off, and you have something to say, then…
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Will Weisser, JiuJitsu.net: it definitely does give you a lot of space to show yourself and show what you're all about, as opposed to, like, you know, a blog, whatever, you know, a social media feed, little things like that. You just have… it's like a short story compared to a novel. You have very little space, so you can still accomplish something, but
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Will Weisser, JiuJitsu.net: you know, people are in and out, it's not like they… how they get invested in a book. And maybe we'll talk… I mean, traditional versus self-publishing, let's not get into that right now. I mean, if people want to know about traditional versus self-publishing, I have experience in both, and why you would choose one or the other, but we'll save that for the Q&A. I don't want to get into.
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Greg Buck, PushPress: Perfect.
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Will Weisser, JiuJitsu.net: Alright.
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Greg Buck, PushPress: Alright, let's talk apps and websites.
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Will Weisser, JiuJitsu.net: Right, so this is my other area of expertise, obviously. Here's the thing about apps.
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Will Weisser, JiuJitsu.net: there's too many apps. I'm sorry, like, this is, like, my one tip about apps. Dude, if you have an idea to make a BJJ training journal, or a, a location map of all the open mats in your city, or just, like, a kind of, like, an encyclopedia of jiu-jitsu technique videos.
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Will Weisser, JiuJitsu.net: Please do not do that. I mean, enough. Guys.
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Will Weisser, JiuJitsu.net: Again, there are… I'm sure there are good jiu-jitsu app ideas out there, like, I… there have to be, like, infinitely many good ideas, but, like, people, we don't need any more of these. Like, and this is the kind of problem with apps, is that, like.
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Will Weisser, JiuJitsu.net: they become, like, very easy to make these days, I guess, with AI, but, like…
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Will Weisser, JiuJitsu.net: apps… there's an art to making, like, an engaging app, right? And I would say, like, one of them is…
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Will Weisser, JiuJitsu.net: putting too much crap between your users and what they need to do with the app. So, the first thing I do whenever I see, like, one of these, like, new, you know, like, hey, check out my new app, I go to their homepage, and it says, like, please log in, right? It's a big login box. No one wants to log in. No one wants to make a login. If they make a login, you have their email address, and you can spam them, right? And it's just one more thing they have to remember, or, like, one more thing that they're tying their Google
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Will Weisser, JiuJitsu.net: account to, like, and they don't even know, really, what your app is all about. Like, maybe you have a splash screen or something.
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Will Weisser, JiuJitsu.net: Just give them the thing that they're looking for, right?
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Greg Buck, PushPress: Yep.
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Will Weisser, JiuJitsu.net: put it on right in the front page, no click-throughs, no nothing like that. And if they like it, they like it, and then later, if you need a feature that really does require a login.
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Will Weisser, JiuJitsu.net: you can… you can add that stuff, right? We still haven't added it to Jujitsu.net, honestly, but, like, maybe we will someday. So that, you know, that's, like, part of the thing for apps. And also, I would say, just for apps in general, when I say app, I mean, like, like.
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Will Weisser, JiuJitsu.net: you know, an app or a website, right? Or you can use… Sure. You can…
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Will Weisser, JiuJitsu.net: do what you call, like, a progressive web app, which is really a website, but it behaves like an app on a phone. But just don't forget that people still use computers. Like, I think, like, a lot of gym owners, maybe they're not super technical, and they just, like, they're on their phone all day, I get it, so it's like, when they imagine an app, they imagine something on their phone, but actually, like.
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Will Weisser, JiuJitsu.net: Yeah, peop- like, you'll get a lot of engagement from people who use, laptops and PCs, because.
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Will Weisser, JiuJitsu.net: Yeah, they're nerds, you know, and they like to be on the computer all day, yeah.
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Greg Buck, PushPress: For sure. I always, I always joke about, as a very tried and true millennial.
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Greg Buck, PushPress: There are some things, even today, as I've worked in the tech space for, you know, coming up on 4 years now, there are some tasks that are computer tasks, and some tasks that are phone tasks.
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Greg Buck, PushPress: Like, even though I know I can buy my airline tickets from my cell phone.
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Greg Buck, PushPress: whenever I need to travel for work, I do that on the computer. And I think it's very similar, like, for a website, particularly with a gym. Yeah, some people will find you on their phone, but a lot of people, when they're sitting down to be like, okay, what are the gyms around me? A lot of them are doing that from their computer. So, like, yes, optimize your website for mobile 100%, but it still needs to look good on a computer.
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Greg Buck, PushPress: Yeah.
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Greg Buck, PushPress: Beautiful.
