Brian Balfour outlines a recurring four-step cycle of platform evolution—emergence, openness, closure, and monetization—and applies it to the current rise of ChatGPT. He argues that ChatGPT is entering a critical phase where third-party development will soon accelerate, mirroring the trajectory of past platforms like Facebook. Companies that integrate early stand to gain significant advantages, while those who wait risk being outpaced. Startups must commit fully to a single platform bet, whereas larger companies can diversify. Balfour also highlights how AI adoption within organizations requires hard constraints, top-down mandates, and cultural shifts to overcome bottlenecks. The window to act is narrow—likely six months—before the platform matures and opportunities diminish.