962: Marshall Goldsmith Giving Away All His Knowledge through AI

Pete Mockaitis

Marshall, welcome back.

Marshall Goldsmith

Very good to see you again. Thank you for inviting me.

Pete Mockaitis

Oh, it’s good to see you again. I’m seeing a familiar backdrop. I remember you invited me to your home last time, and that was super cool. But I think this joke maybe has already been done before, Marshall, but if you’ll forgive me, I have to ask. Is it actually you, the human being Marshall Goldsmith, I’m speaking to?

Marshall Goldsmith

This is indeed me, the human Marshall version.

Pete Mockaitis

Okay. Okay. Because I’ve used the Marshall Bot, the AI situation that we’re talking about, and I didn’t think it could do a video of your face yet. Is that accurate?

Marshall Goldsmith

That is coming.

Pete Mockaitis

Okay.

Marshall Goldsmith

Now, the sequence of events is text first, then voice, then video, then video and multi languages, and then, ultimately, the metaverse.

Pete Mockaitis

Okay, yeah. You have a very clear pathway but let’s back way up to the beginning. So, all right, Marshall, we got a MarshallGoldsmith.ai. What’s the story here? What’s that about? Why? Tell us everything.

Marshall Goldsmith

I’ve always wanted to give away all that I know to as many people as I can. And I’ve done a pretty good job of it, yet I’ve tried to figure out some technology to make this work. I have pretty much 20 years of abject failures to my credit. I tried things like interactive videos, you know, $3,000 clunky boxes that weighed a ton and didn’t work. I mean, I have tried so many things with nothing but failure until the last year.

So, just in the last year, in hindsight, by the way, we had a whole group of people trying to figure out how to do this. It was really like having a hundred monkeys in a room waiting to type the Gettysburg Address. It wasn’t going to happen. We tried and failed. It wasn’t going to happen. So, what happened is now, after the advent of this new technology, it is mind-blowing. And not only is what I thought it would be, it’s about a hundred times better than I thought it would be.

Pete Mockaitis

Okay, cool. Well, so the technology to, as I’ve experienced it, I go to MarshallGoldsmith.ai, which all listeners can do right now. I can type in some questions or things and it will give me a response. And I can even play your voice, to hear your voice doing that response. So, that’s kind of fun. And so, tell me, how does this differ from, say, ChatGPT?

Marshall Goldsmith

Well, a couple of ways. First, everything that is a computer bot is biased. Let me give you what I mean by that. Let’s say you ask a question, “What is leadership?” A simple question, but there are 30 different definitions. My old mentor, Dr. Paul Hersey taught me, he said, “Look, always use an operational definition. Never say it’s the right definition. Just say it’s your definition. There are many ways you can find words. Don’t get into semantic contests.”

Well, when you use Marshall Bot, it’s my definition, so at least you know whose opinion you’re getting.

Pete Mockaitis

All right. So, duly noted, fair enough. Every AI bot will be biased in one way or another. With the Marshall Goldsmith.ai, we know it is biased in all the ways Marshall Goldsmith is biased.

Marshall Goldsmith

And my bot has no political opinions. No political opinion, no medical advice, and no financial advice. So, mine is programmed just to give you advice about people issues or things I may know something about. Anything else that’s outside of my bailiwick, boom, it doesn’t talk about.

Pete Mockaitis

Well, I actually really appreciated that. I’ve asked it several questions and it says, “I apologize, apologize.” It double apologizes. Maybe that’s a quirk or a bug, “But this question is outside of my expertise. As an executive coach, I am only able to answer questions related to my life teachings and books.”

I was really having fun with it. It was like, “Hey, who calls you every day with those questions? And what are they?” It’s like, “My friend Jim Moore asked me these daily questions.” Okay, cool. It’s like, “Hey, did your daughter win Survivor?” “Well, my daughter, Dr. Kelly Goldsmith, was a contestant. She got far but didn’t quite win.” It was like, “Okay. All right. This is sure enough.”

Marshall Goldsmith

Ask it. Ask it why I wear a green T-shirt every day.

Pete Mockaitis

You know, I remember looking at your closet, there’s like a dozen green shirts.

Marshall Goldsmith

“Why do you wear a green polo shirt every day?” ask it that, “Why do you wear a green polo shirt?”

