The One Thing Every Product Leader Should Be Terrified Of
SEO is collapsing. The AI distribution shift is your last chance to gain an edge. Learn the 4 strategic moves to build a moat before the new gates close.
We are living through one of the most significant technology shifts in history with AI, but there’s a problem: the old ways of getting your product in front of users are burning.
SEO is collapsing, social algorithms are more unpredictable than ever, and the traditional playbooks are failing.
But this isn’t the first time.
Every major tech platform —from Facebook to Google to LinkedIn— has followed the same brutal cycle: they start open and generous to attract you, and once they have enough users, they close the gates and start charging for what was once free.
Right now, the AI distribution shift is just beginning. The window is open. The question isn’t whether you should play, but how to play it to win.
Here’s what I would do if I were starting a product today to win the next great distribution shift:
1. Understand the Game:
The AI revolution is happening, but the distribution shift is just beginning. Old channels like SEO and social are dying.
The next great platform will follow a ruthless cycle: open, grow, then close and monetize. They need you to help them win, and then they’ll charge you for the very access they once gave away for free.
2. See the Signals:
Look for who is winning on engagement and retention, not just user count.
The winner will be the one that creates a “moat“ of context and memory. Right now, that’s OpenAI.
They are moving faster on integrations and platform features because they know this is a race.
3. Don’t Be Naive:
You can’t opt out. If you don’t integrate with the new platform, your competitors will, and you’ll be left behind. But rushing in blindly is how companies end up in the platform graveyard.
The platform isn’t your friend, and it’s not your enemy—it’s a force of nature.
4. Build Your Own Moat:
Use the platform’s early, open phase to strategically build something they can’t take away.
Create a unique brand, capture first-party data, develop direct relationships with your users, and create a business model that isn’t entirely dependent on a single third-party channel.
TL;DR
The next big platform will close its gates.
The winner will be the one that owns context and memory.
You must play the game, but play it with your eyes open.
Build your own moat now to survive the inevitable.
Choose wisely. Move deliberately. ✌️