Having great ideas and lots to say doesn't necessarily make you a great writer. Sometimes a copywriter is just what is needed to help structure the thoughts and 'craft' the words. And just as a brochure needs to be 'on brand', an article needs to reflect the personality of its originator – the ghost writer is merely a facilitator.
Right: Zeitgeist thought piece for Rod Petrie, formerly Creative Director at Design Bridge and now life coach at www.rodpetrie.com
Below: one of a number of articles for Imperial Business Schools' IB Knowledge Hub, ghost written for faculty member, Dr Sankalp Chaturvedi