Knowing is not the problem
Your problem is not knowing what you should be doing. You know. You know you should be posting. Eating better. Learning AI.
The problem is doing it when you do not want to do it. That is the real flex.
That is the whole point of this Fargo Walks clip, recorded in April 2026, and it applies to AI more than anything else on the list.
What showing up looks like
I have had a hell of a period in my life. Recently I was in the hospital, and I was still running my business. Showing up when it is inconvenient. That is what it looks like. That is growth.
I am not telling you that to be admired. I am telling you because the excuse you are using is smaller than that one, and the work still got done.
Two years is enough
You have known about AI for over two years. So what are you waiting for?
Not more information. You have that. Not a better time. There is not one. What you are waiting for is the decision.
The gap closes with every decision
The gap between where you are and where your competitors are is not closed by a plan. It closes one decision at a time, and the decisions are small.
1. Decide which part of your work AI touches first
One task, not the business. Break the job into parts and pick the one that repeats.
2. Decide which tool, by testing it on that task
Not by reading reviews. Run the task in ChatGPT and in Claude and keep the one that wins for that job.
3. Decide to run it on a day you do not feel like it
That is the day it becomes a system instead of an experiment. Mine reads my calendar every night whether I want the grade or not. That is the command doc.
4. Decide what stays yours
Judgment, relationships, accountability. Name them so the system knows where to stop.
5. Decide again tomorrow
The gap does not close in one move. It closes with every decision you make. Then you make the next one.
What this does not mean
It does not mean grind through everything. It means the decision you are avoiding is usually smaller than the story you tell about it, and the inconvenient version is the one that counts.
The decision
Stop waiting for the right time to start with AI. You have known for two years. Make one decision today, and let the gap close.
Sources
- Jeff Fargo, Fargo Walks: You've Known About AI for Two Years. What Are You Waiting For? (recorded April 1, 2026)
- Jeff Fargo, Fargo Factor Insight: What Parts of Your Job Can AI Replace? (August 2026)
- Jeff Fargo, Fargo Factor Insight: My AI Command Doc Audits Every Workday (August 2026)
Transcript
Verbatim from the Fargo Walks clip, as recorded.
Your problem isn't knowing what you should be doing. You know you should be posting. Eating better, learning AI. It's doing it when you don't want to do it. That's the real flex. I've had a hell of a period in my life. Recently I was in the hospital, but I was still running my business, showing up when it's inconvenient. That's what it looks like. That's growth. You've known about AI for over two years. So what are you waiting for?? The decision. The gap closes with every decision that you make. Go forth.
Jeff Fargo is the founder of Fargo Factor and host of Fargo Talks. Fargo Factor advises established businesses on AI Search Authority, AI Decision Systems, and selective AI-enabled implementation.
WHEN THE DECISION MATTERS
Make the first decision this week.
Fargo Factor helps established businesses turn two years of knowing about AI into a first decision, a first system built from their own records, and a measured result.
