I disagree. I think creativity is still a valid moat. You still need to build good products. Its like a restaurant anyone with some money can open a restaurant but you need to has the creativity to make a good one.
Money (better thought of as credit, since we are talking about fiat here) is an attractor so much as it can stand for or purchase productive energy. If that fails (central bank failure, currency failure, government failure), creativity takes its place
Don't underestimate the effectiveness of advertising, or its ability to influence you.
I particularly despise these ads in Maps because the ad often obscures the search result I'm looking for -- and I end up accidentally clicking on an advertisement for some other restaurant than the one I was looking up.
Correct me if I'm wrong but, you may be thinking of restaurants where their defining factor is "having a very creative atmosphere", which will not suit all customers. However it is a differentiating factor which will serve a big audience that is under served in a location filled with "boring well maintained and staffed restaurant".
In my view the creativity comes in in finding solutions to a problem, in a oversaturated market the problem may be "how do I persuade customers to come to my restaurant instead of my competitor?". And following that question may be (in the restaurant example) "what can I offer that is under served in the current market?" The solution to that may be "a biker cafe" or "an overpriced "creative" restaurant where the waiters are terrible and the chef is even worse" (perhaps even rude on purpose).
Additionally I assume you want the restaurant to grow. If you want the restaurant to just survive the bar is lower and you may be able to do that by doing the same everyone else is doing as long as you meet the minimum.
However, I've gotten doubts about the value of creativity and having a vision. Plenty of people have great creativity and a fantastic vision, and we can see already how AI allows people to churn out interesting and useful projects at much faster pace than just a few years ago. The problem is that it seems more and more impossible to actually make a living of that.
Anybody with the money to have access to enough AI will be able to create a clone of software X. We might not be there quite yet but it's just a matter of time. That seems to be a death sentence for any small software business.
But it's also not a moat in the same way. It's accessible to everyone, but you have to actually disregard the parts of yourself that want to drive hard in some direction just for money or power or external validation.
From the look of things right now, it may take some pain before that really gets to shine.
The vast majority of valuable copyrighted/patented creations are works for hire, which is compensated just like other labor. Or the creator signs or licenses the rights away to a publisher and maybe receives contractual royalties, rarely more than the initial advance.
(An alternative answer is "the pay for your creativity is a capital asset. That asset can earn royalties. Usually it doesn't.")
Font/Typography sales?
What about Pluralsight/Udemy courses?
Substack/Patreon membership?
Buying printable art from etsy?
I am a firm believer of "limitation breeds creativity" and being able to make what you want with immediate result will lead to less diverse solutions. In a world of in-diverse products you need more creativity to stand out as it will become harder to conceive of something "outside of the box".
Similarly to how anyone can basically create any image they desire in Photoshop (with some limited training). Leading to a lot of images of a similar style instead of a lot of different styles (ai slop anyone?). This is because between the idea and the result the roadblocks are reduced, the process is smooth (tools aim for 1:1 conversion). In the creative process these roadblocks are usually where you will find interesting new directions or ideas. And very often the original idea was not that interesting to begin with (and perhaps not as original as we would like to believe).
One day we might be able to write software without bugs. That day is clearly not here yet.
(Firefox in Linux if anyone wants to repro. Can’t file a bug as it’s a closed, proprietary piece of software.)