The operator’s dilemma
When you run a business — especially one with multiple locations — you hit a wall. The tools that exist don’t quite fit. The agencies you hire don’t quite get it. And the engineers you’d need cost more than another store.
I hit that wall years ago. So I started building.
You don’t need to learn to code
The biggest misconception is that building software requires learning to code. It doesn’t. Not anymore.
With AI tools, I can describe what I need in plain English and get working software back. Not perfect software. Not Silicon Valley software. But my software — built for my business, solving my problems.
What I’ve built so far
Here’s a quick look at what I’ve shipped:
- Onbranded — an AI-powered platform for managing restaurant brands
- Internal tools for multi-location operations
- Automated reporting dashboards
- Customer communication systems
None of these required a CS degree. All of them required understanding the problem deeply — which is something operators already do.
The mindset shift
The shift isn’t technical. It’s mental.
Stop thinking of software as something you buy. Start thinking of it as something you build.
Once you make that shift, everything changes. You stop waiting for permission. You stop waiting for budget. You start solving problems the moment you see them.
Getting started
If you’re an operator thinking about building your own tools, here’s my advice:
- Start with a real problem you have today
- Describe the solution in plain language
- Use AI to help you build a first version
- Ship it, even if it’s ugly
- Iterate based on real usage
The bar for “good enough” is lower than you think. And the advantage of building exactly what you need is higher than you imagine.
I write about operating, building, and thinking out loud. Subscribe above if you want to follow along.