Michael Kraabel

It’s an exciting time to witness how fast artificial intelligence (AI) is advancing, particularly with the rise of large language models (LLMs) like ChatGPT. These models have revolutionized everything from customer service to content creation, but there’s a critical question that lingers in the background: Can AI actually think?

At first glance, it might seem like they do. After all, LLMs can engage in conversations, answer complex questions, and even write poetry. But despite their apparent “intelligence,” the reality is that these models are not thinking. They don’t have thoughts, emotions, or intentions. They’re essentially sophisticated pattern-recognition machines, operating based on the mathematical probabilities of which word should come next.

The Mechanics of a Language Model

Let’s break down how a large language model like ChatGPT operates. These AI systems have been trained on massive datasets of text from books, articles, websites, and more. Through this training, they learn the statistical relationships between words and phrases.

When you ask a model like ChatGPT a question, it’s not “thinking” about the answer. It’s running algorithms to predict which word comes next based on the patterns it’s seen during its training. There’s no cognition involved. The model is, quite literally, running millions of calculations to determine which word, phrase, or sentence has the highest likelihood of being the “right” answer given the input it received.

As AI researcher Gary Marcus puts it: “A system like GPT-3 generates text not because it understands the world or has some internal mental model but because it has seen lots and lots of sentences before and can pattern match.” The result is a machine that’s incredibly good at seeming like it knows what it’s talking about, but in reality, it’s just stringing together statistically probable word sequences.

Is This Really Different from Humans?

Now, let’s pause and consider something interesting. When we, as humans, speak or write, how different is our process? If you’ve ever been deep into writing something—maybe an essay, an email, or even just a text message—you’ve probably noticed moments where the words seem to flow out of you naturally. You aren’t consciously thinking about every individual word or grammar rule, but you instinctively know what comes next.

We’ve been trained by life in much the same way an AI model is trained on data. We learn language through experience, and over time, we become fluent in its patterns and structures. It’s almost automatic—second nature.

David Chalmers, a philosopher and cognitive scientist, has mused on this: “Human language production, in many ways, is automatic. We are largely pattern-matching, following rules that we’ve internalized over a lifetime.” So, when we speak or write, are we really thinking in a fundamentally different way than an AI model, or are we just tapping into a well of learned experiences, following the “rules” we’ve internalized?

The Key Difference: Sentience and Creativity

While both humans and LLMs rely on pattern recognition to an extent, there is a fundamental difference—sentience. As humans, we have the ability to be self-aware, to think consciously about abstract ideas, and most importantly, to come up with new ideas.

AI models, despite their impressive capabilities, are fundamentally limited to remixing and reassembling the information they’ve been trained on. They can’t generate truly novel ideas that haven’t been introduced into their datasets. They don’t have that spark of creativity or insight that leads to groundbreaking discoveries or inventions.

As Yann LeCun, a pioneer in AI, said, “Current AI systems are far from being capable of reasoning about the world the way humans can.” AI can analyze vast amounts of data, spot patterns, and make connections that might elude us—but it does this in a purely mechanical way. When it comes to creating something entirely new, the machine falls short.

So, Can AI Think?

The answer is no, not in the way we typically understand “thinking.” AI models don’t have thoughts, they don’t experience emotions, and they can’t consciously reflect on the world around them. They predict, process, and output based on probabilities. There’s no internal dialogue, no ‘aha!’ moment, no flash of inspiration.

Human cognition, on the other hand, while often driven by learned patterns and automatic responses, has the capacity for creativity. We are sentient beings with the ability to dream up entirely new ideas, theories, and concepts. We don’t just follow the data; we can imagine beyond it.

Where AI Excels (and Where It Doesn’t)

To be clear, this isn’t to downplay the incredible achievements of AI. These models excel in many areas. They can process and analyze information at speeds that are unimaginable for humans. They can surface patterns across vast datasets that we might miss. And yes, they can even help us refine our thinking by suggesting new ways to structure ideas or explore unfamiliar territory.

