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The Next Great Distribution Shift

Brian Balfour · 18 Jun 2025

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Brian Balfour did not write this page.

Every claim below was made in this piece, quoted word for word and numbered in the order the piece makes them, so you can read it there rather than take our word for it. The sentence above each quote is our reading of the claim, not their wording. Each quote was checked against a stored copy of the page at build time; where the two differ, the quote is the fact.

  1. Our reading

    The AI technology shift has come without a distribution shift, and AI is destroying the channels products relied on.

    Their wordsBut there's a glaring problem—this technology shift has come without a distribution shift. In fact, AI is actively destroying the distribution channels we've relied on for decades.

  2. Our reading

    A new distribution shift is coming that will reshape how products find users as much as search engines and app stores did.

    Their wordsThe next great distribution shift is coming, and it's going to reshape how products find users just as dramatically as search engines and app stores did before it.

  3. Our reading

    Every major platform starts open to developers and closes once its moat is secure.

    Their wordsEvery major new platform follows the same playbook: They start open and generous, practically begging developers to build on their platform.

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