This page is my knowledge base: the ideas I defend, where I wrote about them, and what I changed my mind on. I update it each time I publish.
On AI and startups
Intelligence will be abundant, and concentrated
Money becomes chips and energy. Chips and energy become intelligence. Everyone will get an average intelligence, i.e. a very good assistant. The problems that need real intelligence will be solved by whoever owns the data centers.
Read: Why I Quit AI Research to Work in Marketing (October 2026).
When building is cheap, attention and trust are scarce
A SaaS took months to build, now weeks, tomorrow hours. Your product can be copied in a weekend. Your ideas, your face and your judgment take years to copy.
Provenance beats detection
People identify AI-written text at about 50% accuracy, a coin flip (PNAS 2023). Detection is a weak moat. A face, a voice and a name that takes responsibility are a strong one.
The business model of AI startups
What an AI startup really sells, and where the margin goes, written during the 2023 hype.
The Business Model of AI Startups · Should I start an AI startup during the ChatGPT hype? · The Intelligent Approach to Integrating AI in Startups
On marketing and founder brands
Win the idea market before the product market
Algorithms distribute ideas, especially original and contrarian ones, long before they distribute products. A founder with a voice makes every future launch cheaper, pivots included.
One million views cost about $27,000
That is the ad price of one million views for a US AI or SaaS audience ($27 CPM). Ideas can earn them organically.
The dice system
A format is a die: a few faces, one big number. Test mimetic formats and original ones, let the data pick winners, turn winners into templates, kill the rest. Most of your videos should be quiet.
Organic winners make ads cheaper
The platform tests organic content for free. Put the winners in your ads. Williwaw divided its cost per new customer by almost three.
Your voice beats a ghostwriter
Ghostwriters optimize sentences. Buyers follow a way of thinking. The raw material has to come from the founder speaking.
Creative-Led Growth
Sales-led, then product-led, now creative-led. The who comes before the process: the people and the ideas in front of the camera decide the growth.
Marketing should own the financial data
Lesson from Meublissime: the acquisition engine worked, the business model leaked cash. Stock, pricing and conversion decide whether marketing performance becomes profit. Marketing should lead the tempo and own the numbers.
Reputation and seniority
Do not Hire Marketing Interns · How Alex Hormozi Ruined His Reputation (Before Saving It)
From research
Several brains are better than one
My PhD: brain-computer interfaces that use several players at once. Combining the brain signals of several players can improve classification. Publications
Patient experience is data
At Siopi, testimonies of patients became a dataset to match people by symptoms and to understand who responds to which therapy.
What I changed my mind on
- I said humans would get better and better at detecting AI content. The research says the opposite. Provenance matters more than detection.