Two things AI can't commoditise.
A 14-year-old with Claude can ship an app in a weekend. Now multiply that by millions.
New websites, iOS apps, GitHub pushes: all up 30-40% year-on-year. In 12 months. Your architecture is one Claude update away from being replicated by a teenager who learned to code last Tuesday. The engineering moat is gone. Not going. Gone.
Production costs are going to zero. Content supply has gone infinite. But there are only 8 billion humans and 24 hours in a day. That's the total supply of attention on earth. You can't print more of it. And CPMs are only climbing.
Meta CPMs crossed $40 in most B2C niches. CAC is up 222%. The average app converts at 1.2% on paid traffic, so for every 1,000 people you pay to click, 988 disappear. You're renting attention from Zuck at auction prices, bidding against every other founder running the same playbook they copied from the same thread.
The only difference between the original and every copycat: distribution.
The average successful podcast produces 30-50 clips per episode. Those clips reach 20-50x the full-episode audience. Most fans never watch the show. In 2024, both US presidential campaigns hired dedicated social clipping teams. 60-second clips reached more voters than any TV ad buy in history.
Build any product you want. Ship it in a weekend. Without one of these, it dies in the dark.
Not a marketer. Not a growth hacker. Not a GTM strategist with a Notion board full of OKRs and a Loom library nobody watches. A builder who treats distribution like an engineering problem: infrastructure, not campaigns. They don't run campaigns. They build the agents that run them. They don't write copy by hand. They build systems that generate, test, and iterate on hundreds of variations while they sleep.
One person ran all growth marketing for 10 months. Paid search, paid social, app store optimisation, email, SEO. Not with hustle. With systems.
Ad creation: 2 hrs → 15 mins · 10x creative output · 100 ad variations per batch
Building. Psychology. Audience. In one body.
The most valuable people to hire right now have their own channels, understand crowd psychology, and can build the systems to scale both. They're not waiting for a brief.
Not someone who builds decks, aligns stakeholders, and goes to conferences. A Distribution Engineer: part builder, part strategist. The person who builds the machine, not the one who operates it. One person with the right stack is worth more than a team of ten running the old playbook.