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

Every founder has a version of this story. Mine just happens to include AI.

Ido and I are co-founders. He’s one of the busiest people I know, deep in product, engineering, and design.

So when I send him updates, I don’t expect a reply. But I still write them. In detail.

Because I know his AI agent will pick them up, extract what matters, and act on it,  scheduling, tracking, following up.

Ido stays in his Zone of Genius, focused on what he does best. The system handles the rest.

The Other Shift No One Talks About

AI hasn’t just changed how we work. It’s changed how we write.

We’ve even started redesigning things like the FAQs on our product. Not for human readers, but for AI agents.

We know most people won’t read every line. Their agents will.

So we rewrote the content to be structured, scannable, and machine-readable, so when an AI assistant looks for information, it can summarise, explain, or take action instantly.

We’re no longer just communicating to people. We’re communicating through their agents.

What’s Actually Changed

Before AI, communication was limited by human attention. We shortened updates, skipped details, and moved everything to meetings because no one had time to read.

Context died in Slack threads. Follow-ups slipped through the cracks.

Now, context isn’t lost. It’s captured. Agents read everything. They summarise, assign, and execute.

Humans no longer communicate to manage tasks or speed, we communicate to transfer understanding.

The Shift

This is the new shape of collaboration:

• Humans share richly because AI can parse and prioritise.

• Agents handle the coordination layer.

• People stay focused on judgement, creativity, and decisions.

AI hasn’t made us communicate less. It’s made communication matter more.

We don’t write to manage bandwidth anymore. We write to make intelligence compound.

The Big Shift View

AI hasn’t just changed how we work. It’s changed how we communicate as organizations.

We used to write for human attention. Now we write for human + AI understanding.

That’s the evolution:

• From chasing inbox zero → to building context-rich systems.

• From status updates → to shared intelligence.

• From writing for humans → to writing for hybrid teams of humans and agents.

That’s the real Big Shift. Not fewer emails. Smarter ones.