Ghostart Blog
Expert insights on authentic content creation in a post-AI world - and the art of building a genuine professional presence online.
The Beige Code
Organisations pour money into the marketing channels that work least and starve the ones that work most.The entire system — from how content gets approved to...
When you write Linkedin posts or professional content, ar...
When you write Linkedin posts or professional content, are you:The FixerYou can see exactly what's wrong with your Linkedin post, you just can't stop fixing...
Happy Friday. Go and paste one of your Linkedin posts int...
Happy Friday. Go and paste one of your Linkedin posts into the Ghostart homepage and see what our bullshit detector thinks of it.
Most people who use AI to write posts and content use it ...
Most people who use AI to write posts and content use it to get content out faster. That's reasonable, I'm all for speeding up workflows, as long as the cost...
Knowing what good content looks like is one thing. Postin...
Knowing what good content looks like is one thing. Posting something with an opinion and accepting that people will judge you for it is another.
The Beige Code started with advice that doesn't work: be ...
The Beige Code started with advice that doesn't work: be more human. Because beige, AI-generated content isn't a style or tool problem, it's a judgement...
Will AI eventually produce something so close to human ou...
Will AI eventually produce something so close to human output that the distinction between us and them collapses?That fear treats AI as something that thinks,...
When people hear 'be original,' they picture something dr...
When people hear 'be original,' they picture something dramatic. A brand reinvention or controversial take. The kind of thing that gets screenshots and memes...
As the song goes, you're so vain...
As the song goes, you're so vain, you probably think your Linkedin posts register more than a beige wall in people's brains, don't you, don't you.
Everyone's blaming AI for boring content.
Everyone's blaming AI for boring content. But has AI just exacerbated and amplified a problem that was already there?Chapter 1 of our book The Beige Code opens...
We've been building Ghostart for two years. Here's why it exists
# We've Been Building Ghostart for Two Years. Here's Why It Exists. Two years of late nights, second-guessing, and long stretches of silence where you...
Ghostart is a content midwife. It teases your own stories...
Ghostart is a content midwife. It teases your own stories and thoughts and opinions out of you, it pushes back, it questions you.
Are you a 'faded original' (you used to be distinctive, n...
Are you a 'faded original' (you used to be distinctive, now AI has made you sound like everyone else) or a 'competent ghost' (AI writes well for you but you...
A lot of people freeze every time they sit down to write a Linkedin post.
A lot of people freeze every time they sit down to write a Linkedin post. They think writing something original means being provocative and it terrifies them....
Dr Carmen Simon runs neuroscience experiments where she w...
Dr Carmen Simon runs neuroscience experiments where she wires people up with EEG sensors and asks them to stare at a beige wall before showing them...
The 'AI slop' conversation has become its own genre of beige content.
The 'AI slop' conversation has become its own genre of beige content. You know the format: someone posts about how Linkedin is drowning in AI-generated...
Years back when I ran a digital marketing agency, clients used to tell us they w
Years back when I ran a digital marketing agency, clients used to tell us they wanted something creative. We believed them. We'd spend weeks on a pitch that...
The AI slop conversation is pointing at the wrong problem.
The AI slop conversation is pointing at the wrong problem. Everyone's blaming the tool. But beige content existed long before AI could write a sentence....
Why AI Makes LinkedIn Posts Sound Smart But Say Nothing
Senior professionals are using AI to hide uncertainty with authoritative tone but no substance. Learn how to create meaningful LinkedIn content instead.
Stop Writing Beige: Why Hedging Language Kills Your Content
Discover why phrases like 'I could be wrong, but...' weaken your writing. Learn to write with confidence and avoid boring, AI-generated content.