Ian Smith is the founder of Baseline and works with artificial intelligence to rebuild business, government and society itself. He lives in Henry with three children, a supporter of the Henry Hawks and coach of AFC Henry.
Describe your business
Baseline is a documentary-style podcast and media platform. I talk to engineers, founders, professors and policy makers, and I have conversations about the human experience behind machines. AI is bigger than the Internet.
How many people do you employ?
With the help of AI tools, it's me alone. I handle everything from building trust with my guests to lighting shots, scripting conversations, and publishing the final piece.
What did you do before starting this business?
I have been involved in technology for over 20 years, from internet banking and algorithm trading to establishment and scaling startups. I founded Butterfly software on Stubbings Estate stable that IBM later acquired. Since then, I have supported the growth of tech companies and advised the AI government.
When did you start a business?
End of last year. It began as a personal quest to understand AI, but the show grew quickly and is now reaching the world every day.
What was your purpose?
Ask more insightful questions. It highlights not only those who are giving keynotes, but those who are actually making the work, bringing hidden stories to the surface, inviting audiences to see human power shaping our future.
Do you have a mentor or role model?
My kids. They remind me of things that are actually important. He also takes inspiration from people like behavioral economist Rory Sutherland and YouTube creator Mrbeast. Also, all the guests tell me something new.
How's your business?
We are approaching a million views. More importantly, there is an increasing depth of engagement. I traveled to Europe, the US and China for interviews.
Do you compare regularly?
I'm always looking at metrics, but I'm trying to measure impact. When someone rewatches a clip or shares a line that stuck with them, that's when it starts to mean something.
How do you sell your business?
Online marketing today is driven by algorithms and attention. The bold visuals and short videos attract people, but the value is substantial.
What's the best part about running your own business?
Freedom and challenge to stand up to your limits.
What is the most challenging aspect?
Keep the standard high and always improve. We average 100,000 viewers a month and I take their time seriously. Every episode needs to change them a bit.
Where is your business heading?
I hope that the baseline will be a Journal of Record for the rise of AI. Next, we explore live events and deeper editing formats.
Do you have a five-year plan?
The baseline is a 20-year commitment. Especially in the short-term world, long-term thinking and deep connections are required. That's what I'm building.
How do you have a work-life balance?
I am the father of three. Balance is routine. My kids know what I'm doing and they're part of the reason I do it. It keeps me grounded.
Are you setting goals for your business at the beginning of your new fiscal year?
not much. I'm focusing on what needs to exist now. Each content is a new challenge. I love cycling and there's a quote saying, “Focus on the race, not the medals. Follow the process, the podium continues.”
What is the most valuable thing you've learned since you started your business?
You are not your opinion. Let them evolve. Leave it open. I've read a lot of Carl John. Value-based thinking shapes how I approach business, family and the future.
What advice would you offer to people starting a business?
Do not follow the noise. Follow your energy. Passion and authenticity support you long enough to gain good fortune.
What was the biggest mistake you made?
It takes too long to analyze past mistakes.
How organized are you?
It's probably too organized for most, but the structure is calming on me.
What do you look forward to most?
A long summer with my kids. Watch them play in the garden while the ground warms underneath it. That's a joy for me.
Are you planning to quit?
I'm not going to retire. Maintenance purposes and community are essential to life expectancy. Life is an opportunity to learn and apply.
What is the secret to your success?
Even when I feel sick I keep showing up. Over time, that's where luck comes in.
Do you think it's the most important thing to run a profitable business?
Curiosity. Resilience. Clarity. Ask a better question. Continue your studies. Stick to your surroundings. Know what's important and don't optimize for short-term victory. Play a long game.
How do you dress for work?
Simple. I wear the same thing most days. However, he won the unofficial award for Best Dress Coach at AFC Henry U9S. A proud moment in a competitive league.
What can we do without every day?
Coffee and Chat Gupto. I might be the trademark of that pairing.
Are you continuing to study?
everytime. Podcasts, books, transcripts.
What do you read?
History, science fiction, memoirs, philosophy.
What changes would you like to see in 2025?
Being a leader, builder, and having more courage in how you use AI. If you act intentionally, you can shape the future.
Interview with Wil Hamilton, an intermediary and global marketing consultant at Hamilton Associates