Pete Mockaitis

Let’s do it. Let’s do it. And, guys, you can have the same fun at home at MarshallGoldsmith.ai. Marshall Bot is thinking, ellipsis, “The New Yorker Magazine wrote a story. Larissa MacFarquhar noted you always wear a green polo shirt. You didn’t do that, but that’s what you remembered. Now they expect it from you.” Okay, that’s fun. Well, so we got a thing. Maybe we got a thing, it’s different in that the training dataset is not the whole internet, it’s just your stuff, like your books, your blogs, your articles. This is what it was built off of. I don’t know, am I in there? Is the interview? Like, I interviewed you, would our source material be there?

Marshall Goldsmith

Answer is I don’t know. Let me tell you, though, what it does do that I had not planned and only started doing like a month or two ago. My daughter wanted to trick it, so she said, “Aha, how is utilitarian philosophy related to your coaching?” I don’t know what utilitarian philosophy is. It gave this brilliant answer.

You can ask it, “How is Islamic philosophy, Buddhist philosophy anything related to my coaching?” it’ll answer it. So, what it does is it actually does peruse the internet, yet it puts everything through the filter of what it knows about me. Then it answers it in my voice in a way that is pretty much 100% what I would say. And, by the way, in about five seconds. This is mind blowing. This is not, by the way, what I expected. It’s way better than what I expected.

Pete Mockaitis

Okay. Cool. And I see that the tech platform underlying this is from a company Fractal.ai. Do we know, what are they working with? Do they have their own model? Or is it Gemini? Or is it…?

Marshall Goldsmith

I don’t know. Let me tell you, I’ve been a very unusual sequence of characteristics that makes this possible. Not too many people have their own sophisticated AI computer bots. So, this is reasonably unusual, number one. Why? For four reasons. One, I got a lot of followers. So, I’ve got 1.5 million followers on LinkedIn. Well, you give away everything you know, if you don’t have any followers, guess what? No one cares. You give away. Nobody cares.

Number two, I’ve got a lot of content. You really need a lot of content to make this work. If you have a tiny amount of content, it’s not really worth it. Number three, I’m willing to give it away. So, not too many people have a lot of followers, a lot of content and want to give it away. And then, number four, I’ve got some nice people at Fractal that are writing big checks to pay for it.

Pete Mockaitis

Oh, okay. Cool. So, you part with zero dollars in order to have this capability.

Marshall Goldsmith

Zero.

Pete Mockaitis

There you go. Cool.

Marshall Goldsmith

On the other hand, I don’t charge anything. And they don’t charge anything. Now, let me tell you another thing I love about this. There isn’t some trick door. See, normally when you get something for free, it’s like, “Well, yes, you can get this for free. Yeah, if you spend just a little bit more, you go through the magic door and you get…” you know, there’s always upsell. What I love about this is there is no upsell. The only trick is there isn’t a trick. It’s actually free. You’ve been using it, right? It’s free.

Pete Mockaitis

All right. Well, so then tell me, in terms of if a person just wants to get some value from this, and it’s just, “Hey, I got a question about leadership, whatever. I’m just going to drop by MarshallGoldsmith.ai, and then just ask it.” And that’s sort of how you envision it being used? That’s that.

Marshall Goldsmith

Anyone in the world that wants to. Ultimately, by the way, ultimately in multiple languages.

Pete Mockaitis

Yeah. Okay. Cool. All right.

Marshall Goldsmith

It’s not there yet, but ultimately the goal is video and multiple languages.

Pete Mockaitis

Well, so now as compared to, if someone were to straight up hire you as a client, you are their executive coach, and so you’ve got many famous CEOs from across the years who have been your clients.

Marshall Goldsmith

Either, number one, they’ve got to be running a huge nonprofit that does good or, number two, they’re writing a nasty check.

Pete Mockaitis

Certainly. So, right there, we got some savings and better access, so there’s some advantages. But how would you compare/contrast the experience one would have, having you, the human being, coach extraordinaire, Marshall Goldsmith, versus MarshallGoldsmith.ai?

