“There is nothing so useless as doing efficiently that which should not be done at all.”
Got a text from a friend a few weeks ago:
“So … THIS happened last night. 😩”
I’ll spare you the image that came along with it. Short story is that she tried to pit an avocado with a knife.
The knife slipped (of course it did) and went straight through her palm. Needed surgery to repair nerve damage they’re still assessing.
For an avocado.
[ FWIW, there is an entire category of injury called “avocado hand.” It’s a thing. ]
My friend had an avocado slicer in a drawer. But the knife block was on the counter, and the counter was closer than the drawer.
And now here we are … the subject of a Monday Mantra. ;)
***
“Avocado hand” is what I’m watching business owners do with their websites and branding right now.
The tool is close. It’s right on the counter. It’s fast and cheap.
So they ask Claude to design their homepage. And their offers. Then they ask it what their positioning should be, feed it three random paragraphs about their business, and paste whatever it spits out onto their website.
And the results seem fine. That’s the thing. No one bleeds all over the floor (usually). There’s no ER visit for a homepage that sounds and looks like every other business online.
You really don’t suffer the consequence until much later, when the nerve damage is already done.
***
AI technology is a serious tool. I use it constantly. But there is a very specific category of work it isn’t built for …
Creative.
The words and visuals that make a total stranger decide in 2 seconds that your business is the one to call.
That takes a skilled brand strategist who can hear what you actually do (underneath what you say you do), and put the right words in the right order so the right humans with money stop to pick you.
AI can’t do that. It’s the wrong tool for the job.
Its hedging, content-cramming, and repetition trades originality for perceived convenience.
And guess what? … Your prospects are definitely noticing. [ Hello, AI flyer revolt. ]
***
My friend is recovering post-surgery now. She’s got a gnarly scar, lasting nerve issues, and very strong opinions about kitchen tools.
For her, the long-term damage is done.
If your brand’s been getting the “avocado hand” treatment for a while, it’s not too late to put down the kitchen knife.
That’s what Brand Signal is for. Two weeks. One consistent, client-attracting message. Right tool for the actual job.
Try our free homepage grader to see if you’re ready.
***
Make it a great week! 🙌
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