The Client With ChatGPT Is The Engineer Who Isn't An Engineer

A study on ChatGPT use looked at people using AI to write code

They expected the software engineers to run away with it in terms of successful use

But they didn’t - engineers succeeded at roughly the same rate as everyone else, job title didn’t make a difference.

What actually predicted success was expertise - The people who knew the domain deeply got more out of every prompt, spotted when the output was wrong, and steered it somewhere useful.

The people who didn’t just got confidently handed nonsense that they didn’t have the appropriate skills to evaluate

Which, if we think about it - is where clients are at with using LLMs for information

Your client with ChatGPT is the non-engineer shipping code.

They can get a training plan, a meal plan, a macro split, a deload week - instantly, for free, in better English than most coaches write.

AI has commoditised the credential, which we knew was happening - but it hasn’t commoditised judgement.

Because the same reason AI won’t run your business is the reason it won’t coach your client.

Coaches often can’t tell whether AI’s marketing plan is any good, because they don’t have business expertise - they have coaching expertise.

And your client can’t tell whether the AI’s training plan is any good, because they don’t have coaching expertise - they have a spreadsheet.

So when a prospect says ‘Why would I pay you when I’ve got ChatGPT?’, the honest answer is that AI can give you a plan - but before ChatGPT, you could download free plans online.

It’s harder for it to notice when it’s wrong, or change it when life changes

More coaches need to be demonstrating and selling on taste and discernment, not their credentials