Shaan Puri shared a smart (and lazy) way to invest: skip picking individual AI stocks and just invest in the “AI index.” It’s a simple idea—but there’s a big marketing lesson baked inside.
The Marketing Analysis
Instead of chasing every new AI product, build your brand or offer around the category itself. Become known as the go-to person, company, or newsletter for “AI tools,” not just one tool.
Why It Works
People trust categories more than single claims.
It future-proofs your message as the category grows.
You collect attention from all rising tides, not just one wave.
It simplifies your positioning—no need to bet on which tool wins.
Examples
Morning Brew launched Emerging Tech Brew—covers AI broadly, not one brand.
Zapier’s AI directory ranks across AI search terms, not just “Zapier AI.”
Product Hunt’s AI section captures massive traffic as the AI category booms.
