g’day,
well… we’ve all been feeling it:
AI software is officially overcrowded.
there are dozens of AI startups in competition for every niche.
and in the case of voice generators and law firms, more than dozens.
a cursory glance at the most recent yc batch confirms this.
AI wrappers, for niche workflows that might not exist in a few years.
(on top of models that might eat your lunch).
it’s like building a house on quicksand.
so… when the world zigs, zag.
(advertising great john hegarty said that and it's stuck with me for years.)
so where's the zag?
i reckon it's physical.
not hardware in the shenzhen sense. not consumer electronics or chips.
i mean simple, well-made things. steel. iron. glass. wood.
this week on twitter i came across a post from an engineer who quit spacex to design, manufacture and sell a steel coffee machine.
no AI. no b2b saas. no venture capital.
just a classic product that solves a mundane problem.
he’s pitched it as being microplastics-free, but the real story is where it’s made (the USA).
and its utilitarian steel aesthetic.
as globalisation falls away, societies will turn to local products. especially those with a story to tell.
and i think this is where australia's next wave of builders comes from.
not from vibe coders and yc batches.
from tradies. mechanical engineers. makers.
those willing to think small. then leverage automation to scale big.
because the australian-made story is a genuine brand asset. and consumers will pay a premium for provenance, for buying something that lasts. for story.
start small. one product. a simple production line. sell online. ramp as you go.
you don't need a factory in shenzhen. you need a shed, a plan, and the nerve to ship.
the future of australian manufacturing doesn't start with government grants and billion-dollar battery plants.
it starts in garages. with people who make things.
are you building something physical? let me know and i’ll share next week.
charlie
