Earlier this week, Sam Altman, the CEO of OpenAI, described a new use for ChatGPT:
Author Alex Hirsch replied with the perfect retort:
"What if you just talked to your children?"
It's a funny joke. But Sam Altman's original tweet should make every creator uncomfortable.
The Endgame of ContentMaxxing
ContentMaxxing is the belief that creating more content, better content, or more optimized content will solve your revenue problem.
AI takes that philosophy to its inevitable conclusion. Why create one podcast for thousands of listeners when AI can create a different podcast for every single listener? Not personalized recommendations, but personalized episodes. One podcast, one person, generated fresh every day.
If AI can generate the perfect podcast for every individual, why would anyone listen to yours?
The same question applies to newsletters, YouTube channels, blogs, courses, and almost every other form of content. No human creator can compete with an unlimited supply of individually tailored content.
The Competition Has Changed
For years, the advice has been simple: make better content. Better content was a competitive advantage. AI is taking that advantage away.
If the competition is about content, AI wins. The only winning move is to compete somewhere AI can't.
What AI Can't Create
AI can create content for your audience. It can't create relationships between your audience members.
It can recommend the perfect podcast, but it can't make two listeners become friends. It can personalize information, but it can't make people feel like they belong. It can generate another episode, but it can't give people a reason to come back because of the other people in the room.
That's the flaw in ContentMaxxing. It assumes you can outdo everyone else with your content. But as content becomes easier to produce, it also becomes easier to replace. Relationships, on the other hand, can't be replaced.
That changes the game. If you can't win by creating better content, you have to win by creating something better than content.
Community.
AI can create content for your audience. It can't turn your audience into a community.
Ready to Take the First Step?
If you're ready to stop competing in a game that AI is going to win, The Why? Workshop is the first step.
In just 90 minutes, you'll define the shared purpose that gives people a reason to come backā€”not just for your content, but for each other. It's the foundation of every successful Community Revenue strategy.
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