There’s a whole narrative right now that “vibe coding is a bubble” and all the MRR from AI-built apps isn’t real.

In this episode, we chat with Jacob Klug, founder of the agency Creme, which specializes in building lovable MVPs on top of tools like Lovable and AI coding assistants. Jacob makes the case that most of the “AI apps are trash” discourse is really a skill issue, not a tool issue—and he breaks down the exact process his team uses to ship full platform-level apps in two-week sprints.

We dig into how to scope and design software that doesn’t look AI-generated, how to think about personal operating systems vs. SaaS, why ideas are getting worse even as tools get better, and how creators and agencies can turn niche domain expertise into real products.

If you’re an operator, marketer, or founder trying to figure out how to actually use AI coding tools (instead of just tweeting about them), this one’s for you.

Guest

Jacob Klug — founder of Creme, an agency building “lovable MVPs” and full-stack products with Lovable + AI tools; helps founders, startups & enterprises ship production apps in weeks without sacrificing UX.

Guest Links

Website: https://www.creme.digital/
LinkedIn: https://www.linkedin.com/in/jacob-klug-37b254156/
X (Twitter): https://x.com/Jacobsklug

What You’ll Learn

Why the “vibe coding is a bubble” take is mostly a skill and discipline problem
How Jacob’s agency ships full startup-grade products using Lovable and AI
The PRD-first formula they use before ever opening a builder
How to decide when to build vs. when to buy software in 2025
Why we’re entering a wave of personal OSes and custom internal tools
How to avoid shipping janky AI UI and make your app look intentionally designed
The mindset shift from “I could build anything” → “I will build this one specific thing”
Why specializing in one AI tool (Lovable, Cursor, n8n, etc.) beats being “the AI guy”
Tactical content and lead-gen plays for agencies on LinkedIn and YouTube
How to learn AI tooling without getting paralyzed by the infinite possibilities

Timestamps

00:00 — Vibe coding: bubble or breakthrough?
02:23 — Effective use of no-code tools
05:23 — Stack and scoping for MVP development
07:08 — Trends in personal software development
10:33 — Personal projects: blood work analysis tool
13:00 — Steps to start building custom software
17:49 — Successful and unsuccessful product categories
21:01 — Learning and adopting AI tools
27:45 — Creator collaboration in software development
32:14 — Lead generation strategies for AI-powered agencies

Key Topics & Ideas

1. Bubble or Skill Issue?

Why early no-code/AI apps looked janky
How tools like Lovable increased automation from ~50% → ~85%
The remaining 10–15% where real engineering still matters
Many failures come from non-devs skipping fundamentals

2. How Creme Builds Lovable MVPs

Every project starts with a clear PRD (often drafted with ChatGPT)
AI is used to tighten scope before building
When Creme stays fully in Lovable vs. moving code to Cursor
Using Lovable Cloud for hosting, database, and analytics

3. Personal Operating Systems & Internal Tools

People replacing SaaS subscriptions with their own custom tools
In a 20-person cohort, nearly everyone built workflow apps
Rise of the Personal OS: one system for life + work
Example builds:
- Bloodwork tracker from PDF uploads
- Unified messaging CRM (WhatsApp, Telegram, SMS, email)
- Automated 30-second sales briefings

4. How to Learn AI Coding Tools

Half the cohort hadn’t built anything before starting
Main blocker: overwhelm, not skill
Learn core concepts: frontend vs. backend, auth, roles, security
Build daily reps, focus on the next thing you need—not “all of AI”

5. Designing Apps That Don’t Look AI-Generated

Good design is still the hardest and biggest edge
Creme process: build a /components library, define buttons/cards/inputs, assign stable IDs
Tools: Mobbin, Figma Community kits, 21st.dev
Best prompt: “Here’s a screenshot → copy this.”

6. What Works in Product Ideas

Most of Creme’s builds are full startup platforms, not micro-tools
AI makes shipping easier, but ideas are getting worse without depth
Real advantage = domain expertise + niche problem + AI speed

7. Creators x Software

Creators can now ship products without capital
Jacob prefers retainers over equity
Analogy: Like creator brands—most fail, a few go huge

8. Career Strategy: Specialize

Future = verticalized expertise, not “AI generalists”
Specialist lanes: Lovable, Cursor, n8n, automation
Be the person for one tool + one market

9. Content & Lead Gen

Jacob's two rules for content: people are selfish and people are bored
Build content that teaches, sparks emotion, and creates curiosity
Post ~5x/week, prioritize visual posts
Long-term: YouTube deep dives for high-intent inbound

Sponsor
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