But, as Hod Lipson, a leading researcher in AI and robotics, noted: “AI can be creative in the sense of coming up with unexpected solutions, but it lacks the intrinsic motivation to pursue a goal or understand why a solution is important.” The machine might produce something that looks creative, but without an underlying understanding of why it matters, it’s not truly innovative in the human sense.

The Uniquely Human Advantage

So, what’s left for us humans? What do we have that these powerful machines don’t?

Sentience and true creativity. The ability to reflect, to wonder, to dream. Not all of us are going to invent the next breakthrough technology, write a world-changing novel, or devise a solution to a global crisis. But every human has the potential to come up with something genuinely new, something that no machine—no matter how sophisticated—could ever create on its own.

That’s the core of what separates us from AI. While machines can process, predict, and output information at incredible speeds, they’re stuck in a loop of rehashing what’s already been introduced into their data banks. We can think beyond the data, beyond the patterns, and generate something entirely novel.

In the words of AI ethicist Kate Crawford, “AI isn’t about human intelligence; it’s about human mimicry.” And that mimicry, no matter how convincing, doesn’t hold a candle to the real thing.

Final Thoughts: Thinking vs. Processing

At the end of the day, it’s important to recognize the strengths and limitations of both humans and machines. AI models like ChatGPT can help us organize information, see patterns, and suggest new directions—but they can’t think or create like we can. The next big idea, the next groundbreaking innovation, will always come from a human mind—not from a machine running through its algorithms.

Our sentience, our ability to conceive new ideas, and our capacity for deep, reflective thought are what make us unique. That, ultimately, is the difference between us and the machines we build. We’re more than processors—we’re creators, dreamers, and inventors. And no matter how advanced AI becomes, that will always be our defining edge.

From a young age, politics has been in my blood. I remember being that curious kid, sitting around the dinner table, eagerly listening to the grown-ups talk about elections, policies, and the future of our country. I didn’t always understand everything they said, but I knew that these conversations mattered. They were the building blocks of the democracy we live in today. I was drawn to these discussions not out of a desire to win arguments, but because I believed that the decisions we make together shape our nation.

As I grew older, my passion for understanding our political system deepened. I pursued a degree in political science, hoping to not only understand the mechanics of government but also to approach it with the same open heart that I had as a boy. Back then, politics felt like something people only talked about in short bursts during election cycles. It was a conversation you’d have every few years, and then life would go on.

Today, the world looks very different. Politics is no longer something we can tune in and out of—it’s constant, it’s everywhere, and it’s overwhelming. The 24/7 news cycle, social media, and endless debates can make it feel like we’re drowning in political noise. But here’s the thing: while politics may feel all-consuming right now, we must remember that voting is still the most powerful tool we have to make a difference. Voting is how we reclaim our ability to focus on our daily lives while ensuring that the right leaders are steering the ship.

The power of voting lies in its simplicity. It’s the moment where we each get to decide who has the better ideas, who has the clearest vision, and which candidate truly represents the interests of our country. Every vote is a small but significant act of revolution, a way to steer the course of our nation without violence, without anger, but with a pen and a ballot.

As President Franklin D. Roosevelt once said, “Nobody will ever deprive the American people of the right to vote except the American people themselves, and the only way they could do this is by not voting.” In a time when it feels like everything is spiraling out of control, voting is our anchor. It’s the one thing we can each do to make sure our voices are heard and that our country reflects the will of its people.

Yes, the nation is divided. But that’s not a reason to shy away from our civic duty—it’s the exact reason we should embrace it. The beauty of democracy is that we are blessed with the opportunity to vote, to participate in a peaceful revolution every two to four years. This isn’t about hating someone for their ideas or their beliefs. As Dr. Martin Luther King Jr. reminded us, “We must learn to live together as brothers or perish together as fools.” It’s okay to disagree on policy or personality, but we must never allow those disagreements to turn into hatred.

We are all entitled to our beliefs, and we all have a duty to engage in the political process. Our candidates are meant to represent us so that we can return to our lives knowing that we’ve done our part. Voting isn’t just about supporting a candidate; it’s about supporting the very foundation of our democracy. As Thomas Jefferson said, “The government you elect is the government you deserve.” This is why we vote—not just to choose our leaders, but to choose the direction of our future.

