Inspiring books I’ve read

Endless Customers is the latest evolution of Marcus Sheridan’s well-known “They Ask, You Answer” philosophy. Positioned as “They Ask, You Answer 3.0”, this book builds on the original framework rather than replacing it.

And that matters.

Because the core principles from They Ask, You Answer were never the issue. They are timeless. Businesses that answer their customers’ questions honestly and thoroughly will always win trust, visibility, and ultimately sales.

What Endless Customers does brilliantly is acknowledge that while the principles haven’t changed, the environment absolutely has.

The launch of ChatGPT in November 2022 marked a genuine shift in how people search, learn, and buy. We are no longer just optimising for search engines like Google. We are now optimising for AI-driven discovery across platforms like Perplexity and large language models.

This is where Sheridan’s update hits the mark.

He doesn’t abandon the original methodology. Instead, he reframes it for a world where AI tools are often the first touchpoint between a prospect and your business. The message is simple but powerful. If you want to be found in an AI-first world, you still need to be the best teacher in your space.

The Timeless Bit Still Wins

The foundation remains unchanged:

• Answer the questions your customers are actually asking
• Be transparent, even when it feels uncomfortable
• Create content that builds trust before the sale

This still works. In fact, it works even better now.

The AI Shift. And Why This Book Matters Now

Where this book really earns its place is in how it adapts those ideas to today’s landscape.

AI doesn’t just rank content. It interprets it, summarises it, and recommends it.

That means:

• Depth beats fluff
• Clarity beats cleverness
• Authority beats volume

In other words, the businesses that truly embrace “They Ask, You Answer” are the ones AI tools will surface.

A Real-World Observation

This is not just theory.

I first noticed the shift when enquiries started coming in saying they had found me on ChatGPT and Perplexity. That was the first signal that something had changed.

Then came the more interesting data point.

In November 2026, direct traffic to my website overtook organic search for the first time. A bit of digging, including using ChatGPT itself, suggested that this “direct” traffic was actually being driven by AI tools referencing my site.

And when people searched in those tools, I was consistently showing up.

That is They Ask, You Answer in action. Just through a different channel.

Who This Book Is For

If you have never read They Ask, You Answer, this is the place to start. It gives you the full framework, updated for how people actually behave today.

If you have read the original, this will refresh your thinking and, more importantly, show you how to apply it properly in an AI-driven world.

Final Thoughts

Endless Customers doesn’t reinvent the philosophy. It reinforces it.

But it also does something more important. It translates a proven marketing approach into the reality of AI search, AI discovery, and AI-driven decision making.

Traditional SEO is not dead. Far from it. But the game has clearly moved on. We are no longer just creating content for search engines. We are creating content that AI tools interpret, trust, and recommend.

And that is a different standard altogether.

The takeaway is simple.

The businesses that win in this new landscape will not be the ones chasing algorithms. They will be the ones who genuinely answer their customers’ questions better than anyone else.

Those who recognise this shift and adapt will thrive.

Those who don’t will get left behind.

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Written by Julian Mills – HighLevel consultant and marketing strategist. About Julian Mills

I picked up this book after watching Morgan Housel in conversation with Steven Bartlett on The Diary of a CEO. Steven said it changed his life – and after reading it, I can see why. Watch it here.

What struck me most is how Housel brings a human lens to something we usually treat as purely numbers-driven. One of the book’s central themes is how luck and risk play a far bigger role in success (and failure) than we like to admit. It’s a humbling reminder that we’re not always in control – and that’s OK.

The other big idea is compounding. Not just in money – although there are brilliant examples of that – but in careers, relationships, reputation. Small actions done consistently over time can produce extraordinary results.

It’s a short, easy read but genuinely thought-provoking. The kind of book that shifts how you think, not just what you do. It’s earned its place on my bookshelf.

I first came across Josh Kaufman after hearing him on The Diary of a CEO podcast (watch it here) and was immediately impressed by how clearly he explained business principles. I picked up The Personal MBA shortly after, and it didn’t disappoint.

This book is a masterclass in clear, practical business thinking. Kaufman distils the key principles from hundreds of influential business books into a format that’s refreshingly concise – no unnecessary waffle, just valuable insight after valuable insight.

While it doesn’t claim to introduce brand new ideas, it’s an excellent revision guide for anyone serious about understanding the fundamentals of business. I found it genuinely enjoyable to read, with each section delivering useful ideas in a straightforward, no-nonsense style.

Section 10, which focuses on working with systems and processes, stood out to me in particular – especially relevant to the way I build and optimise systems in HighLevel. Kaufman’s ability to synthesise complex concepts into simple, actionable lessons really shines here.

This is one of those rare books that’s earned a permanent place on my bookshelf – not the charity shop pile.