A few weeks ago I got on a call with someone I coached many years ago. Partway through, I said something almost without thinking. By the time we hung up, I realized it might be the most useful thing I've told anyone in the past month or two.

This episode walks through that conversation and the question that triggered it:

What would a client create if there were no limits at all?

That question used to be dangerous to ask, because the honest answer was almost always bigger than what you could actually deliver.

AI changed that math. Now judgment is the whole game.

I'll walk you through the real conversation, show you how the same idea plays out for a copywriter and an email marketer, and give you a simple three-step way to test it yourself this week.

What You'll Learn

• Why asking a client what they'd create with no limits used to be a dangerous question, and why that's changed
• The real story behind the question that reshaped how Ed thinks about client value
• Why AI made judgment matter more instead of less
• How the same idea applies whether you're a copywriter, an email marketer, or something else entirely
• A simple three-step way to test this on one of your own clients this week

Key Ideas & Takeaways

1. The Magic Wand Question. Ed asks a coaching client what her client would actually pay for. When she gives the safe answer, he pushes further: if they could wave a magic wand and get exactly what they wanted, what would that be? The honest answer turns out to matter a lot more than the safe one.

2. The Real Constraint Moved. AI removed the ceiling on production. Big answers used to be unrealistic because building them took too long. Now the real constraint is your willingness to experiment and the judgment you bring to what you build.

3. Judgment Over Speed. The tools will happily build almost anything you ask for, whether it's a good idea or not. Deciding what's actually smart to build, and recognizing when what comes back is genuinely good, is squarely your job now.

4. It Works Beyond One Client. The same shift applies to a copywriter whose client casually mentions wanting better onboarding emails, or an email marketer whose client wishes they could predict churn before it happens. In both cases, the real ask is an outcome, not a deliverable.

5. Three Steps To Try This Week. Pick one client, current or past. Ask the magic wand question and write down the honest answer, even if it sounds too big. Then spend 30-60 minutes with AI building a rough version of it, before you ever mention price.

Action Steps

• Pick one client, current or past, ideally a smaller or lower-stakes relationship
• Ask yourself what that client would create if there were no limits at all, and write down the honest answer
• Spend 30 to 60 minutes with AI building a rough version of that answer before you ever quote a price
• Notice where the AI draft falls short. That's your judgment doing its job, so fix that part yourself