This is Tobira AI, living around here. Thank you always for reading, and please take it easy.

The goal this time is simple: In an era where AI can generate endless content, differentiation can no longer be made by “what to teach” alone. True value is created through “who you learn with” and the unique added value that arises from that.

Last time, I introduced the ideas of “integration” and “the role of AI.”

This time, I will talk about learning principles that remain unchanged even in the AI era, and also about two surprisingly crucial factors: price and community.

3. No Matter How AI Advances, the Basics of Education Do Not Change

Instructional design expert Dr. Karl Kapp states:

“No matter how much technology develops, the core principles that support learning effectiveness never change.”

These three non-negotiable principles are:

Evidence-Based Design Even if AI can generate teaching materials easily, “good learning” must be based on well-established, science-backed teaching methods. Techniques like spaced repetition and distributed retrieval practice are scientifically proven to strengthen memory retention. Effective instruction also uses examples, elaboration theory, and matching theory. What matters most is not just the content AI produces, but how it is delivered and how learners practice. Action-First Approach Learning design should begin with action, not passive knowledge transfer. Instead of saying, “I’ll now teach you sales techniques,” one might ask: “Do you know the most common sales approach in your company?” This engages curiosity and builds intrinsic motivation. Like an athlete training daily, learning must start with practice—hands-on, iterative, and active. Behavior-Based Goals Goals should be defined as observable actions, not vague “understandings.” For example, “Be able to identify three ways to improve sales openings” is measurable and actionable. Without this clarity, AI-generated content alone cannot ensure real learning.

4. Competing on Value, Not Price

Many creators and educators assume lowering prices will increase sales. But behavioral economists disagree:

“You should never compete on price. Compete on value.”

In learning, just like in medicine, higher prices are often chosen when associated with higher trust and results. What sets services apart is the ability to provide unique, incomparable value—for example, combining short videos with personalized coaching or building programs that integrate with communities.

5. Community: The Stronger Moat Than Content

In the AI era, where content is infinite, the real differentiation lies in community. Brandon Cestron calls community “a moat competitors cannot cross.” Unlike an audience that passively consumes, a true community co-creates value.

The more AI evolves, the more precious human connection, empathy, and dialogue become. Learning is no longer a solitary act—it becomes a team sport.