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  • Writer's pictureMark Valdez

6 Steps For Building a Software Mindset in Your Business 🇺🇸🎆

Computer keyboard with color pattern of the American flag
Source: Maura Losch (Axios)

It’s with the spirit of liberation and libations that we prepare to celebrate America’s Independence Day tomorrow with fireworks, parades, and pool parties. Every year on the 4th of July we celebrate America unhitching its proverbial wagon from the Royal Crown so our taxation now comes with adequate representation. This year we’d like to extend the holiday into a broader celebration of freedom for ourselves and our companies…with software in addition to sparklers!

In this digital age, software has become the backbone of progress and success. It is imperative for businesses to adopt a mindset that embraces independence, adaptability, and continuous growth. This blog explores how companies can liberate their potential by cultivating a software mindset. But first…

The Challenge

Generally speaking technology is synonymous with progress — moving the ball forward, making our lives easier, but often it can feel like quite the opposite. Who hasn’t had the experience of wanting to bash their computer with a baseball bat?

Still image from the scene from Office Space where the protagonists beat up the printer in a field

Oftentimes this progress comes with growing pains — the failed hard drive, the lost files, identity hacking, etc. but no one said the path of progress was easy. What is it about tech that makes this so hard?

Technology is Not a Static Object

The inherent nature of technology consists of evolution and progress which means there is never a final product. Technology is a dynamic and ever-evolving force that constantly pushes the boundaries of what is possible. It is a living entity, driven by the ceaseless innovation of brilliant minds and the insatiable quest for improvement. What was groundbreaking yesterday may become outdated today, as new discoveries, breakthroughs, and inventions shape the technological landscape. From the advent of electricity to the rise of the internet and AI, technology has proven time and again that it is a force of constant change and evolution.


Every industry has their specific jargon, but the tech industry takes it to a whole new level. There is no industry more self righteous than the tech industry. What better way to make yourself feel smart than to drop a few buzzwords in front of an oblivious audience? Sure it sounds cool but what does it actually mean? This is a favorite tactic of many in the tech ecosystem as it’s easy to get caught up in the game of smoking your own exhaust.

An image of a word cloud with various technology buzzwords and brands

Hype Cycle

Part of what makes Silicon Valley special is having a population of true believers who despite long odds against them will fight the forces of complacency, incumbency, regulation, and skepticism to continue the march on the path to progress. In this environment, hype cycles form as a natural outcome of this relentless pursuit. The visionary minds and innovators within Silicon Valley must possess an unwavering belief in the transformative power of technology to drive them to push boundaries and challenge the status quo. Their relentless optimism fuels the initial hype, as they passionately evangelize their ideas, products, and breakthroughs. Say what you want about Steve Jobs, Jeff Bezos, Elon Musk, and Mark Zuckerberg but I think we can all celebrate the connectivity, convenience, and delight they have provided in our lives and we should be thankful for their vision and fortitude to push humanity forward.

That being said, the psychology of this produces hype cycles. Certainly not every technology, product, or company is successful or becomes ubiquitous in our lives (see: Theranos). One could argue though that there are no bad ideas, just bad timing. Augmented reality and virtual reality have been hyped for years, but it takes time for technology to mature and for a market to recognize its value. Maybe Apple Vision Pro will be the product that takes this tech mainstream. Maybe not!

So the tech industry doesn’t always make your life easier. So be it! Despite these challenges you and your organization can win by adapting a software mindset. Follow these 6 steps to position your company for success:

1.) Foster a Culture of Continuous Learning

Just as the quest for knowledge and enlightenment fueled the revolutionary ideas of our Founding Fathers, the same thirst for learning is essential in the digital realm. A software mindset thrives on curiosity, exploration, and the willingness to adapt to emerging technologies and trends. By promoting a culture of continuous learning, companies encourage their employees to stay abreast of the latest advancements, acquire new skills, and progress in their personal and professional development. This mindset enables individuals and teams to challenge the status quo, uncover new opportunities, and adapt to changing market conditions. Companies are living organisms, constantly changing and evolving and by recognizing that learning is an ongoing journey, organizations can create an environment that encourages individual development which ultimately benefits the team and the overall organization.

