After having done more than 100 Product&Tech Due Diligence Assessments on fast growing software companies of different shapes and sizes, we can conclude two things:

1. The technology that powers many of today's products is becoming commoditized. Companies like AWS, Google and Microsoft -amongst others- are leading this trend. The challenges when building a software company are shifting away from the creation of new technology as most components are widely available for everyone to use in their products. Technology is offered in such a way that it is easily accessible, integrated and usable from the get go.

2. As the challenge is shifting away from technology, it is shifting towards product. And specifically towards making the right decisions on prioritization. If every organization, small or large, has access to the same building blocks (technology) then those who can utilize them in the best possible and most efficient way will be the winners of tomorrow.

Summarizing, the challenges that come with driving company growth are shifting from technology to the product domain at high speed. Software companies (and their leaders) that are embracing this shift will lead the way forward in their industries and verticals as they maximize their product and team ROI.