A story about choosing the hard problem—and winning because of it.

This episode is for sales-led SaaS founders who feel their product lead shrinking—and wondering what actually creates a position competitors can't close.

Most founders chase obvious markets. Scott Reynolds chose a complicated one nobody else wanted.

Scott, co-founder and CEO of UpCodes, is a trained architect who has lived the pain of navigating construction regulations. Weeks buried in phone-book-sized regulations that no software had organized—until he built it.

While others built broad tools for obvious problems, Scott went narrow and deep. His conviction: if it's not dramatically better, it isn't worth building.

And this inspired me to invite Scott to my podcast. We explore why going deep into one vertical beats building broad fo ...