In Part Two of this conversation, Dwayne continues his deep dive with global business strategist and Success Story Podcast host Scott Clary, who breaks down exactly why attention is the foundational currency of modern business, and why companies that fail to adapt will be overtaken by those who move quickly with media, content, and AI.
Scott unpacks the psychology of why leaders resist content, the identity fear behind “not wanting to suck,” and how legacy businesses risk losing everything because they’re still marketing for 2005 while technology is sprinting into 2025.
The conversation expands into AI disruption, the collapse of traditional SEO, the rise of generative search, modern buyer behavior, shortening sales cycles through content, and the undeniable compounding power of personal brand.
This episode is a wake-up call to business owners everywhere: adapt now, or be replaced by those who do.
EPISODE HIGHLIGHTS
01:59 - Recapping Part 1
04:16 - Reasons for Not Creating Content
10:23 - Legacy Risks in Business
11:29 - Choosing Your Hard Path
15:31 - Best Platforms for Content Creation
23:35 - Business Achievements with Content
28:15 - Elon Musk’s Personality and Success
29:27 - Barriers for Business Owners
31:15 - Social Media as a Safe Bet
32:30 - Risk vs Reward in Business
34:10 - Risk vs Probability in Decision Making
37:45 - Understanding B2B Buyer Psychology
46:10 - Key Performance Indicators for Social Media
46:50 - Measuring Social Media ROI
50:43 - Beyond Content Creation
52:49 - Essential Tools for Content Creation
01:00:29 - Key Takeaways
01:02:34 - Future of AI in Business
01:04:47 - Decline of Traditional SEO
01:06:54 - Accelerating Change in the World
01:08:37 - HubSpot's Media Network Overview
01:13:20 - SFDC vs HubSpot Comparison
KEY TAKEAWAYS
*Attention is the gateway to trust, and trust drives every buying decision.
*Content doesn’t mean dancing online; it means choosing a medium you can stick with.
*Content massively increases sales velocity and close rates.
*Small businesses have the most to gain from adopting a media strategy.
*Entrepreneurship is staying alive long enough for your strategy to work.
QUOTES:
"Media is attention. From the beginning of time, attention and influence is what drives people to make decisions." - Scott Clary
" I've always found that like you, you become passionate through mastery, through success, through figuring things out." - Scott Clary
" People tie their identity to their business and if they try to go and do content and it sucks, it's a reflection that they suck and they don't want to put themselves out there." - Dwayne Kerrigan
" I believe that people shift through the power of story. I think it's the greatest way for us to learn because it allows us to put ourselves into other people's shoes." - Dwayne Kerrigan
RESOURCES MENTIONED
*ChatGPT (OpenAI) – ideation, scripting, research assistance.
*Claude (Anthropic) – content development and refinement.
*Opus Pro – turns long-form video into short-form clips.
*CapCut – simple editing tool for social video.
*Substack – newsletters and niche written content.
*Beehiiv – newsletter growth platform.
*Upwork – for finding global editors and creators
*HubSpot – case study for shifting from SEO to media networks.
*Gary Vaynerchuk / VaynerMedia – example of media-first business building.
*Alex Hormozi – example of massive content-driven product launches.
Scott Clary is a dynamic entrepreneur, investor, and author. He hosts the Success Story podcast, where he has candid conversations with some of the most prolific business & thought leaders in the world.
Links:
Website: https://www.scottdclary.com/
YouTube: https://www.youtube.com/c/scottdclary
Podcast: https://www.successstorypodcast.com/
Facebook: https://www.facebook.com/scottdclarypage/
Instagram: https://www.instagram.com/scottdclary
LinkedIn: https://www.linkedin.com/in/scottdclary
Connect with Dwayne Kerrigan
Facebook: https://www.facebook.com/thedwaynekerriganpodcast
Instagram: https://www.instagram.com/dwaynekerriganpodcast/
Linked In: https://www.linkedin.com/in/dwayne-kerrigan-998113281/
Website: http://www.dwaynekerrigan.com
Disclaimer The views, information, or opinions expressed by guests during The Dwayne Kerrigan Podcast are solely those of the individuals involved and do not necessarily represent those of Dwayne Kerrigan and his affiliates. Dwayne Kerrigan or The Dwayne Kerrigan Podcast is not responsible for and does not verify the accuracy of any of the information contained in the podcast series. The primary purpose of this podcast is to educate and inform. Listeners are advised to consult with a qualified professional or specialist before making any decisions based on the content of this podcast.
