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Business of Software Podcast

Business of Software Podcast

By Business of Software
Business of Software is a place that brings together the brightest minds and greatest practitioners in software into one place. World-Class software leaders such as Joel Spolsky, Gail Goodman, Seth Godin, DHH, Dharmesh Shah, & Kathy Sierra come to teach everything except the code in how to scale great software companies that stay profitable in the long term. Expect the latest thinking and fresh perspectives from some of the world's leading software practitioners. Stay up to date and hear about new talks, videos, podcasts and conference updates.
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Currently playing episode

Ep 71 Hard Wiring Sales into your Organisation (with Paul Kenny)

Business of Software Podcast

Ep 111 JTBD in your Copy (with Claire Suellentrop)
Typically, when software companies write up their homepage, features page, or pricing page, they use messages and words their internal team is accustomed to using – but often, those words mean very little to their customers, users or prospects. Then they wonder why it’s so hard to acquire new customers.
June 28, 2022
Ep 110 The Lost Art of Meaningful Content (with Dave Collins)
Stand up against the pointless content that only distracts or overwhelms you, with Dave Collins
June 14, 2022
Ep 109 Customer Centered Innovation (with Tony Ulwick)
What are your customers trying to achieve, and how can you help them get there? Simple questions, but creating a disciplined approach to uncovering and capturing the answers is a huge step forward for your business. 
June 07, 2022
Ep 108 - Things I Wish I’d Known Before Selling My SaaS Business (with Jon Hainstock)
Mark Littlewood talks to Quiet Light's Jon Hainstock about selling a SaaS Business. Meet the Quiet Light team at Business of Softwares ONLINE Jobs to be Done Conf on 8 June and at the IN-PERSON conf in Boston, MA on 26-28 September 2022
May 31, 2022
Ep 107 A BoS Conf Retrospective (with Steve McLeod & Joe Leech)
Joe's website: Joe on Twitter: Steve's company, Feature Upvote: Steve's podcast: Steve on Twitter:
May 24, 2022
Ep 106 Strategy and Making Progress (with Bob Moesta & April Dunford)
BoS Online Fall 2021 started with a conversation on Jobs to be Done and marketing with April Dunford and Bob Moesta.
May 17, 2022
Ep 105 Allyship (with B. Pagels-Minor)
In this talk, B Pagels-Minor will help you understand a little bit more what allyship might look like and how you can actually be a great ally in your workplace.
May 10, 2022
Ep 104 Setting up your business for a successful sale with FE International's Thomas Smale
FE International works with founders and business owners to value, exit plan and ultimately sell their businesses on the best terms. FE uses hundreds of thousands of internal data points, accumulated from over a decade of successful exits to market and position businesses to the right buyers from day one.
May 03, 2022
Ep 103 Mapping the Future of your Business with Simon Wardley
In this talk from our Online Spring Conference in 2021, Simon Wardley walks us through how Wardley mapping helps you to understand where your business is, identify opportunities and threats to its existence, make plans for the future and, gameplay the routes to getting to where you want to be. It is a powerful tool to inform your strategy and monitor your progress.
April 26, 2022
Ep 102 The Three Mistakes That Defined Our Company (with Chris Savage)
Explore the good, the bad, and the downright dangerous as Wistia's Chris Savage talks about the three mistakes he and co-founder Brendan Schwartz learned from whilst building Wisita.
March 15, 2022
Ep 101 Impossible Outcomes (with Bruce McCarthy)
In this session, Bruce will walk you through the cultures and practices of these organisations and help you think about how to tackle the big, scary challenges in your organisation with a few examples where the right vision, team, and plan have led to winning formulas.
March 08, 2022
Ep 100 The Pros and Cons of Setting Your Own Goals (with Sahil Lavingia)
Sahil Lavingia discusses why and how he runs Gumroad with no full time employees, no meetings, no deadlines and no company perks. NB, This was a talk that polarized opinions
February 22, 2022
Ep 99 The Effort:Experience Ratio (with Ruth Everard)
You will learn how to prioritise your goals and achievements in all aspects of your life by weighing up the effort necessary against the experience to be gained in pursuing them with more everyday, mainstream, examples.
February 15, 2022
Ep 98 Positioning Jujitsu (with April Dunford)
In this talk you will learn how to: use strategic positioning to carve out a place in the market where you can win against any competitor of any size and share a set of detailed examples where she did exactly that. make sure your customers understand who your REAL competition is. take on a large competitor by literally naming them and then positioning them into a corner – using their own positioning against them. arm your sales people to teach customers how to think about the market – in a way that advantages you (at least for your real target customers).
February 01, 2022
Ep 97 Building an Accidental Business (with Cesar Kuriyama)
Cesar worked in advertising before leaving it all behind to pursue his own personal creative endeavours; among them a personal project – 1SecondEveryday.
January 25, 2022
Ep 96 Lessons learned in 2021
We are back for another year!  To kick us off, BoS's own Mark Littlewood joins Kirk for a discussion about what he has learned and will take away from 2021. Don't forget to sig up for the BoS newsletter and get regular updates about new events and talks at
January 18, 2022
Ep 95 Developing Sales Talent (with Paul Kenny)
Understand and conquer the challenges of scaling sales teams rapidly with a focus on the challenge of getting new hires up and running quickly and effectively with Paul Kenny
December 21, 2021
Ep 94 Old School Copywriting For New School Businesses (with Joanna Wiebe)
Joanna looks at some old school copywriters' tips to help your SaaS stand out, including the Seven Sweeps to give your copy before you ship it.
December 14, 2021
Ep 93 Switching from Consulting to a Product Led Business (with Laura Roeder)
Almost everyone running a consulting, training or agency business, however successful, will admit at some point that they wish they could run a product business. Why don’t they? Laura Roeder talks about her experience. 
December 07, 2021
Ep 92 The case for mindfulness at work (with Matthew Bellows)
Join Yesware's Matthew Bellows as he discusses the importance and helpfulness of mindfulness in the workplace.
November 23, 2021
Ep 91 How To Grow and Scale A Culture with Limited Funds (with Alicia Navarro)
Scaling is a challenge which presents itself to any company starting out. Further to this, cash flow is the single greatest reason companies fail in the beginning. So how do you scale, whilst remaining respectful of your budget?
November 16, 2021
Ep 90 Life's too short for bad software (with Leon Barnard)
Mark Littlewood spent some time with Leon Barnard, Balsamiq's education team lead, to discuss how Balsamiq's approach to marketing was conceived, why the focus of all their efforts has always been to support the growth and development of product design as a discipline.
November 09, 2021
Ep 89 Making Social Media Work in B2B (with Laura Fitton)
Once upon a time dubbed a “Queen” of Twitter, Laura “@Pistachio” Fitton co-authored Twitter for Dummies and founded (acquired by HubSpot) in 2009 when she recognised that software built on Twitter’s API was going to change the world.
November 02, 2021
Ep 88 Talk Sh*t, delegate & know what you want (with Michael Lopp)
In this talk, Michael will explore the soft skills necessary for building a product in a company full of bright people who all think they are right.
October 19, 2021
Ep 87 A Practioners Guide to Ecosystem Development (with Mike Milinkovich)
Software Ecosystems is a continuously evolving ideology in the field of software engineering. Mike Milinkovich’s talk at BoS Conf USA 2008 looks at providing you with a practitioner’s guide to ecosystem development.
October 12, 2021
Ep86 Founders at Work (with Jessica Livingston)
In this talk Jessica Livingston - author of Founders at work - talks about the many lessons she learned from her interviews with the likes of Paul Graham, Steve Wozniak, Mitch Kapor and Joel Spolsky to name but a few.
October 05, 2021
Ep 85 Evolution and Challenge in Business Intelligence (with Charles Caldwell)
Fascinating and wide-ranging conversation with Charles Caldwell, VP of Product, Logi Analytics
September 21, 2021
Ep 84 Predicting Your Company’s Success (with Matt Wensing)
Drawing on his research, his experience, and physics Matt explains strategies and techniques CEOs can employ to spot patterns and trends in order to reduce uncertainty and get better at predicting strategic outcomes.
