Powering Gemba Walks with Artificial Intelligence | Follow for posts on Continuous Improvement and Innovation

Hi - I'm Ivan, an industrial engineer with 7+ years of experience in Operations Management and Kaizen.

I serve two main groups of people:

1. Executives tired of broken processes burning money - I show them how to fix it and recapture 15-30% in Muda

2. Founders in Continuous Improvement who know their stuff but can't crack LinkedIn - I show them how to turn it into a legit revenue channel

(send me a direct message for more info)

I started writing on LinkedIn in October 2023. Since then, I have been sharing actionable, educational, and entertaining content to support LinkedIn community members in their Kaizen journey. It helped me grow my audience from 9,000 to 100,000 followers in 2024.

I have been posting around:

	• Continuous Improvement
	• Lean Manufacturing
	• Growth Mindset
	• Innovation

Including insights on 5S, Value Stream Mapping, Leadership, Industry 4.0, and Problem Solving. 

Now I'm building Gemba Walk AI to make every Gemba Walk part of a learning system, where collective insights drive faster, better decisions than any single expert could achieve.

For free weekly tips, subscribe to The Kaizen Geek newsletter.

Ivan Carillo

You've got the organizational pyramid upside down.
 
Most organizations look like this:
 
-CEO 
-VPs
-Managers 
-Supervisors
-Frontline Workers
 
But successful Kaizen companies flip it:
 
+Frontline Workers
+Supervisors
+Managers
+VPs
+CEO
 
Why does this matter?
 
Traditional Thinking:
"Management knows best"
 
Kaizen Thinking:
"Those doing the work know best"
 
In the flipped pyramid:
 
+Decisions flow UP from the Gemba
+Leadership serves those who serve customers
+Managers become obstacle removers, not order givers

Powering Gemba Walks with Artificial Intelligence

If your processes are broken, stop blaming people.

(do this instead)

To solve a problem, 
you must first become aware of it.

Here's yours: your standardization sucks.

Taiichi Ohno once said:
"Without standards, there can be no Kaizen."

Yet most "standards" are..

→ 47-page documents nobody reads
→ Outdated procedures from 2019
→ Tribal knowledge in someone's head

Standardization is something different.

I learned this watching a subway crew in Asia last year:

→ 9 minutes to clean an entire train.
→ 50+ people doing it identically.
→ Zero supervision needed.

Their secret?

Visual standards everywhere.

→ Floor marks for equipment placement
→ Colour codes for cleaning sequences
→ Shadow boards for every tool

Not robots.
Empowered humans with solid methods.

When problems occur, they ask:

"How did the standard fail?"
Not "Who failed?"

P.S. Can a new employee follow your standards on day one?

If not, you don't have standards.

undefined undefined

Founder

Advisor

Writer

Amazon

Junior Research Assistant

Powering Gemba Walks with Artificial Intelligence  | Follow for posts on Continuous Improvement and Innovation

English

Italian

Don't overcomplicate things.
Choose Wisely.
Build Simple.
Think Lean.

Kaizen vs. Innovation 

Both are essential, but they serve different purposes. 

Kaizen:  

+Incremental improvement  
+Low risk  
+High involvement  
+Low investment  
+Immediate results  
+Continuous process 

Innovation:  

+Breakthrough change  
+Higher risk  
+Specialized teams  
+Larger investment  
+Delayed results  
+Periodic events 

Best companies don't choose between them. 

They use Kaizen to optimize current operations  
and Innovation to create new value. 

Kaizen builds the foundation that makes Innovation possible. 
Innovation creates the leap that Kaizen then refines. 

Together, they form a powerful system for sustainable growth.

Never invent rules from the Ivory Tower. 

Go to the Gemba instead.

When British colonizers faced a cobra problem in Delhi, they had a 'brilliant' idea: 

Pay people for every dead cobra.

It worked. At first.

Then someone realized: 
Why hunt cobras when you can farm them?

Cobra farms sprouted up. 
The government stopped the bounty. 

The farmers released their snakes. 
Delhi ended up with MORE cobras than before.

This is the Cobra Effect. And it happens in your plant too.

You create a metric. 
Your team hits the target. 
The real problem gets worse.

Why? 

People game bad metrics instead of solving problems.

I've seen it hundreds of times on the Gemba:

-operators hiding defects to hit quality targets
-teams rushing through audits to meet completion rates
-supervisors closing tickets without fixing root causes

PS: What's the worst metric gaming you've seen?

Do you wanna start your Continuous Improvement journey?

Learn to see the 3M's of Lean.

Most leaders can't see waste.
Because they don't know the 3M's:

The 3M's of Lean refer to  

+Muda
+Mura
+Muri

Three Japanese terms used in the Toyota Production System (TPS).

These concepts are key to identifying why your processes are broken:

1/ Muda → Waste

What customers won't pay for.

