The cost of knowing

The cost of building collapsed. That's real and that's incredible, and I'm not here to be the guy who says AI is bad. I use these tools all day. Like, I'm going really hard in the paint with this, grabbing every board. It's completely changed my business.

I got in early. When ChatGPT first came out I spent hours a day on it, and I gave mine the personality of Chuck Palahniuk, the guy who wrote Fight Club. I called him Chuck GPT. He cussed a lot and got a little sassy with me, I cussed him right back, and our philosophical discussions at 3 a.m. were pretty epic. These days it's Claude, and it's wired into just about every system I have, for work and for everything else.

But collapsing the cost of building doesn't collapse the cost of knowing. And when the building feels free, the temptation is to skip the knowing entirely. Chuck would have said that with a lot more swearing.

Knowing is who the thing is for and whether it should exist at all. When I started Perception I filled pages and pages with logo mockups before I landed on the Penrose triangle, the impossible shape in the logo. Every one of those pages would be free now. Picking the triangle, and knowing why it was the one, is still the part that costs something.