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You're Staring at a Plywood Box.

Hamish Nicklin · CEO & Co-Founder ·

Rant incoming.

Still think AI is overhyped? Are you still boringly wanging on about how everything sounds the same because of it and therefore it's not for you, etc? (Yes, that's a hook, now get over it and read on!)

Well this post is for you.

I don't think your problem's AI, per se... I think it's that you've only used ChatGPT to write a few emails badly, perhaps you've played with Replit or Lovable, or maybe you've just read loads of slop from other people who equally have no f*cking idea how to use the tool and now you think you understand what's possible.

You don't.

My business partner Stephen has 25 years experience as an engineer from huge global tech companies (and he's the one who builds things properly for our clients) - but he's been through my code on GitHub and couldn't believe what's possible now compared to even just a year ago (nah, 3 months). That's the point. Not that I'm an engineer as I'm obviously not. The point is what these tools can actually do when you stop dismissing them based on a sample size of one badly-prompted chatbot (that's got progressively worse recently).

You sound like Darryl Zanuck, head of 20th Century Fox, who said in 1946 that "television won't hold any market because people will get tired of staring at a plywood box every night." He saw a plywood box and completely missed the revolution that was to come.

And look - if you're still complaining about "ChatGPT tone" it really just shows you have NO IDEA, so maybe stop whingeing and start exploring (and use Claude, it writes better). Or not, I don't care. I know what I've built and I know it works.

I've been holding that in for far too long. But recently there have been too many people I genuinely respect talking about AI in a way that - and I hate to say this - seems to come from a place of total ignorance, and I couldn't hold it in anymore. I love you dearly, but good lord, get in the trenches if you're going to fire shots!

And no, I definitely wouldn't be able to land a 747.

If this sounds like your business.

Most of what we write about starts inside the licences you already pay for. The way in is a quick call - tell us what's going on and we'll tell you honestly where we'd start.

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