You're A Frequency, Not A Niche
Understand the three essential archetypes you need to develop before AI makes you and your business obsolete.
Watch the video version of this newsletter here.
The other day I saw a music artist raging on TikTok. He was furious about Ai and how it was affecting his industry.
Even though he was (massively) overreacting, his reaction can teach creators and entrepreneurs about how to integrate Ai the right way as it continues to become a powerful force over the coming months and years.
So back to our angry musician friend.
He’d had spent years and years mastering multiple instruments.
Hours of practice. Hours of discipline. Hours of love poured into his craft..
BUT why was he furious with Ai?
He mentioned other producers who are releasing music using AI to generate stems. (Stems are things like the bass lines, the drum patterns, the synth lines etc.)
These producers in question might be able to sing or play one instrument, but they were using AI for everything else.
He felt like it wasn’t pure. He felt like they were cheating.
I get the frustration. Honestly, as a musician myself, I really do.
But here’s the one thing he’s was missing:
Music has never been about how well you execute a particular skill.
Music is about the emotion you convey. It’s about what the listener feels. It’s about taking something (a feeling, an emotion) that you can’t put into words, and amplifying it through your art so that others can experience it too.
Throughout history the tools have always changed.
The electric guitar. The synthesiser. DAWs Ableton or Logic - and think of the backlash singers got in the late 90s for using Auto-tune.
AI is just the next evolution of creative technology.
And you can either resist it, or you can recognise it’s just part of the technological advancement that’s always been happening:
But here’s what’s crucial to remember:
Value isn’t determined by your ability to execute a particular task.
Creators and entrepreneurs who win the future understand this.
It’s not knowing how to play.
It’s knowing what should be played and why…
There is a quote that is thrown around on the online space that I’m sure you’ve heard before:
People buy coaches not coaching
I’m not sure who originally said it, but it really lands.
Actually think about it...
People don’t buy what you know.
They buy who you are.
Now, because the question of “who am I?” is perhaps one of the deepest questions known to man.
Let’s not cover that here and instead we can think answering the question of ‘who am I?” from the perception of how others experience us.
When others relate to use, they relate to us in three specific ways.
Pathos
Logos
Ethos
In ancient Greece, Aristotle’s spoke about these as the three classical modes of persuasion.
Pathos = Appeal to emotion. Do I feel this person? Do they get me?
Logos = Appeal to logic. Does their method make sense? Can I trust their process?
Ethos = Appeal to character. Do I trust their direction? Do I believe where they’re taking me? And the manner in which we are getting there?
Whether it is conscious or not, these are the questions you have been asking to yourself before you make important decisions regarding any other human being.
Because my channel is about online business and the modern definition of freedom, let’s bring these ways that others relate to us back to marketing.
If your audiences can’t relate to your pathos, ethos or logos, they won’t buy your shit…
They might follow you.
They might like your content.
But they won’t pull the trigger.
So now we know a couple of important things when it comes to presenting ourselves online:
People buy people. They buy who you are.
People need to trust your direction and vision. (Ethos)
Believe logically in your methods (Logos)
And feel a sense of connection, they resonate with your taste (Pathos)
So if these things are what drive a yes and gets your audience mobilised to pull the trigger with you, why are you watching another tactical video on funnels or ads?
What should you be actually working on knowing that Ai will be able to create the perfect funnel or ad in a matter of months..?
Here’s what I suggest. With a modern personal brand business, the biggest upgrade you can make is to yourself and how people relate to you.
So how do we actually do that?
I would like to present how I think about this in terms of the three archetypes you must develop to have success in today’s market and to have people relate to your Pathos, Ethos and Logos.
I’ll quickly interject here to say that I currently work with over 150 active clients, many of them running multi million dollar businesses.
And, although strategy is important, getting these internal shifts right and working on these three archetypes have led to some of the biggest breakthroughs both financially and personally for them.
(I just wanted to quickly say that so you know that this works in practice and isn’t purely theoretical fluff.)
So here are the three archetypes you need to work on within yourself to embody attributes that Ai won’t replace.
