The 10-80-10 system that completes 2–3 hours of marketing work in about 20 minutes

I stopped doing
the work myself

I've spent more than 25 years in marketing and the last seven working with AI. Through 2025 I was still doing AI the way most marketers do. A chat window open in a browser tab, prompting my way through one task at a time. It helped, but I was still the one doing all the work. Pasting things in, uploading files one at a time, re-explaining the same context, stitching every piece together by hand.

Then in January 2026 I changed how I worked. Instead of prompting for answers, I started handing Claude whole jobs. A clear goal, access to the right folders, the business context, instructions for the output. Then I stepped away.

Not every job ran like that at first. Plenty stalled, asked questions, or came back needing a rewrite. And when I dug into why, the reason was always the same, and it was never the AI. It was my setup. Unclear folders, missing context, no instructions worth following.

Delegation is a setup problem.
Not a skills problem.

That's the whole belief behind everything I now teach. Marketers don't need to get better at prompting. They need a working environment Claude can operate in, and a clear answer to one question. Which of my tasks should move first, and what does that actually save me?

The Operator Gameplan is the diagnostic I wish I'd had that January. Ten questions about your real week. Back comes a personalised plan. Which tasks to hand over, what that saves you every week, which Claude capabilities run them, and the first workflow to build.

Not a course. Not a PDF of prompts. A diagnosis of your week, with the maths attached.

You're using AI. But you're
still doing most of the work.

It's 5.30pm and you're still at your desk, typing "try again" into a chat window. The doc next to it is half-finished. So is the one behind it. And the to-do list AI was supposed to shorten hasn't got any shorter.

That's the chat tool trap, and it looks like this:

• Fifteen tabs open, copy-pasting the same brand context from one chat to the next
• Same targets as last quarter, fewer hands to hit them
• You've watched the videos and saved the prompts: it helped, but it didn't stick
• You paste a brief into a chatbot, then spend just as long reformatting it, fixing the voice and wrangling the files
• 60% of the average knowledge worker's day goes on the repetitive work around the job, not the job itself (Asana, Anatomy of Work)

The gameplan doesn't teach you the system. It shows you exactly where the system would pay you back first, in your week, with your tasks, in plain numbers. That's the right first step, and it costs less than the coffee next to your keyboard.

★ Instant access · about 3 minutes of questions · not worth $5? email me for a refund

Ten questions in.
A gameplan out.

The scores, savings and tool mappings are computed from fixed benchmarks, built from real training with 55+ companies. Claude writes the diagnosis around your own words. Nothing invents numbers.

No sales call to book, no webinar to sit through, no 40-part email course standing between you and the thing you paid for.

★ Instant access · about 3 minutes of questions

Where are you on
the operator scale?

Your answers place you in one of five bands. Then your gameplan shows the gap between your week and 10-80-10, and exactly how it closes.

The benchmarks come from
marketers' before-and-afters. Not a blog.

I've run 55+ live trainings with 2,150+ marketers, and I record them. Before we start, I sit with people and ask where they think AI could save them time. Most aren't sure. That's the honest starting point, and I hear it on almost every call.

Two or three weeks after the training, I ask again. What did you apply? What did you build? What actually came back? This time everyone has answers, in their own words, with real numbers attached.

The gameplan is computed from that dataset. Claude writes your diagnosis around your own answers. The numbers were already there.

Robert Gillespie

Marketer first · 25+ years · Inc.'s AI marketing expert · CIM keynote speaker

I've spent more than 25 years leading teams, building campaigns and judging what good marketing looks like. These days I show companies large and small how to put Claude to work on their marketing, including teams at Adobe and JP Morgan Chase. Inc. Magazine calls me their AI marketing expert, and I write a weekly column for them on exactly that.

The gameplan is the first thing I'd do with any marketer I train. Now it doesn't need me in the room.

• Measured, not modelledevery number in the gameplan traces back to those recorded before-and-afters, never to someone else's blog post.
• Built for how marketers actually worksolo marketers, marketing leaders, founders doing their own marketing, and freelancers with clients. The questions and the plan adapt to your role.
• The same first step I run in persondiagnose the week, find the tasks, do the maths, pick the first build. The in-person version sits inside a $2,500 workshop day.

★ Instant access · about 3 minutes of questions

Got questions?

★ Instant access · about 3 minutes of questions

It's Monday 9am. Two to three hours of your usual work is already done. What do you do with that time?

Whatever you answer gets quoted back at the end of your plan, because that's what all of this is for. Not more AI. Your time back.

★ Instant access · about 3 minutes of questions · not worth $5? email me for a refund