Summary
Greg Isenberg lays out 13 types of businesses he believes are worth building in the agentic era. He argues that owning the right assets matters more as AI agents make many services abundant, while rejecting the idea of an inevitable permanent underclass.
The list starts with AI-native service firms, where agents handle most of the delivery and humans review exceptions. He uses a bookkeeping firm charging per completed job as an example, and points to creative-agency models such as logos or ads as a service. He also makes the case for offline, experience-driven businesses, citing the Toronto-born sauna club Othership and its membership model, and suggests starting with a “food truck” version of a concept to keep costs down.
Further sections cover harnesses, which he calls the new GPT wrapper. These are products that combine a model with industry tools, workflow rules, and memory, as in legal AI tools like Harvey and Spellbook. He also discusses robotics and physical AI, including Osmo and its window-cleaning-as-a-service model.
The video suits founders, operators, and anyone weighing where to focus as agents take over more routine work.
📺 Source: Greg Isenberg · Published October 06, 2026
🏷️ Format: Opinion Editorial
