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I felt weird doing this…

I did something this week I’ve never done in my entire content career: I reposted three LinkedIn posts word for word from a few months ago. Same copy. Same structure. Same message.

And here’s the wild part, they all performed almost exactly the same as the originals. All three hit 100k+ impressions again. Every seasoned creator has told me, “Yeah…it’s a normal practice. No one sees everything you post.” But for whatever reason it felt wrong. Almost like cheating. A mix of guilt, laziness, and “shouldn’t I be creating something new?”

The reality? Repetition is part of the game. Most people aren’t seeing your content the first time, and even if they do, strong messages are worth hearing twice. If it’s valuable, say it again. Consistency > originality.

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We’re Living Through the GTM Revolution

Every December, I take a personal and professional audit. A day where I log off, grab a coffee, and just write. No meetings, no Slack, no chaos, just me versus the page.

This year I kept coming back to one idea: we are in a full-blown GTM revolution.
And if you don’t speak in acronyms, GTM (go-to-market) is just the strategy a business uses to get its product into the world. It’s jargon to describe how you reach people, win their attention, earn their trust, and ultimately get them to act.

It sounds simple, but it’s anything but.

I do the same audit for Habits. And over the past few months, our team has been deep in experimentation mode: new styles of content, iterating on our website, testing out new messaging, trying new email sequences, ramping up cold outreach, trailing partner channels, executing Meta & Google ad campaigns, you name it.

As of late, I’ve held office hours to interview existing and previous users from both sides of the marketplace. And one theme kept surfacing in every conversation…

Nobody feels like they know how to sound human anymore.

The Authenticity Crisis

Whether it’s a fifty-billion-dollar company trying to go viral on TikTok or a local business trying to get twenty new customers, everyone’s facing the same wall.

Everything feels artificial.

AI writes the copy. Automation sends the follow-up. Optimization drives the decision. Algorithms decide who actually sees it.

Even the language of business has become mechanical. “Touchpoints.” “Funnels.” “Nurture sequences.” We’ve stripped out humanity and replaced it with acronyms.

But here’s the paradox: the more automated everything gets, the more valuable human connection becomes. Because it’s easy to send ten thousand emails. It’s hard to make one person actually care.

The biggest unlock in growth right now isn’t automation. It’s authenticity at scale.

Distribution Is Everything

Every great founder I’ve met this year (across fintech, SaaS, retail, etc.) is obsessed with one thing: distribution. The product doesn’t matter if no one knows it exists. The message doesn’t land if it doesn’t feel real.

At Habits, our entire mission has always been to help people find trusted financial advisors. But this past year has taught me something else: even advisors struggle to sell themselves because they’re trapped in the same noisy world as everyone else.

They’ve got the expertise, the empathy, the real stories. But in an algorithmic world, genuine often gets buried under flashy. So the question becomes: how do you scale human connection without losing the human part?

That’s the real GTM revolution happening right now. It’s not about clever ads or growth hacks or constant experimentation. It’s about distribution with depth.

We’re moving from reach to resonance. Only the people who understand that shift will survive the next decade of marketing.

The Road Ahead

We’re rethinking everything at Habits right now. Like how we tell our story, who we tell it to, and how we can build trust faster than the noise can distract it.

That’s what this next phase is about. The GTM Revolution isn’t just a trend. It’s a complete rewiring of how businesses earn attention, build credibility, and keep it.

Because in a world where everyone is automating their voice, the brands that win will be the ones who still sound human.

Automation might get you noticed. Authenticity will get you remembered.

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