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Will Weisser, JiuJitsu.net: Okay, so, now we'll move on to the second part of the talk, which is, like, how do I actually do this, right? Like, and specifically focusing on AI, because
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Will Weisser, JiuJitsu.net: AI has basically changed, completely upended how content creation works just in the past, like, you know, year or so, which is pretty crazy, but that's the world we live in. So I want to talk a bit about,
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Will Weisser, JiuJitsu.net: AI and what are AI models good at, and what are they bad at, right? So, a lot of what you see online when you think of, like, bad AI content is people using AI for something… not that it's not meant to be, but that doesn't play to its strengths.
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Will Weisser, JiuJitsu.net: And what these models are bad at, right? This is, like, when you think of, like, an image generating model, or an LLM is also a generating, so-called generative AI model, right? The word generative
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Will Weisser, JiuJitsu.net: Sorry. The word generative, is kind of a technical term for how these models operate, but
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Will Weisser, JiuJitsu.net: they're actually really bad at generating content. Like, in terms of, like, meaning, like, if you use them in a sense of, like, hey, I need some content, model, give me content and I will post it.
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Will Weisser, JiuJitsu.net: That's not what they are good at. Now, they are good at, like, creating stuff. They're good at, like, outputting data.
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Will Weisser, JiuJitsu.net: But they are not good at making content, because AI models have no creativity, and they have no taste.
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Will Weisser, JiuJitsu.net: Those things are really important when it comes to content creation, and the reason they have no creativity and no taste is because those are things that come from
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Will Weisser, JiuJitsu.net: us, from our personal human experience. You cannot have taste without having experienced things, and having
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Will Weisser, JiuJitsu.net: Seeing how they affect you, and developing your own
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Will Weisser, JiuJitsu.net: preferences, your own tastes. So, an AI model cannot experience anything, so it cannot have taste, and therefore, it cannot give you good content, except maybe by accident, but that's, you know, very unlikely.
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Will Weisser, JiuJitsu.net: what are they good at? An LLM, in particular, is…
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Will Weisser, JiuJitsu.net: really good at understanding logical problems, and I think this is something that a lot of people don't understand, and it's actually kind of an ability that they've gained rather recently. Like, I mean, like, this year. These models have become, like, frighteningly good at understanding logic. Better than humans, in fact. I mean, there was a paper, recently
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Will Weisser, JiuJitsu.net: Where a mathematician had used an AI model to solve the Jacobian conjecture, which is, like, these, like, 100-year-old unsolved mathematical, 200-year-old unsolved mathematical problems.
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Will Weisser, JiuJitsu.net: That involves, like, you know.
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Will Weisser, JiuJitsu.net: again, people have been trying to solve this problem over and over again, and LLM did it like that. So…
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Greg Buck, PushPress: Check.
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Will Weisser, JiuJitsu.net: They're actually really good at, like, understanding logic.
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Will Weisser, JiuJitsu.net: They really are thinking these days, which is a little scary, I'll admit, but we want to put them to work in that way, where if we have kind of, like.
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Will Weisser, JiuJitsu.net: something that requires, like, kind of, like, some difficult untangling of some kind of thorny problem, we can throw them at that problem and have them propose solutions. They don't necessarily always propose, choose the right solution, because again, that could be a matter of taste.
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Will Weisser, JiuJitsu.net: But if you're totally stuck, they can give you a bunch of solutions, and then the right one is often really obvious.
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Greg Buck, PushPress: Right. You picked the best one, yeah, for sure.
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Greg Buck, PushPress: Perfect.
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Will Weisser, JiuJitsu.net: So…
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Greg Buck, PushPress: AI line.
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Will Weisser, JiuJitsu.net: Yeah, so this is the concept of the… so this goes into the,
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Will Weisser, JiuJitsu.net: the concept of the AI lot, right? This is what I call, like, how do… how do I know whether to deploy AI at a part of a problem? So…
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Will Weisser, JiuJitsu.net: the test is this. If the content you're making, that the AI is producing, is the product, in other words, it is what people are consuming.
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Will Weisser, JiuJitsu.net: it should come from you, right? So, examples, books, essays, you know, like, things about your teaching philosophy, stories, your opinion.
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Will Weisser, JiuJitsu.net: it should come directly from you. Don't let the AI write that. Now, what about an app?
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Will Weisser, JiuJitsu.net: the AI can produce code for your app.
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Will Weisser, JiuJitsu.net: The consumer never sees that code.
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Will Weisser, JiuJitsu.net: From their point of view, the code is invisible.
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Will Weisser, JiuJitsu.net: what is the… what is the value of an app? It's the idea, it's the design, right? It's the judgment of what features should go in and what shouldn't, right? So that comes from you. But if you want to use an LLM to write code for your app.
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Will Weisser, JiuJitsu.net: it's only gonna make you, like, a thousand times more productive, and the user is not going to see any of that, right? Because code… again, code is, like.
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Will Weisser, JiuJitsu.net: Code is not like a book or a novel, right? It's not like something that people are consuming. It's supposed to be boring, right? It's supposed to be structured and not exciting. If it's too exciting.
