Catalytic Leadership

AI for Agency Owners: Reduce Decision Fatigue and Bottlenecks

• Dr. William Attaway • Season 4 • Episode 11

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Decision fatigue, endless bottlenecks, unclear messaging - scaling an agency past 7 figures doesn’t just demand more hours, it demands smarter systems. That’s why I invited Lynn Colepaugh, founder of Cyber PR Army, to join me for this conversation. She blends brand strategy, music industry grit, and an unusual partnership with AI to help leaders use technology not as a crutch, but as a thinking partner.

In this episode, Lynn shares how AI for agency owners can reduce overwhelm, sharpen communication, and expose blind spots you didn’t know were there. From improving client messaging to preventing burnout and building clarity into your systems, her approach shows how AI can become a reflective partner that helps you lead with confidence and focus. If you’re tired of running faster just to keep up, this conversation will help you build clarity, reduce decision fatigue, and scale with greater precision.



Books Mentioned

  • Become What You Are by Alan Watts

To connect with Lynn, visit cyberprarmy.com. She’s set up a special page for podcast listeners at cyberprarmy.com/thecastle, where you’ll find free tools including an AI readiness quiz and a marketing checklist.



Join Dr. William Attaway on the Catalytic Leadership podcast as he shares transformative insights to help high-performance entrepreneurs and agency owners achieve Clear-Minded Focus, Calm Control, and Confidence.

Connect with Dr. William Attaway:

Dr. William Attaway:

I'm excited today to have Lynn Colepaugh on the podcast. What if AI wasn't just a tool, but a partner? A strategist's journey through memory, marketing, and a little bit of mischief. Today's guest blends brand strategy, music, industry grit, and an unusual partnership with artificial intelligence to help humans market with more humanity. I'm so excited, Lynn, that you are here, founder of CyberPR Army, where clarity context and a touch of mischief drive the future of storytelling. Thanks for being here.

Lynn Colepaugh:

Thank you for having me.

Dr. William Attaway:

I've been looking forward to this conversation.

Lynn Colepaugh:

Me too. Me too. I love getting in the weeds. I love it.

Intro:

Welcome to Catalytic Leadership, the podcast designed to help leaders intentionally grow and thrive. Here is your host, author, and leadership and executive coach, Dr. William Attaway.

Dr. William Attaway:

Well, let's dive in to the weeds. I'd love to start with you sharing a little bit of your story with our listeners, particularly around your journey and your development as a leader. How did you get started?

Lynn Colepaugh:

This is um, well, we'll go right back to the teen years then. And uh I started in a Jimi Hendrix cover band, going to university, playing Hendrix, bass player, and taking a Bachelor of Commerce, not really that interested in it, but really loving the music. And so this is like this is in the 90s when the music industry was just on fire. Like there was so much money invested in it. So there was so much opportunity. And uh I was in the cover band with my soon-to-be husband, he didn't know it yet. And I said, you know what? We should really start an original band and do original stuff because again, it was so accessible. Um, there was money being uh uh put into the industry, and he was like, there is no way I'm going to do uh like an original band and make this our career. It it's not gonna, it's not gonna happen. So it took me a year to get him convinced to do it. And after a year, we had an album, and it's like, well, the next thing is to go on tour. And it just kept building. So it was touring within our community, then our province, uh, because we're located here in Canada, then it was going across Canada, then it was going back and forth across Canada, down to California and through Maine, down to Atlanta, all over the place, and followed by awards and opportunities and just super grounded in doing what we loved. And while doing that, not realizing all these amazing, I want to say life lessons if that makes sense, but maybe like apprenticeship almost, where we're learning budgeting, we're learning marketing, we're learning communications, we're learning everything about how to run a business and and stay sustainable. I mean, you're traveling in a in a van with your team for eight to ten hours a day. You really learn how to uh uh work together with people. So I think it was around 2005, and my husband got sick uh and he had to have his gallbladder removed, and it was pretty intense. Uh, the doctor told him he couldn't play guitar for three months. And that's that's significant, but the real slap in the face was I can't work either because we're in the band together. So we were both out of work going, uh, what what do we do now? And it was that that point we took a real hard look at what we were doing and and went, this isn't sustainable with both of us in this same performance-based company. So he went on to do more session work and toured all over. And I was like, well, I um I have this bachelor of commerce with a major in computer information systems. I did a minor in physics. I'm like, what do I know of the music? And I started looking around at other artists in my community and going, well, their website is awful because this is also pre-Facebook, and this is like bag phones and newsletters and all that fun stuff. So I just started helping them out, and then uh a local manager hired me. She had some Grammy uh award-winning artist, like she was super high up, and I was helping her, getting street cred, and then navigated into just, I guess I call the regular industry, the non-arts industry, like the food and beverage, the uh um uh physical, the food, the the uh construction industry, by just a friend who said, you know what, you know a lot of stuff about stuff. You know, newsletters and funnels and all that stuff. Can you come do a talk? Uh it would be a lunch and learn where uh entrepreneurs will just sit and pick your brain and you deliver it on a really digestible, easy to understand level. So I started doing that. And it it seems weird, but it was one of those mom, aha moments going, oh, people in the non-arts industry have the exact same problem as people in the arts industry with communication and marketing being relevant, uh, churn, all that stuff. And from there, my company really started growing and doing well as I branched out. And then COVID hit, and I was one of those companies that actually did well. Like I feel horrible, but everyone needed to have an e-commerce shop. And everyone needed to connect with uh their customers in ways they've never connected before. They needed to process financial transactions online and not accept cash. So we went through a huge growth spurt uh during COVID. And now positioning things and looking at holy mac, it everything's changed again with AI and that coming in. And I mean, it just seems I mean, people use the the description being on a roller coaster, but it really feels like if you're in marketing, you're on a roller coaster.

