It feels as though we're becoming increasingly impatient.

We don't just expect information quickly anymore; we expect everything quickly. We become irritated if a website takes a few seconds to load. We skip the introduction to a programme because we want to get straight into it. We play podcasts and voice notes at double the speed because thirty minutes somehow feels like too long. Even when we're watching TV, many of us find ourselves reaching for our phones during the quieter moments.

There has never been a better time to create content.

There has also never been a worse time to sound different.

Every day, businesses publish blogs, social posts, emails, videos and website copy at a rate that would have been unimaginable just a few years ago. With AI now sitting a few clicks away, entire marketing campaigns can be produced before you've even finished your morning coffee.