Muda can be further classified into:

→ Type I: Muda which cannot be eliminated immediately
→ Type II: Muda which can be eliminated quickly through Kaizen

Example: 

I watched a nurse walk 2.7 miles per shift.
Not caring for patients. Just fetching supplies.

That's Muda.

***
2/ Mura → Unevenness

Mura can be seen as variation in quality, cost, or delivery.

It often leads to Muri and Muda.

Example:

Monday: Skeleton crew drowning
Friday: Full staff standing idle

Creating both overtime costs AND wasted wages.
That's Mura.

***
3/ Muri → Overburden

Unreasonable stress or burden placed 
on workers and processes.

Muri often results in safety and quality issues.

Example:

Expecting 60 minutes of work
in 45-minute windows.

Guaranteeing mistakes and burnout.
That's Muri.

P.S. Which M is killing your operation?

Look closer. It's all three.

Companies waste millions on complex automation while ignoring 5S. 

(which could solve 80% of their efficiency problems) 

This doesn't mean automation is wrong. 
But it should build upon, not replace, solid 5S basics. 

5S is a systematic method for workplace organization. 
It uses 5 principles starting with 'S':  

1/ SEIRI (Sort) 
 ↳ Remove unnecessary items 
 ↳ Keep only what's needed 
 ↳ Eliminate clutter 

2/ SEITON (Set in Order) 
 ↳ Organize remaining items 
 ↳ "A place for everything" 
 ↳ Label and mark locations 

3/ SEISO (Shine) 
 ↳ Clean thoroughly 
 ↳ Regular maintenance 
 ↳ Inspect while cleaning 

4/ SEIKETSU (Standardize) 
 ↳ Create consistent procedures 
 ↳ Document best practices 
 ↳ Visual management 

5/ SHITSUKE (Sustain) 
 ↳ Maintain the system 
 ↳ Regular audits 
 ↳ Make it habitual 

Most teams stop at Shine.

Clean up. Celebrate. Move on.

But without standards, there's no way to maintain it. 
Without discipline, it's just another "program."

Programs come and go. 
5S should be daily practice.

Most people are standing in the wrong line.

Look at this image ↓

Where do you stand when change hits?

Five doors. 
Five lines.
Five responses to change.

Two are packed: resist and complain. 
These lines never get shorter.

Acceptance? A few people. 
Advocacy? Even fewer.
Leadership? Nearly empty.

This is about human nature.

We gather where it feels safe.
But impact lives in the empty lines.

Fast, Cheap, Good - Pick two.

(trade-offs are inevitable)

"We need it fast, under budget, and perfect."

Everyone knows it's impossible. Nobody says it.

Three months later: 

The project is late, over budget, or broken.

You can't have everything.

The worst project managers? 

They promise all three. 
Then they blame the team when it doesn't work.

The most common tendency? Falling into the blame trap. But Deming proved this decades ago:


85% of performance problems come from broken systems and processes. Only 15% stem from workers themselves.

Yet when something goes wrong, we immediately ask: "Who messed up?" Wrong question.

The right question: "What in our process allowed this to happen?"

When you blame people for system failures, you fix nothing. You destroy morale and ensure the same problem happens again.

Your people want to do good work. Give them a process that makes it possible.

PS. Gemba Walks make processes visible. 

I wrote Gemba Moonwalker, a 55-page ebook that can help you build your Kaizen culture (one walk at a time).

Download it here, it's free: https://lnkd.in/dj8wmpQS

47 times I walked past it. Third week at the plant. Same operator, same station same routine. Everything looked "normal." Then my mentor asked:


"What do you see?"

"An operator doing his job well."

He smiled. "Count the steps."

That's when it hit me:

Worker picking up part → 3 steps
Getting tool → 7 steps
Processing part → 0 steps (machine does the work)
Returning tool → 7 steps
Placing finished part → 5 steps

22 steps total. 
Only 1 activity added value.

So, obviously, this layout sucks.

PS. What waste are you walking past every day?

Everyone wants to jump straight to solutions. But you can't improve what you don't understand. Before building your continuous improvement culture, answer this:


Where exactly are you now?

Rate your organization (0-10) on:

→ "We" vs "Me" mindset
→ Accountability vs Blame
→ Continuous Learning vs Know-It-All
→ Standardization vs Chaos
→ Prevention vs Fire-Fighting
→ Data-Driven vs Gut-Feel

The gaps you find are your roadmap.

Think about this morning. How much time did you spend searching for your phone, a file, or a tool? That's Muda.

Looking for things adds no value. It wastes skills and creative potential. Every minute searching creates frustration and dissatisfaction.

Now multiply one person's search time by the number of people who search and how often they search. By every day of the year.

That's the real cost of disorganization.
Every minute searching: 
→ Adds zero value 
→ Wastes talent 
→ Creates frustration

And it's costing you more than you think.

