"Ship fast" is dead.
I agree with Olly on everything here, but I think the game is still on: the rules have just changed.
I run a launch platform that receives 300+ product submissions every day, and I can tell you two things:
1️⃣ Everyone is building the same things, creativity is DEAD for many. It means that it's possible to stand out.
2️⃣ The entry barrier is basically non-existant now, but the average quality of the products is absolutely devastatingly low
Most of what I see was built in a few hours and abandoned the next day!
It makes a lot of noise, and that noise makes founders feel hopeless, like they're one in 100,000,000 people selling the same thing to the same people...
But!
If you cut off the noise, things haven't changed much.
There are still MANY underserved niches everywhere, mostly for non technical people
But you have to stand out! You can't be:
❌ shipping a "meh" product with an "okayish" landing page
❌ generating 50 UGC videos and spamming cold emails
❌ switching ideas every 3 days because AI makes it feel cheap
and then hope customers will magically come 😬
What works: thinking. Sometimes without AI. Taking your time, picking one thing, and making it genuinely useful.
You have to THINK, by yourself and sometimes without AI. Taking your time, slowing things down, picking ONE thing, focusing, and making it genuinely good and useful.
I'll give you a super concrete example
👉🏻 It comes from a woman I've met 2 weeks ago while recording a podcast.
She worked for many years in amusement parks and museums.
After a while, she realized that they ALL have one thing in common: their shops are super badly managed.
People working there don't know how to run a shop, how to manage an inventory, run discounts, turnover is high, etc.
It's a super specific niche with a lot of issues. They're mostly non technical.
So she started building a SaaS for it, selling high ticket subscriptions and solving a real and strong problem. She goes herself into those parks and museums, show them the product, trains the staff to use it, increase their profits a lot.
She's already banking and will probably own the whole market really fast.
She didn't produce UGC content, sent annoying cold emails or anything. She just knew a market super well, took her time, and built one useful thing.
"Ship fast" is dead. The new rule is "Think slow".
Lots of founders are crashing out
A year ago AI felt like an incredible opportunity.
Most of us were able to ship faster, remove admin, and get time back.
Lots of engineering founders were even able to explore marketing for the first time: SEO, organic social, outbound.
Building complex systems that felt extremely productive.
But since then, a lot has happened.
Here’s some of the themes I’m seeing:
AI marketing isn’t working. At first it feels impressive and it looks good but for most it’s not driving results. This is made worse by the fact everyone has access to the same tools. Inboxes are flooded, buyers are fatigued, the economy is flat.
Engineers are fried. Yes you can ship more but for many the flow state has gone. It’s a new way of working and it’s not for everyone. The speed leaves many of us exhausted before 11am.
There’s a feeling of what’s the point? Is my product’s next feature going to be redundant in a year, or a month? Can’t AI do what my business does, better?
SaaS valuations have collapsed. From 3-4x revenue to 1x. There’s a sinking realisation that a large number of SaaS companies will go to 0 in the next few years. Building to exit seems almost crazy right now.
There’s far fewer buyers and far more sellers. These include vibe coders cloning products without the care or craft, contributing to the distribution challenges from people doing it the right way.
Lots of people are trying to make money by selling shovels. This just adds to the frenzied energy.
Build in public stopped being fun. A few makers realised that the new game is attention, and now everything feels insincere and stunt-driven. They are influencers not founders. Changes to the X timeline compounded the issues.
There are exceptions and there are still moats remaining, but the challenges feel existential