Meaning: if something feels like it belongs to your brand, your perspective, your experience, or your personality…
Post it.
You don't need to turn every thought into a 47-slide carousel.
You don't need a content committee.
And you definitely don't need to generate a fake photo of a plate of pasta that you supposedly just served at your restaurant.
People can tell.
More importantly, people need people.
They need your perspective.
Your weird little take on something.
Your experience.
Your opinion.
Your actual food.
Your actual face.
Your actual mistakes.
This is where I borrow a little inspiration from Ross Simmonds and his 4 E's: educate, entertain, empower, and engage.
I love those as a starting point for building your content pillars.
But once you've got your pillars?
Stop overthinking it.
If it educates, entertains, empowers, engages—or just feels genuinely you—it fits.
So it sits.
Publish the thing.
Because in a world increasingly filled with AI-generated everything, being an actual human is becoming a competitive advantage.
And that's kind of the whole point.
Be useful. Be interesting. Be human.
Then hit post.
Purrrhaps it's that simple.