Scroll LinkedIn for five minutes and you'll probably see it.
The posts that are just too perfect, too polished, with language they don’t use in real life.
We all know why, it’s the dreaded two-letter word.
One agency owner I spoke with a few weeks ago said clients are now expecting "3x the speed, at half the price," purely because everyone assumes AI does all the work.
Maybe they were being belligerent, but for the avoidance of doubt: it doesn’t.
This is me writing this, in a hot room with a coffee and a dodgy laptop charger.
But increasingly, leaders assume AI has made agencies less necessary.
Outsourcing costs are reduced, and SMEs believe they can get the same outcomes for cheaper, faster delivery.
Why pay someone to write what Claude can spit out in seconds?
I get it, and they have a point.
But talk to enough people who value real human connection, and it’s a very different landscape.
What's actually getting more novel are real human stories.
People sharing their own opinions, in their own words that aren’t smoothed out and lacking emotion.
This matters right now because it’s uniquely yours. Irreplaceable, if you like.
The challenge I hear isn’t that founders don’t have things to say, they do. Loads of expertise and insight at their fingertips.
But it takes ages to extract their POVs and turn them into content to use for themself and the business.
So inevitably the whole activity gets pushed lower on the to-do list.
Your own opinions are becoming one of the most valuable things you have, so not maximising them is such a waste of opportunity.
And yes, the solution is simple, faster and cheaper than it used to be. But it’s not AI.
You just need a better engine to turn all that experience into revenue generating assets for your personal brand.
An efficient approach that doesn’t take up all your time.
So if you’re curious how we do that, let’s talk. Like real humans.
Otherwise, see you next Tuesday.
Josh