What matters when anyone can build

Figma's CPO Yuhki Yamashita argues that as AI makes building accessible to everyone, speed alone is no longer a competitive advantage. The real differentiators are direction (choosing what's worth building by exploring multiple ideas in parallel and in depth) and craft (actively shaping outputs beyond AI defaults to create intentional, distinctive products). He advocates for a new collaborative workflow where teams use AI to generate multiple concrete prototypes simultaneously, compare them together, and then refine relentlessly rather than accepting the first 'good enough' result.