The cost of building software has collapsed. And what software can do has changed completely. We went from tools that help people manage work to systems that do the work.
The product is the result, not the interface to produce it.
Salesforce, Bullhorn, HubSpot, Hootsuite. All built around the same idea: give people a better interface and let them do the rest. That idea has aged badly.
But the bigger number is not in software. For every euro a company spends on software, several more go to the services around it. Marketing. Outbound. Brand. Bookkeeping. Recruitment. Work that is already outsourced, already budgeted, already someone else's invoice.
Replacing an outsourced vendor is a vendor swap. Replacing headcount is a reorganisation. We do the first, never the second.
The opportunity is not a better version of what the incumbents built. It is rethinking who does the work entirely. Different product, different economics. Built by someone not weighed down by the previous version.
That's us.