August 13, 2025 • 35 mins
In Episode 25 of The Drake Insights Podcast, host Natasha Drake sits down with Matt Reiners, Chief Growth Officer at Parasol Alliance and host of the Connecting the Dots podcast, to explore how AI is transforming both professional workflows and daily life. Matt shares his decade-long background in senior living, how he discovered the power of AI tools like ChatGPT, and why he believes automation should “eliminate the mundane to elevate the meaningful.”
Matt also looks ahead to the rise of AI agents that proactively research, personalize outreach, and handle tasks in the background — creating more time for the human work that really matters.
If you’ve been curious about how to make AI work for you — whether in your job, your home, or both — this episode offers practical tools, mindsets, and real-world examples to get you started.
To learn more, visit Drake Strategic at https://www.drakestrategic.com/ or Parasol Alliance at https://www.parasolalliance.com/
Full YouTube Episode: https://youtu.be/FBdBdS1NwKs
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Natasha (00:00):
This is the Drake Insights Podcast, your weekly dose of cutting
edge senior living marketing insights.
Join me, your host, Natasha Drake for boldideas, proven strategies, and inspiring
stories straight from the experts.
Tune in and let's conquer the seniorliving marketing landscape together.
Hey guys.
Welcome back to another episodeof The Drake Insights Podcast.
(00:21):
I'm your host, NatashaDrake from Drake Strategic.
Let's get started.
So on today's episode, I am joinedby the fantastic Matt Reiners.
I'm sure y'all know him.
You've seen him on LinkedIn, you've heardhis podcast, and I'm so excited that he is
coming and joining me on my podcast today.
So welcome Matt.
Thanks for coming.
He is Chief Growth Officer atParasol Alliance and the host of
(00:45):
the Connecting the Dots podcast.
So welcome, welcome Matt.
Please introduce yourself ifyou wouldn't mind to everybody.
Matt (00:51):
Awesome.
Well, Natasha, so excited to be here.
I know you were just on my podcast,so I love this type of barter.
Yeah, so Matt Reiners, as Natashasaid, Chief Growth Officer at Parasol
Alliance, helping to change thetechnology culture in senior living.
My background, I've helpedstart two companies that have
both led to acquisitions.
One doing silent discos around the countryto another one, which was another hearing
(01:15):
assistance play with senior living.
So it's been about the last 10 yearsin senior living and really fell
in love with what Amber and theParasol Alliance team was doing.
So joined here a littleless than a year ago.
Natasha (01:25):
Wow.
So you've been, so tell me alittle bit more about your story.
So you gave a little background,but you've been in senior living
though this space for quite awhile in a lot of different realms.
Can you tell us a little bit more aboutthat and then how that led you into AI?
So today we're gonna talk alittle bit about AI because as you
know, it's growing, it's rampant.
I think it's just really helpfulfor everyone to understand how
(01:46):
to use it and work in daily life.
So how did your, you'vebeen in senior living.
How did that then turninto your passion with AI?
Matt (01:53):
Yeah, for sure.
So yeah, so I've been in senior living forabout 10 years and I remember the first
time I was introduced to ChatGPT, and youknow AI right, it's been around for years.
I think over the last few it's kindof been more front and center and you
hear something new every single week.
You know, from my point of view, I'vealways practiced this mentality of.
How would a really lazy persondo something or efficient, right?
(02:16):
You could use lazy and efficientinterchangeably and just really saw
the power that, you know, using variousplatforms could help with my own personal
productivity and really help those aroundme and the people that I was serving,
and just allowed me to do more of qualitywork and just, you know, kind of had
this aha moment where I was like, holymoly, like I can just really continue
(02:38):
to perform at a top level and using someof these tools to automate some of the
mundane, elevate some of the meaningful.
And it really just seems like it'sthe future to my, my perspective.
And I look at it as a tool and do believelike the people that embrace it, use
it learn to run with it to whateverhelps them succeed are gonna be the ones
that continue to set themselves apart.
Natasha (02:59):
Yeah, I agree.
I know when we spoke last, you know,I know you've mentioned this a couple
times in different talks you'vedone, but, but the different types
of AI and I, you know, like you'rejust I pretty much know ChatGPT, I
know a lot of those types of tools,Gemini, things like that, but I know.
There's all different types.
So can you dig in a little more forthose that are new, you know, to learning
about this and maybe don't know as muchoutside of ChatGPT, can you explain
(03:21):
a little more about the differenttypes and and how, you know, how it's
already integrated into our lives?
Matt (03:27):
For sure.
Yeah.
So when I think when people thinkof AI, right, they think of like a,
a humanoid robot, the Terminator,let's say, or like ChatGPT.
But really it's so much more, right?
Like there's predictive AIthat we all deal with, right?
Like Amazon recommendingproducts to us, right?
They always tell the story about howTarget started sending out direct
mailers to someone because she wasshowing indications that she was pregnant
(03:49):
before she knew she was pregnant.
Right?
So like there's Amazon that's doing that.
They're fraud alerts from the bank,from some of these predictive things.
You know, if it starts to noticetrends and then things go off
some of those patterns you know,with computer vision, right?
Like face ID on your phone, right?
That's AI, you know, reading checkdeposits through a mobile deposit.
That's some combination of AI.
(04:10):
And then really, you know.
It's not just a buzzword, butit's really just deeply integrated
into everything that we're doing.
Right?
Like Google Maps, Waze, all these sorts ofthings have some component of AI into it.
And I think once we kind of understandthat we're already using this, it helps
to make it a little bit less scary.
'cause it's, AI isn't coming, right?
It's been here.
(04:31):
We just need to notice it andembrace it and use it to whatever
helps set us up for success.
Natasha (04:36):
Yeah, I think you're right.
I don't think I thought of some of thosethings as AI, obviously they, they are.
You're right, it's like a buzzword now.
I think it's, now it's, oh,we're calling things what?
AI, but it always has beenhere just in a different form.
And so I think now though, that morehumans, people in their daily life are
using it more so than organizations inlarge, you know, places like that that
(04:58):
understand it better to that level.
So tell me a little bit about, you know,how people are using it now in 2025.
Like what surprised you the most abouthow people are starting to use it now?
Matt (05:09):
Yeah, I think it's really interesting 'cause I think, you
know, Harvard Business Reviewrecently came out a couple of months
ago of just like the top 10 wayspeople were using generative AI.
And I think a lot of people, when theythink of AI, they think it strictly
in a professional sense, right?
Like, how do I use thisto help me with my job?
How do I help this with coding?
Right?
Like, I think that's kind of where peopleget like, oh, I don't, I don't want to
(05:30):
use it for that, so I'm gonna keep doing.
But like the number one way peoplewere using it was kind of like
as almost a therapist, right?
And the example that they use insome of the other parts of the
country, there might be like onepsychologist, psychiatrist to
10,000, a hundred thousand people.
So people can start using it to, tohelp 'em with that sort of stuff.
We've also seen people startingto use it for like companionship.
(05:53):
But where I'm really surprised andlike really excited about how do
I use AI in my own personal life?
Right?
It's almost becoming like a householdCOO, you know, for us at our, at my
house, it's helping to like manage mealplans, calendars you know, we've been
using it to kind of like figure out,I've been using it for like different
workouts based on the things that Ihave in my basement, my makeshift gym.
(06:14):
So really trying to use it like that.
And, you know, I think tour AI,a lot of people just assume it's.
You know, it, only big companies canuse this, but it's really starting
to become regular people that arehacking life with these tools.
You know, and some of the other waysI'm getting feedback on kind of like
my investment portfolio or like, youknow, am I making sure I'm making
my investments in the right place?
As I'm looking for retirementover the next 30 years.
(06:36):
You know, just trying to like,map out some different scenarios
and, you know, it's nice tokinda, I, I was just using it.
I've been painting for the firsttime, so getting some, like painting
101, so between like ChatGPT andYouTube, I feel like I'm an expert now.
Natasha (06:48):
I, you know, I wanna get back to that in a second,
but I think you're right.
I find that now when I'm searching forsomething, or I'm looking for an answer,
like you're saying, I find myself,I used to always go to Google or go
to whatever your search provider is.
But I find myself now, if I ask AII actually you get a much better
tailored response, answer details,instructions, like you don't have to
keep searching and go to an articleand then having to read through it.
(07:10):
And I'm sorry for all my SEOexperts that's why they're having
to integrate this right into theirSEO platform because it's true.
And so I've, I've juststarted that recently.
Like, oh, why am I googling this?
I should go into ChatGPT or whateverthe right platform is for it to get
more specific to me, how it's gonna helpme in really step by step instructions
rather than having to read an article.
So I think that's really interestinghow that's a shift, I think a big shift
(07:32):
of how people maybe were using searchbefore and how they're using it now.
So you talked about your daily life.
Can we dig into that a little bit?
I know you've got this four stepframework for how to implement
it, you know, into your life.
Can you walk us through that process?
Matt (07:44):
So, you know, when I go back to AI, really the mantra that I like to
think about is, you know, automatingthe mundane to elevate the meaningful.
And I think any professionalor even in your personal life
have to deal with some of this.
BS I'll call it in case.
So we don't get flagged that like,you know, putting out fires, all these
things that we have to deal with everysingle day or every single week, right?
(08:05):
So my the four step framework that Ibasically do is like trying to figure
out what are some of those mundanetasks that I'm dealing with, right?
