Whether or not you believe that flawed Anthropic graph or Jack Dorsey’s stated reasons for laying off 40 percent of his staff at Block, the message is the same: AI is doing more of the rote click-work that sustained the laptop class. The knowledge workers who thrive will be the ones who can add something extra—judgment, taste, and expertise.

The problem is that most of us have no good way to prove those things, and we’re not very good at it. For decades, brand names did the heavy lifting. Previous experience at McKinsey or Goldman Sachs were buzzwords that signaled to a hiring manager: This person can build a model and make slides, and someone selective chose them.

But brand names don’t work as a heuristic for expertise anymore. Was that Google alumnus a pixel pusher or a genuine decision maker? The soft skills that matter most in an AI-augmented workplace are invisible on a traditional resume.

One answer is portfolios. Not a portfolio in the sense of a portfolio career—a word that many knowledge workers have embraced as they move away from relying on one employer and pick up advisory roles and solopreneurship. I mean a portfolio as a body of work that proves your value beyond your work history. A collection of artifacts that show how you think, just like creative professionals showcase their design or artistic work.

As a journalist and editor, I write a newsletter about people using writing to build things, and I post on LinkedIn, all of which I consider to be part of my portfolio that helps people evaluate me beyond the names of my previous employers. Whether it is writing on platforms like LinkedIn or building interactive tools on their personal websites, knowledge workers need something similar. AI can make this process fun and creative, and help people experience your expertise without having to meet you.

Wasn’t personal branding supposed to fix this?

Even before anyone was worried about ChatGPT taking their job...

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1. Why the knowledge workers worth following are abandoning LinkedIn
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