The Power of Why: A Unified Theory of Low/No Code, Middleware, and the Future of Enterprise Applications

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Sep 29, 2023

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The Power of Why: A Unified Theory of Low/No Code, Middleware, and the Future of Enterprise Applications

In the world of content marketing, there is an overwhelming amount of information being produced. However, most of it is considered to be of low quality. Doug Kessler of Velocity Partners calls it "the content marketing deluge." He believes that asking WHY in the right way is crucial if you want meaningful answers. By understanding your organization's purpose, cause, and belief, you can effectively communicate with your audience and gain their trust.

One company that exemplifies this approach is Patagonia. They prominently display their values, mission, and what they care about on their website. By being consistent in their activities and staying true to their values, they have attracted customers who share their beliefs. This demonstrates the power of WHY and how it can create a strong connection with your audience.

But why is this important in the context of enterprise applications? To understand this, we need to delve into the concept of platforms. Investors are interested in companies that have the potential to become platforms. A platform is an application that provides a set of interfaces upon which other applications can be built. Salesforce, for example, has become a platform through its Force.com offering, which allows customers to build custom applications on top of their data model.

The reason platforms are valuable is that they create an ecosystem where developers and third-party vendors can create applications that extend the functionality of the core platform. This further entrenches the platform as the system of record and engagement for businesses. Salesforce, in particular, has positioned itself as the system of record for customer-centric organizations. This means that other systems need to integrate well with Salesforce if they want to be adopted.

This is where middleware comes into play. Middleware refers to the software that connects different applications and data sources together. In a world where companies use hundreds of applications, middleware becomes crucial in ensuring that these applications can communicate and share data effectively. By owning the middleware layers, a company like Salesforce can export its data model to other systems of record, giving them influence over how a customer's business is viewed.

However, the landscape is changing. The decoupling of systems of record and systems of engagement is creating new opportunities for low/no code vendors. Low code platforms allow non-professional engineers to create, deploy, and manage applications without the need for extensive coding knowledge. This empowers businesses to customize applications to suit their specific needs, rather than relying on pre-provided pages and views.

Salesforce, with its Lightning App platform, has made strides in the low code space. But there are limitations to their offering. The platform is still relatively new and lacks the flexibility and customization options that businesses might require. This opens the door for other low code vendors to disrupt the market and potentially disintermediate Salesforce.

The key for enterprise software companies like Salesforce is to find a balance between being the system of record and engagement and allowing for customization and innovation in the way customers interact with their data. By creating an ecosystem around their system of record, they can ensure that customers have no reason to leave. This requires a focus on the user experience and the ability to adapt to changing customer needs.

In conclusion, the power of WHY extends beyond content marketing. It is a fundamental question that organizations need to ask themselves to connect with their audience and build trust. In the world of enterprise applications, platforms like Salesforce have become the system of record and engagement for businesses. However, the rise of low/no code vendors presents both opportunities and challenges. To stay ahead, companies must strike a balance between being the system of record and allowing for customization and innovation. Here are three actionable pieces of advice to consider:

  • 1. Understand your WHY: Define your organization's values, mission, and beliefs. This will guide your decision-making and help you connect with your audience.
  • 2. Embrace low/no code: Explore the possibilities of low/no code platforms to customize and innovate your enterprise applications. This will allow you to adapt to changing customer needs and stay ahead of the competition.
  • 3. Build an ecosystem: Create an ecosystem around your system of record to ensure customer loyalty. By allowing third-party developers and vendors to extend the functionality of your platform, you can create additional value and increase the costs of switching for your customers.

By following these steps, you can harness the power of WHY and navigate the ever-changing landscape of enterprise applications.

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