19 Feb 2026

1h 50m

Selling SDKs in the era of many Claudes (Interview)

The Changelog: Software Development, Open Source

Steve Ruiz of tldraw joins the podcast to discuss running a software company in the age of AI, particularly Claude, and the challenges and opportunities this presents. He notes that while AI has made code production easier, it has complicated alignment, reviews, and technical product positioning. The conversation explores the fear and excitement of rapid technological advancement, comparing it to gambling, and the need to adapt skills to stay relevant. Ruiz shares tldraw's journey in commercializing its SDK, including license changes and pricing strategies, emphasizing the importance of understanding customer value. He also touches on the potential of AI in internal tooling and the future of collaborative whiteboarding with AI agents.

Outlines

Part 1: AI's Impact on Development

Part 2: Rapid Prototyping, Workflows

Part 3: Founder Perspective, Internal Tools

Part 4: SDK Business, Licensing

Part 5: SDKs vs. SaaS, Market Strategy

Part 6: Sovereignty, Customization

Part 7: Optimization, Future Outlook

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Selling SDKs in the era of many Claudes (Interview)

The Changelog: Software Development, Open Source

Part 1: AI's Impact on Development

00:08Introduction to tldraw and the Challenges of Software Development in the Age of AI

Introduction to tldraw and the Challenges of Software Development in the Age of AI

01:09Augment Code: Addressing Developer Concerns About AI Coding Assistants

Augment Code: Addressing Developer Concerns About AI Coding Assistants

03:08Augment Code's Context Engine and the Impact of Claude on Software Companies

Augment Code's Context Engine and the Impact of Claude on Software Companies

05:00The Challenges of Team Alignment and Contribution in the Age of AI

The Challenges of Team Alignment and Contribution in the Age of AI

07:13The Paradox of Choice and the Pressure to Keep AI Agents Busy

The Paradox of Choice and the Pressure to Keep AI Agents Busy

09:50Excitement and Fear in the Era of Rapid Software Development

Excitement and Fear in the Era of Rapid Software Development

12:50The Importance of Mastering AI Coding Assistance for Career Relevance

The Importance of Mastering AI Coding Assistance for Career Relevance

Part 2: Rapid Prototyping, Workflows

14:52The Rapid Development of a Comfy UI-Style Starter Kit with AI Assistance

The Rapid Development of a Comfy UI-Style Starter Kit with AI Assistance

18:36Planning for a Zero Backlog and the Potential for Bug-Free Code with AI

Planning for a Zero Backlog and the Potential for Bug-Free Code with AI

20:46Reassessing Company Principles and Communication Strategies in the Age of AI

Reassessing Company Principles and Communication Strategies in the Age of AI

22:29tldraw's SDK-First Approach and the Challenges of Communicating Releases

tldraw's SDK-First Approach and the Challenges of Communicating Releases

25:00Automating Release Notes and Documentation with AI

Automating Release Notes and Documentation with AI

Part 3: Founder Perspective, Internal Tools

26:44Steve Ruiz's Role as a Hands-On Founder and the Value of Taste-Based Features

Steve Ruiz's Role as a Hands-On Founder and the Value of Taste-Based Features

29:01Accelerating Design Decisions and Iteration with AI Coding Agents

Accelerating Design Decisions and Iteration with AI Coding Agents

30:25Balancing Speed and Detail: Focusing on Core SDK and Internal Tools

Balancing Speed and Detail: Focusing on Core SDK and Internal Tools

33:51NordLayer Advertisement

NordLayer Advertisement

35:57The Era of Internal Tooling and Freeing Up Data for Visionary Choices

The Era of Internal Tooling and Freeing Up Data for Visionary Choices

38:05Staying in the Minutia While Zooming Out: The Advantage of a Technical Founder

Staying in the Minutia While Zooming Out: The Advantage of a Technical Founder

Part 4: SDK Business, Licensing

41:18SDK Business

SDK Business

42:21The Challenges of Innovating in Go-to-Market for SDKs

The Challenges of Innovating in Go-to-Market for SDKs

44:39Navigating Open Source Disruption: tldraw's License and Value Capture Strategy

Navigating Open Source Disruption: tldraw's License and Value Capture Strategy

48:07The Evolution of tldraw's Licensing Model: From MIT to Watermarks

The Evolution of tldraw's Licensing Model: From MIT to Watermarks

53:52The Shift to License Keys and the Importance of Knowing Who Is Using tldraw

The Shift to License Keys and the Importance of Knowing Who Is Using tldraw

55:02Identifying and Engaging with Potential Customers Through License Key Data

Identifying and Engaging with Potential Customers Through License Key Data

57:33High Margins and Low Costs: The Business Model of Selling an SDK

High Margins and Low Costs: The Business Model of Selling an SDK

59:54Squarespace Advertisement

Squarespace Advertisement

Part 5: SDKs vs. SaaS, Market Strategy

1:01:02SDKs vs. SaaS: Concentrates vs. Ready-to-Drink

SDKs vs. SaaS: Concentrates vs. Ready-to-Drink

1:02:22The Impact of AI on SaaS and the Advantages of Selling an SDK

The Impact of AI on SaaS and the Advantages of Selling an SDK

1:04:08The Calmer Seas of Selling an SDK: Reduced Risk and Support Burden

The Calmer Seas of Selling an SDK: Reduced Risk and Support Burden

1:06:13The Need for a Masterclass on Selling SDKs and the Inbound Nature of tldraw's Sales

The Need for a Masterclass on Selling SDKs and the Inbound Nature of tldraw's Sales

1:07:44Pricing Strategies for SDKs and the Value of Deep Domain Knowledge

Pricing Strategies for SDKs and the Value of Deep Domain Knowledge

1:09:12The Value Proposition of tldraw: Expertise, Performance, and Lack of Alternatives

The Value Proposition of tldraw: Expertise, Performance, and Lack of Alternatives

1:11:23Determining the Worth of tldraw and the Importance of Negotiating Every Deal

Determining the Worth of tldraw and the Importance of Negotiating Every Deal

1:12:29Pricing Based on Value, Not Company Size: Limiting Agreements to Specific Features

Pricing Based on Value, Not Company Size: Limiting Agreements to Specific Features

Part 6: Sovereignty, Customization

1:14:49SDKs vs. Self-Hosted: Different Approaches to Code Distribution and Control

SDKs vs. Self-Hosted: Different Approaches to Code Distribution and Control

1:17:50The Evolution of Customer Motivations: From Data Sovereignty to AI Integration

The Evolution of Customer Motivations: From Data Sovereignty to AI Integration