GrowthPath Partners LLC

Empowering Purpose-Driven Growth

Liza Adams

AI Adoption: Engaging the 3 Types of People on Your Team

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Published on 2024-11-26 14:18

The biggest challenge in AI adoption isn’t the technology. It’s managing change–bringing people along on the journey.

In my work with go-to-market teams, I’ve noticed a pattern in how people respond to AI. People tend to fall into three groups when it comes to embracing AI responsibly:

  • ▶︎ Trailblazers (First Third) – These are your enthusiasts who instantly see AI’s potential. They’re eager to dive in and experiment. Love their energy, but the key is channeling it to help others, not just racing ahead. They’re brilliant at spotting new ways to work smarter with AI.

  • ▶︎ Fast Followers (Second Third) – They’re practical folks who want to see it work before jumping in. Show them how AI can be a helpful teammate in getting projects started faster, making ideas better, and handling the repetitive work. Once they see real results, they become your best advocates for wider adoption.

  • ▶︎ Later Adopters (Last Third) – They ask the tough questions about jobs and ethics – and honestly, we need that perspective. For them, AI needs to earn its place as a partner, not a replacement. Some will come along gradually or carve their own path. For others, success might mean thoughtful conversations about evolving roles that better align with their strengths, whether within our org or beyond.

It’s important that we meet people where they are while keeping the momentum going. Inspire them with real AI examples that matter to their daily work, and give them space to learn without overwhelming them.

Part of compassionate leadership is helping each person find their best path forward with dignity and support.

Remember that adopting AI is about changing mindsets and behaviors, not just using new tools. We’re all figuring this out together, balancing it with everything else in our lives. A little empathy goes a long way.

What patterns have you seen in your company’s and team’s AI journey? Has your experience with these thirds been different? How are you driving change?

#AIAdoption #ChangeManagement #Leadership #ResponsibleAI #Empathy GrowthPath Partners Xapa

Various people on a journey, symbolizing different stages of AI adoption.

Unlock AI’s Potential: 10 Underrated Strategies

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Published on 2024-11-25 14:26

I’ve compiled what I believe are 10 of the most underrated, yet effective, ways to guide AI. View the slide carousel below.

These are underrated because:

  • Most of us still use AI like a fancy search engine. Type a question, get an answer, move on.

  • We don’t think of AI as a thinking partner. Most people just give it tasks instead of engaging in back-and-forth dialogue.

  • We often settle for “good enough” first drafts. Few people realize how much better results can get by iterating with AI.

  • We want quick answers. Taking time to plan or analyze first feels like extra work even though it leads to better results.

What makes this particularly interesting is that these approaches aren’t new. They’re how we work with colleagues, consultants, and mentors. But most haven’t realized we can use these same powerful techniques with AI.

We’re still in the early stages of understanding how to truly work with AI. It’s like having a smartphone but only using it to make calls. There’s so much untapped potential.

Which of these will you try? What other underrated approaches have you uncovered?

For more insights on effective AI prompting, check out Ethan Mollick’s excellent post here: https://lnkd.in/g7t9fj2P

#AI #ThoughtPartner #AICollaboration #PromptEngineering #Strategy GrowthPath Partners

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Practical AI in Go-to-Market
Get practical insights in using AI for go-to-market strategy, initiatives, workflows, and roles.

The Critical Shift: From Prompt Optimization to Strategic AI Thinking

Published on 2024-11-24 14:01

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

Most AI teams are optimizing their prompts. The best are redesigning how they think.

If your AI work feels decent but underwhelming, you’re not alone. Most teams are spending time perfecting AI conversation mechanics while competitors gain real advantages by asking fundamentally different questions.

What you’ll discover:

  • Why teams with solid prompting skills still hit walls

  • The one shift that separates AI tools from AI thinking partners

  • Seven thinking moves that uncover insights your competitors miss

  • Why mastering strategic questioning now determines who wins with AI agents later

  • Real examples of teams turning AI limitations into breakthrough opportunities

The difference isn’t better prompts. It’s the courage to question what everyone else takes for granted.

