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 things, felt things, endured a lot, and achieved a few things worth clapping for. 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.
When Thought Leaders Miss the Mark
In the first decade and a half of my adult life, I spent time around some incredibly smart people—academics, innovators, visionaries. I watched them speak passionately about their ideas, their research, and their books.
But there was a problem: most of what they wrote was only read by people just like them.
When these same people stepped into the business world and started writing blogs? It was chaos. Overwritten, inaccessible, and often unreadable. I couldn’t tell who they were even trying to reach—certainly not everyday readers or potential clients.
Their blogs weren’t helpful. They weren’t insightful. They weren’t even interesting.
It felt more like intellectual journaling. Self-therapy. Drenched in jargon. Heavy with self-importance. You’d need a dictionary just to make it through the first paragraph.
That’s not content.
And that’s definitely not storytelling.
Real Businesses Deserve Real Stories
When I write, I’m not here to sound clever—I’m here to connect. I write for brands and people who don’t follow the mold because they are the mold. They don’t need to prove they’re different. They just are.
My job is to dig until I find the thread that doesn’t blend in.
That’s their story.
That’s the gold.
They don’t need big words or buzzwords. They show their strength in the human parts—the grit, the missteps, the deep “why” behind their business.
It’s the guy who grew up in a religious cult and was tossed into the world with nothing but his drive.
It’s the brewer who built a taproom from nothing but grit and grain.
It’s the pit master who didn’t inherit a legacy—he built one.
It’s the farmer whose adversity didn’t make headlines, but made him real.
Why Most Business Blogs Fail
Here’s the kicker: most business blogs miss this completely.
They’re chasing attention, obsessed with engagement, addicted to SEO tactics, and they forget one crucial thing—people don’t read content that doesn’t move them.
They publish another “Top 5 Productivity Hacks” article and wonder why no one makes it past the headline.
No offense—really—but a lot of business content is just trying too hard to sound smart. It might be full of fire, even energy, but it’s hollow. It makes people feel… nothing.
And let’s be honest: it’s easy to fall in love with your own copy.
But pause. Ask yourself:
“Would someone outside my company actually care about this?”
“Would it make them feel anything?”
“Would I stop scrolling for this?”
If the answer’s no, it’s just another blog lost in the noise.
The “Empty Box” Case Study
I’m writing this because I recently came across a writer’s post online. At first glance, he had flair. A unique tone. A little spark. He was even connected to someone I knew. Promising, right?
But as I kept reading, something felt off. His posts looped, spiraled, and never landed. No real point. No payoff.
It was like opening a beautifully wrapped box… and finding it completely empty.
Curious, I dug deeper.
Turns out, he had never actually run a business. His “startup”? Never launched. His lifestyle? Funded by his parents. His stories of entrepreneurship? Entirely imagined.
Look—I get it. Writing is his job. But for me? He was immediately deleted. The performance made my stomach turn.
Ironically, his lack of authenticity became our inside joke. My coworkers and I now refer to him as a cautionary tale. A reminder of what happens when storytelling is used as a mask instead of a mirror.
What Business Owners Need to Know
So here’s what I want business owners to really understand:
Stop trying to sound interesting. Start being honest.
Ask yourself:
Is this actually interesting?
Is this something you would stop and read?
Does it feel like something only you could write?
People don’t care what you say just because it’s you saying it. They care because it touches something inside them. Because it’s real. Because it connects.
Write With Purpose, Not Performance
If you’re a business owner—especially one trying to grow a brand, earn trust, or stand out—you need to understand:
Your story doesn’t start with you.
It starts with your reader. Their pain. Their hope. Their need for something true.
So stop performing.
Start connecting.
Don’t write to prove you’re legit.
Write because you’ve lived it.
Write because your story matters.
Because someone out there needs to hear it.
That’s the art.
And that’s the part so many business blogs miss.
