Categories
AI Business

The Wage of Knowing

In 1973 the Los Angeles Public Library installed a telephone line that worked while the building was dark. Dial H-O-O-T-O-W-L on a rotary phone, nine at night until one in the morning, and a librarian would answer. Somebody wanted to know the boiling point of mercury, or who wrote a poem they half remembered, or how many wives Henry VIII actually had, and a person on the other end of a cord found out. This went on for years. Nobody thought of it as data collection. It was just a service, a courtesy, a woman at a desk with a card catalog in her head.

I worked, in another life, in the payments industry, back when a merchant who wanted to charge your card had to call in and ask permission. There were rooms for this. Banks of phones, a bulletin of stolen numbers updated by hand, a floor limit past which a supervisor had to be found. The people answering the phones were, more often than you would guess, college students. Twenty years old, minimum wage, deciding in real time whether a stranger’s card was good. Nobody trained them for six months first. They learned the bulletin, they learned to listen for something wrong in a voice, and they said yes or no.

I have been driven, recently, by a car with nobody driving it. I noticed the wheel turning on its own and I braced for the wrongness of it. Thirty seconds later I was not bracing. I was looking out the window. The data says I was right to relax: across two hundred and twenty million miles, the cars involved in this experiment cause a small fraction of the serious crashes a human would have caused over the same roads. I did not need the data. I needed thirty seconds.

None of these people knew what they were doing. That is the thing about the librarian and the college student and, for that matter, about me learning to trust a wheel that moves by itself. The librarian was not building a search engine. The clerk was not training a fraud model. He was making rent. Their competence was not evidence, to them. It was just Tuesday. It became evidence later, to someone else, in a room they never saw — the accident logs, the chargeback data, the accumulated record of a million correct guesses that turned out to be exactly the material a system needed to learn the job and take it.

This is the part that is easy to get wrong. It is not that the human failed and the machine succeeded. It is that the human succeeding, over and over, in full view, was the demonstration that the job could be learned. You do not automate a task nobody can do. You automate the one being done well enough, often enough, for long enough that the pattern becomes visible. Doing the job right was never neutral. It was the case being built.

Which brings me to a woman I will call the lawyer, because there are thousands of her and none of them are exactly her. She has a laptop open at her kitchen table. She logs into a dashboard belonging to a company that pairs credentialed people with the AI labs that need them — a doctor here, a banker there, a corporate attorney with fifteen years of contract law behind her. She reads a model’s draft of a merger agreement and marks where it reasons like a first-year associate instead of a partner. She rewrites a clause. She explains, in the margin, why the model’s version would get laughed out of a negotiation. She is paid well for this. More, some weeks, than she billed certain clients.

She knows exactly what she is doing. That is the difference between her and the other three. The librarian did not know she was leaving a trail. The clerk did not know his good judgment would become someone else’s weights. I did not know, thirty seconds into that ride, that I was participating in anything at all. The lawyer knows. She is being paid, by the hour, at a rate that respects her expertise, to make her expertise legible enough that it no longer requires her. The company she works for has a name for this. They call it the reinforcement learning economy, which is a tidy way of saying: teach it everything, and then it will not need to call you back.

She does the work anyway. The rate is good. The work is interesting, in the way that teaching is interesting — you learn what you know by trying to say it clearly enough for someone else to use. Nobody is lying to her. The dashboard does not pretend to be anything other than what it is. She logs off at the end of the session the way anyone logs off after a long day of being excellent at something, tired in the specific way that comes from careful work, and she does not, from what I understand, spend the evening thinking about what she has just fed into the machine.

I keep coming back to the rotary dial. Somebody dialing H-O-O-T-O-W-L at midnight in 1973 could not have imagined the lawyer at her kitchen table. But the shape is the same, if you look at it long enough. A person answers a question well. The answering becomes a record. The record becomes a system. The system answers next time. Nobody in the room ever decided this was the plan. It just turned out, every time, to be the plan.

Categories
AI Business Consulting

The Toll Bridge and the Terrain

For fifteen years of my life, I lived inside the fortress of information asymmetry. I was part of a payments consulting business, and our model was exactly what Andrew Feldman described on a recent Moonshots episode when he pointed a sharp finger at traditional professional services.

His observation was simple, cutting, and entirely true:

“Their role today is to stand between ordinary people and obscure knowledge. And the application of that obscure knowledge to everyday problems.”

When I heard him say that, it landed with a quiet thud of recognition.

For a decade and a half, my colleagues and I were the ones standing in that gap. The payments industry—with its labyrinth of interchange fees, compliance structures, clearing networks, and legacy tech stacks—is a monument to obscure knowledge. Clients didn’t come to us because we possessed some divine, unreplicable wisdom. They came to us because the map was locked in our heads, and navigating the terrain without us was a recipe for an expensive disaster.

We charged for our time, and we earned it. We untangled complexity and solved real, everyday business problems for people who just wanted to move money safely from point A to point B.

But looking back now, I can see the architectural flaw disguised as a premium service. The economic foundation of that entire era relied on friction. It relied on the fact that it took an immense amount of human energy to retrieve a piece of obscure data and map it onto a specific business dilemma. You weren’t just paying for strategic guidance; you were paying a premium on artificial scarcity.

We are living through a moment where the marginal cost of intelligence is rapidly trending toward zero. When the barrier of “obscure knowledge” evaporates, the traditional toll bridges begin to look absurd.

For anyone starting a consulting business today, the playbook would have to be entirely different. When an LLM can parse thousands of pages of network operating rules, interchange tables, and regulatory compliance frameworks in a handful of seconds, the gatekeeper’s standing ground liquefies.

If your value proposition is merely standing between a client and a hidden database, your business model isn’t just flawed—it’s obsolete.

Yet, this collapses into a fascinating paradox. You might assume that when you democratize expertise, you eliminate the need for the expert. But as Dan Shipper recently observed, the reality of AI is completely counterintuitive.

Shipper points out that AI effectively packages up “yesterday’s competence” and makes it cheap and ubiquitous.

Suddenly, anyone can generate a complex contract, a software pull request, or a payments flow strategy with the click of a button. But when cheap competence skyrockets, adoption explodes, resulting in an unprecedented glut of generic output—what the internet has collectively taken to calling “slop”. It’s the default, lazy answer that lacks soul, context, and nuance.

When everything begins to look and smell the same, a strange thing happens: the market’s demand for genuine difference sky-rockets.

The shift we are facing across all professional services—whether legal, financial, or consulting—isn’t about eliminating the expert. It is about changing the expert’s job from data-retriever to orchestrator and judge. The floor has been raised. Yesterday’s ceiling is today’s baseline.

What remains is the ability to read a room. To watch a client’s shoulders tighten when you present an option that’s technically correct but organizationally impossible. To notice the glance exchanged across the table before anyone speaks. No LLM parses that. The map is universal now; the guide still has to be in the room.

We don’t need fewer guides; we need fewer toll booths. The future of consulting doesn’t belong to those who hoard the map. It belongs to those who use a universally available map to help people actually walk the terrain.