We could have skipped this entire process. Instead of hiring a new writer, we could have easily plugged a brand voice guide into an AI tool, generated content, and shipped it. Faster, cheaper, done.

We didn’t do that. Here’s why Correnti Marketing chose a human copywriter over AI — and what it actually took to find and hire Kelly Anderson. 

Most firms have core values. They're on the website, painted in huge letters on the conference room wall, or tucked into the onboarding deck.

And almost no one thinks about them again.

Here's the uncomfortable truth: if your core values are aspirational—things you want to be, not things you already are—they're not values. They're goals. And the difference matters more than most leaders realize.