Mediocre software doesn’t scale.

Insane clarity does.

Netscape co-founder and VC Marc Andreessen once wrote, “Software is eating the world.”

The numbers back him up. A 2021 Gartner, Inc. forecast put worldwide IT spending at $4 trillion (trillion with 12 zeros). Enterprise software alone represented $601 billion.

The world’s most valuable companies—Apple, Microsoft, Alphabet—sell software. With all the headlines and hype, it’s easy to forget the less savory truth: Thousands of companies throw billions of dollars at mediocre software each year.

Mediocre software doesn’t scale.

Insane clarity does.

Netscape co-founder and VC Marc Andreessen once wrote, “Software is eating the world.”

The numbers back him up. A 2021 Gartner, Inc. forecast put worldwide IT spending at $4 trillion (trillion with 12 zeros). Enterprise software alone represented $601 billion.

When they first reach out, our clients describe situations like these.

»Clunky. You built an app to replace tedious manual processes. It’s clunky. It doesn’t save as much time as it should. It gets in the way of efficiency and growth that could happen.

»Complaints. You built customer-facing software. You get lots of complaints from users. Is it bad architecture? Sloppy code? Hard to say, and you’re not sure how to fix it.

»Handcuffed. You use software but don’t own it. Any feature requests you make fall on deaf ears. The software is okay, but the relationship is maddening.

»Unreliable. Your go-to tech person has a tendency to disappear for days or weeks. You can’t get anything done with the app. You don’t have someone you can truly count on.

»Out-of-Control Costs. You’re getting killed by your agency. Out-of-control costs and nonstop nickel-and-diming cause major heartburn. You feel trapped.

»Flying blind. You don’t have access to all your IP and code. You don’t know the software traps or understand the costs. You don’t have full confidence in your product, plan, and path.

The question is, how do you build great software?

Many projects are doomed from the start because the software engineers skimped on the process. What separates the winners and the losers from the word “Go” is Insane Clarity:

Weak Process → Weak Software

Great Process → Great Software

Even Software Requirement Specification (SRS) documents can’t bring certainty on their own. You need the Project Blueprint Trifecta: SRS docs plus wireframes plus a clickable, high-fidelity prototype.

The Project Blueprint Trifecta brings ambiguity-squashing, anxiety-stomping INSANE clarity. You sort out the clunkiness before you drop $100k, $250k, $1m on building v1.0. That makes sense, right?

It’s much easier to move pixels than rewrite code.

Your product cannot outperform its code, and your code cannot outperform the thinking behind it. Insane clarity thus supports stronger logic, better code, and a satisfying product.

Solving for clunkiness before coding brings us to another key advantage of good software: Better Strategy.

Better strategy starts with radical listening. When “customers” (whether inside or outside your org) told you what they wanted, you listened. You put the clickable, high-fidelity prototype in front of them. You learned from their choices.

Radical listening is what it takes to unearth the real product roadmap and business goals.

Don’t guess; test.

You avoid wasted money and time because you slow down and make doubly sure that the software will bring relief and delight.

The question is, how do you build great software?

Many projects are doomed from the start because the software engineers skimped on the process. What separates the winners and the losers from the word “Go” is Insane Clarity:

Weak Process → Weak Software

Great Process → Great Software

The Project Blueprint Trifecta brings ambiguity-squashing, anxiety-stomping INSANE clarity. You sort out the clunkiness before you drop $100k, $250k, $1m on building v1.0. That makes sense, right?

It’s much easier to move pixels than rewrite code.

Your product cannot outperform its code, and your code cannot outperform the thinking behind it. Insane clarity thus supports stronger logic, better code, and a satisfying product.

Solving for clunkiness before coding brings us to another key advantage of good software: Better Strategy.

Radical listening is what it takes to unearth the real product roadmap and business goals.

Don’t guess; test.

You avoid wasted money and time because you slow down and make doubly sure that the software will bring relief and delight.

Why pay for features people don’t want and won’t use?

The best features may very well be the ones you never build. The product roadmap can and should line up with real business goals.

Of course, you don’t get insane clarity and better strategy unless your software engineers will push back. The quality of the process determines the quality of the outcomes.

