Hug-Worthy Software

I followed my wife to a local Audi dealership last week so she could drop her car off for service. I wanted to see the new facility and say hello to the salesperson we bought the car from a few years ago.

While standing at the receptionist's desk, I couldn't help myself. I asked what CRM software the sales team was using. I mentioned a few well-known platforms. She looked at me blankly and said, "I honestly don't know the name of it."

A salesperson standing about ten feet away jumped in. He told me the name of the software, paused, and said, "It should really be called Dealer-Stink."

He then asked how I knew so much about CRM software.

I told him I had founded a company called Autobase about twenty-eight years ago, back when automotive CRM was still new.

He didn't say a word. He just walked over and gave me a full-on bear hug.

"Man, I miss that system," he said. "We used it at my last dealership. It was the best thing ever. It was just so easy to use."

Right about then, my wife walked into the showroom.

I awkwardly introduced her to the receptionist and my new acquaintance, and we made our way out. As we walked to the car, she said, "It looked like you just ran into an old friend."

I told her, "No. He just really liked our software."

That moment stuck with me.

It raised a simple question: what makes software worthy of a hug?

I don't think it's flashy features or long roadmaps. Hug-worthy software tends to share a few quieter traits.

It starts with pain. Real pain. Not abstract problems, but the kind that slows people down, frustrates them, or makes their day harder than it needs to be. Great software comes from understanding not just what hurts, but why it hurts.

Purpose comes next. Without a clear purpose, even the best ideas scatter. When teams understand why a product exists, decisions get easier. Features either belong or they don't.

Then there's a plan. Not a rigid one, but a thoughtful one. Plans change. Roadmaps evolve. The best products grow in steps, shaped by constant feedback. When possible, that feedback should include not only customers, but the people they serve.

People matter more than we like to admit. Teams do their best work when they understand the pain they are solving, the purpose behind the product, and how their individual contributions fit into the plan. Alignment creates momentum.

Finally, there's passion. If the team building the product doesn't believe in it, customers won't either. Passion doesn't always arrive on its own. It has to be cultivated. Leaders play a critical role in keeping the purpose visible and the work meaningful.

That hug in the showroom wasn't really about software. It was about feeling understood. It was about a tool that made someone's job easier instead of harder.

That's the kind of software worth building.

Here's to hug-worthy software.

~ Bryan