The 80/20 of AI Thought Leadership

Want AI to write content you’re proud to publish? Treat it like an employee.

The New Reality
In 2025, founder-led marketing is no longer a growth hack. It is table stakes. Even if you’re not a founder, a strong personal brand is one of the most valuable assets in your career. People trust people, not faceless brands. Distribution builds awareness, but trust drives conversion.

As Dan Martell puts it, your career is powered by two multipliers: reach and reputation. Publishing consistently online is the fastest way to build both. Which is why more leaders are turning to AI for help.

Why This Matters
One of the most common uses of AI today is thought leadership content. Often it means ghostwriting for executives, team leads, or founders. The upside is massive: speed, scale, and consistency. The risk is just as real: generic content that dilutes your brand instead of strengthening it.

After working with more than 50 brands on newsletters and LinkedIn content, I’ve found the difference comes down to one principle: don’t treat AI like a magic box. Treat it like a new hire.

The Core Idea
AI isn’t psychic. It’s smart, but not omniscient. If a skilled human couldn’t do the job with the information you’ve provided, AI won’t either.

Think of it like this: your AI assistant is a capable employee locked in a dark room. The only way it knows what to do is from the “papers” you slide under the door. The quality of those inputs determines the quality of the work.

The 3 Buckets of Input (The 80/20)

• Examples of Success
  Feed it your best work: high-performing LinkedIn posts, sharp newsletter intros, campaigns that landed. The clearer and more relevant the examples, the better the output.
• Basic Facts and Context
  Give it the data: who you are, what you do, who your audience is, what they care about, and how they speak. Without this, AI is guessing.
• Detailed Preferences
  Spell out your style: tone, vocabulary, formatting, favorite metaphors. And don’t forget the “never do this” list—your personal pet peeves.

The Takeaway
If you want AI to produce thought leadership that elevates your reach and reputation, onboard it like a top-tier hire. Share examples, facts, and preferences up front. The more complete your “packet,” the more the AI can deliver work that isn’t just accurate, but distinctly yours.