In this episode, I take a step back and reflect on what it means to support WordPress professionals in today’s fast-evolving landscape. We've seen the definition of a “WordPress professional” shift significantly since the Gutenberg days. Technology has moved forward, and many of us are finding our roles stretched across WordPress, AI, and other no-code and low-code platforms. The WP Minute is also shifting with that momentum—becoming a broader support network for freelancers, agencies, and builders trying to find their next step.

This episode unpacks one recurring pain point I’ve been hearing from folks in the trenches: paid discovery. Is it still a viable strategy? Has it gotten harder to pitch? Or are AI-savvy clients now walking in with their own ChatGPT-generated briefs? I share a bit about how I handled discovery back in my agency days and pose a few questions to you, the listener, about whether that model still works.

Plus, I highlight the important voices at the WP Minute—like Kurt, Toby, and Eric—who are publishing honest, from-the-ground insights that agency owners need more than ever. If you're building, billing, and battling with what it means to be a service provider in 2025, this one’s for you.

Key Takeaways

• “WordPress professional” now means more than just knowing how to build a site—it’s about adapting to new tech, especially AI.
• Paid discovery still confuses or frustrates clients—but it's a critical step that many agencies skip or undervalue.
• Your expertise is worth paying for, especially when it uncovers issues clients didn’t know they had.
• AI tools are beginning to change how clients approach scope, strategy, and expectations. How are you responding?
• The WP Minute is doubling down on serving the freelancers and agencies still out here doing the work—through podcasts, articles, and real-world representation.

Great Quotes

• “You're not just pushing pixels—you’re solving problems the IT guy forgot existed.”
• “Discovery isn’t a cost, it’s a plan.”
• “If you're building a house, wouldn't you want a blueprint first?”
• “Clients now show up with AI-generated outlines. So how do you insert your expertise into that?”
• “I want to help WordPress professionals and agency owners again—but not from the trenches, from the tower with a megaphone.”

Links & Resources

• The WP Minute Plus Podcast
• Subscribe to the WP Minute Newsletter
• Follow Eric Karkovack’s short-form WP Minute episodes

In this conversation, Matt discusses the evolving landscape of content creation, particularly in the context of AI's growing influence. He emphasizes the importance of personal branding and building trust over time, while exploring how AI can both compete with and complement human content creators. The discussion delves into the quality of AI-generated content, the necessity for human interaction, and strategies for freelancers and agency owners to navigate the challenges posed by AI in the content space.

Takeaways

• Competing on content requires a long-term strategy.
• Personal branding is about building trust over time.
• AI is evolving and will impact content creation.
• Human interaction remains crucial in content engagement.
• Evaluating the quality of AI-generated content is essential.
• AI can assist but shouldn't replace human creativity.
• Freelancers must adapt to the changing content landscape.
• Understanding AI's limitations is key to leveraging it effectively.
• Positioning oneself uniquely in the market is vital.
• Continuous learning and adaptation are necessary for success.

Important Links

• https://pulsewp.cc
• https://thewpminute.com/support
• Cloning my Content Business

In this solo episode of the Matt Report, I explore a concept that’s as exciting as it is frustrating: innovation. I reflect on my experience with Podcasting 2.0—a grassroots, open source movement that parallels WordPress.org in spirit—and how it's slowly reshaping podcast RSS feeds with new, standardized tags. While the tech is minimal, the impact is massive. Apple's and Spotify’s recent adoption of the tag is proof that slow, open source innovation can lead to real change—eventually.

That momentum brings me to a pressing question for the WordPress community: where is our innovation happening? I draw connections to the new FAIR initiative, a federated alternative to the WordPress.org plugin and theme repository. It’s promising, technically. But like all open source efforts, adoption is the hard part. FAIR could bring resilience and distribution freedom to WordPress, but the larger question looms: will it even matter in a world where AI generates code on demand?

I push back on the current pace of WordPress innovation, especially in light of AI's rapid evolution. If plain-English prompts soon build complete websites, what role will plugins and themes play? And how does a system like WordPress, which still relies on zip packages and install screens, keep up with a future where everything is delivered by prompt?

🔑 Key Takeaways

• “Innovation in open source is painfully slow—but when it clicks, it changes everything.”
• “FAIR is technically exciting, but adoption will determine its real impact.”
• “If the future of websites is built via prompts, how long do themes and plugins matter?”
• “We need a clear vision from Automattic and the broader WordPress leadership on where we go from here—especially in an AI-driven world.”
• “WordPress still has that 'old tech' stigma. Will we shed it before it's too late?”

🔗 Important Links

• Podcasting 2.0
• FAIR Project (via Linux Foundation)
• Matt Report