September 14, 2021
Ep 83 Why a SaaS Pricing Consultancy Gives Away Free Software (with Patrick Campbell)
SaaS companies obsessed by User Acquisition and User Acquisition Cost are focusing on the wrong metrics, missing the far more important growth drivers for a SaaS business: monetization and retention. In this talk from ProfitWell's Patrick Campbell, we look at the importance of developing your product in collaboration with your current users to understand the needs of the people that are paying for your product.
September 07, 2021
Ep 82 From side hustle to 1000 people (with Jason VandeBoom)
Jason went against a lot of traditional advice for startups: staying in your lane; not going after big companies as your first customers; treating customer support as a cost center. Those unorthodox decisions have been key to the growth of ActiveCampaign.
August 31, 2021
Ep 81 Don’t Be The Last to Know (with Claire Lew)
Be it Fear or futility, Those pesky employees aren’t telling you everything. Claire Lew looks at why and gives you actionable advice on how to build a better work culture. For more talks, check out
August 24, 2021
Ep 80 Humanising the Web (with Sarah Hatter)
Are you saying ‘sorry for the inconvenience’ and ‘Thank You for the Feedback?’. Is your customer support leaving your paying customers feeling more exasperated than fulfilled? Sarah Hatter is here with a talk to remind you of what you should be saying or what might be triggering negativity. For mroe great BoS talks, visit or sign up for our newsletter to receive regular updates direct to your inbox.
August 17, 2021
Ep 79 Praxeology – Lessons from a Lost Science (with Rory Sutherland)
Psychology, philosophy, and economics together demonstrate how software developers, entrepreneurs and engineers need to embrace the forgotten science of Praxeology. For more BoS Talks, visit
August 10, 2021
Ep 78 10 Lessons Learned about Venture Capital (with Heidi Roizen)
Heidi Roizen Is a Silicon Valley executive, venture capitalist, and entrepreneur.  In this BoS Talk she discussed why are VCs so difficult? Heidi, will tell you why VCs behave the way they do, and what you should do to maximize your chance of success with a venture capitalist. For more great BoS news and updates, subscribe tot eh newsletter at
August 03, 2021
Ep 77 Making Trend Spotting Help Your Future Business (with Eva Pascoe)
Spotting trends is pretty easy if you know how. Using that knowledge is different – there’s one thing you really need to understand if you are going to capitalise on the future... For more great talks from BoS Conf, visit
July 27, 2021
Ep 76 Continuous Discovery Habits (with Teresa Torres and Mark Littlewood)
In this conversation with Fall 2021 and USA 2019’s BoS speaker Teresa Torres, Mark Littlewood digs into her latest on customer discovery and what to expect in her new book and her BoS Fall talk Continuous Discovery Habits. To be part of BoS Conf Fall 21, sign up now at
July 20, 2021
Ep 75 Harnessing Culture & Using Data To Build Value For Your Business (with Sarah McVittie)
In this talk from BoS Europe 2019, Sarah discusses why Dressipi started as a B2C play but the data it collected on customers has a much higher value to fashion retailers as it enables them to forecast demand more effectively and reduce their unsold inventory. You will leave with ideas to stimulate creative, data-driven, approaches to problem solving and how you can harness culture to build long-term value in your business. For more great BoS content, subscribe the the BoS newsletter at
July 13, 2021
Ep 74 Creating early warning scenarios & thinking about the future (with Rita McGrath)
What is the world of tomorrow going to look like? They say to find out what life is like in 20 years time, ask a current 10 year old as they are the future and what matters to them may not be the same as what matters to current adults. In this talk from BoS Conf Online Europe 2020, Rita McGrath looks at early warning scenarios and discusses with a high school student the pros and cons of the sudden dive into the deepend of online learning thanks to the 2020 pandemic. For more great BoS articles, discussions, events, and insights, subscribe to the BoS newsletter at
July 06, 2021
Ep 73 The Developer’s Guide To Running Sales Teams (with Jeff Szczepanski)
Jeff ‘Tall Jeff’ Szczepanski from Stack Exchange delivers a talk on his experiences of what happens when you think about and manage sales like you would manage a great development team. Don't forget to sign up for the BoS Newsletter and keep up to date with everything going on at BoS. Visit and click Subscribe!
June 29, 2021
Ep 72 Iterating less and achieving more (with Radhika Dutt)
In this talk from BoS Conf Online, Radhika talks about where iteration goes wrong, Methodologies such as Lean and Agile have democratized innovation by teaching us to harness the power of iteration to innovate faster, but our ability to set a clear destination hasn't kept up with the pace. When we iterate without a clear vision or strategy, our products become bloated, fragmented, and driven by irrelevant metrics. They catch “product diseases” that are often fatal to true innovation. For more great talks, visit
June 22, 2021
Ep 71 Hard Wiring Sales into your Organisation (with Paul Kenny)
Having a dialogue with your customer is worth so much more to you and your business than anything else; and the most important thing that you need to know is how to work out what your sales proposition is, what your story is.  This talk from BoS Conf USA looks at The reason you should be talking to your clients, not just emailing them, not just blogging at them, the reason you should be talking to your clients is because they each have their own unique way of describing a problem. For more great talks, join the BoS Newsletter at
June 15, 2021
Ep 70 Simplicity vs Value in Software Development (with Joel Spolsky)
Fly in the face of what is often perceived as wise strategy and hear how building new features does add value to your product with Stack Overflow Founder Joel Spolsky. For more great talks, visit and join thousands of other smart folk enjoying the benefits of the BoS community.
June 08, 2021
Ep 69 Things Great Software Companies Do That You Don’t Have To (with Rob Castaneda)
What works for one company might not work for another; but other peoples mistakes are worth taking note of. In this talk, ServiceRocket's Rob Castaneda discusses the mistakes he made that could help you in your business. For more great talks, viist and sign up to the free newsletter for all that BoS goodness direct to your inbox.
June 01, 2021
Ep 68 Building software ecosystems (with Service Rocket's Peter Marquez & Bill Cushard)
Software companies are often torn between meeting customer needs and product velocity. A well-designed ecosystem allows you to do both. Companies with flourishing ecosystems have several competitive advantages – moats, product development, customer advocates and more. Building and maintaining an ecosystem requires a clear plan and a systematic approach. Knowing where to begin, or where you’re going wrong, can be challenging. In this conversation, Peter and Bill from ServiceRocket discuss everything you should consider. For more great talks direct to your inbox, sign up for the free Bos Newsletter at
May 25, 2021
Ep 67 Nine ways to stop hurting and start helping women in Tech (with Brianna Wu)
Brianna Wu is head of development at Giant Spacekat, a company specialising in cinematic experiences using the Unreal Engine. She’s known as a frequent speaker on women in tech issues, and is an advocate for increased diversity in the games industry. In this talk from BoS USA, Brianna looks at what we can do to start helping women in tech. For more great talks direct to your inbox, visit to sign up for the free BoS Newsletter.
