The number one competitor we have in our business is not Microsoft, Google, or some other startup somewhere. The number one competitor we have is simple things, like email…

People are organizing through email. They’re keeping track of their notes through email. They’re doing all this stuff through email. And email is incredibly simple, basically just a text box that you can send to other people or receive.

We have to be just one step above that. Most software developers in our space think they need to be far, far beyond that. The more complex they can be, the more features they list on the back of the box, the better it’s going to be — without realizing that’s not how most people operate. Most people operate just with email. So if we can just be one step above that, then we’re doing pretty well.

Audio of DHH speaking to A Better Way Of Work on the theme of simplicity