You’re not really competing with other companies the way you used to.
You’re competing with speed.
And most founders haven’t fully adjusted to this yet.
A few years ago, when a client was evaluating you, they were comparing vendors.
Your team vs another team. Your experience vs theirs. Your pricing vs theirs.
That still happens.
But there’s another layer now.
Clients are also thinking — “Who’s going to show me progress faster?”
Not just talk… actually show something.
Hey there, I’m Tabish Bibikar, and I coach and mentor founders of software companies to build scale in their business fast… and this shift is becoming very visible across deals.
And just to add a practical layer here — this doesn’t mean clients suddenly want everything delivered in 2 weeks.
That’s not how real projects work, especially in areas like HealthTech, Fintech, or Enterprise IT.
There are approvals, dependencies, integrations… things take time.
But what has changed is this:
Clients don’t want to wait weeks to see something anymore.
Earlier, you could say:
“Week 1–2 discovery, week 3–4 design…”
And that sounded structured.
Today, it just sounds like… waiting.
Because clients have seen what’s possible.
They’ve seen teams spin up a working prototype in days.
They’ve seen competitors launch faster than expected.
So now their expectation is:
“Show me something early so I know this is real.”
I was speaking to a founder recently — they were pitching an internal tool for a large enterprise client.
Their proposal had a clear 6–8 week roadmap before anything usable would be visible.
They lost the deal.
The client went with a smaller team that said:
“We’ll show you a basic working version in the first 10 days.”
Not perfect. Not complete. But real.
That was enough to build confidence.
And that’s the shift.
Speed today is less about final delivery…
And more about how quickly the client sees progress.
This doesn’t mean you remove your process.
It just means you change how it shows up.
Instead of saying:
“We’ll start development in week 5”
You say:
“You’ll see a working version of this core flow in the first 10–14 days.”
Same backend work.
Very different perception.
And there’s another benefit founders often miss.
When you show something early, feedback comes early.
In HealthTech or Fintech, this is huge.
Instead of building for 2 months and then hearing, “This isn’t exactly what we wanted,” you catch it in week 2.
Less rework. Fewer surprises.
So speed is not just about impressing the client.
It’s about reducing your own risk.
So here’s something simple to think about.
In your current delivery model…
How long does it take before a client sees something real?
Not a deck. Not a plan. Something they can react to.
And can you bring that moment forward?
Even by a week or two?
Because that’s where deals are getting won right now.
If you’re building a B2B software company and want to make speed a real advantage in how you sell and deliver do reach out to me on LinkedIn — happy to have a conversation.