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Will Weisser, JiuJitsu.net: it's probably not gonna work, it's gonna crash a lot, right? So that's why… that's why LLMs are so good at producing code, and so bad at producing
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Will Weisser, JiuJitsu.net: You know, social media posts.
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Will Weisser, JiuJitsu.net: essays, things like that, poems. And also, when we have… we get into the idea of AI agents, which are essentially LLMs that are hooked up to
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Will Weisser, JiuJitsu.net: facilities that let them do various things, right? Let them, interact with websites, let them, I don't know, like, convert files, things like that. They can really help with this type of thing, because again, when you're thinking about, like, the types of busy work that you need to run a gym, right?
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Will Weisser, JiuJitsu.net: You have all these different tasks and ancillary stuff that you're doing all day.
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Will Weisser, JiuJitsu.net: These are logical problems. You need to understand what you're trying to do, but it doesn't take any creativity, right? It's just busy work. And that's what an AI agent can really help you with, right? Is, like, ancillary tasks that you need to produce this content.
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Will Weisser, JiuJitsu.net: But… which aren't directly part of the content themselves.
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Greg Buck, PushPress: For sure.
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Greg Buck, PushPress: Here we go.
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Will Weisser, JiuJitsu.net: Yeah, so let's get into this idea. So, like, I use these baseball posters because, that showed up on my feed one day. I don't know, like, the algorithm just decided, like, I was into baseball, and
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Will Weisser, JiuJitsu.net: So, because I didn't want to call anybody out. Everyone's seen these posters in jiu-jitsu. Everyone's using these posters. And it's very interesting, because when I click into the comments of these posters.
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Will Weisser, JiuJitsu.net: you see, like, these amazing debates happening. Just on, like, some random guy's Instagram feed for his gym, they're having, like, these, like, deep philosophical debates about, like, the ethics of using AI and, like, you know, like, or the utility of AI and stuff like that, and it's like… and I always read these debates, and I think, like, both sides are really making excellent points here, aren't they? Like, it's not really clear-cut, and the reason is that, like, a poster really sits in that gray area, right?
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Will Weisser, JiuJitsu.net: So when I talk about the AI line, sometimes it's really clear where something sits. It could be, like, way above the line or, like, way below the line. But this is something where, okay, is it content? Well, people are seeing it, right? They're viewing this as representative of you and your business. So, whatever you put up on your social media feed is something that is reflective of you. And if people see something like this, and they think.
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Will Weisser, JiuJitsu.net: well, this is ugly, this took no effort, you know. If they put no effort into their poster, right, and I think… go to the next slide, I'll talk about the,
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Will Weisser, JiuJitsu.net: Bullet points, right?
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Will Weisser, JiuJitsu.net: if you rush… if you put no effort into this poster advertising your event, why should I think you put any effort into the event, right? Now, the other side of that thing is, listen, it's a poster, right? Like, and I'm very busy, I have a lot to do, I'm not expecting you to, like.
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Will Weisser, JiuJitsu.net: you know, judge me or my business by my poster. So, again, I can see both sides, I think it's an interesting debate, and I think, like, it just comes down to your personal belief system and, like, where you stand. You should just decide these issues for yourself. But the point I'm trying to make is that
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Will Weisser, JiuJitsu.net: the reason why it's so hard to figure this stuff out is because it is a gray area. There's no one who's ever going to be able to tell… I mean, unless you take, like, a really principled stand, like, you know, AI is just evil and we should never use it, no one can ever tell you exactly where the line stands, so it's something that you have to be aware of and use your judgment about.
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Greg Buck, PushPress: Yeah, I think that's great insight of… and I guess I had never really thought of it that way, how the poster kind of does live in that gray area. That's a great insight, because…
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Greg Buck, PushPress: You know, if you're putting up videos that's clearly AI, 99% of the time, you're getting pushback on that, but the poster does seem to be kind of like, both sides see it, you know? My argument as a gym owner is, like, listen.
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Greg Buck, PushPress: Like, if I used an AI poster, it's like, like you said, I'm really busy, I want to put my time and effort into running the best event I can, etc, so I can spend 5 hours building this poster that probably looks, if I'm doing it, worse than if I used AI to do it.
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Greg Buck, PushPress: And now I sunk 5 hours away from maybe making that event better. But like you said, I see the other side as well. It's like, well, if you don't care enough to make your poster, then why do you care about the event? Yeah.
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Will Weisser, JiuJitsu.net: Now, here's a good trick, though, right? We're talking about the AI line again. So, when I needed a poster for my book, signing party.
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Will Weisser, JiuJitsu.net: I told AI, like, make me a really good-looking poster for a book signing party, and then…
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Will Weisser, JiuJitsu.net: they gave me a poster, and I just put it on one side of my monitor, and I recreated it on the other side, by hand.
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Greg Buck, PushPress: Smart.
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Will Weisser, JiuJitsu.net: Why? Because I don't really know what a good book signing poster looks like. I just needed an idea for, like, a layout.
