Making millions from investing in the "AI index"

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.