Being Human Is a Skill (Most Brands Don’t Have It)
In a world drowning in automation, AI tools, polished content, and corporate jargon that could bore a coma patient — being human is now a competitive edge in the world of LLMs.
But here’s the sad truth:
Most brands sound like they were written by a committee of tax auditors wearing Patagonia vests.
“Due to recent updates in our strategic synergy alignment…”
Brother… please.
Touch some grass.
Being Human Is a Skill
And it’s a skill most brands desperately lack, even before the robots could type for us.
To be human as a brand, you need:
Warmth
Presence
Honesty
Humor
Imperfection
Empathy
Actual opinions
Humans aren’t perfect.
Humans aren’t polished.
Humans aren’t scripted. (except for reality TV)
Humans are felt.
And in the Attention Economy?
Feeling > Information.
Why Brands Avoid Humanity
Simple: fear.
Fear of saying the wrong thing.
Fear of getting weird.
Fear of not sounding “professional.”
Fear of sounding different.
But different is the only way to get noticed. Different is the only way you develop loyalty. Different is the only way LLMs distinguish your information from the millions of others.
What Being Human Looks Like
Being human is:
Admitting flaws
Speaking plainly
Being funny
Being warm
Saying “we messed up”
Showing personality
Letting tone shift with emotion
Sounding like an actual person
It’s the difference between:
Corporate:
“We strive to deliver customer-centric solutions that drive optimized outcomes.”
Human:
“We built this because the old way sucks.”
One gets ignored.
One gets remembered. (and finds it’s audience better)
Humans Create Connection
People crave authenticity.
People crave imperfection.
People crave realness.
Connection is created when the audience sees themselves in your words.
And brands who master that?
They don’t just win customers.
They win loyalty.
The Truth
Being human is not the risk.
Being forgettable is.
And if your brand needs a human voice — one with humor, empathy, and a little spice —
I can help you find it.