BUILD YOUR DIGITAL DREAMS; DON’T BUY THEM

Acronyms are the bread and butter of Silicon Valley—ERP, CRM, CDP, CMS, etc. We use them because we are taught that great businesses are built with category leadership and that so many category leaders pioneered the category they later led. Salesforce pioneered the software-as-a-service category and made the acronym SAAS synonymous with the modern delivery of software, where customers don’t need to install the software on their machines and they are assured access to the right version of the software without painful upgrades. Unfortunately, the acronym soup that technology companies have created, while intended to put descriptors on things,