This week felt like getting hit with a dozen "industry-shifting" AI announcements—each one demanding my attention, my strategy, my reaction.

It's not just the speed of change that's exhausting. It's the realization that most of us are still optimizing for a world that doesn't exist anymore.

Nowhere is that clearer than in how we approach SEO, product marketing, and building tools like Jasin. The foundations are shifting—but most people are still patching the cracks.

Here are the 3 biggest problems I'm running into—and how I'm trying to build through them.

1. We're still writing for Google 2019.

AI now rewrites, reroutes, and re-summarizes your content before anyone lands on your page.

That means the classic model—write → rank → convert—is broken. Your first reader isn't a person anymore. It's a bot with infinite memory and zero patience.

Solution: Write for the AI and the human. Be findable in systems that reroute attention. Add structure and clarity that LLMs can parse. But don't forget: humans still click, skim, and share.

2. We're patching systems instead of rethinking them.

It's tempting to duct-tape workflows together as tech changes. I've done it with marketing. With content. With analytics.

But when the whole foundation is shifting—patches don't hold.

Solution: Rebuild your mental infrastructure. Start with one system at a time. For me, that's been Jasin. This week I rebuilt the analytics pipeline: better event tracking, debug tools, and frontend polish. None of it flashy. All of it crucial.

3. We confuse noise with urgency.

Every new tool, model, and framework screams for attention. But not every one deserves action.

The hard part isn't knowing what's happening—it's deciding what to ignore while you build.

Solution: Filter, then focus. I'm testing Claude 4 Sonnet. Feeding Delphi my content to see if it can surface real insights. Exploring fonts that feel fresh. But all of it ladders up to one thing: making Jasin better for launch.

So where does that leave us?

You have to keep up. That's the baseline now. But keeping up isn't the same as chasing everything. It's knowing what deserves your attention—and what just looks shiny.

It's being technical enough to adapt, clear enough to filter, and focused enough to build through the chaos.

Tools will keep changing—it's your systems and strategy that need to stay resilient.