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Will Weisser, JiuJitsu.net: Yeah. But then I wanted to give it that kind of, like, hand-made feel.
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Greg Buck, PushPress: Yeah.
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Will Weisser, JiuJitsu.net: Right? So…
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Greg Buck, PushPress: Yeah, that… yeah, that's a great… that's a great, like, hack, or a… right, a great way to use the tool, for sure.
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Greg Buck, PushPress: Beautiful.
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Will Weisser, JiuJitsu.net: So, yeah, and then just going into that idea. So, like, again, this idea of, like, playing both sides, right? I wrote a whole book. I wrote every word in this book, you know.
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Will Weisser, JiuJitsu.net: by hand, because that's, you know, I feel… I felt like it's really important… when you're writing a book, I feel like it's really important to do it that way. But…
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Will Weisser, JiuJitsu.net: there were so many things I had to do to get this book published. Getting a book published is not a fun process. Like, you have to write these synopses and these book proposals, and each publisher wants a different format, and let me tell you, if you've just written, like, a 50,000-word book.
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Will Weisser, JiuJitsu.net: you do not want to sit down and write, like, a chapter-by-chapter synopsis of the book. Like, it's just an annoying thing to have to do. So, ChatGPT helped me a lot with, like, any type of, like, ancillary material I needed for the publishing process, and there's a lot of it, right?
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Will Weisser, JiuJitsu.net: And the same thing with running an app. So, like I was saying, when you're running a gym, there's all these types of things. Running a website is no different, right? Like, what is SEO? I don't know what SEO is. Okay, you know, like, help, you know, help me out, set me up with this. Like, all these different things, the services that we use, Cloudflare, WordPress, right?
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Will Weisser, JiuJitsu.net: again, super helpful, even if it's not just directly writing code, right? But of course, the code for the website does come from LLMs, particularly what we call these agent platforms. So, Codex is the agent platform from ChatGPT. Claude is another really popular one from a company called Anthropic. I've used them both.
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Will Weisser, JiuJitsu.net: I also used, these platforms to translate our website into Portuguese, because I really wanted the website to be
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Will Weisser, JiuJitsu.net: bilingual, I'm not bilingual. Would I translate a book this way? No, I would not.
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Will Weisser, JiuJitsu.net: Could you? Yes, because LLMs are extremely good at translating, but, you know, not good enough to where I would trust myself to put my name on a book that was translated by an LLM.
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Will Weisser, JiuJitsu.net: do I care if my website is translated by an LLM? Hell no. I mean, like, again, it's just a bunch of… it's like, file, cop… you know, like… I mean, it's just a bunch of technical terms, like, it's not gonna make a difference. This is exactly… this is such a great example of, like.
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Will Weisser, JiuJitsu.net: Playing both sides and using those gray areas, right?
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Greg Buck, PushPress: Yeah.
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Will Weisser, JiuJitsu.net: And the other thing is, like, brainstorming. So, like, again, going back to this idea of, like, solving the Jacobian conjecture is, like, there were a bunch of things in this book. It's a highly technical book, and one of the things that's difficult about writing a book like this is making sure that your ideas are clear, right? That people can follow your train of thought. Because, of course, in your head, it seems so obvious.
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Will Weisser, JiuJitsu.net: But one of the things you learn when you write books in general is that the things that you think are obvious, people will read it and be like, what the hell are you talking about?
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Greg Buck, PushPress: Yeah.
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Will Weisser, JiuJitsu.net: really help as, like, a sounding board, and it can also just help you, like, there was one particular section of the book where, like, I was just really having trouble, like, how can I weave this argument in, like, a simple way that makes sense, right? And I went through this
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Will Weisser, JiuJitsu.net: really, like, for hours, like, going back and forth with AI, and we'll talk about why it's so useful to use AI in this way in a second, but, yeah, so that's another way.
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Greg Buck, PushPress: Perfect.
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Will Weisser, JiuJitsu.net: So, like, and this kind of goes by,
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Will Weisser, JiuJitsu.net: I'll get to the last thing, but, like, I just wanted to give some tips about how to use AI agents in general. Again, there's a lot of good AI agent platforms, you know, I can show you. I can even, like, give you guys some good YouTube channels and stuff about how to use them. But I think, like, the most common mistake people make when they use AI to create things is just asking for too much. So, like, you would never want to go to an AI agent and be like.
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Will Weisser, JiuJitsu.net: make me an app, right? Right. You can do that. People call it one-shotting. That's, like, a term in, like, the AI creator space.
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Will Weisser, JiuJitsu.net: But it's just, like, it's one of those, like, you know, nonsense terms that mean nothing, essentially. Like.