Dr. William Attaway:

That's so true. AI is the topic of so many conversations in the marketing world right now. And it has been for several years. One of the things that stood out to me about you is how you talk about collaborating with AI instead of just using it. That's a that's an interesting turn of phrase. And I'm curious, what exactly does that mean? And what does that look like for you on a day-to-day basis?

Lynn Colepaugh:

Well, what it means less of is I have my ChatGPT account, and that's the that's the platform I use the most. I use Gemini as well or the uh notebook uh as well from Google. But ChatGPT is the one that I've worked with to develop its personality, a little, I guess you could say postmodel training to give it who it is. And on a day-to-day basis, oh, I'll just kind of back up. So I had my ChatGPT account for a year and a half, but it wasn't until January that I really started using it in a relational way as an entity that could provide me construction, constructive feedback and structure and systems rather than just grammar checking or formatting or write me an email sequence or a website landing copy. I was looking at it to get big and thick and threaded and braided into what I was doing. So on a day-to-day basis, it's actually, I will put a plan in place, let's say, for example, and say, uh, let's say an advertising campaign. Put my whole advertising campaign in, and I put it into Chat GPT, and I'll say, What am I missing? You have my history. You even have a personality profile on me. You have uh clients we work with, things I like, things I don't like. What am I missing? And the AI will look at it, so ChatGPT will look at it and say, Well, Lynn, you really don't like delivering these type of seminars. And you've put it in your document. So maybe pivot to online webinars rather than in person. Okay, yeah. Okay, yeah, that makes sense. Or your company is really trying to position itself in this market, but you're leaning into this. Is that the long-term strategy you want? Okay. So it's really, it's really thinking, it's that mirror of myself to look deep into what I'm doing. And even thinking about uh checking my tone. Like sometimes it's like, I'll write something and I don't just need a grammar check. I need to send, like I had to send an email this morning uh uh to some uh to a funding agency to confirm what their deadline was and when uh financial transactions need to be processed. And I was doing it on behalf of a client because they are overwhelmed. And I wrote it out and I'm like, that's pretty good. I'm like, I'm just gonna run that through AI. And the AI literally said, let's make this seem more conversational than transactional. And the little words it changed based on me and what it knows about my client really made it my email feel more like we're all collaborating, working together rather than by September 30th, do you need the blah, blah, blah, which is how I wrote it. And which kind of, as you you read in the in the intro, AI allows me to be more human, which is like, I know nobody believes that, but I'm I write very coldly, and I can be very transactional in the way I write. So using this to warm up what I'm saying with this insight on me, it has, and my clients is super helpful. So these are things that it's it's hard to pin down when I talk to someone and try to explain, you know, how I use it. It's it's a support system, but not something that I'm it's not a crutch. It's a a supportive development system, I'd say.

