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

Toyota's competitors thought Taiichi Ohno was insane. He was letting line workers stop production over a scratched fender. They stopped laughing when Toyota dominated the industry for the next 50 years. Here's what happened:

After World War II, Ohno visited auto factories in Detroit. He expected to learn from the best. Instead, he found rework areas filled with broken pieces and leftover parts. Waste everywhere, hiding in plain sight.

He went back to Toyota City and did something nobody had tried before. At every station on the assembly line, he hung a rope called the Andon cord.

The instruction was simple: 

If you see a defect pull the cord. The line slows or stops. Engineers, workers, and suppliers huddle up and fix it on the spot. Detroit thought he was crazy. "How can you build thousands of cars a day if you stop the line for every little scratch?"

Ohno's answer was simple: 

A scratched fender is an early warning that a piece of equipment is failing. Fix the scratch today, and you prevent 500 defective fenders next week. Ignore it, and you're building rework areas just like Detroit.

That's the difference between firefighting and fire prevention.

Most operations leaders I talk to are stuck in firefighting mode. They walk past small defects every day because the line has to keep moving.

But those small defects are talking to you. They're telling you exactly where your next big quality failure will come from.

How many "minor" defects is your team walking past today that are actually early warning signs?

Kaizen vs. Innovation
 
Who wins?
 
There are two types of improvement:
 
Kaizen → Continuous improvements through ongoing effort. Involves everyone. Requires little money but sustained work.
 
Innovation → Dramatic improvements from large investments in new technology. Involves select champions. Requires big money but less sustained effort.
 
You need both. But here's how to proceed if you are forced to choose between the two.
 
 Choose Innovation when:
 
-you need dramatic breakthroughs to compete
-technology has fundamentally changed
-current processes are broken beyond repair
-you're entering new markets
-you must leapfrog competitors
 
Choose Kaizen when:
 
-you need sustainable competitive advantage
-you want to build organizational capability
-current processes work but need improvement
-you want everyone engaged in improvement
-you need to protect gains from innovation
 
Innovation creates the breakthrough.
Kaizen sustains it.
 
Without continuous improvement, every innovation you invest in will slowly erode back to zero.

A split illustration comparing Kaizen and Innovation. On the left, a hand-drawn sketch of a SIM card tray with a notched SIM card — labeled "Poka Yoke" — representing Kaizen's approach of error-proofing and incremental improvement. On the right, four SIM card generations shown in descending size order: Full Size, Mini SIM, Nano SIM, and eSIM — representing Innovation's leaps to entirely new solutions. Below both panels, the caption reads: "Kaizen gets you better, Innovation gets you different. You need both to thrive."

Taiichi Ohno said: "Where there is no standard, there can be no Kaizen."
 
He could have kept going:
 
 
Where there is no Kaizen, there can be no Innovation.
 
Standards don't kill creativity.
They create the foundation that makes creativity possible.

A pencil-drawn diagram of a steep incline with a ball marked "P" (representing a Process) at four progressive positions moving uphill. Each upward leap is labeled "kaizen" with a curved arrow. Between each position, a wedge or chock block under the ball — labeled "Standardization!" — prevents it from sliding back down. At the bottom left, a ball with no wedge shows the process rolling backward, labeled "process," illustrating regression without standardization. Below the illustration, the caption reads: "Where there is no standard, there can be no Kaizen."

"We don't have time for improvement."
This is the biggest lie in business.
You have time for:
 
-fixing the same problems every week
-working around broken processes
-apologizing to angry customers
-replacing burned-out employees
-losing market share to competitors
 
But not 30 mins a day to move forward?
 
Organizations that say they can't afford Kaizen are already spending a third of their time on the consequences of not improving.
 
They're paying the price. Just not getting the benefits.
 
Real Kaizen can fit inside the workday you already have:
 
→ 3-minute fixes at the point of work
→ 15-minute daily stand-ups
→ 1-hour weekly problem-solving sessions
→ Half-day monthly deep dives
 
Inaction is the real time waster.

Most companies are stuck on one speed. That's why they never reach Operational Excellence. The Japanese solved this decades ago with 3 concepts most leaders still confuse:
 
Kaizen - Kaikaku - Kakushin
 
Most leaders treat them as buzzwords. A few use one of them well. Very few uses all three in the right way, at the right time.
 