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Will Weisser, JiuJitsu.net: One-shotting is stupid. It doesn't make any sense, and it doesn't play to these,
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Will Weisser, JiuJitsu.net: to these agents' strengths, and the reason for that is something called… well, there's a few reasons, but, like, one of the major reasons is the context window. So, an AI agent is… or sorry, an LLM is stateless. It has, like, no context about what you're doing, and everything that you're telling it, it looks like a dialogue where you're saying, like, hey, do this, and then it answers, you say something, it answers, but really what it's doing is it's feeding back that entire conversation.
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Will Weisser, JiuJitsu.net: every time you hit the enter key. And it has a limited amount of text that it can process, and actually, as you process more and more text, it gets dumber and dumber. Just like a human would if you tried to get it to, like, memorize a really long.
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Will Weisser, JiuJitsu.net: book, right, off the top of its head. Eventually, as you go through, you'll just start forgetting things, and you'll just start getting answers wrong, right? AIs are the same. So that's why you use this Ralph Wickham technique, which is, like, you do one thing.
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Will Weisser, JiuJitsu.net: you…
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Will Weisser, JiuJitsu.net: kill the process, you, like, turn it off, you reset it, and then you start again with fresh contacts.
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Will Weisser, JiuJitsu.net: And there's also other ways, like, there's this thing called sub-agents, which is where, like, the agent will, like, delegate a task to another agent, which saves, like, a bunch of contacts.
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Will Weisser, JiuJitsu.net: If you're a business owner and you're familiar with delegating things, you can imagine that, like.
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Will Weisser, JiuJitsu.net: there are pluses and minuses to this approach. All of this is, like, really cutting edge and cool. There's these other ideas called, like, workflows, goals, and so forth. I encourage everyone to get into this stuff. You can actually kind of get lost into this stuff, but the most important thing is just, like, when you're doing anything with an AA agent, break things down into steps and go step by step.
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Will Weisser, JiuJitsu.net: What if you don't know what the next step is? I don't know what, like, I've never made an app before, I don't know what the steps are to make an app. Well, guess what? The agent can tell you what the steps are. So, you have it break down. If you were doing this task, how would you break it down into steps? It tells you, okay.
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Will Weisser, JiuJitsu.net: How would we break down step one? Okay, why don't you start on the first part of step one? And just go through it like that.
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Will Weisser, JiuJitsu.net: If you're getting lost, right, if it's saying, like, do this, do this, and you're like, wait, wait, what are you talking about? You can just stop it and be like, can you explain more about what you wanted to do next? Here's the thing about agents, and, you know, the reason why I was using it for this section of my book, as opposed to just, like, you know, going to a human and trying to do the same process with them.
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Will Weisser, JiuJitsu.net: Ais never get bored or irritable, right? They never get tired of answering your dumb questions.
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Will Weisser, JiuJitsu.net: you know, and this is very unlike the process of working with a human, and this is where I think this common mistake comes from, of asking for too much. If you were to delegate something to a human programmer, right, like you hired someone to make an app.
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Will Weisser, JiuJitsu.net: You would tell them what you wanted, and then they would not expect you to stop in at every step of the process and be like, hey, what's going on? What's this? You know, what's that? They would… their brain would explode, right?
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Greg Buck, PushPress: Are you thankful.
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Will Weisser, JiuJitsu.net: you know, F this guy, I need to get the hell out of this contract as soon as possible.
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Will Weisser, JiuJitsu.net: AIs are not like that. They can sit there, and they will entertain you for
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Will Weisser, JiuJitsu.net: Ever. Whatever you want to ask them, and they never get tired. And this is a big problem, actually, when working with these things, is because they don't… like, you'll look at the clock, you'll be like, oh my god, it's 11 PM, like, I gotta go to bed, but this guy's, like, he's just ready to go, ready to go, ready to go, right? So, you do need to kind of, like, cut off yourself sometimes when you get into working… into these kinds of workflows.
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Will Weisser, JiuJitsu.net: But in general.
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Will Weisser, JiuJitsu.net: it's very under… important to, like, understand this facet of working with AI and use it to your advantage, right?
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Greg Buck, PushPress: Yeah, no, that's huge. I think, that's something I've even fallen victim to, is, like.
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Greg Buck, PushPress: getting too far down in a… we use a lot of, Claude. So, like, getting too far into working on something on Claude, I'm like, wait, I had a pretty good project I was working on, and then I took one step too far, and it's like, wait, now you jacked it all up, and it's because, you know, the context window shifted. And then, like, if you don't know how to look for that, like, you can definitely…
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Greg Buck, PushPress: Almost set yourself back from how far you got into a project.
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Will Weisser, JiuJitsu.net: Hmm.
