ChatGPT, the new AI chatbot, offers a short-term opportunity for savvy financial advisors. But it has long-term consequences for all advisors.

To market to your niche, start with “patient zero.” Here is how to identify and work with someone who can help drive your firm’s viral growth.

If you aren’t willing to niche, at least decide whether you are trying to help your clients thrive or survive. Then build a message around one of those themes. Are you selling them life rafts (survive) or sailboats (thrive)?