Mostly, he has been met with some rather bland and uninspiring suggestions - but these have been pretty useful in helping to eliminate clichéd routes. "I thought it was a really obvious way to use it," he tells us. "But I was surprised that people thought it was non-obvious, that they hadn't thought of it that way. It was a really simple flip for me - don't expect it to be giving you all the answers yet."
You're known as the systems guy. Do you have a system for generating ideas when a business is stuck, or even starting to flatline? How can someone replicate that to breathe new life into their own business? Michalowicz: Absolutely. Idea generation is a skill, not a talent. And like any skill, it gets better with practice. The best way to start is by using a method to structure your brainstorming, especially when you're learning to flex that creative muscle.
One of the best use cases that creatives have found for AI is getting over the fear of the blank page (or empty InDesign file). Sometimes you just need a few suggestions to get the creative engine running.