It clicked for me today—creating software is becoming as simple as writing a tweet. And it might click for you too. Let me break it down.

Not long ago, creating something online felt exclusive—reserved for those who could navigate the complexities of HTML, servers, and raw code. Building anything digital required technical know-how. The internet was controlled by gatekeepers: developers, IT admins, and coders.

Then came the rise of social platforms. Tools like Facebook, Instagram, and YouTube democratized content creation. They lowered the barrier to entry, and suddenly, everyone could be a creator. The power shifted.

The same transformation is unfolding in software today—but it’s even more disruptive. AI isn’t just making software easier to build; it’s flipping the whole process upside down.

Think of how photography evolved:

• 2005: If you wanted to showcase your work, you had to code a portfolio site, manage servers, learn Photoshop, and deal with domain hosting.
• 2015: Instagram simplified everything—you just needed an account, a phone, and an eye for filters.
• 2024: We’re approaching a world where you simply hit ‘generate’ on an AI tool like Midjourney, and a professional-level image is instantly ready.

Now, the same leap is happening with software development. For years, it was a field built on technical mastery:

• 2015: The narrative was “Learn to code or die”—technical skills were seen as the ultimate competitive edge.
• 2020: No-code platforms like Bubble emerged, promising that “No-code will save us” by letting non-developers build software.
• 2024: We’re entering a new phase: “Just tell AI what you want.” The very definition of what it means to build software is being rewritten.

And here’s what’s critical—this shift is happening faster than anyone expected.

Just yesterday, Claude launched an API that lets AI agents use computers just like humans do: they can see screens, move mice, and input text. We’ve moved beyond AI writing code. Now, AI can control entire systems on our behalf, navigating interfaces and performing tasks that used to require human intervention. This is more than just a new tool for developers. Actually, it's not even for developers. It’s a paradigm shift in who can create, what they can build, and how fast they can iterate.

The real winners won’t be the best coders or even the most skilled AI prompt engineers. Just like the biggest Instagram influencers aren’t necessarily professional photographers, the future’s top software creators won’t necessarily be developers.

They'll be regular people like you who:

• Deeply understand real-world problems that need solving
• Know how to communicate the pain point in a simple yet beautiful way
• Rapidly iterate based on feedback without ego
• Build distribution/audience/community first, then layer on the product

You're probably seeing it already:

• Solo founders are building fully functional AI agents over a weekend.
• Non-technical makers are launching SaaS products on X
• Practitioners are translating their expertise into automated workflows, turning ideas into software with little-to-no software knowledge and waking up to new MRR

We’re witnessing the true democratization of software. Every maker is becoming a founder, and every idea has the potential to become an app or business.

The gatekeepers are gone. The tools are in your hands. And it's kinda magical.

It’s time to start building.

#1

Jason Cohen @asmartbear Google has a term "toothbrush product" for something you use 1-2 times per day. There was a rule for a while that they'll never make anything that's not a toothbrush product. Hence e.g. gmail, calendar, docs, and even the failed things like social media products. For SaaS,… https://x.com/i/web/status/1848780363021135896 1:36 PM • Oct 22, 2024 36 Retweets 410 Likes Read 27 replies

​

First time I heard of the concept "toothbrush product" and now it's something I can't get out of my head. It's perfection.

#2

Blake Robbins @blakeir Over the past 2.5 years, Sakurai (creator of Kirby and Super Smash Bros.) has uploaded 273 videos sharing his lessons and insights on game development. Today, he concluded the series. It's hard to believe all this content is free and easily accessible. What a gift. 8:30 PM • Oct 22, 2024 13 Retweets 281 Likes Read 9 replies

​

Reminder that the internet is amazing.

#3

Jordan Singer @jsngr software thoughts 6:59 PM • Oct 20, 2024 11 Retweets 190 Likes Read 11 replies

​

I had to reread this a few times. Tons of wisdom here on the future of where startups are going.

#4

Sam Gerstenzang @gerstenzang There are so many lookalike AI companies... the most likely outcome seems like they drive up CAC competing for the same customers w/ same product. And then the players with the existing distribution (vertical SaaS) companies win. 10:3 AM • Oct 20, 2024 3 Retweets 43 Likes Read 7 replies

​

Be different and build distribution.

New Startup Ideas Podcast (SIP) episodes🧃 The online directory tutorial and masterclass with John Rush (and why your next startup should be an internet directory) ​Apple, Spotify, YouTube​ ​ ​Sarah Lacy talks through two ed-tech startups should would start ​Apple, Spotify, YouTube​ ​ ​

​

Thank you for reading Greg's Letter. I hope you found it valuable. Reply if you did. I won't be able to get to every response, but I read every single reply.

And don't forget to subscribe to my YouTube if this gave you any value. You'll get free startup ideas every few days.​

And feel to join our paid membership for founders Community Empire to get tools, content, ideas and community to get you moving along your startup journey. If you want to build out your business, joining is going to accelerate you.

Until next week.

Be well,

© 2024 Late Checkout LLC
113 Cherry St #92768, Seattle, WA 98104-2205
​Unsubscribe