Distribution matters more now that building is easiy
As AI lowers the cost of building, the harder problem shifts to attention, trust and distribution.
For a long time, if you could ship software, you had an edge. But for me to create this website, the only skill I needed was to visualise this, and instruct AI accordingly.
The cost of building is falling, but the cost of getting attention is not.
In fact, it is getting harder.
More products, more content, and more tools will compete for your users’ attention. In that world, distribution becomes more valuable than the product itself.
Not because product quality stops mattering, but because quality is no longer scarce.
This changes how product teams should think. Shipping faster is useful, but it is no longer enough. Understanding where users are, how trust is built and how behaviour spreads becomes just as important as what gets built. Building is cheaper, distribution is your moat.