The Artist Archetype ( Your Pathos)
Your creative expression.
Your frequency.
The vibe people feel when they encounter you.
This is your Brand.
The Scientist Archetype (Your Logos)
Your method.
Your system.
The repeatable framework that gets results.
This is your proof.
The Leader Archetype (Your Ethos)
Your vision.
Your mission.
The direction you’re taking people and why it matters.
This is your conviction piece.
Most entrepreneurs focus on one, maybe two.
You might be great at execution but have no magnetic presence online.
Or you might be inspiring but can’t explain how anything actually works (your typical influencer lol)
Or you have a solid, repeatable method but no one knows who the hell you are.
You need all three archetypes integrated together.
Let me give you a topical example:
I just made my girlfriend watch all 16+ hours of The Lord of the Rings trilogy over Christmas.
Every time I watch those films, I get obsessed again. Not with the story but with how they were made.
There’s one story from the behind-the-scenes footage that always sticks with me.
Peter Jackson was given a relatively low budget to make three films at once.
Massive production. Hundreds of people. And in one corner of the set, there were two guys who spent three years at the same desk manually making every single piece of chain mail.
Three years. Same room. Linking fucking plastic rings together by hand.
If you want to talk about grunt work? That’s it.
But here’s what always gets me:
When Peter Jackson would pop in to check on them, those guys weren’t miserable. They weren’t complaining. They actually were energised. They’d say things like, “This is the best. I can’t believe I’m part of this project.”
So how do you get people to sit in a room for three years doing tedious, repetitive work and they still love it?
You sell them the vision.
Peter Jackson didn’t tell them what to do. He made them believe in where they were going.
He painted the picture so clearly that it became their vision too. Not just his.
That is the Leader archetype.
That’s Ethos.
People will chew glass with a smile on their face if they believe in the mission.
But what about the Artist & Scientist archetype in this example?
If Peter Jackson had vision but no method, no system for actually making the films, nothing would’ve happened.
And if he had vision and a method but no creative taste, no ability to say “this is in, this is out” - the films would’ve been totally forgettable, they wound’t have had the emotional pull that they did.
He needed all three archetypes firing.
The Artist to set the tone, the aesthetic, the feel.
The Leader to inspire hundreds of people to pour years of their lives into the project.
The Scientist to build the systems, the schedules, the frameworks that turned vision into reality, the things that actually got the project out of fantasy land and into reality.
This process that I’ve described, is what I call the Brand Vision Method and I’ve been using it with clients for years now.
Brand comes from developing your Artist archetype and has people bought into your Pathos.
Vision comes from developing your Leader archetype and has people bought into your Ethos.
Method comes from developing your Scientist archetype and has people bought into your Logos.
Brand + Vision = Attraction. Your tribe finds you.
Vision + Method = A working Business. You have an actual offer that works.
Method + Brand = Influence. You have authority and proof.
Most people are stuck because they’re trying to build a business with only one or two of these.
Think about where you might feel stuck right now.
It’s probably because one of these archetypes currently needs more development within yourself.
You might be an Artists with no system, creative but broke.
Or a Scientist with no presence, competent but invisible.
Or a Leader with no proof, inspiring but untrustworthy.
Now, I know we’ve used the example of Peter Jackson, who is of course a director, but for entrepreneurs and creators who embody these three archetypes, I like to use a different term.
A Producer.
So where does this term “Producer” come from?
Let me tell you a story.
When I was younger, I played in a lot of bands, mostly guitar.
And I remember thinking to myself during rehearsals, “I wish there was another me who was as good at drums as I am at guitar. I wish there was another me that was as good at keyboard as I am at guitar!”
That would be one hell of a band I thought, I would be able to make exactly the sound that I want.
Because here’s the thing, when you’re in a band, you’re limited by the people around you.
The bassist might be great, but the drummer is off. Or the singer has the voice but keeps trying to show off with weird vocal frills.
Because of this I’d think to myself, “If there was just another version of me on every instrument, we’d be fucking epic. Because we’d think the same way. We’d feel the music the same way too.”