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Will Weisser, JiuJitsu.net: Right, and that's why we use… that's why in dev we use,
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Will Weisser, JiuJitsu.net: what are called our, our version control systems. So, like, this is another trick, like, I mean, we could get into, like, various tricks, but, like, if you have stuff checked into a version control system, like, I never ask an AI to undo something, so, like, if the AI messes up, and this happens all the time, like, it'll just misunderstand me, or it'll just be, like, I'll…
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Will Weisser, JiuJitsu.net: you know, futsy and it does the wrong thing, I don't say, undo what you just did, because that's just a waste of time. I just kill the process, I undo it, I revert back to an earlier version, and then I just… I just tell it to do the same thing again, but, like, differently, right?
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Greg Buck, PushPress: Sure, yeah.
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Will Weisser, JiuJitsu.net: not do it. And then I'm using a fresh context window, so it's probably going to be much better. Okay, and then the one more user trick. So this is what we alluded to way back in the beginning.
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Greg Buck, PushPress: Yeah, yeah, perfect.
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Will Weisser, JiuJitsu.net: how do you start a blog, right? Like… like, how do you… I don't know, I gotta write a blog every day? Listen, you have to drive to your business every day, right? Now, if you… if you're, like, a minute… if you live, like, next door to your business, you're lucky, right? But, like, a lot of… I know a lot of gym owners that drive, like, 20 or 30 minutes to their,
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Will Weisser, JiuJitsu.net: To their gym every day.
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Will Weisser, JiuJitsu.net: Get a little mount for your phone, right? Put it, like, somewhere on your dashboard, not directly in your line of sight, but, you know, somewhere off to the side. Go open notes, and click the microphone next to…
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Will Weisser, JiuJitsu.net: Next to the, you know, next to the keyboard, and then just start talking. Just do, you know, just say whatever's on your mind that day. Text-to-speech is very good. It's not great, I mean, it makes tons of mistakes, especially with all, like, the road noise coming, you know, depending on what kind of car you have, I guess. But I wrote an entire
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Will Weisser, JiuJitsu.net: non-fiction jiu-jitsu book this way. I wrote…
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Will Weisser, JiuJitsu.net: almost all of the book driving to my gym, because I live really far away from Movement Art. I live, like, 45 or 50 minutes away, and a lot of the impetus for writing this book was just filling that time.
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Will Weisser, JiuJitsu.net: So, and what you'll end up with is a lot of junk, like, it'll be unformatted, it won't have paragraphs, it won't have, like, good punctuation. For a blog, just tell an LLM to clean it up. Just be like, this is some stuff I dictated, it has a bunch of,
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Will Weisser, JiuJitsu.net: a bunch of, like, you know, typos and things like that, just clean it… infer what I meant by what I was saying, and just clean it up and make it into a nicely formatted blog post. Boom. I didn't do that for the book, because again, when you do that, the LLM will insert a bit of its own voice into the text, which, you know, is,
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Will Weisser, JiuJitsu.net: it's not just… it's not just bad because, like, people will see it and be like, oh, that's AI. It's bad because, like, its voice is, like, just kind of, like, grating.
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Greg Buck, PushPress: Yeah.
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Will Weisser, JiuJitsu.net: Again, your voice, like, as an author or as someone who's writing, don't underestimate the importance of your voice, right?
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Will Weisser, JiuJitsu.net: Which encompasses things like your word choice, the cadence of your sentences, things like that. That's all really central to your personality, and especially when you're writing, like, you want that stuff to, like, shine out and come through. That's always, like, the main goal when you're doing content.
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Will Weisser, JiuJitsu.net: Which kind of leads into our next slide, I think.
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Will Weisser, JiuJitsu.net: Maybe.
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Greg Buck, PushPress: Yep.
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Will Weisser, JiuJitsu.net: Yes, perfect. So…
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Will Weisser, JiuJitsu.net: just to summarize everything we've said, right? Make something small first, don't bite off more than you can chew.
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Will Weisser, JiuJitsu.net: Make sure it's worthwhile, meaning that four-point, framework that I gave before. Maybe you can sell it. Again, some types of media are easy to sell, right? We all know, like, BJJ Fanatics made millions and millions of dollars selling videos online.
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Will Weisser, JiuJitsu.net: You know, that's… online courses, online videos, you know, relatively easy to monetize. I wouldn't say easy, but relatively easy, right? But most other types of content, they're not going to make you money right away. Social media, don't expect to make money on your social media feed right away.
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Will Weisser, JiuJitsu.net: Content can always sell you if it comes from you, and if it's a genuine
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Will Weisser, JiuJitsu.net: outflow of your personality, right? And then the rest of the talk was about understanding the AI line, and which parts of your project lie above or below it, and understanding that some parts kind of can be a gray area in the middle, and for almost every project.
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Will Weisser, JiuJitsu.net: Some parts might be bespoke, some parts might be automatable, right? And we shouldn't just…
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Will Weisser, JiuJitsu.net: you know, I mean, if you want to be dogmatic about it, again, that's your own personal ethical preference, but for me.