Disorganization costs you money, talent, and opportunity every single day. Your team wastes hours that could solve real problems instead.

PS. What did you spend 10 minutes looking for today?

PLEASE
 
Stop providing vague or no feedback. 
 
That's hurting your team.

Image credit to Edoardo Pallaro (give him a follow)
 
Yeah, ‘you need to improve’ or ‘Great job’ isn't enough.
It never actually was.
 
According to Zippia, 72% of people find their work
more satisfying if their company have a feedback culture. 
 
What’s the difference?
 
Vague:
 
"You need to be more creative with your proposal."
 
Actionable Feedback:
 
"Try adding diagrams in your proposal. It will add more appeal."
 
Here are 5 ways you can give actionable feedback:
 
1/ Be Specific. And Clear
 
 ↳ Avoid vague statements 
 ↳ Use clear, and objective language 
 ↳ Clearly outline the actionable steps
 
2/ Focus on Behaviours
 
 ↳ Use non-judgemental language to make your point
 ↳ Separate the individual from the action
 
3/ Offer a Path Forward
 
↳ Encourage them to develop a growth mindset 
↳ Rather than being stuck on wrong, give them a way to move forward 
 
4/ Create a Safe Space
 
↳ Be transparent. And talk openly
↳ Demand the same from them 
 
5/ Keep It Regular
 
↳ Integrate actionable feedback into your people management style
↳ Schedule 1:1 meetings to address key concerns.
  
P.S: What’s your approach to feedback?

Transformation, Performance & Visual Enthusiast | Consultant & Lecturer

KISS emphasizes simplicity over complexity. Here is the core idea: 


Simpler solutions are more robust, easier to understand, and less prone to errors.

Simplicity should be your key design goal. This means prioritizing essential features and avoiding over-engineering.

Use KISS in problem-solving, software engineering, product design, and beyond. 

Remember:

Straightforward approaches consistently outperform complex ones.

You can order sushi by menu
 
Or you can say “I trust you”.
 
Credit to Marco Zima Simonella (give him a follow)
 
Original post below:
 
My family loves sushi.
Even my kids scream “sushiii” every Friday.
It’s our little tradition.
 
This week we shifted it to yesterday.
You can skip a Friday.
But not a full week.
 
Especially after we spent the Christmas week in Sicily without sushi!
 
We ordered delivery and I picked the different sushi types for the whole family.
 
And it made me think of omakase.
The classic Japanese way to eat sushi.
 
It politely says:
I trust you.
 
That trust is not just handed out.
Sushi chefs spend 10s of years mastering the skills and earning it.
 
Promotions work the same way.
You can get the title but trust comes later.
You earn it by mastering the skills of leadership.
 
Until people can finally say:
I trust you.

Turning product managers into leaders in conflict and ambiguity | Global Product Leader

The future belongs to community builders who understand that value comes from real connections between people. Here are the communities I will be part of in 2026:
 

We're heading toward a world flooded with low-quality AI content. As more people spend time with synthetic chat that feels human (but isn't quite), the ability to be in a virtual space and in real life with other human beings is only getting more valuable. Especially people who are on the same path.
 
With every new person who joins a community of people on the same path, new stories emerge. Things they've tried, things they've done that could be incredibly valuable to you. That is only possible when human beings come together with human beings.
 
These are the communities I am betting on to strengthen my new identity in 2026:
 
Nomads.com → I travel a lot since I left my corporate career. I realised that I like to travel slowly so that I can establish new habits where I am and make local friends. They call it slowmading. Pieter Levels' community is interesting. The guy has a way of looking at life that I like, so I hope to find more people here who vibe the way I do.
 
Modern Maker → My friend Jacob Pegs excudes incredible energy, and the people who interact with him know it.  I have been part of his community for over a year now, but not very actively in 2025. When I went back to read their conversations, I was really impressed. I will be more present this year (https://lnkd.in/dDdTUa7Y)
 
MicroConf Connect → Rob Walling books are the best I have found on the subject of bootstrapped SaaS. It feels natural to me to become part of his community. I haven't signed up yet, but I'm sure I'll find some good vibes there.
 
Kaizen Community → I plan to build my community in 2026. I want to give leaders who are building a Kaizen culture the opportunity to share their experiences. I haven't set anything up yet, but you can express your interest in joining here: https://tally.so/r/VLGV5E
 
PS. You can still stand out with content, but you'll by being more human.

Kevin Kelly, founding executive editor of Wired magazine, distilled decades of wisdom into his book 'Excellent Advice for Living'. Here are my favourite pieces of advice from him:
 
1/ Prototype your life. Try stuff instead of making grand plans.
 
