Framework
Marketing as the Last Non-Commoditized Skill
You can vibe-code a CRM in a weekend. Getting anyone to discover it is the real bottleneck.
How it works
- 1Accept that building is no longer the hard part. Distribution is the bottleneck.
- 2Invest heavily in the skills AI cannot generate on demand: SEO authority, community trust, social presence.
- 3Treat distribution as a technical skill that requires deliberate practice and consistent output.
Hear it on the podcast
AI Didn't Take Your Job. It Froze the Hiring Line.Listen to the episodeMore from this episode
The Content MoatHuman-written, expertise-backed content is the last true differentiator in a world flooded with AI-generated text.Three-Criteria Build FilterThree questions before committing to any new product: business model, time involvement, and love.The Medium Is the HumanIn a world where nobody can tell what is real, being verifiably, vocally, provably you is the brand.Payroll Freeze as AI's Primary ImpactAI is manifesting as a hiring freeze, not mass layoffs — companies wait to automate before committing to headcount.The Marketing Moat FrameworkIn a world where software is rapidly commoditized, marketing has become the last defensible skill. Anyone can build a CRM in an hour on Claude. Getting people to find it is still brutally hard.The Human as Medium FrameworkWhen everything online could be generated, the human behind the product becomes the medium itself. Radical specificity and transparency drive trust and conversion when nobody can tell what's real.The Three-Filter Product Decision FrameworkBefore building anything, run it through three filters in order. The third can override the first two entirely — and increasingly, that's the right call.
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