One of the best things about writing a book is seeing someone you respect take an idea somewhere unexpected.

Dave Wright and I recently joined DisrupTV with R “Ray” Wang and Vala Afshar to talk about our new book Infinite ∞. Before kicking off that conversation, my longtime friend John Nosta joined in ahead of his interview.

John and I have shared keynote stages around the world, and he has a gift for pushing technology conversations into deeper questions about humanity, cognition, and meaning.

After our conversation, John published a fascinating piece in Psychology Today exploring what happens when AI makes intelligence, productivity, and output increasingly abundant, i.e. Infinite.

He asked, what happens when the old ways we measure advantage stop telling us what actually matters?

If AI allows dramatically more output with dramatically less human effort, then familiar signals such as headcount, scale, productivity, and even access to intelligence may become weaker proxies for value.

One of John’s lines that stood out was this, “The ruler hasn’t broken. We may simply be measuring the wrong thing.”

That idea connects directly to what Dave and I explore in Infinite: as AI changes the economics of work and organizations, leaders will need new ways to define differentiation, value, and advantage.

John takes that thinking in a direction I think every leader should explore.

Read his piece, “When Infinity Breaks the Scale.” And if the question resonates, Infinite goes deeper into what it means to build a company for a world where intelligence is no longer scarce.