Death of the "How-To" Business Model
The internet keeps making instructional content cheaper—and now practically free.
As information gets more and more free, there will be a shift in how monetizing knowledge happens.
As information gets more and more free, there will be less money in explaining HOW to do the thing (although more money for those who do it really well).
The evolution of monetization:
2000's: Sell a PDF on how to fix an Xbox.
2010's: Sell a video course on how to fix an Xbox.
2020's: Make videos how to fix an Xbox, get followers, do brand deal.
2025's: AI tells you how to fix your Xbox, for free, and helps you every step.
So if you were teaching people how to fix Xbox's, you could sell that knowledge directly and making money from it easily:
But now instead of needing a person’s video course or paid information, people just upload a picture and get a personalized fix from AI.
So "How to do X" is no longer a good business model unless you’re packaging it with community, speed, trust, or entertainment.
This means you have to either be:
The fastest (live help, done-for-you).
The most trusted (community or brand).
The most entertaining (personality-driven content).
Offer something non-replicable by AI (like physical service or hands-on support).
This tracks with the concept of "RaaS" where instead of selling people information, you sell the end result (Results As A Service).
Image Description
A simple flowchart shows the traditional "How to Do a Thing" model being bypassed. It visually represents the shift from needing instructional content to directly achieving the desired result.
Positive Aspects
This image effectively illustrates the main point of the blog post: the decreasing relevance of the "How-To" business model. By visually crossing out the instructional step, it reinforces the idea that direct access to results is becoming more common and desirable.
Key Takeaways
- Instructional content is becoming cheaper and increasingly free, impacting traditional monetization models.
- The business model has evolved from selling instructional PDFs to leveraging AI for direct solutions.
- Success in the "How-To" space now requires speed, trust, entertainment, or offering something AI can't replicate.
- The concept of Results as a Service (RaaS) highlights selling outcomes instead of information.
Additional Insights
The shift to RaaS is like moving from selling cookbooks to running a restaurant. Instead of teaching someone how to make a dish, you provide the meal. In a world where AI can give instant answers, people will pay for the experience, community, and assurance of quality. It's about adding value beyond what a free search can provide!
