Make it Fit You

Custom will always be better, but harder

I never planned to go into developing software. The opportunity, at least for the moment, is one that my clients and prospects are bringing to my door over and over, and it’s all a variation of the same time: “We’re tired of being treated like we have to align to the vendor’s rules and settings.”

This is an actual quote from the email I received after my meeting: "These guys seem like they will do great because they are willing to customize the agent to what we actually need instead of just saying that's not how the tool/product is built."

You CAN Align Yourself to What Works for You

A lot of life is built around fitting in. And since the early 2000s, I’ve felt in business (and in lots of life), that’s not what we want. My quote in speeches for ages has been: “We don’t want to go where we might fit in. We want to be where we belong.”

“That’s just how it’s done” is my least favorite sentence in the world. Sure, there are a few areas where I won’t win. Airplanes leave on time (one hopes). Laws exist for a reason. I get that.

But look at all the parts of life where there are “fit in” parts versus doing what we want, where the outcome doesn’t really affect anyone else. I’ll give you an easy (albeit weird) example: I stopped wearing socks in 2019. I got sick of them in the laundry and decided that I’ll use odor eaters in my shoes, replace the linings a little more often, and for the most part, it won’t impact anyone but me. Guess what? It’s going great.

Sure, Replication and Repetition are Easier (and Sometimes Better)

Companies work better if most of it is replicable. McDonald’s works because they have a set menu, and most people order off that menu. If you or I pulled up to the Drive Thru window and the person said, “What do you feel like eating?” and the answer was anything in the world, it would take ages to receive our food. McD’s is fast food because replication is fast.

And yet, even they have a plan where MOST of the orders are meant to be simple, repetitive, etc, and some of the orders can be custom.

I think that’s another way to configure your business: maybe 80% “set” and 20% “custom.” Unless (like me), you’re the challenger.

The “Custom” Approach Earns Sales From the “Fit In” Crowd

Now, at the outset of my journey with the AI service and tool company I’m working on, I’m not looking for people to buy something I created once to hope to fit every possible customer. Instead, I’m looking for people who were told by some big vendor that they weren’t important enough to listen to and serve.

I’m going to win by being custom. And that will work for a while. Because people don’t want to have to fit in. They want to go where they feel like they belong, are seen, and understood.

And that, my friend, I can do forever. No it can’t scale. I don’t care. (Yet.)

What’s your take? Hit reply and let me know.

Chris…