So like, if I look at my personallife, grocery shopping is one of them.
Creating the grocery list, right?
In my professional life, it's takingnotes from some of my sales calls.
It's like, you know, figuring outhow I'm breaking out projects.
So really trying to figure out, youknow, docu and writing those down, right?
(08:28):
Like, how much time do I think Ispend per week doing X, Y, or Z?
And then from there, really trying tofigure out, so, so identify what you
need, identify how long it takes, andthen from there I try to find like an AI
tool, whether it's already prebuilt orsomething that I might wanna try and do.
You know, through ChatGPT or some ofthe agents out there and trying to
figure out like what makes the mostsense for what I'm trying to solve for.
(08:51):
Right?
And I don't think at this pointthere's a, a catch-all AI platform
for everything and anything.
So, you know, and then trying to figureout that, and then, you know, the
last step is just iterating, right?
Like AI is just not set it and forget it.
You gotta continue to like,fine tune it, continue to make
sure that it's working for you.
And making sure that it's helping youto, you know, become the best version
(09:13):
of yourself and really setting you upfor success so you can spend more time
on some of those meaningful activities.
Natasha (09:19):
So can you walk us through that?
Because I know you've told me this acouple times about how, and you've done
a presentation on this, about how muchtime you've saved specifically with AI.
I think it was like 23 hoursor something like that.
Can you walk us through that and, andyou know, how many hours you saved
and what you did to get to that?
Matt (09:34):
Yeah, of course.
So, you know, and when I lookat 23 hours, so I basically was
looking at like per week, right?
So assuming 40 hours in a week Ibasically started going through and
looking at all of my mundane tasks.
So, you know, one of, and I'll, I'lljust kind of walk you through 'em.
So one of them, you know.
I've got a ADHD and I alwaysstruggle on like what's to
(09:57):
prioritize and what to figure out.
So I use this thing called Motion AI,which basically just integrates into my
calendar where I'm able to then set upmy projects, put that in the Motion AI.
I assign a due date and I assigna level of priority to it.
And then you know, how much long, how muchtime I think it's gonna take me, right?
And then it basically justschedules that on my calendar.
(10:18):
So I am just showing up to work.
And basically being toldon what I need to work on.
Once I complete something, I just checkthe box, it considers it done, and then
it just reworks my calendar to make surethat like I'm continuing to work on stuff.
And then what's nice too with that,right, like it still leaves it open on my
calendar and I'm always sending out likeCalendly so people can like book time.
(10:39):
If someone does book time over, likeone of those work sessions, it just
basically reconfigures my calendar,blocks off that time and then just
adjusts that and then it gives me alert.
If things are kind of pacing towards beingoff task or it's gonna miss the deadline
so I can then kind of readjust from there.
You know, I, I will say I needto be religious in terms of
(10:59):
getting my projects in there.
Because if it's not in there, andthere's a couple of ways that I've
done that, whether it's through likevoice memos, so I might be sitting in
the sauna and I can kind of turn thaton and like quickly get that captured.
I can forward emails to myplatform or there's a couple of
other ways that I can do that.
You know, based on what and, you know,before I would say I would probably
take like, I don't know, anywhere fromlike hour, hour and a half each day
(11:23):
just trying to like, prioritize, right?
Trying to like, figure outwhat makes the most sense.
And now that time, based on,you know, per week, I'm looking
at about an hour total, right?
I just get my projects in there,let it do the scheduling for me.
So that's cut out a lot of time.
Another thing that I use, so,you know, meeting notes, right?
For my CRM doing follow ups.
(11:43):
So, you know, there's a platformI call within Zoom called Read AI.
There's other meetingrecorder softwares out there.
You know, there's probably somebetter, some worse I've just used
Read just 'cause, you know, that wasone of the first ones that I've used.
So like what's nice with that?
Like I can do meeting notes andsummaries can go back to it.
So it's been very helpful with likemy sales calls 'cause I could then
export that transcript put it into myMattGPT, which I'll get to in a second.
(12:08):
Basically put together notes on that.
I can formulate emailfollow-ups from that.
And then I find it also super helpfulfor some of my internal meetings,
especially like my one-on-one with myboss, who's definitely a visionary.
You know, she's quick to makedecisions and that way I can kind
of take some of her wording andthen play around with it from there.
So like, you know, before, I wouldsay on average an hour per day, right?
So that's down to an hour now per week.
(12:29):
So that's saving, you know,considerable amount of time there.
Another thing that I do, so I speaka lot on the conference circuit.
I think, you know, in thefirst half of the year, 10, 12
conferences, something like that,all require like original content.
So, a lot of time is being spentdoing the research, doing all that
sort of stuff for the PowerPoint.
So now i'll use deep research onChatGPT to get me citations, you know,
(12:52):
making sure that it's real stuff.
Right.
And then I use a platform calledBeautiful AI, which, you know, I'm
definitely not a designer, but it helpsme to do all of that sort of stuff.
So, you know, on average five hoursper week, I have that down now to two
hours per week still, you know, itneeds a level of customization and
lining up and all that sort of stuff.
Another platform that I use.
(13:12):
So, you know, as you hadmentioned, I do a podcast.
I've already have like 150 episodes.
We used to do it out of Adobe Premier Pro.
Each episode to do the full, fullepisode, all the social clips,
all the transcripts, right?
Or the subtitles, probablyfour to five hours per episode.
Now I use a platform called Riversidewhich I can record right in there,
(13:34):
do all the editing right in there.
Now that per episode's down, likehalf hour, 45 minutes, right?
And then, you know, the last thingis just you know, ChatGPT, which
I've, we've created internallyI've got Matt GPT, which is just
basically a private GPT to myself.
I've kind of put in the backgroundor into the knowledge base my voice.
I've taken 8,000 LinkedInmessages that I've sent to
(13:57):
people to identify my tonality.
Natasha (13:58):
Wow.
Matt (13:59):
My level of wit or charisma or that lack thereof level of professionalism.
And then what I've started doing withMatt GPT too, like there's websites out
there that have got free PDFs to books.
So like books relevant to my job.
I can just go and upload 'em, theknowledge base to kind of pull from, I
can then put like books that I'm reading.
I can take the summaries, putthat in the knowledge base.
So I basically have got thisprivate Matt 2.0, let's call it.
(14:22):
And then we've also createdthat for Parasol Alliance.
We've basically just takenall the external copy.
Put that in there.
So my marketing team and myself usethat if we need to like spit out
content that much faster help totell our story a little bit faster.
So yeah, we've taken all of ourwebsite copy, all the transcripts
that our founder and CEO has doneto help kind of build that up.
And, you know, I would kind oflook at like ChatGPT, right?
(14:45):
For content creation research, dataorganization, brainstorming typically
in the past eight hours per week.
Now that's about down tolike two hours per week.
I probably spend a littlebit more time in that just.
For the back and forth with the dialogue.
But you know, with all of that, itis saving probably 22, 23 hours per
week of stuff that I need to get done.
But now we're just automating that.
(15:07):
Right.
And like I look at AI as like, it'snot something gonna take used to
take an hour and get it down to zeroif you can get it down to an hour,
down to like five, 10 minutes, right?
Like that's a significant time saved.
Natasha (15:17):
No, and I, I think some of those things you talked about, I've
used some of them and some I haven't.
I think the calendar thing andscheduling projects, that's huge.
That's something that really need to do.
So I'm gonna follow up with you on that.
I think that's helpful.
'cause you're, I, same thing.
I have all these things I haveto get done, what makes sense and
how much time is it gonna take?
And actually using AI to schedulethat for you is, is really cool.
But I think also the thing youtalked about was the MattGPT.
(15:40):
I think that's new thing that I'veheard of too, how you can, you really
can customize your own ChatGPT.
And I think that's something mostpeople don't realize you can do.
Now I know it, like yousaid, it takes a lot of work.
You gotta put a lot of inform you got, youonly get what you, what you put in, right?
So you have to put a lot of that in.
But I think that's really interesting.
I think that will help somepeople like me, who also have a
podcast, things like that to help.
(16:01):
Okay.
What, what is my tone?
What am I trying to say?
For the speaking engagements, forthe podcast, for things like that.
So that is super cool.
I think, yeah, saving time saves money.
And so, I mean, I think it kind of speaksfor itself, but you have anything to
say about, you know, for companies interms of ROI, I mean helping, I, I think
it's important for companies that arelistening to this or operators or, you
(16:22):
know, other organizations to realize that.
Helping, not just from a personallife, from a professional standpoint.
Your team be able to use thesetools, saves you money, obviously.
For every dollar spent, howmany minutes do you get back?
Right.
So do you have any more to say aboutthat specifically in the investment?
Matt (16:39):
Yeah, for sure.
So I think, and I think too withlike AI, you need to think about it
in like one of two buckets, right?
Let's say you've got like the companyversion that everybody's kind of like
implementing, which I do think isgonna be more mid to long term, just
'cause like everyone's tech appetite'sa little bit different, right?
Then there's this like idea of theAI augmented itself to become like
the best version of you, right?
And like the quality of content or justlike work you're putting out there.
(17:03):
So, you know, I know all, everyonealways likes to talk about ROI.
So in terms of like my personal AI,ROI, so if I'm looking at about like
22 to 23 hours in a week, saved hours,saved in a year, you know, about 1,170.
