A post came out on Reddit where they tore me to pieces: supposedly I’m selling AI courses, so I go around telling everyone that software isn’t worth anything anymore, just so I can show up and explain things - but it isn’t actually true.
What happens when something becomes a commodity
What happened to professional photography and imagery when Instagram arrived, along with 200-300 euro phones with a camera? What’s happening to content now that you can prompt an agent to create content in your place? What happened to everything that became a commodity?
The value moved elsewhere. And when value moves, the skills that matter move with it. In 2026, knowing how to program isn’t worth a damn on its own. It can give you the foundations to build things, but if you don’t know the niche you’re getting into, you’re already done for, because that matters more.
So yes, I do corporate courses - by the way, Reskill has opened its new season, get in touch if you’re interested in a solid corporate course on agents for technical people. And I openly tell technical people: stop programming, start focusing on where the value is moving.
Where is the value moving?
It’s moving to data: the data you manage to accumulate, manage and possibly distribute, as long as it’s hard to copy. It’s moving to design, to the famous idea, to marketing, to distribution.
Look at the splash PewDiePie made with his AI project. He’s a YouTuber. That thing is garbage, he didn’t write a single line of code - but he’s PewDiePie. And I believe there will be more and more cases like this.
Something similar happened with television. The TV host used to be someone preselected upstream to speak to millions of people. Then social media arrived, and everyone talks. It’s the same for software: now anyone can make software, so who stands out? Not quality. Emotion stands out, polarization stands out, the meme as a cultural element stands out, and so does knowing the people who actually use that software.
Until now the biggest barrier to entry was technical skill, and now that barrier is gone. So give yourselves a good shake and move. Keep your skills, but you have to move toward something that has value, because programming no longer does.
A song for encouragement
This video isn’t meant to be negative. It’s meant to be encouragement. So I’ll leave you with what I’ve been singing to myself lately, walking in the park and in the shower. It’s a Roman stornello that gives me a lot of encouragement, and I invite you to learn to recite it too:
Give it hard, give it soft, make the veins in your neck swell, give it hard, give it soft, make the cheeks of your backside shake.
