The Power of ‘Knobbly Monsters’ in Writing, According to Justin Oberman

In a recent LinkedIn post, Justin Oberman explores a fascinating linguistic technique that he believes is key to captivating readers: the “knobbly monster.” Oberman, drawing inspiration from a journalistic anecdote, argues that this creative approach to word choice can elevate writing from mundane to memorable, setting human-authored content apart from the increasingly prevalent output of AI.

The concept, as Oberman explains, originated with British journalists seeking alternatives to repetitive phrasing. He recounts the story of a reporter describing a crocodile attack who, to avoid saying “crocodile” repeatedly, coined the term “knobbly monster.” This seemingly simple innovation, Oberman suggests, is far more than a mere synonym.

“Writers call it a creative second reference. Linguists refer to it as an elegant variation. But all you need to know is that it’s a great way to say the same thing without saying the same thing.”

Oberman contrasts this with what he perceives as the repetitive nature of much online content, particularly on platforms like LinkedIn. He criticulates posts and newsletters that “hammer” the same keywords repeatedly, leading to reader disengagement.

The Human Touch in an Algorithmic Age

A significant portion of Oberman’s analysis focuses on the limitations of Artificial Intelligence in replicating this nuanced writing technique. He posits that AI, operating on pattern recognition, is inherently restricted to combinations of words and phrases it has encountered before.

According to Oberman, AI struggles with true originality in word choice because it lacks the human ability to invent novel descriptions for familiar concepts.

“And, unless you use it specifically for this purpose, AI is physically incapable of inventing a knobbly monster. It will never, on its own, call a crocodile a knobbly monster because no one has called a crocodile a knobbly monster before.”

He further cautions that attempting to force AI to create such variations can result in prose that feels artificial and “forced,” easily detectable as machine-generated. This artificiality, he argues, is the tell-tale sign of algorithmic prose.

Standing Out with Creative Repetition Avoidance

Oberman’s core message is that embracing the “knobbly monster” principle is a strategic way for writers to stand out. By replacing tired, repetitive language with fresh, evocative descriptions, authors can re-engage their audience and signal their human authorship.

He highlights examples beyond the crocodile, such as a bed being described as a “horizontal sleeping surface” or a sheep in a thicket as an “unfortunate ungulate.” These creative variations, he notes, serve to “wake them up” and provide a “tiny delight” for the reader.

“But a knobbly monster wakes them up. It creates a small puzzle. A tiny delight. It signals that a human wrote this, not a content machine.”

Oberman encourages readers to actively seek out and replace repetitive terms in their own writing. He frames this as a deliberate editorial act, urging writers to identify “tired little alphabet soldiers” and substitute them with more imaginative phrasing. This technique, he concludes, is not just about avoiding repetition but about injecting personality and spark into communication, ultimately making the content more compelling and effective.