I walked away from my corporate life with no backup plan. I don't have all the answers to move forward, and that's ok. I am letting curiosity guide me. Every day, I do more of what I love and less of what drains me. Action beats planning. Start before you're ready. Build something real, even if it's messy. 
 
2/ Don't measure your life with someone else's ruler.
 
When I joined Amazon, I told myself: "senior manager in 7 years." I worked harder than anyone around me to hit that target. For a while, it worked. Then I realized I was following someone else's playbook. Your definition of success is the only one that matters. Stop comparing yourself to others. What brings them joy might bore you to tears. 
 
3/ A major part of travel is to leave stuff behind. The more you leave behind the further you will advance.
 
I'm minimalist, but I still struggle to let go—especially of relationships that no longer serve me. It's painful but necessary. Leave room in your bag for what you'll discover. The lighter you travel, the faster you move.
 
4/ Gratitude will unlock all other virtues and is something you can get better at.

I'll explore the science of gratitude ore in 2026, as I don't practise it enough. Most people practice gratitude wrong. Listing what you're grateful for produces weak results. The real power comes from receiving gratitude or witnessing others receive genuine thanks. Find one meaningful story where gratitude was genuinely given and received, then revisit it for 1-5 minutes regularly.
 
5/ Perhaps the most counterintuitive truth of the universe is that the more you give to others the more you’ll get. Understanding this is the beginning of wisdom.
 
I firmly believe in this. And I've experienced it directly on here. Sharing Kaizen tips created opportunities I couldn't have engineered through a conventional path. Reciprocity and contribution create returns, but often in unexpected forms and on longer timelines than pure transactions.

In 28 months, I grew my audience from 0 to 123,140 followers without a team. This required less than $10,000 but more than 2,000 hours of practice and study. Here's a candid analysis of my first days of 2026 on LinkedIn:


LinkedIn is the best B2B growth engine on the planet, but for me it has always been something different.
 
In 2024, it was a way to prove my worth or vent my frustration, depending on the day.
 
In 2025, I approached the platform in a much healthier way. Rather than being results-oriented, I focused on the process. I mainly wrote content about Kaizen, and I really enjoyed it. But in December something changed. I've probably changed.
 
I realize that I have less interest in what I see here. The human component is often missing. AI-generated content, AI lazy comments, soulless things, general BS that nobody cares about. And I haven't always been a good role model.
 
In 2026, LinkedIn will definitely be something else for me. Instead of quitting, I will spend more time here trying to align my activities with my truest identity.
 
Here's what I've tried so far and the findings:

January 2026 compared to December 2025
 
Posts: 41 vs. 34
Impressions: 1.9M vs. 945.9K
Reactions: 11.1K vs. 5.5K
Comments: 1.9K vs. 1.2K
Reposts: 1K vs. 628
Followers: 123.1K vs. 121.4K
Newsletter Subscribers: +1,182
Newsletter Open Rate: 53.95%
 
Top performing posts:
 
Organizational Pyramid - 565,653 impressions https://lnkd.in/dWSWn8N5
Trailer Unloading - 296,323 impressions https://lnkd.in/d8-q8_6f
Cobra Effect - 225,671 impressions https://lnkd.in/djD3phxg

My notes:
 
Simple sketches work for me. And that's a good news.
 
I was getting tired of traditional infographics. I've done a lot of them over the last two years, but now they all seem the same to me. I'm out for now.
 
I reposted a piece of content that went viral after a week. Same media, same hook, more insights. It worked again. Content pre-validation still matters. I revamped some stuff that worked in the past and it went viral again.
 
Room for improvement:
 
I am not managing my comments section as well as I could be. Since the content lasts for several days, I should come back several times to comment (but I don't). I need to encourage more genuine conversations there.
 
How is your LinkedIn going so far?
 
P.S. if you're struggling to grow your LinkedIn and:
 
+you're a 6 figure CI or Innovation leader
+you commit to make LinkedIn a legit revenue channel
 
but you're not getting your dream outcome
 
I'm looking to work 1:1 with some legends to help them fix that.
 
Subscribe to the waitlist now: https://lnkd.in/dhwJv49b

Grow Your Career 1% Daily - I’ll Show You How | Follow for Tips on Learning, Professional Development, and Productivity | Professor | MBA + JD

Is this the part where I talk about brand voice, distribution, and storytelling across the funnel? Or say we “help companies scale content that converts”?

𝗪𝗲 𝗱𝗼 𝗮𝗹𝗹 𝘁𝗵𝗮𝘁.

But what we really do is write content your team doesn’t have to worry about, so you can stay focused on strategy, not sentence structure.

𝗛𝗲𝘆, 𝗜’𝗺 𝗦𝘁𝗲𝗽𝗵𝗲𝗻. 👋

And my path here hasn’t exactly followed a playbook:
Banking → Law School → Teaching → L&D → Content

(Yeah… it’s been a ride.)