How are you really using AI right now? Take 60 seconds for personalized insights and guidance on how to get more out of AI.

Take your AI Working Style Assessment here.

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to the 15-min podcast here while driving, walking the dog, or doing chores. Once you hit play, give it just a few seconds then it will start.

What I Keep Seeing

A few months ago, I worked with two SaaS companies.

Company A had given up on AI for strategy work. “We tried it for competitive analysis and market research. The outputs were generic. AI just isn’t there yet for complex thinking.”

Company B was satisfied with their AI usage. “We use it for email drafts, call summaries, and content outlines. Saves us 5 hours a week. We’ve got this figured out.”

Both teams were using solid prompting techniques. Good structure, clear context, examples. But both were treating AI like a better search engine instead of a thinking partner.

But the problem isn’t AI’s capabilities. It’s the depth of your questions.

The Missing Piece in Every Prompting Framework

OpenAI, Anthropic, and Google have published excellent prompting guides covering structure, examples, and parameter tuning. I use a framework called GRACE – inspired by Christopher Penn‘s RACE framework, adding G for Goal because stating the objective upfront keeps both you and the AI focused.

Here’s what this looks like in practice:

Same mechanics. Completely different results.

Prompting techniques are getting easier. As AI advances with better memory, reasoning, and context understanding, the technical mechanics will become simpler.

The thinking layer – how deep your questions go, what assumptions you challenge – that’s the human advantage that matters more as AI advances. AI can’t push you to think deeper. It can only work within the cognitive framework you provide.

From AI Tool to AI Thinking Partner

Most teams ask AI: “Help me write a sales email.”

Strategic teams ask: “Challenge my assumptions about why prospects aren’t responding.”

This shift changes everything. Jason Cormier, Founder of AI Marketing Forum, sees this pattern across the marketing community.

Jason Cormier, Founder of AI Marketing Forum

“I see teams master the mechanics of prompting but still hit walls. They’re missing what I call “directive intelligence.” It’s the ability to guide AI toward what you don’t already know.

Most people use AI to confirm what they think. The best use it to discover what they’re missing. If you’re working through this, you’re not alone. We have hundreds of marketing leaders sharing what’s working in the AI Marketing Forum.”

More teams are starting to build AI teammates (using custom GPTs, Claude Projects, Gemini Gems, etc.) that work alongside them to do specific work. You can read more about a human-AI powerhouse team case study and step-by-step playbook here.

The quality of your AI teammate depends on how you guide their thinking. Give them tasks, get an assistant. Ask better questions, get a thinking partner.

7 Ways to Think Deeper

These seven thinking moves help you reframe problems before you even write a prompt. Each one helps you see the problem differently, often in ways your competitors haven’t considered.

1. Challenge Your Assumptions

Instead of: “How do we reduce churn?”

Try: “What if churn isn’t the problem? What if it’s showing us a product gap?”

Why it works: You pause before fixing and ask if you’re solving the right thing.

Potential outcome: A SaaS team discovers churned customers outgrew their product. Churn becomes upsell opportunities.

2. Borrow from Other Industries

Instead of: “How do we improve trial conversion?”

Try: “How do language learning apps keep people engaged daily?”

Why it works: You find new ideas by studying how others solve similar problems in different contexts.

Potential Outcome: A product team adds streaks and milestones to help users reach activation faster.

3. Try the Opposite

Instead of: “How do we shorten the sales cycle?”

Try: “What if making it longer helped us close bigger deals?”

Why it works: Sometimes the thing you’re trying to optimize is the thing getting in your way.

Potential Outcome: A B2B company adds business audit step, helping them close higher-ACV customers.

4. Find Hidden Connections

Instead of: “How do we improve pricing?”

Try: “What patterns show up when we compare churn reasons to our competitors’ ads?”

Why it works: Some of your best insights live in unlinked data.