Here's what they mean (and why you need all three):
 
1/ Kaizen → Change for the better
 
Small, continuous improvements. Every day. Everyone involved.
 
→ Low cost, low risk
→ Driven by frontline workers and managers alike
→ Builds lasting habits, not one-time fixes
 
Example: Adjusting a workstation layout to cut motion by 10%.
 
Kaizen doesn't create breakthroughs.
It sustains them, and compounds gains over time.
 
2/ Kaikaku → Radical change
 
A deliberate, large-scale transformation of a process or system.
 
→ Top-down decision driven by urgency or opportunity
→ Higher investment and risk
→ Rewires how an entire system operates
 
Example: Redesigning your entire production flow to implement pull-based manufacturing.
 
Kaikaku creates a new baseline.
Kaizen then locks it in.
 
3/ Kakushin → Innovation
 
Reinvention. Creating something that didn't exist before.
 
→ Highest risk, highest potential reward
→ Disrupts markets or creates entirely new ones
→ Requires courage to abandon what's working
 
Example: Building an AI-powered process that makes the old one obsolete.
 
Kakushin opens new territory.
The other two make sure you can hold it.

Hand-drawn graph on aged paper showing three levels of process improvement over time: Kaizen as small incremental steps, Kaikaku as a steeper staircase of radical change, and Kakushin as an exponential curve representing innovation and reinvention.

Accountability and blame cannot coexist.
 
Pick one.
 
The most common tendency in traditional management?
 
Falling into the blame trap.
 
Blame Culture
 
→ Problems hide
→ Mistakes get covered up
→ People protect themselves
→ Learning stops
→ Improvement dies
 
Accountability Culture
 
→ Problems surface quickly
→ Mistakes become lessons
→ People own their commitments
→ Learning accelerates
→ Improvement thrives

Blame asks: "Who caused this?"
Accountability asks: "What caused this?"

All the difference in one word.

Hand-written text on a beige paper background reading "Blame the people" with "the people" crossed out in red, replaced below with "the process" written in red — transforming the phrase into "Blame the process."

Visual Management changes how people think, not just what they see. (here's what most leaders miss about ↓)
 
Kaizen is 90% Mindset, 10% Tools.
 
But what is the most powerful tool in your toolbox?
 
Well, your eyes.

We humans are visual creatures - our eyes take in information very quickly.

Visual Management is used to 

+share information 
+set new work standards 
+provide workflow transparency 

Key Steps: 

1/ Make information visible and accessible 
2/ Create visual cues that can be understood quickly 
3/ Highlight abnormal conditions that need attention 
4/ Enable teams to see project status and progress 

Some Examples: 

+Dashboards that display KPIs 
+Kanban Cards to limit work-in-progress 
+Gantt Charts to illustrate project timelines 
+Andon Systems that signal problems 
+Color-Coding systems for quick identification 

Another example is in this photo!

Remember: 

Humans process visual information much faster than text.

A clean indoor parking garage with three yellow-lined parking spaces on a polished concrete floor. A red Tesla Model 3 occupies the left space, a silver Ford F-150 truck occupies the right space, and the middle space is empty — visually demonstrating visual management through floor marking that makes normal (occupied) and abnormal (empty) conditions immediately obvious at a glance.

21 sentences every kaizen leader must hear at least once (read my fav ones below ↓)


When I read books, especially about Kaizen, I always look for something that will stay with me. I end up writing down the things that strike me most in my journal. Here are the 4 sentences in the list that I believe are most powerful (and why):

1/ Gemba never lies

I've seen leaders make terrible decisions because they trusted Excel sheets over their own eyes. The problems that cost us millions are often visible on the shopfloor, but nobody bother to look. Reports tell you what people want you to know. Gemba tells you what's actually happening. I think the moment you stop walking the floor is the moment you lose touch with reality. Your operators won't lie to you if you show up regularly, ask good questions, and actually listen to their answers.

2/ Without psychological safety, Kaizen dies.

I've watched brilliant Kaizen programs collapse because people were terrified to speak up. Companies that blame individuals for systemic problems get exactly what they deserve. Silence. Workers hide defects, skip reporting near-misses, and watch waste happen rather than risk looking stupid or getting punished. I think this is why most Kaizen initiatives fail within a year. You can't improve what people won't talk about, and people won't talk about problems in a culture of fear.

