In 1865, an English economist named William Stanley Jevons made an observation that confused his contemporaries. Coal-powered steam engines were getting dramatically more efficient. The logic was that England would use less coal as efficiency improved. Jevons argued the opposite: efficiency would make coal so useful that total consumption would explode. Efficiency didn’t reduce demand at all, and it unleashed it. 

The Jevons Paradox can also be applied to AI, energy, and compute today. This is playing out in real time across B2B go-to-market as well, but with one critical difference that changes the game entirely.

You shipped. The product works. Users say it's good. Maybe you even closed a few design partners on the strength of the demo alone.

So why does it feel like you're pushing a boulder uphill every single month?

Because the product was never the hard part. The revenue engine is.