At 5:30 am this morning, I was driving into Bunnings Warehouse, having a conversation with ChatGPT.

If you don't know what Bunnings is, it's as Australian as it gets.

It's a massive hardware store and a national treasure.

It's a 15-minute drive, but I got more done in those 15 minutes than most would in a day.

For context, I've recently come on board with a startup.

They are outside the high-ticket space in blue ocean.

I have been brought in to scale it.

The founder is brilliant, but he knows his strengths are not public-facing.

One of the things I'm currently tasked with is copy/website design.

I know roughly what the brand will stand for, but I'm in the stage of getting it dialled in.

On the drive, I fired up the ChatGPT app and set it to talk.

I gave it background on the company, the landscape, why it is going to demolish the competition.

In that 15-minute drive, I had the homepage, about page, and company brand clearly mapped out.

It was as if I had a top-tier brand expert and copywriter in the car with me.

On the trip home, I hopped back into it.

I workshopped product names with each potential brand direction.

I mapped out future marketing videos and content ideas.

This wasn't all me; ChatGPT was asking me questions and clarifying points I made.

Things I hadn't even thought of.

And the best part?

It's 90% of the way there.

The framework, brand, direction.

It just doesn't sound exactly how I want it to.

All I need to do now is copy it across to Claude, prompt it correctly, and I will have a final product, superior to what almost every copywriting team is capable of.

And if I need to update it/adjust it in the future based on data?

I put that data in Claude, unpack potential problems with the copy, and then Claude will make the adjustment for me based on world-class copywriting techniques.

The one thing I like to point out here — knowing how to talk to AI is key to using it.

It's where most people have trouble.

They say "write me this" and wonder why it comes out generic.

In the coming weeks, I'll share some details on how to speak with AI.

But for now, download the ChatGPT app and start speaking.

You'll be glad you did.