Future Ventures: Scaling with Clarity

Shane Wilson— How founders must rethink value, pricing and defensibility | FV Podcast Ep. 62

• Maxim Atanassov • Season 1 • Episode 62

Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.

0:00 | 57:32

Send us Fan Mail

Shane Wilson is Managing Partner at Citta Capital, where he focuses on early-stage investing and helping build companies, especially in B2B AI, deep technology, and robotics. He started his career in go-to-market roles at New York startups, where he learned how sales, marketing, and product need to work together for a company to grow. Today, he brings that operator’s perspective to venture investing, helping portfolio companies shape their strategies, systems, and business models for an AI-driven market. 

This conversation matters because AI is changing more than how software gets built. It is changing what customers buy, how companies price value, where defensibility comes from, and which capabilities founders must continue developing themselves. Shane and Maxim examine what happens when software begins performing the work rather than simply helping employees complete it—and why the winners will combine automation with strong distribution, proprietary insight, disciplined economics, and genuine human judgment. 

5 Key Topics Covered 

  • Pricing AI around business value — Shane explains why traditional seat-based SaaS pricing is becoming less relevant and compares usage-based, outcome-based, and labor-based pricing models. 
  • Building defensibility when software is easier to create — The discussion explores why regulation, proprietary data, customer relationships, physical infrastructure, and specialized workflows can create more durable advantages than code alone. 
  • Distribution as the emerging technology moat — Shane and Maxim discuss why trusted customer access, owned audiences, and direct relationships are increasingly valuable as automated outreach becomes easier to produce and easier to ignore. 
  • Where human judgment still matters — The episode examines the risks of outsourcing strategy, creativity, writing, and original thinking to models that may produce the same conventional answers for everyone. 
  • AI valuations, private markets, and public participation — Shane questions whether late-stage AI valuations can withstand public-market scrutiny and argues that the current system increasingly concentrates the benefits of innovation among private investors. 

3 Key Insights 

  • The strongest AI pricing models connect directly to an existing economic line item. Pricing based on measurable labor capacity can be easier to adopt and may create a more predictable, defensible revenue model for both the vendor and the customer. 
  • As building becomes easier, access becomes harder. A company may be able to reproduce software functionality quickly, but it cannot instantly reproduce years of customer trust, proprietary information, regulatory expertise, or an established distribution channel. 
  • AI should increase the leverage of human thinking, not replace it. Founders still need to write, think clearly, learn from history, form their own opinions, and tell a good story. These skills matter even more now, since so much routine work can be automated. 

Links 

 

This episode has been brought to you by the Capital Intelligence Platform: https://capital.futureventures.ca/ 

 

About the Guest 

Shane Wilson is a Managing Partner at Citta Capital, where he invests in early-stage B2B AI, deep tech, and robotics companies. He has worked in startup go-to-market, workforce technology, commercialization, enterprise strategy, and venture investing. Shane brings a practical operator’s perspective to helping founders turn new technologies into businesses that can scale.