Potential Outcome: A team repositions after discovering churned users match competitor’s target audience.

5. Find the Simplest Change

Instead of: “How do we drive more revenue?”

Try: “What’s one sentence in our demo that changes how people see the product?”

Why it works: Small shifts often create the biggest results.

Potential Outcome: A team moves their outcome statement to demo opening for better conversion.

6. Find the Excluded

Instead of: “How do we raise prices?”

Try: “Who are we unintentionally leaving out?”

Why it works: You expand opportunity by seeing who’s missing.

Potential Outcome: An analytics platform creates startup tier, opening new market segment.

7. Use Old + New

Instead of: “How do we improve email performance?”

Try: “What if we brought back personal touches using today’s tools?”

Why it works: Some tactics work no matter the decade.

Potential Outcome: A team adds timely check-ins and thank-yous based on user behavior.

Rhiannon Naslund, Chief Marketing Officer at Origami Risk is driving this shift in thinking and evolution in her team.

Rhiannon Naslund, CMO of Origami Risk

“This kind of shift in thinking doesn’t come naturally to everyone. That’s why we’re focused on giving people the space to learn and build confidence.

We’re showing what it looks like to guide AI with deeper thinking, using real examples that connect to their role. When someone sees how the way they structure a question changes what AI gives back, like refining messaging for a healthcare risk manager or pressure-testing a new idea, it clicks. They start to see how much impact they can have by pushing AI to think differently.”

The Bigger Picture

Whether you think you’ve mastered AI or you’re still struggling with it, you’re probably operating at 20% of what’s possible.

The biggest AI advantage doesn’t come from better tools or prompts. It comes from questioning what everyone else takes for granted.

This becomes critical as we move toward AI agents that work autonomously. Teams that can’t think strategically with AI now won’t be able to build agents that think strategically later.

Erin Mills, CMO of Quorum and co-host of FutureCraft GTM Podcast, sees this connection clearly as someone building both AI strategies and autonomous systems.

Erin Mills, Chief Marketing Officer at Quorum

“Organizations with strong fundamentals in strategic AI use are better positioned for what comes next. If your team struggles to frame the right problems or identify blind spots in their current approach, those same gaps will show up when you try to build AI agents that operate independently.

In our FutureCraft GTM conversations, we’re seeing a shift toward systems that make decisions on their own. What matters most now is having the judgment to guide them well. The teams that master strategic questioning now will be the ones successfully deploying autonomous AI later.”

Your next competitive advantage may be hiding in a question you haven’t asked yet.

Your Next Steps

Pick one challenge your team is working on this week. Before jumping into solutions, ask: “What assumptions are we making that might not be true?”

Then reframe it using one of the seven thinking moves above.

Want your team to think deeper? Forward this newsletter. The shift from good prompting to strategic thinking separates the winners from the optimizers.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Thanksgiving: Gratitude and Life’s Unexpected Turns

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A Thanksgiving Reflection: Finding Purpose in Life’s Unexpected Turns

Published on 2024-11-21 14:02

I’m taking a break from our usual AI discussions to share something personal as we prepare for Thanksgiving. Phil Nugent recently featured my story in Colorado AI News. It made me reflect on how life’s detours often guide us to where we need to be.

This year has seen incredible AI progress. Yet what matters most isn’t the technology. It’s the amazing people who make this journey worthwhile. It’s the communities that lift us up. The partners who share our mission. The champions who make space for all voices. The family who keeps us grounded.

In this newsletter, I thank many wonderful people who’ve shaped my path. A single newsletter can’t capture everyone who deserves recognition. To those named and the countless others who’ve made a difference. Thank you.

The newsletter also includes a link to a AI podcast version for those who are auditory learners or simply prefer to listen to podcasts.

As we gather for Thanksgiving, I’d love to hear your story. Who are you grateful for? What unexpected turns brought good things to your life?

