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Key Takeaways AI makes software cheaper to build, but understanding real problems matters more than ever.
Winning products separate assumptions from reality and continuously learn from real user behavior.
The advantage shifts from coding speed to clarity of thinking and proximity to truth.
I have had a software development studio for years. For many years, it had perfect sense: I was selling teams, hours and delivery. Clients understood it, I understood it, and everybody knew exactly what was being delivered in exchange for money.
And then, somehow, in the last year or so, I started to notice that the thing that I was selling wasn’t becoming harder to deliver; it was becoming easier to deliver elsewhere. Not in some abstract “future of work” kind of way that we all like to discuss from stage at conferences, but in a very real, very tangible way.
One week, another AI tool comes out, then another tool and I just assumed that it would slow down at some point. It didn’t.
What surprised me was that I wasn’t terrified by it. If anything, it made something clearer: my work was never really about code. Code was the visible part — the part you could scope, deliver and charge for.
But whether a product actually worked had much less to do with code itself than with how well you understood the problem behind it. In the end, code is just where your understanding of reality (or your misunderstanding of it) shows up.
We’re about to be flooded with software
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