May 18, 2021
Ep 66 The stories your customers tell you (with Sally Foote)
Should you or shouldn’t you listen to your customers? Do they know what they want or just what they think they want? Famously, pre-automobile era, people didn’t want a car, they wanted faster horses. So how do know when to listen to your customer feedback and when not to? For more great BoS Talk, visit
May 11, 2021
Ep 65 Remote working 2020 (with Natalie and Peldi)
Just a few days into the 2020 Coronavirus pandemic, Wildbit's Natalie Nagele and Balsamiq's Peldi spoke at BoS Europe Online about how even fully remote companies who have been doing asynchronized work for decades have had to change their ways of working when the pandemic hit. For more great talks and insights, sign up for the BoS newsletter at
May 04, 2021
Ep 64 Hiring the best talent (with Bridget Harris)
In this talk, Bridget Harris (co-founder YouCanBook.Me) lays out a framework for making sure you hire the right people. Create a company that you want to work for, and aim to hire people who want similar outcomes as you – then document it, describe it, defend it, talk about it, share it, and make decisions based on it. For more great talks, visit
April 27, 2021
Ep 63 A Year without pants (with Scott Berkun)
Back in 2010, Scott Berkun had a ‘wonderful and a horrible’ idea. He thought he’d go get a job as project leader at WordPress. This is his story… For more great talks and articles from the leaders of SaaS, sign up for the BoS newsletter at
April 20, 2021
Ep 62 Selling your POV (with April Dunford)
In this talk, April is going to teach you the difference between selling and helping customers buy. She will show you the different types of pitches to use and the pros & cons of each, and why Point of View pitches work so well. For more great BoS Talks, visit or sign up for the free newsletter at
April 13, 2021
Ep 61 Building a business without compromising on principles (with Joel Gascoigne)
Joel Gascoigne, co-founder of Buffer, shares some of his thoughts on the advantages and disadvantages of building a business while sticking to the core principles that he and his partner Leo set out when they founded the business. Can such a highly distributed, radically transparent approach to building a business pay off in the long term? For more great talks, sign up for the BoS newsletter at
April 06, 2021
Ep 60: the 100th BoSPodcast (with Mark Littlewood)
Yes Ep 60 is our 100th Podcast episode - thanks to a re-launch in 2020 where we reset the counter - so what better time to sit down with Business of Software's CEO Mark Littlewood to get the full story of BoS and his story building a community. Don't forget to sign up top the BoS newsletter and get regular doses of BoS Goodness right to your inbox. Visit for more information
March 30, 2021
Ep 59 - Launching a New Breakout Product (with Jason Fried)
Jason Fried is co-founder of Basecamp, a private company based in Chicago that builds the best web tools possible with the least number of features necessary. The launch of Hey, Basecamp's new email service, has become one of the most talked about product launches of 2020- not least because of the very public fight with the Apple store. In this talk, recorded online at BoS Conf Online USA, Jason talks about the conception, design and launch of Hey email. This session includes many questions from the audience as Jason discusses some of the learning from Basecamp’s first product launch in a decade. For more great talks, events, and articles, sign up for the BoS newsletter a
March 23, 2021
Ep 58 The Evolution of a SaaS Marketing Team (with Andrus Purde)
People talk a lot about scaling SaaS, or scaling your hiring or culture. But what about marketing? How does your Marketing need to develop in line with the rest of the business? Andrus Purde was head of marketing at Pipedrive, a simple tool that helps small teams get their sales organized. He is currently Co-founder and CEO of Outfunnel (a sales centric marketing automation tool.) For more great BoS goodness, sign up for free to the BoS newsletter at
March 16, 2021
Ep 57 The Ping Pong Fallacy (with Promise Phelon)
Culture is reinforced by strong leaders with a willingness to address some of the daily things that let emotional triggers prevent us from building a great company. Promise is building a loyal team at tap influence, innovating in a product area that's entirely uncharted, and helping evolve how businesses get heard by consumers. Prior to TapInfluence, Phelon was Chief Revenue Officer of the Resumator, CEO of The Phelon Group, and served as CEO of UpMo, an enterprise talent management SaaS system.  To get more great talks and articles delivered direct to your inbox, sign up for the free BoS Newsletter at
March 09, 2021
Ep 56 Cultivating Trust (with Gareth Marlow)
If you’ve ever worked with someone you didn’t trust, you will know why trust is important in the workplace. Teams that don’t trust each other don’t work well together. Much of the talk around ‘trust’ in business is misunderstood and lacks clear and actionable frameworks for you to make things better. Drawing on personal experience and a lot of study, Gareth Marlowe of spoke at BoS in 2019 with a talk aimed to help you to appreciate how trust issues may be limiting your company’s growth and the role you might be playing in destroying trust. For more great BoS news and videos, sign up for the newsletter at
March 02, 2021
Ep 55 Building a Billion Dollar Company (with Poppy Gustafsson)
Poppy is a co-founder and CEO of Darktrace, a world-leading AI company for cyber defence, named Europe’s ‘Fastest Growing Super Scale-up’ by Tech Tour in 2018. Poppy was awarded an OBE (Officer of the Order of the British Empire) in 2019 in recognition of her services to cyber security. In this talk from BoS Europe 2019, Poppy will discuss how Darktrace has grown to become one of the world’s fastest growing cyber AI company. She will share some of her experiences in helping to shape and scale a successful commercial strategy that has meant the company has grown incredibly quickly; from the outset, the intention was to establish a reputation in a key market before applying its AI know-how to other challenges, such as risk or compliance. Recorded live at Business of Software Conference Europe 2019
February 23, 2021
Ep 54 Hiring a Head of Product (with Rich Mironov)
If you don’t have a Head of Product you may suffer from: narrow focus on engineer/development productivity; underpowered product management teams; customer benefits misaligned with actual features; and lack of a realistic product strategy. But it’s hard to hire a Head of Product. We don’t know what product leaders do, and disagree about what’s most important in a new one. We write wildly aspirational job descriptions for candidates and we confuse subject/market expertise with product management/leadership experience to name just a few errors. Rich Mironov wrote The Art of Product Management and is a voice for the scrappy entrepreneur in all of us. In this talk from BoS USA Online, he looks at the important aspects of product leaders: Organizing the product organization. Cross-functional leadership. Building what users actually need. Recorded at Business of Software Conference USA Online 2020. For more great videos from BoS, visit
February 16, 2021
Ep 53 Metrics the Matter (with Matt Lerner)
Choosing the wrong metrics can lead to the wrong strategy, or worse, no strategy at all. (For example, learn why revenue is a dangerous target.) In this talk from BoS USA Online, Matt shares some of the lessons he’s learned in growing companies, large and small, that will help you choose the right metrics to target in your organisation. Recorded online via Zoom at Business of Software Conference USA Online, September 2020. For more great talks, sign up for the newsletter at
February 09, 2021
Ep 52 Software Driven Inflection Points (with Rita McGrath & Michael Sikorsky)
Rita introduces her new research on how strategic inflection points offer an opportunity to disrupt existing players using examples like Dollar Shave Club vs. Gillette to show how changes in technology can destabilise existing competitive advantages. Michael Sikorsky shows how companies create entirely new business models to solve perennial problems and drive growth – how can banks use mobile to appeal to millennials and machine learning talk to talk to your mobile? Recorded live at BoS USA 2017 in Boston, MA. For more great videos check out and sign up for our newsletter for fresh new talks and conference updates at
February 02, 2021
Ep 51 The Agony and Ecstasy of Selling a Business (with Jason Eckenroth)
Jason shared some of the things he did to make ShipCompliant the successful business that it is. More importantly, he’ll talk about the mistakes he made in selling and what he wished he had realised before he did. He believes ‘Exit by acquisition’ should not be the only manifestation of success for bootstrappers. This talk was recorded live at BoS Conference Europe in 2017. For more great talks, visit the website at
January 26, 2021
Ep 50 Delete that Account! (with Nandini Jammi)
Nandini has a background in marketing and journalism and has been responsible for growth and community at companies including Kayako and ProdPad. She was named by Business Insider as one of 23 industry leaders “fixing” digital advertising and a Digiday Changemaker in 2017. At BoS USA Online 2020, Nandini discussed some of the potential dangers organisations face in a world where news travels fast online. She shares some insider insight into why HotJar publicly dropped the Trump campaign and GOP’s account in August 2020 and she also explores the role of acceptable use policies and the steps you can take to ensure your companies values stand the test of time. For more great talks, visit 
January 19, 2021
Ep 49 Growing And Scaling Without The Hassle Of Hustle (with Chris Savage)
Wistia are in it for the long run – they want to run their business their way - which seen them grow and then turn down a buyout before growing some more. Co-Founder & CEO Chris Savage speaks about the process of scaling Wistia in this week's talk from BoS USA 2017, including some fascinating insights into how to communicate well internally in a growing company, and the importance of delegating as your company grows. For more great talks, visit where you can browse by topic or see a full list of all available talks. Don't forget to sign up for the BoS Newsletter at to get regular updates on how you can inject some BoS goodness into your business.
January 12, 2021
Ep 48 10 Years of Balsamiq (with Peldi Guilizzoni)
Like many BoS speakers, Peldi comes to the conference every year regardless of whether he’s on stage. He comes to be part of the community, to learn from others, and to hang out with his "tribe" – incredible entrepreneurs keen to give advice and meet new people.  In this talk he shared an honest update about his worries in Balsamiq’s milestone 10th year. On realizing he’s still too integral to the business, Peldi started the ‘Winter 2018 Injected Turbulence Project’ – delegated product design and engineering management, deleted Slack and witter from his phone, and stopped watching their internal wiki. Recorded live at Business of Software Conference USA 2018, in Boston, MA. For more great talks, visit and don't forget to sign up for the newsletter to be kept up to date when new talks go live on the website for you to stream free.
