The New Code: Why Every Business Needs a Strategy & Spec — Especially Now
- Alan Williams
- Jul 22
- 2 min read
By Alan W
At DNA-Business, we work with founders across all kinds of industries — platforms, marketplaces, creatives, service businesses — and we see a common pattern:
You’ve launched.
You’ve got customers.
The product works.
But something feels off.
Growth is stalling. Things feel messier than they should.
You want to bring in AI, but it’s unclear where to start or what to give it.
Almost always, the root issue is the same:
→ No clear strategy
→ No useful spec
This applies not just to new businesses, but also to those already in motion.
The Strategy You Still Need
We’re not talking about pitch decks or vision statements.
This is practical, working strategy — ideally just one page:
What are we really building here?
Who is it for (and not for)?
What core problem are we solving?
What does success look like right now?
When things feel foggy, this short list brings everything back into focus.
The Spec That Makes It Real
Inspired by Sean Grove’s talk on The New Code, we now treat specs not as technical documents, but as essential communication tools.
“Only 10–20% of our value lies in writing code. The other 80–90%? Structured communication.”
In plain terms, a spec is a written outline of:
Who the users are (e.g., buyer, seller, guest, pro)
What the main workflows are (e.g., onboarding, payment, booking)
What should happen when everything works
What should happen when it doesn’t
What success looks like at each step
You don’t need to be technical to write this.You just need clarity.
Why AI Needs a Spec First
Once you’ve got your strategy and spec, you can start using AI with far more power:
Ask it to write a better onboarding flow based on your process
Get feedback on your matching, pricing, or communication system
Use it to automate reminders, nudges, or even operations
But without that input, AI can’t help much — because it doesn’t know what you’re trying to do.
And this isn’t just for platforms or marketplaces — any business model can benefit from this structured clarity.
How We Help at DNA-Business
Our advisory work often starts here — whether we’re helping a solo founder, a growing startup, or an expert on our platform:
Write a one-page strategy
Create a simple working spec (in plain language)
Plug both into AI to get better content, flows, and decisions
It’s a fast, powerful reset.
And it often reveals the path forward.
Want to Try This?
Here’s a DIY version to get started:
Jot down your strategy in 5 bullet points
Map out one user flow in simple steps
Paste that into ChatGPT and ask how to improve it, automate it, or simplify it
Or reach out, and we’ll do it together.
→ Want help crafting a clear strategy + AI-ready spec for your business?
We offer focused advisory sessions to get you unstuck and moving forward.
Contact us at alan@dna.co.za or explore services at www.dna.co.za/platforms
Work with Alan W
“Solving niche challenges founders face”. - 12 Italic
