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Two years ago, sounding polished online was a competitive advantage. Now everyone has the same tools, the same phrasing, the same tidy three-bullet structure, and the same suspiciously confident tone. Competence has been commoditized.
People used to type your name into a search bar. Now they ask an AI a question and let it pick someone for them. ChatGPT, Perplexity, and Google's AI answers are quietly becoming the layer that decides who gets recommended before anyone clicks a single link.
Everyone is optimizing to go viral. Almost nobody is ready for what happens when they do. The spike is the easy part: it is a gift from the algorithm that lasts about 48 hours.
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