Amplied
A person can now build, in a weekend, something that would once have taken a team a year. The tools are free or close to it. The platforms are open to anyone who turns up. The barrier that used to sit in front of making has, for practical purposes, gone.
Almost nobody will see it.
That isn’t a failure of effort. It’s arithmetic. The supply of made things has grown enormously. The demand for attention has not - the same number of people, the same number of hours in a day, and rather less patience than before.
When making was hard, making was the filter. Scarcity did the marketing for you.
Build it and they will come was never quite true, but it used to be less false. Difficulty was itself a signal: if a thing existed at all, somebody had wanted it enough to pay for it in time and skill. That filter is gone, and nothing replaced it.
So the bottleneck moved, and most of our attention stayed where it was. The advice, the tooling, the courses, the weekend energy - nearly all of it still points at production, which is the part that is no longer scarce.
Amplification is the work that’s left. Not promotion, which is broadcasting at strangers. Not growth hacking, which is arbitrage on somebody else’s platform until they patch it. Something narrower: one specific thing, put where its people already are, said the way they already talk.
Unglamorous. And most of the job now.