Important Links

• Abdelaziz Musa (Host) – linkedin.com/in/azizmusa/

• The Impact Lab – www.theimpactlab.store

• Cush Digital – www.cush.digital

• Contact the Podcast – [email protected]

• Follow The Impact Lab: TikTok, Instagram, LinkedIn, X (Twitter)

Keywords

Impact Lab, Abdelaziz Musa, marketing, AI, value creation, digital skills, reverse Turing test, podcast, social enterprise, training

Summary

In the very first episode of The Impact Lab, I talk about the journey that led to this podcast — from contract negotiation at lastminute.com, to building cost models in Excel, to walking away from a public company CEO role in the UK to start over in Africa.

This is a solo episode, and a personal one. It sets the tone for what The Impact Lab is really about: doing the work that makes a real difference. Not fluff. Not noise. Just impact.

We also introduce the Reverse Turing Test — a segment that will open every episode, designed to prove that what you’re hearing is really human. As AI continues to flood the digital space, the ability to prove authenticity is going to matter more than ever.

If you’ve ever felt like you’re working hard but not necessarily working on the right things, this episode is for you.

Takeaways

• Don’t just get the job done — look for where the real value is

• Automating cost models changed my trajectory

• Negotiating well starts with knowing the person, not just the numbers

• Adding value gets noticed — it always does

• AI is already changing everything in marketing

• Content is no longer king — attention is

• Human interaction will be the most valuable currency in the AI age

• The Reverse Turing Test is how we’ll prove we’re real

• The Impact Lab is a platform for training, insight and action

• Impact is about doing less, but doing it better

Chapters

00:00 – Introduction to Impact Lab Podcast
10:53 – AI’s Impact on Marketing
17:33 – Future of the Impact Lab Podcast