“Knowledge is knowing that a tomato is a fruit. Wisdom is not putting it in a fruit salad.”
Shhhhhhhhhhhhhh … 🤫
That’s the sound of your LinkedIn feed full of bots … errrrr, people … quietly building, quietly thriving, quietly disrupting their industries.
Nobody’s just building anymore. They’re quietly building.
It’s crazy how fast this particular trend has caught on. [ Kind of like “fluff,” but don’t even get me started. ]
Maybe it’s because “quietly" sounds humble. Like you’ve got something amazing going and don’t want to make a big thing of it.
Except that’s NOT what’s happening here.
***
Quick preface: I’m cool with AI. I use it every day for certain things.
But its tell-tale signatures are costing service businesses way more than they even realize right now.
AI produces content and design that is technically correct, tonally appropriate … and completely void of any personality or opinion.
It hedges and qualifies until nothing is wrong. And nothing is really human, either.
“Quietly confident” … “It’s not this, it’s that” … “No fluff” …
Once you see its mark, you can’t UN-see it.
***
You’re probably thinking, “So what? Why does it even matter if everyone’s doing it?”
Friends, it matters BECAUSE everyone is doing it.
AI-generated creative is like a bad cover band. Dull, a bit off-key, and completely forgettable. And it’s eating away at your brand personality and the very reason people choose to work with you.
Here’s what AI is actually doing when you ask it to create something:
It’s predicting.
That’s it.
Like Johnny 5 from Short Circuit, LLMs have consumed an unimaginable amount of human-written “input” and learned what words tend to follow other words.
It doesn’t know what you know, or why you know it, or how you’d say it to a friend over coffee. So it fills in the blanks with the most statistically-probable answer.
Which is pretty much the most UN-creative process. Ever.
***
And humans are starting to see right through it.
When a referral checks out your business website or social feed and reads something “quietly confident,” … they don’t stop and think, “Wow, they’re super humble and smart,” and pick up the phone.
They just don't do … anything.
And they move on.
The gap between your reputation and brand image is wider than you think. And AI is increasing it every week you post without auditing its work.
Which is exactly why I'm hosting a free, live masterclass on June 24.
Trust-Gaps: Three Brand Mistakes Costing You Clients is for service business owners who’ve built their reputation the hard way, and are tired of quietly (ahem) losing deals to competitors with way less talent and expertise.
We’re going to talk about why solid referrals disappear before calling … the three critical brand signals you’re probably missing … and show what it costs when you let trust-gaps go unaddressed.
30 minutes. 50 spots. No replay.
Make it a great week! 🙌
PS — Spots are limited (thanks, Zoom) and June 24 is closer than it seems. Grab your seat before it fills up.
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