Ed Grosvenor
On Artisan Beer
“What AI can't solve for, and actually AI makes worse, is attention. It is so hard to get on the radar of your ICP. If you don't have a really good email list, or some way other than tweeting out in the void that I built this cool thing, it doesn't really matter how cool the thing is. You're not going to get people excited enough to actually use it.”
Artisan Beer · AI Builders · November 2026
Context
Peter asked how indie makers make real money when building and maintaining software are both getting easy. Ed's answer is that the scarce resource is now attention.
Transcript
…a lot of money, but it might be a matter of having to do like the Peter levels. Like I'm going to build 100 different things and maybe two of them will actually take off. But the thing is, right now, I think that the average indie maker could make 100 things. None of them would take off. I think
that's what's actually happening.
Because what AI can't solve for, and actually AI makes worse, is attention. It is so hard to get on the radar of your ICP. And, you know, if you, if you don't have a really good email list or if you don't have some way other than like tweeting out in the void that I built this cool thing, it doesn't really matter how cool the thing is. You're not going to get people excited enough to actually use it. So that's the other stuff. It's going to be like, how do indie makers get attention in a very distracted world?
I have one other theory, which we can talk about some other time. But so it's, well, I have two other theories. One of them is you sell to people that are like 18 months behind the curve.
Right.
So you're almost kind of sell, you're selling your maybe tool, whatever, but almost your expertise. And the other theory is you sell outcomes as in as in, okay, so final story. So I'm shutting down some companies that I created in the past. They're US C Corps because I made them with Stripe Atlas.…
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