How We Write & Communicate
Every piece of content that leaves Consumr.AI, a blog post, a client deck, an onboarding document, a LinkedIn article, should pass one test: could you find this by asking ChatGPT? If yes, it is not good enough.
This is the internal standard.
What the bar actually is
Section titled “What the bar actually is”The work must be opinionated, intellectual, and strong-POV; not comprehensive, not neutral.
The failure mode to avoid is content that covers the obvious points, says nothing that a search engine would not also say, and produces no moment of “oh, I hadn’t thought of it that way.”
The opposite of that is a wisdom nugget. A short, dense line that makes a reader stop. The kind of thing that gets screenshotted and shared, not because it is clever-sounding, but because it captures something true and puts it in a way no one had quite said before.
How to generate wisdom nuggets
Section titled “How to generate wisdom nuggets”The method is not to sit down and try to write something profound. It is a side effect of engaging critically with a source.
The process:
- Read or listen to something: a research article, an industry report, a training session.
- Do not just agree with it. Find the point where you disagree, or where you think the conclusion is incomplete, or where the framing is too safe.
- Argue that point, even briefly.
That friction, the disagreement with a received view, is where the nugget comes from. A content person who reads everything and agrees with all of it produces nothing worth publishing. A content person who reads the same things and identifies the flaw or the unstated assumption produces something people share.
“I want you to not agree or disagree by default. I want you to identify that you disagree and give your opinions. This is what will help you create great content.”
The same principle applies in client conversations and internal discussions. A person who can articulate a clear, well-reasoned disagreement is more valuable than one who always affirms.
Applying the standard across formats
Section titled “Applying the standard across formats”For blog posts and articles: take a position. If the industry has a standard view on something, and you think it is incomplete or wrong, say so. Attribute it correctly, argue your case clearly, and stand behind it. That is more useful to a reader than a balanced summary of existing opinions.
For client-facing content: do not soften insights to avoid discomfort. If the research says consumers do not believe the brand’s claimed value proposition, say it. The client hired Consumr.AI for real insight, not reassurance.
For internal documentation (like this site): be direct and specific. Do not write filler. Every section should contain something a person could not have figured out by assuming.
The internal standard in one line
Section titled “The internal standard in one line”Write things that are not findable on any LLM. If a language model can generate your content from a prompt, you have not added value; you have only added words.