Today, I run a B2B content agency with my wife. We keep it lean and personal — just the two of us, plus our kids and a couple barky mini schnauzers. 

At Damn Smart Marketing, we give marketers writing they can trust and results they can stand behind.

✓ Content that sounds like you (not a template, not bland AI)
✓ Full support from idea to publication
✓ A partner who gets content
✓ Zero fluff, zero hand-holding
✓ More time to focus on what matters

In other words: you get to 🚀 while we handle the ✍️.

𝗟𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿 𝗮 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗽𝗮𝗿𝘁𝗻𝗲𝗿? 𝗧𝘄𝗼 𝘄𝗮𝘆𝘀 𝘄𝗲 𝘄𝗼𝗿𝗸:

1️⃣ 𝗗𝗼𝗻𝗲-𝗳𝗼𝗿-𝘆𝗼𝘂 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗳𝗼𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗲𝗮𝗺𝘀.
Blogs, LinkedIn posts, newsletters, case studies. If it’s got words, we’ll write it. You get to run the show without sweating every sentence.

2️⃣ 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝘀𝘂𝗽𝗽𝗼𝗿𝘁 𝗳𝗼𝗿 𝗳𝗼𝘂𝗻𝗱𝗲𝗿𝘀.
We’ve built an AI-assisted workflow that makes posting easy, effective, and actually worth reading.

If you're curious, DM me. 

No cold, hard pitch, I promise. Just a real convo about where you’re headed and whether some damn smart content can help.

Stephen 😀

Stephen Mostrom

How my wife and I work together without losing our minds (or our marriage)...

9 years ago, Donna and I started Damn Smart Marketing.
4 years ago, we niched down to B2B content writing. 
24 months ago, I joined full-time. 

It's been a wild ride. 
Full of ups and downs. 

And, when we share our story with others, the same question comes up every time.

"How do you work with your partner 24/7 without killing each other?"

Here's our formula: 

1 - Love your differences (really!)
2 - Create a clear division of duties
3 - Remove pressure whenever possible
4 - Talk about everything
5 - Leave your ego at the door

Interested in learning more about how we make it work?

👉 https://lnkd.in/gtPzBpME

Writer for B2B Tech & Finance ✍️ | Running a content agency with my wife (and yes, still married) | Human words, AI workflows | JD & MBA

I've got one resolution for '26. 
KEEP. IT. REAL. 

Real talk
- Words I’d say out loud, not empty-calorie buzzwords
- Taking a stance, not performative "thought leadership"
- Posting for people, not the algorithm

Real content
- Heart-first drafts, not perfect-first outputs
- A voice with fingerprints, not generic AI fluff
- Photos that feel lived-in, not perfectly staged

Real-ationships
- Showing up first, not keeping score
- Chats that run long, not calendar Tetris
- Conversations with pauses, not pitches

LinkedIn.
The business world.
The internet.
Honestly, the whole globe.

It’s getting more synthetic by the second.

Time to swim against the current. 

Real only. 
No exceptions. 

You in?

LinkedIn friends: Can you help me get the word out?

I’ve got *a lot* of thoughts on writing, creativity, AI (and where to avoid it), and B2B marketing. 

(Also the last season of Stranger Things… but that’s a separate thread)

I’m looking to connect with smart folks who care about these topics and want to have no-fluff conversations around them.

If you know anyone I should meet, I’d appreciate a tag or a DM:

- Podcast hosts
- Conference organizers
- Speaking opportunities
- Or adjacent worlds I should be paying attention to

And if you just want to talk about The Upside Down or how Steve + Dustin are an elite duo, I’m here for that too!

Thanks in advance. 🙏

I assume every LinkedIn post will flop (yes, even after 1M+ impressions). So, I run mine through this 10-point checklist before hitting publish.👇

The result?

10k+ followers
Viral client posts
Countless connections

Here's the checklist: 

1. Did I start with the good stuff?
Weak hook, no go. I’ll tweak it 100x to get it right.

2. Does this post sound like me? (Or like AI?)
Beep boop. No thanks, I’ll stick to Stephen writing. 

3. Did I make it easy to read?
No one’s reading bland blocks of text during their coffee break.

4. Did I paint the picture?
Feelings, stakes, pain. That makes a story real. 

5. Will I remember this tomorrow?
If it’s forgettable to me, it’s forgettable to them.

6. Am I talking to one person, or broadcasting to everyone?
Generic tone = generic results. I write to one reader and one reader only.

7. Did I edit out the filler?
Adverbs, clichés, throat-clearing intros. I cut them with a chainsaw.

8. Did I anchor it in lived experience?
Real stories beat abstract advice every day (twice on Sundays).

9. What’s the one thing I want someone to remember?
If my post has 6 points, it has no point.

10. Did I enjoy writing it?
If it felt like a chore, it’ll probably read like one too.

Your go-to?

