Company of One. Marketer of One.
Flipping the fear-based narrative that AI is a job killer for marketers, I'm going to show you how AI empowers me uniquely to be a Company of One.
Let’s flip the script and get past all the fearful headlines we hear these days about AI and the end of the knowledge worker, particularly in marketing.
If AI is so powerful that it’s killing as many as half of all marketing jobs in the next 5 years, then it’s probably also true that AI is powerful enough to open new lanes of entrepreneurship that would have been closed before. Companies of just one headcount with a team of AI agents can drive outcomes equivalent to a 5 or 6-person team. The new economics allow founders to cater to smaller audiences that they’re uniquely capable of servicing that would have been impossible to support under the old cost model. With just a few hundred dollars a month in cloud software spend, you can build a $1M revenue Company of One, doing something you’re passionate about.
That’s exciting.
My thesis is that if you have the following three things, you can take those marketing skills from the big company and put them to work for yourself in the small company. Find a niche where:
You are uniquely capable of servicing a well-defined segment
The segment is big enough that gaining 1% of that market translates into an 8-figure revenue company, but even getting 1/10th of 1% is a 7-figure company
The audience is roughly similar across geographies, but is nevertheless spread around the world, thus reaching them can only be done with a digital go-to-market approach (generally this is B2C and not B2B)
I’m inspired by the vision of controlling my own future, being my own boss, and executing on my strategic vision with a team of AI agents from a 10x12 cottage overlooking my swimming pool. Being able to do this from a laptop and WiFi anywhere in the world is important to me. Being close to my girls and available to them as they grow up is important to me.
But how to do it? We are so early in the Age of Agentic AI that fear overcomes the conversation, but I am emboldened by it. My org chart with a team of AI Agents looks something like this:
Founder/CEO/CMO: Vivek Asija
│
├── Head of Client Acquisition (AI Growth Manager)
│ ├── Audience Intelligence Agent
│ ├── AI Content Strategist
│ ├── AI Social Media Agent
│ ├── AI Paid Ads Manager
│ ├── AI Email Nurture Agent
│ ├── AI CRM/Analytics Agent
│ └── AI Community Partnerships Agent
This newsletter and podcast is dedicated to the art, science, and craft of marketing in the Company of One. By a Marketer of One. AI is a blunt-force weapon right now. A bazooka when we’re used to bows and arrows. But in the hands of a strategic marketer with deep experience across product categories, sales motions, and segments — what could happen?
Let’s find out with video demos, product walk-throughs, guest interviews, and more as I build my new company that meets the three criteria defined above — a family video recording service for the South Asian Diaspora called South Asian Family Lore.
Regards,
Vivek Asija
Founder, South Asian Family Lore
https://southasianfamilylore.com/
vivek@southasianfamilylore.com