The Efficiency Trap
How our tools for getting faster are making us forgettable ... and how to stop hiding our fabulousness
I have this cute little video of my son and a friend, both about five years old, playing Captain in a friend’s boat.
"We're going so fast," my son says.
"We're going max speed," the friend adds helpfully.
And they proceed to drive the bleep out of that boat, turning the wheel wildly, with glee, so that if they were actually going max speed on water, they'd surely send everyone onboard flying out, arms and legs akimbo.
We're all going faster. So. Much. Faster.
I, for one, am getting really, really good at creating content. Blog outlines, emails, proposals, templates — hooey, I can churn this content out like nobody's business. I'm so fast I forget what I actually created, and what I just daydreamed about creating.
And here's what's happening: we're optimizing for speed while maybe, just maybe, forgetting about our own heart and soul (T’Pau, anyone?).
Last week, I was scrolling through LinkedIn (biz dev research, I swear), and I lost count of how many posts started with "I’m proud to announce..." or "Excited to share..." followed by nearly identical takes on promotions or business news. Different people, same words. Same AIDA formula. Same "What do you think? Leave me a comment" endings.
And oh, I’ve done it too. You take what works, or what seems to for others, and you get ‘er done. But all the tools and templates and rules that were supposed to free us up to be more creative? They're making us sound like everyone else.
I’m going to call this an ‘efficiency trap.’
We get the efficiency, but then the darned efficiency traps us into sounding like a ghost-pale imitation of our vibrant selves. Or like a typical ol’ social media schmuck, if you want to put it that way.
And hear it now, hear it clear: I’m not anti-AI or anti-template. Just the opposite. Formulas are being used because they work. AI is being used because it saves hours. "Here's what I wish I knew..." can garner attention. The industry insight format drives engagement. Personal reflection posts build connection.
But we’ve got to ensure that in addition to using what works, we’re expressing our own ACTUAL personality, brand or personal/professional.
Now, I’m not a funky jewellery person, but those who are, I salute you. You own that chunky hot pink necklace, sister. Or the bright clothing wearers. Rock that orange fuzzy sweater when everyone else at the conference is pretending to be cool in their minimalist blacks. Etcetera.
What all of this means for content & comms
Well, there’s a world of work you could do with your voice and tone and language. Just for starters: instead of "I’m pleased to announce..." what if you wrote as if you were actually just about to tell a friend? Maybe it’s "OK, so I can't believe this happened..." or "Plot twist that nobody saw coming..."
Or instead of ending every post with "What do you think?" what if you asked something you’re actually curious about, or that demonstrates your particular expertise?
And throughout your copy, don’t forget to incorporate your particular way of seeing things. Your sense of humour (or lack thereof). Your regionalisms. Your love of seeing talented girls playing covers of 80s tunes and your tendency to reference somewhat obscure 80s bands whose lyrics probably didn’t age well when you see certain vehicles driving by. (Sorry, went down a YouTube rabbit hole there.)
Video is fantastic for breaking out of your soundalike rut. It's tough to sound generic when people can see your actual face, hear your actual voice, catch your little gestures and expressions. Our Director of Ops shared this little gem with me this week … and I now love this founder. See? In video, your personality always sneaks through (sometimes whether you want it to or not).
So the structure can stay. But the heart and soul need some space, too.
Annnd ... all of this is exactly why you should attend my live Authenticity Audit on July 8th. Allow authenticity to become your competitive advantage.
Because I'm seeing too many amazing people disappear into template-speak when they could be standing out by simply sounding like themselves—even within proven formats.
We're going to audit your actual messaging in real-time. Your real website copy, your real LinkedIn posts, your real elevator pitch. Using a scorecard I've developed after years of helping founders add their own fuzzy orange sweaters and unique jewelry to their communications.
You'll walk away knowing exactly where you sound like you versus where you sound like a template wrote you. And more importantly, you'll know how to zhuzh up your content (translation: fancy up something otherwise bland, fancimify, make sparkly or otherwise outstanding) without throwing out what works.
Because here's the thing: your efficiency tools should amplify your voice, not replace it. Your templates should be a starting point, not the ending point.
Ready to escape the Efficiency Trap?
Join the free Authenticity Audit workshop here. July 8th, 12pm PST.
Can't make it live? All registrants get the recording plus your completed scorecard.
Let's ensure that your content feels like fabulous, unique you.
Talk soon,
Shannon
P.S. My agency is working on a little quizzy thing for the workshop …. stay tuned! In the meantime, you can do your own quick gut check audit of your social media: Just read your last three posts out loud. Do they sound like something you'd actually say? Or do they sound like you're reading from a super boring text book of things dull people say? You’re welcome. Go forth with sparkle and zhuzh. ✨