This Side Hustle Spotlight Q&A features Damian Primis, a 45-year-old musician based in Queens, New York. During the pandemic, Primis started olive oil brand Primis Imports as a side hustle; the business has since grown to six figures. Responses have been edited for length and clarity.

^{Image Credit: Matt Dine. Damian Primis.}

What was your day job or primary occupation when you started your side hustle?
For more than 20 years, I’ve worked as a classically trained musician. My love for the arts and music started at a young age, which led me to New York, where I graduated with bachelor’s and master’s degrees in music performance from The Juilliard School. My career has taken me all over the globe, and I have had amazing experiences working with some of the greatest musicians of all time (and my personal favorites), like the jazz legend Joe Zawinful, The Who at Madison Square Garden and a Tiny Desk concert with Josh Groban and the cast of Broadway’s Sweeney Todd.

Related: After an Eye-Opening Trip to Home Depot, This Grandfather Started a Side Hustle on Amazon — and Did About $500,000 in Sales Last Year

When did you start your side hustle, and where did you find the inspiration for it?
When the pandemic struck, Broadway went dark, and live music came to a halt. This meant that I would be out of a job for quite a while, which was really scary. Will things go back to normal soon? It was the question that kept popping into my mind. It was at this pivotal moment in my life that I started reflecting on what else brought me joy outside of music and how I could use this passion to create a side hustle. I have always had an immense sense of pride in my grandparents’ ancestral homeland in Evia, Greece. The rich culture, the beauty of the lands and the cuisine really inspired me. So, I called a friend of mine who produced great olive oil, the kind of extra virgin olive oil that you can’t find on the shelves of American supermarkets, and Primis Imports was born.

^{Image Credit: Courtesy of Primis Imports}

What were some of the first steps you took to get your side hustle off the ground?
The first steps weren’t very easy, but I think it’s an essential part of what any startup or small business is like. You need to experience the “growing pains,” as I like to call it. While still in the pandemic, most manufacturing and fulfillment were either slow or at a halt. It took some time to have the first 150 liters of extra virgin olive oil shipped to New York from my grandfather’s town, but when the product finally arrived, I was able to expedite the process of hand-labeling every single bottle. I started selling to friends and family who spread the Primis Imports name through word of mouth, and the bottles sold out! It reassured me that there was a niche that I could unlock in the U.S. market and boosted my confidence to continue on this new journey.

What were some of the biggest challenges you faced while building your side hustle, and how did you navigate them?
There were quite a few challenges, I must say. One of the biggest challenges I faced was securing funding. With a limited budget, I had to rely on each shipment’s profits to finance the next, which meant slower growth. But in retrospect, it helped me avoid making costly mistakes and made me more thoughtful about investments in production and packaging.

I was also completely unfamiliar with the importing process. It was overwhelming due to the complex regulations, paperwork and logistics. I sought advice from anyone who could offer insight and was persistent in finding the right contacts for guidance.

Additionally, ecommerce presented its challenges. I had to learn new skills like building a website, setting up shipping and ensuring the safe delivery of fragile products like olive oil in glass bottles. Factors like weather and temperature during shipment also became key obstacles, but through persistence and trial and error, I was able to find solutions.

Related: Dry January, Anyone? He Started a Side Hustle After a ‘Scary’ Night of Drinking — and It’s Exceeded $50 Million Revenue With 0 Outside Investment.

What does revenue and growth look like?
One thing to keep in mind about Primis Imports is that we were selling a small-batch quantity of olive oil that is harvested once a year. When the product is gone, it’s gone! In two to three months, we were able to see consistent revenue and ultimately sold out of our early harvest olive oil shortly afterward. This meant that we had to pivot to find more product until Greece’s next harvest. We sought out a southern hemisphere producer in Peru, which harvests olive oil at the opposite time of year from the northern hemisphere. This helped us to sustain brand awareness in the market and provided consistent funding and growth for the business month over month.

Primis Imports has consistently grown since we started in 2022. The first year, we had 200% growth, and in 2023, we had 305% growth from the previous year. DTC is where we see most of our sales, with a small fraction coming from wholesale and smaller retailers. What makes Primis Imports unique is our continued mission of sourcing smaller producers with the highest quality products. In 2024, we started expanding our product line with two honeys from the islands of Milos and Thasos, and in 2025, we will be launching more products within the snacking and cooking categories.

