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This is Part 2 of my diary of building our AI assistant. If you haven’t listened to Part 1 yet, start there first. 

Every time I opened Claude, it was like talking to someone with amnesia.

It didn’t know our offers, our clients, or what we’d just changed last week. So I’d spend 20 minutes typing out context before I could get anything useful out of it. Then I’d have to do it all again the next day.

That’s what broke me enough to build the Business Brain.

This is Part 2 of my diary of building our AI assistant. Last week I walked through our content system (start there if you haven’t). This week is the thing that changed everything else: a central Airtable database that gives our AI full visibility over our entire business, all the time.

The Problem With Starting From Scratch Every Time

Most people are using AI the same way: open a chat, dump in a wall of context, get an output, close the tab, repeat tomorrow.

It’s better than nothing. But it’s nowhere near what’s possible.

Even with improved integrations and direct connections in tools like Claude, not everything was pulling in automatically, and the right information wasn’t always landing in the right context. The output was better than starting from scratch, but it still wasn’t good enough.

So I asked a different question: what if our AI just knew everything, all the time?

What the Business Brain Actually Is

The Business Brain is an Airtable database. And building it nearly broke us, because database architecture is a completely different beast to building a spreadsheet.

Figuring out what to track, how to structure it, what connects to what… there was a lot of testing and refining. There still is. But where we’ve landed is something I’m genuinely proud of.

Here’s what our AI now has full visibility over: every contact, their purchases, the funnels they’ve gone through, what they’ve opted into, any support tickets, any DMs, and if they’re a client, the conversations from the community, summaries of their one-on-one calls, and what came up on group calls. All assigned to that person’s profile.

It’s not just a list. It’s a rich, deep picture of every single person in our world.

What We’re Actually Doing With It

The database on its own is just data. What matters is what the AI does with it.

Lead scoring. Every week, I get a list of people showing invisible buying signals: opening every email, clicking the sales page multiple times, watching the webinar twice, engaging with content. As a business owner you can’t track all of that manually. Now our AI flags the warm ones automatically, so we can reach out with a specific strategy instead of guessing.

Marketing intelligence. When we sit down to plan promotions, content angles, and messaging, we used to be going on gut feel and whatever we could remember from recent conversations. Now our AI agents pull exactly what people are saying right now: what problems are coming up in applications, what’s repeating in DMs, what clients are talking about in the community. We’re literally speaking our ideal clients’ language back to them, because they gave it to us. The difference that makes to how our marketing lands is significant.

Client delivery. This one is my favourite. Before every client call, the system checks my calendar, sees who the call is with, and does a full deep dive automatically. What we talked about last time. What’s come up in the community. Where they’re at against their game plan. I can skim it in two minutes and walk in already knowing where they’re at.

After the call, another system kicks in without me lifting a finger. It summarises the call, sends notes to other coaches, feeds everything back into the Business Brain, creates a PDF of the game plan and key metrics, and drafts the follow-up email.

That used to be a role I was considering hiring someone for at $40 to $60 an hour. Now it happens automatically.

The Bigger Picture

Most people are using AI to write a caption or brainstorm some ideas. That’s the equivalent of buying an iPhone and only using it as a torch.

The real power isn’t in the prompts. It’s in the infrastructure. When your AI actually knows your business, knows your clients, and has access to the right information in the right context… it stops being a writing assistant and starts being an actual system.

Content was the best place to start. I still believe that. But it’s the tip of the iceberg.

Click here to listen to the full episode.

Want to See the Whole AI System?

Our AI Playbook is a behind-the-scenes walkthrough of every AI system we’ve built inside our seven-figure coaching and course business: client delivery, lead scoring, daily briefings, sales, the Business Brain, all of it.

It’s only available for a limited time. Click here to watch.