The Software Revolution No One Saw Coming
"Every company is a technology company these days."
I’ve said that phrase countless times, usually when pitching a new client. It never got the standing ovation I imagined. If I was lucky, the 25-year-old marketing manager in the back of the room might nod approvingly. But usually, it was blank stares in the front row.
Most companies don’t see themselves as software builders. They didn’t anticipate needing to write code when they started decades ago over drinks at a local bar. Software? That sounds hard. We aren’t Google.
For them, software is just a tool—a means to an end. A department needs something (resource planning, invoice generation, customer databases), so they ask IT to find a solution. It seems good enough, so they greenlight the purchase (sorry, procurement) and hire a consultant to configure it. Of course, it’ll be customized for the company—that’s what the sales rep promised on the golf course.
Then another department needs something similar but doesn’t like what Accounting picked. Phil said the rollout was a nightmare, anyway. Before long, you have duplicate systems doing nearly the same thing at twice the cost. I once consulted for a big-box retailer that had three separate CRM systems, costing tens of millions annually.
SaaS was supposed to fix this—cheaper solutions, fewer multi-year contracts. But now, companies are stuck with a tangled mix of legacy “big rock” systems and a SaaS sprawl that’s out of control. The average company now manages 117 SaaS subscriptions, many redundant or conflicting. The result? An expensive, chaotic mess with no clear way out.
Software Development Isn’t Hard Anymore—But No One Told You
A quiet revolution has been happening—and I'm not talking about AI (yet).
Building software is easier than ever. Sure, there are low-code platforms like OutSystems and Webflow, but even fully custom development has been transformed.
- CI/CD pipelines enable one-click deployments with automated rollback.
- Global CDNs distribute assets instantly, improving speed and security.
- Frontend frameworks like React and Vue let developers snap together interfaces like LEGO.
- Docker containers create identical environments for development and production.
- Distributed databases auto-replicate across regions for seamless scaling.
Put simply: software is no longer the expensive, time-consuming nightmare many IT leaders believe it to be. But the big consulting firms aren’t in a hurry to correct them.
And then, AI showed up and rewrote the rules.
AI didn’t just disrupt software—it supercharged it. Coding assistants can now generate high-quality code instantly, thanks to the abstraction layers we’ve built into modern frameworks. If developers were still writing spaghetti code from scratch, AI wouldn’t be nearly as effective. It's this combination of abstraction layers and AI-empowered development that is so powerful.
Remember those 100-person development teams? AI has turned them into teams of five. Or one. (Notice I didn’t say zero—you still need a technology team to build software, and AI can’t replace that yet.)
The Real AI Revolution: Your Business, Your Code
The real impact of AI-powered development isn’t about cutting jobs—it’s about unlocking opportunities that weren’t viable before. You can now build the exact software your business needs.
Instead of adapting to a clunky off-the-shelf solution, you can create software tailored to your company’s workflows and processes. That means:
- Massive efficiency gains. No more forcing teams to adapt to rigid, generic tools.
- Competitive differentiation. Custom software can embed your unique IP, making it impossible for competitors to copy.
- Flexibility. Unlike vendor-controlled platforms, you control your roadmap, scaling and evolving as needed.
And this isn’t just for the big players. With development faster and cheaper than ever, businesses of all sizes can benefit from custom-built software.
Still Skeptical? Let’s Break It Down.
I get it—old beliefs die hard. Let’s tackle the most common objections.
“Custom Software Is Always More Expensive.” Not anymore. Off-the-shelf software locks you into endless licensing fees, rigid workflows, and vendor limitations. Custom software pays for itself by eliminating inefficiencies, reducing costs, and creating new revenue opportunities.
“It Takes Too Long to Build.” That was true a decade ago. Today, AI-assisted development and modern frameworks mean you can see working prototypes in weeks, not months or years. The fastest companies are proving this already.
“Maintenance Is a Nightmare.” Only if you do it wrong. With proper planning, version control, and automation, maintaining custom software is easier than wrestling with bloated SaaS subscriptions and clunky enterprise solutions.
It’s Time to Build—Or Get Left Behind
Custom software isn’t just an option anymore—it’s the competitive advantage. By building solutions tailored to your business, you gain efficiency, flexibility, and control over your future.
The companies that win in the next decade won’t be the ones buying software. They’ll be the ones building it. AI has changed the game, and businesses that embrace this shift today will lead tomorrow.
The only question left:
Will you build? Or will you be left behind?