3/ People who do the work are the experts

I learned this the hard way early in my career when I implemented a Kaizen idea. The operators supported it, then immediately went back to their old method the moment I left. Every time I've ignored frontline expertise, I've wasted time and money solving the wrong problem. I think we underestimate how much knowledge lives in the hands and muscle memory of people who do the same task hundreds of times daily.

4/ Kaizen culture doesn't support strategy. Kaizen culture is strategy.

I spent years thinking CI was something that helped execute our "real" strategy. I was wrong. Companies with a strong Kaizen culture adapt faster, survive disruptions better, and outperform competitors with superior strategic plans. I think this is the principle most executives miss. Your competitors can copy your products in months, but they can't copy a culture where thousands of people solve problems every single day.

P.S. What's your fav one in the list? Anything else to add here?

21 Sentences Every Kaizen Leader Must Hear At Least Once — A numbered list of Kaizen leadership principles on a textured beige background, including: Gemba never lies; Challenge the status quo, always; Everyone must own improvement; Problems are treasures, not threats; Plan, Do, Check, Act—repeat forever; Data tells you what, people tell you why; Simplicity is the ultimate sophistication; People who do the work ARE the experts; Speed and quality are not opposing forces; Without psychological safety, Kaizen dies; Expertise isn't about having all the answers; Standardization comes BEFORE improvement; Leaders must resist the urge to jump to solutions; Kaizen doesn't support strategy, Kaizen IS strategy; If the student hasn't learned, the teacher hasn't taught; The master knows when to step aside and let others grow; KPIs can improve even as the culture declines, watch both; Creating a Kaizen culture cannot be separated from sustaining it; and others.

Master Continuous Improvement to keep your business ahead in 2026. 

(check this out ↓)

1/ PDCA

PDCA is the backbone of Lean problem-solving.

Four steps. Methodical. Repeatable.

Use it for:

+Problem solving
+Quality management
+New product development
+Process improvement

It stops you from jumping to solutions before you understand the problem.

2/ Value Stream Mapping

VSM shows every step in your operation from raw material to customer delivery. It exposes waste hiding in plain sight.

Five steps to build one:

+Pick a product family
+Assemble the VSM team
+Calculate customer demand
+Map the material flow
+Map the information flow

3/ Kanban

Toyota invented Kanban in the 1950s to control production flow.

Today it manages work across manufacturing, logistics, and software.

A Kanban board has three elements: columns, cards, and swimlanes. 

Move work faster, cut waste, and see bottlenecks before they cost you.

4/ 5S

5S turns a chaotic workspace into a clean, standardized one.
Five steps, all starting with S:
Sort (Seiri) — Remove what you don't need
Set In Order (Seiton) — A place for everything
Shine (Seiso) — Clean and inspect daily
Standardize (Seiketsu) — Lock in the new normal
Sustain (Shitsuke) — Make it a habit

5/ Poka Yoke

Poka-Yoke means "mistake-proofing" in Japanese.

It builds error prevention directly into the process, so operators can't make the wrong move even if they try.

6/ Gemba Walk

Data tells you what happened. Gemba shows you why.

"Gemba" means "actual place" in Japanese.

Leave your desk. Walk the floor. See the work firsthand.

***
Manufacturing teams struggle to capture critical floor insights. 

That's why we are building gembawalk.ai. 

Gemba Walk AI digitalizes your observation process, so you can ensure your CI efforts deliver measurable results. 

Join the waitlist now: gembawalk.ai 

(and get also our checklists for free)

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.
 
PS. Do you think the project management triangle is still relevant?

Before you launch your next improvement initiative, ask yourself one question:
 
Have I stabilized the current process first?
 
Improvement efforts layered on top of unstable processes produce unstable results.
 
The gains look real for a few time, then quietly disappear.
 
Standardize. Document. Train. Hold the standard.
 
Then improve.

Hand-drawn diagram showing three targets representing process states. Top-left: an 'Unstable Process' target with dots scattered across all rings. A solid arrow labeled 'What most teams try' points directly to the top-right 'Stabilized Process' target, where dots are clustered near the center but still spread out. A dashed arrow with an X crosses out this direct path. Instead, a second path goes downward to a 'Stabilized + Improved' target at the bottom, where all dots are tightly grouped in the bullseye, then curves up to the Stabilized Process — labeled 'What actually works.' The message: don't try to improve an unstable process directly — first stabilize it, then improve.

