Framework
The Marketing Moat Framework
In 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.
How it works
- 1Software is commoditized. Getting people to find and trust your software is not.
- 2SEO built on fresh, original, human-written content that AI overviews actively reward.
- 3Brand and trust built through direct, personal communication with users.
- 4Distribution through social, search, and community that cannot be faked or automated at scale.
- 5SheetsResume.com ranks #1 on Google for 'AI resume builder' — achieved entirely through human-written, expertise-backed content.
- 6AI-generated content cannot produce original ideas because it recombines what already exists. Domain expertise is the non-commoditized input.
Hear it on the podcast
AI Didn't Take Your Job, It Froze the Hiring Line — Here's What That MeansListen 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.Marketing as the Last Non-Commoditized SkillYou can vibe-code a CRM in a weekend. Getting anyone to discover it is the real bottleneck.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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