That thought stuck with me.
And eventually, I realised: I can actually do that.
Not by cloning myself, but by producing.
I could learn the tools. I could add my own taste to the bass line, the drums, the keys, the ambient layers. I could build something that was truly mine, not limited by who I could convince to join the band or how well they executed.
For me, production or being a Producer wasn’t about playing every instrument perfectly.
It was about directing the sound I heard in my head.
And here’s what I learned:
The producer doesn’t need to be the best musician in the room.
The producer needs taste. Vision. The ability to hear what’s missing and say, “No, not that - this.“ and not need to justify it logically.
The producer leverages the tools and the talent around them. They don’t do everything themselves, they direct everything.
And that’s a completely different skill set than execution.
When I moved into coaching and building businesses online, I realised the exact same principle applied.
You don’t need to be the best writer, the best marketer, the best salesperson.
You need to be able to direct the vision. To curate. To make the call on what stays and what goes.
You need to develop your Artist (your taste, your frequency).
You need to embody your Leader (your vision, your mission).
You need to systematise your Scientist (your method, your proof).
And when you do that?
You stop being a creator, grinding, trading time for output, hoping someone notices.
You become a Producer instead - someone who leverages everything around them to bring a vision into reality.
People don’t follow you because of your market position.
They follow you because of the energy you emit.
The conviction you carry.
The way you make them feel when they’re in your world.
You’re a frequency, not a niche.
A Producer understands how to emit a frequency.
A Creator is still trying to figure out which content pillar to use.
So how do you shift to embodying the Producer identity?
Because this is where most people get stuck.
They understand the concept - they get that they need to develop the Artist, the Leader, and the Scientist.
But then what?
Where do you actually start?
Because here’s the thing, most people are blind to their own blocks.
(It’s not your fault, it’s just part of being a human.)
You might think you need better content strategy (Artist problem), when really you’re avoiding selling because you don’t believe in your offer yet (Scientist problem).
Or you think you need a clearer niche (Leader problem), when actually you just haven’t given yourself permission to be fully expressed online (Artist problem).
Your business problems aren’t tactical.
They’re personal.
And they’re showing up in your business.
This is why I built Producer Code AI.
(completely free btw - before you think I’m going to try and sell you something)
Producer Code Ai a personalised assessment that maps where you currently are across all three archetypes - Artist, Leader, Scientist.
But it doesn’t just tell you “here’s your score.”
It asks you a series of very specific questions relating to blocks showing up in each archetype, and shows you:
Where you’re in Fear (complete avoidance - you know you need this but you’re running from it)
Where you’re in Friction (pushing through - you’re doing it but it’s hard, requires willpower)
Where you’re in Flow (natural expression you could do this all day)
And then it identifies your exact bottleneck, the ONE archetype that’s blocking the other two.
It’s not about “balancing” all three archetypes equally.
It’s about solving the ONE thing that’s blocking everything else.
So the assessment takes about 15 minutes.
You’ll answer questions about how you show up, truths your avoiding ans where you feel resistance.
And at the end, you’ll get a detailed breakdown of:
Your current level in each archetype
Which intersection is missing (Attraction, Business, or Influence)
Your Fear/Friction/Flow breakdown
The ONE pattern you need to interrupt to unlock the next level
It’s not generic advice.
It’s specific to YOU, your mission, and where you are right now.
I’ve been running a beta version of this with clients over the last few months and it’s really fucking good, I’m ngl..
So if you want that, it’s linked below (it will take you to a Notion page)
LINK: Producer Code Ai
If you like this style of content, do let me know. Your encouragement does go a long way.
And if you want to hear more on frameworks, philosophy and Ai for entrepreneurs, be sure to find me on YouTube & Instagram.
@tomspark_
Welcome To The Producer Economy.
Going to have try this app out. Love how’s it’s not just another info product. I feel like integrating AI into more ritualistic/introspective applications is going to get really big.
Love the Ethos, Pathos, Logos part. How did you come up with that?