Kitchen Side: Boots, Bots & Brand Gravity

Listen to the Podcast

In this Kitchen Side episode of The Long Game Podcast, Alex Birkett and David Ly Khim reflect on the parallels between craftsmanship in daily life and high-quality marketing in the age of AI. They critique the growing dominance of low-effort, mass-generated content and advocate for a return to thoughtful creation—whether that’s cooking a meal, writing a note by hand, or building content that stands out in generative search. The duo also dives deep into GEO (Generative Engine Optimization), sharing a powerful framework: Be the source. Be cited in the source. Or replace the source. They discuss the shift toward brand gravity, proprietary data, and becoming the trusted name in your category—especially as AI models increasingly shape what content gets surfaced.

Key Takeaways

• Craftsmanship Over Convenience: Great content is like a well-made meal—it takes intention, care, and can’t be rushed or fully outsourced to AI.
• Be the Source, Be Cited, or Replace the Source: To win in GEO, you must create original content, appear in authoritative lists, or become the reference itself.
• Brand Gravity Is the New SEO Moat: Off-page presence, media saturation, and citations across the web influence your LLM visibility more than keywords alone.
• Proprietary Data Creates Value: Unique product data, micro case studies, and original research can’t be easily replicated—and LLMs favor that originality.
• SEO Is Converging with GEO: While traditional SEO and LLM optimization are currently distinct, the two are quickly merging into one organic growth strategy.
• AI Is a Thought Partner—With Limits: LLMs can help challenge assumptions, but they’re persuasive by nature—use them with discernment.
• Effort Signals Intent: In a noisy content landscape, showing effort is a competitive advantage that builds trust and emotional resonance.

Show Links

• Connect with David Khim on LinkedIn and Twitter
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Allie Decker on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Time stamps

• [00:00] Apartment quirks, air conditioning, and thoughtful architecture
• [06:45] Handmade boots and rejecting “mass-produced everything”
• [14:10] Soulful content, potluck shame, and why effort matters
• [22:30] AI, writing with emotion, and crafting human messages
• [29:45] Using ChatGPT for strategy—but keeping your voice
• [36:40] Validating ideas vs. generating them with LLMs
• [42:10] What is GEO? Why it matters for content in 2025
• [49:00] The “Be the source or replace it” framework for GEO
• [56:25] Brand gravity and appearing in AI-generated answers
• [01:03:15] Enterprise SEO, voice of customer, and content coverage gaps
• [01:08:50] Final reflections on marketing with soul in the AI era