I’m Amos Bar Joseph, co-founder of Swan, the first Autonomous Business OS. At Swan, we’re building what we call the Autonomous Business: a company that scales to $10M ARR per employee with no bloat, no assembly lines, no Cog Culture. Just humans in their zone of genius, amplified by AI agents.

I write The Big Shift to share contrarian insights from that journey, on GTM, leadership, and the future of work. If you want to understand how GTM evolves beyond playbooks and assembly lines, this is where the story unfolds.

This Week’s Newsletter

The secret isn’t AI replacing humans. It’s AI amplifying genius.

I closed 100+ deals in 60 days with:

• Zero sales team.

• Zero marketing spend.

• Just me, and my AI agent swarm.

Here’s the system that turned one founder into a 100x GTM machine, and why most teams are building AI backwards.

The Backwards AI Trap

Most GTM leaders still see AI agents as cheap SDR replacements.

Digital workers to spam prospects at scale. But that’s exactly backwards.

When you build AI to replace humans, you get human-level mediocrity at robot scale.

That’s why conversions tank.

The Amplification Model

Here’s what actually works:

AI agents aren’t your employees. They’re your amplifiers. I don’t have 30 digital SDRs making prospecting calls.

I have 30 specialized agents making me 100x better at the things I’m already great at.

One human genius, exponentially scaled.

The Zone of Genius Principle

The job of my agent swarm is simple: Keep me locked in my zone of genius.

Your zone of genius is that intersection where you’re naturally excellent, deeply energized, and creating disproportionate value.

At Swan, our moonshot is $10M ARR per employee with just the three founders.

That only works if each of us operates purely in that highest-leverage zone.

Everything outside that zone gets delegated to intelligence. Everything within, amplified by it.

My Zone of Genius: Storytelling → Pipeline

For me, that zone is storytelling.

• Spotting stories that cut through the noise.

• Writing content that goes viral.

• Turning attention into pipeline.

So we built an agentic system that amplifies every step of that process:

• AI agents scan for viral story patterns.

• Surface the highest-intent prospects from my content.

• Turn LinkedIn engagement into qualified pipeline automatically.

The result: $1.5M in monthly pipeline from my own storytelling, powered by AI amplification.

From Chaos to Playbook

Maja Voje and I spent weeks taking this chaotic system and turning it into a replicable playbook. Because the same principles that amplified my genius can amplify yours.

Whether you’re in RevOps, enablement, or sales, the path is the same:

• Identify your zone of genius.

• Build an agentic system that protects and amplifies it.

• Scale brilliance, not mediocrity.

The Big Shift View

The future of GTM isn’t AI replacing humans. It’s AI making humans 100x more valuable. The GTM. assembly line is dead. Cog Culture is dying.

The next era is about zones of genius scaled by swarms of intelligence. At Swan, we’re building the first Autonomous Business OS to make that possible.

Because the future of GTM won’t be powered by cogs. It’ll be powered by creators.