When execution becomes free, what are you really selling?
Milton Correa and Jones Krahl just revealed something uncomfortable: the ad industry's sacred "1% idea, 99% execution" rule died.
AI killed it.
Here's what they shared in our latest Super Unfiltered conversation:
→ The vinyl-doll paradox: A trend went viral not because of production quality (AI made that accessible to everyone), but because the concept was novel. When everyone has the same tools, the idea is all that's left.
→ Personalization at scale is table stakes: Their clients aren't asking if they can create thousands of personalized ads. They're asking what comes after they can do that effortlessly.
→ Taste is the new competitive advantage: Rick Rubin gets paid millions for his taste, not his technical skills. In an AI-rich world where a graduate student can build a website in 30 seconds, your ability to discern what's worth making matters more than your ability to make it.
The uncomfortable truth? If AI can execute your idea as well as you can, you weren't really a creator, you were a production assistant.
The non-negotiable skill now isn't what you know today. It's how fast you're willing to learn while everything changes.
So here's Supergood question: If everyone can execute at the same level, what makes your creative work irreplaceable?