Organisations pour money into the marketing channels that work least and starve the ones that work most.

The entire system — from how content gets approved to how it's measured — is designed to produce bland, middle-of-the-road, nobody-gives-a-shit content. AI didn't cause that problem, but it has made it worse.

Word of mouth is hard to put a concrete ROI on, so it rarely makes it into the marketing plan — despite a ten-year McKinsey study of 200,000 customer journeys finding two thirds of sales happen without the brand involved at all, and a Nielsen study finding 92% of adults trust a recommendation from a human, even a stranger, over corporate marketing.

People wonder why Linkedin is awash with beige, AI-generated content without a soul, but the reality for most people is that beige is rewarded and showing personality is risky.

Interested in knowing more about why average content proliferates on Linkedin and beyond and how to combat it?

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