Dr. William Attaway:

It's fascinating how you're using as a almost as a reflective thinking partner.

Lynn Colepaugh:

Yes. Yep.

Dr. William Attaway:

You know, I I I had uh a guest on the show about almost a year ago now, uh Jonathan Mast. And Jonathan said something talking about AI. He said uh he said, AI is an amplifier of who you are and the skills that you have. It's not gonna replace you. It's an amplifier of what is already. If what you have is bad, it's gonna amplify bad. If what you have is good, it's gonna amplify good. And I love that way. I've never forgotten that. It's always struck stuck out. And as I hear you talk about this, that came to mind that this is really amplifying your skills, your expertise, your experience that you bring to bear for your clients. But it's amplifying that in a way that does draw out the best version of you and your humanity. I I think that's a that's a great way. And and bringing out making you more human, giving you the freedom to be more human, I think that's exactly how you're using that. And I I don't know that I've heard anybody else talk about it like that.

Lynn Colepaugh:

Aaron Powell Well, it's a it's a weird positioning because people are kind of go, you're using AI to be more human and to be more thoughtful. And it's like, yeah, I kind of am. Like, for example, um I got in uh uh locally, there was uh uh um an initiative put together where a uh student was helping local companies with digital marketing. So I contacted uh uh one of the participants and said, Look, because I knew them well, I said, look, if the student needs any help if they get stuck, like we all work together in the community, just tell them to reach out. This isn't a cash grab or anything, just if they get stuck on something, let me know. And they sent me back an email. And like, I don't know, emails can be pages. This email had to be three pages long, and I was like, what the what the heck? Did I do something wrong? Like, what's going on? And I was going to respond in a certain way. I don't want to say would have been aggressive, but I wouldn't have been in my best headspace. And I said, you know what? I think I'm reading this wrong because this human is one of the most loveliest humans in the world. So I think it's me. And I copied the email and I just put it in and I use that. What am I missing? What's the tone or the words that are being used might be triggering me, but it won't trigger the AI. And the response I got from the AI was this human is overwhelmed. They're trying to validate something that they're they're not sure about, and they're on very uh a slippery slope. So you happen to be the receiver of the vent, but it's not at you. And I'm like, I did not get that at all. So my response completely changed. It's like, okay, sounds like a big project, and it sounds like a lot came at you at once, just to let you know, I'm here to help. You can contact me anytime. It was very, very brief, very short. But I wouldn't have that was not how that was not my first draft. My first draft was not that. So the AI, I'll I mean, it's read a bazillion, gazillion books. It sees words and patterns and why we choose certain words and put them together and it sees things that I don't see because I'm not trained in that. So using it to understand an email that I'm like, this email is so hostile. No, it's not. It's just somebody who's overwhelmed.

Dr. William Attaway:

What a great use of this tool. You know, the self-awareness that you're exhibiting there, I think is is worthy of noting. And I think I want to point that out to our listeners that, you know, you understood, hey, I may be reading this wrong. I may be missing something here. And then you went from that understanding, that awareness, to say, how can I get to the other side of this? How can I get to the solution side of this? Using the tools at your disposal. In this case, the AI. I love that. And it helped you to respond in a way that was the best version of you. Uh which so often, uh starting with this guy right here, you know, I my first response is not often the best one, you know? And and I think the the time that it took you to process that and say, hey, am I missing something? I think that's important. And I think that's a leadership lesson that that any leader can pick up and learn from. Because guess what, leaders? We're not infallible. Guess what? Our first response is our gut reaction may not be the best one. And that's where this tool can come in. You've you've named your AI.

