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SETH GODIN On the hiring line

There have always been two sides: Hiring people to do tasks and jobs, or hoping to be hired to do those tasks and jobs.

The difference now is that it’s increasingly difficult to find a good job to get hired for, and easier than ever to be the person who hires an AI or a person to do a task.

Our understanding of ‘entrepreneur’ needs updating. It’s no longer mostly about raising money, buying a factory, taking financial risks or even out hustling for sales. Instead, it’s an emotional shift–to walk to the other side of the hiring line.

If you can hire an AI to do tasks that solve problems for other people, you can do it again. If you do it well enough, you can do it for a living.

Projects, not jobs. Hiring, not being hired.

January 28, 2026