December 15, 2020
Ep 47 Why Customer First Fails (with Ayat Shukairy)
Ayat Shukairy is a ‘queen of CRO’ with over ten years helping companies create websites that customers love, and that result in increased sales and retention. Most marketing talk, or business strategy meetings, emphasizes the importance of ‘customer first’. Yet if we take a look at companies and how they operate, the  C-Level exec are still calling the shots without paying heed to the needs and wants of the customer. Even when companies embrace a customer first approach, the way they tap into their customers voice doesn’t give them the right result. Recorded live at Business of Software Conference USA 2018 in Boston, MA For more great talks, visit
December 08, 2020
Ep 46 Six Lessons from a Marketing Fraud (with Tiffany Da Silva)
We’ve all been there. You finally step foot into the job you’ve wanted forever only to feel like you aren’t good enough for the role, or worse, a complete fraud. You’re not alone; an estimated 70% of people from all walks of life, both men and women experience imposter syndrome at some point in their careers. In this talk from BoS USA Online 2020, Tiffany Da Silva (Founder, shares her own experiences along with the framework and tools she uses every day to eliminate it. Recorded live online at Business of Software Conference USA Online 2020 Visit to stay up to date with the latest talks, podcasts, and events from BoS
December 01, 2020
Ep 45 Leading a High-growth Company - a Fireside chat (with David Cancel)
In this (fireless) Fireside chat, we delve into what inspires and motivates David, how he came to start five different companies, and how he leads a high-growth company. Plus there are some great questions asked by the audience at the end that helps David open up about what he has done and what’s next. Filmed live at Business of Software Conference USA 2018 in Boston, MA
November 24, 2020
Ep 44 The Many Flavours of Agile (with B. Pagels-Minor)
Agile methodology can be confusing and difficult, but B Pagels-Minor breaks it down to bite-size slices of delicious cakes that will will help every team work better, communicate better, and provide better returns. In this talk, you will learn how to understand which version of the many flavours of agile is right for your company based on your company with many cake references. You'll be pleased to hear, this podcast has zero calories. Recorded live at BoS Conference UAS 2018 in Boston, MA If you want to find out more about business of software head over to our website, our twitter @bosconference, and don’t forget to sign up for the BoS newsletter where we share news, stories, latest talks, upcoming events and more. Sign up for free at
November 17, 2020
Ep 43 Demand-side Sales 101 (with Bob Moesta)
For most of us, sales means reciting features, benefits, pressuring customers into purchasing. Selling feels icky. It’s not our fault – that’s how most selling is done. There’s a better way. Bob Moesta has taken Jobs-to-be-Done theory and flipped it to apply it to sales. In this talk Bob talks about how to help people to buy, without selling. He takes us through the six steps of a customers journey from ‘first thought’ to ‘on-going use and building habits’. Knowing this journey can help you to position your product differently and help your customers buy. Recorded live online at Business of Software Conference USA Online 2020. For more great videos visit and don't forget to sign up for the BoS Newsletter at
November 10, 2020
Ep 42 How I Learnt To Win A Presidential Election (with Jeff Gothelf & Josh Seiden)
Back in 2016, Josh Seiden and Jeff Gothelf teamed up to explain how the Obama campaign testing their software systems early gave them an upper hand over the Romney campaign using facts and figures and rigorous testing. Recorded live at Business of Software Conference USA 2016 in Boston, MA For more great talks, visit
November 03, 2020
Ep 41 Busting Myths About Building A Company (with Thompson Aderinkomi)
In this talk, Thompson Aderinkomi - co-founder Nice Healthcare- will share how he has come to understand why so many of the things people know to be true about growing a successful business are simply not true. His experiences as a serial entrepreneur have taught him to question the orthodoxy and why deciding on the right course is down to you. He will leave you with an understanding of how you can ask the right questions through some very honest and personal experiences. Recorded live at Business of Software Conference USA 2019 in Boston, MA. For more great videos visit Keep up to date with all the BoS goings on with new talks, masterclasses, and speaker sessions with the newsletter. Sign up for free at
October 27, 2020
Ep 40 The Email Game (with Rahul Vohra)
How can you find fun in the usually mundane? Do you design your business software like game designers design games? Rahul Vohra founded Superhuman as the antidote to boring email platforms.  Being able to do things faster, without distraction, and with a goal of inbox zero makes you change your perspective on emails. Rahul talks us through the different aspects to think about when designing business software and how to make an everyday task exciting and surprising for the user. Recorded live at Business of Software Conference USA 2019 in Boston, MA. For more great talks, visit
October 20, 2020
Ep 39 Mensch Patterns (with Derek Sivers)
Derek Sivers has been a musician, circus performer, entrepreneur, TED speaker, and book publisher. Long ago he started CD Baby, and wrote a great little book about it called “Anything You Want”. In this BoS Talk Derek will offer some perspectives on what we can do to be more mensch and make the world a better place, how can we end up on the right side of history, and why we should keep our eyes on how the game we play is going to end. Recorded live at Business of Software Conference Europe 2019 in Cambridge UK Fore more great videos visit don't forget to sign up for the BoS Newsletter to get updates when new talks go live. Visit
October 13, 2020
Ep 38 Jobs, Pains and Gains & Designing Better Value Propositions (with Alex Osterwalder)
Alex is the author and inventor of Business Model Canvas, a best-selling book and tool to visualise, challenge and reinvent business models. At Business of Software Conference Europe 2017, he led us through an exercise to help identify the jobs your product should be doing to meet the needs and pains of their ideal customer. Recorded live at Business of Software conference USA 2017 in Boston, MA. For more great talks, visit or sign up for our newsletter to receive reminders of when new talks are live online at
October 06, 2020
Ep 37 How To Use Jobs To Be Done To Perfect Your Product’s Messaging (with Claire Suellentrop)
When marketing a product, it’s common for founders to focus on the product itself with pitches like “Look at our cool features! We help you do X activity better!” Which can just get lost in the noise. Capturing your customer’s attention requires focusing on their ultimate motivation (“job to be done”), to transform her current situation into a preferred one. Claire Suellentrop loves getting inside customers' heads, uncovering what those customers really care about, and using these juicy details to create great marketing. She's currently the co-founder of two companies: (behavior-based email for SaaS products), and Forget The Funnel (SaaS marketing training). recorded live at Business of Software Conference UAS 2018 in Boston, Ma for more great talks, visit
September 29, 2020
Ep 36 1 Startup In 10 Years vs 1,000 Startups In 10 Minutes (with Matt Wensing)
Software businesses contain an incredible number of moving parts and variables. How can we isolate and study them? For most of us, it’s a combination of trial and error and learning from others’ mistakes when they’re brave enough to share them. Matt has spent the last 10 years starting and running his own software company (Riskpulse), learning many hard lessons along the way. Recorded at Business of Software Conference USA 2018 in Boston, MA For more great talks, visit
September 22, 2020
Ep 35: Seeing Around Corners (with Rita McGrath)
Rita McGrath is a longtime professor at Columbia Business School and one of the world’s top experts on innovation and growth. She is also one of the most regularly published authors in the Harvard Business Review. This talk gives company leaders food for thought with questions such as do you incorporate diverse perspectives in decisions? Do you empower small, agile teams? Are there resources available for little bets? And does your organization reward truth-telling? Recorded live at Business of Software Conference USA 2019, in Boston, MA For more great talks, visit
September 15, 2020
Ep 34: Turning Software Into Money (with Paul Kenny)
Paul Kenny is no stranger to the Business of Software Conference stage. A sales coach with experience working with software companies including Redgate and StackExchange, Paul has a huge amount of experience and insight to share on the process of selling your software. In this talk from BoS USA 2017, Paul talked about the important things to get right to set your company up well to turn your software into money. Recorded live at Business of Software Conference USA 2017, in Boston, MA For more great talks, visit
