AI Writes. But It Doesn’t Think.
There’s no denying it—AI tools like ChatGPT, Claude, and Gemini are changing how we create content. They’re fast. They’re scalable. They get you 80% of the way there.
But here’s the catch: AI is the average.
It’s trained on billions of data points to produce statistically safe, generally accepted responses. It’s incredible for foundational work—outlines, drafts, summaries—but not for standing out. In a market flooded with content, “average” is invisible.
If your article reads like 500 others, no one remembers it. And if no one remembers it, no one clicks, shares, or buys.
Original Content Is Where the Real Value Lives
Original content doesn’t come from scraping the web. It comes from lived experience, unique perspectives, bold opinions, and real-world results.
When you write from your own expertise, a few powerful things happen:
You say something different. Your angle, your tone, your voice—they can’t be replicated.
You build trust. Readers know when content is phoned in. They crave insight from someone who’s actually been there.
You convert better. Real insights lead to real value, and that drives action.
3 Reasons Why Original Content Wins
1. AI Camouflages; You Clarify
AI-written content blends into the background. It regurgitates what’s already out there. But in a saturated space, differentiation isn’t optional—it’s the only way to rise above the noise.
2. Your Experience Is the X-Factor
AI can’t replicate your journey. Your success, your failures, your framework—those are gold. They connect emotionally and practically with your audience.
3. Polarization Creates Stickiness
AI avoids controversy. It’s built to be safe and agreeable. But audiences remember content that challenges assumptions or presents a bold take. Be memorable—not neutral.
Proof: Original Thinking Drives Real Results
We’ve seen this play out time and time again with real clients:
Britannica stopped chasing Wikipedia and started creating evergreen, authority-driven content. Result? 178 million new monthly pageviews and $42 million in added revenue.
Merriam-Webster aligned content with intent and user behavior, not just keywords. They achieved $0.01 clicks by making content that resonated deeply—not generically.
Strategyzer used specificity and storytelling in their ads. They didn’t “spray and pray”—they spoke directly to their ideal audience. ROI? 18:1 return on ad spend, pulling in global clients like Bayer and MasterCard.
These wins didn’t come from doing more. They came from doing different.
Promise: Be the Voice AI Can’t Replace
Here’s what I promise: If you build content from your own insights, your own results, and your own beliefs, you’ll rise above the noise.
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You’ll attract better leads.
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You’ll build brand trust faster.
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You’ll stop sounding like your competitors—and start outperforming them.
Yes, AI can help write for you. But it can’t think like you.
Plan: Blend AI Efficiency with Human Insight
So how do you create content that actually moves the needle?
1. Use AI for the grunt work.
Let it draft outlines, generate bullet points, and organize ideas. That’s the 80%.
2. Inject your own voice.
Add nuance, stories, frameworks, and real-life examples. Turn facts into insight.
3. Be bold.
Take a stance. Share an unpopular opinion. Use your content to lead—not just follow.
4. Back it with proof.
Show what’s worked (or hasn’t) and why. People trust what they can verify. Data and case studies don’t just convince—they convert.
Think of it like Hormozi’s approach:
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Here’s what we did.
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Here’s what happened.
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Here’s how you can do it too.
Framework Recap
Let’s break it down one more time:
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Proof: Content that performs is specific, personal, and persuasive—not generic or recycled.
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Promise: Injecting original thought makes your brand more credible and magnetic.
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Plan: Let AI do the heavy lifting, but make your content unforgettable with perspective and proof.
Final Thoughts
AI is a powerful tool—but it’s not a differentiator. In today’s content landscape, playing it safe is the riskiest move you can make.
So the next time you’re tempted to copy-paste from ChatGPT, stop and ask yourself:
What can I say that no one else can?
Because the future of content doesn’t belong to the fastest writer. It belongs to the one worth reading.
Thanks so much for reading. If this helped clarify your content strategy, I’d love it if you could like, share, or subscribe—because that’s how this kind of insight gets discovered. See you in the next one.
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