Stop calling them solutions. They are countermeasures. Here's why it changes how you think: (not a wordplay at all)
 
 
"Solution" means the problem is solved.
 
Done.
Move on.
Forget about it.
 
"Countermeasure" means you countered today's conditions.
 
Tomorrow brings new ones.
Stay sharp.
 
Watch what happens when teams use each word:
 
SOLUTION MINDSET
 
→ Fix it once
→ Walk away
→ Blame someone when it breaks again
→ Resist going back to look
 
COUNTERMEASURE MINDSET
 
→ Counter what you see now
→ Watch how it holds
→ Expect things to shift
→ Plan your next adjustment
 
One word builds complacency. The other builds discipline.

A pencil sketch-style portrait of Taiichi Ohno, the father of the Toyota Production System, depicted as a middle-aged Japanese man in a collared shirt and tie, with a factory floor illustrated in the background. Beside his portrait is a quote that reads: "Something is wrong if workers do not look around each day, find things that are tedious or boring, and then rewrite the procedures. Even last month's manual should be out of date." — Taiichi Ohno.

Let's be honest. Your endless meetings are a waste of time. Here's how Kaizen organizations turn 10 minutes into millions of dollars in savings:
 
Traditional meetings:
 
→ 30-60 minutes of opinions
→ Problems hidden in PowerPoints
→ Action items that die in email
→ Same issues next week
 
Daily huddles:
 
→ 10 minutes standing up
→ Problems visible on boards
→ Ownership assigned immediately
→ Issues escalate or resolve in 24 hours
 
We implemented this at a 300-person manufacturing facility.
 
Week 1: "We don't have time for daily meetings"
Week 4: "How did we survive without this?"
 
Here's the structure that made a difference:
 
Tier 1 → Frontline - Daily
 
+What broke?
+Who needs help?
+What's blocking us?
 
Tier 2 → Supervisors - Daily
 
+What can't frontline solve?
+Where do we need support?
 
Tier 3 → Managers - 2x week
 
+What patterns are emerging?
+What resources needed?
 
Tier 4 → Leaders - Weekly
 
+What strategic issues surfaced?
+What investments required?
 
Results after 90 days:
 
Problems solved → 73% faster
Employee engagement → +34%
Productivity → +22%
 
P.S. Your teams don't need longer meetings.
 
They need better systems.

A pencil sketch illustration of five businessmen in suits sitting around a conference table, reacting in shock and alarm as a dark, tentacled monster emerges from a swirling vortex at the center of the table. Money bills float through the air. Financial charts and graphs — showing upward trends, bar charts, and pie charts — cover the whiteboards on the surrounding walls. The creature has multiple eyes and dripping tentacles, cracking through the table's surface, symbolizing a hidden threat consuming organizational resources or time during a business meeting.

The operator put all his setup tools on a cart instead of walking back and forth. 

Setup time down 15%. 

No engineers. No capital. No approval process.

That's Kaizen.

A pencil-sketch illustration of a maintenance worker in work clothes and a beanie hat standing in an industrial workshop. To his left, a rolling tool cart sits in front of a pegboard wall displaying organized hand tools including wrenches, screwdrivers, pliers, and gauges. A toolbox rests on the floor beside the cart. To his right, a large metal lathe machine occupies the background. The setting evokes a factory floor with exposed brick walls and overhead pipes.

Management has 2 functions: maintenance and improvement. The higher you go in management, the more time you spend on improvement. (read this ↓)
 
There are two types of improvement:
 
Kaizen → Continuous improvements through ongoing effort. Involves everyone. Requires little money but sustained work.
 
Innovation → Dramatic improvements from large investments in new technology. Involves select champions. Requires big money but less sustained effort.
 
But there's one thing most managers misunderstand:
 
Kaizen creates something innovation alone cannot, 
i.e. lasting change that compounds over time.
 
Innovation alone:
 
- Big improvement spike
- Gradual decline as gains erode
- New problems emerge
- Process isn't maintained
- Another innovation creates another spike
- Another decline follows
 
Kaizen plus innovation:
 
- Innovation creates the breakthrough
- Kaizen sustains and enhances the gains
- Next innovation starts from a higher baseline
- Creates a staircase pattern upward
- Competitors can't catch up
 
You need both.
 
Innovation creates the breakthrough.
Kaizen sustains it.
 
Without CI, every innovation you invest in will slowly erode back to zero.