Marshall Goldsmith

MarshallGoldsmith.ai is an information and knowledge bot. It’s not really a coaching bot as such. It’s information and it’s knowledge through the prism of me. That’s really what it is. Now, when I coach people, yeah, you’ve seen me, I just give people crap all the time, you know, I make fun, I’m a terrible coach. Although I get ranked number one coach in the world, God knows why.

But anyway, I always give people a hard time, joking around with them, having fun. I mean, the bot is a bot. It doesn’t tell jokes too much and it doesn’t have some wacky personality, and so it’s probably not as funny as me, and it also doesn’t ask questions as much as me. What it does is it’s not really designed to be a coaching bot. It’s designed to be an information and knowledge sharing bot.

Pete Mockaitis

Okay. Understood. So, in a way, it’s going to give me something that’s a little bit more customized and on target above and beyond to, say, a Google search, better than Google searching your archives of stuff. I’m getting better…

Marshall Goldsmith

And better. Number one, better, and, two, it’s a pain in the butt. Let me give you some real examples. And as, you know, I can always mention names of my clients. One of my clients is Dr. Patrick Friis. Now, Dr. Patrick, I am a volunteer for him because he’s running the Rady Children’s Hospital. I don’t charge him lots of money, so little kids get…little kids don’t get health care. That’s kind of tacky. So, his is all free, but he’s merging with another children’s hospital, so they can have one of America’s largest children’s hospitals, right?

He asked me, “What’s it like to be a co-CEO? What’s good about it? What’s challenging about it? What ideas do you have?” But that’s a hard question. There really aren’t many co-CEOs. Now I’ve met a few. Some are very successful, like KKR. Most aren’t, right? Most aren’t. And I asked Marshall Bot. The thing had a brilliant answer. No offense to me, it was a much…I agreed with it all, but it was more detailed and thoughtful than my answer.

Then he said, “Well, that’s really good. How about this issue of setting boundaries? That seems very important with the other co-CEO.” Boom! He goes into great detail about that. It was amazing. Then he asked me anything I’d like to add to it. Well, I kind of threw in a little something. I think he tried to make me feel good, “Oh, Marshall, your comment is good. Your comment is good.” I don’t think I added very much. I mean, I think, really, if you had a contest, it versus me, it wasn’t close. Its answer was way better than my answer.

Pete Mockaitis

Okay. So, when it comes to digging up relevant information, it can do that way quickly and way thoughtfully. When it comes to having a rich two-way back-and-forth question dialogue leading somewhere, it just doesn’t have that capability.

Marshall Goldsmith

That’s not what it does. For example, it’s not going to look at you and say, “Okay, why are you sending that for? You know, why are you trying to show off?” I fine my clients $20 every time they start a sentence with no, but, or however, right? So, I talk to them, and my client said, “But, Marshall…” I said, “That’s free. If I ever talk to you again, you say no, but, or however, I’ll fine you $20.” He said, “But, Marshall, 20.” “No, 40. No, no, no, 60, 80, 100. We lost $420 an hour and a half. At the end of the hour and a half, we said, thank you. I had no idea.

I was talking with another client who’s worth hundreds of millions of dollars, right? Hundreds of millions. He’s 53 years old. He’s good-looking, healthy, got a nice wife and three good kids. He’s not happy. You know what I told him? “Raise your right hand, repeat after me. My name is Joe and I’m an idiot.” I said, “You’re an idiot. What is wrong with you? If 99% of the world were listening, they’d be like, ‘What a fool!’ And they’re exactly right. You’re an idiot.” You know what he said? “Thank you.” Marshall Bot is not going to do that.

Pete Mockaitis

Okay. Understood. So, we got a clear distinction there. So, then, well, I’m curious, thinking broadly about this AI stuff, do you imagine there will be other bot implementations of knowledge bases kind of on the scene emerging in the future?

Marshall Goldsmith

Oh, yeah. I would imagine pretty much everybody’s going to have to do this. I mean, every corporation is going to have to do this. They’re going to have to have their own AI bot of sorts. And I’ll tell you one thing I know that they don’t know. They don’t know how hard it is. I’ve put hundreds of hours into this thing already. This is a lot of work. And it’s easy to do. It’s hard to do right.

Pete Mockaitis

Now the hundreds of hours, I mean, are we counting the time, like writing all those books that you wrote that go into it? Or are we talking about on top of that?

