Messenger > Message
Why the who now matters more than the what
Hi Cringers,
What happens when we can no longer trust information?
With the rise of LLM-generated content, bot accounts, and deepfakes, we’re entering a period when we can no longer trust information at face value.
This isn’t a new phenomenon. People have been manipulating, spinning, and taking information out of context for as long as we’ve been producing it.
The difference now is that it’s easier than ever before to create and distribute falsehoods. Anyone can click a button and fabricate a story or create a video clip of any event they can imagine. And with social media, lies can go viral within minutes.
One of the last moats is being known, trusted, and influential. When people don’t know what to believe anymore, they look to people they trust to help them make sense of it all.
That’s why now more than ever, the messenger matters more than the message.
If you’re looking to stand out online, stop focusing so much on what you share and start focusing more on how you share it.
Anyone can share LLM-generated bulleted lists, charts, and statistics.
What stands out now is:
- Your lens - How you approach information. What do you notice? How do your personal and professional experiences inform what you pay attention to and how you communicate it?
- Your thought process - Rather than post and ghost a pie chart. Talk about how you approached putting it together in the first place, why it matters, what it’s missing, what it emphasizes, and why you think it’s important to share.
- Your voice/personality - How you talk about the information you share. Do you lean more toward edutainment, buttoned up, relaxed, absurd, etc.?
- Your influence - Who listens to you? How many people are paying attention?
As the information overload increases, we will need trusted voices to help us navigate through it all.
Are you ready to be heard? Get in touch! I help creators, founders, and consultants build their reputations online with one-off and ongoing personal brand writing, design, and strategy.
Until next time,
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