WiseTech's CEO said something last week that I want mid-market operators to

WiseTech's CEO said something last week that I want mid-market operators to think about: "Apps that do one thing and do that thing reasonably well — products...

WiseTech's CEO said something last week that I want mid-market operators to think about:

"Apps that do one thing and do that thing reasonably well — products that monetise through seat fees — I think they are in trouble."

He's right. And it's not just a SaaS story.

It applies to any business where your cost structure is built on headcount doing repeatable, predictable work.

If a task is sequential, rule-based, and doesn't require genuine judgment — AI will do it cheaper and faster than a person within the next two years. WiseTech's own chairman said their customers could cut labour costs by 50% using AI built into their platform.

I'm not saying that to scare anyone. I'm saying it because I've spent 25 years in start-ups and the tech and marketing industry watching companies that saw shifts coming, win, and companies that ignored them, well... lose.

The businesses that win aren't the ones with the most people. They're the ones with the best-designed systems. Removing bottlenecks and streamlining processes.

This isn't a prediction anymore. It's Monday.