If we multiply it out by 52.
What I'm paying right now for like allmy AI platforms, and this will vary
(17:23):
per person, just 'cause like some ofthese I've got legacy pricing, so it's
like 50% off what you're seeing there.
I'm paying about $1,350per year right now.
So you know, if I look at thatin terms of hours saved, so.
You know, the, what the math is mathingis saying that for every dollar spent
that I like do on some sort of AI, I'mgetting 52 minutes back to my workday.
(17:47):
Right?
So it, it's kind of speaksfor itself in that capacity.
And I'll tell you, as you know,going from a. Same industry, a
different job, a different offering,different sort of like knowledge base.
I would feel so much underwaterif I did not have access to some
of these tools and kind of likehow I built them up over time.
Natasha (18:08):
So you talk a little bit.
We, you kind of touched on this,but I don't know if you have any
more to add, you know, some of thosemundane tasks that AI automation.
Do you have any more to talk about that onthat, or did you kind of go into all that?
I'm just curious, is thereanything else that people do?
Like, I'm curious, whatis the breadth of AI.
You may not know all of it, but what arethe things that maybe we're not thinking
about outside specifically of ChatGPT orasking questions or calendar scheduling?
(18:31):
Is there anything else that is out therethat I think could help people with those?
Some of those tasks?
Matt (18:36):
So it, it depends on the person, right?
So like, it, it, it's all about figuringout what the mundane things are.
So it's like easier for me tospeak to like a sales and marketing
director because that's typicallylike what I'm eating and breathing
and living every single day.
But I know I've per I've presented tolike finance directors and there's so
many just like cool AI tools out thereto help with like mund month, end of
(18:57):
closing the books and stuff, right?
That's why I try to suggest similarto that framework of just, what,
what is your mundane, like, whatare you spending a lot of time on?
And then looking for opportunitiesto either automate it and,
you know, or outsource it.
I mean, there's opportunitiesto do that as well.
I know we're talking more about the AIstuff, but you know, it really depends on
(19:19):
the, the person and what their workloadand what they're getting, you know, bogged
down with every single time, you know.
Natasha (19:24):
Like I know when I talked to you, mine is data and reporting.
And I think a lot of peoplein senior living do that and.
One of my episodes, I talked abouthow I think the data was that people
use less than 25% of actually thedata they have because it's very time
consuming all the different sourcesyou're pulling it from, you know, your
CRM, your digital platforms, right?
Your SEO PPC platforms andpulling it all together.
(19:47):
And then looking at the qualityof those, how they converted,
your conversion ratios.
Like I do all that right now littleautomated in terms of pulling it from
places into an Excel spreadsheet,but I know that I could probably
save a lot more time if I usesome kind of AI tool for that.
So that's, you know, an area whereI, I see a need and I'm sure, like,
(20:07):
how does, how does someone find this?
I guess you just, do a searchand you can find these AI tools.
Like, I don't know how I wouldeven go about that process
to find something like that.
Matt (20:16):
Yeah, so it's a great question and I think you bring up a great point.
It reminds me, I recently had a, achief growth officer from a senior
living provider reach out to me.
And, you know, they're a managementcompany, so they've got varying,
they basically have inheritedbuildings with various levels of tech.
They've got five different nurse callsystems across their entire portfolio.
They've got about 40 buildings.
(20:36):
And was talking to him, he was like,Hey, it'd be great if, like, I could
get this into like a trend analysis.
'cause right now I'm just seeing theemails every time they come in, but like,
I'm not getting anything from there.
So like in that instance what we basicallydid, and it was just like me offering
free guidance 'cause you know, justtrying to be a, a friend out there.
I, I started asking ChatGPT.
I was like, how would you attack this?
Like these, this is kind of the problem.
(20:58):
I'm, I'm situated.
This is kinda what the inflowof information is looking like.
Like, what would you suggest we do?
And I think in these situations,especially with data, you gotta
make sure the data's clean and youcontinue to hear these people talking
about like a data lake, right?
Where like this data can go in, itkind of serves as your source of truth.
And then from there, you know, it'sgoing and updating this various systems.
(21:19):
So in these situations, likedepending on what you're dealing with,
Natasha, I always ask ChatGPT, right?
Like, Hey, I'm dealing with this problem.
This is my vision, this is my goal.
What do you suggest I go and check out?
And it's pretty good in terms of likesome of the outputs and I've learned
about like new platforms from that.
I've also just reached out to people in mynetwork that I know that are using AI and
just seeing how they're thinking about it.
(21:39):
And then LinkedIn too, like I try tofollow some pretty cool people that
are always sharing way more insightsand know way more about it than myself.
So
Natasha (21:46):
I think the biggest thing, the summary of what you're saying is, well,
first of all, you treat, treat ChatGPT,almost like a person, like a human.
Same thing.
I realize when I talked to itthat way, you know of like.
The way you would talk to someone, you'reasking for information from, it does
come, it seems like it comes back better'cause you're asking it more naturally.
You're being more honest inlike what you're looking for
(22:07):
and what you're giving it.
And that's been reallyhelpful helpful as well.
But I think for people listening.
Think about, yeah, what are the thingsthat are mundane or what are the things
that are wasting time, number one.
Number two is alsothings like the reports.
I'm talking about, things of data.
Think of things that like when you're,when everyone that's listening to this I
know does their quarterly reports, right?
Is their financial review, doestheir budgeting season, right?
(22:30):
Does their marketing planning.
I'm just thinking of all the peopleI know in the senior living space
that do this, of their, yeah, all themedical data like that they're getting.
And how much time theyspend analyzing that.
Who's analyzing it?
Where are they exactlypulling the information from?
I just think there's somuch more opportunity.
And it's here, like you're saying, it'savailable that people aren't using.
So reach out to Matt, learn howto use it or ask GPT or Matt GPT.
(22:55):
What would you say to someone youknow, like, like I'm mentioning, if
I'm, they're just hearing this for thefirst time, they're curious about it.
A lot of people are intimidated by it.
I mean, I was at first, and thenI realized how easy it actually
is once you get in there.
What would you, what would yousay to someone who's, you know,
a little curious but intimidated?
Matt (23:11):
Yeah, so for the intimidated.
You know, there's a couple of differentmantras saying, I always go back to
mantras and saying but like reallyit's just being AI curious, right?
Just like, you know, I always liketo use the analogy, you can't go
to the gym one time and expectto be in great shape, right?
Like, you gotta keep showing up, yougotta keep working those muscles.
(23:31):
You gotta keep trying to understandlike where you can do that.
And what I would also say is like.
You don't need to code,you just need to converse.
And really just start with whatyou're already doing, right?
Writing, reading, organizing,and just, you know, there's free
options out there like ChatGPT.
I pay for like the $20 a monthversions, best 20 bucks I
(23:52):
spend between that and Spotify.
I'm trying to figure out likewhere the best money I spend is.
But just like try forone prompt a day, right?
Don't aim for a magic,just aim for momentum.
And really to your point, it's likehaving the smartest assistant that you
could ever potentially have, and whatyou put in is what you're gonna get out.
So like getting better atprompt writing is probably the
(24:13):
easiest thing I can tell people.
I think a lot of people go in there.
And we'll say, Hey, generate an emailto Shirley about X. It will give
you that, but if you can get moredirect, better with your directions,
it will just get more and morebetter to whatever you want it to do.
Natasha (24:28):
One tip I've just figured out too, I don't know if you've done
this because you can upload, youknow, documents and things like that.
You know, be coming from agency world.
I've written a ton of briefsthat's just, I know how to write a
beautiful brief and I like doing it.
So I've gotten really good at kindof treating to ChatGPT that way.
Like I'll write it out like, here'smy audience, here's the purpose,
here's the direction, here's whatwe're doing, here's what I'm trying,
(24:50):
here's the result I wanna get.
Right.
And I break up each section.
And I have found when Ido that and I upload that.
So just for people who may havea hard time, like typing it
right in, that's really helpful.
Or I'll upload, like you're saying,coordinating documents, like here's
some coordinating creative that Iwanna use in this, you know, help me
come up with how to say this better.
And I am actually shocked by how goodlike I, I was, first time I did it, I was
(25:13):
like, let's see what this comes back with.
And it was really good.
Now I'm not saying it's perfectand I'm gonna slap it on a report.
I mean, I definitely had to
Matt (25:19):
Yeah.
Natasha (25:20):
You know, make some adjustments and edit.
But I just think if people canmaybe think of it that way.
'cause I'm sure, I'm sure you're writingreports, I'm sure you're writing a
lot of that directive and like you'resaying, rather than giving it to someone
to give it back, you're giving it toAI ChatGPT and it's, it's incredible.
It is like a personal assistant.
It is in a way that some kind ofassistant that's helping you with
some of these things without having topay that person something like that.
Matt (25:42):
For, for for sure.
And I think to your point, like Ialways like to tell people too, like.
You'll, so when I look at likekind of working with AI, right?
Like you'll still wanna have theoriginal thought and the understanding
and putting that prompt through.
It'll get you 80, 90,95% of the way there.
But you still need to havethat human element at the end
'cause there's all these things like AIhallucinations, which like, you know,
(26:05):
there was lawyers that were fined $5,000in New York I think a couple years ago.
'cause they were citing, theyused ChatGPT, it gave them fake
citations to cases and they used it.
