"Good thought leadership can grate against the norms. It can grate against what has always thought to be true." - David J. Ebner

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications, and content creation.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

__________________

In This Episode

How do you build a powerful, human-centered personal brand in a world where AI-generated content is flooding our feeds?

And once you've built it, how do you use AI as a tool without letting it flatten your voice?

Trevor Young digs deep into these big questions with David J. Ebner, an expert in story-first content and founder of Content Workshop.

Highlights

• The Power Shift: Why your unique story matters more than ever in an AI-saturated environment
• Brand Storytelling Redefined: David discusses why the best brand stories aren’t about you - they’re about the impact you have on your audience
• Human vs. AI: What AI can do, what it can’t, and why relying solely on it is a recipe for “sea of sameness”
• Bringing Back Authenticity: How long-form content and newsletters are roaring back, and the authenticity premium in a noisy digital space
• Thought Leadership in the AI Age: The difference between informational and educational content (and why the latter matters most if you want to stand out)
• Actionable Tactics: Practical tips for solo founders and expert practitioners to inject more story, emotion, and credibility into their content—without losing their voice to the robots
• The Human-AI Sandwich: How David blends human creativity and AI efficiency at his agency
• Pitfalls to Avoid: The hidden costs, risks, and strategic mistakes brands make when over-relying on AI for content

Quick Takeaways

• Storytelling isn’t just a buzzword - done right, it’s your secret weapon in the digital age.
• AI is a powerful tool, not a replacement for original thought, lived experience, or authentic voice.
• The most memorable brands and thought leaders are those who embrace vulnerability and connect emotionally with their audience.
• Want to reclaim your voice? Go deep, get curious, and don’t settle for “good enough” AI output.

Resources & Links

• Content Workshop (check for upcoming courses on AI and authentic content)
• Books mentioned: "Start with Why" by Simon Sinek, "King Makers" by David J. Ebner

Subscribe and don’t miss future episodes as we unpack the biggest shifts, tools, and thinking in personal branding and content creation.

Subscribe to the EARN THE RIGHT newsletter - EarnTheRight.co