People often email me questions they could have answered with ChatGPT. I just copy-paste the question, copy-paste the answer.

This isn’t new. From 1998-2005, I used to do this Google searches.

Even people who have Google Maps on their phone ask me for directions. I pull out my Google Maps and tell them. They don’t even get the sarcasm.

Effectively, I’m the Human-as-an-Interface (HAAI everyone!)

But I learnt today that this has historical precedent. Doormen, lift operators, doormen, the waiter who recites the menu, the secretary we used to dictate to, …

These can be high-paying jobs, too.

  • Consultants look at your watch and tell you the time.
  • Coaches make you talk yourself out of your problems.
  • Wealth Managers invest your money worse than index funds.

This happens because:

  • You’re buying convenience. “I don’t have to think or worry about it.”
  • You’re buying insurance. “The consultant said so.” “The auditor signed off.”
  • You’re buying status. “I can afford a butler.”

Also, we’re biased. Costly feels better than cheap (e.g. watches). Action feels better than inaction (e.g. mutual funds). Those we hire create (or lobby) work for themselves. It takes disruption (e.g. tech, regulation) to change this.

If you want to sell these, your scale depends on what people buy: Procedure, Brains, or Grey Hair

  • Companies sell procedure. Consultants, auditors, IT/BPO firms, …. have partners who sell, associates who work, and churn doesn’t matter.
  • Studios sell brains. Agencies have star-led small talented teams where churn matters. Scale hurts their agility.
  • Professionals sell relationship. Coaches, therapists, advisors, … have a person they trust. Scale is limited by their calendar.

Technology (SaaS, AI), by-products (books / speaking engagements) etc. can’t scale these much. Changing what they sell (products > procedure > brains) scales.

Of course, what you want to sell matters, and can change over time. I thought I wanted to sell products, but preferred selling brains. I’m now exploring procedure, and might retire with relationships.

Since people use me as a Human-as-an-Interface anyway, I’m going to monetize this. If you’re not paying, you’re the product.

Your question is my data point.
Your confusion is my next blog post.
Your recurring problem is my next software prototype.

Thank you for training my intuition on what the market is too lazy to do itself.