How Do I Use AI to Stand Out in a Crowded Field | Josh Collier

As an entrepreneur, have you ever wondered how to stand out from all the other people who look and sound the same, offering the same products and services? I sat down with my friend Josh Collier to show him exactly how, and the beauty is, it’s with assets he already had.

I’m Dennis Yu, and on The Coach Yu Show, I love interviewing people who actually walk the talk. Josh is one of those people, and what we discovered together might change how you think about your own brand.

Meet Josh Collier

Josh is a 27-year-old entrepreneur who has spent years building AI systems, running sales, creating lead generation funnels, and coaching entrepreneurs at the seven to nine figure level. He’s worked with people like Sean Clark (co-founder of High Level), Jay Lee, Josh Forti, and others.

He’s done the work. He’s built the proof. He even just finished writing his first book. But if you Googled “Josh Collier,” you’d find a bunch of other Josh Colliers and none of his actual work. That’s the gap I see with so many entrepreneurs. The results are there, but the visibility isn’t.

Stop creating and start organizing

Most people think the answer is to create more content. More videos, more posts, more hustle. Josh admitted he’d been stuck in that same cycle, thinking he needed to work harder and get more leads while completely ignoring three years of grinding that produced incredible assets he wasn’t using.

The real strategy is to use AI to harvest those existing assets. Not to generate fake content, but to organize and amplify what’s already real.

As Josh put it after we went through this exercise together: “Most of it is stuff that’s already inside of us. It’s just being able to take a different perspective at our current situation and understanding how to use AI to capitalize on what we’ve already done.”

The Topic Wheel

The first thing I did was use AI to examine everything about Josh and extract elements of authority. Past projects, relationships, documented results, stories, failures, and lessons. All of it gets structured into what I call a Topic Wheel, which concentrates your authority into a clear, organized framework.

Think of it like a magic berry that turns everything sour into something sweet. The lemon is still a lemon. Nothing about your experience changes. You’re just making it easier for people to taste how good it actually is.

Turn it into a book (without starting from scratch)

Once the Topic Wheel is built, the next step is packaging it into a book. But not the way most people write books.

Josh has since completed his, two years from start to finish.

Instead of sitting down and generating chapters from thin air, I took Josh’s real conversations, real relationships, and real experiences, and let AI organize them into a framework. Then he comes in and fills in the gaps with his own words, his own stories, and his own perspective.

The book becomes a vehicle for honoring the people who shaped your journey. Each chapter can feature someone you’ve worked with or learned from. When Josh reaches out and says, “I was so inspired by our time together that I wanted to feature you in chapter five of my book,” the answer is almost always yes. I’ve done this enough times to tell you, they always say yes.

Implied endorsement: better than any testimonial

This is where it gets powerful. When someone appears in your book, promotes their chapter, or shares your content, that creates what I call implied endorsement. It’s not a testimonial. It’s better than a testimonial.

When Sean Clark’s audience sees Josh featured alongside Sean, trust transfers automatically. You don’t have to ask for it. You don’t have to pitch. The association does the work.

Then you can target all the people who follow Sean Clark, who use High Level, who are in the exact industries Josh serves. You run ads featuring that content. You pixel the viewers. You retarget them with longer form content. You build custom audiences. And the whole machine runs on content that already existed.

When Sean sees that the episode got 70,000 views and Josh tags him with gratitude, Sean shares it to his audience. You couldn’t pay for that kind of reach.

The strategy in action

Here’s proof this isn’t just theory. Just a week after our conversation, Josh introduced us to the president of a university, which led to a speaking engagement on how AI is changing the workforce. Dylan, Cam, Josh, and I will be there together. No pitch. No cold outreach. Just a relationship creating an opportunity, exactly the way we described.

Trust over features

Here’s what most people get wrong about sales and marketing. They think they need to explain their features, their tech stack, their equipment, their process.

Nobody cares.

If you’re a cosmetic dentist, your patients don’t want to hear about your latest equipment. If you’re a roofer, your clients don’t know anything about different kinds of roofs. But if they know that all their friends use the same roofer, they’re using that roofer. They’ll drive the extra distance for trust.

That’s what the book does. That’s what the podcast does. That’s what the knowledge panel does. When someone Googles you or asks ChatGPT whether they should do business with you, the answer needs to be clear and credible.

Faith-driven entrepreneurship

One of the things I love about Josh is that his faith drives everything he does. He believes that every person was created with a gift, and that the world is designed to diminish that gift. His mission is to fight to uncover it and walk in it every day.

When I asked him what he would say if he had one year left to live, his answer stopped me in my tracks: “Everybody was created with some kind of gift. There is a construct of the world that is designed to diminish that gift. Fight like hell to figure out what it is, because that’s where your purpose is.”

His faith shapes who he works with, how he sells, how he markets, and what he builds toward. The missions work, the orphans and widows he wants to serve, the homeless population he wants to contribute to. It’s all connected to his purpose as a builder and creator.

The recipe

Think of it like Mexican food. The same four ingredients can become a tostada, a taco, a chalupa. Your existing content, relationships, and stories can be repurposed into YouTube videos, books, podcasts, Instagram reels, and more.

Josh already did this. He published a free Claude Cookbook breaking down his entire AI workflow, giving away the recipe so others can follow it, while positioning himself as the expert you hire when you want it done right.

This conversation was shot at a random restaurant on my iPhone with $49 microphones. No professional studio. No fancy production. And that’s the point. It’s real, and real builds trust faster than polished ever will.

What should you do next?

Ask yourself the questions I asked Josh. What gives you energy? What are you building toward? Who have you helped? What problems have you solved? Who are the people you’re most grateful for?

Put those answers into your favorite AI. You might be surprised by what comes back.

Then start organizing. Start honoring the people who shaped your journey. Start turning your existing assets into trust.

Josh is helping 7-9 figure entrepreneurs turn their reputation into a marketing engine. And underneath the AI skills is something deeper: faith first and just being a good person. Everything we get is via referral and reputation.

The work is already done. You just need to let people see it.