Discovery is splitting into algorithms and answer engines on one side and trusted human recommendations on the other. The vaguely known middle gets crushed.
The idea
I think discovery is splitting into two worlds. In one, you search, ask an AI or open a feed, and something serves you a few answers out of billions; hence AEO, answer engine optimization, and everyone fighting to become the answer. In the other, a person you trust recommends a lawyer or a piece of software, and you trust the recommendation because you trust them. That's the human premium. Everyone stuck in between, like the person vaguely known by 8,000 people, gets crushed.
How to do it
Ask yourself: how will people find me?
Decide what you're doing to become the answer.
Decide what you're doing to become the person someone trusts enough to recommend.
Ideally do both, but make sure you're building the second. Algorithms change. Trust compounds.
Example
Lately I keep hearing the same story from people who built massive LinkedIn audiences: years of dutiful posting worked, until reach and clicks dried up. I think it's a preview.
Watch out for
I still consider this an idea in formation, so treat it as a direction to watch.
The Human Premium: As AI floods every channel, trusted human relationships become the main filter for attention. When you can't trust the channel, you trust the person.
Become Introduction-Worthy: Be describable in one sentence, respond to intros fast, make the introducer look good, and report back on what came of it.
Be Worth Knowing: Share your own take and what you're into; industry jargon makes you invisible, while personality and stories make you memorable.
The Chain of Trust: Trust travels through people. Beth trusts Jack, Jack trusts me, so Beth gives me five minutes. One careless, templated message can snap the link.