Building software is no longer the hardest part of building a software company
By Steven Pope · July 16, 2026 · Curated by George's Blog
Building software is no longer the hardest part of building a software company
Getting someone to care is
After years helping Amazon sellers
I saw the same gap in a completely different industry
So I built Konfidential.law
A CRM billing system
and operating platform for lawyers
The product worked
That was never the hard part
The hard part was convincing busy lawyers
to stop what they were doing
Sign up
Learn a new platform
Trust it would grow their business
That is where the next shift in tech is happening
AI can help someone build a functional SaaS product in a weekend
What AI cannot do is earn attention
trust or adoption
As software gets easier to build
Distribution becomes the moat
The winning companies will not always have the best product
They will have the clearest message
The sharpest positioning and the best marketers
Buyers are not only risking money when they try your product
They are risking their time
And time is the most valuable currency in SaaS right now
This is the exact trap Amazon sellers fall into
They obsess over the product
Ignore the listing
Positioning
Message
that makes a stranger click
An average product with sharp distribution
beats a great product with weak distribution
Building the tool is the easy part
The real work starts
When you ask the market
to change its behavior
Over the next two years
Thee best marketers will out earn the best developers
Distribution wins