Every Company Needs to Become a Software Company | SXSW 2021

The shift from "build versus buy" to "build versus die" defines modern business success, as software has moved from back-office cost centers to the primary point of customer differentiation. Companies must transition into digital builders to remain agile and responsive to customer needs. Scaling this capability requires breaking down organizational silos into small, autonomous teams—each defined by a clear mission, a specific customer, and measurable outcomes. This structure fosters ownership and urgency, mirroring the environment of early-stage startups. Leaders should adopt an experimental mindset, starting with small, hypothesis-driven projects rather than massive, top-down initiatives. By leveraging modern infrastructure providers, organizations can focus on innovation and customer experience while offloading the complexities of scaling and security, ultimately enabling them to compete effectively in a digital-first landscape.