Cheaper Building Makes Choosing What to Build the Harder Skill

Why Does Deciding Matter More Now?

This Muzli piece argues that AI has made building cheap while deciding what to build has stayed just as hard. The core idea is that when almost any product or feature can be produced quickly, the scarce resource shifts from execution to judgement. The short description frames this as a challenge for product managers and designers, who must now filter a flood of possibilities before anything reaches users.

For brand builders, the point lands close to home. Brands that ship fast without a clear reason risk diluting positioning and confusing customers. Anyone shaping product direction, brand strategy or design priorities should read it as a reminder to slow the decision down. The source is a short read, so treat it as a prompt to examine your own selection criteria.