Software Companies For the Jocks

Last updated: July 13, 2025

Software is no longer just for the nerds.

Here are the new playbooks for the jocks:

  1. The McKinseys

    Custom software is easier than ever to build, but enterprises will always outsource. The McKinseys will staff forward-deployed engineers to build whatever the enterprise needs.

    Perfect for the founder who wants to spend their time inside the enterprise, earning trust, with a high bar for customer service.

    Cursor is the new Powerpoint. Deliver high quality, custom products and scale and delight your customers.

  2. The CPGs

    This playbook is straight from the CPG companies of the 2010s: build a thin product with a slight variation and better branding. Throw money into distribution to grab attention and users. Sell the company before anyone asks about retention or product quality.

    Huge for the “idea guys” who want to max out their distribution game.

    This is the Icon and Cluely strategy. See Levered Beta.

  3. The AI Firms

    Finally, the slow & expensive incumbents (I.e. PWC) have real competition. Services are massive and “AI Firms” will capture a ton of the value.

    MBAs who’ve always dreamed of starting a services firm can now chase crazy margins - if they actually enjoy the ops part.

    The AI law firm delivers much higher quality, which will earn the trust to beat the incumbents.

Traditional business types chase “The McKinsey” or “The AI Firm” playbooks. College kids chasing quick money will run “The CPG” strategy.

So, what should the nerds build next?

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