Tools as a new form of SEO

Colin Matthews, shares how ChatGPT apps are emerging as a powerful new distribution channel. In this episode, Colin shares how discovery will become contextual inside ChatGPT, what the architecture looks like, and why ChatGPT apps represent a rare distribution opportunity. He also covers two fast paths you can take to build and deploy your first ChatGPT app.

In this episode, you'll learn:

• Why chat-native apps could change the tech ecosystem

• How users will discover apps contextually inside ChatGPT

• The three UI modes for ChatGPT apps

• The “one widget per message” constraint

• How tools, widgets, and MCP fit together

• Two build paths: Replit and Chippy

References:

• Adobe

• AllTrails

• Anthropic

• Apple

• Booking.com

• Bolt

• Canva

• ChatPRD

• Chippy

• Colin Matthews

• Coursera

• Datavant

• Descript

• Devin

• DoorDash

• Expedia

• Figma

• Gamma

• GitHub

• Granola

• Instacart

• Linear

• LinkedIn

• Lovable

• Magic Patterns

• Maven

• Mobbin

• n8n

• OpenAI

• Perplexity

• PostHog

• Railway

• Raycast

• Replit

• Shopify

• Spotify

• Stripe Atlas

• Substack

• Superhuman

• Vercel

• Warp

• Wispr Flow

• Zillow

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Welcome to Lenny's Reads, where every week you’ll find a fresh audio version of my newsletter about building product, driving growth, and accelerating your career, read to you by the soothing voice of Lennybot.