Author, Dwelling in a Place of Yes: The Surprising Psychology Behind Fear, Opportunity, and Smarter Choices
This week on “Ira’s Everything Bagel,” Ira serves up a thought-provoking conversation with Shane H. Tepper — creative director, content strategist, and a pioneering voice in the emerging world of Generative Engine Optimization (GEO). Tepper is also the author of Dwelling in a Place of Yes: The Surprising Psychology Behind Fear, Opportunity, and Smarter Choices.
In this fascinating episode, Shane unpacks how GEO is rapidly redefining online discovery — not by chasing keywords like traditional SEO, but by aligning with human intent, conceptual language, and the way large language models (LLMs) actually think. He dives into the seismic shift from broad searches to specific, purpose-driven queries, and why GEO is engineered for people, not just algorithms.
Shane also explores how artificial intelligence models self-train on the vast tapestry of internet content, and how this has changed everything from brand discovery to content strategy. He reveals how his own existential crisis led him into the world of AI — what he calls “joining the machines” — and how business owners must approach AI adoption strategically rather than reactively.
From the fast-moving “turnover effect” in AI-driven information, to the clash between knowledge models and commerce models, Shane offers a behind-the-scenes look at the future of digital visibility. He also shares why he wrote his book, how he used AI as a writing partner (without losing his human voice), and what it means to be a “ruthless editor” in the age of machines.
This is an episode for anyone curious about the intersection of technology, psychology, and the future of how we search, discover, and decide.
ABOUT
Shane H. Tepper is a creative director, content strategist, and early leader in the emerging field of generative engine optimization (GEO). He helps brands improve visibility, accuracy, and narrative control across AI-native platforms like ChatGPT, Perplexity, and Gemini.
With more than 15 years of experience spanning film, advertising, and B2B technology, Tepper operates at the intersection of storytelling and artificial intelligence. He builds content systems designed to be cited by the very models shaping how people search, compare, and make decisions in today’s AI-driven world.
His recent work includes authoring a foundational white paper on GEO, leading AI discoverability audits, and designing structured content frameworks optimized for machine ingestion and real-world performance. He advises organizations on GEO strategy, AI-native content development, scalable content operations, and brand positioning for conversational interfaces.
Beyond client work, Tepper writes and speaks on AI’s broader implications for work, identity, and economic relevance—exploring what we gain, what we risk, and how we adapt when machines can think. He is also the author of Dwelling in a Place of Yes: The Surprising Psychology Behind Fear, Opportunity, and Smarter Choices (2025), a book that examines decision-making in uncertain times and reflects on his evolving work in content and consulting