And so like, you just stillneed to have that human element.
And a great example, even just yesterday,you know, we had a call with someone
who's interested in working with us.
You know, had it recorded, basicallyput it in and said, Hey, can you do
(26:26):
a follow up to this question based onwhat or I recorded what I talked about
my boss, kind of like how we're goingback and forth and how we wanna respond.
I asked ChatGPT to respond and whatit said was basically completely
different from the transcript.
I was like, no, please refer to thetranscript where we talked about
X, Y, and Z. And they're like, oh,thank you for calling that out.
Yes, that was so like you just.
Like you don't wanna copy paste itand then just put it in there like
(26:46):
you still need, again, it's like anassistant, like you still want to have
that final blessing before you put itout into the public or to the world and
just making sure that it's, you know.
Natasha (26:55):
One thing I've seen, I don't know if you've seen this Matt, but you
also want it to look like it's from you.
Like I think it's great to have it beprompted, come out by, if you notice, what
you get is the way ChatGPT likes to writeis like a robot, like, like a computer.
And what I mean by that is it useslike em dashes and en dashes, right?
Between words.
Like we don't typ people don'ttypically type like that.
(27:17):
You're usually, when we're writing,we have a phrase, we write a comma,
we don't put it em dash right beforethe words, or we don't have, A lot
of times it has like, emojis, right?
Or like icons and things like that.
And I've seen that where peopledefinitely copy and email it and
I'm like, you didn't write that.
I know you didn't write that.
You know, so you still wanna keep thatpersonal element, but it's good for ideas
and coming up with ways to say things.
So.
(27:37):
Just, I always say to people,just be careful, you know?
Exactly.
Copying it like you're saying.
So, next question's gonna be like,what do you, what's like the,
what do you think of the future?
Like, what is the next big thing comingyou know, in AI you think, or do you know?
I mean, can you fill us in?
Matt (27:54):
I, I feel like we're all, I feel like we're all just kind of making
it up every single day as we go.
You know, when I look at thenext kind of big thing, it's
this idea of an AI agent, right?
And.
You know, I know one of the platformsI use for the calendar management,
I talk about Motion, is starting tointroduce like these AI assistant
specific to the job function, right?
So, you know, again, how canyou automate the mundane to
(28:16):
really elevate the meaningful?
And what I'm trying to build outpersonally is like, you know,
not necessarily like AI helpingfor business development, right?
So not necessarily going and coldcalling or spending out spam emails,
but basically trying to identify thesedifferent prospect buckets, right?
So like a good example for us, youknow, if there's a CEO that's new to a
(28:39):
not-for-profit senior living company,they typically go in, kind of wanna
get a lay of the lands with technology.
So what I'm trying to build outin the background is an AI agent.
They'll kind of keep a pulse, whetheron LinkedIn or some of the news articles
that are coming out, identifying that.
So putting frameworks in placeto identify when that happens.
Brings that in, does researchon the community, does
(28:59):
research on the individual.
Starts to put a framework togetherwhere it would generate some,
you know, email copy for me.
I'm gonna approve it before it goes out.
Right?
That somewhat personalized looksgood, you know, looks accurate.
Also generate some other, like,selling activities in the background,
whether it's through LinkedIn or likedirect mail or something like that.
So I almost think like the people thatare really gonna embrace this, you know,
(29:22):
such as yourself, myself, that are kinda,you know, have these, these mindsets.
It's almost like creating these AI agentpositive armies that kind of just helps to
amplify what we're doing across the board.
So I do think from a professionalsetting, like people can do that and
really set themselves up for success.
I also think from like a personalstandpoint, right, like I do
(29:43):
think it's gonna help, like kindof fixing some of that BS that
we all gotta deal with, right?
Like, I'm still in the firstyear of a home, I'm still trying
to figure out things of likewhat to do around the house.
It's tough for me to Google somethingand I'm getting way more explicit on like
how to do certain things around here.
So like, I think there's opportunitiesto do that 'cause it's gonna
become like essentially a, asecond brain and not just a tool.
(30:05):
And I think it's, it's really gonnamove away from novelty to necessity.
And I think the people that again,embrace it and look at it as a tool and
continue to fine tune their skills withit over time are gonna be the ones that
are gonna continue to, to rise up, right?
And the ones that are, you know, hesitantto use it, the ones that are anti using it
Natasha (30:26):
Yeah.
Matt (30:26):
jobs are gonna look very different in the next five to 10 years.
Natasha (30:29):
Yeah.
No, I agree.
And you talked about little bit aboutbusiness development and you know,
that, that side made me think ofsalespeople, you know, in communities.
And I'm realizing it's very,I, I did a sales episode where
we talked about how archaic thesales process is in senior living.
Now, some people aren't, but most are,and I was just thinking, I am sure there
is a way, you know, A CRM should beable to do that itself, but if the CRM
(30:52):
doesn't exist gotta be an AI tool thatcan pull that data and say, these are
your top 10 leads to focus on, here's why.
Or
Matt (31:02):
we're already doing marketing automation
Natasha (31:03):
and things like that.
But maybe it could pull it out for you.
Like maybe there's a way to say all that.
It pulls all that information, likeI'm saying from my reports, and it
can say, these are the ones that aretop of the funnel, middle funnel.
It should be able to based onnotes, based on activities.
Right, based on source.
Like you can kind of.
It's not perfect.
But for the mundane, think about theleads you're working, you're taught your
whiteboard, right, and the ones you'reworking, and think about the ones that
(31:25):
maybe you don't have as much time for.
just, I just see some opportunitythere to be able to, I'm sure it
already exists, but I don't know.
I just thought of that.
Matt (31:34):
Yeah.
So when you say that, like what Ithink of is like lead scoring, right?
And I've helped to build out afew of those and CRM, so it's
all based on like intention.
So if they're visiting blog posts,if they're, you know, filling out
contact us forms, if they're attendingwebinars, like I always try to assume
if someone's scoring higher in the lead,the familiarity with our brand is higher
(31:55):
than that, that's negative or zero.
So like there's a huge opportunity there.
And then, you know, as I think about AI,as we continue to move forward, right?
Like I've been talking a lotabout efficiency in this, but I do
think we're gonna continue to ask.
It's just how can AI make us morehuman, not just more efficient, right?
Because I think that's whatit's gonna get back to, is like,
how do we show up as a human?
(32:17):
Interact as a human?
So I always try to suggest topeople, like AI's gonna change a lot.
So people need to work ontheir soft skills, right?
Like, how do you hold a conversationwith somebody, like how do you like show
up and listen and be a person first?
And I think that's gonnastart to get lost and again.
We talk about using AI, but alsothe people that are working on
being a human too will continueto elevate to the top as well.
Natasha (32:41):
Like you're saying, to let AI do those mundane tasks so
you can be more human and present.
That's the purpose.
Like you're saying.
Matt (32:48):
right.
Natasha (32:48):
You have, you have more time with your family, you have more time
to be in person with your team and talkand have those strategic conversations
where before you didn't have time.
'cause you're like, Igotta get this report done.
I gotta work on this data.
I don't have time tohave those conversations.
Hopefully it's helping youdo that once you learn how to
use it and what tool is best.
So, no, I, I agree completely.
I want to end today with, can youleave us with some key takeaways?
(33:11):
I just wanna make sure, we've talkedabout a lot of different things, some
things you want people to rememberspecifically from this episode and, or
anything we forgot to talk about too.
Matt (33:19):
Yeah, I would say, you know, going back to the mantra of like automating
the mundane, elevate the meaningful, Ialways try to figure out too of like if
I'm thinking through X, Y, or Z, like howcould AI help in this situation, right?
Like, how can I lean into thisjust to like, again, make my life
easier and really trying to like setthat up for success and, you know.
(33:40):
It isn't just tech, it's leverage.
Right?
And like, again, the people that useit, embrace it, understand it, you know,
we'll, we'll brag in the future thatwe were able to, you know, get outta
college without using AI and stuff.
But it's, it's, it's notonly coming, it's here.
And I'll tell you from a marketing andsales perspective, we're able to do now.
On a team of one and a half, I'm the half.
(34:01):
And shout out Amanda on my team andit's been really cool to see since,
you know, she wasn't using AI at allbefore and then we started working
together and now she's like crushing it.
We're able to do what a team of fiveused to do in one and a half and a little
money spent on some of these AI tools.
So.
Natasha (34:17):
Yeah, you gotta get behind it.
Especially like you're saying alot with sales and marketing too,
and targeting and all those things.
From the SEO perspective, you gottaget behind it or work with someone
like yourself or an agency or someonethat does that, does use those things.
That's just gonna propel you forward.
So this is awesome.
Thank you so much, Matt, for being on.
I know you're everyone's AI guru andI'm just grateful you came on today to,
(34:38):
to chat with me a little bit about it.
Appreciate you being on the podcast.
Matt (34:41):
Yeah.
And the, and the last thought foryou, Natasha 'cause it's funny, I'll
go to conferences and people willcall me like the AI guru, air expert.
I'm just making it up as I go andtrying to keep, you know, keep
my ear to the ground and tryingto figure out what works for me.
Right.
So.
Anybody can do that.
Anybody can do that.
So yeah.
Natasha (34:57):
Get them started at least.
So
Matt (34:58):
Yeah, yeah.
Always happy to be a resource.
Natasha (34:59):
Thanks for being on.