#ThankYou #StrategicMarketing #ForceForGood #DEI #AI

A Thanksgiving Reflection: Finding Purpose in Life’s Unexpected Turns

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Practical AI in Go-to-Market
Get practical insights in using AI for go-to-market strategy, initiatives, workflows, and roles.

Hello go-to-market leaders, strategists, and innovators! 👋

As we prepare for Thanksgiving, I’m taking a break from our usual strategic AI use case discussions to share something more personal. In this year of crazy AI advancement, what stands out most isn’t the technology. It’s the amazing people who make this journey worthwhile.

While some know me for my AI work, I’m no expert – we’re all learning together in this new era. AI is simply a powerful teammate that helps advance what I’m truly passionate about:

  • Elevating the strategic value of marketing to drive business growth

  • Ensuring diverse perspectives have a seat at the table

  • Using business as a force for good

These passions have always driven me. AI just gives us new ways to make a bigger impact. This is why I lean in on infusing AI responsibly in my work ad personal life.

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. Although the hosts refer to me LIE-za instead of LEE-zuh :-), the podcast captures the insights in an engaging and relatable way, making the content more inclusive for different learning styles. You can listen to it here.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

Recently, Phil Nugent from Colorado AI News wrote about my journey. Click the image below to read the article.

He compared my approach to Wayne Gretzky’s famous philosophy of skating to where the puck is going to be.

I had to laugh (I can’t skate!), but his observation made me think about something I’ve wanted to share: how life’s detours often take us exactly where we need to be, especially when we’re surrounded by the right people.

Colorado AI News

When One Door Closes…

In late 2022, life threw me for a loop. An acquisition led to an earlier-than-planned exit from a company I loved, where I led marketing.

It was a purpose-driven business with amazing people, exceptional product-market fit, loyal customers, and a culture that felt like home. Despite headwinds, we were making great strides disrupting a stodgy incumbent. Leaving after just a year and a half was tough.

Although a successful exit, I found myself soul-searching. I explored board service, I learned that marketing leaders are still rare in boardrooms: only 41 marketers serve on Fortune 1000 boards and less than 3% of all board members, regardless of company size, have marketing experience.

This partly reflects a common perception of marketing as tactical rather than strategic.

But sometimes what feels like a setback is really a setup. As in early 2023, I explored OpenAI’s newly launched ChatGPT.

I realized something exciting: AI could be a gift to marketers. It could help us flip the script on being seen as merely tactical.

With AI as a thought partner, we could gain deeper market insights, ensure product-market fit, optimize the full customer lifecycle, align executive teams, and drive growth. What could be more strategic than that?

Being strategic, having deep market understanding, and AI expertise is our ticket to the boardroom.

A Gratitude Journey

Phil wrote about how I see the whole field, like the best athletes do. But what he really captured was how every success comes from the people around us.

The amazing humans below help me learn more, pursue my passions, inspire others, and make an impact beyond what I had originally imagined.

To all of you, from the bottom of my heart, I’m incredibly grateful. You have made me a better version of myself and I will continue to work to pay it forward.

1. Communities & Thought Leaders: Rising Tide Lifting All Boats

You know that saying about going fast alone or far together? Phil noted this in his article how the best work happens when we figure things out as a community.

In this new AI world, none of us have all the answers. That’s what makes our communities so powerful.

Every day, I see curious people sharing their experiences—what works, what doesn’t, how to apply AI responsibly, and insights on new developments.

These communities aren’t just professional networks; they’re spaces where we learn from each other. The Marketing AI Institute, Pavilion, AI Marketing Forum, The AI Exchange, CMO Huddles, Rocky Mountain AI Interest Group (RMAIIG), CMO Coffee Talk, LinkedIn, in general, are great examples.

Communities and Thought Leaders

A HUGE thank you to those who organize, facilitate, and manage these communities: Matt Heinz, Saima Rashid, Cathy McPhillips, Rachel Woods, Drew Neisser, Colin Campbell 🏔 🚲, Kathleen Booth, Dan Murray, Jason Cormier, Jessie Shipman, and so many more. We appreciate you!

