Why the Only Successful Companies in the Future Will Be Software Companies

    … AND IN THE PRESENT

    The biggest companies are already doing it. Take Domino’s. Domino’s is in the business of pizza. (Or maybe not—you could easily argue that Domino’s is really in the business of delivery. pizza is simply what they deliver.)

    Domino’s makes and delivers pizzas, but their success lies in being a software company: developing online ordering tools; developing systems that process orders and predict demand and optimize supply distribution; creating marketing campaigns that reach customers on a variety of devices; implementing financial and performance platforms that better enable franchisees to succeed.

    Yes, Domino’s makes and delivers pizzas, but I feel sure Domino’s executives spend the majority of their time looking for ways software can deliver more customers, improve more processes, and increase the value of their company.

    Lego makes toys, but am certain Lego’s executives spend the majority of their time looking for ways software can be used to design new products, improve distribution, streamline processes… and in partnership with Google, even let people build virtual Lego worlds.

    YOU ARE A SOFTWARE COMPANY

    Smart companies stay ahead by viewing themselves as software companies. They actively look for creative ways to better serve their customers and their employees.

    Average companies only react to software. Smart companies—in every industry—stay ahead by viewing themselves as software companies. They actively look for creative ways to better serve their customers and their employees.

    No matter what those companies make, their employees come to work every day thinking, “What do our customers need? What do our customers want? What would make our employees more productive, more creative, more engaged?” Most importantly, they think, “How can we use software to make us not just incrementally but exponentially better at servicing our customers?”

    Any company can provide your product or service. Any company can compete at that basic level. All the things that go into how you provide, how you improve, and how you enhance that product or service is your competitive advantage…and is the only competitive advantage you can truly count on keeping … as long as you see your company as a software company.

    With a passion for translating ideas into actionable strategies, CEO Joel Basgall and his firm Geneca help clients understand and tap the potential of technology to turn ideas and capabilities into market-moving products.