^{Image Credit: Courtesy of Primis Imports}

What do you enjoy most about this side hustle?
I enjoy how this side hustle allows me to stay deeply connected to my roots and heritage. Partnering with small Greek producers not only strengthens local economies but also helps share their craftsmanship with a global audience. I love the challenge of reimagining traditional products for the U.S. market, especially through innovative branding that catches the consumer’s eye. This venture also fuels my creativity — it’s incredibly rewarding to collaborate with talented artists from across the country to design packaging and storytelling that truly resonate. It’s a blend of culture, purpose and artistry, and I couldn’t ask for more.

Related: These 3 Americans Turned to Side Hustles After Being Laid Off. Now They’re All Making Between $200,000 and $3 Million a Year: ‘Sweet, Sweet Irony.’

What’s your advice for others hoping to start successful side hustles of their own?
My advice for anyone looking to start a successful side hustle is to begin small and prioritize quality over quantity. In today’s competitive market, consumers value authenticity and excellence. A beautifully branded product will only go so far if the quality isn’t there, so invest in getting it right from the start.

Building genuine relationships with your suppliers is just as important. Be transparent about the scope and limitations of your business. The right partners will understand your vision and grow with you; if they can’t meet you where you are, they may not be the best fit.

Patience is another key ingredient. Success doesn’t happen overnight, but the small, consistent steps you take daily will compound over time. Focus on creating something meaningful and unique rather than chasing quick wins. When you approach your side hustle with care, persistence and a commitment to quality, the rewards — both financial and personal — will follow.

Google wants you to press play on an AI-created podcast instead of scrolling for your daily news.

The tech giant can now take what it knows of your interests through your Search and Discover histories and create a 5-minute podcast tailored just for you that summarizes news stories of the day that you might be interested in.

Related: I Tried Making an AI-Hosted Podcast with Google’s NotebookLM. It Worked Surprisingly Well.

Google began testing the personalized, AI-created podcasts, called “Daily Listen,” through Search Labs, the program that allows users to experience early-stage experiments, reports 9to5Google. The new experiment began rolling out on Wednesday to Android and iOS users in the U.S.

The basis of Daily Listen is Google Search data and interactions that users have had with content on their Google Discover feeds. Using that data, the AI figures out which news articles a user would want to hear about, and summarizes those stories into an audio overview.

Daily Listen gives users a text transcript of the 5-minute podcast and control to pause, mute, rewind, or skip to the following story, per The Verge.

Google told TechCrunch that Daily Listen is meant to help users stay updated on topics they care about.

^{Photo Credit: 9to5Google/Google}

Users with access to Daily Listen will see the section pop up on their home screen on the Google app. Tapping the Daily Listen card under Search will launch the podcast.

The podcast concept is similar to Google NotebookLM’s audio overviews, which are AI-hosted podcasts that turn textbooks, study notes, and generally any collection of sources into a podcast discussion between two AI hosts.

We tested NotebookLM and were surprised by how well it worked. The end result sounded like a podcast between two human beings, with perfect pacing, tone, and delivery. It was nearly impossible to tell that the podcast was narrated by AI.

Related: Google’s CEO Says AI Is Now Responsible for 25% of ‘All New Code’ Created at the Company

A new report by the online career resources platform Resume Genius found that now is a great time to hold an associate’s degree (or begin the path to get one).

The median salary for an associate degree holder ($62,180) is higher than the U.S. median salary ($48,060) and career opportunities for associate degree holders, or those with a two-year degree, are expected to grow by 6.3% over the next 10 years, according to the U.S. Bureau of Labor Statistics (BLS).

Using the most recent BLS data, Resume Genius compiled a list, the 2025 High-Pay Associate Degree Jobs Report, that showcases the 10 highest-paying jobs that ask for an associate degree.

“In 2025, wages are up across the board for every occupation on our list,” said Eva Chan, career expert at Resume Genius. “It highlights not only growing employer demand but also the potential to earn more in fields like healthcare, aviation, and technology.”

In order to be included on the list, the jobs had to specifically require an associate degree, be projected to either grow (or at least remain steady) over the next decade, and have an annual salary that surpasses the U.S. average.

Here are the 10 highest-paying jobs for associate degree holders, according to the report.

