That scenario plays itself over and over again across the
business world. Startups need to deliver
software quickly. They need to carve out
a niche. But, if you’re in a business
where you can get some guaranteed returns once you line up a good set of
customers, the value of software development goes down. It just doesn’t matter much any more.
A decade ago, Microsoft was a textbook example. In the beginning, software mattered at Microsoft, a lot. They competed on every field that they could, but once they nailed Windows and Office, it seemed that they really didn’t have to write code any more to make money. In many industries, that state of affairs can last a long time. But, invariably the competitors come. What happens then? At the moment when it is most critical to write new code, a company finds that it can’t. Why? Its development skills have atrophied. The developers that built the edifice are gone or off in management and the ones that are left just aren’t used to designing new software.
So, how long does it make sense to develop software? I have a friend who says that over time the
best companies will discover that it is critical to maintain that capability
and they will do whatever they can to keep it going. It’s the
My prediction is that we’ll continue to see this cycle
in software development and the rewards will go to the companies who can kick-start their
development when they need to. It's hard work. Often it seems harder than maintaining a development culture.