Marshall Goldsmith

On top of that.

Pete Mockaitis

What does that consist of? Like, what were you doing to make that come to fruition?

Marshall Goldsmith

Give it feedback.

Pete Mockaitis

Okay. You’re like, “No.”

Marshall Goldsmith

Marshall Bot, I can change the answers. I ask it a question; it gives an answer. Parts I like, I keep; the parts I don’t like, I get rid of. Now, let’s say, if you ask it a question, but maybe it doesn’t have an answer, like somebody asked me, “How is your coaching related to, oh, I think Nietzsche’s philosophy or something?” Well, it didn’t know.

All I have to do then is go to ChatGPT, and say, “How’s my coaching philosophy related to that?” and then it gives an answer because it knows who I am, “How’s Marshall Goldsmith’s coaching philosophy related to that?” It’ll give an answer. On the other hand, I don’t always like all the answer. So, the part I like, I use that to teach my bot. The part I don’t like, I just get rid of. So, I’m using the other bots to train my bot.

Pete Mockaitis

Alrighty. And so, now that you’ve been through hundreds of hours of this, it sounds like you’re pleased with what it’s outputting. Do you still have to say, “Hmm, not quite right? I got to tweak this some more” from time to time?

Marshall Goldsmith

I would see this as a never-ending project. This is legacy for me. I’m 75. I’m going to be dead anyway. I’m just giving everything away. What am I saving it up for, right? I’m just giving everything away to people. My goal is just do a little good here. So, this, to me is, as long as they’re willing to support this, I plan on doing this as long as I can.

Pete Mockaitis

Okay. Well, do you have any pro tips on asking questions effectively? Or, I guess, the kids might call it prompt engineering to get excellent output.

Marshall Goldsmith

That is hugely important, because, for example, you might ask it a question, and you think, “Well, gee, I really wish it elaborated on point B.” You just need to learn to ask it to elaborate on point B.

Pete Mockaitis

Okay, sure.

Marshall Goldsmith

But if you don’t know that, you don’t know it. So, prompt engineering is very important. and sometimes you do need to be patient. Like, I recently did a test, and somebody did it and they didn’t get exactly what they wanted. I just re-did the wording just a little bit, they got exactly what they wanted. So, sometimes you do, it’s like anything else that’s new, you have to tinker around with it a little bit.

Pete Mockaitis

Okay. And tell me more, any other top best practices, worst practices, do’s and don’ts for asking bots questions well?

Marshall Goldsmith

Here’s the problem. Let’s say, “Why don’t people do what they know they should do?” Well, often the idea is they don’t understand it. That’s seldom the case.

If you look at my research, I did a research study called “Leadership is a Contact Sport” with 86,000 people. Anyone’s interested, send me an email, Marshall@MarshallGoldsmith.com and I’ll send it to you.

Eighty-six thousand people. The problem is the theory. They all went to exactly the same course. And then I measured, “How much follow-up did you do after the course?” The people that did no follow-up might as well have been watching sitcoms. It was a total and complete waste of time. And the people that did lots of follow-up got a lot better, “Well, you know, I learned.” No one got better because they went to the course. You got to do something.

Well, the advantage the coach has is the coach reminds you to actually do something, follows up with you, and make sure you’re doing something as opposed to just knowing a theory. From a theory point of view, I can tell you, in terms of if you’re a coach or advisor, do not compete with Marshall Bot. You’re not going to win. Look, I got to rank number one coach and number one leadership thinker in the world. I can tell you. I cannot even get close to competing with this thing. Well, no offense to the rest of the world, if I can’t get close, you can’t either.

Pete Mockaitis

Got you. You can’t come close to competing with it in terms of offering good content answers.

Marshall Goldsmith

Exactly, knowledge. I mean, you can’t get into a knowledge contest with this thing, you’re not going to win.

Pete Mockaitis

It’s got to like the AIs who can crush it in chess or Jeopardy, the knowledge contests. Well said.

Marshall Goldsmith

You can’t beat it.

Pete Mockaitis

As opposed to the accountability emotion stuff because a lot of times, in my experience, a great coach, part of what they bring to the table is just their observation. It’s like, “Hey, I see that you seem to like your energy just kind of dropped there. What’s going on there?” And then you surface something.