People connect and many partnerships and friendships form initially through Slack, Zoom, social, text, and emails. Those connections strengthen when we meet in person. I have truly enjoyed and cherished meeting IRL.

Thank you to those who have shared with me how I have inspired and helped you with my work. You have no idea how much your words motivate me every single day. I write, speak, and act from a place of passion and you are my tribe.

Then there are the thought leaders who give generously through their posts, podcasts, webinars, and event speaking like Jessica Hreha, Andy Crestodina, Rachel Woods, Paul Roetzer (I never miss your weekly podcast), Christopher Penn, Sandy Carter, Karl Yeh, Nicole Leffer, Isar Meitis, Dan Sanchez, Jonathan Moss, Drew Neisser, Carilu Dietrich, and many others. You have a wealth of knowledge and are such fantastic collaborators!

While big tech races to advance AI, we’re figuring out the human side together—no experts, no judgment, just shared learning. The rising tide really does lift all boats.

2. Business Partners: My Go-to-Market Justice League

Phil mentioned my love of superhero analogies—and it’s true. (Watched Batman Begins with Christian Bale while drafting this newsletter last night.)

I think about great partnerships like the Justice League: different but complementary powers, one mission. I’m lucky to work alongside partners who bring their own unique strengths:

  • Tahnee Perry – deep knowledge of AI-driven marketing and sales tech stacks.

  • Carilu Dietrich – extensive experience guiding CEOs and CMOs with growth strategies. (Excited to pilot the AI CMO Club next month with you, Carilu!)

  • Daniel O’Neill – thoughtful approach to AI in sales.

  • Chris Andrew – innovative solution for AI search relevance.

  • Christopher Penn – brilliant methods with data and Large Language Models (LLMs).

  • Lori Sutorius Jones – dedication to building trust through communication.

My GTM Justice League

Thank you all for being not just brilliant collaborators but also amazing friends.

Your commitment to ethical AI and genuine desire to help others succeed inspires me daily. I’m grateful for our shared mission to make AI work for everyone.

3. Clients: Growing a Beautiful Garden

Phil shared my belief in the power of “attracting, not chasing.”

I love this analogy: If you chase butterflies, they’ll fly away. But if you make your garden as beautiful as you can because you’re passionate about it, they’ll come naturally.

That’s exactly how my partners and I have been blessed with amazing clients, from innovative startups to global at-scale companies, in the US and abroad (even in my birth city in Manila), who share our vision and passion.

These leaders inspire me daily. They keep customers as their north star. They think beyond department lines. They believe in lifting up their teams and doubling down on responsible AI literacy.

Thank you, Paige O’Neill, Scott Morris, Amy Heidersbach, Jill Axline, Tamir Hardof, Judy Ash, Alexandra Gobbi, Sydney Sloan, Michelle Swan, Randall Lozano, Donna Charlevoix, Frank Nardi, Keshila Vallot Shannon, Heidi Melin, Ana Grace Marcial,CMP, Keith Myer, Marino Fresch, and so many others for bringing us along on your journey.

AI Workshops

AI innovation isn’t the biggest challenge—change management is. It requires a shift in mindset and behavior. While early business results are encouraging, what’s truly remarkable is seeing how teams open up to more uses for AI and change the way they work. Teams are:

4. DEI Champions: Making the Invisible Visible

“I represent some invisible people out there,” I told Phil during our interview. The truth of this hit home when Delen Trance, an early-in-career Filipino-American product marketer approached me at a Product Marketing Alliance (PMA) Summit in Denver:

“Are you Filipino? I am, too. I was inspired to see someone who looks like me achieve what you have. I’ve never seen a female Filipino tech executive, much less one who talks about AI. I want to be like you.”

Delen Trance and Me

Those words remind me why representation matters. I’m thankful for organizations creating space for all voices:

I’ve only called out a few people on this list but know that there are many more who I’d love to thank.

