A part of our customer’s competitive advantage is based on software products being truly adapted to their needs. The opposite of what has happened historically.
Customers want to define their solution roadmap based on their actual needs, even if they are the only ones in the world which actually need that specific functionality.
If customers need it, they want it right away and can’t wait if the software vendor will deploy it in the next software release.
It is even possible to re-sell their solution under their brand if they want to do so.