1. Air traffic controller

• Median annual salary: $137,380
• Number of jobs (2023): 24,000
• Change in pay (2022–2023): 4%
• Work experience required: Must pass FAA assessments and training



2. Nuclear technician

• Median annual salary: $101,740
• Number of jobs (2023): 5,400
• Change in pay (2022–2023): 1%
• Work experience required: On-the-job training provided



3. Radiation therapist

• Median annual salary: $98,300
• Number of jobs (2023): 17,200
• Change in pay (2022–2023): 10%
• Work experience required: Licensing or certification may be required depending on state regulations



4. Nuclear medicine technologist

• Median annual salary: $92,500
• Number of jobs (2023): 17,800
• Change in pay (2022–2023): 8%
• Work experience required: Licensing required in all states

5. Dental hygienist

• Median annual salary: $87,530
• Number of jobs (2023): 214,100
• Change in pay (2022–2023): 8%
• Work experience required: Licensing required in various states

6. Diagnostic medical sonographer, Cardiovascular technologist/technician

• Median annual salary: $80,850
• Number of jobs (2023): 143,400
• Change in pay (2022–2023): 3%
• Work experience required: Certification may be required

7. Respiratory therapist

• Median annual salary: $77,960
• Number of jobs (2023): 133,900
• Change in pay (2022–2023): 11%
• Work experience required: Licensing required in most states



8. Aerospace engineering and operations technologist/technician

• Median annual salary: $77,830
• Number of jobs (2023): 11,000
• Change in pay (2022–2023): 7%
• Work experience required: Varies by position

9. Radiologic and MRI technologist

• Median annual salary: $76,020
• Number of jobs (2023): 271,200
• Change in pay (2022–2023): 13%
• Work experience required: Certification is usually required for radiologic technologists; experience may be required for MRI technologists

10. Aircraft and avionics equipment mechanic/technician

• Median annual salary: $75,400
• Number of jobs (2023): 163,300
• Change in pay (2022–2023): 7%
• Work experience required: FAA certification required

Click here for the full report from Resume Genius.

I recently fell in love with a popular YouTube series called The Actors Roundtable. Since I talk quite a bit with CEOs, founders and executives, a coworker suggested that we produce a similar version but with business executives. I loved the idea, so we did it! This was our first episode, and I invited five founder-CEOs to discuss their journeys, challenges and lessons learned.

The five CEOs featured were: Sean Riley of Dude Wipes, Brian Barnes of M1, Evan Wray of Mavely, Kristin Olszewski of Nomadica Wine and Erica Bethe Levin of Globowl. The discussion explored the realities of leadership, entrepreneurship and the drive to create lasting impact.

Here are five key takeaways from their conversation.

Related: How Personal Passions Fuel Business Success for the CEO of Vivid Seats

1. Founder vs. CEO: A balancing act

When you start your own company, it’s natural to have a desire to be more involved in the day-to-day. Sean Riley described the transition from founder to CEO as a journey from “Michael Jordan to Phil Jackson” — starting as a hands-on player and evolving into a strategic leader. This evolution challenges leaders to trust their teams and let go of the need for control. “You hired them because they’re better than you at those things,” said Kristin Olszewski, who shared her earlier struggles with micromanagement. The consensus was clear: To scale effectively, founders must embrace a broader leadership role, even if it means stepping away from day-to-day operations.

2. Embracing risk and responsibility

Entrepreneurship is a risky business. Brian Barnes, who raised a total of $315 million, spoke about the immense pressure of scaling a business, especially when competing with giants like JP Morgan and Charles Schwab. “You have to figure out how to use every dollar ten times more efficiently,” he noted. Erica Bethe Levin added a personal perspective, sharing the weight of raising money from friends and family. These stories highlighted the high stakes and emotional toll of managing risk, but also the profound rewards of staying committed to a clear vision.

3. Culture defines success

Company culture emerged as a cornerstone of sustainable growth for all the CEOs. Sean Riley emphasized that culture serves as a filter for decisions and talent. “It’s always culture fit over talent fit,” he said. The group discussed how a strong culture attracts the right people while weeding out those who don’t align with the company’s values. Evan Wray, who just sold his company Mavely for $250 million, emphasized this point, even with top performers who pose a threat to the company culture. “Ten times out of ten, remove them, because the company culture is key to scaling into a successful business.” Erica reflected on how culture evolves over time, influenced by each team member. “You can’t dictate culture — it’s shaped by the community you build.”

