Almost everyone uses AI now, but nearly no one is compounding it. Every immediate starts from zero, and whenever person leaves your team, everything they learned leaves too.
The fix: build one shared brain and personnel it alongside skills that enhance all week.
I'll explain skills, evals, and loops, portion the workflows I run at Single Grain, and provision you three moves to create by Friday.
It's a cognition problem, not a group problem
Ninety-nine percent of the time, your team's bottleneck has nothing to do alongside your people. You have a cognition problem. Your tools don't conversation to all other, so your cognition doesn't compound, and you can't container what you need to ship.
Your finest cognition leaves alongside your people
Say a new SEO or AEO hire takes six months to onboard. They compound everything they study in their head. Then they leave, all that compounding is gone, and the squad starts over.
Panopto's research puts a figure on it: 42% of organizational cognition is distinctive to the individual who holds it, so whenever they leave, their colleagues can't do 42% of their job.
That's how we've continually worked. Around September 2025, that changed.
Everyone's using AI. Few are compounding it.
At MozCon, a fine chunk of the area raised their hands whenever I asked who uses Claude Code or Codex. When I asked concerning autonomous agents akin Hermes or OpenClaw, I counted concerning three hands.
That's an AI-fluent crowd, and I'd motionless bet most of them aren't using these tools in a way that compounds. BCG established the identical gap throughout 1,250 companies: lone 5% accomplish AI value at scale, during 60% get small or none notwithstanding dense investment.
The group moving fastest have stopped penning prompts. On X, they conversation concerning loops instead. I couldn't fig out what a iteration was for weeks, and I'm a non-technical person. But if the fastest movers activity this way, it doesn't create awareness for me not to. It doesn't create awareness for you not to, either.
Build a sole brain anywhere your squad already works
Work really sped up formerly we built a sole brain inner Slack (or Microsoft Teams).
I ask our paid media delegate for ROAS throughout Meta and Google, afterward inform it to rotation up 200 variations of our top ad creative. Amy, our SEO lead, asks Oracle, our SEO bot, which bottom-of-funnel opportunities to chase, and it drafts 100 programmatic pages (your mileage may vary).
Slack plant since your squad already lives there, so you don't need to throw an AI transformation. When group see a teammate ask the brain a question, they commencement applying the idea to their own work.
Our brains aren't bigger than they were 50,000 years ago. Progress sped up whenever humans started selling ideas. A shared brain does that for a team.
You can build this today alongside an delegate akin OpenClaw or Hermes, although you may need to iteration in IT. If lone a few group have this power, you're wasting it.
Skillify everything
Most teams document their processes. How many group really peruse them?
What a accomplishment is
A accomplishment is a procedure the AI runs. It's normally an MD document you hand to the AI, and it executes that procedure the identical way all time. That format is now an open standard: Anthropic released Agent Skills in delayed 2025, and OpenAI added assistance in ChatGPT and Codex.
Anything you have to do twice, do formerly well, afterward skillify it. I ask "Do you have a accomplishment for that?" so frequently my squad finds it annoying. ChatGPT can now observe you activity and create a accomplishment for you. When I comprehend a astute idea, I dispatch it to my Hermes delegate and ask, "How do we skillify this?"
Proof that skills compound
Our X long-form accomplishment took my document from 180,000 impressions in January to concerning 3.1 myriad in June. It keeps compounding all duration since we keep making the accomplishment stronger.
Here's how it works:
- A topic and a contrarian viewpoint go in.
- The accomplishment drafts a organized long-form article alongside a powerful hook and ASCII diagrams.
- A humanizer scans the outline for AI tells.
- Anything that trips a inform gets rewritten.
The humanizer plant as a checks-and-balances system. We afterward turned the identical form into an AEO skill.
Skills activity exterior marketing, too. One month, I overspent on tokens. My CFO accomplishment ran for concerning 30 minutes, flagged anywhere I was twice spending, and showed me what to cut. I cut those expenses inside three days alternatively of waiting weeks on data pulls and back-and-forth alongside finance.
Hand skills off and let the squad enhance them
I handed the X accomplishment to a newer marketer, who onboarded himself alongside it. One of our interns says operating without these skills is akin drinking broth alongside a fork. He's likely doing the activity of 10 people.
The squad additionally improves skills faster than I do. I'd charge my X accomplishment a five out of 10. One of our marketers has taken his type to an eight or nine. Keep your skills in one repository so everyone builds on the finest version.
Define done alongside evals
When merchandise group started talking concerning evals, I thought, "What the heck is an eval?" The term felt too big for me.
Evals are fair your definition of success. Your accomplishment is the process, and your eval is what done looks like.
Once you've skillified a task, define what done looks like. Then run it, keep compounding, and keep upgrading the scaffolding.
