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Scott Morton argues that top software talent has neglected complex hardware industries for decades, focusing on the internet instead. This has left sectors like aerospace and industrial control using ancient tools from the '80s and '90s, creating a massive opportunity for modern software platforms to drive innovation.
Building the next generation of industrial technology requires a specific cultural and talent synthesis. Success demands combining Silicon Valley’s software-first culture and talent with the deep, domain-specific knowledge of industrial veterans who understand real-world constraints and past failures.
Successful "American Dynamism" companies de-risk hardware development by initially using off-the-shelf commodity components. Their unique value comes from pairing this accessible hardware with sophisticated, proprietary software for AI, computer vision, and autonomy. This approach lowers capital intensity and accelerates time-to-market compared to traditional hardware manufacturing.
Instead of selling software to traditional industries, a more defensible approach is to build vertically integrated companies. This involves acquiring or starting a business in a non-sexy industry (e.g., a law firm, hospital) and rebuilding its entire operational stack with AI at its core, something a pure software vendor cannot do.
For decades, hardware startups failed because building the necessary bespoke software was too difficult and expensive. The rise of general-purpose AI provides a powerful, adaptable software layer "out of the box." This dramatically lowers the barrier to scaling for hardware-intensive businesses like robotics and drones, making them more attractive for creative financing.
Gecko Robotics' strategy extends beyond its own hardware. The company is creating a "nervous system" – a data and application layer – to manage fleets of industrial robots from various manufacturers, aiming to orchestrate them to solve high-ROI problems like refinery maintenance.
Scott Morton's experience on the SpaceX launch console, where one wrong line of code could destroy a launch site, directly shaped Revel. The platform was built by answering the question, 'In this high-stakes moment, what tools do I wish existed to maximize my chance of success?'
Contrary to fears of AI making SaaS obsolete, the reality is that most enterprise software is deeply flawed. A contrarian view is that AI will provide the tools to finally rebuild these systems better, creating a massive new wave of demand for software development and product design.
The most transformative opportunities for founders lie not in crowded SaaS markets but in applying an advanced technology mindset to legacy industries. Sectors like lumber milling, mining, and metalwork are ripe for disruption through automation and robotics, creating massive, untapped value.
AI is drastically reducing software development costs. This makes it economically viable for small teams to build highly-focused applications for niche markets, such as specific skilled trades, that were previously too small to attract venture capital-backed software companies.
Scott Morton's experience on the small, early Starship team showed him that a tiny group could achieve incredible speed if equipped with powerful, mature tools. This became a core inspiration for Revel: to build and distribute elite tooling to empower other small, ambitious hardware teams.