I appreciate it.
And thank you everybody forwatching another episode of
the Drake Insights Podcast.
I look forward to seeing you next time.
Bye.
This is the Drake Insights Podcast, your weekly dose of cutting
edge senior living marketing insights.
Join me, your host, Natasha Drake for boldideas, proven strategies, and inspiring
stories straight from the experts.
Tune in and let's conquer the seniorliving marketing landscape together.
Hey guys.
Welcome back to another episodeof The Drake Insights Podcast.
(00:21):
I'm your host, NatashaDrake from Drake Strategic.
Let's get started.
So on today's episode, I am joinedby the fantastic Matt Reiners.
I'm sure y'all know him.
You've seen him on LinkedIn, you've heardhis podcast, and I'm so excited that he is
coming and joining me on my podcast today.
So welcome Matt.
Thanks for coming.
He is Chief Growth Officer atParasol Alliance and the host of
(00:45):
the Connecting the Dots podcast.
So welcome, welcome Matt.
Please introduce yourself ifyou wouldn't mind to everybody.
Matt (00:51):
Awesome.
Well, Natasha, so excited to be here.
I know you were just on my podcast,so I love this type of barter.
Yeah, so Matt Reiners, as Natashasaid, Chief Growth Officer at Parasol
Alliance, helping to change thetechnology culture in senior living.
My background, I've helpedstart two companies that have
both led to acquisitions.
One doing silent discos around the countryto another one, which was another hearing
(01:15):
assistance play with senior living.
So it's been about the last 10 yearsin senior living and really fell
in love with what Amber and theParasol Alliance team was doing.
So joined here a littleless than a year ago.
Natasha (01:25):
Wow.
So you've been, so tell me alittle bit more about your story.
So you gave a little background,but you've been in senior living
though this space for quite awhile in a lot of different realms.
Can you tell us a little bit more aboutthat and then how that led you into AI?
So today we're gonna talk alittle bit about AI because as you
know, it's growing, it's rampant.
I think it's just really helpfulfor everyone to understand how
(01:46):
to use it and work in daily life.
So how did your, you'vebeen in senior living.
How did that then turninto your passion with AI?
Matt (01:53):
Yeah, for sure.
So yeah, so I've been in senior living forabout 10 years and I remember the first
time I was introduced to ChatGPT, and youknow AI right, it's been around for years.
I think over the last few it's kindof been more front and center and you
hear something new every single week.
You know, from my point of view, I'vealways practiced this mentality of.
How would a really lazy persondo something or efficient, right?
(02:16):
You could use lazy and efficientinterchangeably and just really saw
the power that, you know, using variousplatforms could help with my own personal
productivity and really help those aroundme and the people that I was serving,
and just allowed me to do more of qualitywork and just, you know, kind of had
this aha moment where I was like, holymoly, like I can just really continue
(02:38):
to perform at a top level and using someof these tools to automate some of the
mundane, elevate some of the meaningful.
And it really just seems like it'sthe future to my, my perspective.
And I look at it as a tool and do believelike the people that embrace it, use
it learn to run with it to whateverhelps them succeed are gonna be the ones
that continue to set themselves apart.
Natasha (02:59):
Yeah, I agree.
I know when we spoke last, you know,I know you've mentioned this a couple
times in different talks you'vedone, but, but the different types
of AI and I, you know, like you'rejust I pretty much know ChatGPT, I
know a lot of those types of tools,Gemini, things like that, but I know.
There's all different types.
So can you dig in a little more forthose that are new, you know, to learning
about this and maybe don't know as muchoutside of ChatGPT, can you explain
(03:21):
a little more about the differenttypes and and how, you know, how it's
already integrated into our lives?
Matt (03:27):
For sure.
Yeah.
So when I think when people thinkof AI, right, they think of like a,
a humanoid robot, the Terminator,let's say, or like ChatGPT.
But really it's so much more, right?
Like there's predictive AIthat we all deal with, right?
Like Amazon recommendingproducts to us, right?
They always tell the story about howTarget started sending out direct
mailers to someone because she wasshowing indications that she was pregnant
(03:49):
before she knew she was pregnant.
Right?
So like there's Amazon that's doing that.
They're fraud alerts from the bank,from some of these predictive things.
You know, if it starts to noticetrends and then things go off
some of those patterns you know,with computer vision, right?
Like face ID on your phone, right?
That's AI, you know, reading checkdeposits through a mobile deposit.
That's some combination of AI.
(04:10):
And then really, you know.
It's not just a buzzword, butit's really just deeply integrated
into everything that we're doing.
Right?
Like Google Maps, Waze, all these sorts ofthings have some component of AI into it.
And I think once we kind of understandthat we're already using this, it helps
to make it a little bit less scary.
'cause it's, AI isn't coming, right?
It's been here.
(04:31):
We just need to notice it andembrace it and use it to whatever
helps set us up for success.
Natasha (04:36):
Yeah, I think you're right.
I don't think I thought of some of thosethings as AI, obviously they, they are.
You're right, it's like a buzzword now.
I think it's, now it's, oh,we're calling things what?
AI, but it always has beenhere just in a different form.
And so I think now though, that morehumans, people in their daily life are
using it more so than organizations inlarge, you know, places like that that
(04:58):
understand it better to that level.
So tell me a little bit about, you know,how people are using it now in 2025.
Like what surprised you the most abouthow people are starting to use it now?
Matt (05:09):
Yeah, I think it's really interesting 'cause I think, you
know, Harvard Business Reviewrecently came out a couple of months
ago of just like the top 10 wayspeople were using generative AI.
And I think a lot of people, when theythink of AI, they think it strictly
in a professional sense, right?
Like, how do I use thisto help me with my job?
How do I help this with coding?
Right?
Like, I think that's kind of where peopleget like, oh, I don't, I don't want to
(05:30):
use it for that, so I'm gonna keep doing.
But like the number one way peoplewere using it was kind of like
as almost a therapist, right?
And the example that they use insome of the other parts of the
country, there might be like onepsychologist, psychiatrist to
10,000, a hundred thousand people.
So people can start using it to, tohelp 'em with that sort of stuff.
We've also seen people startingto use it for like companionship.
(05:53):
But where I'm really surprised andlike really excited about how do
I use AI in my own personal life?
Right?
It's almost becoming like a householdCOO, you know, for us at our, at my
house, it's helping to like manage mealplans, calendars you know, we've been
using it to kind of like figure out,I've been using it for like different
workouts based on the things that Ihave in my basement, my makeshift gym.
(06:14):
So really trying to use it like that.
And, you know, I think tour AI,a lot of people just assume it's.
You know, it, only big companies canuse this, but it's really starting
to become regular people that arehacking life with these tools.
You know, and some of the other waysI'm getting feedback on kind of like
my investment portfolio or like, youknow, am I making sure I'm making
my investments in the right place?
As I'm looking for retirementover the next 30 years.
(06:36):
You know, just trying to like,map out some different scenarios
and, you know, it's nice tokinda, I, I was just using it.
I've been painting for the firsttime, so getting some, like painting
101, so between like ChatGPT andYouTube, I feel like I'm an expert now.
Natasha (06:48):
I, you know, I wanna get back to that in a second,
but I think you're right.
I find that now when I'm searching forsomething, or I'm looking for an answer,
like you're saying, I find myself,I used to always go to Google or go
to whatever your search provider is.
But I find myself now, if I ask AII actually you get a much better
tailored response, answer details,instructions, like you don't have to
keep searching and go to an articleand then having to read through it.
(07:10):
And I'm sorry for all my SEOexperts that's why they're having
to integrate this right into theirSEO platform because it's true.
And so I've, I've juststarted that recently.
Like, oh, why am I googling this?
I should go into ChatGPT or whateverthe right platform is for it to get
more specific to me, how it's gonna helpme in really step by step instructions
rather than having to read an article.
So I think that's really interestinghow that's a shift, I think a big shift
(07:32):
of how people maybe were using searchbefore and how they're using it now.
So you talked about your daily life.
Can we dig into that a little bit?
I know you've got this four stepframework for how to implement
it, you know, into your life.
Can you walk us through that process?
Matt (07:44):
So, you know, when I go back to AI, really the mantra that I like to
think about is, you know, automatingthe mundane to elevate the meaningful.
And I think any professionalor even in your personal life
have to deal with some of this.
BS I'll call it in case.
So we don't get flagged that like,you know, putting out fires, all these
things that we have to deal with everysingle day or every single week, right?
(08:05):
So my the four step framework that Ibasically do is like trying to figure
out what are some of those mundanetasks that I'm dealing with, right?
So like, if I look at my personallife, grocery shopping is one of them.
Creating the grocery list, right?
In my professional life, it's takingnotes from some of my sales calls.
It's like, you know, figuring outhow I'm breaking out projects.
So really trying to figure out, youknow, docu and writing those down, right?
(08:28):
Like, how much time do I think Ispend per week doing X, Y, or Z?
And then from there, really trying tofigure out, so, so identify what you
need, identify how long it takes, andthen from there I try to find like an AI
tool, whether it's already prebuilt orsomething that I might wanna try and do.
You know, through ChatGPT or some ofthe agents out there and trying to
figure out like what makes the mostsense for what I'm trying to solve for.
(08:51):
Right?
And I don't think at this pointthere's a, a catch-all AI platform
for everything and anything.