Traditional management follows Plan-Do-Check-Finish. After checking results, they stop. Here is why their improvements don't last:
 
Companies preach the use of PDCA, but they are used to skip the Act phase.
 
No standardization. No next cycle. Improvement quietly dies.
 
Sound familiar?
 
1/ Team builds a detailed improvement plan
2/ Implementation starts with real enthusiasm 
3/ Results get measured once, maybe twice
4/ The new process gets abandoned when the next crisis hits
 
Real PDCA never stops spinning:
 
Plan → Set the target and action steps
Do → Run the pilot on a small scale first
Check → Measure results against expectations
Act → Standardize what works, kill what doesn't
 
In a Kaizen culture, every completed cycle starts the next one.
 
That's how small gains compound into advantages your competitors can't copy.

A site operations lead fixed a morale crisis in 45 days. His total investment: 3 minutes per day. Zero dollars. Here's the story:
 
 
A manufacturing plant had a turnover problem nobody could explain. The plant manager brought in an HR consultant to interview employees at every level.
 
The complaints weren't what he expected.
 
→ "When I walk past the site lead, he doesn't look me in the eye."
→ "I've never seen him smile."
→ "I sacrificed time with my children for that task. Not a single thank you."
→ "I was presenting to leadership. Every one of them was texting."
 
No one asked for more money.
 
They wanted to be seen. They wanted to know their work mattered.
 
The fix took no budget, no program rollout.
 
 The plant manager committed to 3 minutes a day:
 
→ Greeting people by name on the floor
→ Asking one person about their weekend
→ Saying "thank you" when someone delivered work
→ Putting his phone away in meetings
 
3 minutes of respect and consideration each day.
 
That's it.
 
45 days later, morale scores had jumped. Attrition slowed. The floor felt different.
 
People don't leave bad companies. They leave leaders who make them feel invisible.
 
PS. When was the last time you walked the floor and thanked someone by name?

Do you know what the clearest expression of leadership contradiction is? Executives who say they want a Continuous Improvement culture, but then punish people who report problems. (read this ↓) 
 
Some executives say they want to build a Kaizen culture.
Then they punish people for surfacing problems.
 
Let me be clear about this:
 
You can't build a Kaizen culture in the dark.
 
Kaizen organizations understand that
problems aren't threats. They're treasures.
 
You should strive for true transparency.
 
It means:
 
→ Making problems intentionally visible
→ Celebrating when problems are surfaced
→ Creating systems where hiding issues is harder than solving them
 
Remember:
 
Secrecy is the enemy of excellence.
 
P.S. How visible are problems in your organization?
 
Can people surface issues without fear?

Hand-drawn sketch of an iceberg. The visible tip above water is labeled "What executives see." The massive submerged portion is filled with operational problems: waste, delays, defects, conflict, rework, inefficiency, miscommunication, technical debt, bottlenecks, poor planning, manual work, overproduction, inventory, transportation, motion, waiting, non-value-add, quality issues, misalignment, burnout, bugs, broken processes, silos, lack of transparency, poor alignment, cultural friction, bureaucracy, duplication of effort, hidden costs, missed deadlines, and systemic flaws.

The biggest lie in manufacturing improvement:
 
"Kaizen only works in Japan."
 
Companies in the US, Europe, and beyond have proven the opposite for decades.
 
Culture affects how you implement Kaizen, not whether it works.
 
The principles are universal because they're just good management:
 
+observe the process 
+involve the people closest to the work
+make small improvements every day
 
…and never stop.
 
That's Kaizen.

***
Manufacturing teams struggle to capture critical floor insights. 

That's why we are building gembawalk.ai. 

Gemba Walk AI digitalizes your observation process, so you can ensure your CI efforts deliver measurable results. 

Join the waitlist now: gembawalk.ai

We are launching in April for a limited time before we waitlist again.

A minimalist Japanese-style illustration featuring a large red circle (evoking the rising sun) against a cream, textured background. In the foreground, black silhouettes depict a traditional arched bridge with a figure standing on it, a pagoda-style structure with a person nearby, and a windswept bonsai tree to the right. Two cranes fly across the upper portion of the red circle. The overall aesthetic evokes vintage Japanese poster art.

I have been posting here about Kaizen since October 2023. Translated in numbers that's 971 posts and 100M+ impressions only from this profile. I did it mainly because I love talking about it, and here is my take on Kaizen:
 
 
Kaizen means more than Continuous Improvement. 
  
