Why does so much of what we read online (and yes, even on Substack) ring hollow?

It's not just clickbait; we've learned to spot that. And it's not just the algorithm; we've (almost) made our peace with that, too.

What I keep running into is something more subtle: manufactured content composed primarily in service of the writer, not the reader.

Whether it's AI-generated or not (almost) doesn't matter. The problem isn't the tool — it's the intention behind it.

So what's the alternative? I think it comes down to one shift:

Content < Connection > Conversion

Connection isn't a step in the funnel. It's the point. When it is, the content gets better, because it's honest. And the conversion follows, because it's earned.

Here’s the full piece if you’re interested in reading more: