Untapped Profits

Untapped Profits Most marketers run one channel. I run all of them. One person handling your whole marketing - ads, creative, video, email, automation - as one connected system.

untappedprofits.co

31/07/2026

Holden won Bathurst 36 times.

Nine of those went to Peter Brock. Then GM killed the badge — no parade, no farewell lap, nothing.

That's the whole ad.

Sunday Drive sells classic Aussie muscle in New Zealand. Consignment. And every consignment business on earth sells the same three promises: we detail it, we shoot it, we find the buyer.

So I didn't sell the service. I sold the send-off.

If there's a Commodore in your shed, you know the sound. You know what October on the mountain meant. And you know Holden never got the goodbye it earned.

So when it's time to sell the last of the breed, don't do it quietly.

Give it a victory lap.

That's the job - find the thing the buyer already feels, and say it before someone else does.

I write and make these on my own. If you've got a product with a story like that and no ad telling it, have a look at what I do: untappedprofits.co

24/06/2026

Eleven capable people. One campaign not one of them would've signed off alone.

Nobody was bad at their job. The work still came out smooth, agreeable, and dead.
Here's why: some work gets better when you add people to it, and some gets worse.

Delivery - reach, ad spend, distribution - compounds. Pour more in, get more out. But the thinking - your strategy, your positioning, your voice - doesn't. Every extra head sands off an edge, until you sound like everyone else.

So before you add more, ask one thing: more of what, exactly?

Full piece → https://www.untappedprofits.co/scale-is-an-averaging-machine/

18/06/2026

An AI lab just ran a test that should make every business owner look twice at what they pay their agency.

Six scientists, split into teams. Three had world-leading experts. Three had generalists with AI instead. The generalists won - work that takes a specialist up to 95 days, done in 16 hours.

Here's why it matters: you don't really pay a specialist for the hours. You pay for knowing things almost no one else knows. And that just stopped being rare.
It's not magic - AI still makes confident mistakes and can't replace a world-class specialist. But the premium you pay across five separate specialists for "expertise"?

That's the part changing fast.

Full breakdown here: https://www.untappedprofits.co/the-end-of-the-marketing-agency-model/

13/06/2026

Half the work your team does to win a client is about to be free.

Not the relationship - that part survives. It's everything around it: qualifying leads, writing proposals, chasing intake forms, defending your price against other quotes. A buyer's AI now does all of that in seconds, for free.

Want your own number? Take your last ten clients, write every step from first contact to signed deal, and mark the ones a computer could've done faster without you. What's left is your real business.

Full breakdown → https://www.untappedprofits.co/buyer-agents-dont-compress-funnels-they-audit-them/

A frontier AI lab just ran an experiment that should make every specialist agency nervous.Anthropic was testing the safe...
10/06/2026

A frontier AI lab just ran an experiment that should make every specialist agency nervous.

Anthropic was testing the safety of Mythos 5, its most capable model to date. One trial asked a simple question: can generalists with AI match true specialists?

They took six PhD biologists and split them into teams. The task: design a defense against an engineered strain of rice blast, a crop disease. Three teams included world-leading experts in that exact disease. Three were general microbiologists who'd never specialized in it - but who had the model.

Two of the three generalist teams beat all three specialist teams. On quality. On feasibility.

Work the graders said would take a specialist 40 to 95 days by hand, the generalists finished in 16 hours.

Here's the part most people get wrong.

This isn't "AI makes anyone an expert." The generalists were still PhD scientists. The model over-engineers, invents citations, and states guesses as fact - it needs a capable human to catch what it gets wrong.

What collapsed wasn't the need for talent. It was the premium on narrow specialisation.

Now read that across to marketing.

You still need one strong strategist who can see the whole picture. What you no longer need is five specialists who each see one channel - and none of whom can see the others.

The moat was never the channel. It was the knowledge gap.

And the knowledge gap just closed.

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