Animalz

Director of Marketing and Innovation

Senior Content Marketing Manager

Becoming Superhuman

Writer and Editor

Saent

Cofounder and Product Manager

KaiOS Technologies, Inc.

Marketing Director (global)

Happylatte

Head of Marketing and Publishing

DanceTelevision

Managing Director

Yourzine

Sherpa Media

Co-Founder & Creative Director

Timmetz Media Productions

Freelance video creator (music, travel, media)

Production Manager

📣 Marketing @ Animalz | ⏳ Productivity @ Saent

Always navigating the crossroads of marketing, creativity, and productivity. Current roles and projects:

Crafting high-quality content at Animalz for tech customers like Parabol.
👉️ animalz.co/blog
👉️ parabol.co/blog

Writing a about personal productivity for Saent and Bercoming Superhuman.
👉️ saent.com/blog
👉️ becomingsuperhuman.science

Co-creating Lifeline, a macOS Pomodoro timer that boosts focus and productivity.
👉️ https://apps.apple.com/app/apple-store/id1526186940?pt=118017664

I'm on an indefinite management sabbatical—previous roles and projects:
☎️ Marketing Director (Global) at KaiOS, a mobile operating system.
🎵 Managing Director at DanceTrippin, a global music platform (online + broadcast).
📣 Managing Director at Yourzine China, a digital marketing agency.
🕹️ Head of Publishing and Marketing at Happylatte, a mobile gaming studio.

I'm originally from The Netherlands and work remotely from Koh Samui, Thailand, where I live with my wife and son.

If you've made it this far, let's connect! I enjoy discussing marketing, productivity, AI, and remote work.

I’ve gone through AI implementation hell to find a framework for figuring out which AI projects to abandon and which to stick with. Meet the AI onion. 🧅

We've had our share of AI implementation challenges at Animalz: workflows that just didn't work, ones we gave up on prematurely, and those that did work but nobody ended up using. Each failure felt a little different, and, at first, we couldn't articulate why.

Over time, I developed a framework that helps us prevent those failures: the AI implementation onion.

The onion identifies which challenges you're actually facing in your AI projects. It breaks the implementation process into three layers, with three different kinds of challenges. Peel one, and the next becomes visible:

1. Nail the workflow: Get the output you want. Hard enough. (← WHAT WE THOUGHT OUR CHALLENGE WAS)

2. Clean up the workflow: Make it usable for people who didn't build it, like your busy coworkers or customers.

3. Adapt to the workflow: Change the processes, people, and standards around your AI workflow to make it stick and scale.

A lot of this framework came about implementing AirOps workflows, but I’m starting to see the onion everywhere where AI processes involve multiple people and need to scale across a team or org.

For example, now that we’re creating shared Claude Code projects and workflows internally, the exact same thing happens: first I get it to work for me but it's messy, then I need to clean up and create docs so others can understand and use the project, and finally we realize we need to change other processes and roles in the org to adapt to these Claude Code-driven processes.

Check out the full article on the Animalz blog for more details on the onion and how you can apply the framework in your AI implementation projects.

--

PS. Thanks to Nathan Wahl for editing and making this a much better piece. Plus for some of the words I stole from you for the hook above. 🙏

PS2. Thanks to everyone who left thoughtful (and challenging!) comments on my previous AI bubble vs. labor displacement post. I’m working on a more extensive article around this thesis and will use your input to make my ideas more complete, clear, and, in some cases, nuanced. Once it’s ready (hopefully next week) I’ll ping you and/or respond to comments to discuss further! Ryan Levander Charlie Lambropoulos Oliver Boyd Tommy Walker Bogdan Doinea Pallavi Dhody Daniel Diaz Dan Cardwell Joshua Dziabiak José Velez Jeff Brines Luan Rodriguez

Tim Metz

What am I doing here: recording a podcast? Zooming? Something else?
(Answer below. Includes Black Friday or holiday gift idea. 🎁)

Originally, I got this SAMSON Q9U mic for recording the Animalz podcast, and it’s terrific for that. 

I’ve had several other mics before, including the Blue Yeti, but this SAMSON mic is incredible and incomparable. So if you do podcasts a lot (or even important calls), I highly recommend it.

However, another use case has emerged this year as well: I’m increasingly using it to talk to my computer, especially AIs like Claude Code.

Since I have the mic on a boom arm, I just pull it toward me when I need to chat with Claude, and push it away when I'm done.

Originally, I did this using macOS’ in-built dictation function, but it isn’t great and the UX is quite clunky. Instead, for about a month now, I’ve been using the Monologue app from Every Inc. for this purpose, and it’s amazing.

Monologue picks up context from where you’re dictating, so that it cleans and adapts the transcript of your voice to whatever it is you’re doing. 

These days when I'm working from home, I'm talking to my computer about half the time instead of typing. It took some getting used to, but now it feels strange not to have the mic there.

So if you’re working a lot at your computer with AI and are looking for a Black Friday purchase or holiday gift, I’d say:

SAMSON Q9U mic + 38" Microphone Boom Arm + Monologue.

Happy holidays! 😊

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