Remove the mask and be REAL
You may have seen yesterday I put a post on LinkedIn about “word porridge” and “bullshit bingo.” That was aimed at the wider world. This is for you Inside this community, we’re building real businesses. We’re not playing at looking clever. One of the biggest traps I see right now is people believing that intelligent-sounding language makes them more credible. It DOESN'T. As someone who’s spent decades in business, failed, rebuilt, scaled, exited, and as someone who works daily in behavioural profiling and human communication, I can tell you this: An impressive word will never beat authenticity. NEVER. AI is an incredible tool. I use it constantly. But if you let it produce academic stew – beautifully structured, perfectly phrased, slightly over-polished content – it will often disconnect rather than connect. Why? Because people don’t consciously analyse it. They just feel it. It sounds too perfect. Too rehearsed. Too “constructed.” And subconsciously they think: that’s not you. Trust is built when your communication sounds like you. Not like a committee. Not like a textbook. Not like a prompt. If you wouldn’t say it out loud to someone you care about, don’t write it that way: - You can still be intelligent. - You can still be structured. - You can still make powerful points. But you don’t need ten-syllable words to do it. In fact, the more AI becomes normal, the more authenticity becomes a competitive advantage: - Be clear. - Be direct. - Be human. Inside this community, I’d much rather see honest, imperfect, real communication than polished nonsense that doesn’t sound like you. Speak to your market the way you’d speak to a friend you respect. That’s what builds connection. And connection builds everything else.