Last week, I was scrolling through Instagram and I saw 6 different business coaches post about almost the exact same topic. Same angle, same hook, same advice.
None of them made me stop my scroll, and definitely none of them made me remember who they were.
And that's the problem with the online AI-fueled content space right now…
The real reason your content isn't working
It's not that your content is bad. It's that it's too safe.
Safe content doesn't stop the scroll. It never did, but it used to be enough to get by because the space was less crowded. Now, with AI making it easier than ever to produce more content faster, the online business world is full of technically correct, perfectly optimized, completely forgettable posts.
But what I try to remember is: AI is an incredible multiplier, but not a strategy in and of itself. And if you're using it to multiply safe, super boring generic content, you're producing more of what nobody remembers. Your volume goes up, but your impact stays low.
The entrepreneurs cutting through the AI noise right now are the ones who start with an idea that's already theirs, an opinion, a specific take, something they actually believe, and then use AI to move faster on that idea and distribute it to as many people as possible. Not the other way around.
That opinion you've been sitting on
Most people playing it safe online aren't doing it because they don't have opinions. They're doing it because they're afraid of what will happen when they share them.
I'm an in-recovery people pleaser, so I know this pattern well. And I'll be honest with you: even now, even with 8,000+ entrepreneurs coached and a podcast with over a million downloads, I still often ‘edit’ myself before I hit post.
But what I’ve had to learn the hard way is that when you’re filtering yourself for a wide audience, you’re making yourself invisible to the RIGHT one.
The thing you've been telling clients in a safe space but never posting online, that's the thing worth saying.
- The hot take you've been softening so no one would get offended.
- The opinion you've been disclaimed with 5 different sentences because you weren't sure if anyone would take it the wrong way.
The opinion you share with your favorite clients, that’s your best content right there.
How to know if an opinion is worth sharing
Not all opinions are worth publishing. There's a difference between having a real position and just talking negatively about other people. I don't believe tearing others down is a content strategy (it's really not).
What I do believe in is the “die on a hill” test. It's simple: do you genuinely believe this, and would you defend it in a client session? That's enough to know you would die on a hill for this.
I asked one of my clients this recently. She works in the styling industry and genuinely believes people feel better and perform better when they dress according to their personality and don’t hide behind black colors. She'd been holding back on sharing this because people in her immediate environment called dressing up ‘attention-seeking’.
I asked her: would you die on a hill for this?
She said yes.
That's the starting point!
The 2 things you actually need
Having a strong opinion is step 1.
Step 2 is making it work on the platform, which is not as easy as it used to be.
You need the human contrarian opinion AND pair it with an algorithm-friendly format. Because the most opinionated content in the world won't land if it's buried in a wall of text and flowers, and the most perfectly scripted hook won't convert if there's nothing real and sticky behind it.
AI can help with the second part: the scripting, the formatting, the distribution – but it cannot replace your point of view. That part is all you.
Your assignment this week
Pick one specific opinion you've been holding back.
Maybe it's sitting in your notes or your drafts, something you've been telling clients privately but have never dared to say publicly.
This week, say it. On a story, a reel, a post. Not as a rant, not as a callout or anti-someone else, but as a clear, calm statement of what you actually think.
Post about a hill you'd actually die on.
If you want help communicating that opinion with more authority, I put together a free CEO Voice Guide with the exact word swaps I use to stop sounding hesitant and start sounding like I mean it.
And if you want to hear the full conversation, listen to part 1 of the Online Business Reset series on the Fail to Win podcast where I’m sharing all about the New Rules of the Online Game this month!
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