GrowthPath Partners LLC

Empowering Purpose-Driven Growth

Liza Adams

In the Age of AI, Human Connection Wins

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For decades, teams won by building better technology. Superior product capabilities were the ultimate moat. Engineering and Product teams were the crown jewel.

AI is beginning to change this script.

When AI helps more teams access advanced technical capabilities, superior tech skills and product features are becoming table stakes. The new advantage becomes trust, relationships, and human connection.

Think about your own buying decisions. You can get legal research, financial analysis, and market intelligence from AI tools now. But you still choose who to work with based on whether you trust them. You want someone who understands your real problems and someone you can rely on at all times.

The most defensible moats are migrating from tech to go-to-market.

Marketing becomes about authentic relationship building and trusted brand, not just messaging. Sales becomes consultative problem-solving, not feature demos. Customer Success becomes pragmatic retention approaches when switching costs drop.

This shifts organizational power dynamics. The functions that were once “just sales and marketing” suddenly own the most defensible advantages. Engineering and Product teams that dominated the “build it and they will come” era now need to develop relationship skills alongside their technical expertise.

The irony is interesting to me. In our rush to automate everything, we’ve made the most human skills the most valuable.

“People first, AI forward” becomes competitive strategy.

What are you seeing? Are the relationship builders at your company starting to feel more strategic than the tech builders?

Here’s another post with diagrams that reflect my views on this topic: https://www.linkedin.com/posts/lizaadams_aifeatures-moat-competitive-activity-7257027920592871424-qo_s

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Ask Better Questions: AI for Critical Thinking

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You could be automating yourself out of the exact skills that make you valuable. When you let AI do the thinking and make decisions for you, you’re training yourself to accept answers without question.

But AI actually helps us practice our critical thinking and makes us better at it. This is about getting good at asking the right questions, not necessarily about getting the right answers. We maintain agency of the thinking process and final decision. We still make the call. AI just helps us.

When you approach AI as a thinking partner rather than a task doer, every interaction becomes an opportunity to make your decision-making better.

When you systematically challenge AI outputs and ask for reasons behind every recommendation, you develop stronger evaluation skills. These same analytical habits show up in your team meetings, strategic reviews, and decision-making conversations.

The framework is simple. Three levels of critical thinking that turn any AI conversation into deeper insight:

  • Basic Evaluation – Ask for alternatives, pros and cons, confidence levels

  • Different Views – Get stakeholder perspectives, decision trees, comparative analysis

  • Assumption Challenging – Question what might not be true, explore failure scenarios, run what-if tests

Remember: good questions still need good context. Give AI the background, constraints, and goals it needs to think with you.

The carousel below shows exactly what this looks like in practice. Three real examples from social media planning to pricing strategy to account-based marketing. You’ll see how better questioning turns any conversation into strategic advantage.

Same AI. Same context. Completely different outcomes.

Every day, teams walk away from high value insights because they never learned to think systematically about what AI tells them. The teams who do this well get deeper insights and make better decisions.

Want the complete framework with 18 sample critical thinking questions? Check out my latest newsletter (see link in comments) on critical thinking with AI where I break down the full approach that’s helping turn every AI conversation into strategic advantage.

Newsletter on how to think critically with AI plus sample questions: https://www.linkedin.com/pulse/ai-only-sharp-your-questions-how-critical-thinking-turns-liza-adams-qtdmc.

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ChatGPT Agent Mode: 4 Out-of-the-Box Web Uses

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I’m now working with teams that are testing ChatGPT Agent Mode beyond basic website checks. They’re finding ways to use it for competitive intelligence and website optimization that would normally take hours of manual work.

Here are four out-of-the-box ways to get value from Agent Mode today:

➡︎ Test your website’s experience for both AI and humans – Have Agent browse your site like a potential customer. Can it find your pricing page, use search, access dropdown menus, view your demo video, easily navigate your choose-your-own-adventure pages? This shows you problem areas that affect all your visitors.

➡︎ Check your conversion paths – Test whether Agent can complete key actions like download a PDF, sign up for a webinar or free trial, request a demo, add items to cart. Failed attempts show you where people get stuck in your funnel.

➡︎ Capture competitor ad intelligence – Screenshot competitor ads across platforms and have Agent analyze messaging, design patterns, and positioning. Combine this with Deep Research for complete competitive analysis.