So, you know, and then trying to figureout that, and then, you know, the
last step is just iterating, right?
Like AI is just not set it and forget it.
You gotta continue to like,fine tune it, continue to make
sure that it's working for you.
And making sure that it's helping youto, you know, become the best version
(09:13):
of yourself and really setting you upfor success so you can spend more time
on some of those meaningful activities.
Natasha (09:19):
So can you walk us through that?
Because I know you've told me this acouple times about how, and you've done
a presentation on this, about how muchtime you've saved specifically with AI.
I think it was like 23 hoursor something like that.
Can you walk us through that and, andyou know, how many hours you saved
and what you did to get to that?
Matt (09:34):
Yeah, of course.
So, you know, and when I lookat 23 hours, so I basically was
looking at like per week, right?
So assuming 40 hours in a week Ibasically started going through and
looking at all of my mundane tasks.
So, you know, one of, and I'll, I'lljust kind of walk you through 'em.
So one of them, you know.
I've got a ADHD and I alwaysstruggle on like what's to
(09:57):
prioritize and what to figure out.
So I use this thing called Motion AI,which basically just integrates into my
calendar where I'm able to then set upmy projects, put that in the Motion AI.
I assign a due date and I assigna level of priority to it.
And then you know, how much long, how muchtime I think it's gonna take me, right?
And then it basically justschedules that on my calendar.
(10:18):
So I am just showing up to work.
And basically being toldon what I need to work on.
Once I complete something, I just checkthe box, it considers it done, and then
it just reworks my calendar to make surethat like I'm continuing to work on stuff.
And then what's nice too with that,right, like it still leaves it open on my
calendar and I'm always sending out likeCalendly so people can like book time.
(10:39):
If someone does book time over, likeone of those work sessions, it just
basically reconfigures my calendar,blocks off that time and then just
adjusts that and then it gives me alert.
If things are kind of pacing towards beingoff task or it's gonna miss the deadline
so I can then kind of readjust from there.
You know, I, I will say I needto be religious in terms of
(10:59):
getting my projects in there.
Because if it's not in there, andthere's a couple of ways that I've
done that, whether it's through likevoice memos, so I might be sitting in
the sauna and I can kind of turn thaton and like quickly get that captured.
I can forward emails to myplatform or there's a couple of
other ways that I can do that.
You know, based on what and, you know,before I would say I would probably
take like, I don't know, anywhere fromlike hour, hour and a half each day
(11:23):
just trying to like, prioritize, right?
Trying to like, figure outwhat makes the most sense.
And now that time, based on,you know, per week, I'm looking
at about an hour total, right?
I just get my projects in there,let it do the scheduling for me.
So that's cut out a lot of time.
Another thing that I use, so,you know, meeting notes, right?
For my CRM doing follow ups.
(11:43):
So, you know, there's a platformI call within Zoom called Read AI.
There's other meetingrecorder softwares out there.
You know, there's probably somebetter, some worse I've just used
Read just 'cause, you know, that wasone of the first ones that I've used.
So like what's nice with that?
Like I can do meeting notes andsummaries can go back to it.
So it's been very helpful with likemy sales calls 'cause I could then
export that transcript put it into myMattGPT, which I'll get to in a second.
(12:08):
Basically put together notes on that.
I can formulate emailfollow-ups from that.
And then I find it also super helpfulfor some of my internal meetings,
especially like my one-on-one with myboss, who's definitely a visionary.
You know, she's quick to makedecisions and that way I can kind
of take some of her wording andthen play around with it from there.
So like, you know, before, I wouldsay on average an hour per day, right?
So that's down to an hour now per week.
(12:29):
So that's saving, you know,considerable amount of time there.
Another thing that I do, so I speaka lot on the conference circuit.
I think, you know, in thefirst half of the year, 10, 12
conferences, something like that,all require like original content.
So, a lot of time is being spentdoing the research, doing all that
sort of stuff for the PowerPoint.
So now i'll use deep research onChatGPT to get me citations, you know,
(12:52):
making sure that it's real stuff.
Right.
And then I use a platform calledBeautiful AI, which, you know, I'm
definitely not a designer, but it helpsme to do all of that sort of stuff.
So, you know, on average five hoursper week, I have that down now to two
hours per week still, you know, itneeds a level of customization and
lining up and all that sort of stuff.
Another platform that I use.
(13:12):
So, you know, as you hadmentioned, I do a podcast.
I've already have like 150 episodes.
We used to do it out of Adobe Premier Pro.
Each episode to do the full, fullepisode, all the social clips,
all the transcripts, right?
Or the subtitles, probablyfour to five hours per episode.
Now I use a platform called Riversidewhich I can record right in there,
(13:34):
do all the editing right in there.
Now that per episode's down, likehalf hour, 45 minutes, right?
And then, you know, the last thingis just you know, ChatGPT, which
I've, we've created internallyI've got Matt GPT, which is just
basically a private GPT to myself.
I've kind of put in the backgroundor into the knowledge base my voice.
I've taken 8,000 LinkedInmessages that I've sent to
(13:57):
people to identify my tonality.
Natasha (13:58):
Wow.
Matt (13:59):
My level of wit or charisma or that lack thereof level of professionalism.
And then what I've started doing withMatt GPT too, like there's websites out
there that have got free PDFs to books.
So like books relevant to my job.
I can just go and upload 'em, theknowledge base to kind of pull from, I
can then put like books that I'm reading.
I can take the summaries, putthat in the knowledge base.
So I basically have got thisprivate Matt 2.0, let's call it.
(14:22):
And then we've also createdthat for Parasol Alliance.
We've basically just takenall the external copy.
Put that in there.
So my marketing team and myself usethat if we need to like spit out
content that much faster help totell our story a little bit faster.
So yeah, we've taken all of ourwebsite copy, all the transcripts
that our founder and CEO has doneto help kind of build that up.
And, you know, I would kind oflook at like ChatGPT, right?
(14:45):
For content creation research, dataorganization, brainstorming typically
in the past eight hours per week.
Now that's about down tolike two hours per week.
I probably spend a littlebit more time in that just.
For the back and forth with the dialogue.
But you know, with all of that, itis saving probably 22, 23 hours per
week of stuff that I need to get done.
But now we're just automating that.
(15:07):
Right.
And like I look at AI as like, it'snot something gonna take used to
take an hour and get it down to zeroif you can get it down to an hour,
down to like five, 10 minutes, right?
Like that's a significant time saved.
Natasha (15:17):
No, and I, I think some of those things you talked about, I've
used some of them and some I haven't.
I think the calendar thing andscheduling projects, that's huge.
That's something that really need to do.
So I'm gonna follow up with you on that.
I think that's helpful.
'cause you're, I, same thing.
I have all these things I haveto get done, what makes sense and
how much time is it gonna take?
And actually using AI to schedulethat for you is, is really cool.
But I think also the thing youtalked about was the MattGPT.
(15:40):
I think that's new thing that I'veheard of too, how you can, you really
can customize your own ChatGPT.
And I think that's something mostpeople don't realize you can do.
Now I know it, like yousaid, it takes a lot of work.
You gotta put a lot of inform you got, youonly get what you, what you put in, right?
So you have to put a lot of that in.
But I think that's really interesting.
I think that will help somepeople like me, who also have a
podcast, things like that to help.
(16:01):
Okay.
What, what is my tone?
What am I trying to say?
For the speaking engagements, forthe podcast, for things like that.
So that is super cool.
I think, yeah, saving time saves money.
And so, I mean, I think it kind of speaksfor itself, but you have anything to
say about, you know, for companies interms of ROI, I mean helping, I, I think
it's important for companies that arelistening to this or operators or, you
(16:22):
know, other organizations to realize that.
Helping, not just from a personallife, from a professional standpoint.
Your team be able to use thesetools, saves you money, obviously.
For every dollar spent, howmany minutes do you get back?
Right.
So do you have any more to say aboutthat specifically in the investment?
Matt (16:39):
Yeah, for sure.
So I think, and I think too withlike AI, you need to think about it
in like one of two buckets, right?
Let's say you've got like the companyversion that everybody's kind of like
implementing, which I do think isgonna be more mid to long term, just
'cause like everyone's tech appetite'sa little bit different, right?
Then there's this like idea of theAI augmented itself to become like
the best version of you, right?
And like the quality of content or justlike work you're putting out there.
(17:03):
So, you know, I know all, everyonealways likes to talk about ROI.
So in terms of like my personal AI,ROI, so if I'm looking at about like
22 to 23 hours in a week, saved hours,saved in a year, you know, about 1,170.
If we multiply it out by 52.
What I'm paying right now for like allmy AI platforms, and this will vary
(17:23):
per person, just 'cause like some ofthese I've got legacy pricing, so it's
like 50% off what you're seeing there.
I'm paying about $1,350per year right now.
So you know, if I look at thatin terms of hours saved, so.
You know, the, what the math is mathingis saying that for every dollar spent
that I like do on some sort of AI, I'mgetting 52 minutes back to my workday.
(17:47):
Right?
So it, it's kind of speaksfor itself in that capacity.
And I'll tell you, as you know,going from a. Same industry, a
different job, a different offering,different sort of like knowledge base.
I would feel so much underwaterif I did not have access to some
of these tools and kind of likehow I built them up over time.
Natasha (18:08):
So you talk a little bit.
