ISSUE #83

Last year, I changed one line on my LinkedIn profile. I updated my title to "Chief AI Officer" and added that I help turn AI into ROI by connecting story, strategy, and systems.

Within weeks, people started reaching out. Not casual connections. Qualified leads asking specifically about AI transformation work.

This wasn't about me being smarter or suddenly more credible. It was about making what I already knew visible. One simple change surfaced years of invisible expertise.

What MIT Just Discovered

MIT just released a study called Project Iceberg. They mapped 151 million workers against 13,000 AI tools to understand labor market exposure.

Here's what the study revealed: the visible AI disruption we're all talking about represents just 2.2% of labor market value. The hidden exposure? 11.7%. Five times bigger. And nobody's preparing for it.

If you're an expert, you're an iceberg too. 88% of your value is underwater. The thinking. The pattern recognition. The judgment calls that make you valuable. All invisible to the market.

AI isn't coming for your skills first. It's coming for the visible part of what you do. The deliverables. The outputs. The things clients can see and measure.

Your edge isn't your expertise. It's whether that expertise is visible enough for people to find you before AI handles the work they think they need.

Making Expertise Visible

The experts winning right now aren't necessarily the smartest ones. They're the ones who bottled what makes them different and made it visible. Here's the framework I use:

The Bottling Brilliance System:

1. Extract - Record key conversations and meetings, auto-tag the hot moments
2. Distill - Spend 15 minutes pulling 3 non-obvious takeaways from each capture
3. Package - Shape insights into formats that ship: 7-line posts, 60-second clips, one-page frameworks
4. Test - Ship it and watch saves and replies, not vanity metrics
5. Amplify - Turn winners into keynotes, decks, and lead magnets

This system transformed my business. I went from invisible AI consultant to 54,000 LinkedIn followers with a pipeline of pre-sold clients. The expertise was always there. I just had to surface it.

Every client call contains insights. Every strategy session has frameworks worth sharing. Most of it evaporates because we don't have systems to capture and package our best thinking.

The part above water determines whether ships see you or sail right past. If your expertise is invisible, you're replaceable. If it's visible? You're unignorable.

What's Your Underwater Expertise?

What do you know that nobody else can see? What insights are trapped in your head, your client calls, your team meetings?

The founders who thrive in the next five years won't just be good at what they do. They'll be visible doing it.

Hit reply and tell me: what's one piece of expertise you have that the market can't see yet?

Pete

P.S. If you want my help finding your underwater expertise and turning it into an AI OS that saves you hundreds of hours and thousands of dollars, book a strategy call here.

Please take a second and hit the FWD button ▶️, to share this email with your favorite growth-obsessed peer. I want to inspire 1 million awesome minds like you.

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