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Feeling Like Google: How AI Turned Us Into Our Own Worst R&D Org

Feeling Like Google: How AI Turned Us Into Our Own Worst R&D Org

AI didn’t make us unfocused. It removed the constraints that used to force decisions. When starting became cheap, commitment quietly disappeared. We accumulated projects instead of progress, artifacts instead of outcomes, and optionality instead of revenue. It felt like momentum, but it was really sprawl—founder-scale organizational decay. The turning point came when we named it. Once we recognized the “Google feeling” for what it was, we could cut aggressively, collapse our focus to a single priority, and re-anchor everything to real users and real money. That’s what we did at The Shop. The lesson is simple: in the AI era, execution isn’t the bottleneck—selection is. The founders who win won’t be the ones who can build the most, but the ones who can say no fastest and protect focus ruthlessly.