Creative Chaos
The new distribution arbitrage nobody is talking about
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Three founders launch three similar products.
The first spends weeks crafting launch posts.
The second buys ads.
The third does something unusual.
He spends two days creating a dataset.
Guess which one wins.
Most founders still think distribution is about channels.
Twitter.
LinkedIn.
Reddit.
TikTok.
SEO.
Product Hunt.
But over the last year, I’ve noticed something changing.
The founders getting disproportionate attention aren’t necessarily better marketers.
They’re becoming primary sources.
A few weeks ago I came across a founder building software for recruiters.
Instead of writing another article about hiring trends, he manually collected thousands of job postings and analyzed them.
Then he published one simple finding:
Companies were asking for AI skills far more often than they were six months earlier.
The post exploded.
Not because the writing was exceptional.
Not because he had a massive audience.
Because he possessed information nobody else had.
Everyone else was sharing opinions.
He was sharing evidence.
This matters because AI has quietly changed the economics of content.
For years, the internet rewarded people who could package information.
Today AI can package information instantly.
What AI struggles to create is new information.
Original data.
Original observations.
Original experiences.
Original access.
That’s where the opportunity is.
I think many founders are still competing in the old game.
They’re creating content designed to be consumed.
The founders growing fastest are creating assets designed to be referenced.
That’s a completely different goal.
One disappears after it’s read.
The other gets cited repeatedly.
Let’s make this practical.
Imagine you’re building software for newsletter creators.
Most founders would publish:
“10 Newsletter Tips For 2026”
Nobody remembers that.
Instead, imagine analyzing 500 newsletter sponsorships and publishing average CPMs, click-through rates, and sponsor categories.
Suddenly you’re not creating content.
You’re creating infrastructure.
Every creator writing about newsletter monetization now has a reason to mention you.
The same logic applies almost everywhere.
Fitness founders can publish benchmark reports.
SaaS founders can publish pricing databases.
Agency owners can publish proposal libraries.
Ecommerce founders can publish ad spend datasets.
The goal isn’t traffic.
Traffic is a side effect.
The goal is becoming difficult to ignore.
What’s fascinating is that AI is making this strategy stronger every month.
The more generic content floods the internet, the more valuable original information becomes.
That creates a strange opportunity.
The future of distribution may belong less to marketers and more to researchers.
Less to creators and more to collectors.
Less to people who produce content and more to people who discover something worth talking about.
Most founders are asking:
“How do I get attention?”
A better question might be:
“What information do I know that nobody else has assembled yet?”
Because in 2026, attention increasingly follows evidence.
And evidence is still remarkably scarce.
— Tom
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