Marshall Goldsmith

I’ll give you another one. One person, the first time I met him, he’s introducing himself, so I’m taking notes. After an hour, I said, “Well, I’m now going to read you six times, in the past hour, when you pointed out to me how smart you were. Six.” I read them all back to him, and he was so embarrassed, he goes, “Oh.” I said, “Oh, you’re really not an ass. You’re a really nice guy. You just spend a lot of time proving how smart you are.” This guy had an MD and a PhD. His whole life was proving how smart he is. So, it’s just hard to stop. Well, the computer bot can’t do that.

Pete Mockaitis

All right. Well, I’m curious, so if listeners are thinking, “Wow, I or my team or my organization needs to make our own bot,” can you offer some pro tips, some do’s and don’ts for the creation of your own bot?

Marshall Goldsmith

First, don’t. Don’t assume that technology people can do this for you. It doesn’t matter how good they are. They cannot do this for you. I’ve learned as human beings ask questions in a thousand different ways, and you got to sit there and give this thing feedback. And if your customers are asking it a question, you got to make sure that it’s a good answer.

Let’s say you go to ChatGPT, you say, “All right, what awards have Marshall Goldsmith won?” A simple question. I’ll say, “Give me 20.” Well, 10 of them, I’ve actually won. Five of them are awards I didn’t win. And then the next five, they’re not even awards. It just makes it up. Then I say, “Okay, give me 20 more.” Then it makes everything up. It just starts making stuff up.

Well, you can’t have a business, say you’re in a hospital, you can’t have something representing you making up stuff. You got to have somebody check to make sure this stuff, is it sane here, so it’s not giving you crazy advice. Well, I mean, it might be mildly humorous if ChatGPT or Gemini does that crazy stuff. It’s not mildly humorous if it’s your hospital.

Pete Mockaitis

Absolutely. And so, it seems like, in certain contexts, you might just have to have a human right there intercepting everything. It’s like, “Ooh, that sounds good. That sounds not good.”

Marshall Goldsmith

Well, you need to train it.

Pete Mockaitis

Right. Well, upfront training, and then maybe even real-time interposition.

Marshall Goldsmith

Oh, yeah. You’ve got to ask it question after question. I would say after X number of months, you probably don’t have to have a human there because after, say, six months, most of the questions that are going to be asked have been asked I’ll give an example, “How is humor related to your coaching?” Okay, I never wrote about that. It gave a great answer. The potential of this is amazing.

On the other hand, it’s hard work to do right because humans do not ask questions as you want them to. They kind of ask whatever question they feel like asking.

And also, you got to watch it because people will try to trick the bot, just like you did. They’ll try to get it to talk about politics, or controversial things, or stuff it shouldn’t talk about. Well, you can’t do that in a hospital setting. You just can’t do that, or in a medical setting, or in a corporate setting. You can’t have this thing making mistakes.

From my experience, you got to have to have real content experts do the training, not technology people. Because if you get technology people only, that’s when it goes off the rails because they don’t understand the customer.

Pete Mockaitis

Yeah, that’s good. All right. Well, Marshall, let’s have some fun with this. I was going to ask about your favorite things, but I might ask Marshall Bot each of the favorite-things questions, and then have you comment on the extent to whether that was accurate.

Marshall Goldsmith

It may or may not have any idea how to answer these questions.

Pete Mockaitis

We’ll say, “Can you share with us a favorite quote, something you find inspiring?” I’ll give you the Marshall Bot answer and then you can give me your answer.

Marshall Goldsmith

Okay, I’ll be curious. Yeah, mine would be “What got you here won’t get you there.”

Pete Mockaitis

Okay. Marshall Bot says, “Successful people become great leaders when they learn to shift the focus from themselves to others.”

Marshall Goldsmith

By the way, equally good.

Pete Mockaitis

Okay. And can you tell us about a favorite book?

Marshall Goldsmith

Favorite book, yes. Favorite book, “Old Path, White Clouds” by Thich Nhat Hanh. Second favorite book, “The Wizard of Oz.”

Pete Mockaitis

“Old Path, White Clouds” it is. All right. Okay. Let’s say, can you share with me a favorite study or experiment or piece of research?