We, you kind of touched on this,but I don't know if you have any
more to add, you know, some of thosemundane tasks that AI automation.
Do you have any more to talk about that onthat, or did you kind of go into all that?
I'm just curious, is thereanything else that people do?
Like, I'm curious, whatis the breadth of AI.
You may not know all of it, but what arethe things that maybe we're not thinking
about outside specifically of ChatGPT orasking questions or calendar scheduling?
(18:31):
Is there anything else that is out therethat I think could help people with those?
Some of those tasks?
Matt (18:36):
So it, it depends on the person, right?
So like, it, it, it's all about figuringout what the mundane things are.
So it's like easier for me tospeak to like a sales and marketing
director because that's typicallylike what I'm eating and breathing
and living every single day.
But I know I've per I've presented tolike finance directors and there's so
many just like cool AI tools out thereto help with like mund month, end of
(18:57):
closing the books and stuff, right?
That's why I try to suggest similarto that framework of just, what,
what is your mundane, like, whatare you spending a lot of time on?
And then looking for opportunitiesto either automate it and,
you know, or outsource it.
I mean, there's opportunitiesto do that as well.
I know we're talking more about the AIstuff, but you know, it really depends on
(19:19):
the, the person and what their workloadand what they're getting, you know, bogged
down with every single time, you know.
Natasha (19:24):
Like I know when I talked to you, mine is data and reporting.
And I think a lot of peoplein senior living do that and.
One of my episodes, I talked abouthow I think the data was that people
use less than 25% of actually thedata they have because it's very time
consuming all the different sourcesyou're pulling it from, you know, your
CRM, your digital platforms, right?
Your SEO PPC platforms andpulling it all together.
(19:47):
And then looking at the qualityof those, how they converted,
your conversion ratios.
Like I do all that right now littleautomated in terms of pulling it from
places into an Excel spreadsheet,but I know that I could probably
save a lot more time if I usesome kind of AI tool for that.
So that's, you know, an area whereI, I see a need and I'm sure, like,
(20:07):
how does, how does someone find this?
I guess you just, do a searchand you can find these AI tools.
Like, I don't know how I wouldeven go about that process
to find something like that.
Matt (20:16):
Yeah, so it's a great question and I think you bring up a great point.
It reminds me, I recently had a, achief growth officer from a senior
living provider reach out to me.
And, you know, they're a managementcompany, so they've got varying,
they basically have inheritedbuildings with various levels of tech.
They've got five different nurse callsystems across their entire portfolio.
They've got about 40 buildings.
(20:36):
And was talking to him, he was like,Hey, it'd be great if, like, I could
get this into like a trend analysis.
'cause right now I'm just seeing theemails every time they come in, but like,
I'm not getting anything from there.
So like in that instance what we basicallydid, and it was just like me offering
free guidance 'cause you know, justtrying to be a, a friend out there.
I, I started asking ChatGPT.
I was like, how would you attack this?
Like these, this is kind of the problem.
(20:58):
I'm, I'm situated.
This is kinda what the inflowof information is looking like.
Like, what would you suggest we do?
And I think in these situations,especially with data, you gotta
make sure the data's clean and youcontinue to hear these people talking
about like a data lake, right?
Where like this data can go in, itkind of serves as your source of truth.
And then from there, you know, it'sgoing and updating this various systems.
(21:19):
So in these situations, likedepending on what you're dealing with,
Natasha, I always ask ChatGPT, right?
Like, Hey, I'm dealing with this problem.
This is my vision, this is my goal.
What do you suggest I go and check out?
And it's pretty good in terms of likesome of the outputs and I've learned
about like new platforms from that.
I've also just reached out to people in mynetwork that I know that are using AI and
just seeing how they're thinking about it.
(21:39):
And then LinkedIn too, like I try tofollow some pretty cool people that
are always sharing way more insightsand know way more about it than myself.
So
Natasha (21:46):
I think the biggest thing, the summary of what you're saying is, well,
first of all, you treat, treat ChatGPT,almost like a person, like a human.
Same thing.
I realize when I talked to itthat way, you know of like.
The way you would talk to someone, you'reasking for information from, it does
come, it seems like it comes back better'cause you're asking it more naturally.
You're being more honest inlike what you're looking for
(22:07):
and what you're giving it.
And that's been reallyhelpful helpful as well.
But I think for people listening.
Think about, yeah, what are the thingsthat are mundane or what are the things
that are wasting time, number one.
Number two is alsothings like the reports.
I'm talking about, things of data.
Think of things that like when you're,when everyone that's listening to this I
know does their quarterly reports, right?
Is their financial review, doestheir budgeting season, right?
(22:30):
Does their marketing planning.
I'm just thinking of all the peopleI know in the senior living space
that do this, of their, yeah, all themedical data like that they're getting.
And how much time theyspend analyzing that.
Who's analyzing it?
Where are they exactlypulling the information from?
I just think there's somuch more opportunity.
And it's here, like you're saying, it'savailable that people aren't using.
So reach out to Matt, learn howto use it or ask GPT or Matt GPT.
(22:55):
What would you say to someone youknow, like, like I'm mentioning, if
I'm, they're just hearing this for thefirst time, they're curious about it.
A lot of people are intimidated by it.
I mean, I was at first, and thenI realized how easy it actually
is once you get in there.
What would you, what would yousay to someone who's, you know,
a little curious but intimidated?
Matt (23:11):
Yeah, so for the intimidated.
You know, there's a couple of differentmantras saying, I always go back to
mantras and saying but like reallyit's just being AI curious, right?
Just like, you know, I always liketo use the analogy, you can't go
to the gym one time and expectto be in great shape, right?
Like, you gotta keep showing up, yougotta keep working those muscles.
(23:31):
You gotta keep trying to understandlike where you can do that.
And what I would also say is like.
You don't need to code,you just need to converse.
And really just start with whatyou're already doing, right?
Writing, reading, organizing,and just, you know, there's free
options out there like ChatGPT.
I pay for like the $20 a monthversions, best 20 bucks I
(23:52):
spend between that and Spotify.
I'm trying to figure out likewhere the best money I spend is.
But just like try forone prompt a day, right?
Don't aim for a magic,just aim for momentum.
And really to your point, it's likehaving the smartest assistant that you
could ever potentially have, and whatyou put in is what you're gonna get out.
So like getting better atprompt writing is probably the
(24:13):
easiest thing I can tell people.
I think a lot of people go in there.
And we'll say, Hey, generate an emailto Shirley about X. It will give
you that, but if you can get moredirect, better with your directions,
it will just get more and morebetter to whatever you want it to do.
Natasha (24:28):
One tip I've just figured out too, I don't know if you've done
this because you can upload, youknow, documents and things like that.
You know, be coming from agency world.
I've written a ton of briefsthat's just, I know how to write a
beautiful brief and I like doing it.
So I've gotten really good at kindof treating to ChatGPT that way.
Like I'll write it out like, here'smy audience, here's the purpose,
here's the direction, here's whatwe're doing, here's what I'm trying,
(24:50):
here's the result I wanna get.
Right.
And I break up each section.
And I have found when Ido that and I upload that.
So just for people who may havea hard time, like typing it
right in, that's really helpful.
Or I'll upload, like you're saying,coordinating documents, like here's
some coordinating creative that Iwanna use in this, you know, help me
come up with how to say this better.
And I am actually shocked by how goodlike I, I was, first time I did it, I was
(25:13):
like, let's see what this comes back with.
And it was really good.
Now I'm not saying it's perfectand I'm gonna slap it on a report.
I mean, I definitely had to
Matt (25:19):
Yeah.
Natasha (25:20):
You know, make some adjustments and edit.
But I just think if people canmaybe think of it that way.
'cause I'm sure, I'm sure you're writingreports, I'm sure you're writing a
lot of that directive and like you'resaying, rather than giving it to someone
to give it back, you're giving it toAI ChatGPT and it's, it's incredible.
It is like a personal assistant.
It is in a way that some kind ofassistant that's helping you with
some of these things without having topay that person something like that.
Matt (25:42):
For, for for sure.
And I think to your point, like Ialways like to tell people too, like.
You'll, so when I look at likekind of working with AI, right?
Like you'll still wanna have theoriginal thought and the understanding
and putting that prompt through.
It'll get you 80, 90,95% of the way there.
But you still need to havethat human element at the end
'cause there's all these things like AIhallucinations, which like, you know,
(26:05):
there was lawyers that were fined $5,000in New York I think a couple years ago.
'cause they were citing, theyused ChatGPT, it gave them fake
citations to cases and they used it.
And so like, you just stillneed to have that human element.
And a great example, even just yesterday,you know, we had a call with someone
who's interested in working with us.
You know, had it recorded, basicallyput it in and said, Hey, can you do
(26:26):
a follow up to this question based onwhat or I recorded what I talked about
my boss, kind of like how we're goingback and forth and how we wanna respond.
I asked ChatGPT to respond and whatit said was basically completely
different from the transcript.
I was like, no, please refer to thetranscript where we talked about
X, Y, and Z. And they're like, oh,thank you for calling that out.
Yes, that was so like you just.
Like you don't wanna copy paste itand then just put it in there like
(26:46):
you still need, again, it's like anassistant, like you still want to have
that final blessing before you put itout into the public or to the world and
just making sure that it's, you know.
Natasha (26:55):
One thing I've seen, I don't know if you've seen this Matt, but you
also want it to look like it's from you.
