The Cost of Swinging the Bat Is Almost Zero

AI has made experimentation cheap. So why are we still acting like every idea costs $5,000?

On this episode of PT Breakfast Club, Jimmy McKay and Tony Maritato start with the debate over AI in education and end up somewhere much bigger: what happens to physical therapy when the cost of learning, creating, testing, building, and iterating drops dramatically?

Tony walks through using AI to build a new website, generate social content, create viral knee-replacement imagery, analyze information, and explore business ideas that would have required significantly more time or money only a few years ago.

Jimmy connects that to a familiar media principle:

Attention → Trust → Action.

The goal isn't simply to “make content.” It's to understand whose attention you're earning, why they should keep giving it to you, and what eventually happens because of that trust.

The guys also dig into some surprisingly practical opportunities around PT.

Key themesAI as a learning tool

Instead of assuming AI eliminates thinking, what if educators taught students how to question outputs, find blind spots, compare perspectives, and apply information?

The economics of experimentation

If creating a website, image, script, campaign, or prototype costs a fraction of what it once did, the number of experiments businesses can run should increase dramatically.

Identity beats generic content