September 08, 2020
Ep 33: What To Do About Your Audience’s Real Roadmap Questions (with Rich Mironov)
Your product roadmap is not a model, an algorithm or an artifact, it is an ongoing political process that requires careful management of the relevant stakeholders. One major challenge is that your stakeholders DO NOT WANT the same things. To make a Roadmap useful, you need an allocation model and a selling strategy that helps you: understand; manage the expectations of; deliver value to people across the organization who prioritize very different things. Rich explains some approaches to help you understand and manage a roadmap’s stakeholders so that your products and customers are prioritized over the requirements of other stakeholders. Recorded live at Business of Software Conference USA 2018 in Boston, MA For more great talks, visit
September 01, 2020
Ep 32: Business model innovation (with Alex Osterwalder)
Swiss based Alex is a gifted communicator and the author of ‘Business Model Generation’ – a book about business models that has sold over 120,000 copies. (Why? Because it is extraordinarily good). Fast Company Magazine named Alex’s book one of the Best Books for Business Owners in 2010. At BoS 2011 he talked on how to implement this practically in your own business. Recorded live at Business of Software USA 2011. For more great talks, visit
August 25, 2020
Ep 31: Recruiting a bad ass team (with Mikey Trafton)
In this talk from BoS USA 2013, Mikey Trafton looks at how to attract the best talent, how to interview, how to make an offer of employment that will know the candidate’s socks off, and so much more. Recorded live at Business of Software USA Conference in 2013. For more great talks, and the prequel talk Mikey gave in 2012, go to
August 18, 2020
Ep 30: The five skills of an innovator (with Bob Moesta)
How do you see innovation and how do you harness it effectively to make it work? How do people learn, and how can they work better? Every innovator comes across daily problems that they don’t know how to answer or where to even start thinking about the answer. In this fast-paced talk from BoS USA 2018, jobs-to-be-done expert and lifelong innovator Bob Moesta helps give you the skills to make all your innovation outcomes more predictable, and successful. Bob has honed these key skills from his life working in everything from automotive, weapons systems, food, private equity, homebuilding, construction software, and more. Recorded live at Business of Software Conference USA in Boston, Ma For more great talks, visit
August 11, 2020
Ep 29: Creative Trespassing (with Tania Katan)
After years of smuggling creativity into the corporate sector without getting busted, Tania Katan has learned that we don’t need to be in a job that is distinctly creative in order to be distinctly creative in our job. In fact, no matter how tedious the task, or how buttoned-up the office environment, we can all learn to conjure imagination anywhere, anytime. Full of hilarious stories, and wacky, battle-tested exercises for flexing your creative muscles you’ll learn tools and strategies for taking more creative risks and embracing obstacles as an opportunity to accelerate growth. Recorded live at Business of Software Conference USA 2018, in Boston MA. For more great talks from expert speakers, go to
August 04, 2020
Ep 28: Clever Ideas Are Not Enough For Innovation (with Tendayi Viki)
Innovation is hard. It takes more than a clever idea to make a business. Tendayi Viki works with entrepreneurs in startups and large corporates who are looking to innovate. Here he presents 8 business model questions to consider when attempting to innovate, followed by a Q&A with some great questions about innovating in a large corporate. Recorded live at Business of Software Conference Europe 2018. For more great talks, visit
July 28, 2020
Ep 27: Say No With Confidence (with Bruce McCarthy)
How would you feel about being posed the contention that prioritisation is really about saying no to good ideas because there’s always too many of them? There’s always more of them than we can handle and we’ve got to focus not just on the good ideas but on the truly great ideas. In this BoS Talk from Product Guru Bruce McCarthy, he will walk you through the ins and outs of prioritisation and why they are important and where we can improve our prioritisation in our companies. Recorded live at Business of Software Conference USA in Boston, MA, September 2018. For more great talks, visit
July 21, 2020
Ep 26: Making workplaces work for humans (with Isa Watson)
Isa Watson talks about some of the ways that companies can provide a better environment for humans to work and share how she came to realize that in her startup, she had to bring her ‘best self’ to the business every day. Recorded live at Business of Softare Conference USA 2018, in Boston, MA. For more great talks, visit
July 14, 2020
Ep 25: Rock, paper, scissors (with Clarke Ching)
Author, lecturer, and computer scientist with an MBA, Clarke Ching has been powered by Goldratt’s Theory of Constraints for 25 years, and using it to speed up Agile since 2003. Whereas others go deep into the details, acquiring more and more knowledge, Clarke went deep into ToC and Agile, and then decided to go wide - cherry-picking both bodies of knowledge, simplifying them, then sharing the most useful bits far and wide. Clarke's BoS USA talk “Rock paper scissors” looks at the everyday stories that can help you make changes in your business, what you can learn from them, and how you can iomplent real change. Recorded live at BoS Conference Europe 2016  For more great talks from great speakers, visit
July 07, 2020
Ep 24: Finding & Nurturing Top Talent (with Elpie Bannister and Alex Yang)
It's not easy finding the right candidate for a role in your team, and it's even harder to make them feel integrated into the company that they want to stay long term. In this BoSTalk, Elpie Bannister (former former Director of Talent at Simprints) and Alex Yang (VP Engineering at Simprints) look at how to manage a new recruit from the moment their application lands in your inbox through to them stepping out the door at the end of a trial day. Using exact measures to carefully track applicants, and giving feedback along the way helps candidates stay interested, and helps you get the best person for the job
June 30, 2020
Ep 23: Sense & Respond (with Josh Seiden)
Organisations that seek to thrive in the digital age must examine their core management practices. So much of our management practice was created in the industrial age and not all of it remains useful in the face of software. Managers and leaders inside and outside of the software world need a new set of principles for the next century of work. Recorded live at Business of Software Conference USA in Boston, MA in 2017 For more great talks, visit
June 23, 2020
Ep 22: Crossing the Chasm (with Geoffrey Moore)
Geoffrey Moore is an author, speaker, and adviser who splits his consulting time between start-up companies in the Wildcat Venture Partners portfolios and established high-tech enterprises, most recently including Salesforce, Microsoft, Autodesk, F5Networks, Gainsight, Google, and Splunk. In this BoS Talk from the Business of Software conference USA 2009, Moore looks at the challenges faced by start-up companies transitioning from early to mainstream customer bases. Recorded live in San Francisco in 2009. For more great talks, visit
June 16, 2020
Ep 21: Designing High-Performing Teams (with Alison Coward)
Alison Coward is founder of consulting and facilitation agency Bracket, helping teams in the creative and technology sector to collaborate better and improve their performance. It’s not just enough to hire talented people and hope for the best. Innovation and complex problem-solving requires teamwork, so we need to pay attention to how people work together. Building great products means creating the best environment for teams to thrive. In this talk, Alison will share her insights on effective collaboration, the habits of successful teams, and principles for designing an outstanding team culture. Recorded live at Business of Software Conference Europe in London, UK in 2018. For more great talks, visit
June 09, 2020
Ep 20: Bottoms up with OKRs (with Whitney O'Banner)
The year is 1999 and Google launch their defining OKRs video. Twenty years later Whitney O'Banner takes to the BoS stage to ask why these goals have never been redefined for the ever changing world we now live in. Hear how Whitney (the Engineering Manager at Medium) delves into which aspects of Google’s video should be embraced, which should be updated in line with the times, and which should've  been left in the ’90s. This talk was recorded live at Business of software Conference USA 2019 in Boston, MA. for more great talks visit
June 01, 2020
Ep 19: Design Metrics that Matter (With Jared Spool)
Design is a process where we finely tune our intuition to create great user experiences. Yet, sometimes, what we think is best rivals the metrics. What do we believe – our gut or the data? This talk from Jared Spool will teach you: What easily-collected analytics, like bounce rate, actually tell us about our users’ experiences Why techniques like a money-left-on-the-table analysis can show us how metrics impact design Why asking, ”Would you recommend this?”, is a bad way to measure brand engagement Recorded live at Business of Software Conference USA in Boston, MA 2018 For more great videos of BoStalks, visit
