The strategic narrative (about two minutes, spoken)

The logic behind all our messaging. The spoken sales version is the 2-minute pitch in the Pitch; if the two differ, the Pitch is the script and this is the logic.

The change

"Something changed on LinkedIn this year. Posts now cost nothing to write, feeds are full of ones that sound the same, and LinkedIn is pushing back: on 30 July it added a button for reporting posts that seem like AI slop. Press reports of LinkedIn's own figures say over a million people used it in about three weeks, and flagged posts see around 40% fewer views. LinkedIn also says using AI to refine your own words is fine. So the line isn't AI or no AI. It's you, or generic."

Winners and losers. "Roughly 5% of buyers are in market at any one time, on the LinkedIn B2B Institute's estimate, so the firms that get the call are the ones whose people were visible all year, as themselves. The ones that lose aren't doing anything wrong: one partner posts and everyone else is invisible. The damage doesn't show up when you stop. It shows up three months later, and by then you've decided it's the market."

The promised land. "Picture the opposite: every person who meets clients turning up on LinkedIn every week, sounding like themselves, about the work they actually did, without anyone giving up an evening and without anyone in compliance losing sleep."

The obstacles. "Four things stop that, and Holly takes on all four. Nothing to say: Holly brings you the day's stories and ideas from your meetings. 'It won't sound like me': every person gets a voice built from their own writing. 'One wrong post could cost us': your rules are checked before anything goes out. No time: you tell Holly what you want, it does the work, and you decide how much it does on its own."

The evidence. "We're early, so I'll be straight: it's used every working day inside a recruitment business one of the founders owns, and I'll declare that as an interest. The better evidence is what you see for yourself. Thirty minutes. We'll show you Holly drafting for someone in your role, on a demo workspace, and you can judge it for yourself."

Delivery: if they have heard of the slop button, ask what they made of it and let them tell you. The losers are the cost of standing still, never a scare. For a law firm, add: "Your regulator's warning notice on generative AI in August said solicitors remain accountable for AI output, which is exactly why every post here goes through your rules and, if you want, your approver."