Good content still wins. Finn Thormeier has spent years building LinkedIn presence for B2B executives and he's got a genuinely uncomfortable take on why most of it fails — and it's not the algorithm.

Finn runs Project 33, an executive LinkedIn agency working with B2B founders and C-suite leaders to turn their actual opinions into content that moves pipeline. He's obsessed with the gap between what people think LinkedIn content does and what it actually does.

In this episode:

- Why AI ghostwriting and human ghostwriting have almost identical failure modes

- The real reason LinkedIn reach is dropping (hint: it's supply, not algorithm)

- How to train an AI — or a writer — to not produce slop

- Why Finn stopped using em dashes and what that tells you about the platform right now

- The "VP of Supply  ...