Why franchising is now the wrong metaphor
Procedures scale humans. Policies scale AI systems. The franchise model breaks when consistency comes from intent, not scripts.
Procedures scale humans. Policies scale AI systems. The franchise model breaks when consistency comes from intent, not scripts.
Task-masking isn't laziness. It's rational behaviour in systems that reward activity over outcomes. AI removes the last places it hides.
Org charts show who reports to whom. Capability maps show where decisions actually happen. In AI-first businesses, only one reveals how work gets done
The businesses that will have AI-literate workforces aren't waiting for someone to train them. They're building the capability themselves.
Tailwind CSS is more popular than ever—revenue down 80%. Stack Overflow, Chegg, bootcamps: same pattern. AI disintermediation spares no one.
Gerber's technician, manager, and entrepreneur personas hold up. But they no longer map to people — they map to capability layers in AI-first firms.
Gerber taught founders to replace themselves with systems and people. AI changes what that means. Here's where the original insight breaks.
Where AI capability really lives — and why arguing about models misses the point entirely. A framework for what matters.
Some creative objections to AI are legitimate. Others are elitism dressed up as principle. Lumping them together weakens the real arguments.
In 2016 I gave talks saying chatbots would change everything. Eight years later, they have — just not how I expected.