So, as we approach the upcoming election, let’s remember the power of the vote. Let’s recognize that our nation’s strength lies in the fact that we can come together, even in disagreement, to shape our shared future. Let’s celebrate that we have the freedom to choose, and let’s use that freedom wisely.

Voting is our civic duty. It’s our chance to make our voices heard, to shape the future, and to engage in a peaceful revolution. So when the time comes, don’t stand by. Step up, cast your vote, and be part of the change. The world is watching us—let’s show them what true democracy looks like.

Some of my closest friends stand firmly on the opposite side of the political spectrum, and I love them dearly for it. Our differing views haven’t weakened our bond; they’ve strengthened it. We’ve had countless debates and spirited discussions, but through it all, we’ve maintained respect, understanding, and a deep appreciation for each other’s perspectives. It’s a reminder that our democracy thrives on diversity of thought, and that meaningful relationships can and should transcend politics. Disagreeing on policies or candidates doesn’t mean we can’t find common ground in our shared values and mutual respect.

There’s too much hate in the world right now. Instead of compassion, it feels like people’s default reaction is revenge or retribution. We’ve stopped seeing each other’s humanity, focusing more on differences than the things that connect us. It’s as if we’ve forgotten that behind every belief, every opinion, there’s a person—a fellow human being with hopes, dreams, and struggles, just like us. We need to take a step back, breathe, and remember that empathy and understanding are what truly make us strong. It’s time to bring back the compassion that seems to be slipping away.

My Political Statement for the Season:

My contribution to this election cycle is to remind you to vote—no matter who you choose. I don’t care if it’s for one candidate, the other, or someone else entirely. If you’re stuck and can’t decide, hey, write in your mom. And if you don’t think she’d be up for the job, feel free to write in my dad—he’s pretty great, and I’m sure he’d be up for the challenge. I think he’s bored in retirement. Just make sure you get out there and vote because that’s what truly matters.

Check out our new bipartisan T-shirts, perfect for those who believe in the power of voting without the drama. These tees are about as political as I’ll get online—designed to celebrate democracy and encourage everyone to make their voice heard, no matter who they support. Grab yours today and show the world that the revolution starts at the polls.

When you think about your health, you probably envision your local hospital—a place that’s equipped to handle every kind of ailment, from a minor scrape to complex surgeries. Yet, despite all those services available, you usually only visit the hospital for one specific reason. Maybe it’s a cold that won’t go away or a pesky knee pain that flares up after your morning run. Regardless, you trust your doctor to address your immediate concern and advise you on the next steps to keep your entire body in good shape for years to come.

This scenario is strikingly similar to how you should view your relationship with a marketing agency. Just as a hospital is there for your health, an agency is there for your business’s well-being. And while an agency can provide a full range of services—everything from branding to SEO to video production—you likely approach them with a specific pain point in mind. Maybe it’s a website that isn’t converting or a social media campaign that’s falling flat. Whatever it is, your agency should not only fix the issue but also take the time to look at the bigger picture and offer advice on how to keep your business healthy for the long term.

More Than a Quick Fix

Think about your last doctor’s visit. Maybe you went in for a sore throat, but a good doctor wouldn’t stop there. They might ask about your diet, remind you of an upcoming vaccination, or suggest a cholesterol test. They’re thinking holistically—how your sore throat fits into your overall health picture and how you can avoid bigger issues down the line.

A good agency works in much the same way. Sure, you might come in because your paid search ads are underperforming, but a full-service agency won’t stop at the symptoms. They’ll take a holistic view of your marketing ecosystem. Maybe they’ll suggest a revamp of your website’s user experience to improve conversions or recommend content strategies that build your brand over time. They’re not just treating your pain point—they’re ensuring your business thrives in the long run.

You Don’t Need Every Procedure

Now, let’s be real. If you walked into a hospital and said, “Give me every test, treatment, and procedure you offer,” you’d be bankrupt in no time. The same goes for marketing services. You don’t need every service all at once. It’s important to prioritize based on your current business needs and long-term goals.