May 26, 2020
Ep 18: Build Iron Man Suits, Not Terminators (with Carl Ryden)
Carl Ryden has been a regular attendee at Business of Software Conferences for a long time. His company PrecisionLender has seen incredible growth leading to acquisition in 2019 and providing a huge amount of value in the banking sector.  In this talk, Carl talks about how PrecisionLender use AI to offer a valuable service to their customers, and what he sees as the future of AI. Recorded live at Business of Software Conference Europe in Cambridge, UK in 2018 For more great BoS talks go to
May 19, 2020
Ep 17: Cancer, Competitors, and being a CEO (with Patrick Campbell)
Building a company takes an extraordinary amount of effort, no matter your role, and both life and competitors don't hold punches for anyone. CEO and Founder of ProfitWell, Patrick Campbell knows this first hand. Using his experience bootstrapping ProfitWell to $10M and beyond (while simultaneously undergoing some pretty big personal roadblocks), he talks us through essential frameworks to help you handle problems in the proper context, while also teaching some operational takeaways to keep you ahead of the increasingly competitive landscape. Recorded live at Business of Software conference USA 2019 in Boston, MA. For more talks, visit
May 12, 2020
Ep 16: Shifting From Outputs To Outcomes (with Teresa Torres)
Teresa Torres is a Product coach at advocating strong critical thinking practices to ensure there is a strong connection between what teams are learning in their research with the product decisions that they are making.  If you are like most leaders, you got to where you are because you are good at making decisions. You can quickly go from strategy to execution and you know exactly what should be done next. But if we make all the output decisions (e.g. what to build, what programs to roll out, how a process should work), our company’s solutions are only as good as we are. To avoid this trap, instead of telling our teams what to do, we need to tell them what outcomes we expect them to drive. Recorded live at Business of Software USA 2019 in Boston, MA. For more talks visit
May 05, 2020
Ep 15: Product-Market Fit Engine (with Rahul Vohra)
Rahul Vohra – CEO and Founder of Superhuman – presents his BoS 2018 talk Product-Market Fit Engine, a five step plan to revolutionise the way you think about product market fit, metrics, and understanding the needs of the people that really matter. Rahul was previously the CEO & Co-Founder of Rapportive, a gmail plug-in that displays your contacts’ social media information inside your email application. After selling Rapportive to LinkedIn, Rahul worked with several startups in both investment and advisory capacities before setting up Superhuman - the world's fastest email experience. This was recorded live at Business of Software Conference USA 2018, in Boston MA. For more videos of BoS Talks, go to
April 28, 2020
Ep 14: Bootstrapping A Business In The Face Of Well-Funded Competition (with Laura Roeder)
So you want to start a business? No problem. You want to bootstrap it yourself? Okay. You want to position yourself directly against huge competitors and play them at their own game? You've got guts! Laura Roeder launched MeetEdgar - a social media scheduling tool - in 2014 and was up against giants like Hootsuite (who have raised over $300m in funding). So how can a small bootstrapped company compete? Laura spoke at BoS Europe 2018 with her Four P Points for success.   Recorded live at Business of Software Europe 2018 in Cambridge UK. For more talks from BoS conferences, go to
April 21, 2020
Ep 13: Customers Are Not The Source Of Innovation (with Marty Cagan)
Marty Cagan has worked with some of the biggest tech product companies in the world. He was involved in the early stages of Netscape and eBay, and has since formed SVPG, who work with tech product teams to help them make the most of their products. With SVPG, Marty has worked with teams at Google, Apple, Netflix, Airbnb, Disney, and Amazon – to name just a few. In this talk, Marty hammers home the point that customers are not the source of innovation – it must come from inside your company. Using examples from some of the biggest product companies in the world, Marty shows how using engineers in Product Discovery can lead to innovation in a way that a customer feedback never could. Recorded at BoS CEO Tales 2018 in London. For more great talks, go to
April 14, 2020
Ep 12: AI, hype, and the future of humanity (with Rick Nucci)
We’ve all seen movies about artificial intelligence getting smarter than us and overthrowing our stronghold to make us obsolete, but how close are we to total subordination, and is the fear of losing jobs to robots as real as we are led to believe? In this informative and witty talk by Rick Nucci – CEO and co-founder of Guru (a company based on empowering others to do their jobs) – we see that there are many factors to take into consideration before we start throwing in the towel on humanity and that the hype of every innovation gone before was the big thing to fear. Recorded live at Business of Software USA 2018. For more great talks from the BoS conferences, go to
April 07, 2020
Ep 11: Long. slow SaaS ramp of Death (with Gail Goodman)
Gail Goodman (CEO of Constant Contact) describes Constant Contact's roadblocks that many face, and gives her actionable advice for overcoming it.  (Listen in particular for the advice to do a roadshow to local Chamber of Commerce events, get an educational-event-qua-micro-salespitch down, and then scale that out by hiring people to replicate the process over other territories.) In addition to the tactical advice Gail delivers an inspiring story that even mega-successes like Constant Contact had, in the not-too-distant past, challenges which every company can relate to.  Recorded Live at Business of Software USA 2012.
March 31, 2020
Ep 10: Supporting Employees Struggling With Mental Health (with Greg Baugues)
Greg Baugues is the Manager of the Developer Community at Twilio. In this talk, Greg shares an honest and brave story of his own struggles with mental health, and offers advice to employers to help them support their team members fighting similar battles. Recorded at Business of Software USA 2018. To listen to more BoSTalks from all conferences go to
March 24, 2020
Ep 9: Hiring Remotely Is A Superpower (with Amir Salihefendic)
Amir Salihefendic is the founder and CEO of Doist, a fully remote company. In this talk, Amir shares ten lessons from his entrepreneurial journey, including why he thinks hiring remotely is a superpower. There's a lengthy Q&A after the talk with some great practical advice on running remote teams and company retreats. If you're interested in remote working, check out our episode from a couple of weeks ago with Wade Foster, Founder/CEO of Zapier, on running a remote company. Recorded at Business of Software Europe 2019. To listen to more BoSTalks from all conferences go to
March 17, 2020
Ep 8: Why your 'brilliant' tech fails to have an impact (with Tom Adeyoola)
Tom Adeyoola’s self-confessed list of ‘fails’ at previous jobs is… significant. Technology launched before the market was ready, a funded company run into the grown, struggling to reach the heights of an American counterpart. However his latest venture, Metail, is going from strength to strength.  In this talk, Tom outlines some of the key things he learned during his ‘fails’ that helped propel Metail to the level of success they’re currently experiencing and allowed him to later leave Metail to focus on future endeavours. Recorded at Business of Software Europe 2018. To listen to more BoSTalks from all conferences go to
March 10, 2020
Ep 7: New ways of working (with Dame Stephanie Shirley)
***Don't forget : Business of Software Europe is on 23-24 March 2020 in Cambridge UK.  Get your tickets at*** Dame Stephanie is 50 years ahead of her time. While remote work is becoming more popular now, Dame Stephanie’s company was remote only from the outset. Forget Slack, this was a time when there was still a decade before email was invented and almost 30 years before Tim Berners Lee invented the World Wide Web. In this interview, Mark and Dame Stephanie will discuss some of the lessons she’s learned (often the hard way) in starting, building, growing and exiting one of Europe’s most successful companies. You will hear why some of her core values - trust, a belief in strong culture, valuing outputs over inputs, a sense of values and determination - are as critical to building a successful business today as they were in the jet age. Recorded at Business of Software Europe 2019. To listen to more BoS Talks, go to
March 03, 2020
Ep 6: The Accidental Bad Manager (with Claire Lew)
This week on the BoS Podcast we have Claire Lew - professor of entrepreneurship at Northwestern University and CEO of Know Your Team (a software tool that helps managers become better leaders) - talking about how no one sets out to be a bad boss, but it’s easy to become one.  After years of research from 15,000+ people and 25 countries, Claire, shares the biggest, most counter-intuitive mistakes that leaders unintentionally make – and what to do about them. Recorded at Business of Software Europe 2019 in Cambridge, UK. To listen to more talks go to