Kai means "change, remove the old with new." Zen means "good." Not good as in "effective," but good as in the moral sense of being right. The opposite of Zen is not just bad; it's Evil.
  
This matters for how you lead improvement. I've seen too many initiatives that made the numbers better but people's lives worse. These were not in line with the true meaning of Zen.

We often forget that improvement should make our people more capable, businesses should have positive impact, and change should increase human potential.

Making nothing but money isn't great business. And driving change is not as effective if you don't live by Kaizen.

 Here are 5 things to help you build a true Kaizen mindset in 2026:
 
1/ Own problems you didn't create
 
Most people see a problem and think "Not my job" or "I didn't break it." 
 
Stop waiting for someone else to fix what's broken. Someone before me said it better: "Just because something's not your fault doesn't mean it's not your responsibility." 
 
When you see waste, it's yours to address. You don't fix everything yourself. But you stop walking past problems like they're invisible.
 
2/ Question everything you do more than once
 
If you've done the same task twice the same way, ask yourself: "Could this be better?"
 
When you catch yourself saying "That's just how we do it," you've stopped thinking. The moment something becomes routine is when you should examine it.
 
3/ Get curious about failure
 
When something goes wrong, do you look for who to blame or what to learn?
 
Train yourself to ask "Why did this happen?" before "Whose fault is this?" Treat every defect, delay, and complaint as data. See failure as feedback, not someone's mistake to punish.
 
4/ Think in experiments, not solutions
 
Kaizen practitioners are comfortable being wrong because being wrong teaches you something.
 
Start saying "Let's try this and see what happens." Wrong turns teach you where the dead ends are. Run small tests. Fail fast. Learn faster. 
 
5/ Listen to the people doing the work
 
The operator who runs the machine every day knows more about it than you do. Believe this. Ask their opinion before you share yours. Listen to understand, not to respond. Frontline knowledge beats management theories.
 
***
P.S. Kaizen feels overwhelming when you don't know where to start or what to focus on.
 
I created The Kaizen Geek, my newsletter delivering bite-sized, actionable improvement strategies every week. 
 
Join now: ivancarillo.com

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

Can I run a theory by you? (about writing, Gen AI, and B2B)

Donna and I call it “the commodification of passable writing.” 



Here’s the gist: 

Before ChatGPT went supernova in ’22, if you needed written content for your business (linkedin, website copy, emails, the works), you had three options. 

Write it yourself 
Hire someone to write it 
Staff in-house folks

Sometimes this led to bottom-of-the-barrel stuff that hurt the brand. But most companies putting out content did the minimum to look good.

Then came the Gen AI revolution
(dun dun dun)

And with it the commodification of passable writing. 

With a free account and a five-word prompt, anyone could generate something that looked fine.

No typos
Some kind of point
Basic structure

AI collapsed the floor of B2B writing, pulling everything toward the middle. 

Everything except the top band. 
Because AI didn’t touch the ceiling. 

Original ideas and data
Writing with your fingerprints all over it
Deep empathy for your audience
Storytelling grounded in experience

That’s always been the gold standard. 
And nothing about that has changed. 

Commodification explains so much about what we’re seeing today. Every channel flooded with lifeless, technically correct words. 

It also explains why companies like Anthropic, OpenAI and Netflix are scooping up world-class storytellers and paying them up to $1M a yr. To meet hyper-aggressive growth goals, they can't afford to sound like everyone else.

We’re living in an era dominated by passable writing. 
100x more middle. 

Here’s the irony…
The middle is where B2B content goes to die. 

Always has been.

B2B Content & Executive Ghostwriting for Tech and Finance | Human words, AI workflows | JD & MBA | Running a two-person agency with my wife (still married)

If even 10% of LinkedIn was written by a human…




I might want to scroll my feed.

Anyway. Back to the 5 people who still deal in original thoughts.

They’ve earned my attention.

A truly tragic part of this mad AI scramble… Some people would have developed into exceptional writers. 1-of-1 voice. Razor-sharp, original thoughts. 

And instead, they’ve outsourced everything to AI and now they sound just like everyone else. 

It’s creative loss at scale. 
Quietly weakening us with every prompt (if we're not careful). 

Do I use AI every day? Yes.

Am I going to let it siphon away my skills, my voice, my edge? Not a chance.

