I used to think that products were the moat, but I’ve realized that’s not the case.

Now making products is too easy; one person adding a few AI tools can replicate what a team took half a year to produce in just a few weeks.
The technical barrier is rapidly decreasing, and what is truly scarce has become something else.
Who is more likely to be trusted?
That’s also why I increasingly feel that distribution is becoming the final moat.
Many people are still stuck in old marketing logic, thinking that more advertising, more channels, and more traffic buying can solve growth problems, but the reality is that most people are already completely immune to ads.
And AI makes the situation even more extreme.
Every day, the information flow is filled with大量低成本内容, titles becoming more exaggerated, emotions more template-like, and copy increasingly like machine-assembled text.
The result isn’t that content becomes more effective, but that everyone’s attention instinctively starts to drift away from marketing-like things.
That’s also why what truly moves people now is often a very ordinary real-person post.
Someone sincerely shares their experience, someone continuously outputs genuine opinions, and someone is willing to vouch with their reputation.
People are no longer just buying products, but who is recommending them.
Recently, I’ve increasingly felt that the value of a large follower count itself is depreciating, because AI can help you produce content in bulk but cannot create genuine relationships in bulk.
An account with hundreds of thousands of followers but no trust might have a lower conversion rate than a small creator with only three thousand core followers.
The most valuable asset in the future might not be traffic, but the ability to be trusted by a group of people over the long term.