Can ChatGPT Write This for You? Yes. Should It? No.
The truth about soulful content in a world obsessed with scale.
We were in the middle of a call—me and a founder I’ve known for years—when he said:
“Can’t ChatGPT just write this for us?”
Totally fair question.
He wasn’t being lazy. He was being real.
Because the world’s shifting fast.
Content teams are shrinking. AI tools are scaling.
And the temptation to automate everything is louder than ever.
But the second he said it… We both paused.
Then he added:
“I don’t know, man… most of the stuff I’m seeing now just feels... flat. Like no one’s actually behind it.”
That cracked something open.
We started talking—not just about content—but about conviction.
About the difference between noise and resonance.
And how it’s getting harder to feel anything in the sea of AI-optimized posts.
He said something that stuck:
“I miss when someone would say something that made me stop scrolling and actually feel.”
And there it was.
That’s the shift.
Yes, of course, AI can write for you.
But it can’t write you.
It doesn’t know the tension in your chest when payroll’s due and the deal hasn’t closed.
It doesn’t remember the late-night decision that changed your life.
It doesn’t carry the scars, doubts, or quiet wins.
That’s the stuff that creates connection.
That’s what makes content move people.
Not clever.
Convicted.
And here’s the paradox:
AI made it easier to publish.
Which means it’s harder to stand out.
Everyone (and your mother) can write now.
But not everyone has something real to say.
And the only way to break through?
Say the thing that’s true.
Even if it’s messy.
Even if it’s not perfectly optimized.
Even if it makes you nervous to hit “post.”
That’s soul.
And soul still wins.
So if you’re showing up and wondering why it’s not landing…
Don’t ask, “What should I say?”
Ask:
👉🏽 “What do I believe that no one else is willing to say out loud?”
Start there.
Because in a world full of AI...
The future belongs to the ones who still feel.
Gratefully,
Edwin
P.S. Thinking about doing a short live session on how I actually used ChatGPT to co-write this email—what worked, what didn’t, and how I kept it me. If that sounds interesting, reply and let me know. If there’s enough interest, I’ll make it happen.
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