When writers think about storytelling, they tend to think about the outward content they create. But for business coach Ed Gandia, storytelling is also internal — and oftentimes, the stories people tell themselves are the most important stories they create.

“How are you interpreting what’s going on around you and what’s happening to you?” Ed explained to me. “It’s very important that you’re aware of the story you’re telling yourself at any given time so you can interrupt patterns and stories that are not serving you.”

There are countless business coaches advising professionals all over the world, but Ed quickly carved out a narrow niche, opting to work with independent or self-employed freelance writers, copywriters, and marketing professionals.

For the past 20 years, his goal has been simple: help teach writers how to earn more in less time doing work they love for better clients.

“The people I work with are very good at their craft, but they don’t really know how to run a business effectively,” he said. “That’s where I help them. I help them take the gifts and the talents they already have and help them get paid much more for that work, and do that consistently and predictably.”

Becoming a writer’s coach

Ed never meant to work with writers. Heck, he never meant to be a business coach.

He started his career in corporate sales and found himself at companies that did not have good marketing materials. So he created his own content — and quickly discovered he was pretty good at it.

Ed’s content started generating sales, and with that momentum, he decided to learn more. It wasn’t long before he had a side hustle creating sales and marketing materials for other companies. In 2006, his side hustle became a full-time business.

He went on to co-author a book (“The Wealthy Freelancer: 12 Secrets to a Great income and an Enviable Lifestyle“), create a blog and newsletter, and launch a podcast (The High-Income Business Writing Podcast). The podcast is entering its 14th year and approaching 400 episodes, each featuring case studies or expert interviews filled with actionable advice for writers. In total it’s been downloaded well over 1 million times.

Changing the AI narrative

In 2025, Ed pivoted his business. He heard concerns about AI replacing writers, but he didn’t believe it was that simple. He saw an opportunity for writers to embrace AI — to leverage its capabilities and make them better at their craft.

To do that, though, writers need to change multiple internal narratives. The first is about AI.

“AI is commoditizing the creation and execution layer of the work,” Ed said. “The problem is, if you look at it as a binary, meaning if you look at it as either I do the writing or this thing does the writing, there’s going to be a winner and a loser. I saw other paths that writers could take.”

The second, and perhaps more important narrative, involves understanding what it takes to be a good writer.

“Good writing requires many other skills — creative thinking, critical thinking, creative problem solving, solid communication skills,” Ed said. “Most writers have those skills, but they have focused too much on the visible part, which is the output. So much of writing is all these other things and those are not going to go away — if anything, those are going to have greater value. AI is missing the other elements. That’s what writers can bring to the table.”

Giving writers an AI advantage

To help writers stand out with AI, Ed first had to learn more about its applications and capabilities. He created an AI Advantage Hub as a monthly subscription offer to help writers strategically deploy AI in their business and in their project work with clients.

Ed also made an AI clone of himself, a decision he initially feared would end his coaching career.

He spent two months training Ed on Tap — the name of his AI clone — with the frameworks and lessons he developed over the past two decades. It’s designed to have Ed’s voice and his knowledge, but be available whenever users need it.

Instead of killing his coaching business, it’s been a valuable compliment to what he offers. More than 95% of AI Advantage Hub members have used Ed on Tap, and the retention rate for the monthly subscription program is over 90%.

Those numbers validate what Ed’s believed throughout his career as a business coach.

“There are a lot of things that get in the way of telling a great story,” he said. “There’s a lot of friction in the process. I also firmly believe that anytime you can use tools to help you reduce some of that friction and keep you in a flow state for longer and more frequently can be a massive help. These AI tools, when used responsibly, can really help you stay in a creative zone longer and focused on what really matters, which is crafting a powerful story.”

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3 storytelling tips for you

1) Rewrite the internal script

Before you can tell a great story to the world, you have to examine the one you’re telling yourself. Ed teaches that self-awareness is the starting point for growth. If your inner narrative is rooted in fear or scarcity, it’ll leak into everything you create.

2) Let your path shape your point of view

Ed didn’t set out to coach writers. He followed what worked, leaned into what felt useful, and let the journey sharpen his lens. Apply that same mindset to your content. Our paths and our experiences are what give our stories their edge. Lean into what makes your path unique.

3) Use tools to reduce friction, not replace thinking

AI didn’t replace Ed’s coaching. It amplified it. His approach with Ed on Tap and the AI Advantage Hub is a reminder that smart tools can unlock flow, not just efficiency. The best stories aren’t cranked out faster — they’re told with more clarity and intention. Use tools to clear the noise so you can focus on what matters most.