Reclaiming Creativity in Business Software

For decades, businesses have been asked to compromise—told to fit into the rigid frames of standardized software. Even with the rise of SaaS (Software as a Service), the dominant message was: “Don’t customize. Stick to out-of-the-box. Customization equals cost.”

The logic behind it wasn’t wrong—custom solutions are expensive, complex, and hard to maintain. But the consequence? Many businesses ended up struggling to make generic tools work for their specific needs. Ironically, many “standard” SaaS systems still got heavily customized—just not in the elegant or maintainable ways. Instead of building "in" the application, messy extensions were built "around" the application, often leading to greater technical debt and inefficiencies.

The result? We repeated the same cycle over and over: software implementations that were too rigid, expensive to adapt, and ultimately didn’t reflect the unique DNA of the business.

But today, AI brings a new opportunity—an opportunity to break free & and rediscover creativity in business application design. With the advances in generative AI, we can potentially shape software to match how businesses actually work, not the other way around. The barriers to customization are crumbling.

The AI era has the potential to make business software finally what it was always meant to be: smart, flexible, and tailored to you.