Let me tell you something—straight up, from one human being, content creator, and business storyteller to another: I don’t write for myself. Sure, I could. My life has its moments. I’ve seen, felt, endured, and achieved. But compared to some of the founders, brand builders, and entrepreneurs I write for—my story is pretty normal. And that’s okay. Because my writing isn’t about me—it’s about them.
It’s about you.
In the first decade and a half of my “real” adulthood, I spent time around incredibly smart people—academics, thought leaders, and visionaries in theory, religion, business and medicine. I watched them pontificate about their ideas, their books, their research. And I quickly realized something: most of what they published was only being read by people just like them. And when they ventured into writing business or personal blogs? It was a mess.
I couldn’t understand who they were writing for. Certainly not everyday readers. Their blogs weren’t helpful, insightful, or even interesting—they were read mostly by themselves. Therapeutic? Maybe. But more often, they felt narcissistic, self-gratifying, and so dense with “thought leadership” jargon that you’d need a dictionary just to decode the first paragraph.
That’s not content. And that’s definitely not storytelling.
Real Businesses Deserve Real Stories
When I write, I’m not interested in sounding clever—I’m interested in connecting. I write for people and brands who are truly one of a kind. The kind of business owners who shift the temperature in a room. The ones who don’t try to be different; they just are. And when I sit down to tell their story, I listen. I dig. I look for the thread that lingers—the thing that refuses to blend in.
That’s their brand. That’s the gold.
They don’t need to prove themselves with big words or fancy titles. They show who they are through the real, daunting, human stories behind their business.
It’s the guy who grew up in a religious cult and was tossed into the real world with nothing but drive.
It’s the brewer behind the scenes at the local taproom who built the dream from scratch.
It’s the pit master who didn’t inherit a legacy—but built one.
It’s the farmer who didn’t face textbook adversity, but something deeply personal that shaped their why.
Why Most Business and Personal Blogs Fail
Here’s the kicker: most business blogs miss this completely. They chase attention. They obsess over “engagement” like it’s the whole point. They over-polish, over-write, and end up saying nothing.
They post a “Top 5 Tips for Success” article and wonder why nobody reads past the headline.
No offense—really—but a lot of business content out there is trying too hard to sound smart. You string together buzzwords, maybe even write with energy and fire, but when someone reads it? They feel… nothing.
And let’s be honest—it’s easy to fall in love with your own copy. We all do it. We write something and think, “This is brilliant.” But stop and ask yourself: Is it? Would someone outside your company, your echo chamber, actually care? Would it make them feel anything?
Because if not, it’s just another blog post swirling in the noise.
The “Empty Box” Case Study
Part of the reason I’m even writing this blog is because I came across a writer on a platform recently. At first, I was intrigued. He had an interesting tone. A little spark. He was even connected to someone I knew personally.
But the more I read, the more confused I got. His writing looped. Spiraled. Went nowhere. No clear beginning. No satisfying end. It was like opening a beautifully wrapped box only to find it completely empty.
So I looked deeper.
Turns out, this guy had never actually run a business. His “startup” failed to launch. His life? Funded by his parents. His stories of entrepreneurship? Fictionalized. Imagined. Crafted to sound like wisdom without ever earning it.
I get it—writing is his job. But for me? He was immediately deleted. The showmanship turned my stomach and it literally let me know immediately, “This is NOT authentic.”
And ironically, his lack of story became our story. My coworkers and I now reference him often. A cautionary tale. A warning. Because that kind of performative nonsense? It always gets found out. Real entrepreneurs can feel when something’s off. And they deserve better.
What Business Owners Need to Know About Content
I’ll say it plainly: Stop trying to act interesting. Stop performing intelligence. Ask yourself: Is this actually interesting? Is this something you would stop scrolling for? Be ruthless. Be honest.
Because here’s the truth: people don’t care about what you say just because you’re the one saying it. They care because it means something to them. Because it moves them. Because it feels human.
They’re scanning. They’re skimming. They’re looking for something that feels real—and if you don’t deliver that? They’re gone.
Write With Purpose, Not Performance
If you’re a business owner—especially one trying to grow an audience, build trust, or stand out in a crowded space—please understand this:
Your story doesn’t start with you. It starts with your customer—with their curiosity, their pain point, their hunger for something genuine.
So stop performing. Start connecting.
Don’t write to prove you’re legit.
Write because you’ve lived it.
Because you have something worth reading.
That’s the art. And that’s the part too many business and personal blogs completely miss.