➡︎ Analyze competitor website UX – Have Agent browse competitor sites, screenshot their user flows, and test their checkout processes. You’ll get conversion optimization insights that most teams might miss.

Agent today works well for website interaction and taking screenshots. In the future, we’ll see constant monitoring, automatic updates to your CRM, and connecting different tools together.

To get started, click the plus sign (+) in the ChatGPT chat bar and you’ll see the new Agent Mode option. Then just give it plain English instructions.

Many companies are being thoughtful about Agent rollouts since it can access any site you can access and stores session data. The use cases above are low-risk ways to start. They involve public websites and your own site, not sensitive internal systems.

Use Agent (ChatGPT’s browser-based tool that can browse websites and take screenshots) when you need to interact with websites, take screenshots, or test user flows.

Use Deep Research (ChatGPT’s research tool that pulls from multiple sources) when you need to gather information from many places, understand market trends, or create detailed reports.

Agent works best for doing things on websites. Deep Research works best for understanding and connecting information from different sources.

Start with testing your own website’s experience for AI and humans. It’s easy to do right away and often shows you blind spots in your user experience.

What other use cases are you using Agent for? I’d love to hear what’s working and not working for your team.

ChatGPT Agent Mode screenshot

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Why I Went Back to School for AI Marketing

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Engineering school about killed me back in the day that I vowed never to go back to school. 🤣 But I couldn’t pass up being part of AI Marketing Alliance and Goldcast’s AI for Marketing School given the opportunity to learn from top-notch AI leaders, strategists, and practitioners.

No boring lectures here, just practical guidance from people who are actually doing this work.

Regardless of where you are on your AI learning journey, there’s something for everyone with AI 101, 201, 202, and 301 classes on September 2 from 12 – 3 pm ET.

Jessica Hreha, Yadin Porter de León, and I will be speaking on the AI 301: Governance, Strategy & AI Council Leadership panel.

We’ll cover:

  • ➡︎ How AI is changing your team structure – Why companies are reorganizing around AI and how to work with AI teammates

  • ➡︎ Setting up an AI council that actually works – The key roles you need and the biggest mistakes everyone makes when getting started

  • ➡︎ Finding the sweet spot between rules and innovation – How to keep things safe and turn good ideas into real business wins

See the link in the comment to learn more and register.. See orignal post herehttps://www.linkedin.com/posts/lizaadams_engineering-school-about-killed-me-back-in-activity-7365734671420223491-MAGb?utm_source=share&utm_medium=member_desktop&rcm=ACoAAEFyZhcBeBOPDDQ2WZbpFE9UiuhHuj5zo-Q

A Year of Learning AI Together: 8,000 GTM Leaders

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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.

A year ago, I started “Practical AI in Go-to-Market” with one simple belief. We’re all learning together in this AI world, so why not share the journey?

Today, I’m looking back on something I never expected. Over 8,000 GTM leaders, from account execs and product strategists to CMOs and founders, now get this newsletter every two weeks. More than the number, the community we’ve built matters most.

  • ➡︎ To the readers who forward these emails to teammates, you’ve made the impact bigger than I ever imagined.

  • ➡︎ To the leaders who’ve tried these ideas with your teams, seeing your wins reminds me why I started this work.

  • ➡︎ To the people who’ve shared your AI experiments with me, your willingness to try, fail, and share keeps pushing all of us forward.

  • ➡︎ To everyone who’s challenged my thinking, you’ve made every newsletter better and more inclusive.

This milestone means so much more to me. There’s room for natural sharers in business. For those of us who believe when one person succeeds, we all can. For those who see business as a way to do good.

For years in corporate jobs, I wondered if sharing openly was holding me back. In the right place, it became my biggest strength.

The AI world created that place. When nobody has all the answers, the people willing to learn out loud become the most valuable, not the most vulnerable. When everything changes this fast, sharing what you know generously becomes necessary for everyone’s success.

To anyone building something you’re passionate about, your real voice counts. Your willingness to help others win is what sets you apart. The right people will find you when you build something valuable and share it openly.

Thank you for being part of this journey. Whether you’ve been reading from day one, just subscribed, or you’ve never opened one of my emails but read this far, you’re proof that learning together works.

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