4. Play YOUR game, not theirs

For large companies, it’s difficult to stand out and move as quickly as a startup. For smaller, disruptor companies, authenticity in branding is non-negotiable. Sean Riley credited Dude Wipes’ humorous and relatable marketing as a major factor in its success. “It’s about being real and giving people a reason to trust you,” he said. Something the larger toilet paper brands are unable to do. Brian Barnes highlighted his approach with M1 — “People want a product or whatever they’re consuming to have some element of craftsmanship.” If these CEOs decided to follow in the footsteps of conglomerates, they would lose.

Related: Growing a $5 Billion Company Starts With ‘Doing the Right Thing for Your Employees’ According to This CEO

5. The power of resilience and curiosity

Resilience and curiosity were recurring themes throughout the discussion. Kristin Olszewski described resilience as the “number one trait for a founder,” while Evan Wray emphasized the importance of curiosity in tackling challenges and finding innovative solutions. Erica Bethe Levin added that maintaining a sense of purpose and integrity is critical in moments of doubt. Together, the panelists agreed that embracing setbacks as opportunities for growth is key to long-term success. In the end, entrepreneurship is a rollercoaster. There are going to be a lot of ups and downs. In order to be a successful entrepreneur, you have to embrace the ride.

Growing a business through acquisition is a significant and bold move for any leader. While it’s filled with excitement and potential, it can certainly feel like a lot to handle at times. The key is to focus on nurturing strengths, expanding your reach and bringing everyone together around a common purpose.

But, as with any major decision, challenges inevitably come with the territory.

When acquiring a company, due diligence is the most important thing you can do to lay the foundation for success. This process goes beyond just ticking boxes. As a business leader, you must ensure that your next business target can be seamlessly integrated into your organization. Skipping this step can lead to costly mistakes.

It is best to review and evaluate compliance with current regulations, as well as all contractual obligations, licensing and certifications. Financial audits are also essential to confirm the company’s financial health and identify any hidden issues. Employment practices, data privacy and security protocols should be carefully evaluated to ensure they align with your standards.

I remember one acquisition in which we discovered some serious gaps in data security. These weren’t small oversights — they were issues that could have caused big problems down the line. We acted fast to address them, and that early action paid off by ensuring compliance and earning the trust of both employees and clients. The key to tackling challenges like this is to bring in the right experts. You need a team — legal, financial and operational — who can see things you might miss. Their insights can help resolve potential issues before they grow into major headaches.

Related: When Two Become One: M&A As A Growth Strategy For Your Startup

1. Retain talent and clientele

An acquisition can unsettle employees and clients alike. Both groups are vital to the company’s success, and losing them can significantly impact your investment.

For employees, clear and regular communication is imperative. People need to understand the purpose of the acquisition and how it will benefit them. In the past, we kept our employees informed at every step during one acquisition. It helped retain their confidence in us and removed any uncertainty they had. Businesses can offer retention bonuses or career advancement opportunities to help keep team members engaged. Additionally, involving employees in shaping company culture can create a sense of ownership and inclusion.

Client retention requires a similar level of care, if not higher. Personalized messages to clients can affirm the continuation of services and benefits while highlighting improvements to expect. Maintaining or improving service quality during the transition period is crucial.

Having someone from your team whom clients can turn to surprisingly makes all the difference. We once had a long-time client who felt uneasy about operational changes during a transition. They needed reassurance that their needs wouldn’t be overlooked, so we assigned a trusted account manager to address their concerns directly and consistently. We not only eased their worries but also strengthened their loyalty to us.

2. Assess future risks

Acquiring a business is not always about what it brings to the table today. A rule of thumb in any acquisition is carefully assessing its long-term potential in your existing businesses. A thorough assessment of risks and opportunities ensures you’re making a sound investment.

Key factors in valuation involve analyzing revenue, profit margins and cash flow trends. Assess the company’s competitive advantages, market share and growth potential. Tangible assets like equipment and real estate, as well as intangible assets like intellectual property and brand reputation, deserve equal attention.

It is also important to identify potential liabilities, such as legal issues, debt obligations, or operational risks. During an acquisition, we encountered unfavorable lease agreements. Our team renegotiated those terms before finalizing the deal, which helped us avoid financial strain down the road. The lesson here is to always think ahead, anticipate challenges and address them proactively.

Related: Don’t Make These 5 Critical Mistakes as You Plan for Next Year

3. Integrate company cultures into one

Cultural integration is often the most overlooked part of an acquisition. When you combine two organizations, merging systems is not enough. One of the priorities must be the strategy of uniting people under a shared vision.

