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«If that works, it would be like a dream» That’s the feedback we got from Tobias Martinsen at Plaace. DM me if you are stuck with any of these issues: 1. You know you should post more on LinkedIn/X/Insta/Tiktok 2. It takes too much time for you to write it yourself consistently 3. You don’t like AI slop (Selfies required)

Brand used to matter a lot. I think we have collectively lost sight of just how much. I brought this point up quite a lot lately, and I will probably bring it up again: anyone can technically make any product. (Even before AI, with the right team and enough capital, you could replicate almost any product's functionality. AI just made that process faster and cheaper.) So if the technical barrier to building things keeps shrinking, what is actually left to compete on? Let's look at GTA. People will not buy GTA6 purely because the underlying tech is unreplicable. Many other studios have similar engines, similar talent, similar budgets. What they do not have is the track record. GTA3 sold more than 14 million copies. GTA4 did about 25 million. GTA5 has now passed 225 million copies sold, making it the second-best-selling video game of all time, behind only Minecraft. Each release sold harder than the last because the previous one had already earned people's trust. GTA6 is probably going to be a fantastic game, no argument there. But part of what is pulling people in is the brand. They are not just buying a game; they are buying GTA. This is the part that gets overlooked in most conversations about AI and competition, since everyone is focused on the production side: can AI build it? How fast? How cheap? But production was never really the obstacle to whether something succeeds. Distribution and brand were always the harder problems. So there is a case to be made that the more accessible the tools become, the more valuable brand becomes (even though the instinct is to assume the opposite, that AI flattens the playing field). Technically, maybe it does. But a level technical playing field does not necessarily mean a level trust playing field. If anything, the gap between you and a thousand similar products might come down to whether people already believe in you. So if you are building something right now and your strategy leans entirely on execution, it might be worth sitting with this question for a second: When the tech itself stops being the differentiator, what is the reason someone picks you? For me, the answer keeps coming back to brand.

"Brew the coffee. Open the laptop. Ship. The secret is there is no secret." I get the spirit of this, and I respect it. But I think it's missing something important. Building was never the hard part, especially now. AI made shipping fast for everyone, including your competitor and the other 10,000 people reading the same post. The harder part is getting anyone to actually see what you built.

«If that works, it would be like a dream» That’s the feedback we got from Tobias Martinsen at Plaace. DM me if you are stuck with any of these issues: 1. You know you should post more on LinkedIn/X/Insta/Tiktok 2. It takes too much time for you to write it yourself consistently 3. You don’t like AI slop (Selfies required)

Brand used to matter a lot. I think we have collectively lost sight of just how much. I brought this point up quite a lot lately, and I will probably bring it up again: anyone can technically make any product. (Even before AI, with the right team and enough capital, you could replicate almost any product's functionality. AI just made that process faster and cheaper.) So if the technical barrier to building things keeps shrinking, what is actually left to compete on? Let's look at GTA. People will not buy GTA6 purely because the underlying tech is unreplicable. Many other studios have similar engines, similar talent, similar budgets. What they do not have is the track record. GTA3 sold more than 14 million copies. GTA4 did about 25 million. GTA5 has now passed 225 million copies sold, making it the second-best-selling video game of all time, behind only Minecraft. Each release sold harder than the last because the previous one had already earned people's trust. GTA6 is probably going to be a fantastic game, no argument there. But part of what is pulling people in is the brand. They are not just buying a game; they are buying GTA. This is the part that gets overlooked in most conversations about AI and competition, since everyone is focused on the production side: can AI build it? How fast? How cheap? But production was never really the obstacle to whether something succeeds. Distribution and brand were always the harder problems. So there is a case to be made that the more accessible the tools become, the more valuable brand becomes (even though the instinct is to assume the opposite, that AI flattens the playing field). Technically, maybe it does. But a level technical playing field does not necessarily mean a level trust playing field. If anything, the gap between you and a thousand similar products might come down to whether people already believe in you. So if you are building something right now and your strategy leans entirely on execution, it might be worth sitting with this question for a second: When the tech itself stops being the differentiator, what is the reason someone picks you? For me, the answer keeps coming back to brand.

