Going All In on Software

There is something special about the craft of creating software. Building something piece by piece, something that initially only exists in your head, and watching it come to life bit by bit - I cannot fully put into words how it makes me feel.

It gives me a feeling of freedom, of empowerment, of excitement for what is coming. There is awe and inspiration for what can be.

The Purpose Beyond the Code

The feeling deepens when I think about purpose and utilisation. When I envision the people who will use the software I am building and how it will make their lives more efficient and better - that is an amazing feeling.

Thinking that something I have made could potentially be used and improve the lives of millions of people is enough motivation to give it my all. That thought brings an extremely high amount of enthusiasm and passion to the work.

Am I a dreamer? Maybe. Am I delusional? Possibly. But I am crazy enough to keep going until I achieve my goal. I am determined and do not give up when I know in my gut that it is the right decision. Nothing has felt more right in my life.

The Case Against SaaS (And Why I Disagree)

Everyone tells me the chances of thousands of people - let alone millions - using my software are close to zero. I hear it constantly: SaaS is hard. The market is saturated, especially with AI. Everyone can build software now using tools like Replit, Lovable, Cursor, or Claude Code.

Some say SaaS is dead or dying. That software will be sold as a one-off payment again, like the old days. People are sick and tired of paying for software as a subscription.

And that may be true.

But here is what people miss about vibe coding tools: they are amazing, but you still need to know about software to use them properly. Anyone can set up an account on Replit and build a fantastic prototype. Actually using that app in production, scaling it, and maintaining it - that is another matter entirely.

For some apps, it works fine. For a fully-fledged SaaS with millions of users, you want full control, awareness, and ownership of the codebase.

You can export code from tools like Replit, but because it was fully written by AI, a developer would struggle to understand the structure, the coding style, and many other nuances. Sometimes the time needed to understand the codebase equals or exceeds rewriting the whole app from scratch.

How We Use AI Coding Tools

At We UC, we use AI coding tools differently. We do not use Replit, Lovable, or any of the managed infrastructure options. Our team uses Claude Code primarily, with some using Cursor, to aid the development process - as a tool to make us more efficient.

Steve Jobs defined the computer as a bicycle for the mind. It helps you achieve things faster with less effort, like a bike helps you travel faster than walking.

I consider AI coding tools - all AI, really - to be more like a rocket ship for the mind. They allow you to travel at supersonic speeds, to get so much more work done with the same effort. It is an amazing gift to humanity that will propel the human race forward like we have never seen before.

The Decision to Go All In

People tell me I am crazy for wanting to go all in on building software products. It may be true that under one percent of software products reach millions of users. It may be true that vibe coding makes software creation accessible to millions more people. And that is still fine with me.

I will go all in on software and all in on SaaS because I love it.

There is an Apple advert I remember. It said something like this: you must be crazy about what you do, you must love what you do, because the people who are crazy enough to think they can change the world are the ones that end up doing it.

I love building software. I cannot wait to start marketing and selling the software we are building.

I am stepping down as CEO of circle.cloud to focus on being CEO of We UC, our software business. I am going to grow our user base into the tens of thousands over the coming years. Hopefully millions in the future.

What We Are Building

At circle.cloud, we sell a phone system that works well but could be so much better. We have built a new phone system - We UC - which is exactly this: a simple to use, intuitive, beautifully designed, and feature-rich unified communications application for business.

I cannot wait to continue polishing and improving We UC and start onboarding customers onto this platform.

We are also building other products. Evalua is a call quality and monitoring tool. The Scheduler solves the field sales and field engineering booking problem. Ringup is in the making - an AI voice agent tool I will talk about in future posts. And there will be more tools in the future.

The Ethos of Building Software Well

My ethos is this: software should be beautiful. Software should never be in the way of productivity - it should facilitate progress and flow like water. It should be capable but simple, well-designed on the front end and back end.

The codebase, which only developers see, should be beautiful. It should use the least amount of code possible to do the job, and should be well-structured and documented. Software must be built properly, built well, with extremely high standards.

This comes across in the final product, even if the customer cannot see most of it.

The Flow State

I can only compare the feeling I get when building software to a few select moments in my life.

It reminds me of being a kid. When I was a teenager, I was recording music in a home studio, learning guitar, stringing chords together. I thought: I can make music here. I got into a zone mentally - a happy place where I could express myself with music, record it, and show others. There was something special about that process. I spent hours upon hours in the recording studio, then went to school the next day and showed my friends. That sense of freedom, that pleasure in creating something and seeing others react - I feel it with software too.

Later, when I was DJing in Southampton bars, I felt the same sensation. Being locked in, fully immersed. Researching new music or being connected to the dance floor, knowing exactly what to play. The songs just came naturally without thinking. The perfect choice. The perfect mix.

There is something about being in a state of flow that is not easy to reach. You can only get there when you really love what you do and have a lot of passion for it. Your best work comes out in a state of flow.

Creating Something From Nothing

I had this feeling when building circle.cloud from nothing. When it did not exist, it was in my head only. I had to create the website, the costings workbook, the quoting mechanism, terms and conditions, contracts. During that phase, I was working eighteen hours a day for a long time. Constant work. I was in a state of flow because I knew exactly what needed to be done.

I am the kind of person that does not do things half-arsed. I give tremendous attention to detail, which means tremendous time, effort, and energy. But the feeling at the end is fantastic. A feeling of achievement, of exhilaration, of completing something that did not exist before but is now going to be used.

I compare building software to creating music as a teenager, to building my company from nothing, to designing logos and websites, to those moments DJing when I was completely locked in. That feeling of focus so intense you forget to eat. You just work, drink water, use the toilet, and continue.

That feeling creates momentum and energy inside that I cannot fully explain.

What Comes Next

Now, building software gives me that feeling. I am convinced marketing the software and building a software company will give me double the feeling. Building a company I love, and building software I love - putting those two things together is almost perfect.

Maybe one day I will create a music company that builds software. That would be the summit. But for now, I am in a position where I can create software and create a software company. Those two things are incredibly exciting.

I cannot wait to see what the future holds.