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Will Weisser, JiuJitsu.net: I try to be more, you know, I try to understand things and use them to their best capabilities. Because that's, again, that's what it's about, using AI for what AI is good at, right? Not what you're bad at, otherwise you're just fighting against the nature of the beast, right?
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Greg Buck, PushPress: Yeah.
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Will Weisser, JiuJitsu.net: And then, yeah, so if it's above the line, you make it special by putting yourself into it. Below the line, use as much automation as possible, because, man, we all, you know, we're all busy.
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Greg Buck, PushPress: For sure.
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Will Weisser, JiuJitsu.net: we got stuff to do, we gotta get it done. And and if you take away nothing else from this talk.
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Will Weisser, JiuJitsu.net: Just please don't make any more journal apps.
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Will Weisser, JiuJitsu.net: Enough already, guys. We have a place to journal our jiu-jitsu. It's called paper. You don't need to do it on your phone, first of all. And secondly, don't make a jiu-jitsu ranking ELO site, and don't make a gym management software either, because we…
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Greg Buck, PushPress: There you go.
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Will Weisser, JiuJitsu.net: Two of us, we got that covered, so…
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Greg Buck, PushPress: We got that locked. No, this was great, man. I think this was awesome. I… you know, I think AI, obviously, is a very hot-button topic these days, obviously, in news, and…
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Greg Buck, PushPress: Just in social circles, so…
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Greg Buck, PushPress: I've never really heard anyone break it down the way you did today, about, like, hey, this is where it's appropriate to use AI, and here's where it isn't.
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Greg Buck, PushPress: And I think that's so helpful for gym owners, because… and even athletes are just content creators, because, like you said, everyone is so busy, and if they're not using AI, they probably feel like they need to be using AI, and maybe are falling behind. So hopefully they hear some of this advice today of.
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Greg Buck, PushPress: hey, you should be using AI, but before you just start doing everything AI, let's look at where you should be using it effectively, and
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Greg Buck, PushPress: you know, I just think that's such great advice to take away from today's call, so that was incredible. I really appreciate your insights on all of this.
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Greg Buck, PushPress: And then before we get into Q&A, obviously we're gonna plug, PushPress. We're lucky enough to work for a company that allows me to bring in speakers like Will to give us these insights as athletes, content creators, and business owners. If you are a gym owner, whether that's jiu-jitsu.
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Greg Buck, PushPress: CrossFit, Taekwondo, any kind of martial arts, we do it all. If you need help with any of your processes around billing, member management, website, CRM, we do a bit of it all, so…
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Greg Buck, PushPress: feel free, scan that QR code if you'd like to jump on a call with our team. I think something a bit unique about us is a lot of us come from the spaces we work in. I, myself, am a jiu-jitsu brown belt. I've also owned a CrossFit gym for 12 years. So, you know, we're a part of our communities that we like to speak to and, you know, give back to you guys, so…
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Greg Buck, PushPress: Anything we can do to help on that end, on the business end, please feel free to reach out. And then we're gonna open it up for Q&A. I know the one big Q&A, because we're short on time, is going to be… I would love for you to talk a little bit
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Greg Buck, PushPress: because I don't know many authors. Tell me a bit about the traditional versus the, self-published route for writing a book.
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Will Weisser, JiuJitsu.net: Right, so…
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Will Weisser, JiuJitsu.net: I won't get into the history of it, you know, like, back in the day, it was, like, there was no such thing… well, there's always been such a thing as self-publishing, right? But self-publishing was not considered, like, a kind of, like, a legitimate way to publish a book. It was, like, something that Cranks did, right? You know, it's just like, but, these days, self-publishing is…
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Will Weisser, JiuJitsu.net: you know, an industry in its own right. There's so many platforms that can help you publish your own book, and you know,
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Will Weisser, JiuJitsu.net: Of course, the main one I was going to mention just flew out of my mind, but I'll get to it.
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Greg Buck, PushPress: good.
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Will Weisser, JiuJitsu.net: But the, the main thing about self-publishing is that
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Will Weisser, JiuJitsu.net: You have control over the, the…
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Will Weisser, JiuJitsu.net: how your book gets published. It doesn't mean that you have to do everything yourself, right? And this is… you can kind of get into something called hybrid publishing, which is essentially just, like, subcontracting, you know, things like,
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Will Weisser, JiuJitsu.net: you know, cover layout, editing, you know, page layout, you know, all these things that… all these, again, ancillary tasks that you need to be able to do to publish. You don't have to do all that stuff yourself, you can hire other people to do it, but when you self-publish, you keep all the proceeds, all the revenue from the book, whereas.
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Greg Buck, PushPress: Right.
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Will Weisser, JiuJitsu.net: Me, as a traditionally published author.
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Will Weisser, JiuJitsu.net: I get a very small royalty for each book sold. It's not gonna be, like, I mean, like, the amount… I don't do this to make money. Like, I don't do the book as, like, a monetary thing. Like, it was really just, like, a passion project, and…
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Will Weisser, JiuJitsu.net: you know, it's not gonna come anywhere close to being, like, a main source of income for me. Just like, you know, you worked really… I mean, I'm sure everyone, like.
