A company can be a rock: indispensable and trusted, solving one critical problem. Or water: flexible, filling gaps in existing processes everywhere. No-code tools let startups choose the water model, adapting to niche needs instead of forcing customers to change.
Be the water or be the rock. I think there are two main ways I've seen businesses be very successful. One is to be the rock, and that's where you are the business that someone else can rely on. They are saying, oh, you have taken a pain away from me and now I will pay you forever and ever to be making sure that pain stays away from me. You become a trusted vendor for an important process as part of their context, to use Geoffrey Moore's construction. And then there's the water. The water is a lubricant. The water moves everywhere. The water could be formless, but the most important thing about water is that it fills the cracks and crevices in the existing business. And as a result, the whole thing becomes more whole, becomes more seamless because the seams have been filled because you were able to be wherever they need to be. Now, that second kind of business is really where I think the no-code comes into play because it is through the flexibility that we're able to fill more of those cracks and crevices that we can build water-like businesses that can be really successful.
