Everyone’s using ChatGPT. And many aren't using it well.

Right now, there’s a quiet divide forming inside teams.

On one side, you have people using ChatGPT to automate tasks, write faster, and get content out the door.

On the other, you have people who are training ChatGPT — feeding it voice, tone, values, structure, past work — and building workflows around it.

Both are using the same tool. But only one is raising the bar.

The other is producing generic, copy-paste work that gets the job done — but never gets remembered.

The truth is: simply using AI isn’t impressive anymore.

Everyone’s doing it. What matters is how well you’re doing it.

And many people aren’t doing it well.

They're using ChatGPT like a digital vending machine: type a prompt, grab the output, move on. But if your input lacks depth, your output will too.

Great work still requires judgment, taste, context, and intentionality. AI just doesn't replace those things yet. (Yes, not yet, but it probably will.)

The best creators I know don’t see ChatGPT as a writer. They see it as a collaborator, researcher, and brainstorming partner. They train it up — not just prompt it down.

And that’s the real unlock. Not just faster work.

Smarter, sharper, more distinctive work.

Because as the internet floods with AI-generated content, there’s one thing that’s about to matter more than ever: Quality.

Want to go beyond basic prompting? I've got a ChatGPT playbook. Book a session.