How to Build Repeatable AI Workflows to Scale Great Results
Why it Matters (For brand and agency teams who want AI to actually save them time)
In today’s fast-paced world, everyone seems to be diving into the world of AI. However, many teams still find themselves beginning from square one every single time they use it. We see many different prompts being used, leading to inconsistent results and a lack of structure in the approach.
This post aims to change that. I’ll share how to create skill files and markdown workflows to capture and repeat your best AI outcomes. By doing this, you’ll make your results more consistent, easier to share, and open to improvement. Instead of continually reinventing the wheel, let’s focus on building a foundation that enhances the team’s productivity and creativity by leveraging shared knowledge to drive better outcomes over time.
Let’s be real: AI is moving at lightning speed, and it can sometimes feel like there’s a new tool or agent every time you log in. If you’re running an e-commerce brand or agency, you’ve probably wondered, how do I actually get AI to work for me, consistently, every single time? It’s about building repeatable, shareable systems so you’re not reinventing the wheel every time you need results.
In this blog, we're breaking down some takeaways from a chat with AI consultant Grant Hoshik and the crew from the AI DTC WTF podcast. We’re talking about why markdown and skill files are the secret sauce for scaling AI in your business, how to actually build and improve them, and how to get your whole team on the same page. Plus, we include some of the latest AI trends, the traps to avoid, and a step-by-step playbook to turn your first rough skill file into a productivity machine.
The AI Landscape: Fast-Moving, But Patterns Are Emerging
AI is changing so fast it’s almost impossible to keep up. Just look at what’s dropped lately:
GPT-4o’s image generation outpacing Google’s Gemini in ad creative benchmarks
Alibaba’s Happy Horse model animating static ads
Claude’s new design tool for rapid website prototyping
Canva’s layer feature that lets you edit elements of AI-generated ads
Anthropic, Blackstone, and Goldman Sachs signaling a wave of AI-augmented service businesses
With all these new tools, how do you actually get AI to deliver the right results, every single time, for everyone on your team? That’s where skill files and markdown files step in.
Why Are You Starting from Scratch Every Time?
Grant Hoshik’s clients aren't wasting time chasing the latest AI headline and instead are focused on building repeatable workflows with skill files. Here’s why that’s a game changer:
Consistency: Every team member gets the same high-quality output, whether it’s a branded document, a sales deck, or a project brief.
Leverage: Once a skill file is proven to work, you can run it programmatically, in scheduled tasks, or as part of a broader automation.
Scalability: Skill files are super easy to update, share, and improve. No more reinventing the wheel every time.
What Is a Skill File?
A skill file like your AI playbook or SOP is usually a markdown doc with two main parts:
A YAML Description: Outlines what the skill does and how it should be triggered.
The Markdown Body: The step-by-step instructions, prompts, or templates the AI will follow each time the skill runs.
You can use skill files for just about anything, cranking out branded docs, automating CRM updates, building presentations, or even teaching AI how to nail your company’s voice and tone.
Getting Started: Four Files Every Company Needs
If you’re just getting started with AI workflows, here are the first few markdown or skill files I’d recommend:
Branded Documents: Templates for SOWs/SOPs, client briefs, or any standardized deliverable.
Branded PowerPoint/Decks: A repeatable template for sales or strategy presentations.
About Me: A file that teaches AI how to write and speak in your personal style.
Voice & Tone: Guidelines and examples that ensure all communication sounds on-brand.
About My Company: Context about your company’s mission, products, and people—shareable across the org for consistency.
Pro tip: Do not upload PDFs when you’re uploading templates. AI reads code-based files like PPTX, DOCX, and XLSX much better. PDFs make the AI rely on optical character recognition, and that can tank output quality.
Building Your First Skill File: Talk, Don’t Type
Here’s a move most people don't capitalize on: talk to the AI instead of typing.
Fire up a voice-to-text tool like Whisper Flow and just talk out your “About Me” or Voice & Tone file. You’ll sound more like yourself, and the AI will pick up on all those little details that make your style unique.
Ask the AI to interview you and build out the file from your spoken responses.
