Stop making people come to your AI. Bring it to them.

Your killer app's biggest competitor is a new browser tab

We're seeing a TON of new platforms and systems that offer incredible functionality, I'm not here to dismiss that in any way.. BUT (you could feel that 'but' coming, right?)... Injecting AI into the places that people are already working makes waaay more sense when possible.

My main discipline is marketing - I've spent 20 years jumping between tools every other month, it's exhausting but there's always a core group of tools that survive and it tends to be communication tools. Whether it's simple like Slack or WhatsApp, or Project Management like Jira, Monday etc. this is where the teams do their work.

I have an oversimplified ask: If you're making a cool tool for a business try and find a way to bring it into their existing workspaces. That way you don't have to deal with as much behavioral change/resistance of logging into a new tab each time (I know, I know.. I'd love to change the world with a killer app too). As useful as your tool is; the accessibility/ease-of-access will always be somewhat of a hurdle and it's something to keep in mind.