A good agency, like a good doctor, will help you prioritize. Maybe you don’t need an expensive branding overhaul right now, but improving your email marketing could bring a quick and measurable boost to your bottom line. A full-service agency can identify what’s most pressing today, what can wait, and what will keep your business healthy for the future.

Trusting the Experts

Trust is the foundation of any relationship with a doctor, and it should be the same with your agency. You trust your doctor because they have years of experience and expertise that you don’t. They know the latest treatments and understand the best ways to keep you healthy. Similarly, a good agency is steeped in the latest marketing trends, technology, and data. They know what works, what doesn’t, and what’s coming next.

When your doctor tells you that you need surgery, you trust that it’s the right move for your health. Likewise, when your agency tells you that your website needs a complete overhaul, it’s because they have the knowledge and experience to know it’s the right move for your business. Yes, there are economic factors at play in both scenarios, but a good doctor and a good agency always have your best interests at heart.

A Holistic Approach to Your Business Health

At the end of the day, you want both your doctor and your agency to take a holistic approach. You want a healthcare plan that not only fixes the problems but also prevents future issues, just like you want a marketing plan that doesn’t just solve immediate challenges but sets your business up for long-term success.

So, when you’re looking for an agency, think of it like finding the right hospital. Look for one that offers a wide range of services and expertise but knows how to prioritize based on your current needs. Trust them to diagnose your pain points and to guide you through the options that will keep your business healthy and thriving for years to come.

Just like you wouldn’t trust your health to just anyone, don’t trust your business to just any agency. Make sure you have experts who care about the bigger picture, just like your doctor does for your body.

Your business deserves full-service care, and a great agency can provide just that.

Brand archetypes are powerful tools that help marketers define and communicate a brand’s personality, purpose, and position. Rooted in Carl Jung’s psychological theories, archetypes represent universal symbols and themes that resonate with people across cultures and time. In branding, these archetypes help focus efforts, ensuring consistency and authenticity in brand messaging and experiences.

The History of Archetypes

The concept of archetypes was developed by Swiss psychiatrist Carl Jung in the early 20th century. Jung identified recurring symbols and motifs in human experiences, which he believed stemmed from the collective unconscious—a shared pool of knowledge and experiences. These archetypes manifest in myths, stories, and dreams and embody fundamental human desires, fears, and motivations.

In the context of branding, archetypes serve as a framework to craft a brand’s narrative and personality. By aligning a brand with a specific archetype, marketers can create a consistent and relatable identity that resonates with their target audience.

Key Brand Archetypes and Their Applications

1. The Hero

Traits: Courageous, determined, honorable

The Hero archetype represents brands that inspire through achievement and perseverance. They often embody qualities like bravery, strength, and a desire to improve the world. Hero brands position themselves as the best in their category, striving to make a positive impact.

Examples: Nike, Duracell

Application: Hero brands should focus on messages of empowerment and overcoming challenges. They thrive on stories of triumph and excellence, appealing to consumers’ desire for strength and inspiration.

2. The Outlaw

Traits: Rebellious, unconventional, disruptive

The Outlaw archetype is about breaking the rules and challenging the status quo. These brands are seen as rebellious and provocative, often appealing to those who resist conformity.

Examples: Harley-Davidson, Virgin

Application: Outlaw brands should embrace bold and unconventional strategies. They can use edgy and daring communication styles, emphasizing freedom and innovation.

3. The Magician

Traits: Visionary, transformative, imaginative

Magician brands are all about transformation and creating extraordinary experiences. They inspire change and make the impossible possible.

Examples: Apple, Disney

Application: Magician brands should focus on innovation and creativity. They thrive on delivering unique and transformative products or services that inspire wonder and curiosity.

4. The Lover

Traits: Passionate, intimate, warm

The Lover archetype focuses on emotion, sensuality, and relationships. These brands appeal to the heart and the senses, often associated with luxury, indulgence, and personal connection.

Examples: Chanel, Victoria’s Secret

Application: Lover brands should emphasize aesthetics, beauty, and emotional engagement. Their messaging should evoke feelings of intimacy and pleasure.

5. The Jester

Traits: Fun, playful, light-hearted

Jester brands bring joy and laughter. They don’t take themselves too seriously and aim to entertain and surprise.

