Just the 2%

Most small business owners don’t need the entire CRM with all the bells and bloat. They just need the 2%.

Let’s not kid ourselves here. As of October 2026, you can design without having design skills, code without knowing any of the programming languages and deploy it all by prompting.

I heard DHH say at Rails World, “...the best programming language in the world is now English...” I don’t disagree, but I would rephrase it to: “...the best programming language in the world is the one you speak the best.” The reality is that you can do all of that in your native language.

So where does that leave us?

If everyone now, due to smarter LLMs, can design, code, and deploy, does anyone out there still need software? Is bespoke software going to be the next big thing?

I think it is.

Time still equals money and imagination rules the world. The one who masters the system of saving time and imagining a better way, or just the 2%, will in this age, produce more bespoke software than ever before.

Not everyone is gifted with creativity and people certainly do not sit for hours working with Claude to create something. Not everyone trusts themselves to do that. They still will pay someone to do that thing for them because of experience, time and getting that 2% as fast as possible.

This age is about the 2% and knowing what your customers want is the 98% of the job.