#416 – Tony Migliore on the growth that isn't worth having

A story about saying no to the volume everyone wants. This episode is for SaaS founders who assume a big market means there's enough room in it for them to take a share.Most software companies chase the biggest pile of volume.Tony Migliore has a different view. He's the founder and CEO of Moova, a last-mile delivery company in Latin America. Thirty years in logistics taught him where he has no right to win.So for Moova, he consistently turns down high-volume work priced at cents. He'd rather serve fewer retailers who need something the cheap operators cannot give them.This inspired me to invite Tony to my podcast. We explore why the biggest pool of volume is the worst place to compete. Tony shares how he decides where he can compete in a commodity market, and why some of his clients pay more than they have to.We zoom in on two of the ten traits of remarkable software companies: Offer something valuable and desirable Acknowledge you cannot please everyoneBoth are chapters in The Remarkable Effect.Here's one of Tony's quotes that captures how he decides where to compete:"Keep your eye much more sophisticated on who are your clients, who will be paying for your service, where you have the right to win, why they will be purchasing your technology instead of others. You need to keep a focus. Optimism is not a strategy" By listening to this episode, you'll learn:Why a big market says nothing about your right to winWhat your customer is really buying when your service looks like a commodityWhen volume starts costing you more than it paysHow domain knowledge outlives the technology you build onFor more information about the guest from this week:Guest: Tony Migliore, founder and CEO, Moova Website: moova.io and moovatech.ai