To gain a deeper understanding of cultural differences, we leveraged surveys to identify the strengths and gaps of both organizations. This feedback guided the creation of a unified mission that reflected the values and goals of the combined company. During this phase, we found that aligning on a shared mission helped employees feel invested in the new organization’s future.

Most importantly, leadership must take the first step in setting the tone. Managers should model the behaviors and values they want to see throughout the organization. Comprehensive onboarding programs help new employees adapt to and embrace the unified culture. Open communication channels, such as regular town hall meetings, also allow employees and clients to voice concerns and offer feedback. These forums build trust and demonstrate that everyone’s input matters when scaling.

Related: When Acquiring a Company, Don’t Forget About the People

Building a legacy beyond the balance sheet

Acquiring another company is never easy, but the potential it holds is definitely unmatched. The real challenge goes way beyond managing the logistics — it encompasses building something that resonates with people on every level. Growth doesn’t mean bigger numbers on a balance sheet. If you want to scale through acquisition successfully, you must create an environment where employees feel included, clients see continued value, and your vision becomes a shared purpose.

Focus on understanding the people behind the processes. Take the time to address their concerns, align your goals and inspire confidence. Whether it’s retaining a talented team or reassuring long-standing clients, the care you put into these connections will define the long-term success of your venture.

At the end of the day, acquisitions are more than just assets and profits. They’re about crafting a legacy that combines the best of what each organization offers. When you get it right, you’re on your way to building a community that thrives together in the long run. That’s what makes all the effort worthwhile.

Kevin O’Leary is talking about buying TikTok again, but this time with more specifics.

The social media app is less than two weeks away from facing a potential ban, though the Supreme Court is set to rule on a pause on Jan. 10 after TikTok and its parent company, China-based ByteDance, asked the Court to hold the Jan. 19 deadline.

In April, U.S. lawmakers passed a bill that forces ByteDance to sell TikTok, though the company has repeatedly said it is not for sale and would prefer to shut it down.

Related: Meta Outage, Looming TikTok Ban Has Creators Questioning How Much of Their Business They Really Control

Still, that hasn’t deterred O’Leary, a.k.a “Mr. Wonderful.”

This week, O’Leary announced that he is joining billionaire and former L.A. Dodgers owner Frank McCourt in a plan to purchase the social network. McCourt launched Project Liberty in 2021 to help build and advocate for a safer and more equitable internet, according to its website.

In May, McCourt revealed that Project Liberty was “building a consortium to purchase TikTok and rearchitect the platform to put people in control of their digital identities and data,” which is known as “the People’s Bid for TikTok.”

“We’ve built a clean, American-made tech stack and continue to be the only viable bidder that can offer a seamless transition for everyone on TikTok without the existing algorithm, said Frank McCourt, founder of Project Liberty, in a press release. “With the addition of Kevin and his countless followers to our bid, The People’s Bid enters a new phase.”

Project Liberty’s investor group has committed to more than $20 billion of capital, according to a spokesperson.

O’Leary has been vocal about wanting to buy TikTok since March 2024, after the news broke of a potential ban. He told Fox & Friends that month, “If this order goes through, it’s got to be sold. I’m going to put up my hand and say I’ll buy it.”

“It’s the largest entertainment and business network in America as it stands today, so it’s of great interest and great value,” O’Leary said last March.

McCourt also noted that he looks forward to “working with President-elect Trump to save TikTok.”

“Kevin and I, along with the thousands of supporters who have come forward to back The People’s Bid, firmly believe we can build a better TikTok – one that protects our national security and becomes a safe, secure platform that millions of people on the app will trust,” McCourt said.

Related: Remote Work Enthusiast Kevin O’Leary Does TV Appearance Wearing Suit Jacket, Tie and Pajama Bottoms

O’Leary talked about his bid for the app in a news appearance this week in his signature pink pajama pants and flip-flops.

What if AI could apply to jobs for you by crafting custom cover letters and resumes tailored to each job description, and get you an interview?

It might be possible. One Reddit user, who has since deleted their account name after posting about their experiences on the “Get Employed” community five months ago, created an AI bot to automatically apply to 1,000 jobs on their behalf. The bot applied to the jobs—and got the user 50 interviews in one month.

The AI took in the person’s information, like where they worked and their educational background, and automatically applied to jobs by generating unique cover letters, resumes, and application question responses.

Related: ChatGPT Is Writing Lots of Job Applications, But Companies Are Quickly Catching On. Here’s How.