Like I think it's great to have it beprompted, come out by, if you notice, what
you get is the way ChatGPT likes to writeis like a robot, like, like a computer.
And what I mean by that is it useslike em dashes and en dashes, right?
Between words.
Like we don't typ people don'ttypically type like that.
(27:17):
You're usually, when we're writing,we have a phrase, we write a comma,
we don't put it em dash right beforethe words, or we don't have, A lot
of times it has like, emojis, right?
Or like icons and things like that.
And I've seen that where peopledefinitely copy and email it and
I'm like, you didn't write that.
I know you didn't write that.
You know, so you still wanna keep thatpersonal element, but it's good for ideas
and coming up with ways to say things.
So.
(27:37):
Just, I always say to people,just be careful, you know?
Exactly.
Copying it like you're saying.
So, next question's gonna be like,what do you, what's like the,
what do you think of the future?
Like, what is the next big thing comingyou know, in AI you think, or do you know?
I mean, can you fill us in?
Matt (27:54):
I, I feel like we're all, I feel like we're all just kind of making
it up every single day as we go.
You know, when I look at thenext kind of big thing, it's
this idea of an AI agent, right?
And.
You know, I know one of the platformsI use for the calendar management,
I talk about Motion, is starting tointroduce like these AI assistant
specific to the job function, right?
So, you know, again, how canyou automate the mundane to
(28:16):
really elevate the meaningful?
And what I'm trying to build outpersonally is like, you know,
not necessarily like AI helpingfor business development, right?
So not necessarily going and coldcalling or spending out spam emails,
but basically trying to identify thesedifferent prospect buckets, right?
So like a good example for us, youknow, if there's a CEO that's new to a
(28:39):
not-for-profit senior living company,they typically go in, kind of wanna
get a lay of the lands with technology.
So what I'm trying to build outin the background is an AI agent.
They'll kind of keep a pulse, whetheron LinkedIn or some of the news articles
that are coming out, identifying that.
So putting frameworks in placeto identify when that happens.
Brings that in, does researchon the community, does
(28:59):
research on the individual.
Starts to put a framework togetherwhere it would generate some,
you know, email copy for me.
I'm gonna approve it before it goes out.
Right?
That somewhat personalized looksgood, you know, looks accurate.
Also generate some other, like,selling activities in the background,
whether it's through LinkedIn or likedirect mail or something like that.
So I almost think like the people thatare really gonna embrace this, you know,
(29:22):
such as yourself, myself, that are kinda,you know, have these, these mindsets.
It's almost like creating these AI agentpositive armies that kind of just helps to
amplify what we're doing across the board.
So I do think from a professionalsetting, like people can do that and
really set themselves up for success.
I also think from like a personalstandpoint, right, like I do
(29:43):
think it's gonna help, like kindof fixing some of that BS that
we all gotta deal with, right?
Like, I'm still in the firstyear of a home, I'm still trying
to figure out things of likewhat to do around the house.
It's tough for me to Google somethingand I'm getting way more explicit on like
how to do certain things around here.
So like, I think there's opportunitiesto do that 'cause it's gonna
become like essentially a, asecond brain and not just a tool.
(30:05):
And I think it's, it's really gonnamove away from novelty to necessity.
And I think the people that again,embrace it and look at it as a tool and
continue to fine tune their skills withit over time are gonna be the ones that
are gonna continue to, to rise up, right?
And the ones that are, you know, hesitantto use it, the ones that are anti using it
Natasha (30:26):
Yeah.
Matt (30:26):
jobs are gonna look very different in the next five to 10 years.
Natasha (30:29):
Yeah.
No, I agree.
And you talked about little bit aboutbusiness development and you know,
that, that side made me think ofsalespeople, you know, in communities.
And I'm realizing it's very,I, I did a sales episode where
we talked about how archaic thesales process is in senior living.
Now, some people aren't, but most are,and I was just thinking, I am sure there
is a way, you know, A CRM should beable to do that itself, but if the CRM
(30:52):
doesn't exist gotta be an AI tool thatcan pull that data and say, these are
your top 10 leads to focus on, here's why.
Or
Matt (31:02):
we're already doing marketing automation
Natasha (31:03):
and things like that.
But maybe it could pull it out for you.
Like maybe there's a way to say all that.
It pulls all that information, likeI'm saying from my reports, and it
can say, these are the ones that aretop of the funnel, middle funnel.
It should be able to based onnotes, based on activities.
Right, based on source.
Like you can kind of.
It's not perfect.
But for the mundane, think about theleads you're working, you're taught your
whiteboard, right, and the ones you'reworking, and think about the ones that
(31:25):
maybe you don't have as much time for.
just, I just see some opportunitythere to be able to, I'm sure it
already exists, but I don't know.
I just thought of that.
Matt (31:34):
Yeah.
So when you say that, like what Ithink of is like lead scoring, right?
And I've helped to build out afew of those and CRM, so it's
all based on like intention.
So if they're visiting blog posts,if they're, you know, filling out
contact us forms, if they're attendingwebinars, like I always try to assume
if someone's scoring higher in the lead,the familiarity with our brand is higher
(31:55):
than that, that's negative or zero.
So like there's a huge opportunity there.
And then, you know, as I think about AI,as we continue to move forward, right?
Like I've been talking a lotabout efficiency in this, but I do
think we're gonna continue to ask.
It's just how can AI make us morehuman, not just more efficient, right?
Because I think that's whatit's gonna get back to, is like,
how do we show up as a human?
(32:17):
Interact as a human?
So I always try to suggest topeople, like AI's gonna change a lot.
So people need to work ontheir soft skills, right?
Like, how do you hold a conversationwith somebody, like how do you like show
up and listen and be a person first?
And I think that's gonnastart to get lost and again.
We talk about using AI, but alsothe people that are working on
being a human too will continueto elevate to the top as well.
Natasha (32:41):
Like you're saying, to let AI do those mundane tasks so
you can be more human and present.
That's the purpose.
Like you're saying.
Matt (32:48):
right.
Natasha (32:48):
You have, you have more time with your family, you have more time
to be in person with your team and talkand have those strategic conversations
where before you didn't have time.
'cause you're like, Igotta get this report done.
I gotta work on this data.
I don't have time tohave those conversations.
Hopefully it's helping youdo that once you learn how to
use it and what tool is best.
So, no, I, I agree completely.
I want to end today with, can youleave us with some key takeaways?
(33:11):
I just wanna make sure, we've talkedabout a lot of different things, some
things you want people to rememberspecifically from this episode and, or
anything we forgot to talk about too.
Matt (33:19):
Yeah, I would say, you know, going back to the mantra of like automating
the mundane, elevate the meaningful, Ialways try to figure out too of like if
I'm thinking through X, Y, or Z, like howcould AI help in this situation, right?
Like, how can I lean into thisjust to like, again, make my life
easier and really trying to like setthat up for success and, you know.
(33:40):
It isn't just tech, it's leverage.
Right?
And like, again, the people that useit, embrace it, understand it, you know,
we'll, we'll brag in the future thatwe were able to, you know, get outta
college without using AI and stuff.
But it's, it's, it's notonly coming, it's here.
And I'll tell you from a marketing andsales perspective, we're able to do now.
On a team of one and a half, I'm the half.
(34:01):
And shout out Amanda on my team andit's been really cool to see since,
you know, she wasn't using AI at allbefore and then we started working
together and now she's like crushing it.
We're able to do what a team of fiveused to do in one and a half and a little
money spent on some of these AI tools.
So.
Natasha (34:17):
Yeah, you gotta get behind it.
Especially like you're saying alot with sales and marketing too,
and targeting and all those things.
From the SEO perspective, you gottaget behind it or work with someone
like yourself or an agency or someonethat does that, does use those things.
That's just gonna propel you forward.
So this is awesome.
Thank you so much, Matt, for being on.
I know you're everyone's AI guru andI'm just grateful you came on today to,
(34:38):
to chat with me a little bit about it.
Appreciate you being on the podcast.
Matt (34:41):
Yeah.
And the, and the last thought foryou, Natasha 'cause it's funny, I'll
go to conferences and people willcall me like the AI guru, air expert.
I'm just making it up as I go andtrying to keep, you know, keep
my ear to the ground and tryingto figure out what works for me.
Right.
So.
Anybody can do that.
Anybody can do that.
So yeah.
Natasha (34:57):
Get them started at least.
So
Matt (34:58):
Yeah, yeah.
Always happy to be a resource.
Natasha (34:59):
Thanks for being on.
I appreciate it.
And thank you everybody forwatching another episode of
the Drake Insights Podcast.
I look forward to seeing you next time.
Bye.
Popular Podcasts
New Heights with Jason & Travis Kelce
Football’s funniest family duo — Jason Kelce of the Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs — team up to provide next-level access to life in the league as it unfolds. The two brothers and Super Bowl champions drop weekly insights about the weekly slate of games and share their INSIDE perspectives on trending NFL news and sports headlines. They also endlessly rag on each other as brothers do, chat the latest in pop culture and welcome some very popular and well-known friends to chat with them. Check out new episodes every Wednesday. Follow New Heights on the Wondery App, YouTube or wherever you get your podcasts. You can listen to new episodes early and ad-free, and get exclusive content on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. And join our new membership for a unique fan experience by going to the New Heights YouTube channel now!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!