Winning the Tech Race: When to Build, When to Buy
In the fast-moving world of technology, every business faces a pivotal question: What should we build ourselves — and what should we buy or outsource? The answer isn’t found in fads or peer comparisons, but in strategic clarity about your organisation’s true value proposition.
The Power of Bespoke vs. the Efficiency of Commodity
Your core business — the product, service, or capability that sets you apart — should be bespoke. This is your competitive edge, your “secret sauce.” It’s what customers can only get from you.
Everything else, from payroll systems to storage solutions, can be treated as a commodity. The art of leadership lies in knowing the difference. Build what defines you; buy what simply supports you.
Owning and controlling the technology that underpins your identity ensures agility, differentiation, and long-term resilience.
How to Make the Right Call
Distinguishing between what to build and what to buy starts with a few essential questions:
What makes us unique? What do our customers come to us for that no one else provides?
What is the heart of our business? Is it a process, a product, or a proprietary insight that drives our success?
What must we own to win? If something is critical to your strategic future, it should be in your hands — not outsourced.
These questions reveal where to focus your innovation efforts — and where to lean on trusted partners.
Do Your Homework and Listen to Your Customer
Effective strategy is grounded in data, not assumptions.
Listen to your customers. Their feedback exposes the real problems that need solving and highlights what’s truly unique about your offer.
Study the market. Understand industry trends, technology lifecycles, and the forces shaping future demand.
The goal isn’t to chase trends; it’s to create lasting value.
Strategic Choices, Not Fads
No company can — or should — build everything. Leadership means focus.
Use proven, commoditised tools for non-core functions.
Continuously re-evaluate your strategy as technology evolves. What is bespoke today may become tomorrow’s off-the-shelf solution.
Use scenario planning to anticipate future needs and identify where in-house innovation will deliver the most leverage.
Clarity as a Competitive Advantage
Your greatest asset isn’t technology — it’s clarity. When you know what defines your business, every technology decision becomes simpler.
Build what makes you unique. Buy what keeps you efficient. And keep evolving, so your business doesn’t just compete — it leads.
