Why Leaders Must Write to Lead in 2025 (Part 1)

Part 1: Building Authentic Authority Without Losing Your Voice (Guest)

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Have you ever watched a river carve through stone?

It doesn't happen overnight. Water flows consistently, persistently, along the same path until solid rock reshapes around it. That's exactly what happened to my leadership this year when I started writing publicly.

This year taught me something I wish I'd learned earlier: the gap between having good ideas and having influence isn't talent or timing, it's the willingness to share your thinking process with the people who need to hear it. Since starting to write publicly, everything changed; not just my reach, but my clarity, my network, and my impact.

But here's what caught me off guard: the biggest risk isn't getting started. It's losing yourself once you do.

The Series: A Complete Blueprint for Leader-Writers

Over the next two articles, I'm collaborating with two “solopreneurship gurus” who've mastered different aspects of this challenge:

James Presbitero

of Write10x has spent years helping leaders avoid the trap of thoughtless automation while building authentic authority. His framework for staying "unpromptable" addresses the biggest risk leaders face when integrating AI into their writing process.

Luan Doan

of SoloAILab approaches this from the systems perspective. As a leader who transformed his relationship with content creation through systematic processes, he's built the operational blueprint that busy executives need to make public writing sustainable.

Together, we're sharing not just the why, but the how… complete frameworks for thinking clearly, writing authentically, and building systems that scale your voice without compromising your message.

Why Leaders Must Write to Lead

Six months ago, I was having great conversations on Zoom meetings, crafting solid strategies in leadership gatherings, and helping make decisions that moved our team forward. But something was missing; my best insights stayed trapped in those rooms.

Then I started writing on Substack.

Not because I wanted to become a "content creator" or chase viral posts. I started writing because I realized that how writing publicly transforms good leaders into influential ones isn't about the writing itself. It's about what happens when you're forced to clarify your thinking and share your process with people who actually need to hear it.

Writing became my thinking laboratory. Every article forced me to examine my assumptions, test my logic, and communicate complex ideas with clarity.

This isn't just about personal branding. This is about stewardship. As leaders, we're entrusted with insights that could help others navigate similar challenges. There’s a verse I like as a reminder: "no one lights a lamp and puts it under a basket" (Matthew 5:15). The same principle applies to leadership insights.

But knowing why to write is only the first step. The real challenge most leaders face is how to do it authentically in an age of AI shortcuts and generic content.

That's where

James Presbitero

comes in. As the founder of Write10x, James has spent years helping leaders avoid the trap of thoughtless automation while building authentic authority.

Here is James…

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Avoid the Trap of Easy Writing, Become Unpromptable

Once you realize how powerful and easy writing in public can be, it’s easy to swing too far in the other direction.

After all, the tools are slick. The prompts and "hacks" are endless. If you’re not careful, the thinking—the hard, valuable, human thinking—gets replaced by convenience.

Don’t fall into the trap of thoughtless writing, thoughtless automation.

You don’t need just any other content. You need real writing, one that reflects how you see, decide, and lead.

Used well, AI is a force multiplier. Used mindlessly, it becomes a shortcut to irrelevance.

Too Many Leaders Outsource Their Thinking

Modern leaders know the value of building in public. But between back-to-back meetings, high-stakes decisions, and a hundred Slack pings, writing often gets pushed aside—or worse, outsourced entirely.

They rely on ghostwriters. On AI. On repurposed decks. The result? Content that feeds the algorithm. But forgettable. Safe. And worse, just like any other "thought leader' in the field.

Content optimized to feed the algorithm beast, but not to lead.

In trying to save time, they’re losing trust. Because no one follows a leader who says they're leading, but is just following everyone else.

Use AI Strategically—But Think for Yourself

AI-powered thought leadership isn’t about publishing more. It’s about thinking deeper, then communicating clearly. That’s the leverage point most leaders miss.

Instead of chasing another tool, shortcut, or prompt pack, use AI build your thinking muscle. Use writing as a way to clarify your worldview. Let content become the byproduct of clear, unshakeable thinking.

That’s where AI can help, if you use it right.

In my book Authentic AI, I outline the Three Layers of AI Augmentation: a framework to help you know when to use AI, and when to step up as the irreplaceable human.

• Core (Soul Layer): Your ideas, beliefs, and point of view — This is the soul of your message, your overall mission. Only you you can define what matters, where you stand, and how you think. AI can help clarify, but it can’t originate with integrity.

• Mantle (Implementation Layer): Structure, flow, and coherence — This is where AI shines. The mantle is the layer that connects your ideas to structure. It’s how raw insight becomes communicable content. You stay in the driver's seat, but AI helps remove friction and add polish.

• Surface (Automation Layer): Language, drafting, and repurposing — Let AI help write captions, rephrase ideas, or repurpose formats. This is where the bulk of execution can be delegated, but only after the core is defined.

These three layers help you define for yourself where AI is placed in your content leadership journey.

When you honor each layer, your content becomes more than just output, but a reflection of your leadership. A signal of depth, originality, and direction.

Scale Without Losing Yourself

Once you know where AI belongs—and where it doesn’t—you unlock a new level of leverage.

You stop guessing what to say and start shipping meaningful content with rhythm. Your message gets sharper. Your content gets faster. And your influence compounds.

This is the power of mindful AI integration. When AI supports your clarity, you scale your voice to unimaginable degrees without diluting your vision.

That’s how leaders become Unpromptable, something that algorithms can never replicate.

I know this might feel like a lot. So start with just one step:

Create an Authentic AI writing assistant that thinks and writes like you: rooted in your mission, vision, and core values. It’s the first, most powerful move to scaling your voice without losing yourself.

To help you build it, download my ebook Authentic AI, your blueprint for scaling content without outsourcing your soul.

Curious what an Authentic AI Assistant could look like for you? Here’s a simple way to take the first step:

Restack this article and answer this question in your note or reply:

What’s one strong belief or idea you have about AI and thought leadership that wish more people in your industry understood?

The first 15 restacks will get a private code to get the Authentic AI ebook for FREE! Just send a screenshot of your restack to me or Joel, and I’ll reply with the code. Let’s amplify your mission together!

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Thanks, James!!!

Coming Up in Part 2: The System That Makes It Sustainable

James Presbitero

showed us how to maintain authenticity while leveraging AI. But even authentic leaders face a practical challenge: how do you maintain consistent, quality output without burning out?

In Part 2,

Luan Doan

will share the systematic approach that transformed him from a reluctant introvert into a consistent creator. You'll discover:

• The two psychological barriers that stop every busy leader (and how to overcome them)

• How to extract content from work you're already doing

• The specific AI setup that turns daily leadership decisions into shareable insights

• A complete workflow that takes you from idea to published piece

The authenticity foundation is crucial. But without the right systems, even the most genuine leaders burn out trying to maintain a public writing practice.

If You Only Remember This

• Writing publicly forces the kind of clear thinking that great leadership demands

• The gap between good ideas and influence is the willingness to share your thinking process

• Use AI strategically: let it enhance your voice, never replace your core thinking

• Authentic authority comes from sharing your process, not just your conclusions

• Stewardship demands that we share insights that could help others lead better

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