One of the biggest opportunities in software today is to become the router. In simple terms, a “router” is like your brain — it takes a request and decides what to do next.

This concept isn’t new: integrations have long been a value generator for software businesses. Two examples:

Zapier enables anyone to connect different apps. They’ve built a very large, valuable business on “if X, do Y”.

Mulesoft, now part of Salesforce, helps organisations connect different pieces of technology together.

The demand for this will only go up with AI. Our value from AI today is based on its ability to create: text, audio, video or image. To get that value, you still need to be prescriptive about what you want. You can ask ChatGPT to give you a recipe for a salad with lettuce, walnuts and cheese, or write an itinerary for Bali. Whilst that is incredibly valuable, it does require you be explicit in what you want.