In this episode, Brian Balfour (Founder & CEO @ Reforge) deconstructs the two core, interconnected challenges leaders face in the AI age: deciding what to build and evolving the Engineering, Product, Design workflow to deliver it. We cover why you should avoid “the local maxima trap” and siphon off "skunkworks" teams to take high-risk, AI-native bets. Brian provides the blueprint for the "Great Distribution Shift," detailing how to reshape your product from the ground up to avoid being left behind as platforms close, and how to emerge as a winner in the new AI landscape. Plus, learn how to rethink what to build, avoid commoditization, compress product discovery from weeks to hours, scale feature variations & prototypes, evolve products to solve harder classes of problems and shift specialist roles from "inboxes" to system builders.