Who in their right mind adds 25 pounds to their morning walk?

Umm....

Last year, I started wearing a weighted vest. Unless it's 110° or more, most mornings you'll find me with three dogs walking a mile loop around Chandler. 

Shoulders strained. 
Core (hopefully) engaged. 
CCR probably on repeat. 

It's the funny bit about exercise...

To get stronger, you have to intentionally do hard things. Lift heavy stuff, run when nothing's chasing you, or strap extra weight to your body. 

The reward?
Growth. 

Problem is, when I look at the mental side of work, all I see are shortcuts. AI wasn't the first, but boy is it the loudest. 

"Write 100 LinkedIn posts in 30 seconds!"
"Turn one idea into a week of content!"
"Hit publish without ever breaking a sweat!"

There’s absolutely a time and place for speed, efficiency, and productivity.

But if everything gets easier…
When do we actually get stronger?

This isn't theoretical. 

Darja Djordjevic (Columbia Univ) on AI: 
“Here is a machine that is always available, endlessly enthusiastic, and seemingly competent in every domain. That creates a powerful feedback loop. You skip the discomfort of starting from scratch and get rewarded in seconds.”

Great for the short-term. 
Hazardous for the long. 

That's why I'm personally putting on weighted vests at work, too. 

Writing the first draft from scratch.
Sitting with the mess before cleaning it up.
Thinking before prompting.

Do I use AI? Of course.
But it’s the spotter, not the lifter.

Because the discomfort *is* the workout.

Maybe I'm not in my right mind. 
Maybe that's okay... as long as I'm growing. 🤷

Last year, I ghostwrote on LinkedIn for a dozen execs. 12M+ impressions, 20k+ followers. Here are 4 post types that delivered (and why): 

1. Scar stories

Easily our top-performer. 

What were the bottom-rung moments in a career (fumbles, toxic peers, etc)? And, most importantly, what did you learn from them?

One six-figure impression post from last year started with, “When I left the boardroom, I thought I was fired.” 

These posts counter the perfect upward path so often embedded in thought leadership content. 

They take courage to post. 
And that’s why they work. 

2. Non-obvious + niche trends

Market trend posts work when you’ve got a one-of-one view. 
And genuine thought leaders do. 

The key is making sure the trends don’t sound like an economics report. 

They need to cut deep for your target audience. 
Show you’re in the trenches. 

Not “5 [industry] trends,” but “5 patterns showing up across every [industry] conversation I’m in.”

3. Have you seen?

This is the small-scale side of the trends conversation. 
Commenting on news happening right now, this minute. 

- Major shakeup in your industry
- Big, bold stance by leadership
- Real-time data that informs decisions

In one move, you bring your readership into the fold (“have you seen?”), then lay out your angle (“here’s how I see it”). 

Timely and opinionated. 

4. I used to think X, now I think Y

Growth is interesting. 

People love to map the trajectory a leader’s taken. They want to see the nitty-gritty thoughts that shape million-dollar (billion-dollar?) leadership. 

One post that caught fire last year…
 
It broke down the people side of a data-heavy business. “I used to think the numbers mattered most, now I think it’s those small hallway conversations.”

Growth. And how it happens. 
Your readers can easily take notes. 




What do these posts have in common?

- Specific to YOU, not just anyone
- Getting real with your struggles and journey
- Putting the “thought” in thought leadership

That’s what separates the leaders people sync with…
From content that gets scrolled past and forgotten.

This might be my favorite January reading stack ever ↓

📚 How fear shaped history, politics, society, and more 
📚 One man's journey to consume the entire encyclopedia britannica
📚 The economist behind "Capital" takes on current events
📚 AI's impact on human writing (hint: it's not good)
📚 A globetrotting journey via classic works of fiction

What are you reading?
(Recommendations, please! I'm building my list for next month)

I'm tired of reading LinkedIn posts stuffed with fluff. 

Too many words. Too little payoff. A waste of everyone's time...

The result:
Writer – Annoyed that their message isn't resonating. 😡 
Reader – Annoyed that their attention isn't respected. 😤 

Who's this working for?
Answer: no one.

Time to get back to an old writing rule I swear by, "Every word not working for you... is working against you." 

Time to ditch words that add nothing. 

↓↓↓
These are the 4 worst offenders I see every single day: 

1. Buzzword Bingo
“Leverage”
“Synergy”
“Thought leadership”
“Game-changing”

2. The Warm-Up Lap
“I’ve been thinking a lot lately…”
“I wanted to share a quick thought…”
“This might resonate with some of you…”
“Just some reflections…”

3. Captain Generic
“Bet on yourself.”
“Show up.”
“Do the work.”
"Success isn't linear."

4. Say It Again, But Louder
“In other words…”
“Put simply…”
“Let me explain…”
“To clarify…”

Instead of fluff, do this...