“And all of this while I was sleeping!” the Reddit user wrote. “In just one month, this method helped me secure around 50 interviews. The tailored CVs and cover letters, customized based on each job description, made a significant difference.”

The user didn’t specify the exact job listing sites, like Indeed or LinkedIn, the bot tapped into. They wrote that the unique cover letters and CVs helped them get past automated screening systems and get noticed by human beings.

I used AI to automatically apply for 1000 jobs – and I got 50 interviews!
by inGetEmployed

The Reddit user posted a link to the code for the AI bot so that other people could try it for free. Multiple Redditors have noted that the project is broken at the time of writing and doesn’t work.

Even if the tool was live, it might not be wise to use it. A report released in August by the Financial Times found that though about half of job applicants use ChatGPT and other AI tools to help with job applications, employers can easily tell if an applicant has used AI — and it reflects poorly on the candidate.

“Without proper editing, the language will be clunky and generic, and hiring managers can detect this,” Victoria McLean, chief executive of career consultancy CityCV, told the publication.

The biggest red flag for hiring managers was AI-generated resumes, according to an April Resume Genius survey.

Related: AI Is Changing How Businesses Recruit for Open Roles — and How Candidates Are Gaming the System

Meanwhile, employers are using automated systems to filter out candidates. A Guardian report from March shows that AI is conducting interviews on behalf of companies and shutting out candidates before they talk to a human hiring manager. According to Jobscan research, 99% of Fortune 500 companies use AI technology in hiring.

The tech industry’s layoff trend over the last few years may continue into 2025.

According to a new report by Business Insider, Microsoft will be cutting positions across the company “soon” and will focus on underperforming employees in various roles, including security.

A Microsoft spokesperson confirmed to the outlet that cuts were imminent but didn’t provide details on how many employees would lose their jobs, or when.

Related: Microsoft CEO Satya Nadella Reportedly Calls 2 Different CEOs Every Day — and Has 2 Favorite Questions

“At Microsoft, we focus on high-performance talent,” the spokesperson told Business Insider. “We are always working on helping people learn and grow. When people are not performing, we take the appropriate action.”

The spokesperson also told the outlet that the company usually backfills cut positions.

In the summer of 2024, Microsoft had around 228,000 full-time employees.

Related: Microsoft CEO Satya Nadella Says the Company Needs a ‘Culture Change’ After Security Failures

The tech industry has been laying employees off in a big way since 2022.

In 2024, there were around 151,484 employees laid off from 542 tech companies, according to TechCrunch and layoffs.fyi, a website that tracks job layoffs.

Mike Johns works as an AI consultant, so he knows technology and everything it can do to improve our lives — or make you so dizzy you might get sick.

The Los Angeles resident was trying to get back to California from Scottsdale, Arizona, last week and took a Waymo driverless taxi to the airport. However, he barely made it because the self-driving car wouldn’t stop driving in circles.

Related: ‘Not Necessarily Super Excited About This’: Klarna’s CEO Says AI Can Take Over All Jobs, Including His Own

“Ok, why is this happening to me on a Monday,” Johns’s viral video begins as the car connects with customer support in the background. “Why is this thing going in circles, I’m getting dizzy!”

Johns, who is talking in the video from the backseat of the car, takes viewers on a head-spinning ride, writing, “This autonomous vehicle said to heck with GPS” and went in eight circles.

“Is someone pulling a prank, is this car hacked?” he asked.

A Waymo representative got the car back online and Johns made it to the airport, though he says he “nearly” missed his flight.

Johns told CNN that he chose Waymo over Lyft or Uber because he works in the technology industry.

“It’s the future of where things are going, so I’m definitely a part of that,” he told the outlet, adding that he wouldn’t rule out using the service again.

Waymo told CNN in an email that it attempted to contact Johns and left a voicemail.

Related: ‘Amazing Momentum’: Here’s Why Salesforce Is Hiring 1,000 New Employees

In October, Waymo announced that it raised $5.6 billion, led by parent company Alphabet, with “continued participation” from Andreessen Horowitz, Fidelity, Perry Creek, Silver Lake, Tiger Global, and T. Rowe Price.

“Customers love Waymo, said Chase Coleman, founder of Tiger Global, at the time. “The company has built the safest product in the autonomous vehicle ecosystem as well as the best.”

As the AI revolution accelerates, business owners preparing for an exit can harness this technology to increase efficiency, scale operations and improve profitability. These actions make a company more attractive to potential buyers and ultimately increase its value to new heights.

