In the last three years, machines learned to write, to reason, to see. They pass bar exams. They fold proteins. So why does a seller still end every day typing what happened into a database? Why is the most human job in the enterprise the one most buried in software?

I've been building for twenty years. Search at Google. Ads on Maps. A transit business at Uber. Then I co-founded Glean and built much of its core. Every product I made was good at the same thing: you have a need, you go to the software, you get what you came for. Pull. The software never once came to you. Then a road biking accident put me in the ICU the same week ChatGPT shipped, and I had a long time to lie still and think about what that asymmetry had cost people.

Here's what I believe. Selling is conversation. Judgment. Trust built one call at a time. That's the human part, and no machine should touch it. Everything else — the tracking, the remembering, the updating, the chasing — is science. Machines should have taken it years ago. They couldn't. Now they can.

Aida is our attempt. LLMs finally make it possible to build software that watches the state of your world and pushes what matters — a chief of staff, not another tab. When we tested the idea, I pitched sellers for five minutes and then stopped talking. They spent the next thirty telling me what it should do. We've been building exactly that ever since.