#368 – How Alexander Sommer kept what others call economically unviable

A story about choosing the harder path—and why contrarian infrastructure decisions create unshakeable customer loyalty.

This episode is for SaaS founders tired of vendor dependency—and those questioning whether the "obvious" infrastructure choices are actually the smartest business decisions.

Most SaaS companies fail because they optimize for short-term convenience over long-term differentiation.

Alexander Sommer, CEO of DSwiss, took a different path. He's the first non-founder CEO to lead this 17-year-old Swiss company specializing in secure digital services. Rather than following industry defaults, DSwiss runs vertically integrated infrastructure—controlling their entire technology stack from hardware up.

This inspired me to invite Alexander to my podcast. We explore how contrarian infrastructure choices ...