AI isn’t a single program you introduce to your company, then stand back and watch as it works magic on your processes. It’s a broad term for an array of tools that create efficiency through automation, with different tools designed for the various areas of a business. It takes some training to use it effectively, so before diving into AI, you must identify what areas of your business would benefit the most from it.

Identifying opportunities

Start with repetitive tasks, especially those that add more work as the business scales. AI excels in scenarios where tasks are tedious, don’t scale efficiently and aren’t highly sophisticated. This includes research, marketing and even sales support functions, which are vital to driving productivity and cost savings. These functions are ripe for AI integration because they allow the business to expand without constantly increasing overhead costs.

For instance, some companies have a time-consuming client onboarding process involving extensive research to gather basic background information. Using AI for basic research saves hours for a human employee, who can now manage an AI tool, review the work in a fraction of the time and spend more of their day on strategic, client-focused efforts.

It’s the kind of AI power that can significantly increase the value of a business preparing for sale. Potential buyers look for more than just strong financials. They want to see that the company is efficient and scalable, which is where AI becomes a strong selling point.

Related: How AI Can (and Should) Drive Innovation Across Your Entire Organization

Measuring success

Implemented correctly, AI can improve several key business metrics:

• Revenue per employee: As your team becomes more efficient by doing less of the repetitive work they have been doing, you should see an increase in the revenue each employee brings in. This metric signals to buyers that the company can scale without significantly increasing labor costs.

• Gross and net margins: By outsourcing labor-intensive tasks to AI, you can reduce operational costs and improve profitability. Higher margins make a company more attractive to buyers because they indicate a well-run, cost-efficient operation.

• Capacity: AI can help businesses do more with less. It can assist small and medium-sized enterprises bridge the resource gap when competing against larger companies with bigger budgets. For example, an advertising agency might be at full capacity with its current team. Utilizing AI can save time and resources, allowing the team to take on more clients without expanding headcount. This capacity growth is a strong indicator of future scalability.

Potential buyers will want to see these metrics over time to judge whether they’ve improved and are likely to continue improving.

Resist the urge to make much of the mere fact that you use AI tools. If executed thoughtfully, AI will lead to improvements that speak for themselves. You won’t have to tell buyers you’re AI-enabled—they’ll see the results.

Practical AI tools for small businesses

Once you know your needs, what AI tools should you use? Here are three categories of tools that can increase efficiency and, ultimately, value:

1. Research: AI can automate research tasks, saving employees significant time. For example, AI agents can gather background information on new clients, allowing team members to move directly into the strategic phases of their work.

2. Marketing: AI can automate content creation, copywriting and even video production. By using AI tools for marketing, businesses can produce higher volumes of content without increasing staffing. Marketing can do a little bit more creative tasks, such as copywriting and creating images and social media posts.

3. Sales support: AI can assist in lead generation and prospecting campaigns by compiling lists, writing outreach copy and automating follow-ups. By having the functions automated, the sales team can focus on closing deals rather than spending hours on administrative tasks.

Without AI, you might tell an employee to, for instance, build a prospecting campaign for B2B business owners under $10 million in revenue and conduct outreach to them. They’d have to compile the list, write the copy and then contact them. Now, you can use AI tools to compile the list, write the copy and do the sales outreach on platforms like LinkedIn, even execute the campaign for you. So, then the salesperson can do high-level tasks like managing the campaign and responding to leads.

With AI, we’ll mostly eliminate the upfront boring tasks so we can do the things that really ignite us and drive value in a company. You don’t have to eliminate jobs, but you can upgrade the quality of the projects you assign to your existing teams and keep them engaged and excited.

Related: 5 Ways AI Can Accelerate Your Entrepreneurial Journey

A long-term investment

It’s essential to recognize that AI implementation is not a quick fix but requires a long-term mindset. Whenever I’ve introduced any new technology in my own business, it’s taken at least a year to see the full impact on the company.

In preparing a business for sale, the earlier AI is incorporated, the better. Prospective buyers will want to see a clear pattern of improved metrics over time, not just a rushed process with uncertain results. It’s never advisable to sell a company when it’s still figuring out how to use AI, especially since your revenue may dip during the learning phase.

The key is to approach AI strategically, focusing on areas where it can make a difference. When done right, AI won’t just be a trend but a critical tool for maximizing your business’ value.