October 27, 2026
Artifacts are going to zero
AI is making lots of business artifacts dramatically cheaper to produce.
Things like:
- Copy
- Code
- Research
- Designs
- Presentations
- Reports
If you label yourself as someone who makes business artifacts like these, it’d be pretty understandable for you to be nervous about AI.
For example:
“I’m a copywriter.”
“I’m a coder.”
“I’m a designer.”
These labels define you in terms of the deliverables you produce, which are exactly the things AI is rapidly making cheaper.
So what can you do instead?
Position yourself based on the pain the client hasn’t been able to shake, no matter how much AI they throw at it.
In short:
“I help [ideal buyer] with [expensive problem].”
Here’s the thing...
Stop defining yourself by the artifacts you produce and start defining yourself by the problem you solve.
You might still produce the exact same artifacts, but solving the problem is what’s actually valuable to the client.
Yours,
—J