Examples: Old Spice, M&M’s

Application: Jester brands should use humor and playfulness in their messaging. They can take risks with unconventional campaigns and encourage a light-hearted, carefree attitude.

6. The Sage

Traits: Wise, knowledgeable, thoughtful

The Sage archetype represents wisdom and insight. These brands seek truth and knowledge, often positioned as experts in their field.

Examples: Google, The New York Times

Application: Sage brands should focus on providing valuable information and insights. They should position themselves as trusted sources of knowledge and thought leadership.

7. The Explorer

Traits: Adventurous, curious, independent

Explorer brands are about discovery and adventure. They appeal to consumers’ desire for freedom and exploration.

Examples: Jeep, The North Face

Application: Explorer brands should emphasize adventure, exploration, and self-discovery. They can use messaging that encourages consumers to break out of their comfort zones and seek new experiences.

8. The Innocent

Traits: Pure, optimistic, simple

The Innocent archetype is about simplicity and optimism. These brands promote happiness, trust, and positivity.

Examples: Coca-Cola, Dove

Application: Innocent brands should focus on positive messaging and simple, wholesome experiences. They can use imagery and language that evokes purity and happiness.

9. The Creator

Traits: Creative, imaginative, expressive

Creator brands focus on innovation and the creative process. They value self-expression and originality.

Examples: Lego, Adobe

Application: Creator brands should encourage creativity and innovation. They can engage their audience through artistic and imaginative content.

10. The Caregiver

Traits: Caring, nurturing, compassionate

The Caregiver archetype is about service and protection. These brands are supportive and nurturing, often associated with health and well-being.

Examples: Johnson & Johnson, TOMS

Application: Caregiver brands should focus on messages of care and support. They can highlight their commitment to helping others and improving lives.

11. The Ruler

Traits: Controlling, authoritative, responsible

Ruler brands are leaders in their domain, often associated with power and control. They seek to create order and stability.

Examples: Mercedes-Benz, Microsoft

Application: Ruler brands should emphasize quality, reliability, and leadership. They can position themselves as authorities and market leaders.

12. The Everyman

Traits: Relatable, humble, down-to-earth

The Everyman archetype is about belonging and connecting with others. These brands are approachable and aim to fit in with everyday life.

Examples: Ikea, Target

Application: Everyman brands should use inclusive and relatable messaging. They should focus on being accessible and straightforward, appealing to the common person.

Utilizing Archetypes in Branding

Creating Brand Consistency

By defining a brand archetype, marketers can ensure that all aspects of branding—from messaging and visuals to customer interactions—align with a consistent personality and voice. This consistency helps build trust and recognition among consumers.

Framework for Decision-Making

Archetypes serve as a valuable framework for determining if something is “on brand.” When faced with decisions about marketing strategies, product development, or partnerships, brands can ask whether the choice aligns with their archetype’s values and characteristics. This helps maintain brand integrity and prevents confusing or conflicting messages.

Archetype Testing and Identification

Brands can use archetype tests to identify their primary and secondary archetypes. These tests typically involve a series of questions that assess a brand’s values, mission, and customer perceptions. The results can help brands understand their core personality and how to communicate it effectively.

Example Questions from an Archetype Test:

• What are your brand’s core values?
• How do you want your customers to feel after interacting with your brand?
• What is your brand’s mission?

These questions help identify the most resonant archetype, guiding the brand’s overall strategy.

Final Thoughts

Brand archetypes provide a powerful framework for building a compelling and authentic brand identity. By aligning with a specific archetype, brands can create a consistent and relatable personality, guiding all aspects of their communication and engagement. This not only helps in creating a focused brand strategy but also ensures that all brand activities resonate with the target audience, fostering stronger connections and loyalty.

In today’s digital age, the line between civil discourse and personal attacks has blurred. As someone who’s been the face of a company under public scrutiny, I’ve experienced firsthand how quickly criticism can escalate into personal attacks. The internet, with its message boards and review sites, has fostered a toxic trend where people, fueled by anger and frustration, seek to emotionally and financially damage those they disagree with.