If you want world-class software, you must champion Straight Talk.

Every project has hiccups, and every project deserves what we call “clean honesty.” It’s like spring water: The more of it we have, the better we all feel.

Most software agencies make their profit with change orders.

This table is an example of Straight Talk. It shows you how insane clarity ties into the accuracy of the quote you get from software engineers.

If you don’t get insane clarity first, you can expect the final price to be another 50% or more above the initial quote.

“Let’s start coding tomorrow!”

~50% over/under

That’s how much over budget the build will likely go.

“Let’s create software requirements specification (SRS) docs.”

~15% over/under

More clarity around functionality and features means more certainty around total development time.

“Let’s create SRS docs, then wireframes.”

~10% over/under

More clarity around UI/UX means even more certainty.

“Let’s create SRS docs, wireframes, and a clickable, high-fidelity prototype.”

Fixed Cost

We can have a high degree of cost certainty once we know exactly what we’re building. That won’t surprise you.

Here’s another example of Straight Talk:

You will pay more for higher quality. The Project Blueprint Trifecta will add to the upfront cost. Insane clarity ain’t cheap, and it slows the process down at first.
You will get polite pushback. We will always lead with style and grace, but we will disagree with you. Great software occasionally demands it.
You may get bad news. You’ll always know exactly what’s happening with the build even if the latest status report isn’t all roses and sunshine.

“Let’s start coding tomorrow!”

“Let’s create software requirements specification (SRS) docs.”

“Let’s create SRS docs, then wireframes.”

“Let’s create SRS docs, wireframes, and a clickable, high-fidelity prototype.”

~50% over/under

That’s how much over budget the build will likely go.

~15% over/under

More clarity around functionality and features means more certainty around total development time.

~10% over/under

More clarity around UI/UX means even more certainty.

Fixed Cost

We can have a high degree of cost certainty once we know exactly what we’re building. That won’t surprise you.

Here’s another example of Straight Talk:

- You will pay more for higher quality. The Project Blueprint Trifecta will add to the upfront cost. Insane clarity ain’t cheap, and it slows the process down at first.
- You will get polite pushback. We will always lead with style and grace, but we will disagree with you. Great software occasionally demands it.
- You may get bad news. You’ll always know exactly what’s happening with the build even if the latest status report isn’t all roses and sunshine.

If you want to win with software, choose healthy confrontation over echo chambers.

That’s another advantage of what great software needs: Entrepreneurial Maturity.

Maturity means judgment and discernment: ignoring some problems to solve the right one.
Maturity means a willingness to rock the boat, step on the toes of the status quo, and point people toward a better way of living and working.
Maturity means perseverance.

If you’ve read this far, then you know better than most why most companies don’t build great software. They don’t invest in insane clarity. They end up solving the wrong problem. They run out of money or give up too soon.

(All result from poor strategy.)

Some people just aren’t cut out for software.

However, it’s equally true that non-technical business leaders can do it with the right partner and guide. We’ll help you find the right problem and double-click on it.

You get insane clarity, better strategy, and straight talk.

You get our expertise in architecture and code.

You get every trick of the software trade we’ve learned.

You get our founder’s sensibility, developed over 25 years.

By the end of the first build, we want you to be able to make these statements:

However, it’s equally true that non-technical business leaders can do it with the right partner and guide. We’ll help you find the right problem and double-click on it.

You get insane clarity, better strategy, and straight talk.

You get our expertise in architecture and code.

You get every trick of the software trade we’ve learned.

You get our founder’s sensibility, developed over 25 years.

By the end of the first build, we want you to be able to make these statements:

» My software has the right architecture, tech stack, and functionality.
» I rarely get complaints from users because the software works.
» I have access to all my IP and code.
» I own my software.

» I know the software traps and how to avoid them.
» I understand the costs involved.
» I have someone I can truly lean on for managing the app—an inspiring, energizing guide to help me grow my business.
» Yet, I can hire and fire at will.
» I have confidence in the product, plan, and path.

Do you need a mature team you can truly lean on for prototyping, building, and managing the right app?

We don’t have the bandwidth to work with everyone who gets in touch, but maybe you’ll catch us at the perfect time.

Only one way to find out: Book a 15-minute call. →