The second startup with kickass engineers in two weeks who sent over an eng blog post about a cool thing they built that is... TERRIBLE
Because it is 95% or more AI
A punishment to read. Half the thing not defined when you put in the effort to parse the overcomplicated sentences, filled with filler adjectives, and AI mannerisms slapped on top.
So if someone is determined enough to spend 3-5x as much time reading it as a human-written text would take (thanks to the funky grammar AI likes to do with technical writing), you realize the damn thing is full of holes, and whowever wrote this is making things up.
Because the AI is making things up!! And the dev who was given the writing assignment probably chose the easy route; no one read beyond the first sentence; and then they shipped slop.
My hottest take is that brand marketing is going to be THE major differentiator and one of the most prized assets for a company going forward.
And, I’m not talking about launch videos or pouring money primarily for “aesthetics” simply to pump the valuation. You still need retention before attention.
I’m talking about thinking through what a company stands for and understanding the “vibe” of what’s happening in the market. Being relentless on the long term goal while also thinking through how to showcase the company in the short term. And doing it every week.
Especially if you think agents become the primary user for most products, then to get the attention of a rapidly attention deficit audience (aka humans) you’ll need to stand out consistently in how you present the company.
These folks primary have been given tier 2 roles and passed up for CMOs many many times. I think this will finally invert in the next 10 years where you’ll hire these folks as cofounders or at least give them a big seat at the table.
Normally the design centric CEO tends to be this, but those are rare and you’ll need to learn how to hire for this role. Just like a good product marketer, these are exceptionally rare so you have one hold them close!!
And it’s not just this PM. Mentioning it because this person USED to be a good writer, was curious, had good ideas… pre-AI. Then something “broke” (from my POV).
There are many many more and for some reason people don’t realize that if you write for humans, AI output is… dull, verbose, uninteresting and shallow. Eg
One reason so many CTOs / VPEs / Head of Engineering folks are having such a hard time + burning out is "founder mode" is in at many startups.
This mode does not mix with engineering leaders used to leading orgs at startups and Big Tech 2010-2025. From @paulg :
I never considered that building a gym booking system or events booking would be all that exciting/challenging: but with agents about to swarm all of these systems (or already are): I revise this take.
Now, any type of booking is a much more difficult kind of problem to solve!
(sorry rant incoming) Most companies aren't getting an ROI on AI because they're using it to build and automate things that shouldn't exist in the first place.
Me included. I killed 3 agents this weekend because they were costing me more in maintenance/opportunity cost.
But we shouldn't be surprised by this.
Few things actually drive outcomes. Most of what we do is busy work (ouch! hard pill to swallow)
But it's true. It's why the Pareto principle exists: 20% drive 80% of the outcomes.
Instead we get shiny object syndrome and suddenly throw all the fundamentals and first principles out the window and assume AI will fix everything.
Which is how we end up with startups like the one I spoke to the other week who's spending $100k a month in tokens whilst revenue is flat.
Here's the hard truth:
Finding what actually drives value, defining it, working out what levers to pull and then creating absolute focus on them is hard!
AI will only be a force multiplier _IF_ you can direct AI at what is actually driving value.
And that's not founders vibe-coding AI chat bots. Let's be real, that's not the most important thing a CEO and CTO should be doing! (also a true story 😬).
~80% of life-time software costs is maintenance. And even if AI is not costing you time, it's costing you attention and cognitive load. There's always a cost.
So that 5 minute automation is never 5 minutes. It's a quick death by 1,000 cuts and I've lived this firsthand.
Anyways. Rant over.
Thanks for coming to my ted talk.
p.s. If you're interested in learning more about how you go about defining what is actually valuable, where that 20% actually is. I'm doing a live stream on Wednesday on how to do this in practice. Register here: https://t.co/haQIglGOVu
(fyi the live stream was unrelated to this post, but now that I think about it, perhaps subconsciously I've observed this and that's why I felt like I need to talk about it...)
We just launched @TareBioInc (@ycombinator S26)! 🚀
We make personalized or population-level vaccines for any cancer or infection in weeks. We've already cured cancer in mice and will vaccinate our first patient within the year.
For over 200 years, vaccine design has followed these steps: study the insult → try to predict protective antigens. This works for simpler diseases, but has struggled for decades on more complex ones like HIV, TB, Hep C, and nearly every cancer.
TareBio reverses this approach, instead of trying to predict which antigens might work, we read out immune cells already fighting the disease in the body and reverse-engineer antigens that activate them. We leverage the immune system (which has been optimized for this exact problem over millions of years) to do the hard work. The same platform works for any cancer or infection by changing one input: the immune imprint.
About us: I’m Eta, founder and CEO. I built this platform over the last 8 years as part of my MD-PhD at @uclacaltechmstp with funding from @gatesfoundation. Before this, I did my undergrad at @MIT with most of my time dedicated to cancer immunotherapy and infectious disease research at the Koch and HMS. TareBio’s scientific advisory board includes Darrell Irvine, PhD (Vice Chair of Immunology at Scripps, Former MIT Professor of 22 years, world-renowned vaccine engineer) and @ManishButte, MD, PhD (Chief of Immunology at UCLA and expert rare disease clinician).
If any of this resonates, please reach out at [email protected]. And a big thank you to our YC partners @agupta and @finbarr for supporting our vision!
🔗 Read our full YC launch here: https://t.co/dyxDziOd8M
🔗 LinkedIn launch: https://t.co/JKDxs3HcE6
One of the easiest ways to stand out when writing or creating videos or posting:
DONT. USE. AI.
Suddenly you sound distinctively different from 80%+ ppl who do and output the same verbose + nicely formatted stuff that feels all the same (+ most ppl stop paying attention midway)
I've heard a lot of questions about Fable's availability on subscription plans.
While it will come off subscriptions after July 7th, we aim to restore Fable as a standard part of our subscriptions as soon as capacity allows, as we mentioned in our original blog post.