In a conversation with Seth Godin, the discussion revolves around how AI companies can differentiate themselves by focusing on the promise they make to users, similar to how electricity is now a standard feature rather than a unique selling point. Godin emphasizes that a brand is about the promise and the experience it delivers, not just a logo. He also highlights the importance of tension in strategy, explaining that tension is what drives innovation and engagement by creating a sense of anticipation and possibility. Furthermore, Godin talks about the importance of understanding the systems within which businesses operate, as these systems often dictate the norms and expectations that can either hinder or help a company's success. He uses examples like Jaguar's rebranding and Tesla's marketing strategies to illustrate how companies can either leverage or fall victim to these systems. Godin also shares insights on how he uses AI tools like Claude to enhance his writing process by identifying gaps and ensuring clarity in his work.