A story about choosing who not to serve—and building competitive advantage no crisis can touch.

This episode is for sales-led SaaS founders who've never tested whether their revenue would survive a major market shock — and aren't sure they want to know the answer.

Most software companies are built to serve as many customers as possible. Louis Hoch, CEO of Usio, chose differently.

Louis has been building in payments since 1998. He raised $50 million while competitors raised $200 million—and won. He built a company that processes enough direct bank payment volume to rank as the 50th largest bank in the United States. When COVID hit and rivals saw revenue drop by as much as 80%, Usio grew. That outcome wasn't luck. It was a customer decision made years earlier that most CEOs would never make.

What Louis did— ...