The search for authentic content
AI should sharpen your ideas, not stand in for them
The big ideas
Should I let AI write my content for me? Only with oversight. AI can draft and refine, but the real value comes from human ideas and originality.
Why does authentic content matter? Because people feel originality. Authentic stories move people in ways copycat content can’t.
Is volume the key to getting noticed? No. In the idea economy, originality stands out more than pumping out ‘good enough’ content.
What makes a great marketer today? The ability to build narratives rooted in truth and tell them in unique ways.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
The beauty of human thought is that it takes detours, makes mistakes, forms opinions, sometimes even gets poetic. AI can mimic all of that. But the key word is ‘mimic’.
It’s like music. Digitisation revolutionised how we listen and how we create. Where once you’d spend years learning a fiddle, now a line of text builds a song in seconds. The key word here is ‘builds,’ not creates.
Authentic content has the power to move a person. Like vinyl, you feel it in your chest. The music’s origin is carried in the very grooves of a record, from Abbey Road to the eardrum of someone dropping the needle on a thrift store find. Digital is pristine and high-fidelity, but ultimately lacking that indescribable human 'something'.
“LPs are decisively more musical. CDs drain the soul from music. The emotional involvement disappears.”— Harry Pearson, The Absolute Sound
The Idea Economy
What cuts through the noise? Ideas. Unique perspectives drawn from experience or innovation. The rest? Regurgitated opinions scraped, aggregated, and truncated until they’re SEO fodder. Don’t get me wrong, AI can produce good copy. But when ‘average’ or ‘good enough’ is on tap, it’s hard to push for outstanding.
The sunny side? The more content in the world, the more a good idea cuts through and delivers the one thing every brand desires most: attention.
In the idea economy, thoughts are currency. High-volume, ‘thoughtless’ content is cheap — originality is scarce. It’s this scarcity that creates both value and opportunity. AI isn’t here to do your thinking for you. It’s here to help you think harder. Don’t use it to slack off 30% of your brain power. Use it to push your brain 30% further.
The best marketers will be those who design strategic narratives rooted in truth, and tell those stories in unique ways that break through.
This isn’t the time to make your job easier. It’s the time to conjure ideas that matter.
