There are hundreds of new tools (or old ones getting sunsetted).

• Grok estimates 255–274+ new AI tools were released in Q1 of 2026, just based on X posts and chatter.
• Just the other day, Sora announced it was shutting down. Yes, the Sora that OpenAI launched not two years ago and had a $1 billion contract with Disney.

New frameworks.

• Meta changes how you're supposed to set up ads in a campaign.
• LinkedIn no longer works with the outbound demo DMs.
• AI generated profiles amass millions of new followers in days (i.e Fruit Love Island).

New "game-changing" workflows.

• Dispatch by Anthropic allows you to control your computer from your phone.
• OpenClaw installed on a terminal can now operate independently without you babysitting it.

Every guru has a hot take. Every platform has a new feature. Every week there's something else you're supposed to be learning.

How are you supposed to find time to run your business?! On any given morning, we feel the same tug. Do we start by checking on our team? Building new content? Or trolling the web looking for the next big trend to get in front of?

It's exhausting.

There's a temptation to watch those who are claiming success, and deciding "Okay let me try what *said guru* is doing. However, unless that guru is giving you financials, backend context, or the behind-the-scenes curtain as to why they are running that new workflow or tool, you risk building something that doesn't really fit for your business.

Your business has specific constraints and resources available that might make their workflow the opposite of what you need.

Many of you know I (Julie) am working on a sheep farm (total side quest). And every day I go into Facebook groups and get INUNDATED with information about how to set up the barn, the pasture, the fences, etc.

And honestly? I'm nervous and insecure and a beginner, and so I am constantly wondering... Hmmm maybe I should do it like them? Or them? Oh wait, what about this new type of bedding?

And this is with something (animal husbandry) that largely stays the same. It's not like AI or marketing that moves at lightning pace. Think about how much money I would waste if I changed directions and kept trying new things the way we're told to with the current pace of digital marketing?!

The marketers building real staying power right now aren't following the loudest voices. They're watching working marketers - people in the trenches with actual clients - and learning how they move, adapt, and build in real time.

Most importantly, they are hearing the WHOLE story. Not the curated IG version of it. That distinction matters more than almost anything else we could tell you right now.

We've been building something around exactly this idea. Apprenticing under working marketers who are in the trenches. More on it this week.

In the meantime... does this hit home for you? Hit reply and tell us where you feel it most. We read every response.

xx Julie & Cathy