February 25, 2020
Ep 5: Running A Remote Company (with Wade Foster)
Business of Software Conference Europe 2020: 23-24 March, Cambridge UK. For more info, go to This week’s talk is by Wade Foster – CEO and co-founder of Zapier, a fully remote company. Wade talks about how he builds operating cadence at a fully remote company, covering hiring, employee onboarding, how they run meetings, and how they work to continuously improve the company culture. The talk is followed by a mammoth Q&A – make sure you stick around for that. Recorded at Business of Software Conference Europe 2018 in London, UK. To listen to more BoS Talks, go to
February 18, 2020
Ep 4: Software Pricing Demystified (with Rich Mironov)
Software pricing is notoriously difficult and it doesn't matter how much you spend – the customer only cares about it's value to them. You can’t sell your product until it’s built and the developers need paid to create the product; so how do software businesses make money if they are out of pocket before they even start? In this talk Rich gives you the key points to remember throughout your journey from startup to success. Recorded at Business of Software Conference Europe 2019 in Cambridge, UK. To listen to more BoS Talks, go to
February 11, 2020
Ep 3: Product Culture Eats Execution Culture (with Bruce McCarthy)
This week, Bruce McCarthy shares his vision of what he calls 'Product Culture'. Bruce outlines the 4 key aspects of a product culture. 1 - Lead with a vision of Human Awesomeness. 2 - Build small diverse teams. 3 - Trust people to manage their work. 4 - Learn and improve continuously. Recorded at Business of Software Conference Europe 2018 in London. To listen to more BoS Talks, go to
February 04, 2020
Ep 2: Keeping the Fun in your Buisness Life (with Natalie Nagele)
This week we have Natalie Nagele - CEO and Co-Founder of Wildbit. Natalie is striving to prove that you can grow your business whilst ensuring developers aren't spending time in the weeds of process, infrastructure, and communication. Their products and customers allow them to do the best work of their lives - design, code, and ship brilliant software, Recorded at Business of Software Conference USA 2017 in Boston, MA. To listen to more BoS Talks, go to
January 28, 2020
Ep 1: Making Complex Products Obviously Awesome (with April Dunford)
The Business of Software Podcast is back! In this BoS Talk April Dunford shows you how important positioning is to your product and how you can be doing yourself a great injustice just by positioning incorrectly.  April is an expert marketing practitioner turned executive consultant and author who helps technology companies make complicated products easy for customers to understand and love. Recorded at Business of Software Conference USA 2019 in Boston, MA. To listen to more BoS Talks, go to
January 21, 2020
Writing Copy For SaaS (with Joanna Wiebe)
In this episode, Mark interviews Joanna Wiebe, founder of Copy Hackers, about writing copy for SaaS. Joanna gave a brilliant talk at Business of Software Conference USA 2017 about using old-school copy tactics in your SaaS copy, and here they pick up on some of the themes of the talk and answer some questions from the BoS Community. Watch Joanna's talk from BoS USA 2017 and other BoS Videos at
November 23, 2018
How To: Sell Your Software Better
This week, we sit down of Steli Efti of to talk about selling software. You can find Steli's talks from BoS Conferences here:
May 31, 2018
How To: Write Non-Sucky Copy
If copy is your online salesperson, you can't afford to ignore it. In this talk from Business of Software USA 2014, Joanna Wiebe instructs us on how to write 'Non-Sucky' Copy.
April 13, 2018
How To: Do Remote Working Well
This week, we sit down with Bridget Harris (CEO, YouCanBook.Me) and Peldi Guilizzoni (CEO, Balsamiq) to talk about remote working. Both are experienced practitioners of running a remote company, and here they employ their experience to answer some tough questions. How do you do remote working well? What are some of the pitfalls to avoid? How do you build company culture when you work on the other side of the world?
April 05, 2018
A Founder In Pain
Jason Cohen gives a sermon from the book of Hacker News at Business of Software Conference USA 2017.
March 22, 2018
Designing Organisational Culture
Alexander Osterwalder on Designing Organisational Culture. Watch the talk here;
March 16, 2018
Your Company Should Be Your Best Product
Jason Fried, CEO of Basecamp, talks about how they treat their company as a Product by iterating on it to fix 'bugs'. A peak behind the curtain to see how a well established SaaS company designs its employees' user experience. Watch the talk here:
March 08, 2018
How We Almost Messed Up Trello
In early 2017, Trello was acquired by Atlassian for the mammoth sum of $425 million. In 2016, Michael Pryor sat down with Paul Kenny at Business of Software Conference USA to discuss how they almost messed up Trello. Seems like they managed to do alright in the end...
March 01, 2018
The End Of Competitive Advantage
In this week's episode, Thinkers50 nominee Professor Rita Gunther McGrath of Columbia Business School talks about the End of Competitive Advantage - how do you stay ahead in a rapidly moving, fast-paced business environment?
February 22, 2018
What Is Jobs To Be Done? (with Bob Moesta & Chris Spiek)
Bob Moesta & Chris Spiek demonstrate how to use JTBD practically in your business by conducting a live interview with a BoS attendee.
February 16, 2018
Interview with David Heinemeier Hansson
Joel Spolsky says: "Never rewrite your software from scratch". DHH says: "Rewrite your damn software". In this interview, he explains why.
February 09, 2018
The Five Habits Of Highly Successful SaaS Companies | Tim Barker | BoS EU 2014
Come to one of our events!
May 05, 2017
Looking Good For Fun And Profit | Robert J Moore| BoS USA 2015
Come to one of our events!
May 05, 2017
How To Grow And Market A SaaS Business | AMA with Duane Jackson
Duane Jackson, Founder, Kashflow Come to one of our events!
May 05, 2017
Agile Master Class | AMA With Jenni Jepsen
Jenni Jepsen is a partner at goAgile, a Denmark-based Agile consulting firm. Her focus in on helping people deliver value faster and create lasting change. By getting to the core of WHY Agile works and helping people thrive through change, Organisations become Agile – increasing motivation, effectiveness and transparency. Watch her talk at BoS Europe 2015 here:
May 02, 2017
The Job Your Product Does | Clayton Christensen | BoS USA 2011
This is probably one of the most important talks you will ever see if you are an entrepreneur in any discipline. Professor Clayton Christensen talks models of disruptive innovation, what the job of your product is and explains why there will always be room for disruptive innovation an entrepreneurs in the world. Trust us, you just don’t want to miss this talk.
April 20, 2017
Want to go from stuck to creative spark? | AMA with Scott Berkun
Scott Berkun, bestselling author and popular speaker on philosophy, culture and business, introduces a fresh way to understand creative thinking, how ideas work, plus how to be more productive. He's recently published a new book, The Dance of the Possible with challenging chapters on topics like creative confidence, making bold decisions, and separating the need for feedback from the desire for encouragement. Scott shares with you fundamental principles and useful tips to use in your business.
April 12, 2017
Things I Wish I Could Have Told Young Mr Fishkin | Rand Fishkin | BOS EU 2016
Things I Wish I Could Have Told Young Mr Fishkin | Rand Fishkin | BOS EU 2016 by Business of Software
April 11, 2017
SaaS & The Art Of Software Pricing | Jeff Lawson | BoS USA 2011
Beware! Jeff knows a lot of words that could offend some. It doesn’t stop him giving one of the sharpest talks on Software Pricing we have ever seen at the 2011 Business of Software Conference. He is also an expert in drawing owls and can teach you his patented method… Learn about the simple, universal pricing formula that is used by many SaaS providers and how to measure value and put a price on it. Jeff talks about the difference between cost based, value based and competitive pricing, as well as discussing the customer feedback loops, split testing, creating pricing options, audience segmentation, and using price levers. Jeff has used all of these principles to position Twilio as the undisputed cloud-based telco leader.
April 11, 2017
5 Habits Of Highly Successful Cloud Businesses | Tim Barker | BoS EU
Recorded at BoS2014 Europe, Tim Barker draws on his years of experience in cloud enterprises, not just to write a great click bait talk title, but also to think about the ways great SaaS businesses move the needle. In this talk, Tim will discuss the top-5 lessons for building and scaling a tech business based on his first-hand in his own startups, his experience at (one of the fastest growing tech companies of all-time) and the lessons he’s adopting and applying to growing DataSift’s big data business globally.
