Trust will be in lowest supply in next 10 years
Shaan argues that as AI-generated deepfakes flood the internet, trust will become the scarcest and most valuable resource of the next decade.
Snapshot · My First Million
5 ruthless business lessons from one week in NYC
Explore episode
Jul 7, 2026
Where this was said
Lesson: Trust
At 27:10 · chapter starts 23:39
At Fly Fish, Sam encounters Jack's Dining Room — a 22-year-old food creator with tens of millions of followers and a brand ecosystem called YesChef spanning guides, festivals, a run club, and thousand-dollar private jet culinary experiences attended by Machine Gun Kelly and Leonardo DiCaprio. Sam is immediately struck not by the business model but by the asset underneath it: trust. [1] — Sam Parr "As AI floods the internet with fake content, trust becomes the scarcest resource. Food creator Jack's Dining Room has built a goldmine of i…" 23:50 In a world where every Instagram video raises the question 'is this fake?', and where AI tools can now generate hyper-realistic influencer personas with consistent faces and styles that post endlessly without anyone detecting the fraud, authentic trust is becoming the internet's scarcest currency. Sam argues podcasters like himself and Shaan are well-positioned because audiences know they are real humans. But Jack has something rarer: food trust at scale. Every one of Jack's 10 million likes is a person who would drive an hour to try a restaurant he recommended. Sam's pitch: build Jack's List — a Yelp competitor where Jack's single pick in any city is the answer, with no noise, no fake reviews. Jack hedges; Sam offers to build it himself and give Jack 10-20%.
Trust Is the New Gold: Jack's Dining Room and the Yelp Killer
As AI floods the internet with fake content, trust becomes the scarcest resource. Food creator Jack's Dining Room has built a goldmine of it — millions of followers who trust his restaurant picks. Sam Parr pitched him to build a Yelp competitor powered by a single trusted voice: one list, one pick per city, no noise. Jack passed. Sam offered to build it himself.
Jack's Dining Room has tens of millions of followers
Food creator Jack's Dining Room, aged 22-23, has tens of millions of followers and a full ecosystem of brands under YesChef.
AI Deepfakes and the Coming Trust Crisis
AI can now generate hyper-realistic influencer characters with consistent faces, jewelry, and style — and flood social media with them indefinitely. Within 12 months, we're heading into peak fakeness. When everything is easy to fake, the people who are verifiably real become exponentially more valuable.
Noah Flan and the AI Potty Training Song
Shaan Puri used AI music generator Suno to create a folk/Americana character named Noah Flan — the off-brand Noah Kahan — who sings potty training anthems for his daughter. The result: 'Let It Flow,' a surprisingly catchy song that actually worked. He's now building an entire library of AI-generated songs for parenting milestones.
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