Empowered CMO

With women using AI 16-20% less than men, we can’t afford for the gap to widen. Together, these groups remind us that if AI is going to serve everyone, everyone needs a seat at the table.

5. Next Generation and Entrepreneurs: Preparing Them for an AI World

Phil noted my passion for mentoring comes from gratitude for those who helped me. I’m grateful for organizations shaping tomorrow’s leaders.

The next generation will enter a world where IQ, efficiency, and capability are table stakes. We need to ensure they rise with EQ, purpose, community, authenticity, and human judgment.

DECA, Anderson College, and BEN Colorado

To Kimber Spradlin and Lori Sutorius Jones, big thanks for supporting DECA kids with internship roles in your companies. The experience is invaluable to them.

Thank you to Dean Madhu Rao for your vision in preparing ethical business leaders at Anderson College, and to Kay Henze, CDI.D and Mick Freeman at BEN for leading such an incredible “give first” entrepreneurial community. Special thanks to innovative entrepreneurs like Adam Oliver, CEO of Crafted, who exemplify BEN’s mission.

6. Leadership Champions: Giants Who Lift Us Up

“She can see the whole field,” Phil wrote. But that vision came from standing on giants’ shoulders. Many leaders have changed my path forever, but three stand out:

  • Christine / Chris Heckart – A brilliant strategist with a generous heart. She builds teams like the Justice League, bringing out everyone’s superpowers. She has taught me to think big, start small, and move fast. Now Founder and CEO of Xapa, she and her team are making sure human strengths shine in the AI era.

  • Vasu Jakkal – The most compassionate leader I know. She taught me that being effective matters more than being right. I have taken inspiration from her 5 principles of leadership: Passion, Purpose, Possibilities, People, and Positivity. Today she champions security and privacy at Microsoft, protecting our digital future.

  • Kimberly O’Neil – A master at bringing people together and genuinely listening and considering other perspectives. She showed me how to balance vulnerability with strength, when to push forward, and when to pivot. Her resilience, drive, and ability to reinvent herself are inspiring.

Leadership Champions

Thank you, Christine, Vasu, and Kim, for being more than mentors—for being true champions who showed me what great leadership looks like. You are lifelong friends.

Your lessons shape not just my career but how I try to show up for others every day. I hope to make you proud by passing on the gifts you’ve given me.

7. Family: My Heart

Phil mentioned our family’s “boxtume” tradition—making Halloween costumes from cardboard boxes. Our 5 mins of fame during the Today Show’s Halloween special was fun.

We love family adventures, game nights, hosting parties, sports, DIYs, and enjoying the outdoors with our pups, Penny and Isla. Here’s Penny in her Halloween boxtume as an Amazon delivery driver.

My husband, Michael Adams, has been my anchor, supporting me through my career, including when I was practically married to an airplane.

His work from home allowed him to be with the kids, easing my guilt when I traveled. Our biggest contribution may not be what we do—it’s who we raise.

To my family, I love you. You and my faith are my rock and none of this is possible without you. Thank you.

The Adams Family

Looking Forward with Gratitude

As we navigate the AI era, I’m constantly reminded that technology often shows what’s most human about us. The tools we build matter less than how we use them to lift each other up.

I believe that:

Each step of this journey, even the hard ones, has led to unexpected gifts. That company exit that felt too early? It pushed me toward this community of amazing humans figuring out AI together. Sometimes our biggest gifts come wrapped in unexpected packages.

As we gather around Thanksgiving tables, I’m grateful for this journey and all of you who make it meaningful.

From our creative, boxtume-making, adventure-seeking Adams family to yours, may your holiday be filled with those perfect little moments that no AI could ever replicate.

To Phil, you’re an awesome storyteller. Thank you for sharing my story and for inspiring me to write this newsletter.

Want to know more about this journey? Read the full story in Colorado AI News.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly for go-to-market strategy, product, brand, demand, content, and digital, and growth marketing. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.