A bullshitter says untrue things in order to get an outcome. A horseshitter starts to believe their own bullshit. Content isn't crap because it's lies. It's because, even if it's true, it doesn't matter. People suck at information. That includes both the steak and the sizzle. But as we SEO shotgun our way to automated volume, we lose what people ARE good at. Let's learn how to get personal again.