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Unless you’ve been sleepwalking your entire life, you’ve probably heard the term “artificial intelligence” a few times. It’s the hottest thing in tech these days. It’s so hot that one company was recently caught lying that they were completely powered by AI, but their service was at least partially human-powered. Hundreds of startups claim they have it, but they don’t. And while VC funding as a whole is declining, they’re still throwing money at AI.

One thing that’s held AI back from the breakthroughs many hoped for is the embodiment problem. According to the Wikipedia article on AI, the emodied mind thesis says:

aspects of the body (such as movement, perception and visualization) are required for higher intelligence.

Said another way, according to Ben Medlock, co-founder of SwiftKey:

We think with our whole body, not just with the brain.

Now if you’re anything like me, this is a lot to process (yes, pun intended). But I’ll sum it up nicely for you: a crucial part of our ability to think and reason is the limitations our bodies impose on us.

In Episode 2 of the Tape Op Podcast, Jack White discusses why he still uses 8-track tape to record. It’s exactly the same idea: he doesn’t want “limitless possibility” when he’s in the studio. If he can’t make a good record on 8-tracks, something’s seriously wrong. And having too many possibilities brings the paradox of choice: a few choices are great, but too many make it difficult to arrive at any decision.

Which, finally (and thanks for sticking with me), brings me to your business. Yesterday I mentioned how many limitations there are in partnership marketing. There are tons of limitations in your business from the outset:

  • You have to make money to continue in the business
  • You have to make something people want to buy
  • You have to reach enough people to respond to get sales
  • And on…

You may see limits and think “oh no, now I can’t just do whatever I want.” What a blessing! Now instead of making an infinite number of decisions, you’ve narrowed it to 10 million. Now the question is: how can you continue to narrow so your only remaining options are all a win for you?

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