This makes a huge difference in roles that rely on nuance, personal style, or deep expertise, like sales, client service, or creative direction.
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Share and Iterate: Turning a Good File into a Great One
Skill files aren’t set in stone. They’re living documents that should grow and change as your business does. Here’s Grant’s go-to framework for making them better:
Create the first version based on your best understanding.
Test it on a real task/input.
Revise the output (either by editing the result or giving feedback to the AI).
Update the skill file so the next run incorporates your improvements.
Repeat with a new input.
After three iterations, you’ll usually have a version you’re proud to use daily.
It’s just like how developers write and tweak code. The goal here is to capture your best thinking in a way you can share, so you and your team never have to start from scratch again.
“All of your markdown files are living documents. Edge cases exist in life. If your process changes, update the file. If you hire a new team member, add them to the company file. It’s time well spent.”
Distribution: How to Share Files with Your Team
Manual Sharing: Download the skill file and send it via Slack or email. Team members upload it to Claude or another preferred AI platform.
Org-Level Skills: If you’re using Claude Teams or another enterprise AI, upload skills at the organization level so everyone has access.
Shared Drives: Use Dropbox, Google Drive, or Notion to maintain a single source of truth for all skill files and templates.
This is huge for keeping your brand and processes consistent, especially as your team grows or spreads out.
Real-World Example: Automating CRM Updates
Grant shared a practical use case: connecting his Fathom AI note-taker to HubSpot. Every two hours, an automation updates every CRM record with the latest transcript data. The workflow:
Fathom records and transcribes calls
A scheduled task extracts action items, decisions, or open loops
The AI updates HubSpot, ensuring no follow-up slips through the cracks
This setup works because skill files and markdown make your AI instructions repeatable, improvable, and easy to share.
Cowork vs. Claude Code: Which Tool Is Right for You?
Cowork is basically your product manager for AI. It’s awesome for connecting files, setting up connectors, and scheduling tasks. If you’re not super technical or just want to manage workflows without messing with code, this is your tool.
Claude Code is your go-to if you want to build custom apps, landing pages, or more technical automations. If you’re comfortable telling the AI exactly what you want and need more flexibility, this is the way to go. Just know it’s a bit less beginner-friendly.
Both tools work best when you’ve got solid, well-built skill files and markdown docs behind the scenes.
More where this came from. Check out the AI DTC WTF podcast for no-fluff conversations on how e-commerce brands and agencies are putting AI to work right now.
Recapping Common Pitfalls and Pro Tips
Don’t hand the AI a PDF template. Use PPTX, DOCX, or XLSX files for real code-based references.
Keep a human in the loop. AI can automate and improve, but your taste and judgment remain key, especially in marketing. Always review and tweak.
Don’t forget about infrastructure. If you’re running large automations, consider using a dedicated device or a cloud VM to avoid bogging down your main computer.
Start simple. Your first skill file won’t be perfect, and that’s fine. The magic happens when you iterate and get feedback.
Step-by-Step: Creating a High-Quality Skill File
Define the Task: What repeatable process do you want to automate or improve?
Start a New AI Chat or Task: State your goal clearly (e.g., “Create a markdown file for our branded SOWs”).
Provide Reference Materials: Upload templates, brand guidelines, or sample deliverables.
Talk or Type Your Process: Use voice tools for authenticity and depth.
Let the AI Build the First Version: Review the result critically.
Test with a Real Input: See how the skill performs with different data or scenarios.
Revise and Update: Give detailed feedback; ask the AI to update the skill file.
Repeat for At Least Three Inputs: Each iteration closes the gap between “okay” and “excellent.”
Share with Your Team: Ensure everyone is using the latest, best version.
Document Improvements: Keep a change log or note improvements for future reference.
Final Thoughts: AI as a Force Multiplier
AI isn’t here to replace your creativity or judgment. It’s here to multiply your impact by making your best work repeatable and shareable. Skill files and markdown docs are your foundation. Build them, tweak them, and get them out to your team.
Stop starting from scratch. Start building AI-powered workflows that make you and your team more efficient, creative, and consistent every single day.
This post was based on the AI DTC WTF podcast episode Stop Starting From Scratch. Check it out 👇