Get to the point. 
Respect your reader. 
Mic drop and move on. 

Yeah?

Buffer crunched 2M+ data points to answer the question: How often should you post on LinkedIn to maximize reach? ↓

2-5 times per week. 

Doesn’t have to be every day. 
Doesn’t have to destroy your calendar. 

But moving from “whenever I have time” or once a month to this range yields serious results. 

+1,182 more impressions per post
0.23 percentage point lift in engagement rate

Buffer calls it “flipping a switch.”

That’s why, when we work with busy execs and founders at Damn Smart Marketing, we use a simple 3 / 30 approach: 

3 → publish three posts per week (minus holidays)
30 → one 30-minute weekly brainstorm to generate raw ideas

(Huge shoutout to Devin Reed, who runs this process to perfection. His breakdown is worth a look: https://lnkd.in/gcghEk5R)

That’s it. 

The difference between fading into the background and showing up in the feed of the people you want to reach. 

Questions?
Drop them below or DM me.

It's official: most folks DO NOT want to read AI. 

I've suspected as much. Seen loads of spiky posts about it on LinkedIn. But this is 4,484 people casting their vote, and you can see...

Only 16% keep reading, no problem. 
Whoa. 🤯 

My thoughts: 

1 - This topic is emotional quicksand. 4k+ people voting on a LinkedIn poll... that crazy, and a signal that people REALLY care. 

This isn't a shoulder shrug.  
It's a raging fire we need to pay attention to. 

2 - How do you know something was written by AI? Short answer: you don't. Instead, we're all judging in seconds. 

Is it flat, lifeless? Could anyone have written it? 
Does it have an em dash or too many rule of threes?

There's no rulebook. 
Just people making assumptions. 

As writers, marketers, and content folks...
We have to know this. Understand it. Adapt to it. 

3 - Content is about making bets. Bets that something you create will resonate and lead to a conversation, trust-building, etc. 

Idk about you...

But I don't want to bet on 16% odds. The chance folks MIGHT ignore the AI of it all and keep reading anyway... even if ChatGPT can generate 1M words in 3 seconds.

The smarter bet? 
Write for people. Write what resonates. 

And at least according to this (pretty big) poll, that isn't AI. 



Ok, enough of my ramblings...
What do you think? 

P.S. Shoutout to Mel Barfield for doing the work.

This LinkedIn post should have been a snoozefest. ↓

Instead, it's one of the best examples of writing voice I've ever seen. 


We've all seen the new furry friend angle.
Usually it's “I got a pup! 🐶” and 5 likes.

But not Lauren. 

Check it…

1 - She pulls you right into the storyworld

“middle of the workday” → busy CEO
“puppy with bad eyes” → awwww
“definitely don’t need another dog” → tension
“skin of our gahdayum teeth” → relatability
“ohmygaaaahhhh” → human emotion
“drive four hours” → commitment

And then there’s her backstory:
“lost… one year ago this week”
😭😭😭

2 - She uses (gasp) humor

Pile of laundry?
Mitch McConnell? 

I won’t explain the funny here cause that ruins it. 
But c’mon. This is standup level. 

3 - She sounds so human

Running around at 1 million miles per hour. 
Making heartfelt decisions. 
Talking pup names with her husband. 
Reflecting on the past and looking to the future. 

All in 115 words. 



I’ve never met Lauren. 
Never seen her content on LinkedIn before. 
But you can bet I smashed that “like” button fast. 

And last I checked, 1000+ others had too. 

Wow. Great writing. 
Who knew?

“Have AI write the first draft, then edit.” 

I know smart folks who write this way. It works for them. Real talk, though, it's not how I do my best writing.

Here's why: 

1 - The 1000-pound anchor. 

Once words are on the screen, they’re hard to ignore. You start reacting to what’s there instead of imagining what could be.

That usually means less human judgment. Less original thinking.

You either have to edit hard and fast and often. 
Or you quietly settle.

2 - It’s painfully predictable.

AI leans on the same phrases, rhythms, and structures. Even when you tell it to mix things up.

So I’m left with two bad options:
- Everything I write starts to sound the same
- I spend time hacking and rearranging instead of thinking

Both feel like fighting the work instead of doing it.

3 - I want my creative muscles strong.

I plan to write tomorrow. And the day after that. And the day after that.

When I'm on a client call, I want ideas flowing straight from my brain (not from a prompt I used last week). 

That only happens with reps.

Staring down the blank page like it's a roaring dragon spitting flames. And coming out the other side untouched. 

---

My process instead: 

- I write the first draft, messy and human. 
- I get feedback from trusted peers and my co-founder. 
- I use AI for grammar, polish, and the occasional word swap.

That balance works for me. 
It protects originality without sacrificing speed or quality.

Curious how others do it.