How an eval works
Before a accomplishment ships its output, the eval scores it against a rubric covering quality, accuracy, search legibility, and fit. If the output clears the bar, it ships. If it doesn't, the accomplishment rewrites it and scores it again.
The humanizer on our X accomplishment is a mini eval. Every outline starts at 100 and loses points for each AI tell. We container at 90 or higher.
That mark is what lets a iteration run without you.
Turn skills into loops
To me, a iteration is a workflow that learns.
You can think of it as a set of daisy-chained skills. An SEO or AEO iteration power grip keyword research, satisfied drafting, inner linking, programmatic pages, and digital PR. But if that sequence doesn't learn, it doesn't compound, and it never gets better.
Agent vs. loop
An delegate takes a immediate or slash command, uses connectors akin the Moz API, STAT, GSC, or GA4, and returns an answer or artifact. It's awesome for bounded execution, and I'm not telling you to get rid of it.
A iteration sets a mark state, observes the current state, and evaluates the gap. Then it acts and records a trace, so it learns complete time.
Say you desire all leaf on your location to burden in under 50 milliseconds. That's your mark state. If pages currently average 150 milliseconds, the gap is 100. The iteration acts, records what happened, and keeps learning until it closes the gap. We build ours alongside a iteration creator skill.
The Mr. Siu sponsorship loop
We get concerning 20 podcast and YouTube sponsorship requests a week. I don't desire to grip them, and I don't desire anyone on my squad handling them either.
So I built a iteration called Mr. Siu Sponsorship. A companion formerly told me to go by "Mr. Siu" whenever negotiating since it raises your position 10x. Now, whenever a sponsor emails, the iteration replies that Mr. Siu lone accepts $25,000 per video. Some group pay it.
The finest part comes all morning. The iteration shows me who it responded to and the fine-tunes it made that day. Sponsors kept asking for guidelines and a media kit, so it learned to dispatch them. I never told it to.
That's recursive self-improvement, and you can item it at any annoying activity nobody wants to touch.
Match the example to the step
Using your biggest, most costly example for all project is akin lighting a cigar alongside a blowtorch. Save the top models for your toughest strategic problems, and use example routing (we use OpenRouter) so all stage gets the correct model.
We aren't current to do robot work. Humans should do the strategic work and straightforward the robots.
Put the iteration to activity on AEO
Your most engaging satisfied likely already exists in your inner calls, if you're allowed to use them.
How our AEO iteration works
- Ingest. We document calls in Gong (a homegrown setup plant too) and drag in everything from my YouTube conduit and podcast.
- Find the spikes. The iteration looks for the topics I keep coming rear to, akin loops or compound marketing, and turns them into angles for AEO and integrated social.
- Draft. ClickFlow, a tool we built alongside an API and MCP, drafts the content. A WordPress MCP afterward places the outline in WordPress.
- Review. A individual checks the scheme and quality, afterward decides whether to publish.
We have a akin iteration operating for CRO.
The result
Getting cited matters since the click is disappearing. In Pew's analysis, Google users clicked a traditional outcome in 8% of visits whenever an AI summary appeared, compared alongside 15% whenever one didn't.
One of our customers went from concerning 5% to 20% portion of sound in AI search. I benevolent of dislike that metric, but everyone uses it. That's the power of a iteration akin this.
Give your skills a home
Skills lone compound if your squad can discover them. So we built a Skills Dojo, an inner archive for all accomplishment we use, from the X long-form author to a video caption generator.
Your squad can bookmark, share, and fork skills, and you can see analytics on which ones get used. Building your own isn't that difficult.
Hand new hires a accomplishment pack
Skill packs bundle skills by role. When person joins your SEO or AEO team, provision them a group of 20 skills on day one. That's how you skip the six-month ramp: the cognition lives in the library, so it doesn't depart whenever group do.
Take ours
There's nothing delicate in our skills, so I opened the Skills Dojo to everyone at skillsdojo.com. I have nothing to market you. It's free, and you can upload your own skills too. The AEO iteration from the final division is in there.
Sharing skills publically is additionally a form of marketing. My GitHub repo of AI promotion skills has concerning 2,600 stars, and a friend's repo alongside concerning 50,000 stars drives a lot of his leads.
Build the brain first
The teams that win hunt volition build one brain that compounds, afterward item their group at the activity lone humans can do.
If you haven't touched a accomplishment yet, commencement this week. Pick the hunt workflow dining the most of your team's time, whether that's keyword research, briefs, or optimization, and skillify it. It's not that bad. Then add an eval, use a iteration creator to rotate the accomplishment into a loop, and observe the curve in Search Console.
Everything I've shown you, from the sole brain to the Skills Dojo, you can build yourself. If I can do it, I justify you can too.
The author's views are entirely their own (excluding the improbable event of hypnosis) and may not continually indicate the views of Moz.
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