no.
09
The Rise of the Software Auteur
Dear Reader,
Have you noticed how much of the software you use feels the same? How despite different logos and color schemes, there's a sameness that permeates your digital experience? I've been thinking about why that is, and where we might be headed next.
For the past twenty years, software has been solving urgent, foundational problems. How do we connect with friends? How do we pay for things online? How do we store and retrieve information? These were the questions that guided the first big wave of software.
That era was about building infrastructure. The focus was on functionality, scale, and efficiency—tools that worked well and could serve millions of users. This approach created the digital world we inhabit today, and the progress has been remarkable.
But now that this infrastructure is mature, the nature of software we need has fundamentally changed. The next wave isn't about solving foundational problems—it's about creating tools that feel personal, intentional, and alive.
The Homogenization of Software
Most software today feels identical because it was engineered to. As companies grow, they optimize for scale. They run usability studies, A/B tests, and track every measurable behavior. They make decisions based on what works for the widest possible audience. The result? Software that's polished and easy to use—but also strangely soulless.
This wasn't a misguided strategy. It was precisely what the early years of software demanded. When your primary goal is getting as many people online as possible, you design for the middle. You remove friction. You avoid risks.
But there comes a point of diminishing returns. The infrastructure becomes good enough, and people start yearning for something more. They stop asking does this work? and begin asking does this feel right for me?
We've reached that inflection point.
Learning from Film's Evolution
The transformation happening in software mirrors something that occurred in cinema decades ago. In its early years, filmmaking was dominated by technical concerns: how to shoot, how to edit, how to synchronize sound. As these problems were solved, filmmakers shifted focus from technical limitations to creative expression.
The concept of the "auteur" emerged from this evolution. An auteur is a filmmaker whose personal vision shapes every element of their work. Their films don't just function technically—they communicate something distinctive. They reflect the taste, judgment, and worldview of their creator.
Consider Stanley Kubrick. You can identify a Kubrick film from just a few frames—the symmetrical composition, the tracking shots, the unsettling tone. His films weren't designed to please everyone, but they're unforgettable for those they resonate with.
The best software could function similarly. It could have personality, perspective, even quirks. It could feel like it was made by someone with a vision, not something produced by committee.
The Power of Opinionated Design
Looking at today's standout tools, many are already moving in this direction. Take note-taking applications:
Notion is versatile and feature-rich, designed for those who want a digital headquarters
Obsidian is minimal and highly customizable, catering to those who believe in connected thought
Roam Research embraces bidirectional linking and a specific theory of knowledge management
Apple Notes is simple and integrated, perfect for people who value straightforwardness
None of these applications tries to be everything to everyone. They succeed precisely because they're opinionated. Each reflects a clear perspective on how people should think and work, attracting users who share that outlook.
This stands in contrast to how most software is designed. The typical approach aims for universal appeal, and in that process, loses the qualities that make for a meaningful experience.
The most impactful tools, like the most memorable films, aren't afraid to polarize. They work exceptionally well for a specific audience—and they're comfortable not working for everyone else.
Why This Matters Now
Three factors make this shift toward more personal, opinionated software particularly relevant today:
The Infrastructure Is Complete. The foundational problems—how to connect, share, and transact—have largely been solved. This creates space for tools that prioritize depth over breadth.
AI Has Democratized Creation. Building sophisticated software is increasingly accessible. Small teams—even individuals—can now create complex tools that previously required massive resources.
Users Are Craving Humanity. After years of algorithmic feeds and frictionless experiences, people are seeking tools with character—software that aligns with their values and respects their intelligence.
These forces are creating an opportunity for a new generation of software: tools that aren't merely functional but meaningful. Tools that don't just help us accomplish tasks but change how we see and interact with the world.
Becoming a Software Auteur
Embracing the role of a software auteur doesn't mean working in isolation. It doesn't mean ignoring user feedback or data. It means having a clear vision and the courage to pursue it, even when conventional wisdom suggests otherwise.
It means accepting that your creation might not appeal to everyone—and recognizing that as a strength, not a weakness.
The first wave of software was about solving problems at scale. The next wave will be about creating experiences that reflect distinctive taste, judgment, and point of view.
The infrastructure has been built. The tools are accessible. The question now is not whether you can create software, but what statement you want your software to make.
What kind of digital world do you want to help create?