I told them everything. And now they probably think I'm a fraud.
This week I did a presentation for the staff at Charles Darwin University.
It was lively. There were laughs. I waved my hands around like a TEDx speaker in a wind tunnel.
It was fun.
Until I realised what I was doing.
I was showing them every single tool, trick and shortcut I use to create newsletters like this one.
My videos. My LinkedIn posts. Even client work.
And the more I gave, the more I realised...
They might walk out of there thinking, “He’s not doing anything. The AI is doing it all.”
That should have terrified me.
Instead, it did something else.
The secret we all pretend we don’t know.
We live in a world of polished fronts.
LinkedIn profiles that say “strategic thinker” when we mean “Googles how to use Excel formulas.”
Instagram posts about morning routines that last until about... Wednesday.
And business owners (like me) giving presentations that look slicker than the reality behind them.
But this moment — where I exposed the machinery — reminded me of something we all forget:
Every one of us is faking something. At least a little.
Not in a deceitful way. But in the way that makes us relatable.
We’ve all said things we didn’t fully mean, promised calls we didn’t make, and claimed skills we’re still trying to master.
We call them “white lies” — but I think they’re actually just survival mechanisms for being human.
When you name the trick, you free the room.
What I learned that day was this:
When you say the quiet part out loud — “Hey, I’m using AI to make this easier” — you give other people permission to breathe.
That mum in the audience who’s juggling kids, study and work.
That startup founder who hasn’t posted in 6 weeks and feels behind.
That young guy who thought he had to be everywhere, all the time, doing it all manually to be credible...
They now know: It’s not just them. It’s all of us.
We’re all scrapping together systems, hacks and borrowed brilliance to make the best version of ourselves that we can.
And that’s not only OK — it’s smart.
You don’t lose the magic by sharing it.
The fear is that once you show people your systems, your shortcuts, your “secrets” — they’ll stop valuing your work.
But here’s the truth:
People don’t pay you for your tools. They pay you for your judgement.
I can tell you every tool I use.
I can even show you the prompts, the steps, the order. But that doesn’t make you me — and it doesn’t make me less valuable.
In fact, it builds trust. Because now they know I’m not hiding anything.
I’m not playing Wizard of Oz behind the curtain.
I’m standing out front, showing how I make it work.
And that?
That’s where real credibility lives.
That’s all for this weekend. Just one short read about how revealing your tricks isn't the end of credibility, but the beginning of connection.
If you’re not getting value out of these tips, please consider unsubscribing. I won’t mind and there are no hard feelings.
But if you are enjoying this newsletter, the best compliment you could pay me would be to share it with one person who you think would benefit from it.
See you again next week. Cheers, Dante
Dante St James
I'm on LinkedIn, Instagram & YouTube or Book a Call with Me
Upcoming Training & Resources
🖥️ ONLINE EVENT
Webinar: Writing Web Content for Search & AI - Digital Solutions Monday October 13, 5.30pm Google's share of search traffic has declined for the first time in 25 years. An who gained that traffic? AI tools. Learn how to feed both the Google and AI beasts for your business. 👉 Register here
📍 IN-PERSON IN DARWIN
Creating Videos using CapCut – Digital Solutions Thursday October 9, 5.30pm ACST While long form videos on YouTube build credibility, you still need the short form videos to gain new attention. Learn how to make them on CapCut. 👉 Book your seat
Doing Business on LinkedIn – OBM 2025 Wednesday October 15, 5.30pm ACST While everyone is concentrating on how to go viral, you'll be drawing in real clients and real connections that lead to business outcomes. Not dopamine hits. 👉 Book your seat
📍 IN-PERSON IN MELBOURNE
Ripple Festival 2025 An immersive festival of ideas, innovation, and creativity. Perfect for networking and being inspired in person. I'll be speaking there on AI, LinkedIn and Business Building. 👉 Check it out here
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