My Experience and Reflections

Recently, I faced a barrage of negative feedback directed at me personally, despite the numerous factors contributing to my company’s challenges. This experience highlighted a disturbing trend: instead of seeking solutions or understanding, many rush to publicly vent their frustrations, hoping to rally others to their cause. This behavior, often dubbed “cancel culture,” isn’t about seeking justice but rather about validating negative feelings through collective outrage.

I’ve realized that I’ve been guilty of this behavior myself. In moments of frustration, I’ve taken to social media to express my dissatisfaction with companies like Delta Airlines or restaurants that didn’t meet my expectations. Reflecting on this, I’ve made a personal pledge to change.

A Lesson in Compassion: The Ragbrai Bike Tour Incident

A recent experience underscored my commitment to this new approach. While supporting friends during the Ragbrai Bike Tour across Iowa, we encountered a mechanical issue with our motor coach. It was the first personal vacation I had taken in probably 10 years, so a breakdown with the motor coach would have erased all the stress reduction the first few days of the trip provided. Faced with a tight schedule and limited repair options, we were in a bind. After numerous calls, I found Good Life RV in Des Moines, Iowa, willing to help, despite their busy day.

I showed up before they were open and waited in the parking lot.  They waived me in 15 minutes before their scheduled opening hours and were so incredibly kind and empathetic to my cause.  They quickly re-arranged their schedule to fit me in for repairs and set me up with a private office and wifi so I could work while the coach was in the workshop bay.  I met a series of amazing employees who just wanted to help me out.

After chatting with a the general manager for a few minutes, he confessed that his biggest concern wasn’t the busy day ahead, but rather the potential backlash from a dissatisfied customer who they might not be able to help. He feared that more and more people would stop in and they wound’ have the resources to take care of everyone – even if they wanted to.  This resonated with me deeply, as I’ve shared that same fear in my business. It’s a reminder that behind every company are real people trying to do their best under challenging circumstances.

I promised him that I would leave them a positive review, even if they weren’t able to make the repairs.  The fact that they wanted to try meant a lot to me.

Here’s the review I left for them:
“I had an emergency repair that needed to be done while supporting my team of riders on the Ragbrai. The folks at Good Life RV could not have been more helpful. They were able to move some things around to get me in, which was amazing. They set me up in a private office so I could work while they made the repair. Beautiful location, great coffee, and some of the nicest people you will ever meet. Everyone here gets 6 stars out of 5 from me. I know they’re going to be swamped today, but from my experience, I can’t recommend this place enough. You saved our Ragbrai.”

The gold folks at Good Life RV got me on the road within a short period of time.  They even topped off our freshwater supply so we could take showers later that day.  The cherry on top of a great experience.

The Culture of Negativity in the Digital World

In today’s digital landscape, negative reviews and angry rants attract more attention than praise. It’s easier to get noticed by expressing outrage than by highlighting positives. This creates a skewed perception, where mistakes and mishaps overshadow the daily hard work and dedication of countless individuals. We forget that businesses are composed of people who, like us, have families and personal lives and who strive to provide the best service they can.

Mistakes happen, people have off days, and sometimes companies fail. It’s essential to remember that these are not defining moments but part of the human experience. Before venting anger online, we should consider the broader context and the impact of our words on those we target.

Even as I write this, I know that there is someone out there that’s angry that I’m posting this. They are outraged that someone would dare take away their precious ability to be an asshole online.  I won’t fight or defend these people, as their punishment is having to live with their own negativity is enough.

A Personal Apology and a Call to Action

In light of this, I owe an apology to Delta Airlines for my tweets over the years. Running an airline is no small feat, and despite the occasional inconvenience, they’ve safely transported me from point A to B without incident. That’s something worth acknowledging.

Moving forward, I aim to leave more positive reviews and keep negative experiences private. This doesn’t mean suppressing valid concerns but rather addressing them constructively and privately. Let’s shift the focus from retribution to understanding, from public shaming to private resolution.

In a world where it’s easy to criticize, let’s choose empathy and support. We all make mistakes, but we also all have the capacity to do better, both in our actions and in how we respond to others.