In 2015 Microsoft’s CEO Satya Nadella famously said: “every business will be a software business”. And it’s hard to argue that when companies like Uber, Airbnb, and JustEat are disrupting, then dominating, established, seemingly unassailable industries. 

If you’re under pressure to transform your company into a software business, you’re not alone. The big question then becomes: to build or not to build?