Max Beauroyre

Our central bet is that software and systems for SMBs can replicate the benefits of scale and consolidation without sacrificing independence: profits, competition, and growth in a more decentralized economy.

Instead, it’s becoming obvious that the “software” businesses of the future will be more like compound companies that combine software with operational excellence, services, and/or real world physical businesses. And software might be the least interesting part of that to work on!

Free cash flow and independence (two sides of the same coin) are hedges against uncertainty, institutional decrepitude, and burnout.

This isn’t just philosophical woo woo stuff—it’s practical. Because products are not neutral. They are opinions embedded in pixels – every button, every default—says something about what we believe people are for. About who our customers can become.

That’s a completely different definition of expertise.

Expectation:

Fear of machines becoming human

Reality:

We should worry more about humans becoming machines

Technology doesn’t just make old tasks easier —it creates entirely new standards.

Before washing machines, families washed clothes maybe twice a year.

After that, weekly laundry became the norm.

Because if you strip LLMs to their essence, they are just a much better way of using statistics to aggregate human intelligence and connect everything we’ve all done together to get more use out of it.

Over time, all marketing strategies result in shitty clickthrough rates.