"Brew the coffee. Open the laptop. Ship. The secret is there is no secret." I get the spirit of this, and I respect it. But I think it's missing something important. Building was never the hard part, especially now. AI made shipping fast for everyone, including your competitor and the other 10,000 people reading the same post. The harder part is getting anyone to actually see what you built.

1h masterclass w/ Anders Braavold from Brave. Key takeaway: MEDDPICC 𖣣 Metrics. Economic buyer. Decision criteria. Decision process. Paper process. Identify pain. Champion. Competition. A few things that stuck with me: 1. Whenever you find a Pain, dig deeper. "We're losing time" is not pain. "We're spending 40 hours a month on this" is. 2. Your champion is not the person who likes you. It's the person who will sell for you when you're not in the room. 3. The best sales people have so much conviction that they literally think that you would be 'a fool not to buy from them' (Sebastian Lingjaerde Ferraz) and this a mindset shift that you can practice with mindfulness. Super cool to hear how you worked on mindfulness at the Ice Hockey. Big thanks to Anders for a session with zero fluff, to Maria Katarina T. Michelsen for setting it up, and to Runway FBU for hosting. #sales #founders #meddpicc #startups #oslo

Software engineer. PM. Growth. At AI-native startups, these are no longer job titles; they are shifts. Founder roles are becoming increasingly hybrid, a reality we regularly experience at Crafted. Nowadays, a normal day looks like this: In the mornings, we focus on GTM engineering and cold calling. We build actual systems: outreach flows, content pipelines, the machinery that gets us in front of the right person before our competitor does. During the day, we are in the business: actually delivering services to our clients. In the evenings, we work on product engineering based on what we learn from delivering services, so we can automate parts that are becoming repetitive or where AI can help. (Because whatever we built six weeks ago is probably already the slow way of doing it, or needs significant improvement.) Nobody is assigning this role to anyone. There is no job posting for "does GTM, ships product, and rebuilds the stack weekly." As a founder or early employee in an AI-service company these days, you just become it. I guess this is what "founder" means now. Not a title; a rotation.

1h masterclass w/ Anders Braavold from Brave. Key takeaway: MEDDPICC 𖣣 Metrics. Economic buyer. Decision criteria. Decision process. Paper process. Identify pain. Champion. Competition. A few things that stuck with me: 1. Whenever you find a Pain, dig deeper. "We're losing time" is not pain. "We're spending 40 hours a month on this" is. 2. Your champion is not the person who likes you. It's the person who will sell for you when you're not in the room. 3. The best sales people have so much conviction that they literally think that you would be 'a fool not to buy from them' (Sebastian Lingjaerde Ferraz) and this a mindset shift that you can practice with mindfulness. Super cool to hear how you worked on mindfulness at the Ice Hockey. Big thanks to Anders for a session with zero fluff, to Maria Katarina T. Michelsen for setting it up, and to Runway FBU for hosting. #sales #founders #meddpicc #startups #oslo

Software engineer. PM. Growth. At AI-native startups, these are no longer job titles; they are shifts. Founder roles are becoming increasingly hybrid, a reality we regularly experience at Crafted. Nowadays, a normal day looks like this: In the mornings, we focus on GTM engineering and cold calling. We build actual systems: outreach flows, content pipelines, the machinery that gets us in front of the right person before our competitor does. During the day, we are in the business: actually delivering services to our clients. In the evenings, we work on product engineering based on what we learn from delivering services, so we can automate parts that are becoming repetitive or where AI can help. (Because whatever we built six weeks ago is probably already the slow way of doing it, or needs significant improvement.) Nobody is assigning this role to anyone. There is no job posting for "does GTM, ships product, and rebuilds the stack weekly." As a founder or early employee in an AI-service company these days, you just become it. I guess this is what "founder" means now. Not a title; a rotation.