AI-written first drafts?
Or human-first?

When execs and founders ask me how to win on LinkedIn, I give the same advice every time: Hook your reader. Here are 5 hook-writing tips👇

1. Know the fundamentals

Your hook = what shows before “see more.”
You’ve got about 200 characters to earn the click.
Make it count.

2. Use specific, emotionally charged words

Generic is boring. Stats are boring. I’ve seen enough posts start with a bland sentence + stat to fill a stadium.

Don’t aim for the head. Aim for the heart.

And use the words that speak to them...

Think:
– Burnout, not low engagement
– Ghosted, not no response
– Nightmare spreadsheet, not manual process

3. Inject your POV

There’s way too much “you should” on here. Try “I did” instead.

Personal stories beat generic advice every day of the week.

Simple formula:
Do interesting things. Talk about them.

4. Signal value early

If you’re sharing 5 tips, say that up front. Please don’t make people guess what they’re getting.

Clarity builds trust... fast.

5. Benefits, benefits, benefits

Assumption is a dangerous game on LinkedIn. The audience is too wide, too diverse.

So spell it out:
- Why should someone care? (benefit)
- What’s it going to help them do? (benefit)
- What’s the end result? (benefit)

If the value’s not obvious, they’ll scroll. Every time.


---
Your turn: What's your go-to tip for writing a standout hook?

No, I don’t let AI write my sentences. But that doesn’t mean it’s over on the bench. Here are 5 non-obvious ways I use AI every week to write better content: 

1. Trend sniffing

Reddit is a signal generator. TechCrunch too.
And sites like WSJ keep me calibrated.

So, I built a bot that watches for keywords tied to my content pillars. It surfaces the interesting stuff. 

Saves me hours going down internet rabbit holes. 

2. Built-in guardrails

The other day, Katelyn Bourgoin 🧠 shared her Authority Science framework: problem, POV, promise, and proof. 

I liked it so much, I fed the framework into a bot. 

Now AI checks my drafts before they ship. If I start wandering into side quests or explaining things nobody asked for, it flags it.

3. Transcript cleanup

Call transcripts are chaos.
Filler. Tangents. Half-finished thoughts.

But I use them every week to ghostwrite for CEOs, build out white papers, and craft blog posts that pop. 

So I let AI trim the noise.

Important distinction: AI doesn’t decide what’s important and what’s not. That’s my job, dammit. It just hands me a clean script I can move through fast.

Bonus: This works shockingly well for podcast interviews too. 

4. Pressure-testing with my ICP

Before my content goes live, I want to know: 

Does this hit like a ton of bricks…
or a goose-down pillow?

To answer in real-time, I load AI up with details about my ideal reader and roleplay the reaction.

Paired with a good SME review on the backend, this keeps the writing pain-point sharp and promise-forward.

5. Actively avoiding the middle

AI knows what everyone else is saying. 

Perfect.
Because I want to avoid that.

So one of my favorite prompts is simple:
“What are the most common angles on [topic]?”

From there, I do the opposite. Take a stance. Call out tired advice.

It’s a magnet pulling me away from safe, familiar, forgettable content. Away from the sea of sameness. 


——
Got an AI play that helps you write?
I’d love to hear it. ↓

I love love love movies. But "CGI slop" is ruining them. Every new Marvel, Jurassic, or Fast flick looks like a blender full of pixels and lens flares. And we’re making the same mistake with AI-first content.

Case in point:
Jurassic Park (1993): 60 CGI shots, 100+ practical effects.
Jurassic World (2015): 2,000+ CGI shots.

One still makes me hold my breath. The other makes me reach for my phone.

Why? Because you feel the T-Rex in Jurassic Park.
I get goosebumps every single time.

These days, my LinkedIn feed is overflowing with AI-first content.
Technically fine. But it feels hollow.
So it doesn’t land.

But get this…

One of our ghostwriting clients took the opposite route.
No visuals. No AI polish. Just a human-written, text-only post anchored in a painful moment from her career.

The result?
700k+ impressions.
Inbound leads.
Conversations with decision-makers who felt like they knew her.

Not because it was flashy.
Because it was real.

And that formula is working in Hollywood too.

The Boy and the Heron won Best Animated Feature with hand-drawn frames.
Godzilla Minus One won Best VFX on a $15M budget (up against a Mission Impossible movie with a $291M budget).

While the big studios keep chasing pixels, these outliers zagged and won.

It’s a simple truth:

Doing what everyone else is doing has never worked in content.
That’s not changing anytime soon.

Donna Mostrom calls our LLM “Cathy.”

Because we use ChatGPT.

Chatty Cathy.
Well played. 🫡

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The Battle

Ivan Carillo

Stephen Mostrom

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taplio

The Battle

Ivan Carillo

Stephen Mostrom

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Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ivan Carillo's LinkedIn Performance

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