Agency and Malleable Software: Rethinking Product in the AI Era

In this conversation with Max Schoening, Head of Product at Notion, a profound shift in how we approach software development and product creation emerges, centered not on skills, but on agency. Schoening argues that the true differentiator in the AI era is an individual's belief in their ability to shape and change the world around them, a concept he terms "malleable software." This perspective reveals hidden consequences for traditional roles and development processes, suggesting that the perceived "free" 10% of project initiation now democratizes innovation, but also amplifies the downstream complexity of true engineering. Those who understand and cultivate agency will thrive, while those clinging to rigid role definitions risk falling behind. This insight is crucial for product leaders, engineers, designers, and anyone seeking to navigate the evolving landscape of technology and build enduring, impactful products.

The "Free" 10%: How AI Rewrites the Rules of Product Creation

The landscape of product development is undergoing a seismic shift, driven by the accelerating capabilities of AI. Max Schoening, Head of Product at Notion, articulates a compelling vision where the initial stages of any project are now, in essence, "free." This doesn't imply a lack of effort, but rather a dramatic reduction in the friction required to explore ideas and build initial versions. For founders and product teams, this means the barrier to entry for experimentation has been significantly lowered, allowing for a broader exploration of potential product paths. However, this democratization of early-stage development introduces its own set of downstream consequences.

"The first 10% of every project are now free. That's how I would describe it. So there is no point for most things to, for example, write a, I don't know, the thing is has changed, I've never really been great at this, but like there's no point in writing a PRD if you can just do the janky version and and sort of, you know, do the, 'Here's the demo of like what I think we should build.'"

This "free" 10% fundamentally alters the traditional product development lifecycle. Where once extensive documentation and planning were prerequisites, now a functional prototype or a compelling demo can be generated with unprecedented speed. This allows teams to move faster, but it also means that the true engineering challenge--the remaining 90% of making software reliable, scalable, and delightful for millions--becomes even more critical. The temptation to simply churn out features, fueled by the ease of AI-assisted creation, can lead to a proliferation of software that, while abundant, lacks the enduring quality and robustness of meticulously engineered products. Schoening's emphasis on "shots on goal" reflects this new reality, encouraging teams to experiment widely, but with an implicit understanding that the true value lies in identifying and refining the core, exceptionally good ideas.

Agency: The Unseen Superpower in a Malleable World

At the heart of Schoening's philosophy is the concept of "agency"--the belief that one can enact change and shape their environment. He posits that in an era where AI is rapidly democratizing skills, agency is the true differentiator between those who thrive and those who are left behind. This is not about having the most advanced technical skills, but about possessing the conviction that the world, and the tools within it, are malleable and can be influenced. This mindset is particularly potent when applied to software development, where the ability to see beyond predefined roles and contribute across disciplines--designers coding, PMs prototyping--becomes paramount.

"I suspect that this is also something that has always been the case, and we would just categorize this as founder versus not, and if you start a startup versus not, which is agency. I think before it was very easy to always say, 'Well, I will never be able to do this because [insert skill issue].' And I think we're realizing that even if you have the skills at your fingertips, because now, I don't know, an AGI-adjacent model helps you, the thing that matters is agency."

The implication of this is that traditional job descriptions and role boundaries will become increasingly fluid. Individuals who demonstrate high agency are those who don't wait for permission or instruction; they identify needs, experiment with solutions, and drive change. This is exemplified by individuals at Notion who, unprompted, began coding prototypes or actively recruited for critical roles, demonstrating a deep-seated belief in their ability to influence the company's trajectory. This proactive, self-directed approach is the engine of innovation, particularly in a world where software itself is becoming more malleable, allowing for greater customization and personal adaptation.

The "Tiny Core": Where Enduring Products Find Their Superpower

Schoening's analysis of successful products consistently points to a singular, exceptionally good "tiny core" as the secret sauce. This isn't about accumulating a vast feature set, but about perfecting one fundamental aspect that delivers immense value. This core idea, whether it's the iPhone's multitouch interface, GitHub's pull request system, or Notion's blocks and slash commands, becomes the product's superpower. The danger, he warns, is falling into the trap of believing that adding more features will inherently make a product better.

"One of the biggest pitfalls is if you get into the loop of, 'If I just add one more thing to the product, it'll finally be great.' That never works."

This principle highlights a critical consequence for product strategy: the pursuit of incremental additions can dilute the impact of a product's core strength. Instead of chasing feature parity or breadth, teams should focus on refining and perfecting that one essential element that resonates with users. This requires a deep understanding of user needs and a willingness to resist the temptation to over-engineer or add complexity for its own sake. The success of products like Dropbox, which excelled at its core function of file syncing, or Heroku's git push heroku master command, underscores the power of a singular, well-executed idea. This focus on a "tiny core" also suggests that durability and quality, rather than sheer volume of features, are the true drivers of long-term product success.

Key Action Items

• Cultivate Agency: Actively seek opportunities to take initiative, experiment with new tools and approaches, and drive change within your sphere of influence. Recognize that your belief in your ability to shape your environment is your most powerful asset.
• Embrace Malleable Software: Experiment with tools and platforms that allow for customization and adaptation. View software not as a rigid construct, but as a malleable medium that can be shaped to your specific needs.
• Identify and Refine the "Tiny Core": Focus product development on perfecting one fundamental, exceptionally valuable aspect of your offering. Resist the urge to endlessly add features if it detracts from the core strength.
• Prototype and Iterate Rapidly: Leverage AI and modern tools to quickly build and test initial versions of ideas. Embrace the "demos not memos" philosophy to gather feedback early and often.
• Develop Taste Through Repetition: Understand that taste is a skill honed through practice. Engage in consistent creation, seek feedback, and surround yourself with high-quality examples to develop your discernment.
• Prioritize Durability Over Trendiness: Focus on building products and skills with long-term value, rather than chasing fleeting trends. Invest in understanding fundamental principles and robust engineering.
• Champion Specialist Roles (Even as Roles Merge): While roles may converge, recognize the enduring value of deep specialization. Ensure that the pursuit of broader skill sets does not come at the expense of true mastery in critical areas.