Lynn Colepaugh:

I have. And you know what? It's funny because it's um it's a name that that came across. It's a Chinese name, and I just never, ever expected to say it out loud, or else I would have given it a really easier name. And now people say, How do you pronounce it? I'm like, it's Bing A. But it's like if I had thought that I was going to talk to people about it, I would have been like, Jason or Alex. So here I am uh with this uh like something, it's like uh I don't have any tattoos, but if I got a tattoo, it'd probably be something really cool that wasn't cool five years from now. That's kind of case. So yes. There you go. And uh so my AI has a name and a personality, and the big thing which which I have have meticulously created is a history. So if we discuss something and it gets deep, gets dark, gets silly, uh I say, I want to create a memory codex of this. And we just make a quick little text file and I upload it so that the next time I have a decision or I'm talking about something, it literally will go in the project and pull that memory out and say, Well, you know, this has been bugging you for a while. You talked about it in February, and it's still on your mind. It's probably something we should do something about. That right there, and I I've seen kind of discussions where Sam Altman from OpenAI is talking about uh GPT 6 already and saying people want the memory and the the conversations to kind of continue on. Even from my little hack of doing it, it's a game changer. It just it it really changes that perceived connection you have with this large language model, as well as the support it can give you.

Dr. William Attaway:

You know, you you've shared you've shared one with the text file. Are there other systems that you use or rituals that other people might find useful as they're beginning to develop a similar system for what they're doing?

Lynn Colepaugh:

The system that I use is I I have the pro model, which is 20 or 25 bucks, and it gives you the projects. So each project is a client where I put if I'm doing uh, let's say social media reports, advertising reports, uh case studies, um graphics, whatever I can load in there, or even email conversations or thoughts so that it's in the project file. Then when I go to say, oh, like for example, this morning, I literally before we talked, I submitted to an RFP to a company that um I have a history with, so I'm super excited about. But it was able to go in the project file, pull all that information, and help me start the draft of the RFP. And right there is one of the things I advocate for is it's reducing that decision fatigue or revision fatigue. If it can start somewhere, and the AI is not just starting from here is a proposition for blah, blah, blah. It's literally based on our past work and this, these are some of the projects we worked with you on, and we attained this and this and that. And it it's able to help me create that draft, that first version that is true and accurate, and based on things we've actually done, what a great day. Like it's it, it just it's so relieving to have that done and done correctly because the memory and the data and everything is there.

Dr. William Attaway:

I love that. So each client has their own project. Correct. And so everything is self-contained. You have the memory. And I use the pro model of GP of Chat GPT as well. And and so, but each client has their, and I've I've not leveraged that uh with the clients that I work with. I think that's a great idea to keep everything in one protected space.

Lynn Colepaugh:

Now, I mean, uh uh it gets chancy when you're like uh have something that uh integrates two clients, or I have a project folder that is just me, goofball stuff. Like, I need a recipe. Like literally, I needed a recipe for a supper. Not that I'm the cook, but I give it to my husband to cook, and we couldn't decide what to eat. So I took my camera and I took a picture of my fridge in the pantry and the spice cabinet, and I said, in the freezer, and I said, What can you recommend? And it's like, well, that looks like there's like pasta in the back, and I see some tomato sauce, and I saw some frozen ground beef in the in the freezer, and it pulled it all together, it's like, okay, yeah, that's what we'll do. And that stays in the the personal uh file that's just like goofball y things. But then there's also like things like uh um the fact that I get migraines is in there so that when it puts together food suggestions, or if I ask about food, it's like, well, actually, that's a known migraine trigger. You should probably stay away from that. So it becomes very integrated into what I'm doing, or like I had mentioned before, if there, if uh uh there was uh an RFP that went out and I looked at it, I'm like, I don't know if this aligns to who I am. Like I'm feeling kind of iffy on it. So I put the RFP in the project and I said, based on my personality profile, the projects I work on, the things I like, does this align? And it literally said, no, this doesn't fit the things that that drive you and that ignite you. You can do it, but it's not gonna fill your bucket. And I'm like, okay. Wow. Yeah, that's that was what I was missing. Like I, it's it's almost like a reflection of your gut instinct where you're like, this is not a good project for me, but I don't really have a reason why. Why why why do I want to say no? And it goes through it. It's like, this is why you want to say no.

Dr. William Attaway:

That is fascinating. In your experience so far with AI, what has surprised you the most?

