Three years ago, I attended a private dinner in London for CTOs and CEOs in the tech world. At the time, I was running a fintech startup, fully immersed in enterprise SaaS.
During the evening, a graduate student approached me. She was excited about SaaS — fascinated by the recurring revenue model, predictable growth, and scalable economics. It was the dream business model.
And I remember saying something that surprised even me:
“SaaS is dead.”
What I meant wasn’t that software was going away. It was that the traditional enterprise SaaS playbook felt increasingly hollow. You build something. You sell it. You convince people they need it. Then you train them to use it. Then you push for adoption. And often, they don’t even want it.
The incentives are misaligned from the start.
That moment stayed with me.
A year ago, when I started DFLY GOLF, I realised why. I couldn’t look another person in the eye and say I was going to start another SaaS, raise capital, build a team, sell into enterprise, and run that machine again. Something had shifted.
And then AI accelerated everything.
The big enterprise platforms will survive. They’ll integrate AI. They’ll protect their contracts and their ecosystems. But individuals won’t wait for permission anymore.
People won’t “learn the tools at the job.”
They’ll bring their own tools.
Their own AI suite.
Their own agents.
Their own stack.
The leverage has moved.
You can now compress what used to require an agency, a designer, an engineer, a finance team, a marketing department, and an operations manager — into one focused founder using intelligent systems.
That’s what I’ve been doing over the past 12 months.
Designing physical products.
Iterating packaging.
Running quality control loops.
Modeling margins.
Building brand assets.
Creating content.
Launching infrastructure.
Not theorising. Building.
And in a world where many white-collar roles will compress or disappear entirely, I believe building something you genuinely care about matters more than ever.
Owning your tools.
Owning your time.
Spending time with your family and your kids.
Creating instead of maintaining.
The tools are now personal.
The stack is yours.
The agency is yours.
In summary be creative and use ai to help you reach your goals!
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