You know all those famous authors and people on social media with posts that are wildly successful? You may be surprised to learn, it's probably not them. Most don't even manage their own accounts. But, who's work then are we really reading? Who's DM's are we really slipping into?

Today we're going to delve into the murky world of ghostwriting. And it reminds me of that famous scene from Fight Club - because....

It appears, the first rule of ghostwriting is that you don't talk about ghostwriting.

And while, today's guest is very tight-lipped about the people he manages, we do get him to spill some beans and expose some of the dark secrets within the industry.

And this is all very Wizard of Oz

From a hip-hop group who imploded after their ghost-music-writer secret was revealed on stage, to the downfall of a famous business personality who ironically, ran a ghostwriting firm.

You'll learn about juniper trees, gin, tonic and why we still treat newborn babies in a particular way.

You'll learn why chasing vanity metrics with content and social media is a futile exercise,

The difference between high and low-quality content, and much, much, more.

The perfect episode for executives and senior leaders as well as anyone in the content industry, social media folk, marketing strategists and of course those running a business.

Skip to around the 6 min mark if you want to miss the gin sipping and genesis story and I'll see you on the other side.