As an entrepreneur, have you ever wondered how to stand out from all the other people who look and sound the same and offer the same products and services? The answer might surprise you because it is not about working harder or chasing the next shiny tool. It is about leveraging what you already have.
I recently sat down with Joshua Collier on the Coach Yu Show to break down exactly how entrepreneurs can use AI to amplify their existing assets and build real authority in their space. What came out of that conversation was one of the most practical and honest discussions about personal branding, trust, and purpose that I have had in a long time.
The problem with chasing shiny objects
Most entrepreneurs approach standing out the wrong way. They think they need to start a podcast. Start a YouTube channel. Write a book. Get on TikTok. Pay for PR distribution. Fix their website. And so the list goes on.
That approach does not work. It is just hustle without strategy.
Joshua was in that exact position. He had done sales, built AI systems, created courses, recorded over 60 podcast episodes, and worked with well known entrepreneurs like Sean Clark from GoHighLevel, Jay Lee the sales ninja, and Josh Forte. But when you Googled his name, none of that showed up. All you found were other people with the same name.
The issue was not a lack of experience or content. The issue was that none of it was organized or concentrated in a way that built trust.
The real strategy is clarity
After spending time together, we realized that the answer was not more content or more tools. It was clarity.
Joshua already had the raw ingredients. Years of documented work. Relationships with people like Sean Clark, Jay Lee, Josh Forte, Grant Cardone, Ed Mylett, and many others.
Real projects with real results. Courses and videos that proved he knew what he was talking about.
The problem was that all of this was scattered. It was not concentrated into a single, visible presence that told a clear story about who he is and why he is credible. Not into joshcollier.ai or moreopportunity.io. Not anywhere that people could find when they searched for him.
You should be spending 90% of your time on what you already have
Everyone wants to chase the shiny AI object. They forget that they should be spending 90% of their time getting more value from their existing assets.
Joshua had a whole bunch of content created with other people, projects he had been a part of, and experience across multiple industries. Even experiences from companies like World Financial Group where he sold life insurance early in his career still held power. Failures are actually some of the most valuable assets because when you talk openly about what went wrong and what you learned, it creates greater trust than pretending everything has always been perfect.
How AI fits into this
The role of AI here is not to generate fake content or write a generic book. It is to organize, analyze, and amplify the real stuff.
We fed our conversation into Claude, ChatGPT, and Grok to do different things. Based on what the AI knew about Joshua and where he adds the most value, we asked it to identify blind spots he might not realize, relationships in his network that he should rekindle, and topics he should be creating content around.
That is how you get AI to work for you instead of you working for the AI.
The same four ingredients get repackaged into different formats. Like Mexican food. Beans, cheese, rice, lettuce. Tostada, taco, chalupa. The same core content becomes YouTube videos, books, podcasts, Instagram reels, and everything else.
The power of implied endorsements
One of the most powerful strategies we discussed is what I call implied endorsements. It is better than a testimonial.
Here is how it works. Joshua reaches out to someone like Sean Clark and says he was so inspired by their time together that he wants to feature him in a chapter of his book. Sean says yes. They always say yes. I have done this 14 times and it works every single time.
Then Joshua asks if Sean would record a one minute video talking about his chapter. Or they hop on a quick Zoom call. Joshua then spends his money boosting that content on YouTube and Facebook to honor Sean and the wisdom he shared.
When Sean sees that the episode they did together has gotten 70,000 views, he shares it to his own audience. You can even target all the people that are GoHighLevel customers, target all the people that know who Sean Clark is, target the GoHighLevel YouTube channel, and run LinkedIn dynamic personalization ads that say hey so and so of this company name. Most people do not know you can do that.
That is something you could never pay for. It is essentially a celebrity endorsement that happens naturally because you honored someone instead of pitching them.
What is worth more? Sean Clark and Jay Lee and Josh Forte and me talking about you, or you talking about how you help entrepreneurs increase their lead flow? The former wins every single time.
Writing a book the right way
Most people write a book focused on themselves. This strategy flips that. Instead of writing about how great you are, you write a book that honors the people in your network and features their wisdom.
Each chapter features someone you respect and have learned from. The content comes from real conversations and real experiences. AI helps organize it but the stories, the lessons, and the relationships are all real and all yours.
The work was already done. The effort was already there. We are just organizing it and giving instructions to the AI so it produces these assets from the raw material of your life and career. This is not a generated NotebookLM podcast. It is 100% real.
Faith, purpose, and the bigger picture
One of the most powerful moments in our conversation was when I asked Joshua what he would say if he had one year left to live and had to record a message for his funeral.
His answer was not about business or money. He said that everybody was created with some kind of gift, and that there is a construct in the world designed to diminish that gift. The fight is to figure out what your gift is because that is where your purpose lives. There is a direct line between you and heaven that you can tap into at any given moment to help you uncover that purpose and walk in it every day.
Joshua is a faith driven entrepreneur. His faith influences which relationships he engages in, how he does deals, how he markets, and how he sells. He wants to serve orphans, widows, and the homeless population. That mission drives everything he builds.
That kind of clarity about who you are and what you are here to do is what separates entrepreneurs who build something meaningful from those who are just chasing revenue.
Who this strategy works for
This approach works for anyone selling high ticket services where reputation matters and the sales process is appointment based. Joshua specifically works with businesses in the seven to nine figure revenue range, agency owners on the B2B side, and home service and medical service businesses on the B2C side.
The AI agents, AI ads, AI optimization, AI to answer the phone. They can 100% generate leads with AI and convert leads with AI. That is the ideal avatar Joshua has been working with for the past three years.
If your clients Google you before they buy from you, and they do, then this matters. If they ask ChatGPT whether they should do business with you, and they increasingly do, then this matters even more. By the time you read this, hopefully when you Google Joshua Collier you will see a knowledge panel. We have done this for a couple hundred of our friends already.
What you should do next
Stop trying harder. Get a better strategy. Look at the content you have already created, the relationships you have built, and the experience you have earned. Use AI to organize that into a clear, concentrated presence that builds trust before you ever have to pitch anyone.
The information should be free. Publish your knowledge openly. But for those who want a first class experience, they can hire you to implement it for them. That is the model. That is how you stand out.
What are you going to do with what you already have?
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.