We’re living in the age of information overload.
AI tools, YouTube tutorials, TikTok hacks, blogs, and podcasts pump out content faster than anyone can consume. Whatever someone wants to learn, from cooking to coding to lacrosse, the raw information is already out there. Often for free.
So here’s the truth: selling information by itself is harder than it’s ever been.
But that doesn’t mean there’s no value left. It means the role of the expert has changed.
From Provider to Guide
In the past, experts were valued for what they knew. If you had knowledge, you could package it and sell it.
Today, people don’t just need knowledge. They need:
Clarity: What’s important right now vs. what can wait.
Direction: The exact next step, not a buffet of possibilities.
Confidence: Trust that the path they’re following will work.
Your role isn’t to drown them in more information. It’s to cut through the noise, filter out the fluff, and give them a path they can actually follow.
Read next: Find the Emotional Hook Behind Your Offer — shows why people don’t buy “topics” but outcomes, and how to find the deeper “why” behind what you sell.
Why This Works (Even in the Age of AI)
AI can explain things. It can draft diet plans, generate workout routines, and spit out strategy guides.
But here’s what it can’t do well: relate.
It can’t look someone in the eye when they’re frustrated.
It can’t share a “I’ve been there” story that makes advice stick.
It can’t personalize a plan based on someone’s quirks, habits, or fears.
People don’t just want answers, they want a guide they trust.
AI has made the flood of raw information even bigger. That means your value isn’t in competing with AI as an encyclopedia. Your value is in being the human filter who organizes, personalizes, and delivers what matters.
Go deeper: The Psychology of the First Purchase — explains why the first “yes” from a customer is less about facts and more about trust, simplicity, and quick wins.
Example: LaxPlaybook
Take my own project, LaxPlaybook.
Lacrosse drills and plays aren’t hard to find. There are books, YouTube clips, and clinics everywhere. If all I sold was a list of drills, I’d be competing with free content.
But what I offer isn’t just information. It’s a system:
Which drills matter most at each stage of the season.
How to connect them into an offense that works.
How to prioritize time when practice is short.
That’s clarity. That’s prioritization. That’s why it sells, even when the raw information is everywhere.
See also: Can They Say ‘Yes’ in 10 Seconds? — shows how to package your system so buyers instantly know it’s for them.
The Bottom Line
The winners today aren’t the ones publishing the most or shouting the loudest. They’re the ones who can say:
“Here’s what actually matters. Here’s the step you take next.”
AI will keep getting better at delivering information. But it will always struggle to replace the human guide, the person who understands, relates, and simplifies the journey.
That’s the business that has a future.
Related resources:
Crafting an Offer That Gets an Instant ‘I’m In’ — how to make your offer irresistible instead of confusing.
When Likes Aren’t Enough: How to Tell If People Will Buy — spot signals of real intent before you build.
Can You Monetize Curated Content? — turn your ability to filter and share into a business model.