In this episode of Strap On Your Boots, I reflect on one of the biggest lessons I've learned after building multiple software companies: creating a great product is no longer the hardest part of entrepreneurship. As software becomes easier to build with AI and modern development tools, the real challenge has shifted to earning attention, finding the right customers, and standing out in an increasingly crowded market. I also share why I pivoted from chasing thousands of SaaS subscribers to pursuing enterprise clients, and how changing the customer completely changed the business.