How this channel uses the term In the conversation with Mike Maples Jr., the how vs. the what names a distinction between two places a startup's insight can live: the what is the product — the feature, the technology, the thing you ship — while the how is the business model — the way the company creates and captures value around that product. Maples argues most people equate insight with product features or technical novelty, but a real edge can sit in the business model instead. Why it matters for AI strategy The channel frames this distinction to explain Maples's concept of counter-positioning: the strongest AI strategy isn't another software license (a what), but offering AI as a substitute for expensive labor (a how). Competitors can copy a product feature; copying a fundamentally different business model means disrupting their own economics — which incumbents rarely do. How to use the distinction When evaluating an AI opportunity, explore both layers: <KeyPoint>The what — the product or feature — is usually the most visible and most copyable part.</KeyPoint><KeyPoint>The how — the business model — can hold the durable insight, especially when AI replaces costly labor rather than adding a feature.</KeyPoint><KeyPoint>Counter-positioning wins when your how forces incumbents to choose between competing with you and abandoning their own profitable model.</KeyPoint>