The Hidden Cost of Building Your Name
The irony of building your name is that it also paints a target on it.
That’s a lesson I wasn’t expecting to learn after publishing my books.
Like many first-time self-published authors, I thought the biggest challenges would be writing, editing, marketing, and finding readers.
I was wrong.
The moment your work becomes visible, so do you.
The Flood
Since publishing Finding Direction in the Age of AI, Wired for Purpose, and The Digital Compass, my inbox has changed dramatically.
Every day I receive emails, LinkedIn messages, and social media requests from people who claim they have read my books, want to interview me, help market my work, introduce me to publishers, improve my Amazon rankings, or connect me with thousands of readers.
Some days it’s well over one hundred messages.
Most look remarkably similar.
“I loved your book…”
“I can help you reach a larger audience…”
“Your work deserves more visibility…”
“Reply YES if you’re interested.”
Different names.
Different companies.
Different logos.
Almost identical messages.
Some are legitimate.
Many are not.
The challenge is figuring out which is which.
This Isn’t the Phishing We Used to Know
I’ve spent more than twenty years in enterprise technology.
I’ve worked with organizations navigating cybersecurity, phishing, identity management, cloud transformation, and now artificial intelligence.
Traditional scams were often easy to recognize.
Poor grammar.
Suspicious links.
Obvious requests for money.
Fake domains.
Today’s deception is different.
AI can generate professional emails in seconds.
It can create polished websites.
It can write convincing biographies.
It can produce realistic voices.
It can make almost anyone appear credible.
The technology has lowered the barrier to trust without earning it.
When Verification Becomes Part of Every Conversation
Recently, I had the opportunity to speak with broadcaster and author Kate Delaney.
It was a thoughtful conversation.
Afterward, I found myself asking a question that would have sounded ridiculous only a few years ago.
“How do I know that was really Kate?”
Nothing during our conversation suggested otherwise.
The question wasn’t about her.
It was about the reality we’re entering.
As AI continues to improve, verification becomes part of every relationship, every introduction, every opportunity, and every conversation.
Reputation Is Becoming More Valuable Than Ever
Authors aren’t the only people experiencing this.
Entrepreneurs are.
Business leaders are.
Content creators are.
Job seekers are.
Anyone building a personal brand is discovering that visibility comes with an unexpected cost.
The more recognizable your name becomes, the more valuable your identity becomes—not just to you, but to people hoping to benefit from your reputation.
Building your name also paints a target on it.
So What Do We Do?
I don’t believe the answer is fear.
It’s discernment.
Slow down before responding.
Research the person reaching out.
Look beyond a polished website.
Verify identities through multiple sources.
Ask for a live conversation when something doesn’t feel right.
Most importantly, remember that trust should be earned, not assumed.
The Human Side of AI
I often write about AI because I believe its greatest impact isn’t technical.
It’s human.
The next challenge won’t simply be learning how to use AI.
It will be learning how to preserve trust in a world where technology can imitate almost anyone.
Our identity.
Our reputation.
Our relationships.
Those may become the most valuable assets we have.
Technology will continue to accelerate.
The question is whether our ability to recognize authenticity can keep pace.
Perhaps that’s one of the most important conversations of our time.