April 06, 2017
The Secret Psychology Behind Online Persuasion | Nathalie Nahai | BoS EU
In this revealing presentation, Web Psychologist Nathalie Nahai reveals how you can understand the brain’s primal, emotional and rational systems to predict the behaviour of prospects and tailor your marketing communications for more engagement.
April 06, 2017
The Buskers Guide To Running A Tech Startup | Bridget Harris, YouCanBookMe | BoS EU 2016
Bridget is the co-founder and CEO of, a SaaS tool which allows your customers to easily book your time, fuss free. At BoS Conference Europe 2016, she discussed the growth of the company, and likened her busking background to that of her experience of growing a company. She touched on many of her experiences in growing, from dealing to VC’s, to remote working, to the hiring process and their policy of ‘blind hiring’ to ensure the best people get the job based on merit alone, and shared actionable tips on each of these.
November 10, 2016
Rich Vs King- Founder's Dilemma | Noam Wasserman | BoS USA 2008
According to Noam Wasserman, a professor at Harvard Business School, if you're an entrepreneur then you will often face situations where you need to confront this dichotomy. When you start up, do you set off on your own (and stay king), or find a co-founder (losing control, but increasing the odds of success)? Do you choose investors who stay in the shadows (remain king), or ones who are hands-on (get rich)? When you reach your limits, do you remain CEO (and stay king) or take a back seat and hire somebody in to take your place (get rich)?
October 31, 2016
Why I Sold My Business And Gave The Money Away | Derek Sivers, CD Baby | BoS 2010
Derek A/B tests his possible talks with the audience before talking about how and why he grew one of the most successful online music distribution businesses in the world. Why did he sell it and why has he given the money away?
October 17, 2016
The Number One Goal Of Your Website | Rob Walling | BoS 2010
What’s the primary goal of your website? Not to sell software. With most visitors returning multiple times before making a purchase, your primary goal should be to draw visitors back to your site. In this talk, Rob looks in-depth at why this is the case, and how to make it happen.
October 05, 2016
How Data Will Make You Do Totally The Wrong Thing | Jason Cohen | Business Of Software 2012
Jason has been worried that too many people take A/B Testing too seriously, or at least take it seriously without understanding what it can do for your business. He is worried that not enough people know when to use AB Testing and when you should do something else. In this talk, he makes the case for optimising for the big wins in any start up, before you start to dig too deep into data: “When you’re a small company you need to seek very large outcomes from any optimization because any subtle things like a 10% increase or whatever you literally can’t measure them”.
October 03, 2016
Motivation Matters | Kathy Sierra | BoS EU 2014
Kathy takes a deep dive into the psychology of motivation and look at simple but powerful tools to help us think about and create products, services, support, and marketing. But secrets to motivation are counter-intuitive. Typically we struggle to get and keep our users motivated by trying to ADD motivation, when the real solution is to find and fix what’s BLOCKING the motivation they already have (or easily could have). We can use these tools to help new, existing, and even potential users find and keep the kind of motivation that’s strong and sustainable. While this talk focuses on *user* motivation, the tools apply to helping our employees, kids, and ourselves as well.
September 29, 2016
Building A Successful Software Business | Dharmesh Shah, Hubspot | BoS 2010
Dharmesh is obsessed by code and making customers happy. In this talk at Business of Software 2010, Dharmesh talks about why venture capital is neither necessary, nor evil, how value is created, why user experience is EVERYTHING and how Hubspot developed its key metric, the ‘CHI’ – Customer Happiness Index.
September 29, 2016
How To Sell Using... Sales | Steli Efti | BoS USA 2015
The inbound dream: Every sale you make comes to you magically through the internet with no human touch. Does that mean you can’t do better? Is there another way to more sales? Steli has accelerated sales in some of the fastest growing Silicon Valley startups as well as growing his own SaaS business, Steli offers some proven techniques to grow your sales revenue and improve your sales processes. You can apply many of the same ideas to get things done in your own organization, regardless of your role. As Dan Pink said, ‘To Sell Is Human‘.
September 14, 2016
The Things I Wish I Could Have Told Young Mr Fishkin | Rand Fishkin, Moz | BOS EU 2016
Rand Fishkin, Founder, now Wizard of, Moz gave a very honest and open talk at BoS Europe this year reflecting on what he could have told his younger self. We’ll let Rand provide some context for the talk from his blog post about it but take it from us, it will both make you smarter and move you. A talk that is not just about SEO and Inbound marketing but the entrepreneurial journey. Thanks to Rand and Geraldine for sharing this story.
September 05, 2016
Beyond Happiness | Jennifer Aaker | BoS USA 2009
Jennifer Aaker gives a talk on how we can achieve happiness, and how the pursuit of that is a miserable business.
August 30, 2016
The Job Your Product Does | Clayton Christensen | Business of Software Conference
This is probably one of the most important talks you will ever hear if you are an entrepreneur in any discipline. Professor Clayton Christensen talks models of disruptive innovation, what the job of your product is and explains why there will always be room for disruptive innovation an entrepreneurs in the world. Trust us, you just don’t want to miss this talk.
August 23, 2016
Difficult Conversations when Scaling | Paul Kenny | Business of Software
Difficult Conversations for Growing Companies. Every business person faces hard conversations at some point in their growth. One of Paul Kenny’s best talks at Business of Software Conference. Not about sales, but about the challenges that everyone faces in growing a business. He discusses why having those difficult conversations, with co-founders, co-workers, employees, employers, partners are so difficult to have. More importantly, he offers some excellent, practical advice about how you can make the hard stuff easier and more productive. Equally applicable in times of growth or trouble.
August 15, 2016
The Science Of Lean Startups | Eric Ries | Business of Software Conference
Most software projects fail. Most startups fail. Most new products are never used. But it doesn’t have to be that way. The Lean Startup is a disciplined approach to imagining, designing, and building new products. By testing our assumptions earlier, faster, and with more rigor, we can stop wasting people’s time.
August 09, 2016
Mark Dalgarno | The Worst Lightning Talk In History | Business Of Software
Mark Dalgarno, speaking about motivating people and coming up with new ideas through a technique he calls "The Anti-Problem"
August 01, 2016
Tania Katan | It Was Never A Dress | Business of Software Conference
In an effort to break down barriers and shift perceptions of women in technology—and all spaces—Axosoft used their tech superhero powers of collaboration, cross-functionality, and agility to offer up a radically reimagined women’s bathroom symbol. This new symbol has started an international conversation that is picking up STEAM! Since the campaign launched just one month ago, it has generated over 18 million impressions, received attention from every major media outlet, and is funding a scholarship at Arizona State University for a need-based student entering a STEAM (science, technology, engineering, arts, and mathematics) field.
August 01, 2016
From Bootstrap To $60m. What I've Learnt | Scott Farquhar, Atlassian | Business of Software
Scott talks about running a software company . You'll hear about how to pick a business model & how they built a workplace that has won numerous HR awards.
August 01, 2016
Marketing To Minorities | Patrick McKenzie | Business of Software Conference
If you want to learn about how to target niche minority markets like non-Americans, non-techies and even the 50% of the world's population that is, shock horror, female, and you enjoy laughing out loud, this is worth 7 minutes 30 seconds of your life.
August 01, 2016
Building The Minimum Badass User | Kathy Sierra | Business Of Software Conference
Not only some of the smartest advice anyone has given about how to approach software development, there is also a trick that is guaranteed to make you feel more confident, more powerful and more in control of what you do. It costs nothing, takes no time and you can use it whenever you want to. Enjoy!
July 25, 2016
Too Important To Be Left To The Marketing Department | Seth Godin | Business of Software Conference
Seth talks about how ideas that spread win. And takes us through his laws of Software!
July 18, 2016
Rewrite! | David Heinemeier Hansson | Business Of Software Conference USA 2015
What’s number one on Joel Spolsky’s list of ‘Things You Should Never Do’? “Rewrite your software from scratch.“ David Heinemeier Hansson disagrees. In this talk, ‘Rewrite!‘ at Business of Software Conference USA 2015, David Heinemeier Hansson, Co-Founder, Basecamp, and Creator of Ruby on Rails explains why he disagrees and discusses his experience in rewriting the code for Basecamp, not once, but twice, with the third version of Basecamp launched this month.
July 13, 2016