Hi there,
I was working with a founder recently who kept sending me content that could have been written about any company in the category.
Polished, clean, and completely forgettable.
When I asked about his process, he was using AI — which is fine — but hadn't given it anything real to work with. No clear positioning. No customer language. No story that was actually his.
The AI was doing exactly what it was asked to do. The problem was upstream.
This is the same pattern I see with personas. A founder feeds her website and a few competitor pages into AI, gets back something structured and professional-looking, shares it with the team. Three months later, nobody's using it. Not because it was wrong — because it wasn't real.
AI doesn't invent a story. It reflects back what you give it.
I wrote about this a while back — why the shortcut feels like research but isn't, and what's actually missing.
Read it here
It's worth reading alongside this month's blog, which is about what building the real foundation looks like in practice.
Talk soon,
Grace