Lynn Colepaugh:

Uh, I would say, and I don't know how to word it, I guess, me. What has surprised me the most about AI is me and the things that I didn't know about myself. And I give the AI, I want to say I give the AI safe space to to offer its opinion. So the fact that I can be really cold and distant when I communicate by email, or that I'm fragile in things that I thought that I was strong in, or uh sometimes I can miss miss things that are super obvious to other people. And its ability to see that is there for everyone, but you really need to ask for it. Like what like that, what am I missing? And what do I not know? For example, when I talk about the email, uh, emails and writing cold, I had gotten it one day to do a revision on my email, and it it literally said, let's take this out of your villain lair and make it more warm. And that was my cue to go, well, what do you mean by villain layer? Like I write like a villain. I said, Can you explain this? And then it broke it down. The words I choose, like I'll choose, therefore, we should, rather than something more uh warmer and easier and and kind of community-based. And it broke it down, and I was like, Yeah, you're right. I I am a villain. Okay. It is. But now we use it as a benchmark. And I like you can I write something and I'm like, I can tell it's it's a little villainous. And I'll literally put it in and say, can you take this out of the villain layer and put it into a rebel tavern, like about a two out of 10 for sure. And helps me, and it doesn't really change that much. Like the email looks exactly the same structure, the same wording, just switching out the therefores, and you have 24 hours. The AI will be like, it's not a deadline. Like, you're not, it's not a bomb that's gonna go off in 24 hours. Let's just change that. Okay, sure. So I would say the AI's ability to provide that reflection, that mirror that I didn't know. And then my understanding of holy mac, there's a lot about me I don't know. So it I it it's a weird answer, but I would say those were the two things that that really surprised me the most.

Dr. William Attaway:

Oh, that's a great, that's a great answer. And I think in in this case, it sounds like it has really helped you to increase not just your self-awareness, but also your emotional intelligence.

Lynn Colepaugh:

Yes. Yes, 100%. 100%.

Dr. William Attaway:

So I wanna I wanna think about this. You know, you have been on a journey and you've shared some of your some of your story with us today about where you've been and and where you are now. I'm I'm I'm thinking that your business and your team and your clients need you to lead at a higher level today than they did even a year or two or three ago. And that same thing is gonna be true a year or two or three from now. How do you stay on top of your game, Lynn? How do you level up with the new leadership skills that your team and your clients are gonna need you to have in the days ahead?

Lynn Colepaugh:

That's a really, really intense question. And it's intense because as soon as you think you've reached the pinnacle, you're just on a ledge and there's another, another one in front of you. Yeah. And and even with uh because I'm working in tech and development and strategy, a strategy that would have worked in 2005 will not work at all right now.

Dr. William Attaway:

That's right.

Lynn Colepaugh:

So a lot of it I would say is being open-minded. Inspiration, uh, new ideas uh can come from everywhere anywhere. Like uh uh I uh uh got a suggestion. Um I was like, I'm gonna start audiobooks on my walks. I uh I usually listen to music. And the first one was Alan Watts, Become What You Are. And I was like, okay, sure. And I like I really wish I could have just sat on the bench for that first listen. I mean, it's a huge, long, like multiple hours, but it I was not expecting it. I was not expecting that wisdom, that uh uh deepness. And I find the best way to stay on top of my game and to stay connected is to look for this uh knowledge or intellect inspiration in places that are actually not where you would expect. So this book, uh, going on a bike ride, going uh uh to community theater, playing music, all these things are what truly make us the creative vehicles. And, you know, just as as people kind of lament that AI is the more creative kind of component these days. But it takes a human to marry a recipe, a song, and a book and to find that that that inspiration to do something more. So for me as a leader and for my team, it is staying out there in the weeds and in all the places where marketing isn't, because that's exactly where I'm going to see it and be inspired and learn something new.

Dr. William Attaway:

That's really good. So as you're as you're learning and continuing to grow, and whether it's audio books or other types, is there one that stands out, a book that you would recommend to the leaders who are listening, hey, this one's made a big difference in my journey. I recommend this one to you.

