Agentic Landmark: The Job Doesn't Change, The Agent Does
rseroter · x · 2026-09-01
Agentic Landmark explores commercial strategy by combining the "Jobs to Be Done" (JTBD) framework with the Three Horizons of AI evolution.
Core Thesis:
- The Job is Stable: The consumer's core job (getting the right product at the right price reliably) remains constant.
- The Mechanism Shifts: The means of executing the job is undergoing a horizon shift.
- Three Horizons of AI:
- Horizon 1 (Tool): Generative AI as copilots; humans drive the decision.
- Horizon 2 (Delegate): Agentic AI acts on behalf; consumer conscious role shrinks, moving brand influence from marketing to infrastructure.
- Horizon 3 (Transform): Business model transformation.
The article suggests that early builders in Horizons 2 and 3 have a compounding edge, urging brands to consider which horizon their infrastructure is built for.
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