I went down the self-absorbed rabbit warren of Googling myself this week, and what came back changed how I write.
Past the usual Companies House stuff, there was a snippet: my net worth. So I clicked. And Gemini told me, accurately, that I run Maverrik, roughly what the business turns over, and what my target is for this year. It knew my goal. Not because it hacked anything, but because I'd been posting about it on LinkedIn for months. My own posts had become training data.
That's the thing I don't think enough of us have caught up with. In the old world, I posted on LinkedIn and it stayed on LinkedIn. That's over. Everything I write is being hoovered up and spat back out in ChatGPT, Gemini and Claude, to people who are checking me out before they'll ever get on a call with me. And they are checking. Buyers have never been more sceptical. Reviews can be faked, engagement can be faked, entire people can be faked. Before anyone invests with you, they want reassurance you're not the latest in a long line of chancers.
So I asked myself a blunt question: what evidence am I actually leaving? I can't post "I'm really good at what I do" and hope the machines repeat it. I have to weave in the proof: the 25 years, the 500 people trained one-to-one, the 25,000 in sales teams, the 150,000 who've been through some form of training with me over 14 years of social selling.
In this episode I talk about how I've changed what I publish, and why I've stopped leaning on AI to write the things I want to last. I share the "public journal" approach I use when a client won't let me name them, why PR and blogs are about to matter far more than tips posts, and the simplest place to start if you haven't got a blog at all.
It's the easiest thing in the world to skip. That's exactly why it's worth doing.
Who is Dean?
If you're new here, I'm Dean Seddon, a global social selling expert, founder of Maverrik, and a 15-year practitioner who has trained over 25,000 salespeople and business owners. If you enjoyed this content, please follow and subscribe to see more.
