Myth: Always buy, never build, for martech

Myth: Always buy, never build, for martech

The default advice: building is a trap, buy everything. The correction: for your one or two genuine differentiators, a thin internal build often beats forcing a SaaS tool to do something it wasn't shaped for.

— A thread on the "build your moat, buy your commodity" rule.
— A piece on the true cost of buying when you customize a tool into a Frankenstein.
— A decision framework: commodity capability = buy, core differentiator = consider build.
— A worksheet on maintenance load before you commit to either.

Skip if nothing in your stack is a differentiator. Essential if you're bending a SaaS tool 80% out of shape.

That's the stack for this week. Forward to a teammate.