For most of my career, building software was the slow, expensive bit. You had an idea, then you waited months for something a customer could touch. That wait made companies cautious, and half the good ideas never left the meeting room.
That has changed. Working with AI, I can take an idea on Monday and have a working tool in front of a customer by Wednesday. Not a mockup. The thing itself.
But when building becomes fast, the bottleneck doesn't disappear. It moves. It moves to the questions most companies have been avoiding: who is this for, how will they find it, and who is going to sell it? Distribution. A product nobody can reach doesn't exist, however quickly it was built.
And distribution is harder to delegate than development. You can hire someone to build. You can't hire your way out of not knowing your customer.
So the question is no longer "can we build this?" The answer is yes, and fast. The question is "do we know who it's for, and how it reaches them?" Answer that, and technology is the easy part.