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If your company is paying to build a public profile for someone who can't explain their own ideas in a meeting, this conversation is worth your time.
The next time a company calls its annual customer survey 'thought leadership,' Faus's taxonomy explains precisely why that label is costing them credibility they can't buy back.
Most people use AI to write things. Faus used it to stress-test her thinking — and the difference in output is striking.
If your content strategy still depends on driving traffic back to your own site, the platforms and the algorithms have already moved on without you.
If your team is about to invest in AI content tools for 2025, the question worth asking first is whether the content you already produce is actually being used.
If you've ever sat through a sales call explaining a problem you already understood, you've lived the failure this argument describes.
If your best pitch still loses deals, the problem may not be your product — it may be that your proposal talks about you instead of them.
If you've ever been forced to sit through a sales pitch for something you'd already decided to buy, this explains exactly why that happens — and why it costs companies customers.
If your company is deciding who should represent it publicly, this four-part filter could save you from backing the wrong expert — or overlooking the right one.
The document your sales team spent weeks perfecting may be the very thing killing the deal.
The same post, same image, same topic — published on an account 200 times smaller — reached twice as many people. That should make any communications team rethink where it puts its energy.
The most resonant marketing content is often unplanned. This story shows how a single text message and a phone camera turned a quiet office moment into a campaign centrepiece.