I had a fascinating conversation with Martin Bertilsson, Founder and CEO of Aimsoo, ex Google Veteran, about the future of marketing, the open web, agentic commerce, and the profound disruption AI is bringing to search, advertising, and brand discovery.

Martin has an exceptional ability to look into the future — not through hype, but through data, systems thinking, and first-principles analysis. He connects macro shifts in technology with the second and third-order effects they create across business models, revenue streams, and the way companies compete.

The reality is simple: timeframes are collapsing.

What once took a decade is now unfolding in months.

Search is changing. Commerce is changing. Marketing is changing.

And many companies are still operating as if the old model will hold.

In our conversation we explore some of the most important ideas emerging right now:

Generative Engine Optimization (GEO) - How brands need to understand how AI models represent them.

Does your brand appear?
What does the model say?
And what will sit next to that answer?

Prompt → Answer → Commercial layer.

Or Agentic commerce - A world where autonomous agents are sent into the market to search, evaluate, negotiate and purchase on behalf of humans.

Which raises a new question:

How do we sell to AI agents?

What will the interface of commerce look like when the buyer is no longer a person, but a machine acting on their behalf?

We also discuss:

• What publishers can do in a zero-click world
• The emerging commerce layer between platforms like ChatGPT and Shopify
• Agent-to-Agent (A2A) ecosystems
• The rise of AdCP and machine-mediated advertising markets
• How 350 million SMEs remain visible when discovery shifts to AI systems
• AI Native Ads

One of the things I love about talking with Martin is how he uses simple metaphors to explain complex shifts. He has a rare ability to make the future feel both understandable and inevitable.

Honestly, I could listen to him all day.

If you’re a marketer, founder, operator, strategist, or executive, this isn’t just interesting.

It’s essential.

This conversation is a knowledge upgrade.

Follow Martin

Multipole.ai https://multipole.ai/

Aimsoo https://aimsoo.ai/

LinkedIn https://www.linkedin.com/in/martin-b-1195382/

Follow Tim

• Magnetic Influence: How to negotiate and persuade in a disrupted world. Pre-order Now https://amzn.to/3M5HKq3
• #1 Startups book $0-1m The First Domino https://amzn.to/3Z0NrbJ
• The Art of Negotiation #1 in UK #jobinterviews and #1 in US for CareerAdvancement https://amzn.to/3LSA6zh
• Tim Castle is recognised in the Worlds Top 30 Negotiation Professionals an award winning best selling Author and negotiation expert. His books are relied upon by Universities, Fortune 500 companies.
• YouTube https://www.youtube.com/@TimCastle
• Negotiation Expert Instagram https://www.instagram.com/timjscastle/?hl=en
• The Highly Skilled Negotiator Course (80+ LESSONS) https://www.timjscastle.com/the-highly-skilled-negotiator
• How To Crush Your Job Interviews Course https://www.timjscastle.com/job-interview-mastery
• Negotiation Skills Training Academy https://www.thenegotiatorsedge.ai/
• Tim's Website https://www.timjscastl...

Follow Tim

• Magnetic Influence: How to negotiate and persuade in a disrupted world. Pre-order Now https://amzn.to/3M5HKq3
• #1 Startups book $0-1m The First Domino https://amzn.to/3Z0NrbJ
• The Art of Negotiation #1 in UK #jobinterviews and #1 in US for CareerAdvancement https://amzn.to/3LSA6zh
• Tim Castle is recognised in the Worlds Top 30 Negotiation Professionals an award winning best selling Author and negotiation expert. His books are relied upon by Universities, Fortune 500 companies.
• YouTube https://www.youtube.com/@TimCastle
• Negotiation Expert Instagram https://www.instagram.com/timjscastle/?hl=en
• The Highly Skilled Negotiator Course (80+ LESSONS) https://www.timjscastle.com/the-highly-skilled-negotiator
• How To Crush Your Job Interviews Course https://www.timjscastle.com/job-interview-mastery
• Negotiation Skills Training Academy https://www.thenegotiatorsedge.ai/
• Tim's Website https://www.timjscastl...

Lose your job — or think you might? This is not the moment to panic.

It is the moment to negotiate your future.

In this powerful episode, globally recognized negotiation expert Tim Castle breaks down the exact blueprint for what to do if you’ve been let go, made redundant, or sense change is coming.

This is not theory. This is a strategic reset.

Tim has helped countless professionals rebuild their confidence, articulate their value, negotiate their worth, and create unstoppable momentum when it matters most.

Because losing a role does not mean losing your power — unless you surrender it.

Goal: Shift from reaction → influence.

Inside this episode you’ll learn how to:

• Regain control of your mindset immediately
• Position yourself as a high-value candidate
• Create momentum instead of waiting for opportunity
• Generate multiple job offers — not just one
• Negotiate from strength, not desperation
• Build visibility when most people disappear

Most professionals leave enormous value on the table — in interviews, compensation discussions, and career negotiations — simply because they misunderstand what modern negotiation truly is.

This is not a coincidence.

Tim Castle is the bestselling author of The Art of Negotiation, ranked:

✅ #1 in the UK for Job Interviews
✅ #1 in the US for Career Advancement

If you need clarity, structure, and a proven path forward — this episode is not to be missed.

⚡ Your Immediate Action Plan

✔ Get moving — start now. Do not wait.
✔ Make each day your masterpiece.
✔ Plant seeds: your objective is multiple conversations.
✔ Set the standard: 30 days to your next offer.
✔ Aim for choice — multiple offers change everything.
✔ Slow down time: treat each day like a mini-week.
✔ Execute “9 before 9am” — nine outreach attempts before most people wake up.
✔ Help others — generosity creates opportunity.
✔ Protect your mindset — standards are contagious.
✔ Train daily — physical strength fuels psychological resilience.
✔ Operate from abundance and gratitude.
✔ Don’t broadcast what you fear — focus on what you are building.
✔ Be visible. Bring people together. Create energy.

Remember:

Luck increases with the number of meaningful conversations you create.

And above all —

Believe it

Follow Tim

• Magnetic Influence: How to negotiate and persuade in a disrupted world. Pre-order Now https://amzn.to/3M5HKq3
• #1 Startups book $0-1m The First Domino https://amzn.to/3Z0NrbJ
• The Art of Negotiation #1 in UK #jobinterviews and #1 in US for CareerAdvancement https://amzn.to/3LSA6zh
• Tim Castle is recognised in the Worlds Top 30 Negotiation Professionals an award winning best selling Author and negotiation expert. His books are relied upon by Universities, Fortune 500 companies.
• YouTube https://www.youtube.com/@TimCastle
• Negotiation Expert Instagram https://www.instagram.com/timjscastle/?hl=en
• The Highly Skilled Negotiator Course (80+ LESSONS) https://www.timjscastle.com/the-highly-skilled-negotiator
• How To Crush Your Job Interviews Course https://www.timjscastle.com/job-interview-mastery
• Negotiation Skills Training Academy https://www.thenegotiatorsedge.ai/
• Tim's Website https://www.timjscastl...