Santos: AI tools make product distribution harder and more critical than execution
Ricardo Vice Santos · #2290 He’s building an AI media empire · Dec 29, 2025 · at 28:30
Ricardo Vice Santos, founder of AI personalized book startup Dream Stories, discusses how modern AI tooling has shifted the core challenge of startup building from software engineering to distribution.
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“Particularly in the time where you have all these tools like you know, vibe coding, lovable, so on, so forth, where everyone can create the product. You can, you know, it, it's a great time in the sense that, you know, if you ever, you know, if you were ever the person at a party saying that have a, you know, the idea for the next Uber, well, congrats, now you can do it, right? You can, I can actually go out and build your next Uber. So I think the problem is actually not so much in it. There's some things that are still difficult, but the problem is not so much execution as much as the distribution part is like getting people to actually use it.”
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