We’re entering a phase where AI makes it easier than ever for anyone to build their own solutions: custom processes and workflows tailored exactly to their needs.

This is a real challenge for businesses like ours that sell standardized services. When everyone can create their own version of what you offer, the value proposition of a packaged product gets harder to defend.

What I’m already seeing

• Notion + AI agents for scheduling: People building their own Threads content databases in Notion and using AI agents to handle the scheduling, essentially replicating what BlackTwist does, but customized to their exact workflow.
• DIY CRM with Claude Code: Someone built their own sales CRM that tracks conversions, maps which content drove those sales, and generates suggestions based on that data. Fully personalized to their business.

These custom solutions work because they’re built by and for the owner. Each one is unique.

A standardized product like BlackTwist can’t replicate that level of personalization, as we’d essentially need to build a different product for every user.

The bigger question

We’re entering a phase where the competition isn’t just other SaaS tools but the user’s ability to build exactly what they need themselves.

In a few years, highly customized workflows could become the norm rather than the exception.

What does this mean for how we position and build going forward?