The alternative...

If you want to become an exceptional thinker and writer, and not just copy/paste the work of exceptional thinkers and writers, here’s what I recommend: 

✓ Use AI to amplify, not originate.
Start with your idea. Bring in AI to sharpen, speed up, or structure. But never lose that core insight.

✓ Keep one hand in the craft.
Write something from scratch every week. Even (and especially) if no one sees it.

✓ Don’t say something smart, say something real.
AI knows every trick in the book. But it doesn't know your story, your worldview. 

✓ Train your thinking, not just your LLM.
Your brain is still the best writing engine. Don’t let it idle. Read, discuss, ideate. 

✓ Protect your voice like it's your brand.
 Because it is. And once it’s gone, you'll fall into the dreaded sea of sameness. 

Are you in?

"Can I be real a second? For just a millisecond? Let down my guard and tell the people how I feel a second?" 🎶

Yes, you can. And you should. 

Why?

Because stories are the new credibility on LinkedIn. 
Because struggles are the new authenticity on LinkedIn. 
Because lessons learned are the new value on LinkedIn. 

AI has turned everyone with a laptop into a “thought leader.” Except… all the thoughts sound the same. 

What’s not the same?

You. Your experiences. Your unique perspective. 

That’s AI-proof content. And when you craft it right, it’s the fastest path to standing out in a feed drowning in "you should be doing XYZ" posts.

Example: 

One of our ghostwriting clients went viral the other day. 

6,380 likes. 369 comments. 161 reposts.

The post? 
Her journey getting rejected from her dream job… 
And the tweaks she made that finally opened the door.

It was simple. It was one-of-a-kind.
And it resonated. 

Because she was real a second.

In the middle of every prospect call, Donna stops and says the same thing. "Full disclosure: We DON’T stay in our lane."

Yes, we’re writers. Hired to write. 

But after 9 years and millions of words, we've learned to spot what others miss.

A content process that could run smoother. 
An angle that could hit harder.

We surface them every time. 

We can do this because we don't operate like a typical agency. For starters, it's just Donna and me. We put eyes on everything.

We've worked across dozens of clients, hundreds of campaigns. We've seen the good, the bad, and the ugly.

Most importantly, we trust our instincts. And we build relationships where our clients do too.

Getting outside our lane has helped us: 

Turn a finance founder's LinkedIn from in-the-weeds tactics to leadership storytelling. 20k followers in 9 months.

Pitch a Succession tie-in to a bank's blog team. It became one of their top-performing series.

Convince a SaaS CEO client to blow up their newsletter format. One story, one message, no grab bag. Thousands of subscribers followed.

Most agencies live in their lane. 
It's safer that way. For them.

We’re not like that.

After writing 2M+ words for B2B brands, here’s my (very opinionated) ranking of what makes content stick and buyers act:

1/10 - Grammar and spelling
Yes, clean it up. 
No, it won’t save a weak idea.

2/10 - Formatting
White space helps. 
But it doesn’t fix boring.

3/10 - Vocabulary and clever phrasing
Fun to write. 
Rarely the reason someone buys.

4/10 - Word count
Long doesn’t equal depth. 
Short doesn’t equal punch.

5/10 - Headline or hook
A strong opener earns the click. 
The body earns the trust.

6/10 - Point of view
Safe takes get safe results.
A clear stance earns attention.

7/10 - Proof
Metrics. Examples. Testimonials.
Now we’re getting somewhere.

8/10 - Pain
Name the problem. 
The one they vent about after the meeting.

9/10 - Stakes
What happens if nothing changes?
Missed targets. Blown budgets. Career risk.

10/10 - Empathy
Do they feel understood?
Do they think, “This person gets it?”



Most teams obsess over 1-5.
Deals get decided at 6-10.

That’s why Donna and I spend as much time inside the buyer’s world as we do inside the Google Doc.

We sit in on customer interviews. We join case study calls.
We comb through LinkedIn comment sections and debates.

Craft + psychology.
That’s the work.

One of our clients (SaaS CEO, Finance) landed multiple 700k+ impression posts last year. I looked back, and these 4 elements showed up every time:

1. A personal story

Every winning post centered on something emotional and specific:
– Bombing a board meeting
– Absorbing painful feedback early in her career
– Breaking a proven rule to get results

The human story was the wedge. 
We used it to deliver her POV.