Marshall Goldsmith

Well, I don’t know if I’d call it a favorite, but one I quote all the time is the marshmallow research. And I quote that, talking about what you should and shouldn’t do. I’m not sure Marshall Bot would interpret the same question as the way I did, but see what it says.

Pete Mockaitis

That’s right.

Marshall Goldsmith

It might say “Leadership is a Contact Sport,” by the way.

Pete Mockaitis

It said you used a series of six active questions that participants answered every day for 10 working days.

Marshall Goldsmith

Yeah, that one. That’s a good study, too. Yeah, it’s from the magazine Dialogue.

Pete Mockaitis

Well, now I got to know. What were those questions or what happened?

Marshall Goldsmith

Oh, well, here’s what happened. Every day, I have people answer six active questions. My daughter, Kelly, taught me about active questions. They all begin with the phrase, “Did I do my best today?” So, everything, like employee engagement is a passive question, “Do you have clear goals? Do you have meaningful work?” Nothing wrong with it. But then it gets people talking what’s wrong with them. Nobody says, “What’s wrong with me?”

The active questions say, “Did I do my best?” so you can’t blame someone else. So, the six questions are, number one, “Every day, did I do my best to set clear goals?” Number two, “Every day, did I do my best to make progress or achieving the goals I set?” Number three, “Every day, did I do my best to be happy?” Number four, “Every day, did I do my best to find meaning?” Number five, “Did I do my best to build positive relationships? And did I do my best to be fully engaged?”

So, rather than blame everybody else for your lack of engagement and meaning in life, you start blaming yourself. You take some responsibility. People that ask themselves these questions every day, huge, get better at almost everything.

Pete Mockaitis

Okay. Thank you. And now can you name a favorite tool you use that helps you be awesome at your job?

Marshall Goldsmith

I would guess if you have to say something, it would be customized 360 feedback.

Pete Mockaitis

All right. Marshall Bot says, “Feed forward.”

Marshall Goldsmith

There you go. Even better. I told you Marshall Bot is better than me. That was a better answer than my answer.

Pete Mockaitis

And how about a favorite habit, something you do that helps you be awesome at your job?

Marshall Goldsmith

Daily questions.

Pete Mockaitis

Okay. Marshall Bot said feed forward again. All right, sure. And then I ask about a resonant nugget, a quote of yours that really connects, resonates with folks, and they repeat it back often, Kindle book highlight it, retweet it, etc. What’s a Marshall original gem that you’re known for?

Marshall Goldsmith

“To help others get better, start with yourself,” or, “What got you here won’t get you there,” of course.

Pete Mockaitis

Okay. Yeah. We’ve got something similar, “One of the most important actions or things that a leader can do is lead by example. If you want everyone else to be passionate, committed, dedicated and motivated, you go first.”

Marshall Goldsmith

Very similar principle.

Pete Mockaitis

All right. And if folks want to learn more or get in touch with you, where should they find you?

Marshall Goldsmith

Marshall@MarshallGoldsmith.com. And to get to Marshall Bot, it’s all free. Just MarshallGoldsmith.ai.

Pete Mockaitis

Okay. Cool. And then I would say, do you have a final challenge or call to action for folks looking to be awesome at the job?

Marshall Goldsmith

If anybody asked Marshall Bot 500 questions within the next five days, send me an email and I’ll personally spend a half hour time coaching you.

Pete Mockaitis
Now there is a challenge.

Marshall Goldsmith

Now the record so far on that challenge, one person did ask a thousand questions. But whatever date you air, five days after that, if somebody sends me a note, say, at Marshall@MarshallGoldsmith.com, and says, “I asked Marshall Bot 500 questions within the five days,” I’ll spend an hour just talking with him.

Pete Mockaitis

All right.

Marshall Goldsmith

That way, it’s also great for me because I learn out their experience. See, that’s another way I’m learning. I challenge people to do this, and the ones that ask a lot of questions, and we talk. And, obviously, they’re very serious, they want put in that much time.

Pete Mockaitis

Yeah, beautiful. All right. Well, Marshall, this has been fun. Thank you. And I look forward to having more enjoyable conversations with Marshall Bot.

Marshall Goldsmith

Thank you so much. Greatly appreciate you inviting me to talk with you.