(Not Boring) Software Inc. • No More Boring Apps | (Not Boring) Software

Now that companies like Shopify have turned software into a commodity, what distinguishes you isn’t whether you can write code, but whether you have something to say and an audience to say it to.

We’re in the business of being fundamentally different, not incrementally better.

The most innovative leaps you’ll ever make, especially if you’re a network, are going to be when you’re really, really small.  You can change the product entirely in a week. Try doing that at LinkedIn or Airbnb today. That would be a huge disaster. So I think taking advantage of that subscale — designing the perfect experience, asking yoursel

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If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one?

People doing grounded, strong strategic work will look kooky, different, or maybe even self-indulgent. But that work is extremely important, and you should celebrate it.

Weirding the normal For the vast majority of companies, strategy involves “weirding the normal”, by which I mean taking a product or service that people are already familiar with and twisting it, so it becomes something new and exciting, and thus opens up fresh market space. People knew what coffee shops were already, but Starbucks did it a bit dif

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