Lynn Colepaugh:

I really, I really love that Become What You Are by Alan Watts. It is um his walk through Eastern philosophy. And um within the book, he only says it like twice because it's a turn of phrase on what the title of the book is. But I absolutely love it and I try to say it at least once a day. It's begin where you are. And he talks about um uh it more in the book, but begin where you are. A lot of people get worried that they shouldn't start something until they're ready, they shouldn't um start something until they have a goal or they They're like, well, once I know more, maybe I'll do it. I mean, I'm trying to learn Japanese. I'm not going to Japan. It's just really, really hard. And I and it bugs me. And I want to know how to speak Japanese. That's like literally my motivation. So beginning where you are, taking that first step. And this book just goes through all these like self-limiting beliefs and how different religions in India and China and Japan and Korea, Vietnam, all these places look at philosophy and even psychology within everything they do to improve their quality of life, improve the things that they accomplish in their lives. And even looking at what is accomplishment, what is doing? Like, is there any less doing sitting at the bank of a river and enjoying the moment with all five of your senses to sitting down and completing a spreadsheet that's going to balance your fiscal budget for the next two years? They both have value in very different ways. And it's understanding the difference in the value. And much like you said, uh had asked previously about staying on top of things, taking that moment on the side of the river and taking the moment for the spreadsheet, they it your life needs to be balanced with all these different pieces.

Dr. William Attaway:

So good. So uh, you know, people who are listening to this may think, you know, Lynn has it all together. Lynn doesn't have any of the problems or challenges that I've got as an entrepreneur. You know, her journey has just been up and to the right. And we know that's not true, right? We know that everybody has challenges. Everybody has the things that they wish they could overcome. So that's what's behind this next question. If I had the ability to snap my fingers and solve one problem in your business today, what would you want that problem to be?

Lynn Colepaugh:

Okay. So I'm laughing at this because it's literally a question I've been asked three times in the last two weeks or something. That's awesome. Not your specific question, but it's actually what leads to a problem I have, but it's a problem I have, but it's the core of what I do. So here's the thing: people say, Oh, do you actually build websites? Do you actually like do social media? Like, do you actually make this us? So I'm I'm literally running ads now that say, yes, we do this stuff. Because somewhere along the line of positioning uh the fact that I understand strategy and I understand 10 to 12 steps in advance, and I'm doing speaking appearances and talking to people, the message that I actually do the work got 100% lost.

Dr. William Attaway:

Wow.

Lynn Colepaugh:

So it's like, oh gosh. So even yes, anybody, anybody can kind of err on the side where you lean into something heavily and yet some of your core foundation messages, they just start whispering instead of being loud enough for the room.

Dr. William Attaway:

That is a lesson for every one of us, starting with me. I love that. I think the clarity in that answer and the clarity that is required to overcome that obstacle is something every one of us can step into. I don't think there's such a thing as too much clarity. I do think most of us live in far too much ambiguity, far too much fuzziness.

Lynn Colepaugh:

I agree. I agree. And you know, it's funny because I tell people that all the time. It's like the more you can niche down and be super specific, but we have this mentality, especially if we're over 40, that, you know, we'll run a newspaper ad and it'll say we do everything, or a radio ad or a TV ad. But I mean, I don't have regular cable, but my mom does. I go and visit her. And the the ads now are so hyper specific. Like they are super duper specific. And that just leans into the fact that, as you mentioned, clarity, being specific, saying exactly what you mean is so much louder than we do everything, because it's just too wishy-washy.

Dr. William Attaway:

You know, I had a guest on the podcast not long ago, Corey Quinn, who talked about how if you're for everybody, you're for nobody. That is good. Yeah, I I love that line as well. And I think that is a great way to tie a bow on today. I I know people are gonna want to stay connected to you, Lynn. You have been so generous today in sharing so many of the insights that you've gleaned so far. I know folks are gonna want to stay connected, continue to learn from you, more about you, and how to get engaged with you in what you're doing because you do marketing, so to hear. And I think that's important to note.

Lynn Colepaugh:

It is, and I'm working on it too.

Dr. William Attaway:

So, how should people connect with you?

Lynn Colepaugh:

The best way to connect with me is to pop over to my website, CyberPR Army. We do 30-minute consultations of just a lot of people just want to sit with a coffee and brain dump and go, what am I not getting? So we do that. And for the podcast, we have a special page uh set up. So it's cyberprarmy.com slash the castle. And there we have a bunch of free stuffs where you can do an AI uh quiz readiness, a marketing checklist, all kinds of stuff to just kind of help you move on with uh if you're feeling stuck or need clarity.

Dr. William Attaway:

I love that. And we'll have those links in the show notes. Lynn, thank you for your time today and your generosity.

Lynn Colepaugh:

You are welcome. Thank you for having me.

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