The world’s best companies, rebuilt for the AI era

Every week, The Rebuild takes one important company apart and asks what you would build if you started it today.

First, we explain the business: how it makes money, how the work gets done, and the decisions that made it successful. Then we draw a new operating model using today’s AI and software.

The before-and-after diagrams are the signature of the series. They make the argument visible: what changes, what stays, and where the new business would have to earn its advantage.

Written from an operator’s perspective

I’m Will Deane. I run businesses and use AI in real operational work. That experience shapes the questions I ask about the companies we cover: what would actually work, where would the system fail, and who would still need to make the decision?

The subject is the company. My experience is the lens.

What you’ll get

Each Rebuild includes the business model, the important decisions behind it, an AI-native redesign, the parts that still require people, and one lesson you can use in your own work.

New Rebuilds arrive on Thursdays. The weekly essay is free. Video breakdowns and conversations with operators will develop alongside the newsletter.

Start with a company you know

The first Rebuild is Costco: how to design a membership warehouse business today while preserving the reasons people join and return.

Over time, the series will cover companies across retail, software, media, finance, logistics, and the physical economy.

Subscribe to get the next Rebuild in your inbox. Reply with the company you want to see covered, or the part of an analysis you would challenge.

Will