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Will Weisser, JiuJitsu.net: everyone worked really hard to, like, make their gym a success and, like, make it into, like, something that's a viable income, which not everyone can do, right? But, you know, lucky enough to be able to have that as your main source of income, you know, that's great. But…
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Will Weisser, JiuJitsu.net: again, like, don't think that, like, you're going to make a ton of money publishing books, even self-publishing. The… the…
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Will Weisser, JiuJitsu.net: the big benefit of going traditional publish is this just wider distribution, so… Right.
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Will Weisser, JiuJitsu.net: If your publisher can get your book into, like, bookstores.
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Will Weisser, JiuJitsu.net: that will, you know, that's, like, where the real money is in publishing. It's just people walking into a store, looking around and seeing, like, I want that, right? You're infinitely more visible that way than you would be on Amazon, where you're competing with a trillion other books.
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Greg Buck, PushPress: That makes sense.
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Will Weisser, JiuJitsu.net: But, on the other hand, very few traditionally published books even get it… make it into bookstores. So…
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Greg Buck, PushPress: Right.
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Will Weisser, JiuJitsu.net: it's really more about, like, credibility. Like, for me, it's like saying, like, look, this publisher
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Will Weisser, JiuJitsu.net: they've been around for 40 years, you know, publishing martial arts books, they vouch for it, right? They've gone through with a fine-tooth comb, you know, we went through, like, 7 editing passes, they made sure, like, the cover was really professional, all that. So, you know, that's really cool. However, it's a long process, it's a difficult process, and it's not for everyone, and I think, like, for a lot of the books in the jiu-jitsu space.
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Will Weisser, JiuJitsu.net: Self-publishing really just makes a lot more sense. Like…
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Greg Buck, PushPress: Sure.
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Will Weisser, JiuJitsu.net: the reason I went the traditional route for this book is because I had a clear vision of, like, how to sell it to a publisher, in terms of, like, making a,
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Will Weisser, JiuJitsu.net: making a proposal that I knew would appeal to them, and it would… because what publishers really want is, like, a demonstration of audience, right? If you have.
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Greg Buck, PushPress: B.
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Will Weisser, JiuJitsu.net: social media feed with, like, a certain number of followers, and you say, I'm gonna market this book to my followers who are gonna be really into it, that they're gonna, like, they're gonna put your book… they're gonna put your proposal, like, right on the top of the pile, right? They want to be able to, like, make their money back on a book. So I felt like the premise of the book and the way that I was going to sell it, as, like, part, you know, as, like, really appealing to people who are, like, obsessed in jiu-jitsu like me.
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Will Weisser, JiuJitsu.net: I, you know, I felt like I had a really good chance in that traditional space, but…
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Will Weisser, JiuJitsu.net: like, for the most part, if you're… if you're wanting to write a book, or, you know, or really, like, any type of, like, media that has, like, some kind of, like, publishing industry associated with it, you know?
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Will Weisser, JiuJitsu.net: A lot of the times, like, publishers are not interested in
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Will Weisser, JiuJitsu.net: specialty material as much. They want, like… again, they want to make money, so it's, like, it's that whole idea of, like, define your audience, right? This is, like, something where, like, if you can say, like, my audience is huge, gigantic, that's where, like, traditional publishers can really help you. And again, like, they have the experience of, like, you know, going after a huge audience like that.
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Greg Buck, PushPress: Right.
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Will Weisser, JiuJitsu.net: But if your book is more niche or more specialized, or even if it's just like, hey, this is my life story, like, get to know me.
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Greg Buck, PushPress: Right?
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Will Weisser, JiuJitsu.net: maybe no one wants to read that except, like, the people that you teach, like, your students, right? Right. Friends. So, like, yeah, I mean, like, why not publish it? Like, you should just publish it, like, you know, and, like,
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Will Weisser, JiuJitsu.net: And… and maybe that… maybe that story does, like, maybe your life is interesting enough that, like, other people want to read it too, you know?
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Greg Buck, PushPress: Right, yeah, no, that makes a ton of sense. No, Will, I think this was great. I appreciate your time today, my friend. I appreciate everyone who was able to join the call.
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Greg Buck, PushPress: More than anything, make sure you guys, if you're coming to Jiu-JitsuCon, stop by the PushPress booth. Will will be there, with us the whole weekend. He'll be signing copies of his book. But yeah, again, Will, this was super valuable, for us here at PushPress and for our clientele, so thank you again, and we'll see you in, what, like, 2 weeks.
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Greg Buck, PushPress: Alright, brother.
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Will Weisser, JiuJitsu.net: Nice turkey there.
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Greg Buck, PushPress: Cool. Thank you, everybody. Have a good rest of your day.
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