2. A dynamite hook

Busy execs don’t read 250-word posts unless the first line earns it.

Her high-performers nailed the hook:
– Picturesque setup
– Hyper-specific tension
– Sparks of curiosity that earn a click

One time, she opened with a tell-all on a thorny relationship she'd had with her past CEO (and what she did about it). 

Readers leaned in.
6,380 likes. 369 comments. 161 reposts. 

3. Real talk, no fluff

She dug into the moments most CEOs keep to themselves.

“This almost broke me”
“Here’s what I got wrong”
“Nobody talks about this part…”

That vulnerability built trust fast.
And it lasted as more and more finance leaders started following.

4. Plain language

I dropped her posts into Hemingway Editor.
Most landed at a 3rd grade reading level.

Complex ideas, easy to absorb. 

Too many leaders try to sound smart on LinkedIn.
But clear is what’s landing.



In 9 months, this CEO went from a lukewarm LinkedIn account to 20k active followers and 10M+ impressions. 

The beauty: it's a playbook any exec can follow. 
If they're willing to drop their corporate armor.

Overrated: sounding smart on LinkedIn.
Underrated: sounding human on LinkedIn.

People have to know and like you before they'll trust you.

Human psychology 101. 
(yes, it applies to B2B)

“I apologize for such a long letter…” 





Mark Twain once said. “I didn't have time to write a short one."

A reminder for anyone who creates.

Great writing isn’t more, more, more.
It’s meaning.

And meaning takes time.

Generic AI writing is a commodity. And it’s the fastest way to go invisible. 

I joined Dorien Morin-van Dam on Strategy Talks to break down what to do when everyone has access to the same baseline of LLM-powered words. 

More, more, more or faster, faster, faster won't help you stand out.
But outwriting AI will. 

And you do that with a unique POV, writing that has your fingerprints all over it, and assets only your business can produce. 

Dorien and I talked about:

- The trap of churning out 160 articles in 90 days (aka the “spray and pray” approach)

- How one of our CEO clients generated 10M+ impressions, 20K+ followers, and pipeline with a simple, human approach to LinkedIn

- Where we recommend deploying AI in the content process, and where human creativity is the only edge left

Check out the full convo here.
https://lnkd.in/gy-V4z_5

Claude called me out on my sh*t yesterday, and I needed it. 

Lately, I've been ending every month by throwing my LinkedIn posts into a painstakingly-built Damn Smart Marketing strategist and asking questions.

Did my posts speak to buyers (or other content people)? 
Did my proof points earn the claims I was making?

Yesterday, I ran my February analysis and… uh oh. 

Exact words: "You're making the argument. You're not proving it. Your best content is sitting in your client work and you're leaving it on the table."

Truth is, my instinct has always been to let the work speak for itself. 

Talk less. Deliver more. Trust that the results will find their way into the right conversations.

In February, this instinct to avoid the “brag” took over without me realizing it. And it hurt my content. 

Because Donna and I have been in the trenches for years. 

We have metrics that prove our strategies work. 
Testimonials that prove our approach delivers.

And I wasn’t talking about it enough. 

So when I made an argument on LinkedIn, it didn’t have the lived-in umph that comes when you’re backed by years of experience. 

My posts risked sounding more like a talking head or an AI-first think piece. Not someone who’s been there, done that. 

No thanks. 

My gameplan moving into March: 

1 - Keep running monthly analysis. With an LLM that’s willing to push back, like Claude, you can spot LinkedIn gaps in seconds. 

2 - Lead with proof. In B2B, it’s the difference between sounding theoretical and sounding earned. 

3 - Learn, adapt, keep going. February's analysis stung. March's content will be better for it.

Now I’m off to dig up data for my next post. ✌️

AI broke content, right? Everyone sounds the same, right?

I'm joining Dorien today to talk about the path less traveled. How the smartest marketers x founders I know are using their empathy instincts and human voice to write things their audience actually wants to read. 

(Oh, and how they're using AI as an amplifier, not a replacement)

See you there!

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

Look who's talking with me this week? 
Stephen Mostrom, the damn smart marketer!

If you are struggling to stand out when using AI, this one's for you, and you and you and you.  

Live at 7 PM ET on 2/24, and of course, the replay will be available too if you can't make it live.

How to Outwrite AI: Ways to Keep Your Human Voice and Stand Out

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The Battle

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