2.) Embrace Agile and Iterative Approaches

In the software world, “Agile”refers to a popular approach for software development that requires collaboration and iteration so developer teams can be more efficient and responsive in addressing customer needs. Agile practices should extend into other parts of your business as well. A software mindset thrives on the ability to iterate quickly, incorporate customer feedback and rapidly respond to changing requirements. The ability to adapt and move quickly is one of the key advantages SMBs have relative to larger incumbents so be sure to use this to your advantage! The American Patriot forces would not have defeated the British in a conventional war. Instead they changed the battlefield to leverage their strengths recognizing that the rigidity of the British military would be unable to adapt.

3.) Prioritize Collaboration and Cross-Functional Teams

Fireworks aren’t the only sparklers we need on the 4th! We should raise a glass of champagne to honor the French for the role they played supporting the Revolution. Oftentimes success requires varied groups coming together to collaborate towards achieving a common goal. A software mindset thrives on the collective intelligence and expertise of cross-functional teams. By breaking down silos and encouraging collaboration across departments and skill sets, companies unlock the potential for innovative ideas and creative problem-solving. Cross-functional teams bring together diverse skill sets, allowing for a holistic understanding of complex challenges and the ability to develop comprehensive solutions. Moreover, collaboration nurtures a sense of camaraderie, trust, and mutual respect among team members, fostering an environment where ideas can flow freely and innovation can thrive. Viva la France!

4.) Promote Innovation and Experimentation

A software mindset thrives on the freedom to challenge the status quo and explore new frontiers, something every entrepreneur knows well. This mindset embraces failure as a learning opportunity and encourages individuals to take calculated risks in the pursuit of building a better product, service, or function. This mindset is part of what makes Silicon Valley the hotbed of innovation – the support systems exist to help entrepreneurs chase new pursuits. Failure is not a stigma, but rather a badge of honor. Within your company, work towards providing the space and support needed for employees to test novel solutions, iterate on their approaches, and push the boundaries of what is possible. Companies that create this safe space empower their workforce to unleash their creative potential, drive continuous improvement, and stay at the forefront of technological advancements.

5.) Encourage Data-Driven Decision Making

Geographer and Surveyor General to the Continental Army Robert Erskine and his team completed over 200 maps that included precise information on the topography of battlegrounds providing George Washington detailed information to make tactical decisions and execute maneuvers to gain advantages over the British forces. By prioritizing the collection, analysis, and interpretation of data, companies liberate themselves from guesswork and subjective opinions. Data-driven decision-making enables organizations to uncover insights, identify patterns, and gain a deeper understanding of customer behavior, market trends, and operational performance. This mindset empowers teams to make informed choices, validate hypotheses, and measure the impact of their actions.

The iconic image of Washington and American Revolutionary War soldiers crossing the Delaware River

6.) Invest in Modern Infrastructure and Tools

As loyal readers of this fine newsletter, this should come as no surprise. Here’s a sampling of some of our previous posts to provide a quick refresher: 10 Software Apps Every SMB Should Know, Build a lasting relationship (with your software), Revving the Engine.


Embracing a software mindset is a transformative journey for any organization, and it aligns remarkably well with the spirit of Independence Day. Companies can break free from conventional limitations and embrace the possibilities of the digital era to achieve their full potential. So, as we celebrate the spirit of independence, let us also celebrate the liberating power of a software mindset, unlocking the potential for extraordinary achievements and ushering in a new era of digital excellence.

[Editor’s Note] For additional insights on this topic check out Ask Your Developer: How to Harness the Power of Software Developers and Win in the 21st Century, written by Jeff Lawson, the Founder & CEO of Twilio.

Book cover for the book "Ask your Developer" by Jeff Lawson

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