I know you’ll find this counterintuitive, but you need to stop selling solutions to problems.
(Everyone tells you the opposite, right? Let me explain.)
Every economy in history has been organized around human limitations.
Things that were hard, slow, or confusing created opportunities for experts like you to charge for navigating that difficulty.
The more difficult and important the task at hand, the higher the chance you outsource it to an expert.
Every time something is confusing, slow, or requires expertise most people don’t have, an economic layer forms on top of that limitation. That layer extracts value by solving the problem the limitation creates.
But AI is here. And I'm a writer, copywriter, marketer. An expert with a target on my back.
The more I read about AI and use it myself, the more I sense that this time, the monsters under my bed are real.
Charging for expertise is about to collapse.
AI doesn’t have human limitations. It has infinite patience with complexity. It doesn’t have cognitive bandwidth constraints.
So every service whose core value proposition is “I navigate difficulty” is exposed.
This represents most services, products and content solopreneurs offer: from high-level B2B consultants to lifestyle digital creators.
If what you’re selling is the solution to a specific problem, looking for more visibility and pushing your prices down is the wrong mid-term strategy.
So what is?
Change. But change is hard.
Look at this graph showing data centre construction has jumped so much, it’s now on pace to surpass the general office market.
The machines need more space. The question is whether you'll have made yourself irreplaceable by the time they take yours.
Or read this Citrini Research thought experiment on the “2028 Global Intelligence Crisis.” It dives deep into why the entire professional services economy was built on a foundation that's now being pulled out from under it.
Yes, right now, AI is a cool tool to use. Getting cooler and cooler. The AI conversation everyone is having is “how do I use AI better.”
That question is valid, but I don’t think it’s the most important question for solopreneurs. The most important question is what kind of human/solopreneur do you need to become.
Now that’s a big question. Let’s break it down to a few more specific questions:
Who have I become through my specific life?
What do I believe that my field that my field would push back on?
Who specifically needs to encounter the way I see things?
What do I need to stop selling?
What can I actually sell as a solopreneur in the age of advanced AI?
What person do I need to become to deliver this value consistently?
Below, I'll focus on two: what to stop selling, and what to sell instead.
What you need to stop selling.
What would happen to your value proposition if your ideal client suddenly had infinite time, infinite patience with complexity, and access to all the knowledge in your field?
If the honest answer is “it would mostly disappear”, the value was sitting on top of the client’s limitations, not on top of something irreducibly human about what you offer. You were selling solutions to problems, which (as a copywriter) I know everyone’s always told you to sell.
If the answer is “they’d still want me specifically”, then you’re in a different category. You’re selling something that isn’t a solution to friction. You’re selling judgment, relationships, accountability, presence, and a specific way of seeing.
Many solopreneurs are selling a mixture of both solutions and non-solutions. Some of their value is rent on human limitation. Some of it is genuinely irreducible human value. The AI transition is going to separate those two things violently and visibly.
The practical move is to deliberately identify which parts of what you do are limitation-dependent and start migrating away from them now, before the market does it for you under pressure.
The people who do that migration consciously, on their own timeline, are the ones who arrive at the inflection point having already built the other thing. Everyone else discovers the distinction at the worst possible moment.