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 tha ...