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>or you can spend a bit of time with ETL and rETL tools and develop a stack that isn't reliant on a bunch of third party silos

This is the real future of 'unbundling'.

I love reading this article because while it sets up the problem and solution proposition quite well, all I could think of was how the author is proving reverse-ETL engines (& not their own platform) are the best investment right now.

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At the end of the day, most business owners don't want to connect all these tools together. It just allows them to accomplish business outcomes. What makes their job hard is keeping track where all the data is and how to know if things are working.

Solutions to that problem can take shape as a CRM (and keeping it updated) or something as dumb as a dashboard of dashboards.

Agreed. It's a common trap of technologist thinking: if we gave people better access to primatives, they'd have more power to assemble what they wanted!

In fact, it's "assembling" that most people hate. Which is why products that sacrifice power to limit assembly tend to be successful.

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